ProActive
ProActive (Visma | ProActive) is a Dutch SaaS provider of the Spend Cloud platform — a modular spend management suite covering expense, purchase-to-pay, invoice processing, contract management, procurement, analytics, and payment cards — serving primarily 1,000+ healthcare, education, and non-profit organizations in the Netherlands.
- Company typePrivate
- Founded1999
- HeadquartersHaarlem, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What ProActive does
ProActive, legally Visma | ProActive, is a Netherlands-based software company founded in 1999 and operating as an independent subsidiary of the European software group Visma since November 2018. The company builds the Spend Cloud, a modular cloud-based spend management platform covering expense claims, purchase-to-pay, invoice processing, contract management, procurement, spend analytics, and smart payment cards. Its architecture is API-first with certified integrations to 40+ Dutch accounting and ERP systems (Visma.net Financials, AFAS, Exact, Twinfield, Sage, Navision, Unit4, Cogix) plus banking partner bunq and PEPPOL network connectivity for e-invoicing compliance.
ProActive monetizes via subscription SaaS with quote-based, module-tiered monthly billing and an enterprise field-sales motion supported by certified implementation partners and a self-service price calculator. Its go-to-market is vertically specialized toward Dutch healthcare, education, and non-profit organizations, where it claims market leadership in healthcare (43% P2P market share per 2023 M&I/Partners research) and education since 2018. The company serves 1,000+ organizations including large anchors such as ASVZ (6,500 employees), Salvation Army (650+ users), Eden Hotels (45,000 invoices/year), and Middin. Security and assurance posture is anchored by ISO 27001 and ISAE 3402 Type 2 certifications, which are decisive credentials in regulated Dutch tenders.
Operations are headquartered in the Netherlands (Amsterdam per filings, Haarlem per firmographic record), with 51-100 employees and a customer base concentrated in Western Europe. Leadership consists of co-founder/CTO Dirk Bonenkamp and General Manager Heiko Bonenkamp. Revenue is not publicly disclosed; Visma-group affiliation provides distribution leverage and back-office scale.
ProActive firmographics
Firmographics- Name
- ProActive
- Legal name
- Visma|ProActive
- Website
- https://proactive-software.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ProActive (Visma | ProActive) is a Dutch SaaS provider of the Spend Cloud platform — a modular spend management suite covering expense, purchase-to-pay, invoice processing, contract management, procurement, analytics, and payment cards — serving primarily 1,000+ healthcare, education, and non-profit organizations in the Netherlands.
- Ownership category
- akta.pro rank
ProActive industry classification
Industry- Product category
- Spend Management Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Bill Pay, Invoicing & Payables Platforms (BPAMAFAF)
- akta.pro secondary industry
- E-Procurement & Spend Analytics (BPAIAEAI)
Keywords
Where ProActive is headquartered
LocationHeadquarters
- HQ city
- Haarlem
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
ProActive business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Software Subscription (SaaS): Cloud-based software subscriptions for the Spend Cloud platform. Pricing based on modules used, organization size, and number of users. Accessed via monthly/annual subscription model with the platform available at spend.cloud.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom enterprise pricing based on modules and scale |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
ProActive product offering
Product offeringCore offering
ProActive develops and sells the Spend Cloud, a cloud-based spend management platform that combines expense claims, smart payment cards, purchase-to-pay (P2P) workflows, automated invoice processing, contract management, procurement, and spend analytics into one integrated solution. The platform is offered as a modular SaaS product primarily to healthcare, education, and non-profit organizations in the Netherlands, with certified integrations to 40+ accounting and ERP systems.
Product overview
The Spend Cloud by Visma | ProActive is a unified spend management platform designed primarily for non-profit organizations, healthcare, and education sectors. The core Spend Cloud platform integrates multiple modules including Spend Cloud Cards (smart payment cards), Expense (expense claims), Purchase to Pay (invoice processing, procurement, contract management), and Spend Analytics. The architecture combines a main platform with modular components that can be implemented together or separately, providing organizations with real-time visibility and control over all business expenditures from budget approvals through invoice processing to payment.
