We're an Amsterdam and San Francisco based lifestyle tech startup with a global mission to make healthy and sustainable living the new normal.

This means bringing real, purpose-led innovation to a dinosaur industry to create the most compelling consumer system of the 21st century.

Turning a system built on manipulation, exploitation and greed into one that empowers, heals and gives meaning.

  • A man holding Sunrise products
  • A table with Sunrise Breakfast
     A boy eating icecream
  • Our vision

    At Sunrise we've spent years studying the ideal consumer model. Exploring behavioral patterns, new possibilities, goals, and how technology and artificial intelligence can help us break away from conventional paths and limitations.

    By adopting a fresh perspective that prioritizes the future over the past, we have leveraged nature's design and enhanced it with technology to create a way of life that's intuitive, healthy, sustainable, and free from waste.

    This is what we refer to as a good life and we've made our mission to make it effortless to live for everyone on this planet.

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The team behind it all

  • Portrait of Ruben Smit, CEO at Sunrise

    Ruben Smit


    Creative leader, climate tech passionate and consumer behavior specialist with deep interest in both human and artificial intelligence.

  • Portrait of Ryan Janecek, COO at Sunrise

    Ryan Janecek


    Strategy and operations leader that has consulted many of Silicon Valley’s tech giants in his time at KPMG San Francisco.

  • Portrait of Linford Bacon, CTO at Sunrise

    Linford Bacon


    A pioneering technology leader and data science specialist who is affiliated with the University of Oxford's AI program. Exited a cutting-edge AI startup.