Loukas Tzitzis Interview
The interview delves into the innovative approach of Forus International with Loukas Tzitzis, a mobility-first super app, led by a visionary leader with over 25 years of experience in ICT, fintech, blockchain, and AI. Forus redefines user engagement through tokenization, turning customers into stakeholders with tangible benefits via US Tokens. The platform emphasizes sustainability, inclusivity, and cutting-edge technology integration to address diverse regional challenges and align with global ESG goals. With ambitions to scale globally and expand the US Token ecosystem, Forus aims to revolutionize the super app market by prioritizing community ownership, adaptability, and innovation.
A Multifaceted Journey
We started the interview by asking, “Explain your background and your firm in detail.”
Loukas Tzitzis replied, “I am fortunate to have had a varied career across multiple geographies and domains. My journey has revolved around understanding how to utilise cutting-edge technologies and shape them into value-add customer offerings that drive real-world impact. Having worked over the last 25 years in ICT, Fintech, IoT, Medtech, Blockchain, Cybersecurity and AI, my approach to innovation and leadership has been shaped to become an adjustable framework that is applied on a case-by-case basis, based on the realities and potential of the segment in question and its technology adoption lifecycle stage.
Forus International was founded with a vision to revolutionize the super app market through a disruptive tokenisation-powered business model that provides to its customers significantly higher value than just their purchase. As a mobility-first platform, Forus built a seamless ecosystem offering diverse services like ride-hailing, delivery, and RWA tokenisation under one roof.”
Redefining Service Platforms
The Worlds Times: Forus International positions itself as a mobility-first super app with a unique model of rewarding customers with US Tokens. How do you see this approach disrupting traditional service-based platforms, and what has been the response from your user base so far?
Loukas Tzitzis replied, “A traditional service platform user engagement model is centered around transactions, but Forus is redefining this relationship by turning users into owners through tokenisation. What sets us apart is our unique customer-centric model that effectively gifts users with a concrete asset with real economic value, the US Token. This elevates customers to becoming empowered stakeholders in our journey and we believe that this strategy bridges technology and community, creating a shared vision for sustainability and growth, while enhancing user retention, fostering trust, and driving organic growth.
The response has been overwhelmingly positive, with users appreciating the tangible benefits of their participation. Many have expressed that they feel more aligned with Forus’s mission, as they see their contributions directly impacting community growth. This has also fostered deeper engagement, with our community members advocating for and co-creating the future of the platform.”
Empowering Communities through Tokenization
The Worlds Times: The concept of turning customers into stakeholders through the US Token is groundbreaking. Could you elaborate on how this tokenization strategy fosters community engagement and contributes to Forus’s long-term growth?
Loukas Tzitzis replied, “The tokenization strategy is rooted in the principle of shared ownership. US Tokens act as a bridge between Forus and its community, enabling users to benefit from the platform’s success. By rewarding users for their interactions—whether through using our services, promoting the app, or providing valuable feedback—we’re creating a zero-risk & investment, mutually beneficial ecosystem that has a solid value generation foundation, not compromised by arbitrary determinations on value and inflationary pressures. Users feel invested in the platform’s growth and are more likely to recommend it, collaborate in its evolution, and remain loyal. Over the long term, this approach helps Forus differentiate itself in a competitive market, driving sustainable growth by prioritizing community over mere consumption. We already see a direct impact on community engagement and we think that this will only accelerate.”
Harnessing Advanced Technologies
The Worlds Times: With your vast experience across ICT, fintech, cybersecurity, AI, and blockchain, how do you integrate these technologies into Forus International to stay ahead in the competitive super app market?
Loukas Tzitzis replied, “We believe that each technology has its own potential to generate benefits for our customers but at the end of the day this is what it is all about: the right use case at the right time giving benefits to our customers & our business. Obviously, cybersecurity is non-negotiable; there can be no compromise when it comes to protecting users and their data.
Our ICT expertise ensures a seamless integration of these technologies, creating a reliable and efficient platform. By ensuring that we are aware of tech trends and their adoption lifecycles, while continuously innovating by prioritizing the ones that can make a difference for our business in the short to mid-term as well as listening to our users, we maintain a competitive edge in today’s evolving super app landscape. At the same time, we are positioning ourselves for the future by ensuring that we are preparing the transition of our platform towards technologies that shall be necessary for the mid- to long-term.”
Sustainability through Shared Ownership
The Worlds Times: Forus aims to create a sustainable tomorrow by engaging the community through shared ownership. How does the platform align with global ESG goals, and what are some tangible impacts you’ve witnessed?
Loukas Tzitzis replied, “Forus aligns with ESG goals by prioritizing environmental responsibility, social inclusivity, and governance. For instance, the shared ownership model promotes social equality, and better inclusivity by empowering users from diverse backgrounds.
Tangible impacts include a growing user base that actively participates in shaping Forus’s sustainability initiatives. Through current and upcoming partnerships, we’ve also contributed to reduced environmental impacts in our operational regions and a significant increase in shifting towards a sustainability culture, underscoring our commitment to a sustainable tomorrow.”
Celebrated Leadership
The Worlds Times: Your leadership has been recognized with prestigious awards like the DX Inspire Award and UK CTIO 100. How have your leadership principles evolved, and what key strategies do you employ to drive innovation and success in your teams?
Loukas Tzitzis replied, “My leadership principles are rooted in adaptability, collaboration, and a growth mindset. Recognitions like the DX Inspire Award reflect not just the successful outcomes of my vision but the collective efforts of the teams I’ve led, a fact for which I am grateful. To drive innovation, I emphasize creating a culture of what I call “innovation on the money”, curiosity and ownership, where challenges are seen as opportunities for growth, preparing the next generation of leaders for any organization I have worked. Transparency, open communication, and mentorship are central to my strategy.”
Navigating Regional Nuances
The Worlds Times: Operating across Estonia, Lithuania, and Latvia, what challenges have you encountered in scaling Forus International, and how do you tailor your approach to diverse regional markets?
Loukas Tzitzis replied, “Scaling across multiple regions requires navigating regulatory frameworks, cultural specifics, and variation in consumer preferences while managing technology and deployment challenges. In Estonia, for instance, there’s a strong emphasis & proud history on digital adoption, while in Latvia and Lithuania, local community engagement plays a critical role.
We address these challenges by adopting a hyper-localized approach, collaborating with local partners, and employing region-specific marketing strategies. This flexibility ensures that Forus resonates with users while maintaining its core values.”
Forus International’s Five-Year Vision
Lastly we asked, “What is your vision for Forus International over the next five years, particularly in terms of leveraging the US Token ecosystem and expanding into new markets or service categories?”
“Our vision is to make Forus a global leader, driven by community ownership and tokenisation-powered business model innovation. We want to take a different path to other super-app players – and we ultimately believe that US Token is the present and future of our business and our super app has an important part to play in it.
More specifically, we see our digital services super-app as a major market share acquisition instrument for the “land & expand” strategy of the US Token across all segments and geographies. Over the next five years, we plan to scale the US Token ecosystem, enhancing its utility in areas like e-commerce, financial services, and certainly beyond mobility-related services. We aim to expand into emerging markets, tailoring services to meet local needs while upholding global standards. Additionally, we’re committed to advancing sustainability initiatives, ensuring that Forus contributes meaningfully to global progress.” LoukasTzitzis Concluded
Connect Loukas Tzitzis on LinkedIn
Visit Forus International to learn more about it
Also Read:
H.E. Jamal al-Moosawi Interview
Caroline Fabre’s Journey and FOXMEDIA’s Evolution as a Global Leader
Miha Berčič Interview: From Survival to Business Resilience
