I'm Jeroen Janssen. I built experience into retail at Jumbo and Unilever, into hospitality at The Social Hub, into area development at NEOM. Now I build it where it compounds hardest: housing.
Housing is not real estate. It is infrastructure for human life
The home is the most repeated environment in a person's life. It shapes sleep, focus, recovery and community every single day. Small systemic decisions compound into large outcomes over decades. That makes experience an asset class question, not a branding question. Every retailer asks how the visit felt. Nobody has ever asked a resident how ten years felt.
The gap this practice closes
Other asset classes already priced it: Marriott paid $355M for the citizenM brand, not one building included · €1.45B lent against future experience income · six neighbours stopped a €1.4B stadium. Housing keeps its own score: 13.3 healthy years between two Amsterdam addresses. Not one of these numbers appears in an IC pack.
Each category proved the same law: the systems around a place decide what living in it does to you.
Customer and experience practices inside the largest routine environments in the country.Jumbo · Unilever · Capgemini
Lead experience work where the room blurs into a residency, and the residency into a tenure.The Social Hub · hybrid stays
Lead experience partner for area development at one of the most ambitious programmes underway.NEOM · region-scale systems
The environment people repeat most often. Where small systemic decisions compound the hardest.Liven World · REDE · Tenure · UCRE
04
Vehicles · one practice · develop, design, operate, speak
03
Sectors proved before housing
30
Year horizon · the hold this practice underwrites
Q4
2026 · first Tenure founding cohort
‘Soft’ is the most expensive word in real estate. It costs nothing to say. The building pays it back for a decade: first on the people, then on the model the capital was built on.
Sleep that does not come back. Recovery postponed for years. Older neighbours who quietly stop coming downstairs. A building can sit at full occupancy and still fail to be a place where a life can be lived over a decade.
Turnover above the underwriting. Lease-up that slows because the first phase quietly broke its own promise. Exit values pinned to a hold the lived reality never actually delivered.
Both bills land. They land on different desks. That is why the financial one is usually the only one that gets seen, and the human one is the cause it does not get traced back to. The residents pay first. The fund pays longer.
Each vehicle puts the person back inside the place at a different moment.
Entire districts designed as living infrastructure: technology, wellbeing, community and mobility from day one.
02The design layer for developers who want lived experience commissioned, evidenced and held.
03The operating layer for resident identity in institutional BTR. The promise that survives the handover.
04User-Centered Real Estate. The reframe, brought to the stages and firms that intermediate the sector.
"A system that carries technology, wellbeing, community and mobility from the very start."Minister of Housing · LinkedIn · June 11, 2026
A four to six week pre-investment diagnostic for investors, BTR funds and family offices. Underwriting models the building. XD models the life inside it.
[See XD]The S in ESG, evidenced instead of scored. A resident app, a realtime dashboard, and an S-Report citable in CSRD, SFDR and GRESB.
[tenant.design]
Experience will be underwritten, the way ESG was. The first owners set the benchmark. Everyone after them gets measured by it.
or write directly info@jeroen-janssen.com