On a lively Rotterdam evening, we hosted the 12th edition of Builders Investor House inside Leadinfo’s HQ, a space where the company’s growth story is quite literally printed on the walls. Before the event even began, guests were pointing at the timeline of trade-show booths: from the tiny first stand at Webwinkel Vakdagen to the sprawling setup that came years later. Upstairs, a bright number above a TV sparked a debate about whether it was Instagram followers. It wasn’t. It was monthly recurring revenue, and it said more about Leadinfo than any intro slide could.

Investor House has always been an experiment in creating honest collisions between builders and backers. No panels, no formalities; just operators talking like operators. This edition made that DNA obvious from the moment people walked in. Founders drifted into small circles, investors swapped stories, and someone joked that “only one person here still actually needs money.”

Setting the scene

Leadinfo’s HQ set the tone long before the first word on stage. The rooms hum with the kind of momentum that doesn’t come from hype, but from compounding execution. With 20,000 websites running their product and roughly €20M ARR, Leadinfo represents the type of B2B SaaS story that doesn’t make noise, it simply scales.

The crowd reflected that same energy: repeat founders, fresh exits, and people who’ve seen enough cycles to know what matters. The atmosphere was casual, but the conversations weren’t. Every cluster of people had its own version of: “Here’s what we learned the hard way.”

Ventures on stage

Before the fireside started, four Builders ventures shared where they’re heading, each tackling a different piece of organisational intelligence.Everday opened with the widening skills gap companies face. Job architectures and HR systems can’t keep up with the speed at which work evolves. Everday’s pitch -a living, AI-driven skills map - resonated because everyone in the room knew how often “who can actually do this?” goes unanswered.Avery followed with a story every hiring manager recognised. AJ spoke from 15 years of experience: 400 hires, countless mishires, and millions lost along the way. Avery isn’t trying to replace ATS systems; it’s building the intelligence layer above them, the memory companies desperately need but don’t have.Cortena addressed the universal truth that FP&A in recurring-revenue businesses is still painfully Excel-driven. Despite the abundance of data, forward visibility is poor. Cortena’s model-driven, real-time insights landed with founders who have lived the monthly financial ritual one spreadsheet at a time.Federico’s social product - Trigger added a more human touch, a structured way to keep track of the relationships and commitments that usually live inside people’s heads until they’re forgotten.

Different categories, same underlying theme: systems that think alongside the people who run them.

Fireside with Q: A post-exit story still accelerating

When Q from Leadinfo joined the fireside, the room expected a classic “after the exit” reflection. What came instead was a reminder that not every exit is an ending.

“When we sold, we were at €5M ARR,” he said. “We’re now at €20M.”

The honest, involuntary “Jesus Christ” that came out of your mouth set the tone for everything that followed. This wasn’t a nostalgia talk, it was a masterclass in compounding focus.

Co-CEOs and complementary strengths

Q spoke about building the company with his brother, two co-CEOs, nine years apart, and entirely different in temperament. One deeply sales-driven; the other obsessed with performance and numbers. What made it work wasn’t symmetry, but trust. “Two for the price of one,” he joked, but the sentiment was real: complementary founders can scale through friction instead of drowning in it.

A tiny pixel with outsized leverage

Leadinfo’s power has always come from its simplicity. A small pixel on a company’s website that transforms anonymous traffic into actionable sales intelligence. Q shared the Feyenoord example: visit the business-seats page today, and you might get a call from an account manager tomorrow. It’s the kind of obvious-in-retrospect insight that turns a niche product into €20M+ ARR.

When GPT does the browsing

A highlight of the fireside came when you mentioned the growing feeling that AI tools now browse more websites than humans. Q confirmed the trend:

• Website traffic is down around 10%
• But intent is higher than before
• AI-referred traffic converts at ~10x the normal rate
• And a new discipline is emerging: generative engine optimization (GEO)

SEO for the last decade, GEO for the next one.

Bots, crawlers and the analytics illusion

Q then dove into a topic every founder in the room had complained about at some point: analytics that can’t be trusted. Leadinfo estimates 20–30% of traffic for many customers is bots, not humans. They recently filtered out roughly 30,000 AI crawlers on their network.

Your joke, that GPT is probably clicking on ads companies pay for, got a laugh, but it made the point clearly: traffic quality is now a first-party problem.

What’s next for Leadinfo

Q shared a glimpse of their next phase: an open platform allowing companies to search for look-alike prospects, automatically nurture them across email and LinkedIn, and dynamically personalise the website experience.
When asked why they don’t simply evolve into a CRM, he didn’t hesitate. “If we did that, I’d rather start from scratch.” It was the kind of grounded honesty only operators appreciate.

Collisions after the stage

As with every Investor House, the event didn’t end when the fireside did. The most valuable moments happened in the corners of the Leadinfo office, founders comparing scars, investors swapping instincts, someone describing the evening as “old-people Tinder” for matching the right people at the right time. It was accurate, and funny, and very on-brand for the night.

The ride home included the usual debrief: tighten pitch jargon (“FPN” didn’t stand a chance), sharpen the asks, and keep the format as candid as it’s always been. These conversations are only valuable because nothing is sugar-coated.

Closing

The 12th edition of Builders Investor House reminded us why this gathering keeps growing: founders talking honestly to founders, investors offering perspective without pretense, and everyone showing up willing to share what actually works.

‍A huge thank you to Q and the Leadinfo team for opening their doors, and to the Builders community for continuing to shape this ecosystem one collision at a time.

Here’s to what we build next.