About SimplyComplai

SimplyComplai was founded by Frits Keij, an entrepreneur in the ICT sector, former lawyer, and experienced mediator. Throughout his career, Frits has initiated and managed numerous strategic partnerships, both nationally and internationally. Again and again, he saw how collaboration and sharing expertise could lead to success that once seemed out of reach.

This insight became a core principle in his company, Axell Systems, where he applies the same approach as business partner of his clients. The company’s motto says it all:

It pays to be nice.

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Making regulation manageable

SMEs today face increasing pressure from national and European regulations. Keeping up with compliance takes valuable time away from running the business and limits earning potential—especially when good staff is hard to find.

Axell Systems responded to this challenge with initiatives based on the power of working together. One successful example is Erisietsmisgegaan.nl, a platform that helps smaller healthcare providers manage client complaints efficiently.

By law, care providers must be part of an official complaints and dispute resolution body. For small businesses, this can be expensive. Erisietsmisgegaan.nl keeps costs low through smart automation, without compromising quality.

✅ More than 14,000 care providers have already joined
📈 Growing by over 15% each year
💸 Shared costs, free complaint handling
⚖️ Fewer than 1 in 500 complaints reach the disputes committee

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Why SimplyComplai was created

The success of Erisietsmisgegaan.nl inspired the next step. Frits explains:

“I’ve never liked bureaucracy or making endless lists just to satisfy an auditor. It takes you away from what really matters. That’s not to say compliance isn’t important. I fully support the goals of the new European AI Act. AI can do a lot of good, but if misused, it can also cause serious harm.”

As a former lawyer, Frits can easily read and understand legal texts. But most entrepreneurs in the SME sector don’t have that background. Large corporations can hire compliance officers and legal teams. Small businesses usually can’t.

And yet, the rules and potential liabilities apply to everyone.

🗣️ Many SME owners say:
“The AI Act doesn’t affect me until 2027, so I’m not worried.”

But just because the law isn’t fully in effect yet doesn’t mean mistakes can’t cause real damage or lead to claims.

That’s why he created the Compliance Scan: a free, simple tool that helps business owners identify what kind of AI user they are and which rules apply to them. The next step will be the SimplyComplai Gap Analysis, which shows how well you comply with the regulations and where you can improve.

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Simple, collective, and fair

SimplyComplai is designed to offer effective support at a low cost. By working collectively, we can keep the quality high without driving up the price.

Our aim is not maximum profit, but maximum impact.

We run a solid and healthy business, ensuring our services are available now and in the future.

💡 The SimplyComplai Scan is completely free.
📢 In return, we only ask that users share it with other entrepreneurs.
🔧 This helps us build the Gap Analysis and a Toolbox of practical documents and procedures.

These resources will help businesses meet the documentation requirements of the AI Act more easily and affordably.

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“Together, we make AI compliance simple, responsible, and accessible to all.“

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Want to Learn More?

If you want to dive deeper into AI compliance, risk management, or the EU AI Act, check out:

📚 Our latest articles on AI compliance.
❓ Our FAQ section for answers to common questions.

Still have questions? 📩 Get in touch with us today.

Because when it comes to compliance, waiting is the real risk.