1. Mr. Bruintjes, can you tell us about the vision and mission behind Crossings Advisory and how it differentiates itself from other advisory firms in the market?
At Crossings Advisory, our passion is exploring new paths and creating fresh opportunities. Our expertise is in Corporate Finance, where we provide guidance in strategy, mergers and acquisitions (M&A), business sales, restructuring, and business valuation, helping clients to discover new possibilities.
We are a boutique advisory firm focused on Transformation and Growth. Together with our clients, we envision the desired future, create goals, define missions, and strengthen business models to achieve greater success. Our motto, "Consciousness brings the wisdom to transform," reflects our belief in change rooted in trust and connection, which drives growth and transformation. Creating new realities through real change is at the heart of what we do, allowing me to empower entrepreneurs in meaningful ways.
2. Crossings People specializes in talent advisory and interim management. What unique challenges do you face in this field, and how do you address them to ensure successful placements?
The shortage of skilled professionals in Strategy, M&A, and Investment Management is a reality. Placing the right talent requires excellence across the entire talent acquisition process. We have a strong presence in these fields, working with investment banks, funds, M&A agencies, private equity, and corporate development departments, and we are connected to about 80% of professionals in the Benelux in these domains and growing abroad. Our nearshore recruitment team combines sector specific skills with process automation and AI where possible, and along with local presence and deep M&A and Investment Management expertise (and experience) this is highly effective.
Our talent acquisition assignments often focus on enhancing team effectiveness or tackling projects with strategic impact, such as expanding practices, increasing private equity reach, or building new organizations, instead of just filling gaps in the resourcing. These are high-value assignments, making them attractive opportunities for candidates as well.
3. As a board member at Aartun & Co and several other companies, how do you balance your responsibilities across these various roles while maintaining a high level of performance?
Ultimately, it’s about prioritizing based on a deep understanding of each business’s and person’s unique circumstances. While there’s always the desire to do more, time is limited, though the impact one can make is not.
4. Your career spans various industries and roles, from financial control to sales management. How have these diverse experiences shaped your approach to business strategy and advisory services?
My varied experience gives me a comprehensive view of businesses and their functions. However, what’s most important, even given my experience, is thoroughly understanding the end client’s specific needs and how to service them.
5. Crossings Advisory emphasizes the importance of 'creating new realities.' Can you share an example of a transformative project you've led that exemplifies this philosophy?
Every M&A transaction is by definition transformative, as buying and selling reshape a business. The most rewarding projects are those where a vision from years ago, which once seemed almost impossible, finally becomes reality. For instance, helping a labor union transition from a single association into an ecosystem and network of commercial and non-profit entities to address major labor market challenges was incredibly fulfilling.
At Crossings Advisory, "creating new realities" is at the core of our transformative projects. For example, in numerous restructuring projects, we guided clients to redefine their business model to meet evolving market demands, leading to sustainable growth. Through scenario analysis, innovative business planning, enabling strategic decision-making, we helped many clients achieve their vision, embodying our commitment to impactful transformation.
6. In your opinion, what are the key qualities that make a successful leader in today's rapidly changing business environment, and how do you cultivate these qualities in the leaders you mentor?
In today’s rapidly changing world, there is an urgent need to shift from outdated leadership paradigms toward a more conscious and relevant approach. This new model of leadership emphasizes well-being, sustainable results, and a positive impact for future generations. To rise above mediocrity and outdated practices, leaders must be mindful of their methods as they navigate this era of groundbreaking transformation.
At Crossings Advisory and Crossings People, we champion a leadership mindset that values adaptability, vision, and collaboration. We focus on transformation and resilience, equipping leaders with strategic thinking, clear communication, and empathy to manage complexities and drive meaningful change. Staying attuned to market trends and cultivating strong networks is essential for thriving in today’s dynamic environment. This approach nurtures leaders who not only succeed individually but also inspire and elevate their teams, creating a ripple effect of positive impact in their organizations and beyond.
7. Sustainability and corporate responsibility are becoming increasingly important. How do you integrate these principles into the strategies you develop for your clients at Crossings Advisory?
Sustainability and social responsibility lie at the core of our strategies and values. While we address all aspects of ESG, we place particular focus on the "S" — advocating for social impact through inclusivity, fair labor practices, and community development. By aligning client goals with socially responsible initiatives, we create lasting value that resonates with all stakeholders.
At Crossings People, we prioritize building diverse leadership teams, supporting social sustainability and equality, and fostering environments where everyone has the opportunity to thrive. Our approach is grounded in the principle of treating others and the environment as we wish to be treated, recognizing the deep connections that bind us all.
8. With your extensive experience in mergers and acquisitions, what trends do you see emerging in the M&A landscape, and how should companies prepare to navigate these trends?
The M&A landscape is evolving, with several key trends shaping it. Technology and data analytics are standardizing M&A processes, making them more efficient and accessible. Companies are also adopting more flexible business models, allowing them to adapt quickly to changes, reconfigure operations, and divest non-core assets. Active portfolio management is now essential for maximizing value, helping companies identify growth opportunities or areas for divestment.
ESG considerations increasingly influence M&A decisions as companies strive to meet regulatory and stakeholder expectations. Additionally, private credit and alternative financing provide flexible capital solutions, enabling customized financing structures for acquisitions or restructuring.
To navigate these trends, companies should invest in technology across the corporate development and M&A value chain, cultivate flexibility, integrate ESG into daily business practices, and explore alternative financing options aligned with strategic goals. By proactively addressing these trends, companies can achieve sustained success in the evolving M&A landscape. This is where we help companies on their road to Mastery.
9. Networking is often crucial for business success. Can you share some insights into how you build and maintain a strong professional network, and how this has benefited your career and businesses?
Networking has been foundational in my career, particularly in M&A and investment management. Over the years, I’ve built one of the largest networks in these fields in the Benelux and am expanding internationally. Initially, I built connections organically, but as my career progressed, I recognized the importance of being more deliberate in nurturing these relationships. Kristian Aartun is one of my role models and examples.
A strong network has provided valuable benefits, including industry insights, collaboration opportunities, and client support through Crossings Advisory and Crossings People. It also enables me to connect people within my network who can mutually benefit, fostering a collaborative community. Moving forward, I aim to engage more intentionally, focusing on deepening connections and creating new value for everyone involved.
10. Looking ahead, what are your future aspirations for Crossings Advisory and Crossings People? Are there any new projects or directions that you are particularly excited about?
My vision for Crossings Advisory and Crossings People is to unify our service offerings, clarifying our mission and providing a more focused experience for clients. By integrating our solutions, we aim to streamline our approach and enhance the value we deliver in strategy, M&A, investment management, and talent management within these fields.
I’m particularly excited about deepening my advisory board roles, where I can contribute strategic insights, governance expertise, and mentorship to select entrepreneurs and organizations. This aligns with our mission to "build new realities," fostering innovation and supporting both business and personal growth.
Our future direction centers on building meaningful, trust-based relationships. We believe that strong connections with clients, partners, and stakeholders are essential for successful transformations. By nurturing these relationships, we can better understand each organization’s unique needs and support them in creating impactful, necessary changes.
Thank you for your time to do this interview, see you in Oslo at NIEC2024.
Crossings People - www.crossings-people.com
Crossings Advisory - www.crossings-advisory.com
Comments