FirmLens

About FirmLens

A Company of Three

We use the entire public web as a data source, and let Claude make sense of it.

How We Started

It started with a question: what if we used the entire public web as a data source, and let Claude make sense of it?

Not to build a search engine. Not to scrape and dump. But to actually understand what companies do — their products, certifications, markets, specialisms — and turn that raw chaos of websites into clean, structured, genuinely useful directories.

The more we pulled on that thread, the bigger it got. Web data is everywhere. Claude is extraordinarily good at reading it, reasoning about it, and distilling it into something a human can actually use. So why does every industry directory still look like someone exported a spreadsheet in 2011?

We started asking which markets actually need this. Renewable energy was obvious — fast-moving, fragmented, critically important, and chronically underserved by decent data infrastructure. But the same problem exists in dozens of sectors. Logistics. Cleantech. Industrial manufacturing. Professional services. Anywhere there are hundreds or thousands of companies doing similar-but-distinct things, and no reliable way to navigate them.

That's the bigger idea behind FirmLens: use web data and the power of Claude to build deep, structured, continuously updated directories — for any vertical where better information creates real value. Renewable energy is where we started. It won't be where we stop.

The Team

We're a company of three. Two humans and one very productive AI.

Marcel Ruettgers and Kay Nelson, the founders of FirmLens

Marcel (left) and Kay (right) building FirmLens in Amsterdam.

MR

Marcel Ruettgers

Strategy & Growth

20+ years of business experience. Former IKEA executive. Scaled Blaze.ai from 300 to 2,700 customers per month. Marcel is the one who looks at a messy market and sees the system underneath. Strategy, growth architecture, making sure we're building something people actually need. Based in Amsterdam, fueled by coffee and an unreasonable belief that better data can accelerate the energy transition.

KN

Kay Nelson

Engineering & Data

Self-taught full-stack developer who already built and sold one profitable company. The mind behind our dedicated crawler and the data pipeline that makes FirmLens possible. ElasticSearch clusters, web crawlers, backend infrastructure. If it processes data, Kay built it. Probably at 2am. Probably while listening to something none of us have heard of.

JC

Jean-Claude

AI Teammate · Claude Code by Anthropic

Our tireless third team member. Jean-Claude writes frontend code, catches bugs we'd miss, processes thousands of company profiles, and works through the night without ever asking for a raise. We're not going to pretend otherwise. This product would not exist without AI. Not in this timeline, not with this team size, not with this level of ambition. We named them Jean-Claude because if you're going to work with someone every day, they deserve a name.

How We Build

Our dedicated crawlers scan thousands of company websites across Europe. Jean-Claude processes that raw data into structured company profiles, extracting everything from product lines to certifications to sustainability commitments. Marcel makes sure the whole thing actually makes sense for the people using it.

The result: business directories that are actually current, actually comprehensive, and actually useful. We started with renewable energy because the sector is growing faster than anyone can keep track of. New companies every week. Mergers. Expansions into new markets. Most of this information lives in scattered PDFs, outdated LinkedIn pages, and the heads of people who've been in the industry for decades.

We think that's a problem worth solving. Not with another consultant report. Not with a manually curated list that's outdated by the time it ships. With real data infrastructure that updates continuously and serves anyone who needs it.

Small by Choice

We could raise money. We could hire a team of twelve and move into a WeWork. We could have a Head of Culture and a Chief Vibes Officer.

We chose not to. Three is enough when one of you never sleeps. We stay small so we can stay fast, stay honest, and build exactly what makes sense. No committees. No feature requests from investors. Just a clear mission and the tools to execute it.

We build locally. We deploy globally.

Built in Amsterdam. With love.
And a considerable amount of AI.