What Passionned Group does

Passionned Group is a Netherlands-headquartered business intelligence and data-driven transformation consultancy founded in 2004 by Daan van Beek MSc. The firm specializes in helping mid-sized and large organizations become data-driven across strategy, technology, and process, operating from its Utrecht office (Daltonlaan 200) with a team described as a "strongly growing number" of consultants, trainers and interim advisors (within the 11–50 employee band per firmographics).

Its core intellectual property is the trademarked "De Datagedreven Groeiversnellers™" methodology, which integrates three pillars: data-driven strategy (strategy maps, KPIs, dashboards), data-driven technology (BI, AI, data science, data warehousing), and data-driven processes (PDCA, Lean, continuous improvement). The company is positioned as 100% independent from BI software vendors and publishes proprietary research, including the BI & Analytics Guide™ 2026 (720+ evaluation aspects across 9,799 documents), the ETL & Data Integratie Guide™, the bestseller 'De intelligente, datagedreven organisatie' (8th edition, 25,000+ copies sold), 'Datacratisch werken', the PDCA Handbook, the SMART KPI Gids 2026, and 'Data Science for Decision-Makers & Data Professionals'. A 2026 product launch — the "Datawarehouse OS" — extends the offering from pure advisory into packaged data-warehousing tooling.

The business operates a multi-stream professional services model: (1) organization advisory (4-step process from issue clarification through implementation, typically 5–10 working days), (2) interim management placements (€90–€187.50/hr, average €124/hr, 3–12 month contracts, 48-hour candidate presentation), (3) training via Passionned Academy (NRTO-accredited; 3,000+ professionals trained; KPI workshops, 3-day data warehouse & data governance course, data-literacy training), and (4) book and research-guide sales through passionned.nl. Go-to-market is sales-led and relationship-driven, targeting executives, BI/CDO/CIO personas in Dutch mid-to-large commercial and government organizations, with named engagements at Rabobank, ING, PwC, KPN, T-Mobile, Woonin, Provincie Zuid-Holland, RTL Nederland, Gemiva-SVG Groep, and others. The firm organizes the biennial Dutch BI & Data Science Award and Slimste Organisatie van Nederland election, reinforcing its thought-leadership position (8.9/10 across 1,048 customer reviews). The company is privately held, founder-owned, with no disclosed institutional funding or M&A activity.

Name

Passionned Group

Legal name

Passionned Group

Website

https://passionned.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Passionned Group is a Netherlands-based BI, AI, and data-warehousing consultancy founded in 2004, advising mid-to-large Dutch organizations on data-driven strategy, technology, and process through proprietary methodologies, training, interim management, and independent research guides.

Ownership category

akta.pro rank

Product category

Data & Analytics Consulting

NAICS

Other Management Consulting Services (541618), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industries

Performance Management & Productivity Consulting (BPAHAGAL), Learning, Training & Corporate Education Consulting (BPAHAGAE)

Keywords

• Business intelligence consulting
• Data warehouse implementation
• Data-driven transformation
• Analytics advisory services
• KPI performance management

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting & Advisory Services: Professional services revenue from organization advisory engagements and interim management placements. Advisory engagements follow a 4-step structured process and typically take 5-10 working days for advice delivery. Interim managers and specialists are billed at hourly or daily rates. The company also earns from complete implementation projects (from A to Z).
2. Training & Education: Revenue from in-company workshops, training courses, and education programs. Over 3,000 professionals have been trained. Programs include a 3-day Datawarehouse & Data Governance training, KPI workshops, and BI courses. Training is offered at HBO/WO level.
3. Books & Knowledge Products: Sale of proprietary books and knowledge products. Key titles include 'De intelligente, datagedreven organisatie' (25,000+ copies sold) and the BI & Analytics Guide™.
4. Interim Management: Interim management placements billed at hourly rates ranging from €90 (junior/medior expert) to €187.50 (experienced interim manager/advisor), with an average rate of €124/hour over recent years. Contracts are typically 3 months to 12 months, renewable. Minimum engagement is 4 hours/week, maximum 40 hours/week.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Passionned Group is a Netherlands-based business development and consulting firm that helps (mid-)large commercial organizations and government bodies become data-driven organizations. It sells organization consulting and BI advisory engagements, interim management placements (BI Manager, CIO, CDO, Data Scientist, Data Analyst), training and education programs (Passionned Academy) for business controllers and information management professionals, and proprietary knowledge products including books and the BI & Analytics Guide™ 2026 research report. Revenue is generated from consulting fees, hourly interim rates, training fees and one-off book/guide sales, all delivered through direct, 100% vendor-independent relationships.

