What Abbi does

Abbi Insights B.V. is a Dutch private limited company founded in 2018 by Marco Wolters and headquartered at the Triple O Campus in Breda. The company operates a conversational AI platform for market research and customer engagement, combining a proprietary hybrid chat technology with a managed research bureau service. Abbi's core technology stack centers on Hybrid Chat Dialogues — scripted survey logic fused with AI-driven conversational flexibility — supported by a Customer Data Platform, API integrations into client databases and CRM systems, and activation channels spanning WhatsApp, SMS, QR codes, email, and web. AI capabilities embedded in the platform include AI-Probing for automated follow-up questioning, generative AI for real-time open-text analysis (classification, sentiment, pattern detection), and in-conversation knowledge retrieval from client documents and websites.

Abbi serves roughly 30 disclosed clients across Dutch municipalities, education institutions, charities, events, mobility providers, retail and membership associations, and corporates. Named customers include NS, Heineken, Louwman/Toyota, the Ministry of OCW, Gemeente Breda/Middelburg/Delft/Hilversum, ANBO-PCOB, Make-A-Wish Nederland, Leger des Heils, Nierstichting, and KIKA. The company also operates the proprietary Nationaal Seniorenpanel of nearly 6,000 Dutch seniors and offers a municipal sub-product called Vraagwijzer.

Commercially, Abbi generates revenue through a mix of subscription/usage-based SaaS licensing of its chat platform, professional services for end-to-end research campaign design and execution, and recurring panel management fees. Pricing is custom and quote-based with no publicly disclosed tiers; go-to-market is sales-led enterprise outreach augmented by a self-service demo on the website and partner-sourced leads (notably CM.com). The company holds ISO 27001/2 certification, is GDPR/AVG compliant, and is a member of the Data & Insights Network (formerly MOA). The team is small (approximately 8 people), no external funding has been disclosed, and the company has been bootstrapped since inception.

Name

Abbi

Legal name

Abbi Insights B.V.

Website

https://abbi-insights.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Abbi Insights is a Breda-based conversational AI platform combining proprietary hybrid chat technology with a managed research bureau, serving Dutch municipalities, charities, education, events, mobility, and corporate clients with mobile-first, AI-driven research and customer engagement.

Ownership category

akta.pro rank

Product category

Conversational Market Research and Customer Engagement Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)

akta.pro primary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

Keywords

• Conversational market research
• Customer engagement platform
• Mobile chat surveys
• Customer data platform
• Audience activation services

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Software Platform (SaaS) - Chat Dialogue Tooling: Abbi offers its proprietary conversational AI platform on a subscription or usage basis, enabling clients to conduct research, customer feedback, and activation dialogues. The platform is offered as a managed service where Abbi sets up and manages campaigns, or as a software tool clients operate.
2. Managed Research and Consulting Services: Full-service research engagements including survey design, dialogue scripting, channel activation, data analysis, and reporting. Abbi positions itself as a full-service bureau with a team of researchers, CX experts, conversation designers, and tech consultants.
3. Panel and Community Management: Abbi manages and operates research panels (e.g., Nationaal Seniorenpanel) on behalf of clients, providing ongoing market research access as a recurring service.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Abbi sells a conversational AI research and customer engagement platform combined with full-service research bureau execution, enabling organizations to replace traditional surveys with mobile-first chat dialogues that simultaneously collect data and activate audiences. The platform combines a proprietary hybrid chat engine, a Customer Data Platform (CDP), AI-Probing and Generative AI analysis, and omnichannel activation across WhatsApp, SMS, QR codes, and email, integrated with client CRM/marketing systems and payment providers such as iDEAL, Kentaa, and CM.com. The company delivers this through six service lines (Conversational Research, Customer Panels, Feedback Automation, Digital Communities, Customer Journeys, and Marketing Activation) plus the Vraagwijzer municipal service-navigation tool, and operates the proprietary Nationaal Seniorenpanel.

Product overview

Abbi is a mobile-first conversational research and customer engagement platform that positions itself as the first conversational AI solution that truly brings together research, marketing, customer contact, and CX in an action-oriented way. The core offering is a unified platform built around Hybrid Chat Dialogues — Abbi's proprietary technology combining scripted survey logic with AI-driven conversational flexibility. This core is supported by a Customer Data Platform (CDP) for centralizing all interactions and building rich profiles, and an AI in Research toolkit spanning Conversational AI, AI-Probing, and Generative AI. Abbi delivers its platform through six core service lines: Conversational Research, Customer Panels (including the managed Nationale Seniorenpanel), Feedback Automation, Digital Communities, Customer Journeys, and Marketing Activation. Reporting is provided through a Data Visualization module (dashboards, infographics, and tables). For the public sector, Abbi offers the Vraagwijzer as a specialized sub-product for guided municipal service navigation. All components are designed to work together seamlessly, with data from chat interactions flowing into the CDP for personalized follow-up across any channel.

