Expanding into a new market is not for the faint of heart. There’s a mix of uncertainty and opportunity with the thrill of building something from the ground up and the challenge of earning every inch of progress. For sales professionals, it’s the ultimate test of vision and resilience, one that drives the best talent forward: you’re not just selling a product, you’re shaping a market’s first impression of it.

That’s the journey Hidde de Koe, Head of Benelux at Frends, has embraced since joining the company in 2025. Tasked with introducing Frends’ AI-driven integration and automation platform to one of Europe’s most competitive regions, Hidde saw not only the challenge but also the immense potential.

“At Frends, it was almost completely a white-space market. The impact my work could have here was huge,” he says. “I already saw in the dashboard what percentage my customer base represents in the business. Depending on the market, it could mean millions in revenue.”

Winning in a mature, competitive market

From the very beginning, the mission was clear: scale Frends in a market that prizes innovation but demands proof. Benelux enterprises are known for their maturity when it comes to integration and automation — many have seen dozens of tools and platforms come and go.

“It helps a lot that we’re a European company,” Hidde says. “European companies must navigate strict privacy, AI and compliance regulations — and that’s exactly where we stand out. With Frends, those conversations become much smoother. We offer a fully European platform built for compliance and powerful enough to compete head‑to‑head with the largest American players. And with no compromises on capability.”

That’s where Frends’ unique strengths came into play. Built on a modern .NET architecture, with low-code design, AI-powered observability, and a platform that connects IT and business users, Frends stands out by making automation both intelligent and transparent — an easy choice for enterprise customers looking to improve from their current, usually far more costly, solution.

“What really stood out is how quickly we move from ‘this is going to be there’ to ‘it’s here.’ That’s really cool,” Hidde says. “We can already help companies put AI to use in processes they might already have or for new use cases they’re looking at. It’s a great entry point for Frends.”

Turning innovation into customer impact

Those moments of customer impact are what drive him. To make sure he’s getting there, partners are key.

“Going from people never having heard of Frends to at least some people having heard of us and thinking fondly of it — that’s been the biggest challenge,” Hidde says. “We worked with an external partner to get a lot of meetings quickly and focused on expanding locally with one of our portfolio company customers. This led to new logos in the first six months and many active opportunities.”

Hidde credits the early success to Frends’ product philosophy: innovation that’s practical and transparent. “It’s so easy to see what’s happening in processes, the business and IT can brainstorm where to plug in AI — to analyze data, summarize information, or even route issues automatically,” Hidde says. “That transparency means the business can fix problems themselves without waiting on IT. IT, in turn, spends less time on maintenance and more on creating new integrations and AI use cases that help the business move faster or even open new products.”

Empowered by culture and collaboration

But scaling isn’t just about product strength — it’s about people and culture. And that’s where Frends’ way of working has proven decisive.

“Frends is a really flat organization. You can reach out to anyone, and everyone is motivated to help you win the deal. Nobody is protecting their own little space. We’re all here to make sure we win more deals and grow stronger as a company,” he says.

“We’re fulfilling that challenger role, and people really like that. After a lot of hard work, things are starting to roll more and more. I’m learning tons every day, and I love that.” Hidde de Koe, Head of Benelux at Frends.

It’s a culture that combines ambition with autonomy — one that empowers employees to make bold moves in their markets while being backed by a global team of experts.

Join the journey

For those considering joining Frends, especially in sales or leadership roles in new regions, Hidde’s message is clear: this is where you can make a real mark.

“If you’re a self-starter who loves the challenge of breaking open a market, and you like the opportunity that comes with that — this is the place for you. Every deal matters. That’s what makes it exciting.”