IWB

What IWB does

IWB (legal entity Ikwilbovenaan.nl B.V.) is an Amsterdam-based digital growth agency founded in 2013 and rebranded to its current name in 2023, repositioning from a search-rankings focus to integrated cross-channel growth strategy for e-commerce and B2B companies in the Netherlands. The firm operates on a structured 120-day growth cycle model, delivering monthly AI-driven innovations per client and bundling services into tiered subscription packages anchored by a Mount Everest base (€2,600/month) and tiered upgrades (Brons/Goud/Platina at €1,000/€2,300/€4,700 monthly) plus optional modules. Core technology is assembled from third-party platforms rather than proprietary models — Billy Grace (Elite Partner) provides AI-driven attribution and first-party tracking at >99% accuracy, Squeezely delivers CDP and personalization, Channable powers feed management across marketplaces, and standard ad stacks (Google Premier, Microsoft Select, Meta Business) span the media layer.

The client portfolio of 30+ named Dutch enterprise and mid-market logos spans retail (Picnic, Intratuin, O'Neill, Intersport, De Beren, OBD Warenhuis), entertainment (Pathé, Pathé Thuis), healthcare (Prescan, Optegra), automotive (MAK auto), recruitment (Comaen), and fintech (Bitvavo). Go-to-market is consultative direct sales targeting companies with strong per-channel marketing but lacking integrated strategic oversight, supported by a public pricing page and free strategic advisory sessions. The 18-person team operates from Amsterdam, is bootstrapped with no external funding, and has been recognized with five consecutive FD Gazellen awards for fast-growth Dutch companies. IWB is GDPR/AVG compliant and operates exclusively in the Dutch market.

Name

IWB

Legal name

Ikwilbovenaan.nl B.V.

Website

https://iwb.agency

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

IWB is an Amsterdam-based digital growth agency serving Dutch e-commerce and B2B companies with integrated cross-channel marketing via tiered subscription packages, leveraging Billy Grace AI attribution, Channable feeds, and a 120-day growth cycle delivery model.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Digital Marketing Retainer & Managed Services: IWB generates revenue through tiered subscription/managed service packages. The base 'Mount Everest Support' package is priced at €2,600/month, with three upgrade tiers: Brons (€1,000/month, 8-20 hours), Goud (€2,300/month, 20-50 hours), and Platina (€4,700/month, >50 hours). All prices exclude 8% services fee. Contracts are typically 1 year with auto-renewal. Additional revenue comes from optional add-on modules (Meta, Pinterest, YouTube, LinkedIn, SEO-Heavy, CRO-Heavy, Attribution, Channable, Squeezely, Dashboards, Billy Grace). The company also operates on an effort-obligation basis, not a results-obligation basis.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

IWB provides integrated digital growth marketing services structured around 120-day growth cycles that deliver monthly AI-driven innovations with measurable revenue or cost impact. The agency operates on a subscription managed-service model with a foundational Mount Everest Support package (€2,600/month) that bundles GA4, Google Tag Manager, paid search, SEO, CRO, and privacy-safe tracking, complemented by tiered Brons/Goud/Platina service levels and optional add-on modules spanning Meta, LinkedIn, YouTube, Pinterest, Microsoft Ads, feed management, attribution, SEO, CRO, and dashboards. Services are aimed at e-commerce and B2B companies in the Netherlands seeking cross-channel strategic oversight rather than isolated campaign execution.

Product overview

IWB is a Digital Growth Agency offering an integrated suite of digital marketing services organized around a structured 120-day growth cycle model. The core offering is the Mount Everest Support base package (€2,600/month), which bundles essential tools (Google Analytics 4, Google Tag Manager, Google Search, Microsoft Ads, SEO checks, CRO checks, privacy-safe tracking) with weekly guidance and a growth plan. This foundation can be upgraded through Brons (€1,000/month), Goud (€2,300/month), or Platina (€4,700/month) service tiers, each unlocking additional hours and extra modules. The product portfolio spans paid advertising across Google Ads (Premier Partner), Meta, YouTube, Microsoft Ads (Select Partner), LinkedIn Ads, and Pinterest Ads; feed management via Channable; AI-driven attribution via Billy Grace; customer data and personalization via Squeezely; SEO via the SEO-Heavy module; and conversion optimization via the CRO-Heavy module. Additional optional add-ons include dashboards (Looker Studio/BigQuery), Full Funnel YouTube Strategy, and Attribution Tooling. The offering is designed for e-commerce and B2B companies seeking an integrated, data-driven growth system with monthly AI-driven innovation.

