E-commerce first
Every feature we build is grounded in the reality of running an online store. We know Shopify, Klaviyo, and Meta Ads, and we build tools that fit right in.
E-commerce is about people, products, and moments. Sero was built by people who know e-commerce from the inside and believe AI can bridge the gap between data and action.
Amsterdam through and through
What started as an internal AI tool at agency Yellowgrape in April 2023 quickly outgrew its original setup. That success laid the foundation for Brainvine: an independent BV with its own direction since September 2023. But we don’t stand still, and our ambitions reach further, so we’re now moving forward as Sero.
You can find us in the heart of Amsterdam at Herengracht 231. A monumental location that perfectly matches the quality we stand for. Feel free to stop by; the coffee is ready and we would love to discuss how AI can automate your processes.
About Sero
Born from frustration with generic AI tools
Sero was founded by Danny de Kruijk, Rik van den Wijngaard, and Johan Smits, e-commerce professionals who saw brands struggling with AI tools that were powerful, but didn’t understand how e-commerce really works.
Generic tools lack the context of products, orders, customers, and seasons. They give generic answers to specific problems. And they aren’t built to work together—each tool is an island.
Sero is different. It’s all about connecting tools, putting customer data to real use, and AI that understands what an e-commerce brand needs to grow.
How we build and work
Connected, not fragmented
AI tools become more powerful when they work together. Sero CDP is the optional connecting layer that makes customer data available to the products you use.
Data as the foundation
No hallucinations or generic answers. Sero works with your real data, products, orders, customers and behavior.
Honest about what works
We don’t promise magic. We show what works, how it works, and what you can realistically expect from it. Demo-first, hype-last.
Partner, not vendor
We’re invested in our customers’ success. Customer success isn’t a department; it’s how we build the product and respond to feedback.
Speed with direction
We move fast, but not for speed alone. Every sprint has a goal tied back to the impact it has on our customers.
The people behind Sero
Danny de Kruijk
Product Lead
Johan Smits
Chief Growth
Rik van den Wijngaard
Chief Strategy
Pepijn Breijder
Head of Growth
Iris van Iperen
Event Manager
Tim Wouters
Senior AI Developer
Miguel van Kol
Business Development Manager
Jori Goené
Customer Success Manager
Ronald van Dijk
Finance Manager
Jonathan van de Geer
Media Designer
Berry van Es
AI Developer
Tom Suurling
AI Developer
We’re growing
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Work at SeroWe’re growing
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Work at SeroWhere we stand
500+e-commerce brands trust Sero
12people on the team
2023Founded in Amsterdam
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See what Sero can do for your online store
Schedule a demo and see how Sero can accelerate your e-commerce growth. Or check out our open positions.