Forbes StaffLoukas Tzitzis is a name synonymous with innovation, leadership, and transformation across industries. With a professional journey spanning over 25 years, 15 countries, startups to corporates, and diverse technology segments such as AI, Cybersecurity, Fintech, MedTech, Utilities, Blockchain / Web 3, ICT & Digital Platforms , Loukas’ path is anything but conventional. Currently serving as the CEO of FORUS International, he exemplifies the intersection of technology, business, and leadership.
Reflecting on his career, Loukas shared, “I have not had the most classical professional journey. Starting in Medical Genetics, I realized early on that I wanted to explore where technology meets business and leadership. This led me to pursue a Master’s in Management at Loughborough University, eventually joining British Telecom (BT) at a pivotal moment in technological evolution. The experience honed my skills in strategic planning, innovation, and people management, setting the stage for my global career.”
Over the next 15 years, Loukas pivoted his career towards SMEs across EMEA, where he was selected for increasingly senior positions, deepening his expertise across IT segments, sales, marketing, strategy and technology. His first executive role in Austria as COO of a digital holding operating across 16 countries marked a turning point, preparing him for his first CEO position almost a decade ago. Subsequent leadership roles at Nexign, Amdocs, Tech Mahindra, and Gentrack highlighted his ability to drive impactful outcomes, earning recognition from clients and industry analysts alike.
Now at the helm of FORUS International, Loukas’ vision aligns with the organization’s disruptive approach to redefining super apps. He elaborated, “FORUS is pioneering a ‘customer-to-community’ model powered by tokenization, enabling users to become stakeholders and co-owners. Every transaction generates a reward in the form of a tangible asset with monetary value, fostering community engagement and sharing success across the entire community. This approach surpasses traditional loyalty mechanisms and creates a shared vision for sustainability, inclusivity, and trust across the entire value chain.”
FORUS has achieved remarkable milestones despite being a young company. Since its formation in 2022, the organization has expanded to three countries, serving a region with six million users. Its platform supports diverse services beyond ride-hailing, including delivery, tokenisation of community rewards and peer-to-peer vehicle sharing, demonstrating scalability and innovation. Loukas is quick to praise Urmas Soorumaa, FORUS founder and one of the most successful businessmen ever in the Baltics, Eduard Dubrovski and the wider FORUS team for successes to date. Under Loukas’ leadership in 2024, FORUS is having a breakout year, across key business and customer engagement metrics for a company at this lifecycle stage. When we asked for more details, Loukas smiled but reminded us that he cannot comment on concrete financial results prior to the end of the annual audit results but he confidently stated that he expects the results to show that FORUS has been setting new business performance expectations in the digital mobility space through its business – driven approach and its disruptive, tokenisation-powered business model.
Loukas attributes much of his success to his leadership principles, rooted in transparency, speed of execution, empowerment, mentorship, and collaboration. He emphasized, “Leaders have a duty to develop people. Building high-performing teams requires clear communication, tough decisions, and fostering a culture of innovation and ownership. A leader’s role is to inspire and prepare the next generation, balancing empathy with accountability.”
As an advocate for AI’s transformative potential and a global expert invited to join the AI for Developing Nations Forum, Loukas sees it as a ‘leap-the-curve’ moment for industries and society alike. He explained, “AI will reshape everything and that includes the ride-hailing industry, driving efficiency, enhancing customer experiences, and enabling advancements like self-driving vehicles. Companies that integrate AI effectively will establish technological moats and maintain competitive advantages.”
FORUS’ approach to challenges mirrors Loukas’ strategic mindset. Addressing competitive, regulatory and scaling hurdles, he champions business model innovation as the key to sustainable growth. The organization’s tokenization model has driven a tenfold increase in community members that have signed up for the US Token in the last 5 months, with ambitious plans to extend this growth in 2025 ten times.
When asked about the best advice he’s received, Loukas emphasized the importance of cultural adaptability, emotional intelligence, and communication. He reflected, “Winning matters. Surround yourself with smarter, more experienced people, and never underestimate the power of hard work and consistency.”
Loukas Tzitzis’ journey is a testament to visionary leadership, resilience, and an unwavering commitment to driving innovation. As he continues to steer FORUS International toward global success, his story serves as an inspiration for aspiring leaders and disruptors worldwide.
