Companies.

Keuze.nl is a Dutch consumer comparison platform. It started in 2007 when a neighbour asked me whether he was paying too much for his internet. I worked at an internet provider at the time. My answer was: yes, and don't switch to us.

That became the operating principle: recommend only what I'd recommend my family. From the single internet-price check, the business grew into energy, internet, mobile, and insurance. At some point we were running thirty niche comparison sites side by side. In 2020 we closed most of them and moved everything under one brand, Keuze.nl. It was the biggest bet of the decade.

The business has helped around 192,000 Dutch households switch contracts and won the FD Gazellen award five consecutive years, 2018 through 2022. I led the company through the growth period and stepped into an advisory role in 2024. The team is now run by Melvin Paalvast and Geert Wirken; I am still close to the strategy calls.

A small co-working floor on the Maliebaan in Utrecht. Fourteen desks across three rooms, one kitchen worth sitting in, one lounge, one phone booth.

The door is open during the week. Ask at the entrance if you want to see it.

SEO tooling for in-house teams. A monitoring and planning layer intended to be used by the operator who owns the site, not delegated to an agency that bills by the month.

Private beta in 2026. Public later this year, when the pilots say the product is ready.

A side experiment around camera-based colour matching against standard reference systems. Currently exploring how far smartphone-camera colour science can be pushed before it stops being interesting.

Working title. Private prototype.

The label under which I acquire and reposition Dutch internet companies. Some are consumer sites, some SMB tooling, some niche comparison platforms. The common thread is an operator who wants to hand the business on and a business that wants a second chapter.

If you are a Dutch founder thinking about what comes next, the third paragraph of your email should be numbers.