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Personalized
public services

Transforming citizen experience for trust and efficiency

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See how we help governments

Many governments struggle with effectiveness, often driven by low levels of public trust. At the same time, improving policy outcomes depends on strengthening that trust. Personal Government reflects a broader shift identified by organisations such as Gartner, the World Bank and the OECD - the evolution from digital government to the post-digital government, or GovTech, era. In this era, citizens exercise greater control over their data, and trust is built by moving from a government-focused model to a citizen-centric approach. Modern digital platforms and AI capabilities enable this shift, supporting innovation and smoother, more intuitive user experiences where traditional methods fall short.

Explore our digital nation success stories

e-Government

Digitization era

Enhanced traditional public services online. More efficient information processing.

Digital Government

Digital transformation era

End-to-end digital replacement of traditional public services. Whole-of-government approach to service delivery.

Personal Government

Post-digital era

Citizen-centric digital-first new type of services and capabilities. Whole-of-society approach to service delivery.

Personalized public services

Personal Government ecosystem

The citizen sees only personalized opportunities and obligations.

Personal Government is a human-centric, digital-first model for organising public services around the individual rather than the institution. It applies a whole-of-society approach to service delivery, integrating central government, local authorities and relevant private-sector actors into a coherent ecosystem. Services are proactive by design, reducing administrative burden and eliminating repeated data requests. Individuals retain control over their personal data, with full transparency over its use. This experience is enabled by interoperable digital infrastructure: secure digital identity, trusted data exchange, shared registries and modular platforms, increasingly supported by AI.

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Personal government architecture and transformation strategy

Digital public infrastructure and data foundations

Life-event and person-centric service transformation

Unified citizen experience platforms

Government super-app platforms

Government as a platform

Responsible AI for public sector operations and services

Public sector operating model and service renewal

Personalized public services

Government in your pocket

To fully leverage the benefits of digital-first channels, governments must rethink how citizens interact with the state. Technologies and approaches such as personalization, the once-only principle and life-event based services combined with secure digital public infrastructure make it possible to connect siloed government services and data into clear, citizen-centric opportunities and obligations.

Government in your pocket brings this approach into everyday use, allowing citizens to access all government-held data about them through a single application, removing the bureaucratic maze. The system proactively flags expiring documents, licences and prescriptions, while built-in communication features make interaction between public authorities and citizens clear, fast and efficient.

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Mihkel Solvak, PhD, Associate Professor, University of Tartu

"Trust goes both ways in digital services. Trust helps citizens to share their data, which in turn allows the creation of personalized, high-quality services. At the same time, receiving personalized tailor-made services also builds trust."

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Vision and strategy for Personal Government and 'Government in your pocket'

Nortal delivered the Personal Government vision in Estonia, a vision for the next-generation government developed in collaboration with experts from the Estonian government and Tartu University. This vision has since been recognized and cited by the OECD as a milestone-setting innovation in government digitalization and public sector innovation. The vision was accompanied by a proof of concept (PoC) and demonstration of next-generation digital government services, 'Government in your pocket’, which sets the standard for future public services.

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Eesti.ee mockup

An award-winning, personalized, life-event-based citizen services gateway in Estonia

With 100% of state services digital in Estonia, the Eesti.ee state services gateway serves as the key channel for people to communicate with the state and access state services. As the number of government authorities, rules and digital services grew, the need to simplify the citizen experience became clear. This was achieved by reorganizing services around life events, such as 'Getting Married,' which consolidates various services (e.g., issuing new documents) into a citizen-centric model.

GOV design awards 2021 drivenxdesign gold

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Hamburg’s proactive digital state

Hamburg is redefining digital government with a proactive, citizen-first approach. It has transformed how parents access key services by combining parental benefits, child benefits and childcare vouchers into one seamless app. This approach removes red tape, speeds up service delivery and ensures parents get the support they need when they need it. Beyond convenience, the app serves as a testing ground for innovative design and architecture in public services, demonstrating how proactive, user-centered digital solutions can make government more efficient, responsive and accessible.

Transforming Oman’s digital public service delivery

Guided by His Majesty’s vision, Oman set out to build a unified government platform offering citizens and businesses a seamless, user-centric digital experience. The Government Unified Platform (GUP) was envisioned as a single point of access to all government services, improving accessibility and operational efficiency. GUP is positioning Oman as a global leader in digital government transformation, setting new benchmarks for efficiency, accessibility and user satisfaction.