We turn business challenges into impact

For over a decade, Heroku provided businesses with a critical competitive advantage, speed to market. By eliminating infrastructure bottlenecks, it allowed organisations to rapidly launch web applications and execute complex Salesforce data integrations.

Looking back at 2025, many initiatives born of pressure will have quietly become permanent structures in your organisation. They’re locally rational: they unblock dependencies, address specific problems, and sometimes help teams ride the AI wave. But when they persist, they don’t just solve a problem. They become how the business operates.

Great news! Gen25 has been recognised by Consultancy.nl as one of the best consulting firms in the Netherlands across five important domains: IT Strategy, Digital, CRM, Marketing and AI & Gen AI. This recognition highlights the most trusted and influential consulting firms across nearly 40 industries and areas of expertise. The ranking is based on client and consultant surveys, combined with an assessment of factors such as service quality, reputation, project track record and thought leadership. In total, more than 1,400 consulting firms were evaluated for the 2025 edition.Being recognised across multiple domains underlines the breadth of Gen25’s work and the impact created together with clients.

In 2025, AI stopped being a buzzword and became something else entirely: part of everyday work. Not just in innovation labs or side projects, but inside CRM systems, inboxes, office tools and customer service channels. To make sense of these developments, two of Gen25’s rising experts shared their perspectives: Jessie Guo on the business consulting side and Bart Combee on the technical consulting side. Together, they outline in this article what happened to AI in 2025 and how organisations can move forward into 2026.

Enterprise architectures resemble vast river systems: many sources feeding into a single big flow of information. Leads bubble up from fresh springs, while opportunities and orders join from deeper underground channels. Legacy data seeps in like meltwater from distant glaciers, slow yet persistent, carrying sediment from systems long forgotten. Cases, tickets and issues surge downstream after heavy rainfall: bursts of customer activity that swell the current. And through it all, the data keeps flowing and brings value to applications, platforms and people.

Dreamforce 2025 opened with a bold vision for the future of Salesforce: the rise of the Agentic Enterprise. With Metallica performing live under the motto ‘Nothing Else Matters’, the message couldn’t have been clearer: data and intelligence are what matters most in this new era of AI.

Agentic AI is surrounded by myths: from fears of job loss to security risks. In this article, we break down three common misconceptions and show how it really works in practice.

Discover how Gen25 can transform healthcare systems in the UK by addressing workforce shortages, outdated systems and patient care challenges. Learn how (Agentic) AI can enable smarter, more efficient and more personalised healthcare.

In the rapidly evolving med-tech industry, efficient scheduling and resource allocation are not just operational efficiencies, but critical drivers of innovation and patient care. At Gen25, we specialise in partnering with healthcare organisations to transform their complex challenges into streamlined, scalable solutions. This case study highlights our collaboration with PROCEPT BioRobotics, a leader in surgical robotics, to optimise their operations through the strategic implementation of GoMeddo.

AI is no longer a question of “if,” but “how.” At Gen25, we’ve seen organisations struggle to turn AI ambitions into real-world value. That’s why we developed a practical, phased roadmap to guide enterprise AI strategies from exploration to execution. In this blog, we break down the framework—from identifying high-impact use cases to scaling successful pilots—so you can drive measurable results with confidence.

We're excited to announce that Gen25 is a Platinum Sponsor at Salesforce World Tour Amsterdam 2025! Discover how AI is revolutionising the Salesforce ecosystem, visit our booth for expert insights, and don’t miss our special presentation on TCC’s AI journey. Ready to explore the future of AI-powered business transformation? Join us there!

Exciting news! Gen25 has teamed up with Certinia to bring cutting-edge solutions to professional services firms. Learn how this partnership leverages Salesforce to optimise operations and drive growth.

At Gen25, we believe in using technology to create a meaningful impact. Our collaboration with the Andrew Simpson Foundation (ASF) has strengthened the Swim Free programme, ensuring children from Royal Navy families gain access to free swimming lessons through improved communication, seamless registration, and efficient booking systems.

"If change is the consistent factor, let's empower organisations to grasp the potential and turn it into progress." As James Cronyn steps into the role of Director of Business Consulting at Gen25, our firm stands ready to guide clients through their transformation journeys.

With the start of the new year just behind us, we’re happy to bring you a preview on how we plan to continue operating in the UK market and what developments we see coming.

Boat Bike Tours is redefining customer experiences by adopting cutting-edge AI and Salesforce’s Agentforce. Learn how these technologies are helping them streamline operations and deliver personalised service. At the end of the article, you'll find a video from CEO Laurens Winkel, sharing insights into their AI journey.

How is AI transforming the way businesses grow, connect, and succeed? At Gen25’s Business Challengers event, we explored the practical and inspiring sides of AI—from decoding monkey "names" to revolutionizing customer experiences with tools like Salesforce Agentforce. Dive into our insights, solutions, and strategies to discover how AI can empower your business.

