We make customer experience measurable
So you stop guessing and start improving
18
years experience
25
countries
750K+
journey reviews
300+
brands helped
Why WUA exists
In 2008, I saw the same thing everywhere: companies invested millions in their website, but had no idea how customers experienced it. Decisions were made on gut feeling instead of data. That had to change.
Today we benchmark customer journeys in 25 countries. Not with thick reports that end up in a drawer, but with insights you can apply immediately. And since 2026, we go a step further: we build the improvements ourselves and prove they work.
“Every company thinks they know their customer. We show what customers actually experience.”
Henk Kroezen, CEO & founder
The WUA Way
From insight to working prototype in days, not months. We don't just deliver reports, we deliver results.
Research
Benchmark your customer journey against competitors
Best Practices
Identify what works best in your market
Prototype
Build a working prototype with AI
Benchmark
Test and validate the improvement
Iterate
Optimize based on real data
We don't hope someone does something with our insights. We apply them directly and prove they work.
Our Journey
Key moments that shaped WUA
WUA is founded
Henk Kroezen starts WUA with one mission: make customer experience measurable.
First international studies
Research in Germany, Belgium, the United Kingdom and the United States. 10,000 websites benchmarked.
FD Gazelle and Most Vital Company
Recognized as one of the fastest-growing companies by Het Financieele Dagblad. Plus the title Most Vital Company of Amsterdam.
20,000 websites benchmarked
Ten years, 20,000 websites evaluated. A milestone that shows how deep our benchmark database reaches.
Digital Experience Dashboard
Clients get real-time access to their benchmark data. 27,000 websites and apps in the database.
Emerce100 #1 Optimization Agency
1,493 decision-makers in the Dutch online industry rate us number 1 in Analytics & Optimization.
Hybrid work model
The team embraces hybrid working. Flexibility without compromising on collaboration and culture.
AI in research
First integration of AI into our research methodology. Faster analyses, sharper insights.
Digital Market Tracker
1,600 customer journeys per market, tracked continuously year-round. Always up-to-date market data.
Expansion to Sweden
Entering the Swedish market with market trackers for car insurance and mortgage journeys.
The WUA Way
A new chapter. We build working prototypes with AI and prove they convert better.
Proven Impact
Concrete results for leading brands
“WUA has provided us with a frame of reference. We now work entirely based on data. There's no more discussion based on gut feeling, we stay focused on substance.”
Mark Analbers — Product Owner at Pure Energie
Trusted by
Meet Our Team
A close-knit team of 10 CX specialists. These are your first points of contact:
Henk Kroezen
CEO & founder
“Data shows what customers want. With AI, we apply it faster than ever.”
Schedule a call
Menno Hoek
Commercial director
“Tell me your challenge and I'll show you which research delivers the fastest results.”
Schedule a call
Merel Schouten
Research consultant
“I help you choose the right plan that fits your ambition and budget.”
Schedule a callNews & Updates
The latest from WUA
Discover in 30 minutes where your customer journey can improve most
No strings attached. No sales pitch. You'll walk away with actionable insights.
Schedule a call