Why I Built Evoluna?

In February 2025, I was sitting on Mondello beach in Sicily when I realized that after 20 years of building technology companies and media businesses, I had left something important undone. The most important question — how a person actually changes their life — was one I had never truly answered. Evoluna was born from that realization.

I was sitting on Mondello beach in February 2025, looking at my life as if from a map.

The idea of Evoluna didn't emerge there from nothing. It had been taking shape in me for some time already — through various conversations, experiences, and observations. But it was there, by the sea, that it became concrete enough.

I felt I needed to make a change. Not simply build another company. But create something that would serve as a catalyst for people at the very beginning of their own transformation.

Over 20 years in media and technology. Microsoft. Samsung. Viasat. Wide Media. ApolloTV. UBN, a TV channel in Poland, and more. Acquiring companies, selling them, running them — meetings, strategies, numbers, negotiations.

On paper, it all made sense. Many of those projects were successful. Some, genuinely so.

But throughout those years, I kept seeing the same pattern repeat itself. In friends, colleagues, clients — and sometimes in myself.

People move forward in life because it's the next logical step. A new role. A new project. A new company. A new goal. A new level.

But at some point, a question surfaces: is this truly my path, or just the next step on a road I chose a long time ago?

For me, this wasn't a crisis. It was more like seeing clearly.

Operator or Orchestrator

In the business world, I've always noticed two types of people.

There are operators. People who build one thing deeply and for the long haul. One company. One domain. One system they refine continuously. That's an enormously valuable skill, and the world needs those people.

I'm not quite that. Not because I couldn't manage it — it's just that my eyes light up somewhere slightly different.

By nature, I'm more of an orchestrator. I see systems. Connections. Markets. People. Capital. Energy. Places where something is fragmented, inefficient, or not yet brought together. I've often built several things at once, moved between layers, and looked for where the next natural development would emerge.

But until Evoluna, most of my projects were, in one way or another, commercial products. A TV channel. A media company. Content services. Platforms. Business structures.

Those things matter. They have value. But their meaning felt somehow distant to me.

With Evoluna, the focus shifted.

What changed?

In February 2025 in Italy, I had more space to think. Walking around Mondello beach and the Palermo area, earlier thoughts began converging into a single whole. I watched my children grow. I watched my wife create peace and home around her. I thought about what I was actually building — and what I wanted to leave behind, not only for my family, but more broadly.

One pattern kept emerging more and more clearly through all of it.

People who came to me... asking for advice on career, leadership, business, or personal development, would very often end up at the same question.

"Who would you recommend I go to?" Not just "what should I read?" Not just "what do you think?"

But: "Who could actually help me?"

And very often my answer was something like: "I know someone who might be a good fit for you." That worked sometimes, but it wasn't systematic — and it didn't have the power to do anything meaningful at a larger scale.

"It didn't depend on a system. It depended on my memory, my network, and whatever I happened to know at that moment. And that kind of randomness shouldn't play such a large role in whether a person finds the right support and help."

The absence of that system was one of the reasons I started building Evoluna.

The problem isn't a lack of information

In Estonia today, there is no shortage of information. There are books, podcasts, workshops, therapists, coaches, mentors, yoga teachers, body and somatic practitioners, doctors, counselors, personal trainers, programs, professional associations, and more.

Help exists. But for the individual, it's often deeply fragmented and difficult to make sense of.

If you don't know what you're looking for, hundreds of names, dozens of methods, and a maze of professional titles won't help you much.

The first difficulty is rarely access to help. The first difficulty is knowing where to begin.

Do I need a therapist? A coach? A mentor? A somatic specialist? A health consultant? Someone who can simply help me get my thoughts in order?

"If a person has to become an expert in the personal development market before they can find help, the system is built wrong."

Evoluna's purpose is to build that missing entry point. A place where a person can arrive even when they don't yet know exactly what to ask or where to go.

What does Evoluna do differently?

Evoluna doesn't start with a specialist's title. We don't assume that a person already knows whether they need a coach, a therapist, a mentor, or some other form of support. We start with where the person is.

Body. Mind. Spirit. Health. Growth.

These five dimensions help look at a person more holistically. Not only through the lens of a problem, but through where they actually are right now and what feels missing. A person describes their situation from where they genuinely are — not from where they "should" be.

From there, the system helps surface specialists whose experience, profile, and way of working might be a better fit for that particular situation.

Evoluna is not simply a directory. A directory says here's a list — choose for yourself. Evoluna's intention is to see the person as a whole, starting from you and moving forward from there individually.

We also don't want to wait for specialists to register themselves on the platform. Many of the very best practitioners are not the most visible marketers. Some don't post on social media every day. Some don't know how to sell themselves. Some simply do exceptional work and are the best at what they do.

That's why we've worked to make more visible the specialists who are already active in the public space across the domains of body, mind, spirit, health, and growth. The purpose of these profiles is not to speak on behalf of the specialist, but to make that first step of discovery easier for the person seeking help.

Every specialist can claim their profile, update it, edit it, or remove it if they choose. When a specialist takes ownership of their profile, the information becomes more accurate, more current, and more trustworthy. That's how quality grows over time, together with the community.

What do I want Evoluna to be in ten years?

I don't see Evoluna as just another website.

I see it as a new entry point into the world of human growth and wellbeing. A place where a person can turn when they feel something is off, but don't yet have a name for it. A place that doesn't put the full weight of the choice on the person's shoulders. A place where specialists aren't just listed, but where their work, experience, and fit become more understandable to the person looking.

If Evoluna, ten years from now, has helped thousands of people reach the right person faster, then this has been worth building.

Because very often, a person doesn't need yet another piece of general advice. They need the right person at the right moment.

If you're reading this and you're not quite sure what you're looking for, start from where you are right now. If you already have a sense of the direction you want to move in, you can browse profiles of specialists who might be a fit.

Both paths lead to the same place.

"One more person who doesn't have to take the first step of their change alone."

Pert Lomp is the founder of Evoluna, a graduate of the Fontes leadership mentoring program, and an EMCC-certified mentor. His more than 20 years of experience in the media industry led him to the understanding that people often don't need more information — they need a more trustworthy first step.

Content marketing: Evoluna