About Us | Sero

About Sero

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’ll find us in the heart of Amsterdam on the Herengracht (at numbers 231 and 407). A historic setting that perfectly reflects the quality we stand for. Feel free to stop by; the coffee is ready, and we’d love to brainstorm about how we can automate your processes with AI.

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.

Our values

How we build and work

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.

Connected, not fragmented

AI tools are only powerful when they work together. The CDP is the core that connects all products, so insights lead to actions, and actions lead to more insights.