This is probably the most popular digital brand of Estonia today which has signed up over 15,000 customers. e-Residency was presented as a government startup by Taavi Kotka, Ruth Annus, and Siim Sikkut on an idea contest by Estonian Development Foundation in 2014. The first e-Resident of Estonia was British journalist Edward Lucas. Director of the programme is Kaspar Korjus. The key benefit of e-Residency is the ability to run a location-independent business online. It also enables to connect many online services. One of the strongest services linked up with e-Residency today is Bitnation Public Notary. The initiative is gaining a lot of attention worldwide and aiming for 10M e-Residents by 2025.