Fleur Melkert co-founded Equalture with her twin sister, Charlotte. Together, they want to rewrite the rules of recruitment. Equalture uses neuroscientific games that give companies data-driven insights into talent, beyond a gut feeling, beyond the CV. What started as a vision for fairer, smarter hiring has already reached international players like DHL, Vodafone, and Asics.
In this interview, Fleur opens up about building an HR tech company without a background in tech, the mindset that kept her going, and why being a novice can be your biggest strength.
“And honestly, sometimes not knowing the ‘rules’ is what gives you the courage to rewrite them,” says Fleur Melkert.
Learn more about Fleur Melkert’s story.
Q&A with Fleur Melkert
What inspired you to start Equalture?
What inspired me to start Equalture was a mix of personal frustration and a deep belief in the potential of data to drive better, fairer hiring decisions. I’ve always found it frustrating that recruitment is one of the most critical processes in any company, yet still largely driven by gut feeling, assumptions, and biased first impressions. The result? Great talent gets overlooked, while poor hiring decisions remain painfully common.
At Equalture, we set out to change that. Our mission is twofold: First, to make recruitment objective and fair, so every candidate gets a truly equal opportunity, regardless of their background, gender, age, or neurotype. Second, to make recruitment should be data-driven and predictive by replacing guesswork with science-backed insights that actually correlate with job performance and retention.
In many ways, we’re giving companies the ability to treat hiring not just as an art, but as a science—without losing the human side. That’s the balance we care about most.
What is the bravest thing you’ve done while on your journey?
Well, starting a tech and science company without any background in tech or science definitely tops the list, I guess. It was for sure a leap of faith filled with passion, naivety, and stubborn belief in our mission. I had no idea how to build a platform, let alone how to translate neuroscience into a scalable product. But I did know that the recruitment world desperately needed to change.
So we just started. I surrounded myself with people smarter than me, asked a lot of questions, and learned on the go. Looking back, it was a bold (maybe even a slightly reckless) move—but also the most rewarding decision I’ve ever made.
And honestly, sometimes not knowing the “rules” is what gives you the courage to rewrite them I think.
What is a non-negotiable in your routine that keeps you focused?
For me, the non-negotiable is regularly reconnecting with our mission and vision—because that’s the lens through which we try to make every decision. Whether it’s a product update, a hiring choice, or a strategic partnership, I always try to ask myself and my co-founders: Does this move us closer to building a fairer, more data-driven recruitment process?
It’s easy to get caught up in the day-to-day hustle, but staying grounded in our why is what keeps me focused, aligned, and energized. The mission isn’t just something we put on paper—it’s the filter for everything we do, or at least that’s what we’re trying.
What has been your biggest challenge while on this journey?
Our biggest challenge has been introducing a highly disruptive product into one of the most traditionally conservative markets—HR tech. Recruitment is still heavily driven by gut feeling, CVs, and habits that have been around for decades. So coming in with a science- and data-driven approach, using game-based assessments instead of CVs, has meant challenging deeply rooted beliefs and comfort zones.
We’re not just selling a tool—we’re asking people to rethink how they hire. And that kind of mindset shift doesn’t happen overnight. But the fact that we’re now seeing those conversations evolve, and seeing companies embrace the change, makes the challenge 100% worth it.
What advice would you give to other businesswomen, female leaders, and entrepreneurs?
Just go for it! Don’t wait until you feel “ready,” because ready is a moving target. If you believe in your idea, your mission, and your ability to figure things out along the way—that’s enough to start.
There will always be people who doubt you or try to chip away at your confidence, especially as a woman in leadership. Don’t let them. Protect your self-belief and prove them wrong.
Pursue what you’re passionate about, stay close to your purpose, and trust that you’re capable of more than you think.
How do you define success?
For me, success is when we’re living our mission and vision—building a fairer, more objective and data-driven world of recruitment—while growing a financially healthy company. It’s not just about revenue or headcount; it’s about creating meaningful, measurable impact.
If our product helps companies make better hiring decisions, reduces bias, and gives every candidate a fair shot, that’s success. Every small step toward a more equitable future is a win in my book. At the end of the day, if we’ve made this world even a tiny bit better through the work we do, I consider that the ultimate achievement.
What is the next project or goal you would like to work on?
As a Dutch company, we’ve been fortunate to build a strong reputation here in the Netherlands, and we’re increasingly becoming a known name across Europe. The next big goal for us is to scale that visibility globally. We already work for amazing global brands like Asics, DHL and Vodafone but we would for sure like to strongly grow our global presence.
Our mission is universal—building a fairer, more predictive way of hiring, which shouldn’t be limited by geography. So the next chapter is about making Equalture a globally recognized brand, trusted by companies all over the world to help them hire smarter and fairer.
What is your favorite book or podcast?
One of my favorite books is “The Infinite Game” by Simon Sinek. It for sure shaped the way I think about building a company—not as a race to win, but as a long-term mission to create lasting impact. That mindset aligns quite well with what we’re doing at Equalture: using tech not just to grow fast, but to drive real, positive change in how people are hired.
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