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As digital identity evolves across Europe, SK ID Solutions CEO Kalev Pihl explains how Smart-ID is expanding beyond the Baltics into new markets such as Belgium. In this interview, he reflects on competition, cross-border identity, and what it takes to build secure, user-friendly authentication at scale.
Belgium already has strong national eID and authentication habits – what specific gap did you see that Smart-ID could realistically fill there?
Belgium has a high level of eID maturity, largely shaped by one dominant provider. The opportunity for Smart-ID lies in introducing more diversity and competition into the ecosystem.
Additional trusted providers help give service providers more choice and flexibility, reduce reliance on a single solution, and drive continuous improvements in user experience, pricing, and innovation. Belgium’s supportive regulatory and legal environment also makes it well-suited for new entrants to contribute alongside existing systems.
At the same time, the country’s international and diverse environment makes it a natural fit for a cross-border solution like Smart-ID. Today, the service is used by around four million users across more than 1,100 services, and expanding into new markets strengthens its relevance for both users and businesses operating across borders.
You entered Belgium through a local partner and a broader digital wallet vision – is this market really about Belgium, or about positioning Smart-ID within the future EU identity wallet ecosystem?
The move into Belgium is part of a broader European strategy rather than a single-market play. SK ID Solutions entered as an Estonian trust service provider offering legally binding electronic signatures recognised across the EU.
A local partner supports onboarding by ensuring accessibility for all Belgian residents with an ID card. Belgium and the wider Benelux region provide a strong environment for testing and scaling trust services at the European level.
The expansion also goes beyond Smart-ID itself. The company is active in timestamping services, and the Belgian market is part of a wider effort to expand existing services and introduce new ones across the region.
Smart-ID is built as a cross-border, eIDAS-compliant solution – how important is that in a country like Belgium, where many users and businesses already operate internationally?
This is highly relevant in Belgium’s international context. Many companies operate across EU borders, and users frequently interact with services from other countries in sectors like banking, fintech, e-commerce, and mobility.
A cross-border, eIDAS-compliant solution simplifies these interactions. It also supports Baltic companies looking to expand into Belgium, while giving Belgian businesses access to a user base of more than four million Smart-ID users across different markets.
The app has been recognised as one of the most user-friendly in Estonia – what specific design or product decisions made the biggest difference in usability?
Smart-ID focuses on doing a few things very well: authentication and digital signing. The user experience is built around clear, consistent flows that remain the same across different services.
A simple and recognisable visual language plays a key role. Over nine years on the market, continuous user and service-provider feedback has helped refine the product, improving intuitiveness while maintaining high security standards.
With Smart-ID+, you’re introducing QR flows, device linking and stronger cryptography while also aiming to reduce friction – is this about staying ahead of new threats, fundamentally changing how people authenticate, or both? And do you see the future of digital identity as something users barely notice, or does visibility still matter for trust?
The priority is to ensure that users clearly understand and intentionally approve every transaction. Smart-ID+ strengthens this by anchoring users more directly at the start of the authentication process, helping capture user intent more effectively.
This is particularly important in preventing remote fraud, where users may be manipulated into approving actions they did not intend to approve. While some flows remove code matching, it remains available in others, and service providers can choose the level of security based on context.
Ultimately, improving security may require introducing some friction, encouraging users to pay closer attention and adding verification steps where needed. The goal is not to make identity invisible, but to make it trustworthy, ensuring users remain protected as they interact with digital services.