Missed the Gen25 Business Challengers event? Catch the highlights of this inspiring day filled with expert insights, AI-powered solutions like Salesforce’s Agentforce, and hands-on workshops. Watch the aftermovie to relive this great day!

AI is transforming industries and opening up new competitive opportunities. But successful AI adoption requires more than just technology—it demands the right strategy, careful planning, and a clear focus on ROI. Discover how Gen25’s expert team can help you craft a tailored AI approach, avoid common pitfalls, and fully leverage AI for lasting business impact.

Everyone’s talking about Salesforce’s Agentforce, but what does it really mean for your business? Discover how this powerful AI-driven platform is changing customer service with personalised insights, automation, and real-time analytics. With Gen25 as your partner, learn how to make the most of Agentforce to revolutionise your support strategy and stay ahead in the AI era.

With Salesforce Dreamforce ‘24 just behind us, we’re very enthusiastic about the full launch of Agentforce, which complements the existing Salesforce Cloud modules and Salesforce Data Cloud with an interactive activation layer. Agentforce enables organisations to make their data and data-driven interactions more actionable.

Find out about the trending topics discussed at Salesforce World Tour London 2024, the future of AI integration in UK businesses and our AI readiness assessment tool: the keys to preparing your business for sustainable growth and innovation.

Read about how Salesforce Net Zero Cloud enables companies to achieve sustainability through innovative tools and strategies: From improving brand reputation to reducing costs, learn more about this solution geared towards a more sustainable future.

Gen25's inspiring journey from a startup to a top Salesforce implementation partner. Learn about our growth, milestones, and the culture of resilience and innovation that defines the company and its vision.

During Christmas 2023 we donated to Leo's Primary School in Tanzania as part of the Pledge 1% initiative organised by Salesforce. Joost Broekhoven, during his sabbatical, decided to do a volunteering experience and contribute to the construction of essential furniture for the school, improving the learning environment for disadvantaged children. To find out more about Joost's adventure, read this article.

Discover how businesses can harness the power of data and AI with Salesforce to drive growth, improve customer engagement and streamline operations. Leverage Gen25's expertise and unleash the full potential of your business.

The business challenge Business growth is at the heart of all business strategies, and we certainly experienced this at the Salesforce World Tour Amsterdam event. The Amsterdam event highlighted Salesforce's innovative solutions and their role in solving growth challenges. Find out more about this challenge and how Gen25 and Salesforce can help you gain the keys to sustainable business growth.

2023 has been a year of great achievement for Gen25, and our team's successes were joyfully celebrated at our recent Christmas party. We are in a fortunate position, but these moments remind us that not everyone is. As part of our annual commitment to donate to charities with the Pledge 1% initiative, this year we decided to make a donation to the Rainbow Foundation and Leo's Primary School & St. Michael's Hospital.

We are excited to share news of a strategic partnership between Gen25, as a leading in Salesforce implementation partner and Druva, an expert in cloud data protection and management. This collaboration bring data resilience to integrated Salesforce platforms across different industries in the Netherlands and the UK.

Yes! Proud we can add one more to the collection! Gen25 is awarded a FDGazelle again for being one of the fastest growing companies in the Netherlands. Also want to work on scalable growth in your company?

Gen25 proudly celebrates a new collaboration - a partnership with Valori!

Op donderdag 27 juli verscheen in MT Sprout een artikel op basis van een interview met Gijs Martens in de hoofdrol. Gen25 heeft een jarenlang trackrecord om bedrijven op te schalen of te transformeren met digitale technologie.

Salesforce is a powerful customer relationship management (CRM) platform that can transform the way organisations manage their customer data and interactions. However, implementing Salesforce is a complex process that requires expertise and experience. Many organisations try to implement Salesforce on their own or with independent contractors, but working with a professional Salesforce implementation partner is often the better option. In this article, we’ll explore the reasons why.

“At a boutique player like Gen25, in addition to knowledge, personal attention and trust from colleagues and customers are also important. In order to properly guide our growth and give everyone the attention they deserve, Jan Dost will take up the role of Managing Director of Gen25 from March 25, 2023,” says Gijs Martens, CEO of Gen25. Gijs Martens will remain active as CEO of Gen25.

2022 was a great year for Gen25, we are very happy with our team and the succes we celebrated at our Christmas party yesterday. We are in a fortunate position, but these times also remind us of the fact that's not the case for everyone and makes us think about those less fortunate. That is why this year we have chosen to donate to Jeugd Fons Sport & Cultuur and BurgerssSport to give something back to the community.

It's been one month since the Gen25 Open when we invited players from the Netherlands' most exciting scaleups and startups to participate in a thrilling Padel Tournament. The event was a big success with over 60 enthusiastic players and the optimal conditions for great rallies and high-quality networking.

