We Love AI

We are Kabbex, a vibrant tech startup based in the Netherlands. Deep learning and AI, are the heart of everything we do. It drives the discoveries we make and the technology we create. 

We as a team of data enthusiasts, launched Kabbex in 2019 with the aim to build a solution to visually interpret human behavior in the physical world. It resulted to an innovative solution, enabling retail sector to smart spaces of the future that interact with people in seamless and meaningful ways.

In short, machine learning is our heart, personalisation is our brain and emotional translation is our blood.

AI is our DNA, we love AI

Our Qualifications

Perdect Match

We are a team of machine learning engineers, psychologists and marketers. A perfect combination to build a meaningful, insightful and resultful solution to answer your business needs.

Proven Solution

We just don’t identify the problems. We provide sustainable dedicated solutions that can be applied to solve your marketing concerns and needs.


We are just a small startup team. Here for us agile literally stands for agile, nimble and flexible. It’s a way of our thinking, and working to respond quickly and effectively.


Every cent counts here to make sure you get the most out of it. We provide a valuable solution with different plans for various businesses and stages.

Our Story

The time I was a marketing manager, when I was diagnosed disappointedly; how I had to spend huge time and budget to test different marketing and personalisation systems, when I was trying to reach my marketing objectives, I had to spend my budget to find a system really works; how my boss was not patient with the delayed objectives; and I was under a huge pressure and stress.

At the time I was trying to reach my sales goals easier to make a big money out of my job, to have free time to build my own business while still working for a boss I couldn’t stand (and who apparently didn’t like me either).

My core problem that I was struggling with, was finding the best technic to personalise the offers in a way that users surely want to buy. Instead of offering thousands of products, only ten items they 100% want.

And I was getting more and more frustrated and anxious, under a huge pressure.


Then something really bad happened; I was told I had to reach the sales objectives within 90 days with half of the budget, or they had to give my position to someone else; I collapsed one morning from a panic attack; a co-worker took something I said out of context and got my boss so mad that he fired me over the phone while I was stuck in rush hour traffic trying to get home.

Which meant I couldn’t give my new family the life I promised them. I wanted to make more money and have more free time to build my own business, but keep beating the streets for a new job. I was jobless, with a new born son and too many bills to pay and a very disgusting feeling of disappointing my wife.

As you can imagine, I was in bad shape and desperate, I wasn’t ready to give up on my dream of financial freedom and providing a wonderful lifestyle for my family having more time to spend with them.

Then eventually, after having sessions with my psychotherapist (actually I had to control my anger and stress) I discovered emotional engineering; it opened a secret door to a new era.

At that point, everything changed!

I finally figured out:

  • Every action of us, being powered and fueled by our emotions. We live with our emotions!
  • How to measure this powerful normally uncontrollable and unmeasurable part of our brain.
  • How to to hire this power through an engineering approach, and turn it to work for me, not only for love, tears, and laughter.

Because I discovered the secret method of emotional analysis in the commercial domain and provide this to a hungry market. This meant:

  • I could now become a hero at my job and get all objectives done, even earlier.
  • I was able finally to have more free time to spend with my family.
  • And finally, I was able to start my business with my dream idea!

Now I’m living my dream of providing a wonderful lifestyle for my family; using the emotional analysis to make a fortune; and I never have to worry about losing my job, dying of KPIs’ pressure, struggling with my financials, ever again.

And that’s why I’m so passionate sharing with you about “Emotional Analysis and Personalisation” so you can experience getting your business and personal goals done to make a fortune; too!

Meet Our Team

Derren de Jong, Adviser of Kabbex

Derren de Jong


I am a startup enthusiast and the Founder of zero-to-one (Intl. Accelerator) , Growing Workplace, and Blockchain lab Drenthe

Hans Smeets, Co-founder & CTO of Kabbex

Hans Smeets


I have 30+ years of experience as CTO and COO in various telcos and worked as senior technical positions at Lebara, 6G Mobile, Nokia, Grid Telecom, and Teleena

Jafar Lotfi, Founder & CEO of Kabbex

Jafar Lotfi


I’ve completed my MBA from the university of Manchester. I have 16+ years of experience in marketing & sales at iflix, Virgin Mobile, Gazprom and Huawei.