Lucia van den Brink
The Initial
Lucia van den Brink built her first website at 11. Today, she runs The Initial, a CRO agency focused on driving growth through A/B testing for international brands like Semrush, British Airways, and Fella Health.
She’s known for challenging the traditional agency model and believes companies shouldn’t rent experimentation—they should own it. That’s why she works closely with teams to embed experimentation into their organization and make it a true driver of growth.