Eva Noten may not be a household name just yet, but that’s quickly changing. Across Europe—and even beyond—her name is starting to show up in big conversations about ethical finance, smart leadership, and tech that actually helps people. She’s not loud or flashy. Instead, she’s thoughtful, kind, and deeply focused on building better systems for real people.
So, what makes Eva Noten so special? This article will walk you through her story—from her early days in The Hague to becoming a global voice for change. We’ll explore her background, her big ideas, the work she’s doing right now, and why so many people see her as a new kind of leader.
Eva Noten’s Early Life in The Hague
Eva Noten grew up in The Hague, a city known for its peace talks and international courts. But for Eva, home was also full of curiosity and creativity. Her father was a Dutch economics professor, and her mother, a French-born ceramic artist. This mix of logic and art shaped her from a young age.
At the dinner table, the family talked about ethics, economy, and human rights. These weren’t just boring adult conversations—they were exciting, deep discussions that encouraged Eva to think differently. She learned early on that both numbers and feelings matter in decision-making.
This mix of thinking helped her see the world in a unique way. She wasn’t just interested in rules or results—she cared about people, fairness, and doing things the right way.
A Powerful Education That Shaped Her Path
Eva Noten didn’t stop at childhood learning. She wanted to know more—and she aimed high. She studied Political Economy at the London School of Economics (LSE) and graduated with honors. But that wasn’t all. She also went on to do a dual Master’s degree in Sustainability Management and International Relations, studying at both Sciences Po in Paris and the University of Amsterdam.
During her school years, she wasn’t just hitting the books. Eva co-authored papers on ethical investing, launched a student-run think tank, and joined global forums to share her ideas. She was already starting to blend big-picture thinking with real-world action.
Her education gave her tools to talk about money, policy, and fairness in a smart, clear way. And it made her believe even more that systems can be designed for good.
How Eva Noten Entered the World of Finance
After finishing her studies, Eva entered the world of corporate finance. She worked at a big investment bank in Zurich. For many, this would be a dream job. But for Eva, something felt wrong. While the numbers made sense, the values didn’t. She once described it as a “values vacuum”—a place where profit was everything, and people came second.
Still, instead of walking away, Eva looked for answers. She wanted to understand how finance could help people, not hurt them. She believed that money isn’t bad—it’s just a tool. And when used right, it can build schools, homes, clean energy, and more.
This belief became the seed for something much bigger—and soon, she was ready to build something of her own.
The Birth of Veritas Impact Partners
In 2014, Eva Noten co-founded Veritas Impact Partners, a financial firm based in Amsterdam. But this wasn’t your typical investment company. Veritas had one clear goal: to make money work for the planet and the people.
The firm focuses on ethical investing. That means putting money into projects that are good for the environment, fair to workers, and helpful for society. Today, the company manages over €4 billion in sustainable investments.
Eva helped create something called the Green Equity Index—a clear, honest way to track which investments truly support clean energy and social justice. She believes that finance should be open, honest, and used to build, not destroy.
As she said at the Bloomberg Green Conference in 2023, “Finance should be a tool, not a weapon.” And that’s exactly how she runs Veritas.
Eva Noten’s Big Ideas for Ethical Investing
What makes Eva’s approach to finance different? It’s her human touch. She doesn’t just look at numbers—she looks at impact. She wants to know how a project will affect real people, not just how it will perform on paper.
That’s why Veritas puts money into things like:
One of her best-known projects is MediBridge, a healthcare platform that helps displaced people across Europe access telehealth services. It’s now running in five countries and backed by EU funds.
Eva’s message is clear: investing can be kind, smart, and effective all at once.
Eva Noten Steps Into Politics with a Purpose
In 2018, Eva took a bold step. She ran for office in the Netherlands under the progressive political group Samen Vooruit (which means “Forward Together”). Her campaign wasn’t about power—it was about people. She focused on:
Although she didn’t win the election, the impact was big. Her ideas got attention, and people respected her honesty and real-world plans. She showed up to events on a bike, hosted public meetings in parks and cafés, and invited everyone to help shape policies.
After the campaign, she continued to work behind the scenes as a policy advisor, helping cities across the Netherlands build better, greener, and more fair communities.
