ABOUT NIA
Not another tool. A mirror.
NIA exists because we believe growth starts with honest observation.
What NIA is
A quiet companion that makes patterns visible.
A mirror, not a mirror with commentary.
Data that tells stories, not dashboards that distract.
What NIA is not
Not a therapy app.
Not HR surveillance.
Not a productivity tracker.
How NIA thinks
Observe without judging.
Reflect without advising.
The user decides. Always.
The team
Sander Nieuwenhuizen
Product, Business, Tech & Design
Co-founder of Tikkie (10M+ users, ABN AMRO). Built products used by millions daily. Started NIA from the conviction that the best tools don’t advise — they mirror.
Kevin Cruiming
Product, Business & Training
Trained 8,000+ professionals over 10 years as coach and trainer. Saw a prototype of NIA and knew: this is what’s missing between the sessions. Brings the perspective of a professional who knows what works in practice.