What NewBees INC. does

NewBees INC. is the corporate advisory division of NewBees, a Dutch social enterprise founded in 2016 by Annemiek Dresen. NewBees INC. advises and supports Dutch organizations on Diversity, Equity, and Inclusion (DEI) in the workplace, serving large and mid-sized Dutch enterprises (ABN AMRO, Achmea, FrieslandCampina, IKEA, Sweco, Baker Tilly, Vebego, Hago Rail Services), Dutch housing corporations (via FLOW sector study), healthcare organizations (Arkin, Amstelring, Amsterdam UMC through a 2024-2025 Sigra pilot), and Dutch municipalities for civic integration programs.

The company's core offerings combine experiential learning methods with structured advisory services. Proprietary products include the Deep Dive VR Experience (first-person perspective-taking on workplace exclusion), the Coach Sacha e-coaching platform (5-10 minute daily messaging touchpoints), the Nulmeting baseline assessment, Workshop Samen Inclusief, the Inclusie Challenge daily messaging program, the Champions Programma for organization-wide rollout, and the Denkend aan Holland theater program co-developed with WAT WE DOEN. These are organized within a Cyclus voor diversiteit en inclusie (assessment → implementation → measurement) framework. No proprietary technology stack is disclosed; the platform components appear to be standard messaging, VR content delivery, and human-facilitated workshops.

NewBees INC. generates revenue primarily through professional services fees from Dutch enterprises and managed-services contracts with Dutch municipalities for inburgering and participation programs. Go-to-market is consultative direct sales supported by content marketing (whitepapers, blog, LinkedIn), events (HR Day, Diversity Day), and thought-leadership appearances by founder Annemiek Dresen (podcasts, MT/Sprout Inclusive 30 ranking). Pricing is not publicly disclosed; prospects are routed to a free 30-minute advisory consultation. The company has grown from one founder in Zaandam to nearly 50 employees across 9-15 Netherlands locations, and is a member of Social Enterprise NL, validated by the Kennisplatform Inclusief Samenleven (KIS), and a signatory to an international charter for inclusion of refugees backed by 1,000+ organizations.

Name

NewBees INC.

Legal name

NewBees Inclusion Solutions B.V.

Website

https://newbeesinc.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

NewBees INC. advises Dutch enterprises, municipalities, healthcare organizations, and housing corporations on Diversity, Equity & Inclusion through VR-based workshops, e-coaching, baseline assessments, and theater programs, operating as the corporate division of NewBees social enterprise.

Ownership category

akta.pro rank

Product category

Diversity, Equity & Inclusion Consulting

NAICS

Other Services (except Public Administration) (81)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

DEI (Diversity, Equity & Inclusion) & Belonging Consulting (BPAHAGAJ)

akta.pro secondary industry

DEI, Equity & Inclusion Advisory (BPACAJAJ)

Keywords

• DEI consulting services
• Workplace inclusion training
• VR diversity training
• E-coaching programs
• D&I advisory

Headquarters

HQ city

Amsterdam, Noord Holland

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. DEI Advisory and Consulting Services: NewBees INC. generates revenue by providing Diversity, Equity & Inclusion advisory services, workshops, training programs, and coaching to Dutch enterprises and organizations. Services include Deep Dive VR sessions, e-coaching, intervisie, workshops, and custom DEI programs billed to corporate clients.
2. Inburgering and Participation Programs (Municipal Contracts): NewBees organizes inclusive inburgering (civic integration) and participation trajectories for Dutch municipalities, combining language learning with employment support. This is a government-contract revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

NewBees INC. advises and supports Dutch organizations in building diverse, equitable, and inclusive workplaces. It sells a portfolio of DEI services including baseline D&I measurements, immersive Virtual Reality workshops (Deep Dive), daily e-coaching (Coach Sacha), peer intervision sessions, customized advisory engagements, inclusive job posting reviews, impact measurement, and the Champions organizational program, as well as the theater-based Denkend aan Holland experience.

Product overview

NewBees INC. is a DEI (Diversity, Equity & Inclusion) consulting and program services company that offers a portfolio of interconnected products and services. The core offerings include the Deep Dive VR Experience for immersive perspective-taking, E-coaching with Coach Sacha for ongoing behavioral guidance, and the Nulmeting for baseline assessment. These are complemented by workshops (Workshop Samen Inclusief), the Champions Program for organizational-wide engagement, and the theater program Denkend aan Holland for cultural awareness. The company follows a Cyclus voor diversiteit en inclusie framework, combining these products to take organizations from assessment through implementation and impact measurement.

