What Sue Amsterdam does

SUE Behavioural Design, operating as Sue Amsterdam / SUE Academy Amsterdam, is a Netherlands-based professional training and coaching firm specializing in Behavioural Design. Founded in 2009 by Astrid Groenewegen and Tom de Bruyne, the firm has delivered training to 10,000+ professionals across 200+ organizations in 45+ countries, with named engagements spanning banking, telecom, energy, healthcare, and government. The core intellectual property is the proprietary SUE Influence Framework, developed over 15+ years and codified into a portfolio of bestselling books, EQAC-accredited certifications, and a tiered learner journey (Team Member → Team Captain → Leader → Master).

The product portfolio spans in-company learning journeys, open enrolment programs, an Online Academy with eight programs in production, a flagship Summer School, and a growing AI-enabled suite including the SUE Guru assistant, AI Prompt Guides, and a Behavioural AI course. Pricing is publicly listed across a wide range, from individual entry points around €690 to enterprise and certification programs at €39,900, signalling a tiered go-to-market that addresses both individual practitioners and organizational L&D buyers.

The business model is bootstrapped and self-funded. Headcount is reported at 1-10 employees, consistent with a founder-led boutique firm that relies on a partner network of licensed practitioners and external speakers bureaus for delivery scaling. There is no disclosed funding, no public revenue, and no enterprise customer concentration data, so actual financial scale must be inferred from cumulative training volume and public pricing.

Name

Sue Amsterdam

Legal name

SUE Behavioural Design

Website

https://sueamsterdam.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Professional Training: Open enrolment training programmes for individual professionals, including 2-day flagship Fundamentals courses (live in Amsterdam or online self-paced), Advanced 3-month programmes, and specialty deep dive courses. Revenue is one-time per programme with lifetime access to online content.
2. Team and Enterprise Training: In-company training programmes ranging from 1-day Masterclass to 5-month Leadership Programme. Customised to organisational challenges with pricing from €7,990 to €39,900. Targets enterprise leadership teams and departmental groups.
3. Organisational Learning Journeys: Multi-year tailored learning programmes for larger organisations, fully customised to company strategy. Priced from €25,000, representing high-value enterprise engagements.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

SUE Amsterdam is a professional behavioural design training academy that delivers live in-person cohorts in Amsterdam, AI-powered online self-paced courses, in-company team programmes, and multi-year organisational learning journeys built around its proprietary SUE Influence Framework and four-step Behavioural Design Method. Programmes cover behavioural design fundamentals, advanced expert certification, behavioural interviewing, customer experience design, leading change, and AI-augmented behavioural analysis. EQAC-accredited certification is awarded on flagship programmes.

Product overview

SUE Amsterdam is a Behavioural Design Academy offering a comprehensive portfolio of training programmes and consulting services. The core offering centres on the SUE Behavioural Design Method, a systematic four-step methodology for analysing, predicting, and influencing behaviour. The product portfolio includes: (1) Live in-person programmes in Amsterdam ranging from 1-day Masterclasses to 5-month Leadership Programmes; (2) Online self-paced courses powered by AI through the SUE Guru platform; (3) Team training options including Sprints, Masterclasses, and the 6-month Accelerator; and (4) Custom-tailored Learning Journeys for organisations. Key products include the flagship Behavioural Design Fundamentals (available live in Amsterdam or online), the Advanced Course for certified experts, the Behavioural AI course combining behavioural science with AI, and the SUE Influence Framework as the underlying analytical tool. The portfolio is delivered across three formats — open enrolment, team training, and organisational learning journeys — with pricing ranging from €690 to €39,900 per programme.

Differentiator

Problem solved

Functional benefit

Products and services

• Behavioural Design Fundamentals Course (Live in Amsterdam) Two-day intensive live cohort programme in Amsterdam that builds a solid foundation in the SUE Behavioural Design Method, enabling individual professionals to systematically apply the framework to real-world challenges; awards EQAC-accredited certificate.
• Behavioural Design Advanced Course Three-month, five-training-day expert programme (mix of Amsterdam and online coaching) for Fundamentals alumni seeking to become certified Behavioural Design experts and to tackle a real behavioural challenge using AI for sharper analysis.
• Behavioural Design Summer School Two-day intensive summer programme co-presented by founders Astrid and Tom de Bruyne, focused on AI, happiness, and change as the three key behavioural design questions of the moment; held in Amsterdam.
• Deep Dive Behavioural Interviewing One-day live specialist deep dive that teaches behavioural-science interviewing techniques to uncover unconscious drivers where ordinary interviews fall short.
• Behavioural Design Fundamentals (Online Self-Paced) AI-powered self-paced online version of the flagship Behavioural Design Fundamentals methodology with AI Prompt Guides and lifetime access to the SUE Guru assistant; awards certificate.
• Designing the 9+ Customer Experience (Online Deep Dive) Self-paced AI-powered online deep dive teaching participants how to design customer experiences that remove friction and turn satisfied customers into advocates.
• Deep Dive Leading Change and Transformation (Online) Self-paced online deep dive covering the methodology behind transformations that succeed through influence rather than pressure.
• Behavioural AI: Adding Human Intelligence to AI (Online Deep Dive) Self-paced AI-powered online deep dive teaching participants to combine behavioural science frameworks with AI for sharper insights, personas, and intervention design.
• Behavioural Design Masterclass (Team Training) One-day intensive in-company team training using the participant team's own organisational challenge as the case study, aimed at giving the team a real grip on how audiences actually decide.
• Behavioural Design Sprint (Team Training) Two-day intensive in-company team training where the team learns the full SUE methodology and applies it directly to a real organisational challenge to deliver a validated intervention.
• Behavioural Design Accelerator (Team Programme) Six-month in-company team programme with six half-day sessions spread over three months that builds structural Behavioural Design expertise while the team cracks one concrete business case; awards EQAC certificate.
• Influential Leadership Programme Five-month in-company leadership development programme for senior leaders who want to move people through influence rather than authority; delivered by senior facilitators to a maximum of 16 participants.
• Organisational Learning Journeys Multi-year tailored learning journeys designed for leadership teams of larger organisations, fully customised to company strategy with senior facilitation and measurable results.

Quantifiable outcome

• 10,000+ professionals trained in behavioural design methodology
• +5 more outcomes

Named customers26 records

Segments8 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• The Decision Lab: Canada-headquartered behavioural science consultancy that applies behavioural insights to client challenges and offers training and workshops; directly comparable to SUE as a behavioural-design advisory and training practice serving enterprise and government clients.
• ideas42: Nonprofit behavioural design consultancy using behavioural science to design programmes and training for governments and NGOs; directly comparable to SUE's methodology-first approach and government/NGO client base (Amnesty, UNHCR, European Commission work).
• Irrational Agency: Amsterdam-based behavioural design agency applying behavioural science to marketing, branding, and customer experience for enterprise clients; directly comparable given shared Dutch market and behavioural design specialisation.
• BEworks: Behavioural economics consulting firm offering advisory and training services to enterprises; closely comparable to SUE in behavioural methodology applied to marketing, customer engagement, and change management use cases.

Broad incumbents

• FranklinCovey: Global leadership and organisational performance training company offering enterprise learning programmes and certifications; comparable to SUE's team training and Influential Leadership Programme in delivering in-company leadership development at scale.
• Behavioural Insights Team (BIT): Global social-purpose behavioural science consultancy spun out of the UK Cabinet Office; comparable to SUE in applying behavioural design across policy and enterprise, but operates at much larger scale with broader geographic delivery.
• Crucial Learning:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sueamsterdam

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

Investments

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

Frequently asked questions about Sue Amsterdam