Ukraine’s New Generation of Wartime Entrepreneurs: Netpeak Founder Artem Borodatyuk (2025)

They are the new generation of young Ukrainian entrepreneurs: dogged, determined, and undaunted in the face of Russian attacks. They are the future of Ukraine.

Kyiv Post had the opportunity to interview one of them: Artem Borodatyuk, the Odesa-born Ukrainian entrepreneur who founded the Netpeak Group of IT companies. He is also a member of the Presidential Council for Entrepreneurship Support, and a member of the Strategic Council of the Diia.City United Technology Business Union.

What inspired you to create your company?

To be honest, it didn’t start with business ambitions at all – it started with music. Back in 2005, my friend Oleksii Klochkо and I created a LiveJournal community called RelaxMusic, where we shared our favorite tracks. It was a passion project, something soulful for people who were looking for deeper and more atmospheric sounds beyond the mainstream. The community grew quickly – we launched a website and a forum, and eventually, we needed hosting resources. That’s when I first encountered the world of online promotion and began diving into SEO [search engine optimization].

Soon after, I started getting actual clients. Following my first successful freelance project, I began looking for more gigs on forums. And that’s how, on June 9, 2006, the SEO agency Netpeak was born – a company that eventually evolved into what is now Netpeak Group.

At the time, I had no idea how to build a business. Netpeak was created because I couldn’t handle all the client requests by myself. That’s when I started hiring people to help me.

Was there a turning point when your new company made a qualitative leap?

A turning point came in 2009 when we opened an office in Kyiv. It was an intuitive, unconscious move – but it turned out to be the right one. Kyiv was nothing like Odesa; the competition was tough, and clients actually had a choice. That was the first time I encountered real competition – different approaches to sales, product delivery, and customer relationships.

The Kyiv office made Netpeak feel more like a real business. That, I believe, marked the beginning of a more mature and professional phase – not just for Netpeak as an agency, but for Netpeak Group as a whole.

For those who have not been in Ukraine, during these times, it is difficult to imagine how a Ukrainian company can continue to operate in a country that is continually bombed. Tell us what happened on Feb. 24, three years ago, when Odesa woke up under a missile attack and lived in fear of the arrival of the Russian army. How did you react to this dramatic situation and what happened in your company?

On Feb. 23, 2022 – just one day before the full-scale invasion – we had just wrapped up a strategic session with our back-office team, the internal unit that supports the entire group of companies. During that session, we made a pivotal decision: to spin off the back office into a separate business unit in order to boost efficiency and accountability. That decision led to the creation of Netpeak Core – and in hindsight, it turned out to be one of the strongest decisions we’ve ever made.

Later that night, I came home around midnight, poured myself a glass of wine, and – for the first time in 16 years of running a business – I said out loud: “I think things are finally going well. Maybe I can relax a little.” Just a few hours later, we all woke up to explosions. Russian warships could be seen on the horizon in Odesa.

That was one of the darkest moments of my life – uncertainty, fear for our loved ones, the paralyzing weight of responsibility, and at the same time, the urgent need to act. And as an entrepreneur, I understood something important: our strength lies in being able to assess risks, stay flexible, and do what we do best – even under fire.

Did your company have a crisis management plan?

From day one, we saw the devastation firsthand – including the bombing of our office in Kharkiv. Entire lives destroyed. Children killed. The initial shock and despair quickly turned into anger. Adrenaline kicked in, and I spent the next three months operating in survival mode.

Thankfully, we already had a crisis action plan in place from the Covid-19 era. The pandemic had taught us a lot: how to work remotely, how to adapt quickly, and how to stay connected under pressure. That foundation helped us keep moving forward instead of freezing.

We focused on evacuating our team, protecting our people, supporting our clients – doing whatever we could. One of my partners said, “I want to come out of this war stronger than I was before.” We took the same approach in business: we decided to emerge stronger, more focused, and twice as efficient.

