A revolution is taking place in digital marketing. As third-party cookies crumble and privacy regulations tighten, marketers struggle to understand customer journeys. Against this backdrop of uncertainty, three Belgian entrepreneurs have engineered a solution that's rapidly gaining traction among e-commerce companies worldwide.
The Attribution Crisis
The marketing technology landscape of 2025 bears little resemblance to that of just five years ago. Privacy regulations have fundamentally altered how companies track and measure marketing performance, creating what industry insiders now call "the attribution crisis." Traditional client-side tracking methods have become increasingly unreliable, leaving marketers with fragmented data and incomplete customer journey insights.
This fragmentation has real consequences. According to recent industry data, companies using outdated attribution methods misallocate up to 40% of their marketing budgets, directing resources toward channels that appear effective but don't actually drive conversions. For mid-market and enterprise e-commerce companies, this represents millions in wasted spend annually.
Engineering a Solution
When Jan-Henrik Lambrechts, Jerome Billiet, and Thomas Holvoet founded Converge, they approached the attribution problem from a different angle than their competitors. Rather than building another point solution for a specific marketing challenge, they recognized that the core issue was data consistency across the marketing stack.
What makes Converge remarkable isn't just its technology but how it was built. Holvoet single-handedly engineered a sophisticated Customer Data Platform (CDP) that processes billions of customer data points monthly—a feat that typically requires engineering teams of 5–15 people. His infrastructure delivers real-time and multi-touch marketing attribution, giving marketers unprecedented visibility into their performance.
Academic Rigor Meets Business Acumen
Converge's founding team blends deep technical expertise with operational discipline. Jan-Henrik Lambrechts, CEO and co-founder of Converge, brings a unique blend of academic prowess and entrepreneurial vision to the company. With a Master of Science degree in Computer Science & Technology from Tsinghua University, Lambrechts contributes deep technical expertise that has been crucial in Converge's product development and direction.
Lambrechts' background includes experience as a visiting scientist and intern in various organizations–experiences that shaped his hands-on approach to technical leadership.
His ability to convert academic expertise into real-world solutions has been instrumental in the company's growth trajectory, attracting significant investor backing from Y Combinator and Uncorrelated Ventures.
Jerome Billiet, Converge's Chief Operating Officer, brings a unique blend of financial acumen and strategic vision to the company. With a background from the London Business School, Billiet's expertise in finance has been instrumental in shaping Converge's operational approach and growth strategy.
His approach to growth has defied conventional startup playbooks: Converge reached $1 million in annual recurring revenue with a team of only four employees, an uncommon feat in the SaaS world.
"Staying lean helps us move faster and stay nimble," says Billiet. "Through modern tools and AI, we're able to do much more than before with a small team," he adds.
Following Converge's participation in the Y Combinator programme, Billiet oversaw an aggressive but disciplined growth strategy without overextending the company's cost structure. His ability to combine financial rigor with strategic foresight has been central to Converge's emergence as a challenger in the enterprise SaaS market.
Thomas Holvoet, Converge's Chief Technology Officer, is the technical force behind the company's real-time attribution platform. A summa cum laude graduate of Ghent University with a degree in Computer Science Engineering, Holvoet brings deep expertise in data infrastructure and software engineering.
Holvoet's early research focused on advanced deep learning techniques, culminating in a Master's thesis on automated detection of coronary stenosis using cardiac CT angiography, a project he completed during his time at Robovision. Holvoet also gained practical experience in data science and software engineering through internships at organizations such as the Swiss Data Science Center and Western Digital, where he worked on complex data processing systems at scale.
Under Holvoet's technical leadership, Converge has built robust, high-performance data pipelines capable of processing tens of millions of customer interactions in real time, a technological advantage central to the company's rapid adoption.
The Future of Marketing Measurement
As we move through 2025, the need for accurate and in-depth marketing analytics continues to grow. Tools are becoming more sophisticated in attributing revenue across marketing efforts. Converge is at the forefront of this trend, using advanced technologies to provide marketers with actionable insights.
Traditional tracking tools often leave critical gaps in the customer journey, costing online retailers revenue without them even knowing it. Converge's server-side infrastructure closes those gaps, giving brands access to data they couldn't capture before.
A European Approach to Building Global Software
Holvoet, Lambrechts, and Billiet represent a new generation of European tech founders building globally competitive companies. Their approach combines the capital efficiency that European startups have historically defined with technical innovation that rivals Silicon Valley's best.
With $5.6 million in funding from leading investors such as Uncorrelated Ventures and Y Combinator, the company has gained strong validation for its vision and strategy. Its platform now supports a wide spectrum of global clients of all sizes, from SMEs to enterprises. This marks a significant step forward in the company's growth and industry presence.
Amid ongoing privacy changes and a rapidly evolving digital environment, Converge is emerging as a key player in a broader industry transformation. By offering a comprehensive way for businesses to track and improve the impact of their marketing efforts, they're helping redefine how success is measured in this new era.
