Driven Raises €1.5M to Reinvent Sales Compensation with AI

Antwerp, Belgium – September 4th, 2025 – Belgian startup Driven has raised €1.5 million in seed funding to scale its AI-powered platform for dynamic sales compensation. The round was led by Pitchdrive, with participation from NewSchool and leading Belgian tech entrepreneurs including Jeroen De Wit (Teamleader), Gilles Mattelin, Jorn Vanysacker and Wouter Van Respaille (Henchman), and Matthias Geeroms (Lighthouse).

Making sales incentives work for modern teams

One in two salespeople today work with variable pay, yet most companies still manage incentives in outdated spreadsheets. Updates are delayed, visibility is limited, and motivation suffers. Driven solves this with an AI-native platform that connects directly to the company CRM and delivers real-time performance tracking, automated commission plans, and smart incentive structures.

With a one-time integration to tools like HubSpot or Salesforce, managers can set transparent targets and rewards based on historical data, industry benchmarks, and live performance. Reps get a personal dashboard showing exactly how they are progressing toward each goal and what that means for their earnings.

“Driven is the tool that motivates sales teams through smart incentives,” says CEO Ludovic Diercxsens. “By making goals visible and dividing them fairly, everyone in the company knows exactly what they’re working toward. That clarity instantly lifts motivation.”

The platform also improves CRM data quality by linking commission payouts directly to logged deals and pipeline accuracy. According to CTO Andres De Jonge, “Better data automatically means better sales. When reps know that their pay depends on clean CRM inputs, they become much more disciplined.”

From Excel chaos to performance control

Driven was founded in early 2025 by Ludovic Diercxsens, Andres De Jonge and Tom De Kooning, who previously built and exited the proptech startup Kloze. The idea for Driven emerged from a clear pain point: as companies scale, sales compensation becomes harder to manage, leading to misaligned incentives and lost performance.

Driven is the seventh startup to emerge from the Ghent-based venture builder StarApps, the team behind Bizzy, FixForm, Introw and Donna. Early adopters of Driven already include cybersecurity company Aikido, scale-up Bizzy and tractor distributor De Lille

Strong support from Belgium’s tech ecosystem

The round was led by Pitchdrive, with additional backing from NewSchool and a network of seasoned founders who have scaled some of Belgium’s most successful SaaS ventures. “Driven keeps sales teams sharp and gives managers an easy way to follow performance live,” says CEO Ludovic Diercxsens.

With the new capital, Driven will expand its team, double down on product development and continue onboarding new customers. The company aims to reach €1 million in revenue by 2026 as it grows its footprint across Europe.

About Driven

Driven is a Belgian software company building an AI-native platform to automate and personalise sales compensation. Founded in 2025 by Ludovic Diercxsens, Andres De Jonge and Tom De Kooning, the platform connects directly to CRM systems to deliver real-time targets, transparent incentives and performance insights. Driven is backed by Pitchdrive, NewSchool and a group of experienced Belgian tech entrepreneurs.