Lassi Kurkijärvi


Lassi has helped his clients and teams create new digital business and services for 23 years in Finland and in the Netherlands. Lassi has held roles in the leadership team of Solita, in the digital leadership team of Sanoma, and has worked as an innovation consultant for multinational corporations. He has also founded a consultancy and media companies, and is the chairman of the board of Priceff Oy.

Lassi volunteers as the chairman of the board of Sylva ry, the Finnish non-profit supporting children and& youth with cancer, as well as being a vice captain of the Helsinki Team Rynkeby – God Morgon charity cycling team.


Topi Lintukangas

Senior Advisor

For the past 20 years, Topi has helped Finnish brands commercialize and conquer the world. He has worked extensively in leadership roles in product development, sales and marketing at Suunto, Reima, TBWA, SEK & Grey and as an entrepreneur, as well as a strategist for his clients including Finnair, Konecranes and Valio. Topi is a passionate customer experience developer who believes in the power of strong and responsible brands.

In his free time, Topi spends time with his three daughters, enjoys a variety of outdoor activities and runs an outdoor center in Strömfors. He is a former Ironman triathlon professional, as well as a world record holder in freediving. 

+358 40 167 6300


Tommi Pelkonen

Senior Advisor

Tommi has worked for 24 years in strategy consulting, business development, sales, marketing, research, internationalization, service design and with digitalization projects in Finland, the Netherlands and Hungary. Tommi has worked as a strategy director at SEK and Frantic, and as a senior expert at Google Finland. He has also worked with Finpro, as a digitalization consultant at Satama Interactive, and as a researcher at the Helsinki School of Economics. He has been an active participant in IAB Finland and in the Helsinki Chamber of Commerce. 

+358 40 505 0821

Johanna Toivonen

Senior Advisor

Johanna has 18 years of extensive experience in the field of market research and, prior to that, in sales and marketing roles in international companies. She has done many projects for B2B and B2C customers in various industries, as well as international projects where research has been utilized to develop the business, customer experience and customer relationship management. Johanna has also completed a degree in service design. 

+358 50 555 0455

Johanna Proof

Petri Uusitalo

Senior Advisor

Petri has worked in branding and marketing for over 35 years. Prior to joining Proof, Petri worked as a creative, chief strategy officer and CEO of the PHS/TBWA advertising agency, and, since 2010, as an entrepreneur. Petri’s book, Brand & Business, was published in 2014. He is also the chairman of the board for Knehtilän Luomutuote Oy, which develops and markets organic foods. 


Piritta van der Beek

Senior Advisor

Piritta is an energetic professional facilitator and a board professional with 20 years of experience in organisational development. She dives into new subject matters with the courage to ask stupid questions. Piritta is fast at finding the crux of complex matters and creating a process plan ahead. She is a trailblazer in online strategic planning and innovation workshops.

Piritta is the author of Fasilitointi luo uutta – a handbook about creative problem solving methods (Alma Talent 2012). Before Proof Advisory she worked as the CEO of Grape People, a Finnish consulting and training firm.

+358 400 664 889


Are you interested in joining us? Send your CV and an open application here

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Our network covers the whole of the EU and several countries outside Europe. The network consists of experienced advisors, researchers and consultants, all with more than 20 years of experience in business. They each have strong local networks and local knowledge. We carry out international assignments using local field expertise.




Proof international network: Sweden, Norway, Denmark, United Kingdom, Ireland, Netherlands, Italy, Belgium, Germany, Poland, Czech Republic, France, Slovakia, Slovenia, Serbia, Montenegro, Bulgaria, Romania, Switzerland, Austria, Estonia, Lithuania, Latvia, Belarus Russia, Ukraine, Russia, Singapore & California.

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