And that mindset paid off. Measured in US dollars, Netpeak Group’s revenue grew by 18% in 2022, 50% in 2023, and 70% in 2024. That’s a testament to the people in this company – people I’m deeply proud of.

Many Ukrainians, even Odesa residents that you know, have moved their companies to other European countries. Do you regret your choice to stay in Ukraine? What is it like to work in a dangerous situation?

I can say with full confidence: I’ve never once regretted starting – and continuing – my business in Ukraine. It was the right decision, made at the right time, and without exaggeration, a strategically sound one.

Ukraine offers favorable tax conditions – first through the simplified taxation system for sole proprietors, and now through the Diia.City legal framework. We also have amazing, hardworking people to build companies with, and an extremely competitive environment driven by entrepreneurial hunger. That’s why I see Ukraine as our foundation – and I plan to continue developing our “business factory” right here.

That said, we do recognize that we at Netpeak Group are in a somewhat advantageous position. We serve Western markets, and the majority of our revenue comes from outside the country.

As for security – during the pandemic, we learned how to work efficiently in a remote environment. We don’t need much to keep operating: a chair, a table, a laptop, and wi-fi. Of course, Russia’s attacks on civilian infrastructure – especially energy facilities – have created challenges. But we’ve adapted. Power stations, Starlink, generators – these are now part of daily life here. It’s hard to find a Ukrainian, who hasn’t learned how to cope with blackouts and internet outages.

Many entrepreneurs like yourself have offered their services and skills to the defense of Ukraine. What have you done to support your country? How was your cooperation with the government organized?

On a personal level, I was invited to join the Presidential Council on Entrepreneurship Support, where we advise the government on how to better support businesses during wartime.

At Netpeak Group, we don’t have any special contracts or business arrangements with the Ukrainian government. We’ve made it a matter of principle to contribute on a pro bono basis.

Since 2022, we’ve established ongoing support for humanitarian initiatives and projects that bring Ukraine closer to victory. As of today, Netpeak Group has contributed $4,448,583 to support the country. In addition to direct financial aid, we’ve actively offered pro bono services to government institutions. In 2024 alone, companies from the group signed 20 memoranda and agreements with government bodies and formed strategic partnerships with the Ministry of Economy and the Ministry of Education and Science of Ukraine.

We’ve also delivered several other pro bono projects. For instance, our digital agency Netpeak developed and launched the promotional strategy for Game4Ukraine, a charity football match held at Stamford Bridge. The event raised €1 million to rebuild a school in the Chernihiv region.

Let me emphasize that our work with the government is entirely pro bono. No one can accuse us of seeking personal gain. We’re here to help – where help is needed, and where we know we can make a difference.

What was the most difficult thing that you had to face in these three years of full-scale invasion?

When your enemy is trying to destroy your country’s economy, simply keeping your business running becomes a form of resistance.

The hardest part has been staying operational – not folding – despite the constant turbulence. But it’s exactly during times of crisis that your resilience is tested. In many ways, the full-scale war became a catalyst for scaling our products and services to new markets.

Yes, living with constant uncertainty is difficult. But once you accept it as the new normal, it becomes more manageable.

What is your greatest achievement that you like to remember?

My greatest achievement is that the companies within Netpeak Group are now growing independently.

We’ve built a strong corporate culture, a robust recruitment system, and our own unique approach to launching new businesses. From the very beginning, our goal was to create a “business launch factory” – and today, we’re seeing that vision come to life. I’d say the first phase of our mission is almost complete.

In five years, I see even more companies under the Netpeak Group umbrella – each one stronger, more resilient, and more deeply integrated into our ecosystem. We’ll have the best specialists on board, and our total group revenue will be equivalent to 1% of Ukraine’s GDP.

On a personal level, my biggest challenge – and dream – is to release my “For Managers” course to the public. I truly believe it can help spark the creation of hundreds, even thousands, of new successful businesses.

Right now, I’m in the final stages of editing the last chapters. I plan to finish this five-year project by May 1 – and that’s something that really inspires me.