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We started Northwind because we kept losing customers we could have saved

Sixty-two people across seven countries, building the tool the three of us needed and could not buy.

Our story

A $400,000 lesson

In late 2020, an account worth four hundred thousand dollars a year told us they were not renewing. It was not a surprise to the data. Their admin had not logged in for six weeks, their support tickets had turned sour, and their seat count had quietly halved.

All of that was visible — in three separate tools, on three separate dashboards, none of which anyone opened on a Tuesday morning when there were meetings to attend. The information existed. Nobody was told.

We left three months later and started Northwind on the premise that the hard part is not analysis, it is delivery. The number on a dashboard changes nothing. A message that arrives in front of the right person, with the reason attached and the next step drafted, changes everything.

Five years on, the premise has held up. The product has grown a lot; the belief underneath it has not moved.

2021

Founded in Amsterdam

62

People across 7 countries

1,400+

Companies running on Northwind

$18M

Series A, led by Kestrel Ventures

How we work

Four things we actually do, not four words on a wall

Every one of these has cost us something at least once. That is roughly how we know they are real.

Say the useful thing

Vague status updates protect the person giving them and nobody else. We write plainly about what is broken, what slipped, and what we got wrong — internally, and in the postmortems we publish to customers.

Build the boring parts properly

Audit logs, error messages, rate-limit headers, migration guides. Nobody buys software because of them and everybody suffers when they are missing. We treat them as features with owners and deadlines.

Customers are colleagues

Every engineer does a support rotation. Every quarter, the whole company watches three recorded onboarding sessions in full, including the awkward parts. It is the cheapest research we do.

Earn the trust before you need it

We publish our sub-processors, notify changes 30 days ahead, and put security controls on every paid plan. Selling governance as an upsell to the people who need it most has always struck us as backwards.

Milestones

Five years, briefly

2021

Three people and a spreadsheet

Elin, Jonas and Ama leave a Series C company after watching a $400k account churn that three separate dashboards had flagged, none of which anyone read. The first prototype is a cron job posting to Slack.

2022

First hundred customers

Northwind launches publicly in March. The signal library grows from 4 to 22 entries, almost all of them suggested by customers who wanted something we had not thought of.

2023

Warehouse-native

After the tenth customer asks us to read from Snowflake rather than be instrumented, we rebuild ingestion around the warehouse. It becomes the reason most teams choose us.

2024

SOC 2 and Europe

We complete SOC 2 Type II, open the Frankfurt region, and hire our first two people outside the Netherlands. The team reaches 30.

2025

Series A

$18M led by Kestrel Ventures, with participation from every angel who backed the seed. We commit publicly to keeping security controls on all paid plans.

2026

Continuous evaluation

Signals v3 ships streaming evaluation to every workspace. 1,400 companies now run their renewal and expansion motions on Northwind.

Team

The people behind it

A sample of the leadership team. The other fifty-four are on the careers page, which is a better read than this one.

Elin Vasquez

Co-founder & CEO

Previously led customer success at two B2B platforms. Still takes support rotations.

Jonas Feld

Co-founder & CTO

Built streaming infrastructure at a payments company. Wrote the first evaluation engine on a train.

Ama Boateng

Co-founder & CPO

Spent six years in RevOps before deciding to build the tool she kept failing to buy.

Mira Kaufmann

VP Engineering

Runs the platform team. Champion of the boring-parts-properly value, and its main enforcer.

Tomas Ruiz

Head of Design

Responsible for the fact that the product has fewer screens than it did two years ago.

Sana Lindqvist

Head of Security

Led our SOC 2 programme. Answers your security questionnaire personally.

Divya Patel

Head of Data

Owns the scoring models and the argument about what ‘active’ means.

Niall O'Brien

Head of Customer Success

Onboarded the first 200 customers by hand. Knows what breaks and when.

What working with us is like

“I have never had a vendor tell me, unprompted, that the feature I asked for was a bad idea and here is what we think you actually need. They were right. That conversation is why we renewed for three years.”
Hannah Whitlock
COO, Merrow Health
Careers

Open roles

We hire slowly and pay at the top of the band for the location. Every role is open to remote candidates within three hours of Central European Time unless it says otherwise.

Senior Backend Engineer Engineering · Amsterdam or remote (CET ±3) Product Designer Design · Amsterdam Solutions Engineer Customer · London or remote (UK) Data Engineer Data · Amsterdam or remote (CET ±3) Technical Writer Product · Remote (CET ±3)

The companies we get to work with

HarbourlineCadenceVantiveMerrowNorthgateLumenly

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