Our mission is to create simpler, easier, and more meaningful connections, across the digital divide

So we all have more time for those we love most.

Who We Are.

A man and woman taking a selfie on a boat, both wearing sunglasses and hats. The man has a beard, is smiling, and wearing a navy blue cap and T-shirt. The woman is smiling, wearing a beige cap and large sunglasses.
Gray cat with blue eyes lying on a red cushion in front of a wooden wall.
A smiling man with glasses and a beard and a smiling woman with sunglasses and hoop earrings on a boat at sea.

We are a happy little nerd couple, living and working in the Netherlands. We’re combining our many, many decades of technology and business experience to build products and experiences that make people’s lives easier, better, and happier—most especially our own.

If we wouldn’t enjoy using it, we’re not building it.

Bearing Straight's logo is of a compass rose with four main points and two smaller points, shown in light blue on a dark blue background.

  • Founder & Director

    Crystal has 30 years of business and technology experience, having worked for some of the world’s biggest brands, including Salesforce, ADP, The Home Depot, and more. She focuses on research and strategy for marketing, product, sales, and customer service teams, but she also loves working with small business owners helping them grow and scale their businesses.

  • Technology consultant

    As head of technology for Bearing Straight, Lynn provides technology strategy from automation to tech stack optimization for small and mid-sized businesses. He’s transformed companies in financial, insurance, retail, technology and information services industries. And, as a former business owner of multiple companies, Lynn has a passion for helping small businesses succeed.

  • Chief Culture Officer

    Ghost manages the day-to-day backoffice needs, such as holding down the sofa, watching the birds outside the window, and caterwauling during conference calls when he feels neglected—which is often.

What We Do.

We build digital experiences people love—even if they don’t love the task itself.

100s of companies & projects

60+ years combined experience

2 people

And, 1 lazy cat.

A woman presents with sticky notes on a whiteboard in a meeting room, while four people listen and take notes around a table with laptops.

How We Do It.

We deliver frictionless digital experiences that are natural, pleasant, and authentic through strategy steeped in customer-centric research.

Learn About Our Services

Let’s Chat

Whether you have an idea for a product or have a troublesome process you’d like to improve, we’d be happy to talk.

Contact Us