Differentiator

Problem solved

Functional benefit

Products and services

• Mount Everest Support (Basis Pakket) Foundational subscription package at €2,600/month providing essential digital marketing infrastructure including Google Analytics 4, Google Tag Manager, Google Search, Microsoft Ads setup, half-yearly SEO checks, annual CRO checks, privacy-safe tracking, weekly guidance, and a quarterly growth plan. It is the prerequisite for all upgrade tiers and is targeted at e-commerce and B2B companies in the Netherlands seeking integrated digital growth foundations.
• Google Ads Management Full-service management of Google Ads accounts covering Search, Branded, Performance Max, and Shopping campaigns, including automated rules, advanced filters, and reporting. IWB holds Google Premier Partner status, providing clients with early access to beta programs. The service is targeted at advertisers seeking AI-assisted search and shopping campaign optimization.
• Meta Ads Management Facebook and Instagram advertising service including account setup, Meta Pixel installation, audience segmentation, dynamic product ads, remarketing, and ongoing campaign optimization and reporting. Delivered under IWB's Meta Business Partner status and targeted at e-commerce and brand advertisers.
• YouTube Ads YouTube video advertising service using TrueView Instream, Bumper Ads, and retargeting with 90-day audience pools, including campaign setup, view measurement, creative advice, and bi-weekly strategy calls. Targeted at advertisers seeking full-funnel video campaigns on YouTube.
• Microsoft Ads Search and shopping advertising across Bing, Yahoo, DuckDuckGo, and CTV streaming platforms (Rakuten TV, Warner Discovery+, ROKU, Netflix). IWB is a Microsoft Select Partner providing access to beta programs and sub-vertical industry trends. Includes Dynamic Remarketing, Enhanced Conversions, and CTV streaming ads.
• LinkedIn Ads B2B advertising on LinkedIn including account setup, tracking configuration, audience targeting by industry, company size, and job title, and full campaign management for professional branding and lead generation. Targeted at B2B companies seeking account-based marketing and lead generation.
• Pinterest Ads Pinterest advertising service including campaign setup, advanced targeting, weekly optimization and monitoring, custom reporting, and bi-weekly results calls. Targeted at retail and lifestyle advertisers reaching Pinterest's audience.
• Channable Feed Management Feed management and automation service connecting e-commerce product catalogs to Google Shopping, Meta, and marketplaces (Zalando, Amazon, Bol.com), with automated feed rules, dynamic image editing, and third-party CRM/ERP/CMS data connections. IWB holds Channable Gold Partner status. Targeted at e-commerce companies seeking optimized product feeds with up to +150% revenue potential.
• Squeezely CDP & Personalization Implementation and management of the Squeezely Customer Data Platform, providing 360-degree customer profiles, audience segmentation, website personalization, product recommendations, and automated real-time customer journey triggers. Targeted at e-commerce clients seeking personalized marketing across touchpoints.
• Billy Grace Attribution AI-driven attribution and analytics service using Billy Grace, providing first-party tracking with >99% accuracy, multi-touch attribution, cross-channel analytics, automated campaign optimization, and Creative Studio for ad performance analysis. IWB holds Billy Grace Elite Partner status. Targeted at advertisers seeking independent cross-channel attribution.
• SEO-Heavy Search Engine Optimization service covering technical SEO, content-SEO, and linkbuilding, including content writing, keyword analysis, technical SEO advice, backlink acquisition through partners Seeders and Traffic Today, and website speed optimization. Also covers Generative Engine Optimization (GEO) for AI-search visibility.
• CRO-Heavy Conversion Rate Optimization service including A/B and multi-variate testing, heatmap and recording analysis, GA4 content drilldown, monthly reporting, and a proprietary methodology grounded in Cialdini's 7 Principles (Social Proof, Authority, Scarcity, Commitment, Liking, Reciprocity, Unity). Includes a Cialdini Audit and Buyer Persona analysis distinguishing Gain Creators from Pain Relievers.
• Custom Analytics Dashboards Custom analytics dashboard building service using Google Looker Studio and BigQuery to centralize and visualize marketing performance data across channels, including price competitiveness dashboards built from Google Merchant Center and Google Ads data.

Quantifiable outcome

• +132% conversions and +129% clicks for Pathé Thuis through Channable campaign segmentation
• +5 more outcomes

Named customers35 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability13 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ChannablecoreTechnology or IntegrationChannable is a feed management and automation tool that IWB uses extensively for e-commerce clients. IWB holds Channable Gold Partner status. The partnership enables automated product feed optimization across Google Shopping, marketplaces (Zalando, Amazon, Bol.com), and other channels. IWB has developed innovative rules within Channable that have generated +150% extra revenue for clients.
• Meta (Facebook/Instagram)coreTechnology or IntegrationMeta Business Partner status. IWB manages Facebook and Instagram advertising campaigns for clients, including dynamic product advertisements, audience targeting, and creative optimization. Meta advertising is one of the core service offerings.
• Billy GracecoreTechnology or IntegrationBilly Grace Elite Partner. IWB uses Billy Grace as the primary AI-driven attribution and cross-channel analytics platform for clients. Features include first-party tracking (>99% accuracy), AI attribution, cross-channel automation, and Creative Studio. IWB promotes Billy Grace as a key differentiator.
• MicrosoftcoreTechnology or IntegrationMicrosoft Select Partner with 'Accredited Professional' certification. Provides faster access to new Microsoft Ads innovations and beta programs. IWB has direct access to Microsoft Ads specialists for account reviews and optimization discussions, and can request sub-vertical industry trend data for clients.
• GooglecoreTechnology or IntegrationGoogle Premier Partner status. Provides faster access to new Google Ads innovations and beta programs, with frequent contact with Google Ads specialists for account performance reviews and optimization discussions.
• SeedersminorChannel Partner/ Reseller/ DistributorSEO linkbuilding partner for acquiring qualitative backlinks from relevant and reliable websites. Used as part of IWB's SEO service offering.
• Traffic TodayminorChannel Partner/ Reseller/ DistributorSEO linkbuilding partner for backlink acquisition. Used as part of IWB's SEO service offering.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/iwb.agency
• LinkedInlinkedin.com/company/iwb-agency
• Instagraminstagram.com/iwb.agency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IWB