Brush AI

What Brush AI does

Brush AI is a privately held Dutch AI consultancy founded around 2019 and headquartered in Amsterdam with a secondary office in Breda. The firm builds, audits, and explains AI systems for Dutch enterprise, government, and HR/recruitment clients, with a stated specialty in responsible AI - applying an internally developed ethical framework (the "Ethical Development Cycle") and scenario evaluation methodology that operates at each step of model development. Its technical core spans classical machine learning, predictive analytics, recommendation systems, and large language model applications; deployed examples include an internship-vacancy matching engine for a Stage-Vacature platform, an AI-supported life insurance acceptance system with Onesurance that compresses assessment from weeks to days, and the Gelijke Kansen dashboard used by Gemeente Den Bosch to track child opportunity inequality at neighborhood level.

The business model is professional services revenue across four lines: Development (custom AI solution builds), Consultancy (strategy and tooling guidance), Training (developer upskilling), and Public Speaking (paid speaking engagements). Pricing is custom and not publicly disclosed, structured around multi-year contracts with project-based scopes, and clients reach Brush AI through direct sales, referrals, media-driven inbound, and the team's public speaking. The customer roster is concentrated in the Netherlands and spans insurance (Onesurance, Scildon), government (Gemeente Den Bosch), HR/staffing (Driessen Groep, VTWB), and HR/recruitment startups; the firm also earned >4M media reach through a work-happiness research deliverable for Driessen Groep. A first dedicated Business Development hire, a second physical office, and the productization of the Responsible AI Scan as a standalone audit service in 2024 indicate the firm is shifting from referral-led project work toward a more structured GTM with repeatable service SKUs.

Name

Brush AI

Legal name

Brush AI

Website

https://brush-ai.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Brush AI is a Dutch responsible-AI consultancy that builds, audits, and explains machine learning and generative AI systems for Dutch enterprise, government, and HR clients, applying a proprietary ethical development framework across its projects.

Ownership category

akta.pro rank

Product category

AI Consulting Services

NAICS

Software Publishers (5132)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

AI/ML Engineering & Model Development Services (BPAEAHAF)

akta.pro secondary industries

Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG), Responsible AI Policy, Controls & Workflow Management (HDAAAMAG), Data Science, Machine Learning & AI (Modeling, MLOps, GenAI) (EDABAFAE)

Keywords

• Responsible AI consulting
• AI development services
• Machine learning solutions
• Generative AI consulting
• Data analytics services

Headquarters

HQ city

Amsterdam

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

Revenue model

1. Professional Services - Development: Building responsible AI applications that are workable, safe, and responsible to use, tailored to organizational values.
2. Professional Services - Consultancy: Helping companies make thoughtful choices about AI technology deployment to complement human and programming resources.
3. Professional Services - Training: Teaching developers and other employees knowledge and skills to understand, build, and use AI systems.
4. Public Speaking: Speaking engagements about AI developments and the meaning of truly intelligent solutions for business and society.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Brush AI builds responsible AI applications and provides consultancy, training, and public speaking services for Dutch organizations. The company develops custom machine learning, generative AI, and data analytics solutions tailored to organizational values, using a proprietary ethical framework and structured five-phase delivery approach (Awareness, Exploration, Proof of Value, Implementation, Expansion).

Product overview

Brush AI is an AI consulting and development company offering a portfolio of services centered on responsible AI. The core offerings include Development (building responsible AI applications), Consultancy (strategic AI guidance), Training (AI literacy for teams), and Public Speaking. Their work is delivered through a structured 5-phase framework: Awareness (inspiration sessions), Exploration (hackathon-based opportunity identification and AI roadmap), Proof of Value (design and development phases), Implementation (production deployment), and Expansion (expert team scaling). The company also delivers specific AI solutions including AI-driven internship matching platforms, AI-supported insurance acceptance systems, Responsible AI audits, and data analytics dashboards for public sector applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Development Service Custom building of responsible AI applications that are workable, safe, and responsibly usable, aligned with organizational values and the people affected by the AI systems.
• Consultancy Service
• Training Service
• Public Speaking
• Responsible AI Scan Independent assessment service evaluating AI solutions against ethical standards and providing actionable roadmaps for improving transparency, fairness, and non-discrimination compliance.
• AI-ondersteunde Verzekeringsacceptatie AI-driven life insurance acceptance system that accelerates application processing from weeks to days for light medical cases while maintaining human-in-the-loop oversight.
• AI gedreven Stage Matching AI-powered internship matching platform using recommendation algorithms to automatically compare student preferences with vacancies, generating optimized match recommendations.
• Gelijke Kansen Dashboard Interactive data analytics dashboard enabling municipalities to monitor inequality among children at neighborhood level and measure impact of social initiatives.
• Data-driven WerkGeluk Onderzoek Data analytics project analyzing survey data to test hypotheses about work happiness and run simulations for predicting workplace satisfaction trends.

