SUE Behavioural Design Academy

The science of influence. Now in your own hands.

Self-paced online courses in behavioural science. Built by practitioners with 15+ years of real-world experience. Powered by AI. For professionals who want to understand why people do what they do, and design for it.

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10,000+ professionals trained
45+ countries
9.7/10 average rating

Trusted by experienced professionals working at

Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media City of Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media City of Amsterdam Rijkswaterstaat Sony eBay CZ
Available now

Choose your course

Every course is self-paced, AI-powered, and comes with personal feedback. Start anytime. Learn at your own pace. Access forever.

Available AI Inside
Behavioural Design Fundamentals
The complete SUE method. From understanding why people do what they do to designing interventions that change it.
Lifetime access · Certificate · AI Prompt Guides
€690 Start learning →
Available AI Inside
Designing the 9+ Customer Experience
Go beyond satisfaction. Design experiences that remove friction and turn customers into advocates.
Lifetime access · Certificate · AI Prompt Guides
€690 Start learning →
Available AI Inside
Leading Change and Transformation
Get people to actually change. Using influence, not pressure.
13 lessons · Lifetime access · Certificate · AI Prompt Guides
€690 Start learning →
Launching throughout 2026

Coming soon

Join the waitlist to be the first to know when these courses launch.

Coming soon
Behavioural AI
Understand AI as a behavioural challenge. Not a technology problem.
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Coming soon
Behavioural Marketing Foundations
Influence customer decisions without manipulation. Using the science of behaviour.
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Coming soon
Behavioural Marketing Advanced
From insights to campaigns that measurably shift behaviour. For senior marketers.
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Coming soon
The Behavioural Advantage in Talent
Attract, activate, and retain the right people. Using behavioural science.
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Coming soon
Team Wellbeing and Happiness
Build the conditions where people thrive. Without burning them out.
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Coming soon
Behavioural Leadership Response Model
Know how to respond at the moments that matter. Move teams forward with influence.
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Coming soon
Navigating Conflict and Getting Buy-In
Turn resistance into alignment. Win people over without pressure.
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Coming soon
Designing AI-Adoption
Make AI stick in your organisation. By designing for human behaviour, not just capability.
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Why on-demand

The full SUE Academy. Now on your schedule.

Everything we teach in our live trainings in Amsterdam is now available as self-paced online courses. Same method, same depth, same personal feedback. Enhanced with AI tools. Accessible from anywhere.

Start anytime, finish anytime

No cohort dates. No waiting lists. Begin the moment you enrol and learn when it works for you.

Perfect for global teams

Your team works across time zones and offices. Everyone learns the same frameworks at their own pace. Subtitles in 5 languages.

Lifetime access, forever

Revisit any lesson when you need it. Before a pitch, during a project, in a new role. Your courses never expire.

AI-powered, human-supported

Every course includes AI Prompt Guides, the SUE Guru GPT, and personal feedback from our team.

Prefer learning in person? Explore our live trainings in Amsterdam →

Go deeper

Programmes: combine courses and save

Four courses, one learning path, one price. Each programme is designed around a professional challenge. Save ~25% compared to buying courses individually.

4 courses
Influential Leadership

For team leads, managers, and department heads who want to influence without authority.

✓ Leading Change and Transformation
✓ Behavioural Leadership Response Model
✓ Navigating Conflict and Getting Buy-In
✓ Team Wellbeing and Happiness
€1.490 Save ~25%
Enrol →
4 courses
The Behavioural Marketer

For marketers, brand managers, and growth leads who want evidence-based influence.

✓ Behavioural Design Fundamentals
✓ Behavioural Marketing Foundations
✓ Behavioural Marketing Advanced
✓ Designing the 9+ Customer Experience
€1.490 Save ~25%
Enrol →
4 courses
AI x Behavioural Design

For innovation leads and AI officers who need adoption that actually works.

✓ Behavioural Design Fundamentals
✓ Behavioural AI
✓ Designing AI-Adoption
✓ Leading Change and Transformation
€1.490 Save ~25%
Enrol →
4 courses
The People-First Organisation

For HR, talent leads, and people managers who want to attract, keep, and energise the right people.

✓ Behavioural Design Fundamentals
✓ The Behavioural Advantage in Talent
✓ Team Wellbeing and Happiness
✓ Leading Change and Transformation
€1.490 Save ~25%
Enrol →
4 courses
Personal Influence

For consultants, coaches, and professionals who want to become more influential in every conversation.

✓ Behavioural Design Fundamentals
✓ Behavioural Leadership Response Model
✓ Navigating Conflict and Getting Buy-In
✓ Behavioural AI
€1.490 Save ~25%
Enrol →
Coming 2026

All Access Subscription

Access all 11 courses for one annual fee. Learn everything, at your own pace, for 12 months. Perfect for professionals who want the full behavioural science toolkit.

€1.990
per year
Join the waitlist →
Which course fits you?

Find your starting point

📈
Marketers
You want to go beyond gut feel and use behavioural science to influence decisions.
Behavioural Marketing Foundations →
👥
CX and service designers
You design journeys and want to remove friction using real behavioural insight.
Behavioural Advantage in CX →
🎯
Leaders driving change
You need your team to actually change, not just agree in the meeting.
Leading Change and Transformation →
🤖
AI and innovation leads
You are rolling out AI and need people to actually use it.
Designing AI Adoption →
⚡
Team leads and HR
You want high performance without burnout. Sustainable energy, not pressure.
Designing Team Vitality →
📚
Not sure yet?
Tell us what you are working on and we will recommend the right course for you.
Email us for advice →
What professionals say

10,000+ professionals trained worldwide

Everything clicked into place. You gave me a mental structure to tackle a great many problems and challenges from now on.
Eline Goethals
Eline Goethals
Strategy Director, Happiness Brussels
A powerful framework for effectively influencing clients and stakeholders. This training changes how you approach every challenge.
Erik Jan Coenraad
Erik Jan Coenraad
Marketing Manager, KPN
After 7,500 working days, it took just two days to learn how to influence behaviour. If you want to make a real difference, this is a must.
Harold van Puijenbroek
Harold van Puijenbroek
Managing Director, Eluced
Astrid Groenewegen
Your instructor

Astrid Groenewegen

Co-founder, SUE Amsterdam · Author, The Art of Designing Behaviour

Astrid has spent 15+ years making behavioural science practical and actionable for organisations worldwide. She is a practitioner, not an academic researcher. Every course reflects that hands-on approach: real frameworks, real cases, real results.

10,000+ trained #1 bestselling author 45+ countries

This is how our courses are rated

Google 4.8/5 Springest 9.7 Bloomville 5 stars
Start today

11 courses. One mission. Making behavioural science practical for every professional.

Self-paced. AI-powered. Built by practitioners. From €499.

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Questions? Email academy@sueamsterdam.com