“You have to keep building something bigger than just projects.”
In conversation with Edwin van den Broek, co-founder of cpmview
What does it take for an entrepreneur to stay active for nearly twenty years in a market that is constantly evolving? Edwin van den Broek witnessed the CPM market mature — all the while building, together with his partners, an organisation that moves with the market and looks ahead.
“We started at a time when nobody really knew where the market was going.”
“My career began at Deloitte Consulting, where I worked at the intersection of Finance and IT. I found that tension fascinating: translating complex financial questions into workable systems and processes.
Since 2003, I have been active in the CPM market. In 2008, together with Bart van Onzen and Damien Wiegman, I co-founded cpmview. That was in the middle of the financial crisis. I had a young family and no large financial buffers, but I had a lot of trust — in each other, and in the fact that large holdings needed more control over their financial reporting processes.
We noticed that the role of Finance & IT was becoming increasingly important in organisations. Not just reporting what happened, but also steering what is going to happen. That’s where we wanted to play a role.”
From Excel to integrated management
“When I started, the market was relatively immature. Many organisations still relied heavily on Excel. Processes were less integrated and often dependent on individual knowledge.
Over the years, the market has truly matured. CPM software solutions are more integrated and now cover many of the CFO’s priorities. You can see topics such as ESG and international tax issues becoming part of the same software environment where financial planning and consolidation also take place.
For me, what matters is this: technology should help make complexity manageable. Organisations are becoming more international, regulations are increasing, and decision-making needs to be faster. You need systems that support, not slow you down.”
For cpmview, this means that conversations with clients are not just about software, but also about process design, governance, and collaboration between professionals.
Proud of trust
“Starting the company in 2008 remains an important moment for me. Entrepreneurship in uncertain times, with a young family, requires trust. I am proud that we did it together and made it work.”
“What I may be even prouder of are the relationships we have built. Clients such as Inter IKEA, SHV, Park Plaza Hotels, and Windesheim University have been working with us for years. That some organisations return to us after some time says it all for me.
Trust is not built with fancy stories, but by consistently delivering quality.”
Leading without shouting it from the rooftops
According to Edwin, cpmview’s differentiating factor lies not in big words, but in structural choices.
“We invest in training and certification every year. We work closely with our suppliers and closely follow technological developments. But more importantly, we give people the space to deepen their expertise and broaden their knowledge.
Innovation is not something that only comes from management. It needs to be in the team.”
He also sees a clear shift in the consultancy business model.
“Selling only knowledge and hours is becoming a vulnerable business model. The labour market is tight, and technology develops quickly. That’s why we are increasingly focusing on ‘fixed building blocks’ and reusable solutions — things you don’t have to reinvent every time.
You have to keep building something bigger than just individual projects.”
Advice for other entrepreneurs
“Think about scalability. What do you really add? And how do you ensure you can continue to deliver value as the market changes?
Keep investing in people, but also in structure and standard solutions that are repeatable. Ultimately, it’s about sustainability — not just financially, but also organisationally.”
Recharging and staying sharp
“I enjoy playing tennis and walking with my dog. Time with family and friends is important to me. It gives me energy.
I also draw inspiration from conversations with people in the market — fellow professionals, suppliers, and partners. You learn a lot by listening and observing what’s happening around you. Listening to others keeps you sharp. Keeping up with developments is important, but reflection might be even more so.”
The common thread
What stands out in the conversation with Edwin is that forward thinking comes naturally to him. No big words, just consistent choices: investing in people, building long-term relationships, and continually finding ways to make complexity manageable.
Cpmview started at a time when the CPM market was still developing. What began as a business in a crisis period grew into an organisation that moves with the market — and, where needed, anticipates it.
By continuously investing in knowledge, collaboration, and reusable solutions, cpmview brings technology and Finance together in a way that helps organisations maintain control in an increasingly complex environment.
As Edwin himself puts it:
“You can’t stand still. The market changes, so you have to keep building and innovating.”