Quantifiable outcome

• Reduced insurance assessment time from weeks to days for light medical cases
• +2 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability13 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• K2O MarketingminorStrategic or Co-development PartnerK2O Marketing partnered with Brush AI for the Driessen Groep data-driven research project on work happiness. Leon Jansen from K2O Marketing worked with Driessen Groep to formulate hypotheses that were then validated through data analyses conducted by Brush AI.
• OnesurancecoreStrategic or Co-development PartnerOnesurance, AI specialist in the insurance sector, partnered with Brush AI to develop responsible AI-driven solutions for insurance acceptance processes. Brush AI's ethical development cycle was used to build solutions ensuring customer friendliness, safety, and responsibility.
• Gemeente Den BoschcoreStrategic or Co-development PartnerGemeente Den Bosch collaborated with Brush AI to develop the 'Gelijke Kansen' dashboard for monitoring opportunity inequality among children. Brush AI worked with domain experts from the municipality to define indicators and propose data structures for systematic analysis.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Xebia: Xebia is a Dutch-origin IT consultancy with a dedicated AI & data practice that delivers development, consultancy, and training services to enterprises. It competes head-to-head with Brush AI in the Netherlands on AI engineering and data services for mid-market and enterprise clients.
• Info Support: Info Support is a Netherlands-based IT consultancy offering AI, data, and software engineering services with a strong domestic brand. It overlaps with Brush AI on bespoke AI/ML engineering and works with similar Dutch enterprise and public-sector clients.
• IG&H: IG&H is a Netherlands-based consulting firm with data and analytics practices that build bespoke analytics, ML, and decisioning solutions for Dutch enterprises and insurers. Strong overlap with Brush AI in the Dutch market on data-driven solutions and client base.
• Faculty AI: Faculty is an applied AI consultancy that designs, builds, and deploys ML solutions for enterprises and governments, very similar in service mix and positioning to Brush AI but with a UK/global footprint. Comparable on ethical/safety emphasis and bespoke AI engineering model.

Broad incumbents

• Slalom: Slalom is a global consulting firm with dedicated AI/ML engineering practices delivering responsible AI advisory and bespoke ML builds. Similar service mix to Brush AI but a much larger delivery footprint and brand.
• Element AI (ServiceNow): Element AI, acquired by ServiceNow, is an AI solutions and consulting arm focused on applied AI and responsible deployment for enterprises. Comparable to Brush AI on applied AI engineering and ethics, but now part of a much larger platform vendor.
• KPMG (Netherlands): KPMG Netherlands offers data & AI advisory including AI ethics, model governance, and analytics consulting that overlaps with Brush AI's responsible AI and dashboard offerings. Operates as a broad incumbent across the same Dutch enterprise and public-sector buyers.
• BearingPoint (Netherlands): BearingPoint Netherlands operates a Data & AI practice delivering analytics platforms, ML models, and AI advisory. Comparable to Brush AI in the Dutch enterprise and public sector on analytics implementations and AI strategy consulting.
• Accenture (Netherlands AI practice): Accenture operates a large AI/responsible AI consulting practice in the Netherlands serving enterprise and public sector clients. It offers overlapping services (development, advisory, deployment) at much larger scale and is the dominant broad incumbent Brush AI will compete against for larger engagements.
• Deloitte (Netherlands): Deloitte Netherlands runs AI & Data and Trust services that include AI ethics assessments, regulatory readiness, and analytics implementations. Comparable to Brush AI on responsible AI advisory and analytics dashboards for enterprise/government, with a much broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/brush-ai
• Instagraminstagram.com/ai.Brush

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Brush AI