Product overview

Passionned Group is a consulting and training firm specializing in data-driven organizations, not a single software product vendor. Its offerings span advisory services (organization consulting, interim management, data warehouse implementation), training and education (Passionned Academy with KPI workshops, data warehouse courses, data literacy training), publications (books, guides, whitepapers), and proprietary methodologies. The core methodology is 'De Datagedreven Groeiversnellers™', which unifies three pillars: data-driven strategy, data-driven technology, and data-driven processes. Key publications include the bestseller 'De intelligente, datagedreven organisatie' (25,000+ copies) and the independent 'Business Intelligence & Analytics Guide™ 2026'. Recent product launches include the 'Datawarehouse OS'. Services are delivered through consulting, interim management, and training engagements rather than a SaaS platform.

Differentiator

Problem solved

Functional benefit

Brands

• De Datagedreven Groeiversnellers™: An integral methodology combining data-driven strategy, technology, and processes to accelerate organizational growth.
• Passionned Academy

Products and services

• De Datagedreven Groeiversnellers™ methodology Proprietary integral methodology combining data-driven strategy (strategy maps, KPIs, dashboards), data-driven technology (BI, AI, data science, data warehousing) and data-driven processes (PDCA, Lean, continuous improvement) for clients seeking to professionalize data-driven decision-making across the enterprise.
• De intelligente, datagedreven organisatie (book) Bestseller book (8th edition, 25,000+ copies sold) authored by Daan van Beek, presenting the firm's 10-step approach to becoming an intelligent, data-driven organization, sold directly via the Passionned Group website.
• Datacratisch werken (PDCA handbook) PDCA Handbook on data-driven working, applying the Plan-Do-Check-Act cycle to data-driven decision-making and continuous improvement, sold to business controllers and information management professionals via the firm's online store.
• Data Science for Decision-Makers & Data Professionals (book) English-language book by Daan van Beek covering data science topics for decision-makers and data professionals, sold directly via passionned.nl to English-speaking BI and data science audiences.
• Business Flight Simulator (book) Strategic business simulation book for practicing data-driven decision-making, sold directly via the Passionned Group website as a hands-on tool for managers and teams.
• Business Intelligence & Analytics Guide™ 2026 Independent annual research report comparing BI and analytics tools and vendors across Microsoft, SAP, Oracle, Tableau, SAS and other major platforms, providing vendor-neutral tool selection guidance for BI buyers.
• ETL & Data Integratie Guide™ Independent buyer's guide covering data warehousing, ETL tools, master data management (MDM) and data integration solutions for organizations building or modernizing their data infrastructure.
• Datawarehouse OS First-ever Datawarehouse Operating System concept — a platform/methodology for data warehouse development and management, launched by Passionned Group as a branded offering tied to data warehousing engagements.
• SMART KPI Gids 2026 Guide for determining and implementing SMART (Specific, Measurable, Achievable, Relevant, Time-bound) KPIs in organizations, sold via Passionned Group's online store to managers and controllers.
• KPI-workshop In-company and open-enrollment workshop on defining, visualizing and implementing KPIs, including KPI determination methods, KPI frameworks and embedding KPIs in continuous-improvement cycles, designed for managers, controllers and improvement teams.
• Datawarehouse & Data Governance (3-day training) Three-day interactive Passionned Academy training covering data warehousing fundamentals, ETL, data quality, data warehouse architecture, master data management, data lakes and data governance models for technical and information-management professionals.
• Datageletterdheid & Datagedreven Werken Training Passionned Academy training program focused on building data literacy within organizations, enabling employees to analyze data, interpret KPI dashboards and make data-driven decisions across functional teams.
• Organisatieadvies (Organization Consulting) Vendor-independent organization advisory covering strategic consulting, BI consulting, data governance advice, process optimization and digital transformation, delivered in a 4-step process (issue clarification, contextual analysis, situation analysis, final advice) with optional A-to-Z implementation.
• Interim Management Interim management placement service supplying temporary capacity and expertise across BI, data science, AI, Lean, CRM and continuous-improvement roles, including interim BI Manager, CIO, CDO, Data Scientist, Data Analyst and BI Consultant positions.
• Datawarehouse Implementatie (Data Warehouse Implementation) End-to-end data warehouse consulting and implementation service covering business case development, architecture design, ETL development, star schema modeling, datamarts and vendor-neutral tool selection.
• Process Mining & Procesoptimalisatie Process mining and process optimization consulting service that applies data analysis techniques to identify bottlenecks, inefficiency and improvement opportunities in operational business processes.
• Lean Management & Continu Verbeteren Lean management and continuous-improvement consulting applying Lean Six Sigma and PDCA cycles to drive organizational performance improvements for clients in continuous transformation.

