SUE | Behavioural Design Academy
SUE Behavioural Design Academy is a privately held Amsterdam-based training company founded in 2009 that teaches a proprietary Behavioural Design methodology to individual professionals and corporate teams via courses, in-company programs, and bespoke Learning Journeys, having trained 10,000+ professionals across 45+ countries.
- Company typePrivate
- Founded2009
- HeadquartersKlein Amsterdam, Netherlands
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What SUE | Behavioural Design Academy does
SUE | Behavioural Design Academy is a privately held, Amsterdam-based training and education company founded in 2009 by Astrid Groenewegen and Tom de Bruyne. The company teaches a proprietary Behavioural Design methodology — built around the SUE Influence Framework (mapping Pains, Gains, Comforts, and Anxieties), the SWAC Tool, and a four-step Insight/Intervention/Impact/Implement process — to individual professionals and corporate teams. It has trained more than 10,000 professionals across 45+ countries and served 200+ organisations, with named enterprise clients spanning Dutch and Belgian banking, insurance, FMCG, energy, healthcare, telecom, tech, and government (ING, Rabobank, ABN AMRO, Heineken, Eneco, Roche, KPN, Gemeente Amsterdam, European Commission, among others). All certification programmes carry EQAC accreditation and an EQAC certificate that is recognised internationally.
The product portfolio spans four tiers: (1) individual open-enrolment training (Fundamentals €1,190–€1,490, Advanced €3,990, Deep Dives €690–€890, Summer School €1,749); (2) in-company team training (Masterclass €7,990, Sprint from €11,900, Accelerator €29,900, Influential Leadership Programme €39,900); (3) bespoke multi-month Learning Journeys from €25,000; and (4) the annual Behavioural Design Circle alumni membership at €995–€1,500/year, layered on top of a free lifetime BD Club community. Delivery is live at SUE's own heritage training venue on the Amsterdam canals, online self-paced via the Online Academy, or on-site for enterprise clients. In 2025 the company relabelled all courses "AI Inside" and launched the SUE Guru, an AI mentor trained on the complete Behavioural Design framework and distributed as a GPT on ChatGPT, a Skill on Claude, an Agent on Copilot, and a Gem on Gemini.
SUE is bootstrapped and founder-led with no disclosed external funding. Co-founder Tom de Bruyne is also a partner in the sister agency SUE & The Alchemists, which extends the methodology into perception, reputation, and public-affairs consulting. The team is small (~10 named professionals) and growth has been organic: three bestselling books by the founders, EQAC-accredited certification, and a documented alumni network of 10,000+ practitioners that functions as the primary demand-generation and retention engine.
SUE | Behavioural Design Academy firmographics
Firmographics- Name
- SUE | Behavioural Design Academy
- Legal name
- SUE Behavioural Design
- Website
- https://suebehaviouraldesign.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Short description
- SUE Behavioural Design Academy is a privately held Amsterdam-based training company founded in 2009 that teaches a proprietary Behavioural Design methodology to individual professionals and corporate teams via courses, in-company programs, and bespoke Learning Journeys, having trained 10,000+ professionals across 45+ countries.
- Ownership category
- akta.pro rank
SUE | Behavioural Design Academy industry classification
Industry- Product category
- Professional Training & Behavioural Science Education
- NAICS
- Professional and Management Development Training (611430), Professional and Management Development Training (61143)
- akta.pro primary industry
- Audit, Inspection & Quality Compliance (Internal Auditing, CAPA) (EDABAKAN)
Keywords
Where SUE | Behavioural Design Academy is headquartered
LocationHeadquarters
- HQ city
- Klein Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
SUE | Behavioural Design Academy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Individual Training Programs: Open enrollment training courses sold to individual professionals. Includes Fundamentals Course (€1,190-1,490), Advanced Course (€3,990), Deep Dives (€690-890), and Summer School (€1,749). Revenue is recognized at point of sale per cohort.
- Team/Corporate Training: In-company training delivered to organizational teams. Includes Masterclass (€7,990), Sprint (from €11,900), Accelerator (€29,900), and Influential Leadership Programme (€39,900). Sold directly to enterprise buyers as multi-session engagements.
- Learning Journeys: Multi-month tailored organizational programs starting from €25,000. Bespoke behaviour change programs from diagnosis to anchoring over 4-8 months. Includes Rabobank Marketing Academy example of 8 customized training sessions.