It's not you, it's me' 💔  Maybe your are thinking about a complex lovestory of some sort if you read the first phrase. And if so, you are right. Winning the heart of customers and become a lovable and preferred brand is more and more about personalisation. “Customer service has never been more important than today.” is the opening statement on the Salesforce event page of the Heart of Service Summit. Gen25 is a proud sponsor.

Salesforce positioned itself as a fully connected platform solution and is living up to this promise with ongoing innovations. We discussed Salesforce cloud integration, CRM Analytics, Einstein and Mulesoft in our whitepaper on data and CX. Additionally, at Dreamforce ‘22, Salesforce launched a new data concept; Salesforce Genie. So how does this fit into the total package and what value can be generated with Salesforce Genie?

As a retail company you have to have a lot in store to keep your customers happy or bring new customers in. Consumers are more demanding and show less patience in the fulfillment of their requests. But when you get your customer experience right, the rewards are very stimulating; 89% of customers are likely to make another purchase after a positive customer experience.

Last week, we celebrated another important milestone in the Nexus project with GGN. Gen25 is bringing all GGN’s activities to Salesforce via this project that is divided over various plateaus. It was great to celebrate the go-live of the new mobile application for GGN’s bailiffs. This mobile application is developed using Salesforce Field Service.

Gen25 is now an official MuleSoft partner! As a Salesforce partner we know how important data integration is in building a platform solution for our clients, so we are happy to be able to offer the MuleSoft integration solutions.

Based on Salesforce, Gen25 built a platform that turned a 90% drop into a success story of growth for a company running a flexible business model.

Gen25 has developed a completely new portal for GGN Clients with Salesforce Experience Cloud. This portal, called ‘MijnGGN', offers GGN clients an overview and insights into their open cases, so that they can make informed decisions.

In 2009, Gen25 (part of Group25) was the first Salesforce consultancy partner in the Netherlands. Gen25 has had a strong position in the Salesforce network from the start. This unique position, together with the rapid growth of the CRM platform boosted the growth of Gen25.

On June 28, the Werkspoorkathedraal in Utrecht will be a place of inspiration and connection with the biggest Salesforce in-person event in The Netherlands this year. Gen25 is happy to join as a platinum sponsor and bring our story about accelerating your business and reimagining customer experience with data, AI and automation.

Gen25 is a proud sponsor of the Retailer of the year awards in the Netherlands! In the ‘Retailer of the Year' election, 1.5 million consumers gave over 2.7 million reviews about their favourite retailers in the most recent edition of the election.

Digital transformation is the process of using digital technology to modify or create new business processes, culture, and customer experiences to meet changing business and market requirements. Making digital technology work relies heavily on successful implementation. With Salesforce as the leading CRM system, let’s dive into the success factors of an implementation and how a SI-partner can help.

Read Alina Smit’s interview and find out how Academy25 kickstarted her Salesforce consultancy career.

On march 15, 2022 Salesforce hosted a special partner award ceremony for its most successful partners in the dutch ecosystem. Gen25 received the Salesforce financial services award and was additionally nominated as a top three contentor for the Salesforce retail and consumer goods partnership award, Salesforce connected ecosystem award and the Top EBU alignment partner collaboration award.

Data and value, they seem to be totally entangled, with more data leading to more value. Indeed, data has the potential to create new value, but data has no ambition of its own. Talking about ambition in a business context, Gen25 has launched a whitepaper on how to create a future-proof customer experience platform using data, AI and automation.

In 2021, Gen25 has taken training and development to the next level with the launch of Academy25. In this article, we review the Academy25 program together with Jan Dost, COO of Gen25.

FinDock, the Salesforce native application for connecting payment data to Salesforce, and Subscription25, the Salesforce solution that tracks subscription contracts and takes care of invoices, are proud to start working as partners. "Together we offer a complete invoice-payment solution in Salesforce".

This in-depth review will dive into GoMeddo’s features, ideal use cases, and setup effort, as well as the different ways this app could be a great addition to your Salesforce org.

New customer support executive strengthens client focussed teams of Account Executives and Consultants.

Beginning February 1, 2022, Salesforce will require customers to use Multi-Factor Authentication (MFA) to access Salesforce products.

Getting rapid scalability right is about creating the ideal balance between addressing market potential and ensuring product delivery

Gen25 has been granted with an FD Gazelle, the award for the fastest-growing companies in the Netherlands

Turning one-time shoppers into loyal customers is all about customer service. According to research, 89% of all customers are more likely to make another purchase.

CRM helps successful scale-ups to make strategic decisions based on data. It answers the most fundamental questions that are essential for focus, positive ROI and efficient growth.

In 2021, Gen25 has taken training and development to the next level with the launch of Academy25. In this article, we review the Academy25 program together with Jan Dost, COO of Gen25.