Differentiator

Problem solved

Functional benefit

Brands

• Conversational Onderzoek: Interactive chat surveys for customer research with real-time insights
• Klantenpanels
• Nationaal Seniorenpanel
• Vraagwijzer

Products and services

• Conversational Research (Conversational Onderzoek) Abbi's primary service: short, mobile-first chat-based research studies that feel like personal conversations rather than traditional questionnaires, combining quantitative and qualitative insight in a single hybrid chat dialogue for Dutch municipalities, charities, education providers, and enterprises.
• Customer Panels (Klantenpanels) Continuously mapping the Voice of the Customer through Abbi-managed digital communities and panels, including the owned Nationale Seniorenpanel and custom-built panels for clients that need ongoing dialogue with their audiences.
• Feedback Automation (Klant Feedback) Automated chat-based feedback collection triggered at key moments in the customer journey (post-service, post-purchase, post-appointment), with low-threshold, real-time feedback flows and direct CRM integration for prompt follow-up.
• Digital Communities (Digitale Communities) Building and operating engaged digital communities that maintain continuous dialogue with target audiences through interactive digital communication, enabling ongoing participation, feedback collection, and activation of members across the right channels.
• Customer Journeys End-to-end digital customer-journey design and orchestration, from initial awareness through follow-up, combining Abbi's hybrid chat technology with data-driven personalization to guide prospective and existing customers across touchpoints, with WhatsApp as a primary channel.
• Marketing Activation (Marketing Activatie / Doelgroepactivatie) Personalized, data-driven audience activation through the right channel at the right moment, leveraging enriched customer profiles from chat interactions to drive targeted communications, improve conversion, and build sustainable audience relationships.
• Customer Satisfaction Research (Klanttevredenheidsonderzoek) Survey-based measurement of customer satisfaction, NPS, CES, and KTO metrics delivered through Abbi's conversational chat format, replacing traditional satisfaction questionnaires with interactive, mobile-first chat surveys for higher response rates.
• Vraagwijzer A guided digital tool for Dutch municipalities that walks residents step by step through questions to direct them to the right social-support services (e.g., Wmo), giving municipalities better control over service delivery while reducing inquiry burden.

Quantifiable outcome

• 8.8/10 average customer satisfaction score for third consecutive year (January 2026)
• +9 more outcomes

Named customers32 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability11 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CM.comcoreTechnology or IntegrationCM.com is a key technology partner providing SMS messaging, mobile payment solutions, and the communications platform that Abbi integrates with for chat dialogues and campaign automation. The partnership enables Abbi to offer omnichannel communication (SMS, WhatsApp) with integrated payment flows. Notable joint campaigns include Make-A-Wish Nederland (RTL Boulevard fundraiser) and Ronald McDonald Kinderfonds.
• RuimteVerhaalminorStrategic or Co-development PartnerRuimteVerhaal is a municipal advisory firm that partnered with Abbi to deliver entrepreneur surveys for Gemeente Delft across five city centers. The partnership involves co-designing research methodologies and translating results into economic flyers for city centers.
• H3ROESminorStrategic or Co-development PartnerH3ROES is a cooperative of social entrepreneurship professionals that co-developed impact measurement methodologies with Abbi. Together they offer organizations frameworks to measure and increase social impact, targeting both charitable organizations and corporate clients.
• RTL BoulevardminorGTM or Marketing PartnerRTL Boulevard is a Dutch TV program that partnered with Make-A-Wish Nederland and Abbi for high-profile fundraising campaigns. While RTL Boulevard is primarily a media partner, the relationship brought significant reach and media amplification for Abbi's chatbot technology during live broadcasts.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Typeform: Typeform is a direct peer — both companies provide conversational form and survey platforms that replace traditional questionnaires with chat-style data collection. Both target enterprise customers seeking higher response rates and richer qualitative data through interactive dialogues.

Broad incumbents

• Medallia: Medallia is an enterprise CX and customer experience platform with survey, analytics, and feedback automation capabilities. It targets many of the same enterprise and government customers Abbi serves, though at a much larger scale and broader scope.
• Intercom: Intercom is a leading customer messaging platform combining live chat, bots, and customer data. It is comparable to Abbi's feedback-automation and customer-journey products from the messaging and engagement side.
• Qualtrics: Qualtrics is a broad incumbent in the experience management and survey platform market. It competes with Abbi for enterprise research and CX budgets but operates as a horizontal platform serving many use cases beyond conversational research.
• Drift: Drift is a conversational marketing and sales platform that pioneered chatbot-driven customer engagement. It is comparable to Abbi's customer-journey and marketing-activation products in the B2B SaaS conversational layer.
• SurveyMonkey: SurveyMonkey is an established online survey platform with broad consumer and enterprise adoption. It competes with Abbi for survey-driven research and feedback budgets but lacks Abbi's hybrid AI-driven conversational dialogue depth.
• Talkdesk: Talkdesk is a cloud contact center and customer engagement platform with conversational AI capabilities. It is comparable to Abbi's omnichannel customer-journey and feedback-automation products from the customer engagement side rather than research.

Emerging players

• Zigpoll: Zigpoll is an emerging player in conversational survey and feedback collection, focused on e-commerce and Shopify merchants. It is comparable to Abbi as a niche conversational survey tool but serves a different primary segment.

Regional players

• Neleman / MarketResponse: MarketResponse is a Dutch market research agency offering panels, customer journey research, and CX consulting. It is comparable to Abbi as a Dutch-headquartered research vendor serving similar enterprise, government, and consumer clients, with overlapping customer panels.

Others

• CM.com: CM.com is Abbi's core technology partner for SMS, WhatsApp, and mobile payments, but also operates adjacent conversational commerce and customer engagement software. It is comparable because it provides underlying omnichannel infrastructure that Abbi integrates, and increasingly competes for the same enterprise customer engagement wallet.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/abbi-insights

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Abbi