SUE Amsterdam B.V.

Our Story SUE Amsterdam B.V. is Europe's leading Behavioural Design Academy, founded by Astrid Groenewegen and Tom de Bruyne. For over 15 years, the company has trained more than 10,000 professionals across 45+ countries and partnered with 200+ organisations worldwide. Their mission is to make behavioural science practical and accessible, enabling professionals to systematically analyse, predict, and influence behaviour through ethical design rather than persuasion or manipulation. The founders have authored three bestsellers including 'The Art of Designing Behaviour' and 'Gamechangers'. SUE operates from its own listed canal-side building in central Amsterdam and delivers programmes in both English and Dutch. Programs & Trainings Behavioural Design Fundamentals Course (Live), Flagship two-day intensive cohort programme in Amsterdam (multiple dates in 2026), capped at 16 participants, EQAC-accredited, priced at €1,490 excl. VAT. Behavioural Design Fundamentals (Online), Self-paced version with 33 lessons, lifetime access, AI Prompt Guides, support from the AI-powered SUE Guru, and an AI Inside certificate; priced at €1,190 excl. VAT. Behavioural Design Advanced Course, Four-month expert track comprising five training days plus coaching, delivered in Amsterdam and online; for Fundamentals alumni only, leading to certified expert status and EQAC accreditation; €3,990 excl. VAT. Behavioural Design Summer School, Two intensive summer days with founders Astrid and Tom in Amsterdam, offered in both English (20-21 August) and Dutch (6-7 August) editions in 2026; max 16 participants; €1,749 excl. VAT. Deep Dive Behavioural Interviewing, One-day deep dive in Amsterdam on the behavioural-science interviewing technique that surfaces unconscious drivers; multiple 2026 dates; max 16; €890 excl. VAT. Behavioural AI: Adding Human Intelligence to AI, Self-paced online specialisation teaching how to combine behavioural science frameworks with AI for sharper insights, personas and interventions; lifetime access; €690 excl. VAT. Designing the 9+ Customer Experience, Self-paced online deep dive focused on removing friction and turning satisfied customers into advocates; lifetime access; €690 excl. VAT. Leading Change and Transformation, Available as a one-day in-company specialist deep dive or as a self-paced online programme covering the methodology behind transformations that succeed through influence rather than pressure; online version €690 excl. VAT. Behavioural Design Masterclass (In-Company), One-day team entry programme for up to 16 participants, on-site or hybrid, using the team's own challenge as a live case; €7,990 excl. VAT. Behavioural Design Sprint (In-Company), The most popular team format: two intensive days for 5-24 participants on-site, covering the full SUE methodology applied to a real organisational challenge, producing a validated intervention; from €11,900 excl. VAT. Behavioural Design Accelerator, Three-month team accelerator with six half-day workshops (4 hours each) for up to 16 participants, building structural expertise while cracking a concrete business case; EQAC certificate; starts September 2026; €29,900 excl. VAT. Influential Leadership Programme, Five-month in-company leadership journey for senior leaders who want to move people through influence rather than authority; facilitated by senior trainers; max 16; €39,900 excl. VAT. Multi-Year Learning Journeys, Fully tailored, end-to-end programmes designed for larger organisations, aligned to strategic objectives. Specialties Behavioural Design and applied behavioural science AI-powered behavioural analysis and intervention design Customer experience and choice architecture Organisational change and transformation Leadership development through influence Culture design and employee engagement Stakeholder and citizen behaviour change Voting, donor, and talent recruitment strategy Professional adoption and workflow intervention design Methods & Approach SUE teaches a systematic four-step method, the SUE Behavioural Design Method™, built around the SUE Influence Framework™ (Pains, Gains, Comforts, Anxieties, and Jobs-to-be-Done). The pedagogy is case-based and hands-on, moving from audience diagnosis to designing the choice context rather than the message. All programmes are now AI-enhanced through the SUE Guru and AI Prompt Guides, allowing participants to generate sharper behavioural insights and synthetic testing scenarios. The academy distinguishes influence from manipulation as a non-negotiable ethical principle and emphasises measurable impact over theoretical knowledge. Who It's For The Academy serves marketers, HR professionals, communication experts, product managers, UX designers, sales professionals, managers, change leaders, learning & development specialists, and policymakers. Programmes cater to individual professionals seeking job-ready skills, alumni deepening into expert tracks, and teams or entire organisations tackling specific behavioural challenges. Both beginner-level fundamentals and advanced executive tracks are available. Facilities & Practical Info Trainings take place in SUE's own historic listed building on the Amsterdam canals ('s-Gravenhekje 1A), offering an inspiring in-person environment with full catering. Formats include live open cohorts in Amsterdam, online self-paced study available 24/7, and fully customised in-company sessions on client premises or hybrid. Live open programmes run quarterly with multiple cohorts; exact dates are published on the website. All programmes are delivered in English and/or Dutch. Location Address: 's-Gravenhekje 1A, 1011 TG Amsterdam, Netherlands Hours: See website for upcoming cohort dates and availability The "+" EQAC-accredited certificates recognised internationally Small cohort caps (max 16) ensuring deep interaction and personalised feedback AI-integrated curriculum with lifetime access to content and the SUE Guru for online alumni Founded by published thought leaders with 15+ years of real-world organisational practice Lifelong alumni access to the SUE Behavioural Design Club community