Juha Viitala is a leading figure in the digital finance and blockchain sectors known for his work on regulated digital money infrastructures. Based in the United Arab Emirates, he currently holds the position of Senior Executive Officer at Universal Digital, a company recognized for its pioneering efforts in stablecoin technology and digital asset regulation. ^{[1] [2] [3]}​

Education

Juha Viitala's entry into the world of business and finance was built upon a strong academic foundation. He obtained an Executive MBA in Business Administration and Management from Henley Business School, a credential that he earned between 2016 and 2021. ^[2]

Career

Juha Viitala began his career in Finland’s technology sector, holding sales and business development roles at PC-SuperStore (1998–1999) and Oy Mikrolog Ltd. (1999–2009), where he worked with enterprise IT infrastructure, OEM manufacturing, and customer account management. He later co-founded and helped develop several ventures, including Joberate (2010–2014), a predictive analytics company, and travel-related businesses such as Mandala Travel, where he served in leadership positions between 2009 and 2016, and Faralong, a travel technology startup that he co-founded and led as chief executive officer from 2015 to 2016.

From 1997 to 2017, Viitala was founder and chief technology officer of Netgen Oy, a consultancy focused on digital strategy, e-commerce, and emerging technologies. He subsequently joined Tomorrow Tech as Director of Blockchain Strategy and Business Development (2017–2019), contributing to the development of DIAS, a blockchain-based platform for real estate transactions in Finland. He later co-founded Bering & Company (2019–2020), a consultancy specializing in distributed ledger technologies and blockchain adoption.

Between 2020 and 2022, Viitala served as Vice President of New Product Development at Equilibrium, where he worked on decentralized finance and blockchain infrastructure initiatives. In 2022, he founded Membrane Finance and became its chief executive officer, overseeing the development of EUROe, a euro-denominated stablecoin infrastructure platform. Following Membrane Finance's acquisition by Paxos, he served as Chief Executive Officer of Paxos Europe in 2025, leading the company's European operations and digital asset strategy.

In November 2025, Viitala became Senior Executive Officer of Universal Digital Intl Limited in the United Arab Emirates, the company licensed by the Abu Dhabi Global Market Financial Services Regulatory Authority (FSRA) to issue the fiat-referenced token USDU. Alongside his technology and finance roles, he founded and produced Helsinki Adventure Night (2008–2021), an annual adventure and climbing event in Finland. ^{[1] [4] [3] [2]}