Overview
Tom De Kooning co-founded Driven with Andres De Jonge and Ludovic Diercxsens. Driven automates and personalizes sales commission management, helping companies replace error-prone spreadsheet-based compensation tracking with a live, CRM-integrated platform.
Tom's route to Driven ran through the StarApps ecosystem. StarApps, the Ghent-based venture builder co-founded by Lorenz Bogaert and Nicolas Van Eenaeme, backed Driven in its early formation. Tom is described as having built his startup within the StarApps network, which provided early infrastructure, co-founder matching, and network access.
Before Driven, Tom ran De Web Bar, a web design services practice focused on small businesses and non-profits.
Driven raised EUR 1.5M in September 2025 led by Pitchdrive, with additional backing from NewSchool and Belgian SaaS founders. The round validates Tom's positioning within the Antwerp-Ghent early-stage network.
Tom represents the next generation of founders emerging directly from the StarApps studio model: rather than founding independently and seeking backing, they're incubated within a network that provides early validation, co-founders, and investor access from day one.
Career history
- Co-Founder2025 - presentDrivenAI sales compensation automation, EUR 1.5M Pitchdrive-backed
- AffiliatedStarAppsventure studio, Lorenz Bogaert / Nicolas Van Eenaeme
- FounderDe Web Bar, web design for SMBs and non-profits
Education
LinkedIn Voice
Posting style: Active, 7 posts in our data. Themes around sales automation, Company Building, and ecosystem updates.
In the news
- Something big just happened at Driven... HubSpot published a guide on building AI agents. Guess which company they picked for the sales compensation use case? Us! It’s insane that a multi-billion dollar CRM leader recognizes what we’re building. It only gives us more motivation to keep building and disrupting sales comp. Thank you Jenny Romanchuk and the HubSpot team for this recognition. And Andres De Jonge, Romana Kuts, this one is yours. 🙌 Read about it in the comments 👇
- Really looking forward to this one, I'll be in Amsterdam among SaaS executives this Wednesday. Full day of sharing ideas and talking about challenges with peers in the revenue room! Hit me up for a coffee
- Stop scrolling if you're in NYC tonight... Join Ludovic tonight in NYC for a happy hour organized for revenue leaders, co-hosted with Flowla. Click the link in the comments for more information.
- About HubSpot UNBOUND 2026... Really had a blast attending this conference for the first time! Here are my experiences & key takeaways: - Americans are super accessible and always interested to hear about new technology - HubSpot ecosystem in US is huge - We hosted our first Driven side-event in Boston, which was a succes with 25~ revenue leaders attending - Lobster rolls in Boston are great Special thanks to the following people, for the nice conversations: Mark Talkington, Julia Segel, Tammy Chan, Armando Estrada, Shane Tucker,
- Almost didn’t make it at HubSpot UNBOUND 2026… Some pilot parked his plane at the wrong gate, causing huge delays almost missing my connection. Barely made the flight! Nonetheless, I’m super excited to be at Unbound at this week. Hit me up for a coffee if you want to talk about GTM & sales, let’s share notes.
- My favorite event of the year is coming up, Hubspot UNBOUND next week! Quick throwback to my first day last year with Hendrik Keeris . This time I'm stoked to be there with Tom De Kooning and Andres De Jonge . And we're going bigger this year: organising a proper Belgian beer tasting for revenue leaders. A brewery, a selected group of revenue leaders, talking recenue, sales performance and GTM while having a good laugh and some beers. What else do you need in life? ;) Definitely sign up via our Luma, places are limited! (link in
- I've crossed quite some revenue leaders now, all talking about the same struggles. Outbound is broken, cold-email is dead and outreach on LinkedIn is getting saturated fast as well. The era of easy leads is getting to an end... Everyone with a Claude subscription can call themself a GTM engineer nowadays and bombard 1000s of people through these legacy channels with the "perfect" "personalized" copy, and no-one looks up anymore. All of the sudden sellers need to put more effort in getting good leads again, and were never trained
- Thank you to Le Soir and Emile Thoreau for including Driven in today's piece on Belgian tech funding (article link in comments). Appreciated the chance to share our take on the Belgian ecosystem 😎
Related profiles
Lorenz BogaertEcosystem peers
Andres De JongeCo-founders
Ludovic DiercxsensCo-founders- YAntwerpLocation
- KAntwerp sceneLocation
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