Visma’s growth journey in turbulent times | The exponential growth of the Benelux division

September 5, 2023

During this Vision Dinner, John Reynders, Area Director Benelux at Visma, will give a key-note on the growth journey of Visma Benelux, and the unique choices they made in the process. How do you attract and retain this number of human capital in the face of market scarcity? And how does Visma’s take-over philosophy differ from the more traditional strategies? John Reynders will discuss the dilemmas and opportunity that arose on Visma’s growth path, and the challenges that lay ahead. With John’s years of experience both in the sector and in managerial roles, you are ensured of an evening filled with inspiring perspectives and critical discussion. We cordially invite you to this event.

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

John Reynders, Visma

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John Reynders

Area Director Benelux

Mr. John Reynders has been Area Director Benelux at Visma since September 2019. He started his career at LogicaCMG, after which he joined Microsoft the Netherlands in 2005. Here he filled several local and international managerial and executive positions , such as Chief Marketing Officer, Chief Operations Officer and Director Microsoft Dynamics and Digital Transformation Western Europe.

Mr. Reynders obtained a degree in Geo Physics from the University of Utrecht and participated in programmes at INSEAD and Nyenrode Business University.


Visma Software BV is a subsidiary of the Norwegian Visma AS, market leader in Scandinavia.

Visma Software helps entrepreneurs move forward with smart cloud software for accounting, financial, wholesale and project administration and accountancy. More than 40,000 organisations in the SME, large corporate and semi-public sector already work with our software.


Back in 2019, Visma Benelux existed of 200 employees and had acquired one business. In just three years’ time, the company grew to 4000 employees and 40 portfolio companies, all in the face of a disruptive and uncertain economy. Meanwhile, employees belong to the top 5% most satisfied in their sector. How did this regional division realize such an exponential growth, seemingly without sacrificing on quality and culture? It’s a question Area Director John Reynders often hears.


Location: Visma's office, Veenendaal

17:30 | Doors open
18:00 | Program
20:30 | End


Executive board members: CEO’s, COO’s & CFO’s

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

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