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Our Team
GoalFlow is led by two partners whose skill sets complement each other in a way most consultancies simply can’t offer. Edgar brings the clarity of data, systems thinking, and analytical depth while Liis brings the understanding of human behaviour, emotions, and organisational dynamics. Together, we bridge the worlds of numbers and people, ensuring that decisions are not only smart on paper but workable in real life.
This partnership allows us to look at organizations from every angle: the systems that guide the work, the behavior that shapes the culture, and the emotional reality that influences how people show up every day.
Edgar Spongolts, Managing Partner
Edgar is a data and optimization expert with deep experience in building systems, processes, and decision frameworks that help organizations grow efficiently. With a background as CTO and experimentation lead, he knows how to turn data into clear, actionable insights that guide business performance, product development, and operational improvement.
He sees patterns where others see chaos, diagnosing bottlenecks, simplifying complex workflows, and creating structures that support smarter decisions. Edgar’s work combines analytical rigour with a practical mindset: the goal is always to make things easier, faster, and more predictable for the teams involved.
Liis Paemurru, Managing Partner
Liis is a certified psychologist, change manager, and facilitator who has spent her career helping leaders and teams work through complexity with clarity and confidence. She understands how emotions, communication patterns, and unspoken expectations shape everyday work and how these dynamics either support or block organizational goals. Her strength lies in making people feel heard while guiding them toward practical, doable steps. She simplifies the messy parts of human behavior and translates them into clear habits, agreements, and ways of working that teams can actually maintain.