While much of the AI world chases hype, Dutch entrepreneur Klaas Foppen is taking a different approach. Through a string of focused ventures — Promptwatch, Sparkbase, and Homestra — he’s tackling overlooked but high-impact problems across search visibility, sales automation, and European real estate.
Rather than aiming for flashy headlines, Foppen’s projects focus on solving practical business challenges with AI-driven solutions. As seen in Millionaire MNL, his methodical approach is building a portfolio of startups that quietly disrupt traditional industries.
From AI SEO pioneer to sales automation innovator
In 2023, Foppen co-founded Promptwatch, an AI SEO/GEO platform designed to help brands monitor and optimize their visibility in AI-generated search results. As large language models like ChatGPT, Claude, and Gemini began influencing search behavior, Promptwatch offered a first-mover solution for brands navigating this new landscape.
By providing analytics and optimization tools tailored to AI-driven search engines, Promptwatch positioned itself as an essential resource for marketers looking to stay relevant in the evolving digital ecosystem.
Building on this success, Foppen joined Sparkbase in 2024 as Co-founder and CTO. Sparkbase focuses on streamlining sales processes through AI-driven automation, aiming to reduce friction in lead generation and sales outreach. With pilot partnerships underway, Sparkbase is set to become a key player in the AI sales tech space.
Homestra: A Zillow-inspired vision for European real estate
In 2025, Foppen expanded into proptech with the launch of Homestra, a platform aiming to become the “Zillow for Europe.” Recognizing the fragmented and often outdated nature of European property search tools, Homestra seeks to modernize the experience, making property discovery and transactions more efficient for buyers and sellers alike.
Although in its early stages, Homestra has already captured attention within the European real estate community, positioning itself as a potential disruptor in a space ripe for innovation.
A portfolio approach to building AI-powered startups
What sets Foppen apart is his ability to identify emerging trends early and translate them into practical, monetizable solutions. From AI SEO with Promptwatch to sales automation with Sparkbase and now real estate with Homestra, his ventures address clear market needs without succumbing to the usual startup noise.
His approach reflects a shift towards focused, sustainable innovation, where solving real problems takes precedence over chasing the next big valuation.
Building in public and staying connected to the maker community
Foppen remains an active contributor to the tech community, sharing his insights on AI, software development, and startup building through his personal site forgebits.com and social channels. His transparency and builder-first mindset resonate with indie founders and developers navigating similar paths.
While many founders prioritize scale at any cost, Foppen’s work underscores the power of staying lean, solving niche problems, and executing with precision.
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