--- title: "About Us | Sero" description: "We're building the AI-stack for e-commerce from the heart of Amsterdam. Meet the team and the story behind Sero." url: "https://sero.tech/en/about-us" lang: "en" updated: "2026-09-16" --- About Sero # We build the AI stack that understands e-commerce 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. ![The Sero team at an e-commerce trade show](https://sero.tech/assets/images/MvPQ1gk6mUBxQDbcSiJCfYIBqc.jpg) ## 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. 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 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. Our values ## The people behind Sero ![Danny de Kruijk](https://sero.tech/assets/eigen/danny-de-kruijk.png) [Danny de Kruijk’s LinkedIn](https://www.linkedin.com/in/danny-de-kruijk-%E2%9C%AA-14541766/) ### Danny de Kruijk Product Lead ![Johan Smits](https://sero.tech/assets/images/WZnw2otgnFOAlnjPxleeEoEYvk.png) [Johan Smits on LinkedIn](https://www.linkedin.com/in/smitsjohan/) ### Johan Smits Chief Growth ![Rik van den Wijngaard](https://sero.tech/assets/images/TssefL3HGWnrQB2MbeCXmuAwHMI.png) ### Rik van den Wijngaard Chief Strategy ![Pepijn Breijder](https://sero.tech/assets/images/RgioZ4dd9l9euNAyZAc6wQkRro.jpg) [Pepijn Breijder on LinkedIn](https://www.linkedin.com/in/breijder/) ### Pepijn Breijder Head of Growth ![Iris van Iperen](https://sero.tech/assets/images/AW9ImoXWwzwslSNZrOFP3XIFi08.png) [Iris van Iperen on LinkedIn](https://www.linkedin.com/in/iris-van-iperen-973243114) ### Iris van Iperen Event Manager ![Tim Wouters](https://sero.tech/assets/images/JwTY7D3QBCFxnUfvlmIyB8gFc.png) ### Tim Wouters Senior AI Developer ![Miguel van Kol](https://sero.tech/assets/images/2UPTqWBUNj5q4uOiUKfFAkD3rV0.png) [Miguel van Kol’s LinkedIn](https://www.linkedin.com/in/miguelvankol/) ### Miguel van Kol Business Development Manager ![Jori Goené](https://sero.tech/assets/images/rbzArQIBGifbdzAEsClJr9E3zYc.png) [Jori Goené on LinkedIn](https://www.linkedin.com/in/jori-goene-a84b98137) ### Jori Goené Customer Success Manager ![Ronald van Dijk](https://sero.tech/assets/images/bzVuqBvkELkjnaIQQa0IpEhjUXE.png) [Ronald van Dijk on LinkedIn](https://www.linkedin.com/in/revandijk/) ### Ronald van Dijk Finance Manager ![Jonathan van de Geer](https://sero.tech/assets/images/8FhtSNqGljP47ofctIV2lP8x2aA.png) [Jonathan van de Geer on LinkedIn](https://www.linkedin.com/in/jonathan-van-de-geer-76b05220b/) ### Jonathan van de Geer Media Designer ![Berry van Es](https://sero.tech/assets/images/fBTwvkD5WXr5fmaGZknbCtYup04.png) [Berry van Es on LinkedIn](https://www.linkedin.com/in/berryvanes) ### Berry van Es AI Developer ![Tom Suurling](https://sero.tech/assets/images/Z2rhIGy8g6vIQRR3PLUVTKXok.png) [Tom Suurling on LinkedIn](https://www.linkedin.com/in/tom-suurling-702ba831/) ### Tom Suurling AI Developer ### We’re growing View open positions [Work at Sero](https://sero.tech/en/careers) ### We’re growing View open positions [Work at Sero](https://sero.tech/en/careers) Sero in numbers ## Where we stand 500+ e-commerce brands trust Sero 12 people on the team 2023 Founded in Amsterdam Our partners Featured in: ## 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. [Schedule your free demo](https://calendly.com/miguel-sero/sero-demo) [Work at Sero](https://sero.tech/en/careers)