US SaaS vendor? This is why you should consider starting your European expansion in the Netherlands.
For US SaaS and ISV founders, Europe is a massive growth opportunity. But the question is: where do you start? Choosing the wrong first market can cost you years of effort and millions of dollars. Choosing the right one can accelerate traction and build a foundation for long-term success.
The Netherlands is one of the most strategic starting points for US companies expanding into Europe. With its international business culture, strong digital infrastructure, and central location, it offers a unique combination of advantages that few other countries can match.
At PeakScale Consulting, Elias Crum has guided multiple SaaS companies through their first European steps. The Netherlands consistently proves to be one of the most effective launchpads.
An English friendly business culture
Unlike many European markets, Dutch business leaders are comfortable doing business in English. This lowers the barrier to entry for US SaaS companies that do not yet have local language capabilities. It makes early sales conversations faster and smoother, without requiring you to translate every piece of material from day one.
A tech forward and open economy
The Netherlands has one of the most digitally advanced economies in Europe. Dutch companies are early adopters of SaaS and cloud solutions, and they are open to testing new technologies if the value is clear. For US companies, this means you can prove traction and build reference cases faster than in more conservative markets.
Gateway to Europe
The Netherlands is not only a strong market in its own right. It is also a gateway to the rest of Europe. With Schiphol Airport and the Port of Rotterdam, the country is one of the best-connected in the world. From Amsterdam, you can reach London, Paris, or Frankfurt within a few hours, making it an ideal base to cover multiple regions.
Highly skilled talent pool
Dutch sales and customer success professionals have strong international experience and are used to working with global SaaS businesses. Building your first European team is easier here than in many other markets, because the talent pool is both multilingual and internationally oriented.
A culture that values trust and directness
Dutch buyers are known for their direct communication style. They value clear ROI, straightforward conversations, and transparent partnerships. If your SaaS delivers measurable value, you will find Dutch buyers willing to engage quickly. But they will also challenge you, which makes them excellent early adopters and reference customers.
How PeakScale helps US SaaS companies
At PeakScale Consulting, Elias Crum helps US SaaS and ISV founders launch and scale their European operations. With hands-on experience in the Netherlands and across Benelux, UK, Nordics, and DACH, PeakScale guides you through:
selecting the right entry market and region
hiring your first local sales and success team
setting up a lean country organization in the Netherlands to establish a credible European presence
running business development activities to generate your first pipeline and customer references
adapting your go-to-market approach to European buyers
building traction and scaling into adjacent markets
Starting in the Netherlands gives you a fast, low-friction way to enter Europe — and with the right strategy, it sets you up for long-term success.
Elias Crum, founder Peakscale Consulting
Final thoughts
Expanding into Europe is one of the biggest strategic moves a SaaS company can make. The Netherlands combines international accessibility, strong digital adoption, and cultural openness, making it one of the best launch markets for US companies.
If you are serious about Europe, the Netherlands is a great place to start.
Ready to explore the Dutch gateway?
PeakScale Consulting, founded by Elias Crum, helps U.S. SaaS and ISV companies establish and scale their first European operations. From building a lean country organization to executing local business development, we make sure your first steps in Europe create lasting impact.
Schedule a 30-minute discovery call (no obligations) at https://www.peakscaleconsulting.com/contact