Two higy skililled executives, 40-year-old COO Lilja Rut Graetz and 46 -year-old CCO Pasa Louie will replace Bjarni S Snæbjörn Jónsson when the DecideAct co-founder and long-time executive scales back a busy working life and steps down from the executive team at the end of December 2022. Bjarni will continue as the company's Chief Strategy Officer and oversee the Icelandic market. The two new executives, Lilja Rut Graetz and Parisa Louie, both know the team, the business, and the product inside out, having been with DecideAct since 2018 when it was just a handful of core employees.

They also have a solid management background having previously been involved in the management of both public and private organizations. Lilja Graetz worked at the Icelandic Financial Supervisory Authority from 2006 to 2018, where she rose to become a director and part of executive management. Her department was responsible for risk analysis, policy development, and processing applications for financial institutions' risk models.

Lilja was then headhunted for the role of COO at DecideAct. Her educational background includes a Bachelor of Science in Economics from the University of Iceland, a Master of Science in Banking and Finance from the University of St Andrews, and an Examination in Securities Trading according to the regulations for Financial Services. Lilja was born in Iceland and now lives in Berlin with her husband and their two children.

In her spare time, she enjoys being active outdoors in nature and is especially captivated by the rugged Icelandic nature and its opportunities for challenging hikes. Parisa Louie has 20 years of experience in building new businesses and growing teams in multiple countries, with expertise in marketing management, business planning, e-commerce, entrepreneurship, and leadership. Parisa also serves as CEO of DecideAct's Canadian division, a market that is now beginning to flourish.

In 2016, Parisa was nominated for Best CEO of the Year by TechCrunch for her previous tech startups alongside Skyscanner and Shazam. Her educational background includes an MBA from IE Business School in Madrid, International Marketing from Copenhagen Business School, and Business and Marketing (1st Class Honor) from London Metropolitan Business School. Parisa was born in Iran and now lives partly in London, and partly in Toronto.

She has a great passion for neuroscience and psychology and continues to grow her knowledge in motivational psychology and leadership mentality. She practices yoga and meditation daily and spends her free time outdoors cycling, winter sports, water sports, motor racing, and charity projects.