🧩 First clients and freelancing in Finland 2026: case studies, pilots and letters that get replies

Freelancing and small business in Finland: starting from scratch

If you want to understand how freelancing works in Finland without your own network and local portfolio, let's start with an honest admission: the first year is usually the most nerve-wracking.

A typical scenario:

● you have moved on a residence permit (work/family/study) or are considering self-employment in Finland;

● you have strong projects in other countries, but not a single Finnish logo;

● local clients are polite but cautious: they want predictability, not a "star without a tax ID".

The good news is that by 2026, the market will have become accustomed to solo entrepreneurs: there are light entrepreneurship formats (through invoicing services) and the classic toiminimi (sole proprietorship).

Finnish customers do not expect perfect language skills or a huge brand. Three things are more important to them:

1. a clear form of work (who to sign a contract with and how to pay);
2. clear case studies with results;
3. business correspondence in Finland is "short, to the point, and on time".
   

The foundation of trust: form of employment, case studies, recommendations

Form of employment: light entrepreneur, toiminimi, company

Before looking for clients, you need to figure out "in what form" you are entering the market:

● Light entrepreneur / kevytyrittäjä — you work through an intermediary service that invoices clients on your behalf and withholds taxes and service fees. A good option for a trial year or small turnovers.

● Toiminimi (sole proprietorship) — the classic form, where you register your business and issue invoices yourself. You are personally liable, but you also have more control.

● Oy / company — a separate legal entity, which makes sense when you have significant turnover, partners, or in conjunction with a Finnish entrepreneur residence permit.

At the start, a combination often works: light entrepreneur for the first orders → toiminimi with a stable flow and turnover.

Cases: instead of a "portfolio of 100+ projects"

For Finnish customers, it is not the number of logos that matters, but the depth of a couple of cases. A good case answers the questions:

● who the client was (industry, size, country);

● what the task was;

● what specific actions you took;

● what was the result in terms of figures/changes;

● what is relevant now.

Even if there are no "Finnish" cases, you can describe 3-5 international ones, but translate them into language that is useful for small businesses or local companies. This shows that you understand the reality of a "small" customer.

Recommendations: be brief and to the point

First customers in Finland often come after someone says, "We worked with him/her, everything was clear."

Collect 2-4 contacts of people who are willing to give a recommendation:

● name, position, company;

● e-mail and, if desired, telephone number;

● a brief description of the project you worked on.

In Finnish culture, it is normal for a prospective customer to check a few things with your previous clients — this is not "distrust" but a way to reduce risk.

Where to look for your first orders and how to write short letters

Search channels: from your own network to the open market

A working combination for freelancers/small businesses in Finland:

● international clients — continue to work with those who are already with you while you build up your local history;

● Finnish platforms and associations — professional communities in your niche, industry organisations, events;

● local networking — business breakfasts, library/campus clubs, themed meetings;

● cold emails — but in Finnish: short, specific, without pressure.

Freelancing in Finland is rarely based on just one channel: some people find you themselves, some you find through acquaintances, and some you approach first.

How to write letters that get replies

Finnish business correspondence likes:

● A clear subject line (e.g., "Website redesign proposal / 2-week pilot");

● 5–10 lines of text maximum;

● A clear next step ("if you are interested, I can send you a one-page plan/call you for 15 minutes").

Example structure:

1. Brief introduction (who you are and what you do).
2. Why you are writing to this particular company (1–2 observations).
3. What you are offering (pilot format, price range, terms).
4. What will happen if they are interested (response to the letter, phone call, meeting).
   

Business correspondence in Finland is based on respect for time: the less fluff and mystery, the higher the chance of a response.

Pilots: a small step for the client, a big one for you

Many people are afraid to entrust a large project to a stranger. A pilot (1–4 weeks, fixed scope and price) reduces anxiety:

● the client sees how you work in reality;

● you understand whether you are comfortable with this format and these people;

● both sides spend limited resources, rather than "all their marketing".

A pilot project is an excellent strategy for those who are just starting out as self-employed in Finland and are looking for their first proven cases.

Scenarios: creative, IT, offline services, "hybrid"

Creative (design, marketing, content)

Starter kit:

● a website or page with 3–6 case studies;

● clear price list or at least price ranges;

● willingness to do small pilot projects for the local market.

Freelancing in Finland in the creative field works well through a mix: international clients + 1–2 local projects through networking or recommendations.

IT contracts and consulting

Here are some tips:

● participation in large international platforms;

● local IT communities;

● direct access to companies that do not have staff for a specific task.

The path is often as follows: first, you join as an external support through the light-entrepreneur service, then you register a toiminimi and discuss longer-term cooperation formats.

Offline services: tutors, coaches, photographers

The following are important here:

● word of mouth (parent and neighbourhood chats, local groups);

● local posters (libraries, community centres);

● a simple booking and payment system.

It is convenient to immediately see how your format fits in with the areas where people live in Finland: how much time it will take to get there, whether there is demand where you live.

"Hybrid": freelancing + employment

Many people start with a combination of part-time contract work + 1-2 freelance clients. This gives you a financial cushion and time to build your practice at your own pace.

It is important to check in advance whether your employment contract prohibits secondary commercial activities and conflicts of interest.

It is often wiser to start with a light entrepreneur or a sole proprietorship and only then think about a larger structure when you have turnover and a team.

A little breather — and then more rakes.

Even a short email describing the task, deadlines, price, and format is already a mini-contract that saves relationships and nerves.

At the start, you can slightly lower your rates or offer a pilot at a special price, but it is important not to go into a mode where you physically cannot handle the volume, and you still have little money.

It's better to understand right away, at least at a basic level, how freelancer and self-employed income is taxed, what reports need to be submitted, and when.

First clients in Finland rarely come "at the snap of your fingers." But if you see freelancing and small business as a long-distance race, the puzzle falls into place: a clear form of employment, transparent prices, real-life cases, neat correspondence, and respect for your resources.

Finnish clients value predictability, honesty and calm professionalism more than aggressive sales tactics. Your task is to show that you can be relied upon for years to come: you don't disappear, you stick to agreements, and you're not afraid to talk about boundaries and money.

If you are just starting out, save this text, share it with your freelance friends, and write in the comments what questions you still have about freelancing in Finland, taxes, and finding clients.