Amsterdam-based Group25 raises growth capital from MGF: Here’s why

Amsterdam-based Gen25 (part of Group25), a company that provides strategic consulting and software development on the Salesforce platform, announced on Friday (July 15, 2022) that it has raised fresh funds after extending its collaboration with investment partner MGF.

Prior to this, in 2015, MGF invested in Group25 and since then, the company claims to have grown almost tenfold. In 2009, Gen25 became a Salesforce consultancy partner and held its position in the Salesforce network. This “unique” position, together with the growth of the CRM platform, boosted the growth of Gen25.

This injection of growth capital is not the first collaboration with MGF. In 2015, MGF joined Group25 as a shareholder by providing growth capital. Since then, the organisation has grown almost tenfold.

Stefan Damen, partner at MGF, says, “Group25 is a distinctive player in this market segment with Gen25 and applications such as Booker25. Salesforce is a global leader in cloud-based CRM software and the market for it continues to grow. In combination with the professional approach and organisation of Group25, we foresee many further growth opportunities. We are very happy with the natural partnership that we have been able to shape with Gijs Martens and are therefore excited to support Group25 in this next phase.”

Capital utilisation

This development will help Group25 to accelerate its international growth of Booker25, a limitless booking system for all industries and businesses of any size. Booker25 developers use the Salesforce platform to make any booking need possible, including handling gym classes, educational courses, car reservations, or salon appointments.

Group25 will be able to further accelerate expansion, thanks to MGF’s additional investment, particularly in the applications sector. The position is set aside for Booker25 which is already utilised in a number of industries across the world.

Gijs Martens, CEO and founder of Group25, says, “We see an increasing demand for smart digital solutions, even more than 2 years ago – before Covid-19 – companies are looking for integration options to create a digital platform.” 

When it comes to CRM platforms, Salesforce is one of the industry leaders globally with a market share of over 20 per cent. 90 per cent of businesses that use Salesforce also install authorised software from the Salesforce Appexchange, according to research, which helps the platform run more smoothly.

Martens adds, “We are responding to this with the further expansion of Booker25, because the economy is not only becoming more digital, but also more flexible. Servitization, on-demand economy and other usage-based business models are popping up everywhere. Just think of meal boxes, bicycle subscriptions, private lease options and flex offices. To run this business smoothly you need an application that combines the power of Salesforce with the ability to make complex planning issues simple for customers and employees. Thanks to Booker25, the entire value chain of a flexible business model can be supported on the Salesforce platform. I am pleased that with the new investment from MGF, we can further expand our strong position.”

Brief about Gen25

Founded in 2006 by Gijs Martens, Gen25 provides strategy consulting and software development on the Salesforce platform. It has developed its own apps, such as Booker25, Checkin25, Social25, Subscription25, and Tickets25, that help a business benefit from a high level of IT efficiency.

With over 70 employees in offices in Amsterdam and London, Gen25’s aim is not to be the biggest technology company, but to be the “best” independent digital innovation partner with a personal approach.