Our story
Built to help you shop smarter
We create personalized product recommendations that match your exact situation—so you can spend less time researching and more time living.
Our mission
Making informed purchases simple
Life transitions are exciting, but figuring out what to buy shouldn't be stressful. Whether you're preparing for a baby, planning an adventure, or getting ready for emergencies, we believe everyone deserves clear, personalized guidance. That's why we built a platform that cuts through the noise and gives you exactly what you need—nothing more, nothing less.
How we started
From frustration to focus
It started with a simple problem: every time life threw something new at us—a hiking trip, a first baby, an emergency kit—we'd spend hours researching products, comparing reviews, and still feeling unsure if we made the right choice.
We realized that generic product lists weren't cutting it. What people actually need depends on their specific situation. A camping trip in the Alps with a toddler requires very different gear than a solo backpacking adventure.
So we built What do I need?—a platform that asks the right questions and delivers personalized recommendations you can actually trust.
What we believe in
These principles guide everything we build.
Relevance over volume
We'd rather recommend 10 perfect products than 100 mediocre ones. Your list should be actionable, not overwhelming.
Honest recommendations
We only recommend products we'd use ourselves. Affiliate partnerships never influence our recommendations.
Your situation first
Every recommendation starts with understanding you—your context, constraints, and what actually matters.
Meet the founders
The people behind the personalized checklists.
Martin Balk
Co-founder
Product thinker who believes shopping shouldn't require a PhD in research. Passionate about making complex decisions simple.
[Image: Professional headshot photo of Martin Balk, friendly and approachable, neutral background]
Lars Böhm
Co-founder
Engineer who loves building tools that actually help people. Firm believer that technology should reduce stress, not add to it.
[Image: Professional headshot photo of Lars Böhm, friendly and approachable, neutral background]
Company information
- Company name
- What do I need? B.V.
- KvK number
- [KvK number]
- Location
- The Netherlands
- [email protected]
Ready to find what you need?
Pick a guide and get personalized recommendations in minutes.