What Tabula Rasa does

Tabula Rasa is a behavioral solutions consultancy headquartered in Amsterdam, Netherlands, founded by Bert Pol and Christine Swankhuisen. The company develops evidence-based behavioral interventions and communication campaigns for government agencies, municipalities, ministries, and public-interest organizations, applying behavioral science and social psychology to address challenges in health (e.g., NIX18 alcohol/tobacco prevention), environment (e.g., NL Schoon waste prevention), civic participation (e.g., voter mobilization), and social issues (e.g., debt counseling). Its core methodology combines qualitative and quantitative research with customer journey mapping to design interventions that consider what target populations know, want, can do, and already do.

The company's product portfolio includes behavioral solutions (gedragsoplossingen), behavioral interventions (gedragsinterventies), campaigns (campagnes), and research services (onderzoek), supplemented by a knowledge center (kennis) and the founders' published book 'Overheidscommunicatie' (Government Communication, third edition 2020). Notable technical components include AI-assisted creative production (used in the 2023 Oikocredit campaign via Revel.AI partnership) and integration with standard web tools (Google Analytics, Vimeo, YouTube). The company works in close partnership with Roorda Reclamebureau, which handles creative execution while Tabula Rasa provides behavioral science expertise.

Tabula Rasa operates a sales-led, project-based B2B professional services model with quote-based pricing that is not publicly disclosed. Revenue is generated through consulting engagements with government and public-sector clients acquired via direct outreach, the Roorda partnership, and referrals. The company serves customers primarily in the Netherlands (with limited activity in Belgium), including Belastingdienst, Ministerie van VWS, Gemeente Den Haag, Gemeente Rotterdam, Gemeente Nijmegen, and NGOs such as NL Schoon, Milieu Centraal, and Oikocredit. No institutional funding, parent company, or public listing has been identified.

Name

Tabula Rasa

Legal name

Tabula Rasa

Website

https://tabularasa.nl

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Tabula Rasa is an Amsterdam-based behavioral science consultancy that develops evidence-based communication campaigns and interventions for Dutch government agencies, municipalities, and public-interest organizations. The company partners with Roorda Reclamebureau to deliver behavioral change programs in health, environment, and civic engagement.

Ownership category

akta.pro rank

Product category

Behavioral Science Consulting

NAICS

Other Management Consulting Services (541618), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Quantitative Research & Survey Analytics (Survey Design, Sampling, Statistical Modeling) (MPAAALAF)

akta.pro secondary industry

Community Health, Health Promotion & Behavior Change (SBCC) (BPADAIAL)

Keywords

• Behavioral science consulting
• Government communication
• Behavioral intervention design
• Public campaign strategy
• Nudge campaign development

Headquarters

HQ city

Amsterdam

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

Revenue model

1. Government Consulting Services: Behavioral consulting services for government agencies, municipalities, and public organizations. Projects include campaign development, communication strategies, and behavioral interventions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tabula Rasa is a behavioral solutions consultancy that develops evidence-based behavioral interventions and communication campaigns for Dutch government agencies, municipalities, and public organizations. They apply social-psychological and behavioral science research — combining qualitative field research with quantitative analysis — to design campaigns that change citizen behavior across domains such as health (alcohol/tobacco prevention), environment (waste reduction, insulation), civic participation (voting), and social issues (debt counseling).

Product overview

Tabula Rasa is a behavioral solutions company that develops permanent behavioral change interventions for government and social organizations. The core offering consists of behavioral solutions and campaigns that combine social-scientific research with creative communication strategies. The product portfolio includes behavioral interventions for health promotion (NIX18), environmental awareness (NL Schoon), sustainability (Milieu Centraal), and civic engagement. Supporting services include qualitative and quantitative research, knowledge articles, and the published book 'Overheidscommunicatie' by founders Bert Pol and Christine Swankhuisen. The company operates in partnership with Roorda Reclamebureau and is based in Amsterdam.

Differentiator

Problem solved

Functional benefit

Products and services

• Gedragsoplossingen (Behavioral Solutions) End-to-end behavioral solutions engagements for government and public organizations, designing interventions that consider what people know, want, can do, and already do in order to create effective, publicly supported behavior change.
• Gedragsinterventies (Behavioral Interventions) Evidence-based behavioral interventions designed to influence citizen behavior across health (e.g., NIX18 alcohol and tobacco prevention), environment (e.g., NL Schoon waste prevention), sustainability (e.g., Milieu Centraal insulation), and civic participation domains.
• Campagnes (Campaigns) Communication campaigns developed for government clients and social organizations, combining behavioral science insights with creative strategies. Examples include NIX18 (youth alcohol prevention), NL Schoon (waste prevention), and the Oikocredit AI-driven inequality awareness campaign.
• Onderzoek (Research) Qualitative and quantitative research services including customer journey mapping, literature research, and field research to understand target audiences and inform effective behavioral change strategies.
• Overheidscommunicatie (Government Communication) Book A published book (3rd edition, 2020) by founders Bert Pol and Christine Swankhuisen that consolidates social-scientific insights, behavioral interventions, and campaign examples for effective government communication.

Quantifiable outcome

• NIX18 brand awareness increased from 65% to 78% in 2022
• +1 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Roorda ReclamebureaucoreStrategic or Co-development PartnerTabula Rasa operates in partnership with Roorda Reclamebureau, one of the Netherlands' leading advertising agencies specializing in government communication. Tabula Rasa provides behavioral science expertise while Roorda handles creative development and campaign execution. Many project pages link to Roorda for more campaign materials.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Roorda Reclamebureau: Dutch advertising agency specializing in government communication and Tabula Rasa's core delivery partner. Comparable as a partner serving many of the same Dutch ministries and municipalities on public-behavior campaigns.
• The Behavioral Architects: UK-based consultancy applying behavioral science to marketing, communications, and public-policy campaigns. Closely comparable niche: behavioral insights embedded in campaign development for institutional clients.
• Behavioural Insights Team: Originally the UK's 'Nudge Unit,' BIT applies behavioral science to government policy and communications globally. Most directly comparable to Tabula Rasa in mission (behavioral interventions for public-sector outcomes) and customer base (government agencies).
• Ideas42: Nonprofit behavioral science organization that designs and tests interventions for social issues including health, education, and financial inclusion. Comparable in applying rigorous behavioral research to real-world campaigns for government and NGO clients.
• BVA Nudge Unit: French behavioral insights consultancy applying nudge methodology to public health, sustainability, and civic behavior. Comparable in applying behavioral science to French/European government communications campaigns.

Broad incumbents

• Ipsos: Global market research and public opinion polling firm serving government and public-sector clients. Comparable in providing the research and consumer insight layer that underlies government communication campaigns.
• Frog (Capgemini Invent): Design and innovation consultancy with behavioral and human-centered design capabilities for public-sector and corporate clients. Comparable in blending behavioral research with creative campaign and service design, though broader in scope.
• Publicis BVA: Large holding-company network combining advertising (Publicis) with French behavioral research (BVA). Comparable as a scaled provider of behavioral research and creative campaign execution for government and public-sector clients across multiple European markets.
• Kantar: Global market research and consumer insights firm with behavioral science practice. Comparable in conducting the underlying qualitative and quantitative research that informs public-sector campaign strategy, but at much larger scale and breadth.

Regional players

• Danish Nudging Network / iNudgeyou: Danish behavioral insights consultancy applying nudge and behavioral design to public-sector clients. Comparable in mission and methodology, with regional focus on Danish/Nordic government rather than Dutch clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/tabularasanl
• LinkedInlinkedin.com/company/tabularasa

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 Tabula Rasa