- Behavioural Design Circle Membership: Premium alumni community with monthly peer supervision, quarterly learning days, case library access, and active certification. Founding Members pay €995/year, Standard Membership €1,500/year. Recurring annual subscription model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time/ perpetual license | Fundamentals Course - 2-day intensive or 33-lesson online |
| Subscription | One time/ perpetual license | Advanced Course - 3-month expert certification program |
| Subscription | One time/ perpetual license | Deep Dives - 1-day specializations |
| Subscription | One time/ perpetual license | Summer School - 2-day summer program |
| Subscription | One time/ perpetual license | Online Deep Dives - AI-powered self-paced courses |
| Subscription | One time/ perpetual license | Masterclass - 1-day team training |
| Subscription | One time/ perpetual license | Behavioural Design Sprint - 2-day intensive team program |
| Subscription | Multi-year contract | Behavioural Design Accelerator - 6 half-days over 3 months |
| Subscription | Multi-year contract | Influential Leadership Programme - 5-month leadership development |
| Subscription | Multi-year contract | Learning Journeys - Multi-month organizational transformation |
| Subscription | Annual | Behavioural Design Circle - Annual alumni community |
| Freemium | Monthly | BD Club - Free alumni community |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
SUE | Behavioural Design Academy product offering
Product offeringCore offering
SUE Behavioural Design Academy delivers applied behavioural science-based training courses, certifications, and multi-month enterprise learning programs built around its proprietary SUE Influence Framework. Offerings range from 2-day flagship Fundamentals Courses and 3-month Advanced certifications for individual professionals to in-company team training (Masterclass, Sprint, Accelerator) and bespoke multi-month Learning Journeys for organisations. Programmes are augmented with the SUE Guru AI mentor and an alumni community (BD Club and premium Behavioural Design Circle).
Product overview
SUE | Behavioural Design Academy is a training and education company offering a multi-level portfolio of Behavioural Design courses and programmes. The core offering consists of the Fundamentals Course (2-day live or 33-lesson online self-paced), the Advanced Course (3-month expert certification), and various Deep Dives (1-day specialisations). Team training includes the Masterclass, Sprint, and Accelerator formats. Enterprise clients access bespoke Learning Journeys (4-8 months). All programmes are powered by the SUE Influence Framework methodology and augmented with AI through the SUE Guru platform. Alumni receive lifetime access to BD Club (free) and premium Behavioural Design Circle membership. The company holds EQAC accreditation for all certification programmes.
Differentiator
Problem solved
Functional benefit
Products and services
- Behavioural Design Fundamentals Course Flagship 2-day intensive live training (Amsterdam) or 33-lesson online self-paced course teaching the complete SUE Behavioural Design method, the Influence Framework and the SWAC Tool. For individual professionals seeking an EQAC-accredited foundation.
- Behavioural Design Advanced Course 3-month expert certification programme (5 training days + coaching) where Fundamentals alumni tackle a real behavioural challenge under senior SUE consultant guidance and learn to embed Behavioural Design in teams and organisations.
- Behavioural Design Summer School Two-day intensive summer programme in Amsterdam with founders Astrid Groenewegen and Tom de Bruyne, covering AI, happiness and change. Available in English and Dutch editions in July/August.
- Behavioural Design Deep Dives One-day live specialisation courses on specific BD topics such as Behavioural Interviewing, Leading Change, Customer Experience Design and Behavioural AI, available individually or for teams in-company.
- Online Deep Dives (Online Academy) Self-paced online specialisation courses including Designing 9+ Customer Experience, Behavioural Marketing, Behavioural AI, Leading Change, Responsive Leadership, Team Wellbeing and Framing, with lifetime access and AI Inside integration.
- Behavioural Design Masterclass One-day in-company team training (max 16 participants, on-site or hybrid) where a team gets a working grip on how its audience decides, using its own challenge as a case.
- Behavioural Design Sprint Two intensive in-company days where a team (5–24 participants) learns the full SUE methodology and applies it to a real challenge, producing a validated intervention format.
- Behavioural Design Accelerator Six half-day sessions over three months building structural BD expertise while cracking one concrete business case. Max 16 participants, EQAC certified.
- Influential Leadership Programme 5-month in-company leadership programme (max 16 senior facilitators) working with management teams on moving people through influence rather than authority.
- Learning Journeys Multi-month bespoke organisational programmes (4–8 months, from €25,000) covering diagnosis, co-creation, guided implementation and anchoring of behaviour change. Sold to large organisations as custom engagements.
- Behavioural Design Circle Premium annual alumni community (€995 Founding Member / €1,500 Standard) with four intensive learning days, monthly peer supervision in fixed groups of 6–8, a case library, and SUE Certified Practitioner – Active renewal.
- SUE Guru (BD × AI) AI mentor trained on the complete Behavioural Design framework, available 24/7 across ChatGPT, Claude, Copilot and Gemini as a sparring partner, designer, researcher, tester and reviewer for alumni.
