Booker25 will further expand its international reach in the coming years with a new investment through MGF. Booker25 is a Salesforce scheduling application that enables companies to easily bring their flexible business model or servicing proposal to their customers. The application thus offers a solution for companies that want their customers to plan and use products or services on the basis of a subscription or reservation. In Europe, Booker25 is already being used in a large number of countries, the new investment should also accelerate growth in America from the 4th quarter of 2022.
In 2009, Gen25 (part of Group25) was the first Salesforce consulting partner in the Netherlands. Gen25 has had a strong position in the Salesforce network from the start, this position, together with the rapid advancement of the CRM platform, accelerated Gen25’s growth. To optimally meet the high demand for digital transformation in combination with the flexibility of business models, Group25 has since 2015 also developed its own applications on the Salesforce platform. The goal is to increase the international expansion of these apps. This ambition can be realized with the new capital injection from MGF.
This new injection of growth capital is not the first collaboration with MGF. In 2015, MGF already joined Group25 as a shareholder by providing growth capital. Since then, the organization has grown almost tenfold. MGF’s new investment will allow the company to further accelerate growth, especially in the application area. The leading role is reserved for Booker25, the original Salesforce booking platform already used in several sectors worldwide.
Gijs Martens, CEO and founder of Group25:
“We see that the demand for smart digital solutions is only increasing, companies are still looking more than 2 years ago – before Covid-19 – for integration opportunities to build a digital platform with.”
Salesforce now has a global market share of more than 20% when it comes to CRM platforms and is by far the world market leader. Research shows that 90% of organizations using Salesforce also install an officially certified app to further optimize the platform.
“We are responding to this with the further expansion of Booker25, because the economy is not only becoming more digital, but also more flexible. Servitism, on-demand economics and other utility-based business models are popping up like toadstools. Just think of meal boxes, bike subscriptions, private leasing options and flex offices. Then you need an application that combines the strength of Salesforce with the ability to make complex scheduling issues easy 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 capital injection from MGF we can further expand our strong position, ”says Gijs Martens.
Stefan Damen, partner in MGF, about the investment:
“Group25 is a significant 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 organization of Group25, we anticipate many additional growth opportunities. We are very pleased with the natural partnership that we have been able to form with Gijs Martens and are therefore pleased to support Group25 in this next phase. ”
Group25 consists of a rapidly growing consulting business unit for Salesforce implementations (under the Gen25 brand) and also develops its own applications (such as Booker25). The company has offices in Amsterdam and London and currently employs 70 people.
About the investment fund: MGF
MGF invests in promising SMEs that need venture capital for a management buy-out or for growth. One of the motives behind MGF is to ensure the continuity of family businesses. MGF participates exclusively with minority interests. The foundation aims to be a natural partner for SME entrepreneurs. As a major investor, Rabobank has an attractive solution for growing SMEs.
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