By Word Whimsy 
In the fast-paced world of startup investing, where hype often overshadows fundamentals and luck is frequently mistaken for skill, true expertise can be hard to find. Yet, in the Baltic states, a growing number of aspiring investors and founders look to one name as a beacon of disciplined, transparent, and systematic wealth creation: Marko Oolo.
Who is Marko Oolo, and why is his approach resonating with so many? He is not just a venture capitalist with a prestigious title; he is a former “Excel Wizard” who turned a personal passion for tracking every cent into a seven-figure portfolio and a thriving investment career. As a Partner at the early-stage fund Superangel, a seasoned angel investor, and now a founder of the portfolio management tool Portfellow, Oolo represents a new breed of investor—one who combines rigorous data analysis with a genuine commitment to educating the community .
This article explores the journey, philosophy, and practical lessons from Marko Oolo. Whether you’re a founder looking for capital, an angel investor seeking a proven framework, or simply someone wanting to take control of their financial future, his story offers a powerful blueprint for success.
From Excel Wizard to Million-Euro Portfolio
The story of Marko Oolo is a testament to the power of consistency. Before the venture capital deals and the public recognition, Oolo was a self-described “Excel enthusiast.” For over a decade, he meticulously tracked his personal finances and investment portfolios down to the last cent. This discipline became the foundation of his success .
His journey into conscious investing began in earnest around 2014. Through unwavering discipline in his personal finances, consistent saving, and a relentless commitment to learning, he systematically built his wealth. By 2021, this methodical approach had propelled him to a significant milestone: an investment portfolio exceeding one million euros . His initial capital was earned through traditional employment and entrepreneurship, but over time, investment income became his primary source of revenue. This real-world experience—bootstrapping his way to a seven-figure portfolio—gives him a perspective that resonates deeply with retail and aspiring investors .
His reputation as the “Excel Wizard” was well-earned. He developed such a sophisticated Excel system for managing investments that it became a sought-after tool, downloaded by thousands of Estonian investors who wanted to bring the same level of clarity to their own finances .
The Investment Philosophy: A Framework for Smarter Decisions
Marko Oolo’s investment approach is far from haphazard. Whether evaluating a young startup for Superangel or adding an asset to his personal portfolio, he relies on a consistent and logical framework. His philosophy can be distilled into a few key principles.
The Five Core Criteria
When Oolo looks at a potential investment, he filters it through five critical lenses: team, traction, technology, market, and his own personal excitement about the business . This balanced scorecard ensures he evaluates both the tangible metrics of a company and the intangible qualities of its founders. For him, the questions he asks founders reveal his focus on the human element:
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Why has this founder chosen this business?
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How committed is this founder?
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What are this founder’s chances of succeeding in this business—and in life?
Sector Agnosticism with a Caveat
While Oolo describes himself as largely sector-agnostic, he imposes one crucial rule: he only invests in businesses he can truly understand. With over six years of navigating the tech space, he has developed a deep knowledge of fields like fintech, mobility, the sharing economy, big data, IoT, and sustainability. This self-awareness prevents him from being swayed by trends he doesn’t fully grasp .
Looking Ahead: Trends and Opportunities
Oolo’s investment foresight was evident in his 2020 predictions. He highlighted that post-pandemic, the market would increasingly favor sustainable and “green” technology companies. He also correctly identified the acceleration of contactless and online services as a scalable path to building global businesses—a trend that has only intensified . His personal portfolio reflects this forward-thinking approach, including stakes in companies like Ampler Bikes (e-bikes), Bikeep (smart bike parking), and Planet42 (car subscriptions) .
The Institutional View: Scaling Impact with Superangel
Beyond his angel investing, Marko Oolo plays a pivotal role in shaping the Baltic startup ecosystem as a Partner at Superangel, an early-stage venture capital fund .
Under his leadership and alongside his partners, Superangel has been making significant waves. A landmark moment came in late 2024 when the fund announced its third closing, with SEB pension funds joining as a key investor . This move signaled major institutional confidence in the innovation potential of the Baltic and Nordic regions.
Oolo views this partnership as a validation of their long-term strategy. “The partnership between SEB and Superangel shows that major institutional investors have long-term confidence in innovation in our region,” he stated . This injection of capital from a financial giant like SEB strengthens Superangel’s ability to fuel the growth of bold, innovative tech companies, bridging the gap between local startups and global institutional capital.
Democratizing Success: The Birth of Portfellow
Perhaps one of the most significant chapters in Oolo’s recent career is the launch of Portfellow. Recognizing that his legendary Excel system had limits in terms of scalability and time efficiency, he teamed up with software architect Taavi Ilves to scratch an entrepreneurial “itch” and build something better .
The result is Portfellow, a comprehensive investment portfolio tracking software designed “by investors, for investors” . The mission is deeply personal: to empower retail investors with the same level of insight that Oolo spent a decade cultivating in spreadsheets.
What Makes Portfellow Different?
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Holistic View: Unlike many tools that focus solely on stocks, Portfellow is designed to cover all asset classes. Whether it’s single stocks, index funds, bonds, real estate, cash equivalents, or even crypto, the platform gives investors a complete picture of their wealth .
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Performance Tracking: It tracks true performance, accounting for dividends and currency fluctuations, helping users identify top performers and underperformers with ease .
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Automation: By integrating with banks and brokers like Interactive Brokers, Portfellow automates the tedious process of data entry, freeing investors to focus on strategy .
For Oolo, Portfellow is the natural evolution of his life’s work. “Investing is a journey, and systematic tracking has been key to my success, helping me consistently outperform the market over the past decade,” he shares . “Once you go Portfellow, you never go back! I haven’t opened my investment Excel for months now,” he adds, highlighting the tool’s transformative impact on his own routine .
Beyond the Balance Sheet: Transparency and Community
What truly sets Marko Oolo apart in a often-secretive industry is his radical commitment to transparency. He openly discusses his portfolio on his personal website, , allowing anyone to learn from his successes and, presumably, his mistakes . This willingness to be an open book has made him a trusted educator and mentor.
He extends this educational mission through various channels:
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Co-founding the Investment Festival: He helped create the region’s largest retail investment event, democratizing access to investment knowledge .
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Podcasting: He runs his own podcast, “Investeerimisklubi Podcast,” and is a frequent guest on other popular finance shows like “Rahareede,” where he shares insights on everything from angel investing to financial psychology .
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Charity Work: For years, Oolo has also run a charity fund focused on supporting youth financial and entrepreneurial education, ensuring the next generation has the tools to build their own financial security .
Conclusion: The Lasting Impact of a Disciplined Investor
Marko Oolo’s journey from a meticulous spreadsheet keeper to a Partner at a leading VC fund and a fintech founder is more than just a success story—it is a masterclass in intentional living and investing. His career provides a powerful counter-narrative to the get-rich-quick schemes that dominate online discourse. He proves that consistent discipline, a thirst for knowledge, and a commitment to transparency are the true drivers of long-term wealth.
Whether through his investments with Superangel, his personal angel portfolio, or his mission to empower others with Portfellow, Oolo’s impact on the Baltic investment landscape is undeniable. He has shown that you don’t need to be a Wall Street insider to succeed; you just need a plan, the discipline to stick to it, and the willingness to share what you learn along the way.