Superpeople Company

What Superpeople Company does

Superpeople Company is a Netherlands-based diversity and inclusion consultancy (legally Het Is Net Werken BV, headquartered in Tuitjenhorn) founded in 2011 by Wendy Broersen. It helps organizations attract, retain, and develop diverse workforces through four service pillars: Strategy (the proprietary AIM 5-phase inclusion model), Attract (inclusive recruitment and selection consulting), Retain (engagement and retention programs), and Develop (executive coaching, the Ambition Program, inclusivity training, and personal development).

The firm's core intellectual property is the AIM (5 Phases of Inclusion) methodology, a structured framework with defined phases, focus areas, and an accompanying 'Inclusion Matrix' visualization. Offerings are delivered through three AIM subscription tiers (Standard €750/month, VIP €950/month, Platinum €1,250/month) plus executive coaching (€2,850/participant for organizations or €250/hour for individuals), the Ambition Program (training-based, 67% reported career-step success within three months), and a portfolio of training workshops covering inclusive leadership, male allyship, neurodiversity, and unconscious bias. The firm also self-publishes the founder's book 'NOT for HR' (€39.95), the English version of the Dutch bestseller 'NIET voor HR'.

The go-to-market is consultative and sales-led, combining multilingual inbound content (Dutch, English, German) with enterprise field sales and chemistry-session qualification for executive coaching. The coaching supply pool includes 10+ named, internationally certified coaches (ICF PCC, Henley-certified systemic, multilingual coverage across Dutch, English, German, Spanish, Italian, French, Croatian, and Japanese), enabling delivery across EU jurisdictions where the AIM methodology has been adapted to local legislation. The firm is privately held and bootstrapped, operating with no disclosed external funding.

Name

Superpeople Company

Legal name

Het Is Net Werken BV

Website

https://superpeoplecompany.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Superpeople Company is a Netherlands-based diversity and inclusion consultancy offering strategy, recruitment, retention, training, and executive coaching services to organizations across the EU, anchored by its proprietary AIM 5-phase inclusion methodology.

Ownership category

akta.pro rank

Product category

Diversity and Inclusion Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

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

Keywords

• Diversity and inclusion consulting
• Executive coaching services
• Inclusive recruitment training
• Workforce development programs
• Diversity strategy advisory

Headquarters

HQ city

Tuitjenhorn

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, Infrastructure

Revenue model

1. AIM Subscription Programs: Three-tiered monthly subscription model (Standard €750, VIP €950, Platinum €1250) providing ongoing D&I strategy support with team sessions, consulting hours, and knowledge workshops. Recurring monthly revenue with setup sessions.
2. Executive Coaching Services: Organizational coaching at €2,850 per participant (includes assessment, coaching sessions, recap) and individual coaching at €250/hour with minimum 3 sessions. Professional services revenue with optional assessment add-ons.
3. Ambition Program: Career advancement program for diverse employees with reported 67% success rate of participants taking next career step within 3 months. Training-based revenue stream.
4. Book Sales - NOT for HR: Single product sales of the book NOT for HR (English version of Dutch bestseller NIET voor HR) at €39.95 per copy. One-time purchase revenue from book sales.
5. Training and Workshops: Inclusive leadership training, male allyship programs, neurodiversity at work training, unconscious bias workshops, and expert speakers for organizational events. Customizable training programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Superpeople Company is a Diversity & Inclusion consultancy that helps organizations attract, retain, and develop diverse workforces. Its core offering is the AIM (5 Phases of Inclusion) methodology delivered through tiered monthly subscriptions, complemented by inclusive recruitment and selection advisory, retainment services, executive coaching, learning and development programs, and the published book 'NOT for HR'.

Product overview

Superpeople Company is a D&I consultancy offering a portfolio of services centered on its proprietary AIM (Inclusion Model) methodology. The core offering includes three subscription tiers (AIM Standard at €750/month, AIM VIP at €950/month, and AIM Platinum at €1,250/month) providing inclusive strategy and implementation support. These are complemented by specialized consulting services in Inclusive Recruitment, Inclusive Selection, and Retainment. Executive Coaching is offered as a separate service (organization packages at €2,850/participant or individual sessions at €250/hour) featuring a diverse pool of certified coaches. Learning & Development offerings include the Ambition Program (67% career advancement success rate), Inclusivity Trainings (leadership, allyship, neurodiversity topics), and Personal Development programs. The company also sells the book 'NOT for HR' (€39.95) which documents the AIM methodology for readers to implement independently.