Differentiator
Problem solved
Functional benefit
Brands
- Spend Cloud: Complete spend management solution covering expense claims, smart payment cards, invoice processing, procurement, contract management, and spend analytics for organizations.
Products and services
- Spend Cloud All-in-one cloud-based spend management platform for organizations, combining expense management, purchase-to-pay, smart payment cards, contract management, procurement, and spend analytics in one integrated system. Designed primarily for healthcare, education, and non-profit organizations in the Netherlands.
- Spend Cloud Cards Smart prepaid and business payment cards for employees that eliminate the need for paper expense claims, provide real-time budget control to Finance, and enable direct payments within defined budget rules without approval delays.
- Expense (Declareren) Module for digital expense claim submission, processing, and reporting, allowing employees and finance teams to submit and review expense reports quickly without paper receipts.
- Purchase to Pay (P2P) End-to-end purchase-to-pay workflow covering requisition through payment, with automated approval routing, OCI integrations with supplier systems, supplier management, invoice processing, contract management, and spend analytics.
- Invoice Processing (Factuurverwerking) Automated invoice processing using scan and recognition (OCR) to recognize, code, and match invoices with purchase orders and contracts, enabling touchless invoice processing and 3-way matching.
- Procurement (Inkoop) Procurement management module that ensures employees adhere to purchasing policies via pre-defined workflows, budget controls, and approval processes, with automated approval routing and supplier management.
- Contract Management (Contractmanagement) Contract management software providing a centralized contract registry with automatic notifications on renewal dates and indexation moments, linking contracts directly to invoices for automatic validation and preventing unwanted renewals.
- Spend Analytics Spend analysis and reporting module providing real-time insights beyond monthly reports, including ABC analysis, Pareto charts, and budget monitoring to help organizations calculate cost savings and identify spending patterns.
- Spend Cloud App Mobile application that brings Spend Cloud expense management to smartphones and tablets, allowing users to manage expenditures on the go, on site, or at home.
Quantifiable outcome
- Organizations save up to 833 hours per year (Cosis case)
- +8 more outcomes
Companies that use ProActive
Customer profileNamed customers17 records
Segments6 records
Ideal customer profiles4 records
ProActive technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability3 records
Feature8 records
ProActive partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- VismacoreVisma | ProActive is an independent part of the Visma group since November 2018. Benefits from Visma brand, distribution network, and integration with other Visma products like Visma.net Financials and AccountView.
- Visma.net FinancialscoreSeamless integration with Visma.net Financials as part of the Visma family. Automatic synchronization of budgets and payments.
- AccountViewcoreCertified integration with AccountView accounting software with dedicated connection quality assurance.
- AFAScoreLong-standing certified integration with AFAS accounting package. One of the oldest integrations offered. Budget holders can access from within AFAS overview.
- ExactcoreIntegration with Exact Globe, Exact Finance, and Exact Financials accounting programs.
- TwinfieldcoreTwinfield certification for the Spend Cloud connection. Demonstrates mutual trust and quality assurance of the integration.
- bunqcoreBanking partner for Spend Cloud Cards providing the banking license and card issuing capabilities. Partnership enabled distribution of 200+ smart payment cards with Single Sign-On integration.
- AAG ConsultancyminorConsulting agency that recommended Spend Cloud to clients like HVO-Querido. Acts as advisor helping organizations find appropriate solutions.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
ProActive competitors and assessment
Company assessmentDirect peers
- AFAS Software: Dutch privately-held vendor of AFAS Profit (HRM/Payroll/Accounting/ERP) with adjacent spend/invoice and procurement functionality. Comparable because it targets the same Dutch mid-market and SMB buyer with overlapping accounting and process-automation capabilities; ProActive even maintains one of its longest-standing certified integrations with AFAS, signaling direct competitive overlap.
- Serrala: European-headquartered spend management, treasury, and accounts payable automation software provider. Comparable because Serrala competes directly in invoice processing, P2P, and spend analytics for European mid-market and enterprise buyers, addressing similar finance-transformation use cases as ProActive's Spend Cloud.
