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ABOUT BUDDY

Everyone
deserves
a Buddy.

We are the coaching initiative of business psychologists. Our mission is simple: make good, evidence-based coaching accessible to every employee — so people stay healthy and happy at work, and organizations grow stronger.
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OUR STORY

From business psychology
to a coach for everyone

Buddy didn’t start as a startup idea — it grew out of decades of practice. This is how we got here.
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THE ROOTS
Born inside Akerendam
Buddy is an initiative of Akerendam, a Dutch business-psychology firm. Through years of work in organizational psychology we learned how people, teams and organizations really work.
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THE TURNING POINT
Pressure kept rising
Modern working life became a pressure cooker. Nearly one in five employees reported burnout complaints. Coaching couldn’t stay a privilege for the few.
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TODAY
A Buddy for every employee
So we built Buddy: a network of certified coaches and psychologists, easy to reach for every employee. Coaching becomes a normal part of working life.
OUR MISSION

Every person deserves someone to help
them deal with pressure better.

Modern life is full of challenges, at work and at home. By coaching on work-life balance, career development and personal effectiveness, we help organizations make better use of talent, increase happiness at work and strengthen bonding.
Our solutions

One promise,
three entry points.

Start with one line and build out. Or take all three at once. You never pay
for what you don’t use.
Line 01

Buddy for
Employees

An external coaching channel for all employees of an organisation or department. For any question – small, large, or still unclear.
Speed coaching – first 30-minute session, anonymous
Short track – 3 sessions around one theme
Follow-up track – 6-8 sessions of personal development
Referral – to specialised care where needed
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Line 02

Buddy for
Leaders

Leadership coaching for managers, team leads and management team members. Not vague, genuinely developmental. Not for directors or executives – for those we partner with Akerendam.
1-on-1 leadership track – 6-10 individual sessions
Workshops for leaders – in-house, focused on concrete
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Line 03

Buddy for
Organisations

Insight into what’s happening beneath the surface. Anonymised, based on what we see in tracks.
Biannual trend report – patterns across all tracks
Strategic sparring – quarterly conversation with HR
Culture interventions – targeted interventions for teams and culture
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Which line fits your situation? We’ll advise you in a 30-minute conversation.
Get tailored advice
For employees – when to call in a Buddy

Three reasons to
begin.

Coaching isn’t about what’s wrong. It’s about what could be better, and
what’s getting in the way.

Stress & tension

Managing workload, plus ACT – learning to deal with negative events or thoughts
without buckling under them.
Reason 01

Growth & career

Meaning – knowing what fits you. Or rediscovering flow in the role you already have.
Reason 02

Leadership

Developing as a leader, leading your team, handling the complexity of managing people.
Reason 03
“
Good coaching is more than preventing
dropout — it is the key to happiness at work,
personal growth and a stronger organization.
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A woman with a fringe in a light blue shirt sitting by a window
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Discover what Buddy can mean for your organisation.
Schedule a free consultation.