This chapter examines the infuence of the party leader (PL) on party choice in the 2023 parliamentary elections. Party-voter ties in Finland are changing as the traditional political cleavages have weakened, in turn resulting in increasing electoral volatility, for example, the phenomenon of individual voters switching parties between elections. As voters are becoming more volatile, other factors are gaining in importance for explaining individual-level party choices. One of these factors is the so-called PL effect, that is, the infuence that the party leader has on party choice. The growing interest in the PL effect could be considered a logical outcome of a political and social environment becoming increasingly individualized.