Why we build products.

Because most industries automated everything except the part that was drowning people: the reading, the reconciling, the re-typing. Decision Agency is an AI product studio. We built ClaimVision for US property insurers and Showroom IQ for fashion wholesale, and we build products like them for other businesses, on a conviction that sounds soft and is actually an operating principle: AI won't make us less human. Used well, it can make us the most human we've ever been.

A stack of paper documents beside a pane of frosted glass; on the far side, the light comes through as a few clean lines.

The thesis, spelled out.

Every business has a version of the same problem. A claim is a stack of documents to the carrier and the week the tree came through the kitchen to the policyholder. A wholesale season is a set of exports to the back office and a buyer's whole year to the stores they supply. The person in the middle carries both.

For decades, the economics forced that person to spend most of their hours on the documents and whatever was left on the people. Ask anyone in that seat what they'd do with a free hour, and the answer is never "reconcile the export again." The reading was the job because nothing else could do it.

Now something else can. Not decide. Read: all of it, carefully, holding the numbers steady, showing its reasoning, and handing the judgement back to a person with everything in front of them. Every hour that moves off the reading moves onto the conversation, the explanation, the decision.

That's why our products show their work instead of acting as oracles, why every answer carries its source, and why the audit trail matters. The reading goes to the machine. The judgement stays with your people.

How we work.

AI first, platform second.

We start from what AI can now do and build the product around it, rather than bolting a copilot onto the old process. That's why our products arrive as a layer on the systems a business already runs, instead of a migration project.

Proof before promises.

We publish what we have measured and nothing else. For ClaimVision, that is a full day's reconciliation work on a real large-loss claim, done exactly, in under a minute. When more numbers exist, they will be here.

Built with the people who do the work.

ClaimVision was shaped by claims professionals working real files. Showroom IQ was shaped inside a commercial team's actual season. Every product starts in the workflow, not in our roadmap.

Showroom IQ is our own invention, created during an engagement with a renowned B2B fashion business. It is built and ready for beta, and it connects to JOOR API data.

A thin layer of glowing glass, traced with a fine network of light, resting just above a solid slab of stone.

Where we are

A young studio, and that's the advantage.

Decision Agency was founded in 2025, and we've come to see being new as a feature, not a disclaimer. We carry no legacy platform to protect, no release train that runs twice a year, and no committee between a team's Friday feedback and next week's build.

We work in the open: what we've proven, what we're still measuring and what we won't claim yet are all on this site, in plain language. If you'd rather shape a product than buy one off the shelf, we'd like to talk. Start a conversation →

Tom Welgemoed, founder of Decision Agency. — Tom Welgemoed · Founder, Decision Agency

Who builds Decision Agency.

Tom Welgemoed spent thirteen years at Accenture. In 2019 he went out on his own, building data systems, and in 2021 he founded Decision Crew, an AI consultancy. Across that work the same thing kept showing up: whole industries where skilled people spend their week reading documents and reconciling exports. In 2025 he founded Decision Agency to build products for that work. ClaimVision came first.

Our sister company, Decision Crew, is an AI consultancy. Same founder, separate firms.

A small, senior team based in the Netherlands.

Company

Decision Agency OÜ. Founded 2025. Founder and board member: Tom Welgemoed. Registered company details are on the Legal page.

Fair questions

What is Decision Agency?

Decision Agency is an AI product studio. It built ClaimVision, AI claims intelligence for US property insurers, and Showroom IQ, season intelligence for fashion wholesale that is ready for beta, and it builds AI products like them for other businesses.

Who is behind Decision Agency?

Decision Agency was founded in 2025 by Tom Welgemoed. Our sister company, Decision Crew, is an AI consultancy. Same founder, separate firms.

All questions and answers →