Towards 2030

Over the past four years, we have transformed ourselves from over 80 small and mid-sized companies into a powerful group of eight strategic core companies, supported by several specialist activities in four key markets. We now operate under one brand with a shared culture. This transition was about more than structure. It was about focus, impact and efficiency. We streamlined our businesses and set a clear ambition: to become thought leaders in our markets. This has made us more recognisable – not only to customers but also in the labour market and across all the countries in which we operate.

This transformation has created momentum, but it also brings new challenges. Customers, employees and society now expect more from us. Customers see us as one Vebego, and they expect us to act accordingly. Our financial performance must continue to improve, as stronger results give us the freedom to help even more people to be at their best. We also have a responsibility to listen to and support (potential) employees, many of whom face economic pressures, job insecurity and the increasing impact of technology on work. Meanwhile, as a company with a strong social mission, we face growing demands from society, even though our social value is not always fully recognised.

In a world that feels increasingly divided, our role in creating opportunities, dignity and purpose has never mattered more.

In 2024 we launched a programme to shape our strategic direction for the coming years. The broad outlines are in place, and in 2025, we will define what it takes to turn this strategy into reality across the organisation. This means rethinking how we develop and support our employees, build lasting partnerships, use technology and data, improve efficiency and collaboration (the power of the collective), refine our business models and strengthen our brand. These are essential building blocks for the next phase of our journey.

People first

We are a people company. We put people first. Attracting, retaining and developing people is key to our success. Our future depends not only on what we do but on how we create a workplace where people can thrive. Because when our people grow, our customers grow too. And society benefits. This is not just a belief. It is a choice. It means putting people before work. Prioritising long-term relationships, not quick wins. Making sure our people feel supported, safe and challenged. Being the kind of employer that empowers people to build good lives for themselves and their families. We do not just want to shape Vebego. We want to inspire other businesses to stand up for their people where others have stopped. This is the future we are building. A company where people thrive. Where customers grow. Where we create lasting impact. This is how we bring out the best in our people – so they can do the same for the world around them.

This focus on people has not gone unnoticed. During CHRO Day 2024, our Chief People & Culture Officer, Poléanne Vluggen, was named CHRO of the Year! This was a powerful recognition of the journey we’re on. The jury was impressed by how a people-first approach can go hand in hand with strong business performance.

My Report