The internet was built to connect people, open, free, and secure. Over time, control shifted to a handful of large platforms. Personal data became centralised, collected, and exploited. Users lost control over their own information.
We believe it’s time to turn the tide. There is a way to give people back control, without breaking digital business models. We have built it.
The Dutch Data Store Foundation was founded in late 2022. Its initiators were Arno Otto and Martijn van Dam. The foundation grew out of a collaboration between the largest Dutch media companies: DPG Media, Mediahuis Nederland, NPO, RTL Nederland, and Talpa Network. Others soon joined the collaboration. Beeld&Geluid, ROM Utrecht, Atumi and SolidLab from Flanders, Deloitte, Oliver Wyman, Muze, Triple IT, DataVillage, and many others helped develop the data store.
After a year of research, the foundation began developing the data store infrastructure in early 2024. Following tests with small groups and a large-scale pilot on major media sites, the service was further developed in 2025. This development was funded by Dutch media partners who wanted an alternative to the existing model of proprietary logins, cookies, and tracking, and by a grant from the European Regional Development Fund via Kansen voor West.
In 2025, it became clear that further investment was needed to develop the software and commercial applications, and so to build a sustainable business model for the data vault. SNDK could not attract this investment itself: at this early stage, investors only commit risk capital to a startup with committed founders. Arno Otto and Martijn van Dam then were willing to found that startup and invest in it themselves. That is how Utonomy came into being.
SNDK continued to manage the data vault server, ensuring secure storage of personal data and the protection of privacy. Utonomy took over the software to develop it further and bring it to market. This separates data intermediation from commercial activities, in line with the requirements of the Data Governance Act.
The transfer was carefully structured. The supervisory board of SNDK took the decision, Utonomy pays a market-based fee from its revenue, and a number of conditions safeguard the future of the data vault and its applications for society. For example, SNDK retains a licence to the Upod software for the public sector. SNDK is funded by the fees paid by parties that use the data vault server, including Utonomy.
To return personal data to its rightful owner: the user.
All personal data stored through our infrastructure:
Think of SNDK as the water mains: we lay and manage the infrastructure, monitor its quality and make sure everyone has fair access. How organisations use that infrastructure to build their services is up to them, within the rules we set.
Since 1 January 2026, SNDK has been the provider of a pod server: the infrastructure on which personal data vaults are stored. Any organisation, public or private, that wants to make use of those data vaults can gain access, provided it complies with the strict rules on data protection and user control.
The software used to build applications on the pods is called Upod. SNDK holds an irrevocable and unlimited non-profit licence to Upod for public and social applications. The commercial development and rollout of Upod has been transferred to Utonomy, which serves organisations in the private sector.
Arno Otto and Martijn van Dam are handing over their responsibilities as directors of SNDK because of their role at Utonomy. The supervisory board has asked them to complete a number of ongoing matters in 2026 and to prepare the handover. This was planned for the summer of 2026, but because some matters are taking longer, it is now expected in early 2027. Until then, the supervisory board decides on all matters involving an actual or potential conflict of interest.
The new, independent board will oversee the foundation's mission: protecting personal data, ensuring fair access to the infrastructure and supporting applications that benefit society. The plan is for companies and civil society organisations that use the data vault server to have a place in the governance, with an advisory role on future functionality and costs. In this way, SNDK will become an independent guardian of privacy and personal data, and a partnership for organisations that want to work with personal data on the basis of that mission. Tips and suggestions on how best to shape this are very welcome.
We protect personal data, for people, for society, for Europe.