Differentiator

Problem solved

Functional benefit

Products and services

• AIM Subscription Program Monthly recurring D&I subscription delivering the proprietary AIM (5 Phases of Inclusion) methodology. Three tiers offered: AIM Standard (€750/month) with setup session, 5 live team sessions, 1 virtual session/month, and dedicated D&I expert; AIM VIP (€950/month) with setup session and 1 consulting hour per week; AIM Platinum (€1,250/month) with setup session and 4 DEI knowledge workshops. Available to organizations seeking structured, ongoing D&I support.
• Inclusive Recruitment Consulting service that helps organizations create inclusive recruitment processes by scanning communication, evaluating publication channels, and training recruiters to attract larger and more diverse applicant pools.
• Inclusive Selection Consulting service that analyzes and improves selection processes to ensure equal hiring chances for all applicants, helping organizations get the best person for each job.
• Retainment Services Consulting services focused on retaining diverse talent through engagement strategies and ensuring employees know they have a future in the organization.
• Executive Coaching Coaching service delivered by a diverse pool of certified executive coaches. Organizational packages at €2,850 per participant (includes assessment, coaching sessions, and organizational recap) and individual sessions at €250 per hour (minimum 3 sessions). Up to 3 chemistry sessions are free of charge.
• Ambition Program Career advancement program for diverse employees targeting higher organizational positions, with a reported 67% of participants taking the next career step within 3 months.
• Inclusivity Trainings Training series covering inclusive leadership, male allyship, neurodiversity at work, unconscious biases, and expert speakers on disability, transgender experiences, and discrimination topics.
• Personal Development Development programs helping colleagues become more noticeable, visible, and knowledgeable, working with top 5% of experts on personal growth topics.
• NOT for HR (Book) Book by Wendy Broersen presenting the AIM inclusion model for creating sustainable diverse and inclusive organizations. English version of the Dutch bestseller 'NIET voor HR', sold at €39.95 per copy.

Quantifiable outcome

• 67% of Ambition Program participants took the next step in their careers within 3 months

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Diversifying.io: Tech-enabled DEI platform targeting SME and mid-market employers with digital inclusion tools. Represents the emerging software-enabled cohort that could disrupt traditional D&I consultancies like Superpeople over time.

Direct peers

• Paradigm Strategy: DEI-focused consultancy providing inclusion strategy, training, and culture-change engagements to corporate clients. Directly comparable to Superpeople's strategy, recruitment, and retainment offerings.
• PDT Global: International DEI consultancy offering training, strategy, and inclusion programs to global enterprises. Closest comparable in business model and service mix to Superpeople, though operating at larger scale and broader geographic reach.
• The Winters Group: DEI consulting firm delivering culture assessments, leadership training, and inclusion strategy. Overlaps with Superpeople's AIM model and training portfolio in customer base and delivery format.
• inclusionINC: DEI consultancy focused on inclusive leadership training and culture transformation. Comparable to Superpeople's training programs and executive coaching service line.

Broad incumbents

• Accenture (DE&I practice): Large consulting firm with significant DE&I and inclusion services addressing talent and culture transformation. Targets the same enterprise buyer as Superpeople but with vastly greater scale and cross-functional capabilities.
• Korn Ferry: Global organizational consulting firm with a Diversity & Inclusion practice spanning leadership development, coaching, and culture strategy. Comparable in executive coaching and D&I strategy adjacencies.
• PwC (DEI practice): Big Four advisory firm offering diversity, equity, and inclusion consulting alongside broader workforce and HR transformation services. Competes at the enterprise tier where Superpeople's AIM subscription and strategy work also pitches.
• Deloitte (DE&I practice): Global professional services firm with a dedicated Diversity, Equity & Inclusion consulting practice. Competes for the same enterprise D&I strategy and implementation budgets as Superpeople, but as part of a much broader advisory portfolio.

Others

• Catalyst: Nonprofit research and advisory organization advancing women in the workplace. Not a direct competitor, but operates adjacent to Superpeople's DEI mission and informs buyer expectations in the same category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/superpeople-company

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Superpeople Company