About us

De aanpak van &samhoud.
Ongewoon. Maar ook ongewoon effectief.

The unusual one.

About us

For over 32 years &samhoud combines in-depth knowledge of business and behaviour. This way we help our clients solving strategic challenges, while contributing to our higher goal: “Together we build a brighter future. We achieve breakthroughs by inspiring and connecting people”.

From our offices in The Netherlands (Utrecht) and Malaysia (Kuala Lumpur) 120 colleagues work for clients from all over the world from various sectors, such as:

AholdDelhaize, Axiata, Cognita, Ernst & Young, Friesland Campina, ING, Mercedes-Benz, Talanx, Albert Heijn, Amsterdam UMC, APG, DELA, ING, Ministerie van Infrastructuur en Waterstaat, Nederlandse Spoorwegen, Omring, Openbaar Ministerie, RTL Nederland, RIVM, VodafoneZiggo, Wageningen University & Research.


&samhoud business lines

In order to achieve the best results for our clients we regularly work together with our sister companies in Rotterdam and Amsterdam:
&ranj, specialised in serious games and gamification
&samhoud creative tech, for creative technological solutions

The synergy between consultancy, gamification and technology provides an unusual addition to our client approach and projects.


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Our story

Our story started when &samhoud’s founder, Salem Samhoud, was in Soweto – South Africa in 1989. It was during the troubled time of apartheid with many uprisings. In between the rioting groups, he came to an open space where there was a huge billboard with a photo of a group of people of different cultural origins and the text: Together we’ll build a brighter future.

It was a sign of hope and connection. It was then that he knew his higher goal must be: Together we build a brighter future.

Based on this vision &samhoud was founded 3 decades ago. We help organisations to achieve real breakthroughs: realizing business goals, developing vision and strategy, implementing change and changing behaviour. In doing so, we make use of our many years of experience and expertise in the field of organisational change.

We combine this with creativity and innovation. Together with our clients, we co-create the approach that suits their current and desired state. Our focus is consistently on the approach that is best to the strategic challenge that we are going to solve and implement together.



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“ There are two deeply rooted values from which I work: genuine love for people, and an enormous passion for my profession. ”

Salem Samhoud – founder

Recognition & awards

We are proud of what we’ve recently achieved:

  • MT 1000 # 1 strategic consultancy firm in the Netherlands (2019)
  • MT 1000 # 1 organisational consultancy firm in the Netherlands (2018)
  • our Net Promoter Score of clients = NPS 50


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Brighter future

Our higher goal is “Together we build a brighter future. We achieve breakthroughs by inspiring and connecting people ”. We live this in the way we work for and with our clients. We help clients to make an impact on societal themes that are aligned with their identity. We help clients with relevant social themes, such as promoting a healthy lifestyle in the Netherlands, helping to enhance the employability of the clients employees, and for our financial services clients, helping them with an approach to prevent money laundering by behavioural insights.

Next to this, with our Brighter Future Agenda we contribute to a Brighter Future for societies by giving people opportunities to develop their talents. In doing so, we make use of the power of connection. More specifically:

1. We support organisations and initiatives aimed at increasing opportunities for underprivileged youth. A recent example of this is our collaboration with the foundation Teach for Malaysia.

2. We create a connection between our colleagues and this group, for example by providing workshops, buddy projects or (free) coaching.