Overview
Jeroen co-founded Rookoo in 2024 alongside Anthony Meirlaen, Thibaut Vincent, and Jared Dierickx, all of whom met while working at Clarabridge and Qualtrics. In November 2025 the company raised EUR 900K in seed funding.
Rookoo's AI assistants handle event administration, capacity management, pricing optimisation, and stakeholder communications. Early clients include Wintercircus Ghent, Tour and Taxis Brussels, Brussels Special Venues, SPIN, and The Arena Group.
Career history
In the news
- Enter Peggy. She's one of our team members." "Everybody looks forward to the Monday Peggy report, and we certainly made some pivots on business decisions off the back of understanding what it is that our customers are wanting." A digital colleague who gets introduced as part of the team, a weekly report that moves real decisions, ... . As a builder and data nerd, this fills my heart with joy! Clays enjoyed working on this with us. Entirely mutual! Thanks Dan, Lucy & Kimberleigh! More of this, please!
- An Event planner looking for "a venue for 150 people, with break-out rooms, a terrace and in-house catering, in London" used to open a multitude of browser tabs. Now he or she opens one. And asks one question. Whatever AI-search engine is answering, it is also reading your website. Just not the way a human does. It doesn't care about the perfect sales pitch in the aftermovie or the drone shot of your terrace. It searches for capacity per layout. The event types you actually host. In-house catering or not. Parking. Breakout
- Coucou! C'est moi, Monsieur Moustache! Last week, a rather distinguished visitor arrived at Rookoo's Nest… A cry for help had crossed the Channel, past the white cliffs of Dover, and mon dieu, who else was going to answer it but moi?! I rushed over to Clays and introduced Dan, Lucy and Kimberleigh to Peggy, a digital colleague that gave the wonderful team what they so desperately deserved: time back to create unique experiences. You shall hear all of it, shortly. Patience, mes amis.
- Last week Jeroen Borloo told Strategic Alliance of the National Convention Bureaux of Europe about venues going invisible to AI. That's the first bottleneck. The second one: even once you're found, the back-and-forth doesn't stop. 10+ contact moments between "we're interested" and a signed contract, across whatever channel someone picked that day. Sound familiar? Bye-bye, endless follow-ups. That's the exact mess our digital colleagues were built to sort out. Curious where your venue stands? Scan your site for free:
- Home sweet home, baby. We only flew the nest a month ago, but it felt great to be back at Wintercircus Ghent. No pitch this time. Just an open conversation. Flanders Convention Bureau asked me to come talk to the members of the Strategic Alliance of the National Convention Bureaux of Europe, a room whose whole job is looking out for venues across an entire continent, about something most of them haven't clocked yet. Organizers used to browse a multitude of venue websites. Now they ask an AI-search engine one question, and a machine
- Today Rookoo turns 2 🤘 Twas the 3rd of September 2024. Anthony, Thibaut, Jared and I sat at the notary and, slightly nervous, put our signatures under the founding documents. No clients yet, a rough idea and a good dose of reasoned naivety. Since then we went from a narrowly scoped intake assistant to a full venue management suite. From Anthony's living room, to a desk at Wintercircus, to our own place at Red Loft. And from 4 founders to a team of 8 daredevils who bet their own growth on this. Not all of it is pretty. There are
- Brand new pigeon fancier in town! A while ago I put out a call for a founding marketer to join the team and make some noise. Arno answered it with a picture of himself dressed as one of the founding fathers. The rest is history ;-) Welcome to the team, Arno! Now go spread the word 🐦! And ... MAKE SOME NOISE!
- Major platform update at Rookoo = A major upgrade for event management. 🤘 Great job Anthony, Thibaut, Morteza and Jared! More on this soon! 👀
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