Quantifiable outcome

• Learning processes accelerate by a factor of 10 with a modern data warehouse
• +6 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

One partnership is on record.

• NRTO (Nederlandse Raad voor Training en Opleiding)minorOthersPassionned Group is a member of the NRTO (Dutch Council for Training and Education), meaning it fully endorses the NRTO Code of Conduct for training providers. This membership provides quality assurance credibility for the education and training services offered.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Analytics Group (TAG): Amsterdam-based independent BI and analytics consultancy serving Dutch mid- and large enterprises. Highly comparable to Passionned in target market (Dutch corporates/government), vendor-independent positioning, and focus on data warehousing, BI, and analytics advisory.
• Hot ITem (now part of Dataworkz): Dutch independent data and analytics consultancy specialized in data platforms, BI, and advanced analytics for large Dutch enterprises and government. Directly competes with Passionned on data-driven transformation engagements in the Netherlands.
• MIcompany: Amsterdam-based data and AI consultancy combining data science, BI, and AI strategy for large Dutch and European clients. Comparable target customer (enterprise + government), methodology-led pitch, and emphasis on vendor-independent data transformation.
• BIRD (BI & Datawarehousing): Dutch specialist consulting firm focused exclusively on BI, data warehousing, and data integration. Closest product/service overlap with Passionned on data warehousing methodology and ETL/vendor selection work in the Dutch market.
• ProAnalytics: Dutch data analytics consultancy focused on Power BI, Qlik, and Tableau implementations for mid-market and enterprise. Competes with Passionned on BI tool selection, dashboards, and analytics enablement for Dutch clients.

Broad incumbents

• Deloitte Consulting (Netherlands): Big Four consultancy with a large Dutch Analytics & Information Management practice. Competes for the same Dutch enterprise and government BI/data strategy mandates but with vastly larger bench and global delivery capability.
• Accenture (Netherlands): Global consultancy with a sizable Dutch footprint offering data and AI advisory, BI implementation, and managed services. Overlaps Passionned's target buyers and BI/analytics service lines as part of a much broader portfolio.
• BearingPoint: European management and technology consultancy with strong Benelux presence in data-driven transformation and performance management. Comparable in strategic data advisory methodology and target enterprise market.
• KPMG (Netherlands) — Powered Enterprise / Data & Analytics: Big Four firm with a Dutch Data & Analytics practice serving financial services, government, and large corporates. Competes for the same data strategy and BI advisory engagements as part of a broader audit-advisory portfolio.

Others

• NRTO (Dutch Council for Training and Education): Industry association of which Passionned is a member. Not a competitor but a relevant ecosystem participant: NRTO membership signals training-quality accreditation and influences procurement decisions across Dutch training buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/passionned

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Passionned Group