Crowdsorsa improves the world with data and crowd power
The story of Crowdsorsa, founded in 2020, is typical for a tech startup: a need for a service was identified, and technology was harnessed to enable the service. The solution developed by Crowdsorsa has great potential in developing markets, and its further development takes place in an authentic environment in rural Malaysia.
Crowdsorsa has developed a mobile application designed to collect data and associated location information through crowdsourcing. The application has been used, for example, to assess the condition of streets, and to identify and remove invasive species, such as lupine, that compete with native flora.
Toni Paju is the founder of Crowdsorsa and developed the original idea for the company. He has extensive experience of working in developing markets.
"The idea for the street condition assessment system came while I was working as a consultant in Africa. In my idea, I combined crowdsourcing with the geospatial expertise I had gained working with roads and in my studies," Paju explains.
Paju's solution for street condition assessment was a mobile game that collects data on street surface damage through videos. When a citizen participating in the crowdsourcing films a street with their mobile phone, the video recording is transferred to a backend system for analysis, and information about the location and condition of the street is stored in a database.
"I designed the game myself but outsourced the necessary coding skills. Even the first version of the game worked surprisingly well," Paju says.
The players of the mobile game designed by Paju are the citizens participating in the crowdsourcing. The collector of the data, Crowdsorsa's client, acts as the game organizer. Players compete to solve the given problem, motivated by the monetary compensation for playing. The organizer's incentive is the quick and cost-effective solving of problems.
Crowdsorsa's application has engaged thousands of people in combating invasive species, especially teenagers who can earn pocket money by participating in the control measures.
From street conditions to removing harmful plant species
Crowdsorsa's first customer project was carried out in Lempäälä, Finland, where the mobile game accelerated street condition assessment. The very first project revealed the potential of the method, as with crowdsourcing, the street network of Lempäälä was assessed in a single working day.
Since then, Crowdsorsa's mobile game has proven successful in combating invasive plant species that compete with native plants. Dozens of municipalities have used the mobile game to get rid of lupines.
"In the case of lupines, the player takes a photo of the lupine colony before and after removing the plants. The player receives a small compensation for the weeding. Having this work done by crowdsourcing is significantly cheaper than hiring a subcontractor," says Paju.
Crowdsorsa's application has engaged thousands of people in combating invasive species, especially teenagers who can earn pocket money by participating in the control measures.
"Our application also impacts carbon dioxide emissions. For example, when street network condition is assessed through crowdsourcing, there is no need to mobilize a separate survey team to collect the data," says Paju.
Business Finland has played a significant role in Crowdsorsa's early stages, and the company has utilized several of Business Finland's funding instruments.
"In 2021, we took out a product development loan when we received a funding round from investors that covered our own financing share. In the summer of 2024, we participated in the Market Explorer project in Pennsylvania as part of our internationalization strategy," Paju recounts.
Towards Malaysia with Developing Markets Platform
Crowdsorsa's solution has great potential in developing markets, and the company has received complementary top-up funding to a Business Finland funded R&D project in the framework of Developing Markets Platform.
Collaboration with a reliable local partner can be invaluable in developing markets.
The complementary top-up funding targeting developing markets is ideal for Crowdsorsa's needs. It helps the company to develop its product to function in environments with poor data connectivity. The project is being carried out in collaboration with a Malaysian IT company and could improve the system's functionality more broadly.
"Malaysia was chosen partly by chance when our team got a new member who had a reliable IT partner in Malaysia. Testing the system in a real environment in rural Malaysia also improves its reliability in Finland, as data connectivity in Finnish forests and border areas are not without issues," Paju notes.
"Collaboration with a reliable local partner can be invaluable in developing markets, as solutions developed in Finland may not be directly applicable to local conditions. At best, the development work brings about solutions that also have a competitive advantage in developed countries," says Lari Rajantie, Chief Funding Advisor at Business Finland.
Business Finland's Developing Markets Platform helps Finnish companies and their partners advance innovative and competitive business in developing markets in line with sustainable development. It is a joint endeavour of Business Finland and the Ministry for Foreign Affairs (MFA), and the top-up funding provided has derived from the official development assistance by the MFA.
"Innovative solutions developed with the top-up funding in collaboration with local partners can bring about positive development impacts, for example, in terms of environment, social development, quality, costs, or equality – and, in this way, contribute to the UN Sustainable Development Goals", says Kiira Kärkkäinen, responsible for Developing Markets Platform at Business Finland.
As made for developing markets
Developing markets in Africa, Asia, Latin America, and Southeast Europe are future growth markets for Finnish companies offering sustainable solutions.
In these markets, a significant amount of money is spent on infrastructure maintenance, and Crowdsorsa provides a cost-effective system for this purpose.
Additionally, citizens, especially in rural areas, seek more income opportunities. Crowdsorsa's business model offers a new source of income for citizens who provide data to the system.
"This service supports the UN's sustainable development goal of building resilient infrastructure. For example, the lifespans of streets are extended when maintenance decisions are based on data. Longer lifespans save money, reduce emissions, and improve business conditions," Paju notes.
"Combating invasive species also supports the UN's sustainable development goals, which include preserving biodiversity. Additionally, our solution that promotes long-lasting infrastructure supports the UN's goals of sustainable economic growth and ensuring safe and sustainable cities and communities," Paju continues.
According to Lari Rajantie, operating in developing markets can even accelerate product development and adoption.
"There are significant business opportunities for high-tech companies in developing markets. These markets are growing rapidly, and new technology is quickly adopted when there are deficiencies in the old infrastructure," Rajantie reminds.
"In the near future, we want to find new clients in the private sector and collaborate with UN organizations. We also strive to expand our international reseller network," Paju concludes.
The Developing Markets Platform's complementary funding model was revised at the beginning of 2025. Similar additional funding, which is linked to Business Finland-funded R&D projects and paid from the Ministry for Foreign Affairs' development cooperation budget, can now be applied for through Finnpartnership. Read more.