Making Change from the Ground Up
Eva Noten never believed that change only comes from big offices or fancy titles. She believes real change begins with real people. That’s why she spends time in local neighborhoods, talking with citizens face to face. She often hosts what she calls “open design circles”—friendly meetups held in parks, cafés, and libraries. Here, anyone can share ideas, ask questions, or help design new solutions for their city.
This idea of co-creation—building things with people, not just for them—is at the heart of her work. It’s one thing to make decisions behind a desk, but Eva Noten wants everyone to have a seat at the table. Whether it’s climate plans, digital tools, or housing rules, she believes people should help shape the systems that affect their lives.
That’s why she’s become a trusted advisor for many Dutch cities and a voice in EU-level projects. She’s helping governments listen better—and act smarter.
The Heart of Her Work: Ethical Innovation
In today’s fast-moving world, tech is growing fast. But Eva Noten asks an important question: “Is it growing in the right direction?” She believes that innovation must include ethics from the start—not just add them later.
That’s why she co-founded Design for Dignity, a nonprofit that supports startups working on human rights and social good. One of its most loved projects is MediBridge, which brings telehealth to displaced people across Europe. It’s already helping thousands in five countries.
Eva is also known for her strong voice on AI ethics. Her paper called “The Code of Conscience” gives smart, simple rules for using artificial intelligence in a fair and safe way. This guide is now used by many leaders in EU policy talks.
She once said in a TEDx talk, “We can’t afford to treat ethics as an afterthought. They must be the blueprint.” And that’s exactly what she’s doing—building a better future from the inside out.
Eva Noten’s Leadership Style: Kind, Clear, and Brave
Not all leaders shout to be heard. Eva Noten leads with calm confidence. She’s the kind of person who remembers your name, listens carefully, and takes action with care. Her teams say she’s firm but fair, and always open to new ideas.
She uses horizontal leadership, which means everyone on the team can share ideas and make decisions—not just the people at the top. She believes that when people feel seen and trusted, they do their best work.
Eva also believes in public accountability. Each year, her company Veritas shares impact reports in plain, easy-to-read language. She even holds digital town halls, where anyone can ask questions and give feedback. That’s rare—and it shows her commitment to honesty.
Real-World Results That Speak for Themselves
Eva Noten’s work isn’t just full of good ideas—it’s full of real impact. Under her leadership, Veritas Impact Partners has:
-
Moved €1 billion away from fossil fuels
-
Funded over 200 startups in clean tech and civic design
-
Invested in social housing and green energy projects
She’s also helped cities improve climate plans, build stronger communities, and support youth programs. Her ideas are not just theories—they become action.
That’s why she’s been featured in The Guardian, Fast Company, NRC Handelsblad, and was named one of Fortune’s “50 Leaders to Watch” in 2024.
But if you ask Eva Noten, she won’t brag. Instead, she’ll thank her team, her partners, and the communities that inspire her. That’s just who she is.
Eva Noten’s Challenges and Unshakable Values
Like any strong leader, Eva Noten has faced pushback. Some people told her that ethical leadership wouldn’t survive in a world focused on speed and profit. Others doubted that people would care about impact reports or AI ethics.
But she didn’t give up. She stayed true to her values. When the road got hard, she used the challenge as a chance to grow. Her calm nature, deep thinking, and respect for others helped her win over even those who once disagreed with her.
What makes Eva different is that she never loses sight of what really matters. Her work is not just about growth or headlines—it’s about dignity, fairness, and lasting change.
What We Can Learn from Eva Noten’s Journey
Eva Noten shows us that leadership doesn’t have to be loud to be powerful. You don’t need to wear a suit, talk fast, or follow the crowd to make a difference. What matters most is leading with purpose—and keeping people at the heart of every plan.
She teaches us that systems can be redesigned—and we all have a part in that. Whether you work in business, education, tech, or policy, her story is a reminder that ethics and action can go hand in hand.
In a time where many leaders chase speed, Eva Noten shows the power of slowing down, listening deeply, and building with care.
Final Thoughts
In 2025, we’re surrounded by fast changes, big challenges, and lots of noise. That’s why people like Eva Noten are so important. She brings calm, clarity, and compassion to places that need it most.
From finance to politics to tech, she’s proving that it’s possible to be smart, kind, and effective all at once. She’s not chasing power—she’s using it to build something better.
As more people discover her work, one thing is clear: Eva Noten isn’t just a leader. She’s a designer of a better future.
And maybe that’s the kind of leadership we’ve all been waiting for.
You may also read about James Feen
