For whom
Founder-led software and professional services companies that are successful but stuck, and shareholders who want to make a portfolio company more transferable.
→B2B SaaS, €5-15M revenue, 30-80 employees
→Founder/CEO looking to take a next step: organising succession and/or making the business ready for sale
→Companies with a strong product that want to sharpen their commercial model: segmentation, pricing and sales structure
→Management teams ready for the next growth phase, wanting to structure the organisation to enable external financing or a new owner
→Founders who understand the next phase looks different, requires different choices, and are looking for a sparring partner to work through that
→VCs or lower mid-market PE firms with a portfolio company in this phase
Background
I have been through the transition from founder-led to structured organisation myself: as a CEO, as an operator and as an advisor. I grew up in a family business and understand the dynamics of ownership, transfer and the entanglement of family and company from the inside. I understand the tension between building, letting go and handing over. Not from theory, but from experience.
2025-2026
Director Product Strategy & Marketing
LOGEX
Responsible for redefining the company's product strategy around 'data-driven decision-making in healthcare'. Portfolio choices, positioning and go-to-market towards hospitals and health insurers, with a clear line between what the product does and which decision-making problem it solves.
2023-2024
Commercial Director / Sales Director Patient Engagement
LOGEX
Built out the commercial organisation and go-to-market for an enterprise health IT product within a Thoma Bravo-backed environment. Implemented the SaaS commercial playbook: value-based pricing in collaboration with Simon-Kucher, ARR governance, structured sales motion and customer success as the retention foundation. Hands-on experience with product management methodologies including jobs-to-be-done and outcome-based roadmapping, and translating PE operating logic into daily commercial practice.
2014-2022
CEO & Founder · Brightfish B.V.
Mobile healthtech SaaS for hospitals
Nearly ten years as founder-CEO of a B2B SaaS company in health IT: EMR integration, workflow improvement and mobile applications for healthcare professionals. Completed the full cycle: from product-market fit and first customers to building a management team, integration into a larger organisation and eventual transfer. Direct experience with the tension between founder dependency and scalable organisation, and what it concretely takes to make that transition without letting everything collapse.
2013
MBA · INSEAD
Fontainebleau / Singapore
Full-time MBA at one of the world's leading business schools. Focus on strategy, finance and leadership in an international context. Broad exposure to PE thinking, value creation and business transfer. The foundation for the work Mutando does today.
2010-2013
Management Consultant & Certified Outsourcing Professional
Quint Wellington Redwood (now: Eraneos)
Advised large organisations on IT governance, sourcing strategy and organisational design. Worked with the eSCM framework (eSourcing Capability Model) for outsourcing assessments and vendor management. Certified Outsourcing Professional (COP). Core of this work: how do you structure a service so it is transferable and manageable, independent of key individuals. The same question that sits at the heart of founder-led SaaS.
2007-2010
IT Management Consultant
Logica / CapGemini
Advisor at the intersection of IT and organisation for large clients in the public and private sector. Applied frameworks including ITIL (IT service management), ASL & BiSL (application and information management) and PRINCE2 & MSP (project and programme management). Learned how to structure complex service delivery with clear accountabilities, manageable processes and transferable documentation. The basis of any well-functioning organisation, including in SaaS.
Before 2007
Master of Science Business Strategy · Rotterdam School of Management, Erasmus University
Also founder & entrepreneur · Sinx.nl (web design agency)
Academic grounding in strategy, organisational theory and business economics. In parallel, active as an entrepreneur in digital services. Early experience with client relationships, proposition development and the practice of running a small business.
Sector expertise: health tech
Alongside my generalist advisory work, I have built deep knowledge of the health tech ecosystem in the broadest sense. This spans hospital information systems, clinical data analytics and decision support, to the financing logic of hospitals and healthcare institutions, both for-profit and non-profit.
I understand how industry players, from medtech to pharma and health IT vendors, navigate the challenges of Real World Evidence (RWE) and RCT data to gain access to healthcare markets. How reimbursement, procurement and evidence converge in the commercial strategy of a product. And how that differs between an independent hospital, a hospital group and a private or institutional shareholder.