What Invested does

Invested is a Netherlands-based boutique advisory firm founded in 2021 by former scale-up executives Anna Brandt (prior strategic roles at Uber, Zalando, Mollie) and Noor van Boven (former CPO at N26, VP People at SoundCloud). The firm serves founders, executives, and venture investors of technology scale-ups, delivering services across six consulting categories: Organisational Development, Founder & Executive Success, Chief People Services, Strategic Talent & Recruitment, Board Composition, and Due Diligence. Named engagements include CEO transitions (Polarsteps), interim CPO placements (Fourthline), operating model design (Yoco, Getsafe), and venture partner work for tier-1 European VCs including Fidelity International Strategic Ventures, Northzone, Insight Partners, Atomico, Speedinvest, 3VC, and Hedosophia. Beyond consulting, Invested operates an active angel investment practice with 30+ portfolio companies concentrated in HRTech and Future of Work startups with diverse founding teams.

The company's service portfolio combines high-touch retainer-based consulting with a productized offering of eight Playbooks (priced at €2,000, bundled with three 60-minute expert sessions and templates) and Guides (€800, self-service), plus standalone 90-minute Expert Sessions at €500 booked through Calendly. The firm does not operate a proprietary technology platform; delivery is grounded in the founders' operating experience, proprietary frameworks, and codified playbooks distributed via an online storefront on the Squarespace-based invested.team website. Underlying assets are human expertise, the founders' personal networks, and structured methodologies rather than software, data, or automation.

Invested generates revenue through three streams: monthly retainer-based consulting engagements (subscription model with flexible utilization), one-time playbook and guide purchases via the online store (transactional/perpetual license), and pay-as-you-go expert sessions. Go-to-market is sales-led, supported by venture partner and portfolio support relationships with leading European VCs that function as both distribution channels and credibility signals. The firm serves 55+ customers across 20+ countries and is registered as Invested Consultancy B.V. in Amsterdam, Netherlands, GDPR-compliant, with no institutional capital or parent company disclosed.

Name

Invested

Legal name

Invested Consultancy B.V.

Website

https://invested.team

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Invested is a Netherlands-based boutique advisory firm founded in 2021 that helps scale-up founders, executives, and venture investors with organizational design, executive transitions, board composition, and people strategy. Founded by former Uber, Zalando, N26, and SoundCloud operators, it also angel-invests in HRTech startups.

Ownership category

akta.pro rank

Product category

Management Consulting — Organizational Development and People Advisory

NAICS

Portfolio Management and Investment Advice (52394), Other Financial Investment Activities (5239)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Corporate Strategy Advisory (BPAHADAA)

Keywords

• Organizational development consulting
• Executive coaching services
• People operations advisory
• Founder leadership consulting
• HR strategic consulting

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Consulting Retainers: Ongoing retainer-based consulting partnerships providing strategic support for founders, leaders, and investors. Services include organizational development, executive coaching, board composition, and due diligence. Pricing is predictable with flexibility to use services as needed.
2. Expert Sessions: 90-minute personalized deep-dive sessions with either Anna or Noor. Booked and paid online at €500 per session (ex. VAT). Sessions are tailored to specific challenges and provide actionable guidance.
3. Playbooks & Guides: Structured guidance packages sold online. Playbooks include templates and 3 expert sessions for tailored implementation. Guides are self-service resources for specific topics. Examples: Executive Onboarding playbook (€2,000), Employee Representation guide (€800).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Invested is a strategic consulting and advisory firm that provides organizational development, founder and executive coaching, chief people services, talent strategy, board composition, and due diligence services to founders, executives, and investors. The firm complements consulting with packaged playbooks and guides on HR and people topics, as well as 90-minute expert sessions with the co-founders.

Product overview

Invested offers a portfolio of consulting services and packaged products for founders, executives, and investors. The core consulting services include Organisational Development, Founder & Executive Success, Chief People Services, Strategic Talent & Recruitment, Board Composition, and Due Diligence. Complementing these are two product lines: Playbooks (structured guides with templates and 3 expert sessions for tailored implementation, priced at €2,000) and Guides (self-service action-oriented guidance for specific topics, priced at €800). The Expert Sessions offering provides 90-minute personalized sessions with Anna or Noor at €500 each. The Playbooks include Executive Onboarding, Decision-making Effectiveness, Headcount & People Budget, Strategic Success, DEI in Action, and Making HR Data Work. Guides include Building Your Board for Growth, The Co-CEO Advantage, and Employee Representation.

Differentiator

Problem solved

Functional benefit

Products and services

• Organisational Development Consulting Consulting for international expansion, workforce right-sizing, business model shifts, and merger/acquisition support to ensure long-term success for founders, leaders, and investors.
• Founder & Executive Success Consulting

Quantifiable outcome

• Successfully guided companies through major organizational transitions including international expansion, new business line launches, and leadership changes
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Korn Ferry: Global organizational consulting firm spanning executive search, talent management, and strategic consulting. Comparable in leadership advisory and organizational design, but offers a much broader portfolio of services and serves Fortune 500 clients.
• Heidrick & Struggles: Global executive search and leadership advisory firm with a dedicated Culture, Communications & Organizational Effectiveness practice. Highly comparable in board composition, executive onboarding, and organizational consulting, but operates at much larger enterprise scale and is not focused on VC-backed scale-ups.
• Spencer Stuart: Global executive search and board advisory firm with a dedicated Board Practice and leadership advisory work. Overlaps significantly with Invested's board composition, executive transitions, and CEO succession work, but serves much larger public and pre-IPO companies.
• Russell Reynolds Associates: Global executive search and leadership advisory firm with strong board and CEO succession practices. Directly comparable services to Invested's Board Composition and Executive Transitions offerings, but at much larger enterprise scale.
• Egon Zehnder: Global leadership advisory firm with deep expertise in executive search, board advisory, and leadership assessment. Directly comparable services to Invested's Board Composition and Founder & Executive Success offerings, though serving a broader, larger-client base.

Emerging players

• Catalant: Marketplace connecting independent consultants and operators with enterprise consulting needs. Comparable in helping companies access senior advisors, but technology-mediated rather than a curated boutique, making it an adjacent rather than direct competitor.
• Ravio: European compensation benchmarking and people analytics platform serving tech scale-ups. Comparable in target customer (European VC-backed tech scale-ups) and people/HR focus, though Ravio is a data product rather than an advisory firm.

Direct peers

• ghSMART: Boutique leadership advisory firm specializing in executive assessment, CEO coaching, and leadership team development for growth companies and private equity-backed businesses. Closest direct peer in terms of boutique scale, operator-led delivery, and growth-stage focus.
• RHR International: Boutique firm focused on executive coaching, leadership development, and senior team effectiveness. Comparable in founder/executive coaching and leadership team work, and similarly boutique in scale, though with a more enterprise client base.
• Chief Outsiders: Fractional executive firm providing part-time CMO and C-suite talent to growth-stage companies. Strongly comparable in the fractional/subscription model for senior advisors serving scale-ups, and operates in the same kind of customer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/investedinyou

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments6 records

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

Frequently asked questions about Invested