“We invested in Behavio because they’re building something truly unique at the intersection of behavioral science, creative effectiveness, and technology,” says Robin Rensen, partner at Airbridge Equity Partners. “It’s rare to see such a strong mix of scientific credibility and commercial applicability.”
For advisor Bart Omlo, Behavio’s simplicity and clarity were key:
“I think sometimes companies think it’s very complicated to do good brand tracking or ad pre-testing, but actually it’s super simple. I really liked the way Behavio does it.”
The common thread is a shared belief that marketing doesn’t have to be guesswork, and great insights don’t have to be expensive or complex.
“What stood out immediately was Behavio’s unique combination of behavioral science and technology,” says Rick van Boekel, co-founder at Airbridge. “It enables brands to make informed decisions quickly.”
And it's not just the technology that matters; it’s how it helps brands make ads that truly connect and perform. Behavio brings that into focus, even for brands that can’t afford large research agencies or lengthy custom reports.
“They’ve created a platform that shows emotion, branding, and relevance over time, visually, in a way that really makes sense,” says Omlo. “And then you get analysis from behavioral specialists. That combination is really unique in the market.”
For the investors and advisors behind Behavio, the value lies in empowering the next generation of brands, especially in markets like the Netherlands, where creative ambition is high, but tools have lagged behind.
“We’re always interested in markets where incumbents rely more on brand name and inertia rather than keeping up with technology that matters to clients,” Rensen explains. “Behavio delivers something not just better, but also cheaper than the old-fashioned way.”
Behavio is carving out a space for smarter, science-backed creativity. For those who chose to support it, the value is clear: a brand new way to build brands.
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