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Whale is the company behind the AI SOP software used by teams who would rather document a process once than explain it eleven times. We help companies capture how work actually gets done, turn it into training people will finish, and keep it all current long after everyone’s forgotten who wrote it.
From construction crews to accounting practices, Whale runs the playbook behind +1200 growing companies in 15+ countries.
Whale was co-founded in Ghent, Belgium, by Gary Vanbutsele and Bram Billiet, and is backed by Volta Ventures and Peak.
Companies running on Whale
rating on G2
countries running on Whale
In 2018, our co-founder Gary was running an IT services firm and doing three jobs badly: CEO, firefighter, and the guy everyone asked how to do things. Every answer lived in his head. Every new hire meant explaining it again. Growth wasn’t a strategy problem, it was a knowledge problem.
So he built the tool he needed. Whale started as a way to get processes out of one person’s head and into everyone’s hands, and it turned out a lot of founders were stuck in exactly the same spot.
That’s still the whole job. Document it once. Train everyone. Keep it alive.
Documentation only pays off if people can find it at the exact moment they need it. So Whale doesn’t stop at a tidy library. It puts your company’s knowledge wherever the work is happening.
Whale AI: Ask Alice a question, get an answer with the source document attached. No guessing which version was right.
Integrations, MCP and API: Your knowledge, available to the tools and AI agents your team already uses.
SOP and checklist templates: Hundreds of ready-made starting points, because a blank page is where documentation projects go to die.
Whale Certified Consultants: Independent experts who implement Whale for teams that want a hand doing it properly.
Security at Whale: How we protect your company’s documented knowledge, and the controls behind it.
We don’t believe you just stick the values on a wall somewhere. We live and breathe them in everything we do from product to meetings to team feedback and more.
We own our mistakes and are honest at all times. We can tell each other the truth because we trust each other.
➡️ Our weekly “No pain, no gain” team meeting where feedback is openly received and given is just one example of how we live this.
We will always be reaching for the moon, and the stars beyond but remain grounded because we know that growth always has a solid foundation.
➡️ We put the team above individual performance and always strive to achieve more than before.
We’re obsessed with our customer’s journey not just within Whale but within their own business, reflecting on the outside how we look and feel on the inside.
➡️ If we’re not the easiest company to work with, we ask for feedback making sure that we resolve obstacles immediately.
We’re a team of 20 people in Ghent, Belgium, and we use Whale to run Whale. Our own onboarding, our own processes, our own slightly embarrassing internal SOPs.
If you’re SERIOUS about shipping, then check out our open roles. If not, this definitely isn’t the ocean for you.
Whale is a Belgian software company and the team behind Whale, the AI SOP and process documentation platform. Whale helps growing teams document how work gets done, train people on it, and keep it up to date. The company operates as Whale BV and serves customers in more than 15 countries.
Whale was co-founded by Gary Vanbutsele and Bram Billiet, and Gary still leads the company as CEO. He started building Whale in 2018 while running an IT services firm and hitting the ceiling of what one person’s knowledge could support. The platform launched publicly in 2020.
Whale is headquartered in Ghent, Belgium, and that is where the team works from. The majority of Whale’s customers are in North America.
Yes. Open roles are listed on the Whale careers page. We hire across engineering, sales and marketing, and we’re happy to hear from people even when nothing’s posted.
We get asked this a lot. Whales are the biggest thing in the ocean and they got there by moving as a pod, passing knowledge between generations. Also, we just like them. Quite a lot.
We have a Whale in the office and everyone who works at Whale is called a Whalee.
