Dutch financial services provider Achmea has entered into a new collaboration with The Micro Habit Company, an Amsterdam-based startup specializing in behavioral change. The partnership is part of Achmea’s acceleration program, which seeks to foster innovative approaches to workplace well-being and employee development. By integrating digital tools and scientific insights, both companies aim to enhance resilience and performance in organizations. Achmea has previously engaged in initiatives focused on sustainable behavioral change, and this latest effort signals a continued emphasis on supporting professionals in improving their daily habits.
Achmea has been involved in initiatives related to workplace well-being for some time, particularly through its subsidiary Zilveren Kruis. Various programs have been implemented to support psychological safety and sustainable behavioral change in corporate environments. The Micro Habit Company has also established itself in this field with science-based digital interventions, helping professionals adopt healthier lifestyle choices and workplace habits. This new collaboration builds on these foundations while expanding opportunities for digital engagement and structured habit-building strategies.
What does this partnership aim to achieve?
Achmea’s decision to support The Micro Habit Company is both a financial and strategic move aimed at improving work and health practices within organizations. As part of its broader vision of sustainable living, Achmea seeks to facilitate behavior change through accessible and scalable digital solutions. The innovation hub within Achmea provides the startup with access to a network of private and public sector experts, helping to accelerate its impact.
Head of Innovation at Achmea, Erik Petersen, emphasized the value of this collaboration, stating,
“The Micro Habit Company has built an effective and scalable digital model. Our hub provides access to an extensive network of expertise and both private and public contacts. With this, we give us the ideal basis for TMHC to start scaling up.”
How does The Micro Habit Company support behavior change?
The Micro Habit Company has developed a structured approach to behavior change, leveraging gamification and digital tools to engage professionals. Its programs focus on enhancing workplace habits, from cybersecurity awareness to healthy lifestyle choices. By providing a measurable and science-backed framework, the company enables organizations to work systematically on employee well-being and performance.
Co-founder of The Micro Habit Company, Rob van Drunen, highlighted the startup’s mission, stating,
“Our micro-habits make behavior change accessible and measurable, allowing organisations to work more purposefully on the well-being, performance, and resilience of their employees and teams.”
With the increasing focus on workplace well-being, many companies are turning to digital platforms to implement structured behavioral interventions. While traditional corporate training programs have often struggled with long-term engagement, micro-habit strategies provide a more sustainable approach. The partnership between Achmea and The Micro Habit Company aligns with a broader industry trend of using behavioral science and technology to support employee development.
Achmea’s involvement in workplace well-being initiatives reflects a strategic focus on integrating digital solutions into corporate settings. By supporting a startup that specializes in measurable habit-building techniques, Achmea is positioning itself within the evolving landscape of employee development. As companies look for ways to improve engagement and resilience, structured and scalable habit formation methods are gaining traction. This collaboration highlights the growing importance of digital tools in addressing workplace challenges and employee performance.
