The Global Business Services (GBS) market in Romania will continue its rapid expansion, with an estimated annual growth rate of 10% to 15% over the next 2-3 years, according to industry studies and projections by Horváth, a global management consulting company active in the Romanian market since 2005. Romania remains a key destination for these services at the European level, as the global GBS market undergoes significant transformations and consolidation, maintaining its fast growth trajectory.

The global GBS market has grown substantially in recent years, valued at USD 276 billion in 2024, with a compound annual growth rate (CAGR) of 18%. By 2028, this market is expected to reach USD 521 billion, reflecting significant growth potential. This trend is driven by structural changes within companies, which are shifting from low-cost models to strategic business partnerships.
A notable aspect is the intensified migration of GBSs toward strategic roles within organizations, moving away from traditional evaluations based on Service Level Agreements (SLAs) or Key Performance Indicators (KPIs). Over 50% of GBSs now consider customer experience as the key performance indicator, while only 10% still prioritize cost reduction. These centers are increasingly involved in the digital transformation and automation of corporate processes, with 83% playing a crucial role in this effort, while 27% are actively leading this transformation globally.

Romania is evolving from a cost-focused market into a global hub for future skills, such as artificial intelligence, data analysis, and leveraging employees’ language skills. The industry must focus on integrating and strengthening these competencies to attract investors and meet global economic challenges.
Another important trend shaping the future of the GBS market, and one that companies in Romania’s sector should consider, is the adoption of artificial intelligence (AI), which is already at the forefront of the global corporate agenda. Currently, AI plays a central role in optimizing operations within GBS centers, particularly in areas such as Procure-to-Pay and Customer Service. In the coming years, companies that invest in AI will have a distinct competitive advantage, both in operational efficiency and in the quality of services delivered.

Flo Health, the world’s leading women’s health app, has announced plans to significantly expand its operations in Lithuania. The company, which reached unicorn status earlier this year, will add 130 new positions as part of its next growth phase. 
Since establishing its Lithuanian presence in 2020, Flo has grown to become a major force in women’s health technology, with 70M monthly active users and 380M downloads worldwide. The company’s Vilnius office has emerged as a crucial hub, hosting senior team members from principal engineers to VPs and Directors, and serving as the primary location for company-wide planning sessions. 

According to Roman Bugaev, Chief Technology Officer at Flo Health, Lithuania’s exceptional talent pool makes it an ideal location for expansion: "While Lithuania leads the EU with 64% of women in science and technology, we’re proud to tap into this rich and diverse talent pool, welcoming all qualified candidates, including male engineers. This wealth of experience, particularly in product development and software engineering, not only enhances our capabilities but also fosters innovation within our teams."

The expansion of the Vilnius office will leverage the expertise found in the country’s vibrant tech landscape to strengthen capabilities across engineering, product development, and marketing functions. 

The expansion plans align with Flo’s recent funding round, which will drive the company’s next growth phase. Key focus areas include expanding the user base, advancing tech-driven personalization, and reinforcing privacy and security efforts. Notably, Flo is the first and only female health app to achieve dual certification in both Privacy and Security ISO standards.