​​​​​​"We send children blindly onto the digital highway. They are taught to swim and cycle safely, but the internet is just as public and often much riskier.” 

Emily Jacometti—a pioneer in gamification, digital education and women’s advocacy in STEM—recognized early on that there was a dangerous gap in the way we educate kids about internet safety. Driven to make a change, she co-founded HackShield five years ago, a social enterprise with a mission to help children to navigate the digital world responsibly. Today, their innovative game reaches over 350,000 children including a growing community of “Junior Cyber Agents” in Sweden, where Helsingborg is currently leading the high scores.

To celebrate the Day of the Entrepreneur, we had an inspiring chat with Emily to discuss HackShield’s journey, its expansion into Sweden, and her advice for mission-driven entrepreneurs looking to make their mark internationally.

A Community-Driven Approach to Cybersecurity Education 
“HackShield’s goal is to teach children the skills they need to stay safe online, using both gamification and storytelling to make learning immersive,” Emily shares. “The whole society plays a role in the narrative: local partners, municipalities and even police departments actively participate. We even have had mayors filming messages from rooftops, calling on kids to become cyber agents. Our storyline makes cybersecurity relatable and inspiring for kids. It has really become a community-driven effort.”

Children who complete the training program are ceremonially honoured by their local mayor or police department, officially titled as Junior Cyber Agents. “It’s like being knighted,” Emily explains. “To date, 207 Dutch municipalities have joined HackShield, taking our young agents seriously and empowering them. This positive approach is crucial because it transforms children from potential victims into heroes who feel responsible for their own safety and for their loved ones, like their grandparents. You start a dialogue across generations, bringing new perspectives, reaching more people and building a broader movement.”

 

The Journey of HackShield as a Social Enterprise
But HackShield’s journey initially began with a simpler idea than described above: using gaming to make learning effective and fun. “Gaming is powerful—studies show it’s 60 percent more effective than traditional teaching methods, especially for a generation that’s highly receptive to it,” says Emily. “Through games, kids can experiment safely and learn from mistakes without real-world consequences. They can even try giving their credit card info to a stranger in the game to see what happens!”

In the beginning, the team self-funded, “eating bread with peanut butter—or spaghetti without sauce,” as Emily recalls. Now, HackShield aims to run sustainably thanks to public and private collaborations, with public partners helping shape the content and private partners bringing knowledge and resources. Closing the knowledge gap to help a whole generation use the internet safely, while finding the right business model, has been a big challenge. But, as Emily puts it, “If it were easy, it would have already been done.”

Driven by Purpose: Education, Equality, and Empowerment
The core values remain clear: HackShield is free for children, with no advertising or data selling. “The goal isn’t profit—We are a social enterprise, our aim is to create a sustainable model and make sure profit helps us expand HackShield and make it directly available to more kids, parents and grandparents,” Emily emphasizes.

They also pay special attention to diversity. “In HackShield, we have 45 percent female players, and you see them also in the high scores. “To make the game as inclusive as possible, we’ve designed avatars that reflect different cultures, allowing children to choose features like a hijab.” 

“But above all, I believe that changing the system should start with us. At HackShield, we first look inward to ensure we’re setting the right example, by building a truly diverse team. From there, we can also contribute by creating equal opportunities and access, supporting new talent, and giving them a fair chance.”

Why Sweden? A Strategic Move Fueled by Local Support
HackShield’s expansion into Sweden was a strategic decision. “Sweden has a strong digital infrastructure and places great value on digital skills,” Emily explains. The opportunity came after HackShield’s award at the European Crime Prevention Conference. “Sweden literally ran to our table, saying, ‘We want HackShield in Swedish!’”

From there, the Safer Sweden Foundation took the lead. They hired Pelle—a local enthusiast always spotted in the latest HackShield t-shirt—to move the initiative forward. A year ago, the Swedish Minister for Digital Development, Erik Slottner, officially launched the program. 

The involvement of local politicians and municipalities has been a huge plus. “Sweden does implementation so well,” Emily says. “We discovered that copying the approach we used in the Netherlands worked best. Sweden has a lot of trust in data and results, and there's a real sense of urgency around the issue. Partners get it—they understand the importance of privacy, data, and children's rights in the curriculum. It’s been a great fit.”

 

Building Connections Across Borders
Emily has seen how the Dutch government and Swedish partners have been crucial in HackShield’s journey. She first visited Sweden on an economic mission. “It was intense, but a fantastic chance to support our partner and establish new connections,” Emily recalls. “We spoke with several Swedish companies, and one or two began serious talks with Safer Sweden.” 

She’s particularly grateful for the embassy’s help. “They’re always ready to answer specific questions or connect us with the right people. The embassy’s network is vast—they know everyone, whether we’re looking for a bank with a social responsibility program or a cybersecurity company with a strong CSR initiative. Their support has made everything easier, saving us time and effort.”

Advice for Dutch Entrepreneurs
“Physically visit the country—it makes a huge difference,” Emily advises entrepreneurs looking to expand internationally. “It’s important to understand the structures in place and think about how you will land there. Does the country fit on your company’s roadmap?”

She also encourages more women to internationalize their businesses. “There are so many resources available. The RVO website has tips and stories from female entrepreneurs, including a recent video featuring me, where women can find inspiration and guidance for growing their businesses beyond the Netherlands.”