Differentiator

Problem solved

Functional benefit

Brands

• Deep Dive: Virtual Reality experience for diversity and inclusion training, allowing participants to experience exclusion in the workplace.
• Coach Sacha
• Denkend aan Holland
• Champions Programma

Products and services

• Deep Dive VR Experience Virtual Reality experience allowing participants to experience workplace exclusion from different perspectives, used as a conversation opener for diversity and inclusion training in Dutch organizations.
• Coach Sacha E-Coaching

Quantifiable outcome

• 87% better decision-making in teams with high D&I
• +6 more outcomes

Named customers13 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

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SigracoreStrategic or Co-development Partner · 1 January 2024Sigra is a healthcare network organization in the Amsterdam region. Together with Gemeente Amsterdam and NewBees INC., Sigra commissioned a 2024-2025 pilot program targeting racism and discrimination in healthcare organizations, engaging Arkin, Amstelring, and Amsterdam UMC.
• WAT WE DOENcoreStrategic or Co-development PartnerWAT WE DOEN is a theater company led by Floris van Delft (writer/director) that co-developed the 'Denkend aan Holland' theater program with NewBees INC. The program combines a theater performance about newcomers with dialogue sessions and e-coaching. This partnership leverages experiential learning through theater to drive inclusive workplace conversations. The collaboration began around 2020 with the 'Hoe ik talent voor het leven kreeg' project and evolved into the ongoing Denkend aan Holland program.
• Kennisplatform Inclusief Samenleven (KIS)coreStrategic or Co-development PartnerKIS is a leading Dutch knowledge platform for inclusive society. NewBees INC. contributed to KIS research on intersectional anti-discrimination interventions, and NewBees INC.'s services are indexed in the KIS knowledge bank. KIS provides third-party validation and credibility to NewBees INC.'s DEI methodologies.
• FLOW (Housing Corporations Sector Organization)minorStrategic or Co-development PartnerFLOW commissioned NewBees INC. to conduct a sector-wide study on D&I within Dutch housing corporations. 246 professionals from housing corporations participated. The study produced a whitepaper published by FLOW, positioning NewBees INC. as a research-based DEI advisor in the social housing sector.
• Open EmbassyminorStrategic or Co-development PartnerOpen Embassy partnered with NewBees to deliver employer workshops as part of the 'Hoe ik talent voor het leven kreeg' project, focusing on the benefits of diverse teams and inclusive workplace facilitation.
• A&O ShearmanminorOthersMonique Pennings, Head of CSR at A&O Shearman, contributed as a guest author to the NewBees INC. blog with an article on '5 golden rules to get inclusion at board level.' This is a content/thought leadership partnership.
• Social Enterprise NLminorOthersNewBees INC. is a member of Social Enterprise NL, the Dutch network for social enterprises. NewBees displays the Social Enterprise NL member badge on its website.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Diversiteit in Beeld: Dutch boutique consultancy providing diversity, inclusion, and anti-discrimination advisory, training, and workshops to Dutch employers and public-sector organizations. Directly comparable as a Netherlands-focused DEI advisory boutique with overlapping service lines (training, diagnostics, workplace inclusion).
• Talent naar de Top: Dutch platform/charter focused on advancing gender diversity and inclusive leadership at the top of Dutch organizations, offering diagnostic tools and advisory. Similar D&I scope, Dutch enterprise target market, and consultative engagement model to NewBees INC.
• Great Place to Work Nederland: Operates workplace culture certification, employee survey diagnostics, and D&I advisory in the Netherlands. Overlaps with NewBees INC.'s Nulmeting baseline measurement and Champions Program, serving similar Dutch enterprise HR buyers.

Broad incumbents

• Mercer: Global HR consulting firm with D&I and inclusion advisory capabilities, including DEI diagnostics and employee experience work. Competes for inclusion/DEI mandates with the same enterprise buyers as NewBees INC., but as one service line within a large HR consultancy.
• Korn Ferry: Global organizational consulting firm with a dedicated DE&I practice offering culture, leadership, and inclusion advisory. Comparable to NewBees INC. on the strategic D&I advisory and inclusive leadership offering, but at global scale and with much broader services.
• PwC Nederland (People & Organisation): Big 4 advisory in the Netherlands with a People & Organisation practice that includes DEI, human capital, and inclusion consulting. Competes for the same Dutch enterprise HR budgets as NewBees INC. but at much larger scale and as part of a broader advisory portfolio.
• Deloitte Nederland (Human Capital): Big 4 with a Human Capital practice offering D&I diagnostics, inclusion strategy, and transformation in the Netherlands. Targets many of the same enterprise clients as NewBees INC. (e.g., financial services, healthcare, consumer) with bundled transformation mandates.
• Randstad Nederland (Diversity & Inclusion): Major Dutch staffing and HR services firm operating employer-facing diversity and inclusion programs and inclusive recruitment services in the Netherlands. Adjacent competitor on workplace inclusion, integration of newcomers, and supplier-diversity style offerings.

Emerging players

• Veldhoen & Company: Dutch-rooted change and organizational development consultancy with focus on new ways of working, leadership, and inclusive transformation. Comparable as a Netherlands-based OD/change boutique addressing culture and leadership themes overlapping with NewBees INC.'s inclusive-leadership work.
• Springboard Consultancy: UK-based specialist DEI consultancy offering inclusive leadership training, workshops, and e-coaching to corporate clients. Closely comparable methodology (experiential learning, coaching-based follow-up) to NewBees INC., though operating in the UK rather than the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/newbeesinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 NewBees INC.