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Scalable behavioral approaches to improve global health and financial well-being 



Growing Initiatives is dedicated to increase the uptake of initiatives in Health, Well-being, Financial Inclusion and Economic Prosperity - both globally and in the Netherlands -, using the latest insights from Behavioral Science and Social Norms Research.

Behavioral Design 


I help you understand how people think and behave and (re)design the interactions with your users to get to uptake and habit formation.

Social norms programming

Social norms are behavioral rules: what is accepted, what is appropriate. I design interventions and programs to help shift social norms.


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Annegien Langedijk-Wilms spent more than a decade working in Behavioral Design, Go-to-Market Strategy and Execution to design and scale initiatives in finance, tech and health.

"Most of the assignments I work on require behavior change of people. Therefore, my approach to maximizing initiatives is founded in Behavioral Science. I believe in the power of experimentation to truly understand what works. And I support tech innovations to reach scale, making it to the last-mile globally." 

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"I have worked with Annegien on several time-sensitive, large-scale projects requiring coordination on multiple continents that required extremely fast turn-arounds. She is organized, creative, and knowledgeable — scientifically minded and highly disciplined. Whether it is overall project management or user-testing, she consistently goes above and beyond what is required of her, demonstrating passion and great care for each individual project. I honestly could not recommend anyone more highly."

— Dr. Jonathan Corbin

Senior Behavioral Researcher, Center for Advanced Hindsight


Growing Initiatives
Haarlem, The Netherlands

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Kvk: 76127575

BTW-id: NL003046277B48

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