The people behind Grace
Queenie & Roel
Grace did not start with a business plan. It started with a conversation between two people who wanted to make something that actually helps.
Queenie
Over 20 years of helping people and organisations find a better way forward.
Queenie is a purpose-driven leader with over 20 years of experience in people, culture, capability, and transformation. She has spent her career helping individuals and organisations navigate change, unlock potential, and build the conditions for people to thrive. She is also a certified NLP Practitioner, which shapes how she listens, how she asks questions, and how she helps people shift what is holding them back.
Alongside her corporate career, she developed a personal practice as a coach, healer, and what she calls a bridge builder. She offers one-on-one coaching, energy healing, tarot readings, and moon ceremonies. Her approach brings together practical frameworks and a deep belief that we all have an innate capacity to heal every facet of our lives. When someone is stuck, she helps them find new answers, new habits, and new strategies for getting where they want to go.
She is good at it. But there are only so many hours in a day, and the people who need that kind of support do not always have access to it. Not at 2am. Not when the cost is out of reach. Not when scheduling feels like one more thing to manage.
One evening, Queenie mentioned something to Roel that stuck: when she is working through a challenge herself, she uses three different apps. One for reflection. One for deeper insight. One for personal growth techniques. Three apps, just to work through a single difficult moment.
That is where Grace was born from.
Roel
Building the answer that should have existed long ago.
Roel is a Senior Customer Solutions Manager at Amazon Web Services (AWS), where he helps organisations understand what is possible with cloud technology and Artificial Intelligence (AI). He has spent over 20 years at the intersection of technology, design, and digital, starting at Deloitte, co-founding Deloitte Digital Belgium, and eventually joining AWS. He is also a certified NLP Practitioner. He has seen what AI can do when it is built with intention, and what it looks like when it is not.
He came to personal growth through Queenie. What started as curiosity became conviction. He has watched her change people's lives in ways they often do not even recognise. A shift in perspective here. A pattern broken there. The work is real, even when it is invisible.
When Queenie described the problem, Roel saw the solution clearly. Not a chatbot. Not another wellness app with a streak counter. Something that truly knows you. Something that brings conversation, reflection, and insight together in one place, and gets better the longer you use it.
He also understood something else: most people who need this kind of support will never ask for it out loud. Not because they do not believe in it, but because they are afraid of what others might think. Grace removes that barrier. No appointment. No label. No one has to know.
The difference is that this time, the customer is someone he loves, and the problem is one that matters to both of them. They have been talking about building something together since 2015. Australia is where it finally happened.
Together
Grace is what happens when someone who understands people deeply meets someone who understands technology deeply, and for both of them, the technology exists to serve the person, not the other way around. Queenie shapes what Grace says and how she listens. Roel builds the architecture that makes it possible. Neither of them could have built this alone.
Grace does not have all the answers. She helps you find yours.
That is not just a tagline. It is what Queenie has believed for twenty years, and what Roel built Grace to deliver. Grace is not an experiment. It is the product of two decades of combined experience, a shared belief that people deserve better support, and a deliberate decision to build something that lasts.
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