Quantifiable outcome
- Handwashing compliance increased by 165%
- +5 more outcomes
Companies that use SUE | Behavioural Design Academy
Customer profileNamed customers28 records
Segments8 records
Ideal customer profiles1 record
SUE | Behavioural Design Academy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature5 records
SUE | Behavioural Design Academy partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SUE & The AlchemistscoreSUE & The Alchemists is the sister company of SUE Behavioural Design, co-founded by Tom de Bruyne as partner. It is described as 'the agency for perception, reputation and public support.' Tom works with governments, businesses and non-profits on influencing perception and behaviour through this sister entity. The two companies share founders and methodology while serving different client needs.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
SUE | Behavioural Design Academy competitors and assessment
Company assessmentDirect peers
- ideas42: Non-profit behavioural science design organization offering applied behavioural science services, training, and behavioral design programs. Overlaps with SUE's behavioural design methodology and enterprise/government client base.
- Coglode: UK-based behavioural science consultancy offering behavioural insights, applied research, and training programs. Comparable mid-size competitor with similar applied behavioural science methodology and enterprise customer base.
- BEworks: Behavioural economics consultancy offering corporate training, behavioural insights, and applied nudging solutions. Comparable to SUE in target customers (enterprise L&D, marketing, public policy) and applied methodology focus.
- Influence At Work: Training and consulting firm founded by Robert Cialdini focused on the science of influence and persuasion. Offers corporate training programs in influence and persuasion that directly compete with SUE's behavioural design curriculum.
- The Decision Lab: Behavioural science consulting and training firm based in Montreal. Offers similar applied behavioural science courses, executive training, and corporate workshops, and serves as the closest direct competitor to SUE in the behavioural design academy category.
- Hogarth Worldwide / Differentology: Behavioural insights and applied behavioural science firm offering training and consulting services across Europe. Comparable direct competitor in behavioural design training for enterprise clients.
- BVA Nudge Unit: Behavioural science consultancy applying nudge theory and behavioural insights to business and policy challenges. Closely comparable to SUE in methodology, European footprint, and enterprise client focus.
Emerging players
- Momentum Design Lab: Behavioural design consultancy and training provider with focus on applying behavioural science to products, services, and policies. Comparable in methodology, narrower in geographic reach and customer base.
Broad incumbents
- Ogilvy Nudge Lab: Behavioural science practice within Ogilvy, the global advertising agency. Offers behavioural design consulting and training as part of a broader portfolio of marketing and communications services, competing with SUE for enterprise marketing and behavioural design budgets.
Others
- Dan Ariely / Center for Advanced Hindsight: Behavioural science research and training center at Duke University founded by Dan Ariely. Adjacent ecosystem player offering academic training and applied behavioural insights, not directly commercial but influences the broader behavioural design training market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
SUE | Behavioural Design Academy compliance and trust
Trust signalCompliance1 record
SUE | Behavioural Design Academy financial estimates
Financial estimateRevenue estimate
Valuation estimate
SUE | Behavioural Design Academy leadership team
Management profileNumber of profiles
Profiles10 records
SUE | Behavioural Design Academy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SUE | Behavioural Design Academy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SUE | Behavioural Design Academy
What does SUE | Behavioural Design Academy do?
SUE Behavioural Design Academy delivers applied behavioural science-based training courses, certifications, and multi-month enterprise learning programs built around its proprietary SUE Influence Framework. Offerings range from 2-day flagship Fundamentals Courses and 3-month Advanced certifications for individual professionals to in-company team training (Masterclass, Sprint, Accelerator) and bespoke multi-month Learning Journeys for organisations. Programmes are augmented with the SUE Guru AI mentor and an alumni community (BD Club and premium Behavioural Design Circle).
Is SUE | Behavioural Design Academy a public or private company?
SUE | Behavioural Design Academy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SUE | Behavioural Design Academy founded?
SUE | Behavioural Design Academy was founded in 2009.
Where is SUE | Behavioural Design Academy based?
SUE | Behavioural Design Academy is headquartered in Klein Amsterdam, Netherlands, in the Europe region.
How does SUE | Behavioural Design Academy make money?
Four revenue lines are on record. Individual Training Programs are the primary driver. The others are team/Corporate Training, learning Journeys and behavioural Design Circle Membership.
Who are SUE | Behavioural Design Academy's main competitors?
Direct peers on record are ideas42, Coglode, BEworks, Influence At Work, The Decision Lab, Hogarth Worldwide / Differentology and BVA Nudge Unit. Momentum Design Lab is listed as an emerging player. Ogilvy Nudge Lab is listed as a broad incumbent. Dan Ariely / Center for Advanced Hindsight is listed as an others.
Does SUE | Behavioural Design Academy have an API?
No public API is recorded for SUE | Behavioural Design Academy.
What industry is SUE | Behavioural Design Academy in?
SUE | Behavioural Design Academy's product category is Professional Training & Behavioural Science Education. Its primary akta.pro industry code is EDABAKAN, Audit, Inspection & Quality Compliance (Internal Auditing, CAPA). Its NAICS code is 611430.