As construction and installation businesses across Europe struggle with rising workloads and shrinking administrative capacity, German SaaS platform HERO is expanding its footprint beyond the German speaking market. The company has officially entered the Netherlands, bringing its all in one business software for trade businesses to a market facing similar organisational challenges.
HERO targets small and medium sized trade businesses operating in construction, installation, and maintenance, including plumbers, electricians, installers, carpenters, and landscapers. The expansion reflects growing demand for integrated digital tools that reduce administrative overhead and help tradespeople stay focused on execution rather than paperwork.
Organisation, Not Craftsmanship, Is the Real Bottleneck
According to HERO, the core challenge for trade businesses is not the quality of workmanship, but the organisation surrounding it. Many Dutch tradespeople deliver high quality work but lose valuable time every day managing administration, fragmented software tools, and manual processes that were never designed for their workflows.
As businesses grow busier and larger, these organisational gaps widen. Administrative systems often fail to scale alongside operations, increasing the risk of errors and creating stress for business owners and employees alike. The ongoing shortage of skilled workers further intensifies this pressure, making efficiency gains critical for long term sustainability.
One Platform for the Entire Trade Business
HERO addresses these challenges through a single integrated platform that supports the entire business process. The software covers quoting, order management, planning, project administration, invoicing, and customer communication in one system.
For many trade businesses, following up on requests, managing quotes, coordinating schedules, and keeping customers informed consumes time they simply do not have. To address this, Dutch customers gain immediate access to HERO Copilot, an additional service that automates recurring administrative tasks.
In practice, HERO Copilot can process up to 20 hours of work per month automatically, without the need to expand the team. This creates additional capacity within the business and allows owners and staff to focus on projects and customer relationships.
Building Local Support in the Netherlands
To support the Dutch market, HERO has established a local team led by Country Lead Netherlands Martin Jellema. Jellema brings extensive experience in scaling digital platforms across the construction and installation sector.
He notes that many companies want to digitalise but end up adding multiple standalone tools that increase complexity instead of reducing it. These tools often fail to match the daily realities of contractors and installers, leading to loss of oversight rather than improved efficiency.
By developing software that aligns with real workflows, is easy to implement, and grows with the business, HERO aims to make digitalisation practical and manageable for Dutch trade businesses.
A Logical Next Step for Growth
According to CEO and co founder Dr Michael Kessler, the Netherlands represents a natural next step for HERO’s international expansion. Like Germany, the Dutch market consists largely of small and medium sized trade businesses that are increasingly looking for digital solutions but still rely on traditional systems that do not connect processes effectively.
In a highly fragmented market, HERO sees strong potential for a cloud native, integrated platform that brings clarity and control back to daily operations. The company’s experience in German speaking markets shows that this approach helps trade businesses operate more efficiently and prepare for future growth.
About HERO Software
Founded in 2020 by Dr Michael Kessler and Philipp Lyding, HERO Software develops cloud based business software for trade businesses in construction, installation, and maintenance. The platform centralises all processes, from customer contact and quoting to planning, execution, documentation, and invoicing.
More than 40,000 trade professionals use HERO daily, making it a market leader in the German speaking region. The company employs around 200 people and is headquartered in Hanover, Germany.