About Just

Making unpaid work visible and dividing it fairly

50% of parents want to share housework and care fairly, but only 9% actually manage to do so.

Our story

Imagine a world…

…where you're no longer drowning in housework after a day at work, but have time and energy left for the fun things together.

We started Just to make unpaid and invisible household work visible and to divide it better between partners (and children). Just restores the balance between work and private life and helps prevent burnout, depression, divorce and domestic violence. It makes relationships healthy and happy again.

Just opens the conversation about housework and helps you divide it. With the app, everyone pitches in — and it's even fun!

About the makers

A serious relationship crisis as a starting point

Following a serious relationship crisis, Elien van Riet and her husband decided to run their household differently. They wanted to download an app that could help them with this, but they couldn’t find one that worked properly.

That’s when Elien decided to build an app herself. Just combines AI with insights from relationship therapists and scientific research, and opens up the conversation about who does what at home. Just’s mission is to help partners become a team again, with time and energy to spare for one another.

The team

The team behind Just

For us, it's all about innovation, technology that makes a difference in society, and a healthy dose of positive energy.

Elien van Riet

CEO & Founder

Peter van Straten

CFO

Roos Micke

CMO & Founder

Andra de Vlieger-Nijman

Designer

Advice & expertise

These experts advise Just

Just is advised by specialists in relationships, technology and entrepreneurship, so the app stays built on real-world expertise rather than assumptions.

Niels Bartels

Co-founder, Suniverse

Veronne van der Meijs

Relationship therapist, Bureau Liefhebbers

Fleur van der Meijs