About Boei
The company behind Boei
Boei is an AI customer conversation platform built and operated in Utrecht, the Netherlands, by Ruby Foundry B.V.
Boei began in 2020 as a widget that brought more than 50 contact options into one place. It has grown into an AI colleague for customer-facing work: it learns from business knowledge, answers across channels, takes action in connected systems and hands control to a person when needed.
- Founded
- 2020
- Businesses
- 17,000+
- Contact channels
- 50+
- Customer data
- EU hosted
Our vision
We want AI to connect every step of the customer relationship, from first question to after-sales support.
Boei brings conversations, CRM data and business knowledge together, so AI and people can answer, act and follow up with the full customer context.
Principles behind Boei
Useful action, not just answers
AI should finish practical work. Boei can qualify a lead, calculate a quote, book a meeting or update another system during the conversation.
Human control where it matters
Teams decide what the AI may do, can review sensitive actions and can take over with the full conversation context.
One context across channels
The same knowledge, customer history and rules follow a conversation across website chat, email, WhatsApp and the shared inbox.
Experience behind Boei
Ruben Buijs
Ruben is a serial entrepreneur and leads product direction and engineering for Boei. He started ProductLift in 2017 and Boei in 2020.
Before working on the products full time, he spent a decade in IT and management consulting at Accenture and Ernst & Young. His work included large digital programs for banks, insurers and other complex organizations.
The team behind Boei combines that direct product leadership with a flexible network of specialist contractors and established technology providers. The operating model keeps responsibility clear while adding expertise where the product needs it.
Built for the long term
Boei is privately owned and bootstrapped. That matters because customer needs, safe AI use and product quality can guide the roadmap without an outside funding timetable.
Ruby Foundry supports the product with long-term specialist contractors, established technology providers, automated tests, monitored infrastructure, separate backups and documented deployments.
Key facts
- Company name
- Boei
- Legal entity
- Ruby Foundry B.V.
- Type
- Privately held, bootstrapped SaaS company
- Founded
- 2020
- Founder
- Ruben Buijs
- Headquarters
- Utrecht, the Netherlands
- Website
- boei.help
- Core offering
- AI customer conversation platform with chatbot, live chat, shared inbox, CRM and 50+ contact channels
- Pricing
- Four plans from $19 per month when billed annually
- Contract terms
- Monthly or annual subscriptions, with a seven-day free trial and no credit card required
- Customer profile
- Small and mid-sized businesses, agencies, e-commerce and service teams
- Customers served
- More than 17,000 businesses
- Communication
- In-product help, website chat and [email protected]
- Security reviews
- ISO/IEC 27001:2022 self-assessment, supporting policies and security questionnaire support available on request
- Operations
- EU-hosted customer data, monitored infrastructure, automated testing and separate backups