MIcompany today

MIcompany is an Artificial Intelligence (AI) company based in Tel Aviv and Amsterdam. From our offices, we drive AI transformations by building AI solutions and skills. Our team of more than 80 data scientists, AI engineers and software engineers serves industry-leading companies such as eBay, Booking.com, Heineken, KPN, LeasePlan, Aegon, and Shufersal, in more than 25 countries.

OUR MISSION: Helping people and organizations prosper through AI

Our mission is to bring out the best of AI. For our clients, our people, and society. Given the disruptive character of AI, there are many ways how AI could derail us and bring society to a place where we do not want to be. For example, AI can lead to breaches of ethical conduct, by institutionalizing biases that are not allowed, or not desired. At MIcompany we believe that through building AI in a conscious and responsible manner, we are helping people and their organizations to prosper.

In our pro-bono partnership with the University Medical Center Groningen (UMCG), we collaborate with advanced scientific research to improve society’s understanding of allergy development at children. In this research, we apply deep learning techniques on multi-omics data such as DNA, methylated DNA, and mRNA data to uncover patterns that were previously unknown, and contribute to an earlier diagnosis and better treatment options.

In both our work and partnership we strive to inspire every day. For example, we have established and now operate the ECG Analytics University across the globe. Together with eBay, we are building the AI skills for a large and diverse group of employees to apply the power of AI and data. At KPN, we have jointly built AI applications to optimize its network investments in DSL, fiber, and 5G. Together with LeasePlan, we have built a new AI platform and system that can value and price used cars more reliable than ever.

We are driven by our values

Icon – Drive Lasting Breakthroughs
Drive lasting

We have set the bar high for ourselves, and aim to apply AI to transform the way our clients operate in the market. For us, change is not a cool AI-project or algorithm, but rather, it is about driving breakthroughs in directions that will last for many decades and leverage the potential of AI. This ambition requires us to have a perspective and capabilities on many fronts. From shaping our clients data access, developing and maintaining AI algorithms and applications, as well as driving change in business processes and systems.

Icon – Grow Through -Learning and Doing
Grow through
learning and doing

Together with the growth in data sources, AI offers a range of new and high-tech applications to create value for companies, customers and society. We believe that to grasp the full potential of AI, a fundamental redesign of key processes is needed. This is a transformation that requires both a new way of working and new skill sets. We adopt a highly curious learning and highly practical doing mindset. Through our academy, we support our clients in building the skills required.

Israel is known today as the start-up nation with the highest density of startups in the world. Within that environment, the MIcompany’s Israel office has built an expertise in image recognition using Deep Learning algorithms. During the business course, you will get to experience how both of these elements culminates in a case centered around a major retailer - based in Tel Aviv.
Inspire the
future of ai

We understand that the application of AI can have a dark side and that we should be careful, responsible, and risk-averse in changes that might revoke that dark side. At the same time, we believe that there is an incredible potential for doing good with AI.
MIcompany aims to push the good from AI by inspiring our people and clients. AI can make our life easier, more meaningful and healthier. We inspire our people and companies to capture these opportunities by identifying and capturing new application areas for AI.


MIcompany consists of a team of more than 70 employees with offices in Tel Aviv and Amsterdam. Most of our employees (85%) have a background in Econometrics, Mathematics or Computer Science and belonged to the best of their study. The team is supported through strong ties with top academics from the universities of Tel Aviv (Artificial Intelligence), Rotterdam (Econometrics), Munster (Marketing) Amsterdam (UVA Science Faculty) and Groningen (DNA research).

Marnix Bügel PhD
Managing partner

Marnix is founding and Managing partner of MIcompany. Marnix has extensive experience in building AI capabilities for blue chip companies such as Ebay, Max, KPN and Dirk. He has a Masters in Computer Science and a PhD in Marketing (2010). He is initiator of the GAIn Academy, the AI Leadership Program for women and the advanced DNA research with UMCG.

CV Marnix Bügel

Martin Heijnsbroek
Managing partner

Martin is Managing Partner of MIcompany and feels passionate about building Data Analytics capabilities at his clients. He believes the challenge is “Bottling the magic of Data Analytics”, so companies build up a capability that can scale. Martin was awarded a MSC in Econometrics from Erasmus University Rotterdam and an MBA from INSEAD.

Wouter Huygen
Managing partner

Wouter is Managing Partner at MIcompany. From a young age, Wouter has been passionate about using technology for new innovate solutions. Rather than being a threat to the future of work, Wouter believes AI offers unique opportunities for symbiotic collaboration. He works with clients primarily in the Finance and Telecom space to develop AI solutions. Wouter has an Msc degree in System & Control Engineering and an MBA from INSEAD.

Folkert de Jong

Folkert is Junior Partner at MIcompany, he is responsible for MIcompany’s Data Discovery Programs and has a specialization in Customer Journey Analytics. His great talent is combining his analytical skills and business sense to translate insights from the customers view into actions with tangible impact. Together with his team he helped many major Dutch companies to transform into a (digital) data driven organization. Folkert has a Masters in Econometrics and Operations Research.

Arje Sanders
Managing director Israel Office

Arje leads MIcompany’s Israeli office, with the ambition to help senior management of Mediterranean corporates in solving key business challenges by using Data Analytics. He does this with his unique personality; he is a strong, direct, flexible and very well communicative strategist who will always work as hard as needed to get the best results. Arje has a Masters in Operations Research and Business Econometrics.

Helen Rijkes

Helen is Partner at MIcompany and leads the GAIn Academy. She has a focus on the development of company-wide educational programs to accelerate AI transformations. Helen has led big AI Transformation programs for clients as well as initiated (in-house) analytical academies on a global scale. She believes that “Creating value with algorithms will be a key discipline for the next generation of leaders”. Helen has a Masters in Econometrics.