From Study to Startup: The story behind Famories
When Lennie and Neele graduated, most of their classmates were polishing CVs and starting jobs in well-known companies. They, on the other hand, were recording podcasts with their grandmas. What started as a simple way to hold on to family memories has since grown into Famories, a young startup with a big ambition: giving families a digital home for their stories.
A spark in the living room
The idea didn’t come from a classroom or business plan, it came from loss. When Lennie and Neele lost their grandfathers, they realized how many precious memories had quietly slipped away. Driven by love, they set out to celebrate and preserve the voices and stories of their grandmothers while they still could.
Instead of asking them to write things down, which felt too heavy, they simply pressed record. Soon, their grandmas were sharing memories of childhood games, first jobs, and even long-forgotten recipes. The twist? Their grandmas wanted to hear their stories too. So Lennie and Neele began recording their own experiences, creating a two-way exchange that felt more alive than any photo album.
This small, meaningful family project blossomed into Famories: an innovative app for creating and sharing private podcasts, personal audio spaces where families can capture, organize, and exchange their memories across generations. Beyond families, users now also use Famories to record weddings, a baby’s first years, maintain long-distance connections, and even share updates in friend groups.
Choosing the unusual path
Starting a company straight after graduation wasn’t the “safe” choice. But for them, it felt like the right one.
“We set ourselves a simple rule,” they explain. “If we managed to get support and funding before finishing our studies, we would commit fully.” Winning a founder’s scholarship gave them the confidence to say yes.
They had already tasted entrepreneurial life during internships and loved the creative problem-solving it demanded. And being fresh out of university meant fewer obligations, fewer risks. “We were used to living on a student budget,” Neele laughs. “It felt like the perfect time to take the leap.”
The hard parts nobody sees
Not everything about starting up has been smooth. Watching friends land comfortable jobs while they accepted a much smaller income was tough. Going public with their idea was another hurdle. “At first, it felt cringy to post about ourselves, to be in PR articles, to show our faces on social media,” they admit. Over time, encouragement from mentors and peers made those steps easier.
Then came the everyday realities: taxes, legal paperwork, and the never-ending question of how to get families not just to download the app, but to use it regularly. Building a network of experienced entrepreneurs helped them navigate the administrative side, while experiments and testing continue to shape how families engage with the app.
Two roles, one vision
From the beginning, Lennie and Neele divided responsibilities naturally. Lennie handles the technical development of the app. Neele focuses on branding, partnerships, and communication. They share financial and administrative tasks deliberately, so both understand the nuts and bolts of running a company. Weekly sessions keep their ideas aligned and creativity flowing.
The moment it became real
For months, Famories lived quietly in development. Then, a few early TikTok posts about the concept suddenly went viral. Families were asking when they could download the app. Some even emailed after reading about it in local newspapers. Within the first two months, Famories reached over 9,000 users organically, a milestone that confirmed how much people resonated with the idea.
That mix of young and old, all excited to try it, convinced the founders that Famories could grow far beyond their original living rooms. The first year taught them how much can be done without large teams, thanks in part to AI. From coding to creating marketing visuals, they discovered they could move faster and more independently than expected.
If they could change one thing, they would have involved outside users sooner. “We wanted everything to be perfect before showing it, but feedback is what makes a product better,” they reflect. In the coming weeks, they will take another big step by launching a freemium subscription model, a way to sustain growth while keeping Famories accessible to everyone.
Looking ahead
Famories’ vision goes far beyond providing an app for recording memories as private podcast, that’s just part of their go-to-market strategy. Their long-term goal is to build a digital home for families, a place where stories live forever and connections grow stronger over time.
They imagine Famories becoming the world’s largest collection of family stories, emotions, and human experiences, where AI helps suggest meaningful conversations, anticipate family needs, and even create personalized content that brings generations closer together. To get there, the team plans to make Famories accessible for all families through diverse formats and partnerships from voice assistants and audio toys for children to senior-friendly tablets, and one day, even immersive VR experiences.
More than an app
At its heart, Famories isn’t just about technology. It’s about belonging. It’s about the laughter of a grandmother remembering her wedding day, the voice of a father telling bedtime stories, the moment when generations listen to each other and feel closer.
For Lennie and Neele, that’s the real measure of success. If Famories can keep those voices alive for future generations, then their leap from study to startup will have been more than worth it.
Famories is currently available in German. Follow their journey on Instagram, TikTok, and LinkedIn for updates including the upcoming English-language launch planned for early next year.
Also read
-
Riding the waves of change: From a summer vacation to a life that feels as good as it looks
For SBE alumna Victoria Gonsior, one spontaneous decision: trying surfing sparked a journey of self-discovery, leading her to redefine success, embrace joy, and build a career that aligns deeply with her values. From quiet beaches in Sierra Leone to coaching sessions rooted in purpose, Victoria...
-
SBE researchers involved in NWO research on the role of the pension sector in the sustainability transition
SBE professors Lisa Brüggen and Rob Bauer are part of a national, NWO-funded initiative exploring how Dutch pension funds can accelerate the transition to a sustainable society. The €750,000 project aims to align pension investments with participants’ sustainability preferences and practical legal...
-
SBE Researchers Awarded in NWO SGW Open Competition XS
The School of Business and Economics (SBE) at Maastricht University proudly announces that all three research proposals submitted to the latest NWO SGW Open Competition XS have been awarded funding. This exceptional outcome highlights the high calibre of SBE research and its relevance to societal...