- Medius: AP automation and P2P software vendor with a strong European presence. Directly comparable because Medius targets invoice processing, automated 3-way matching, and supplier management — overlapping with Spend Cloud's invoice processing and procurement modules for mid-market finance teams.
- Basware: Finland-based AP automation, e-invoicing, and P2P platform, now part of a global financial software group. Comparable to ProActive on invoice processing, e-invoicing (PEPPOL), and purchase-to-pay automation, serving mid-market and large enterprises across Europe.
- Yooz: Cloud-based AP automation vendor using AI-driven invoice capture, matching, and workflow. Comparable because Yooz directly competes with Spend Cloud's invoice processing module on touchless invoice automation and 3-way matching for mid-market finance teams.
Broad incumbents
- Coupa Software: Global, broad-suite Business Spend Management (BSM) platform covering procurement, invoicing, expense, and payments. Comparable as the category-defining incumbent whose product breadth and scale set the competitive ceiling ProActive faces when customers expand procurement ambitions.
- SAP Ariba: SAP's procurement, sourcing, and invoice-management suite serving the largest enterprises globally. Comparable as a broad incumbent whose P2P, contract management, and supplier network capabilities represent both the reference architecture and the primary competitive threat for mid-market spend platforms.
Emerging players
- Spendesk: European SaaS spend management platform combining prepaid cards, expense management, procurement, and invoice processing for SMB and mid-market. Comparable because Spendesk is pursuing the same 'cards + spend software' bundle thesis as ProActive's Spend Cloud Cards, primarily across France and broader Europe.
- Pleo: European corporate-card and expense-management fintech serving SMBs and mid-market across multiple countries. Comparable because Pleo competes on the embedded-payments-plus-software wedge — issuing business cards and layering spend management on top — the same differentiation ProActive pursues with Spend Cloud Cards and bunq.
- Rydoo: European expense management, travel, and invoice software platform. Comparable because Rydoo overlaps with Spend Cloud's expense claims and invoice modules for mid-market and enterprise buyers across Europe, often competing for the same finance-transformation budgets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ProActive social profiles
Digital presenceProActive compliance and trust
Trust signalCompliance2 records
ProActive financial estimates
Financial estimateRevenue estimate
Valuation estimate
ProActive leadership team
Management profileNumber of profiles
Profiles2 records
ProActive funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ProActive M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ProActive
What does ProActive do?
ProActive develops and sells the Spend Cloud, a cloud-based spend management platform that combines expense claims, smart payment cards, purchase-to-pay (P2P) workflows, automated invoice processing, contract management, procurement, and spend analytics into one integrated solution. The platform is offered as a modular SaaS product primarily to healthcare, education, and non-profit organizations in the Netherlands, with certified integrations to 40+ accounting and ERP systems.
Is ProActive a public or private company?
ProActive is a private company. It is classified as corporate owned and is currently operating.
When was ProActive founded?
ProActive was founded in 1999. It employs 51 to 100 people.
Where is ProActive based?
ProActive is headquartered in Haarlem, Netherlands, in the Europe region.
How does ProActive make money?
One revenue line is on record: software Subscription (SaaS).
Who are ProActive's main competitors?
Direct peers on record are AFAS Software, Serrala, Medius, Basware and Yooz. Broad incumbents are Coupa Software and SAP Ariba. Emerging players are Spendesk, Pleo and Rydoo.
Does ProActive have an API?
Yes. ProActive uses APIs to integrate the Spend Cloud with external systems including employee synchronization (e.g., Visma | Raet), accounting software (Visma.net Financials, AFAS, Exact), and other enterprise systems. The APIs provide flexibility and choice for customers to select optimal software solutions for their specific needs while enabling automated data exchange between systems.
What industry is ProActive in?
ProActive's product category is Spend Management Software. Its primary akta.pro industry code is BPAMAFAF, Bill Pay, Invoicing & Payables Platforms, with a secondary code of BPAIAEAI, E-Procurement & Spend Analytics. Its NAICS code is 513210 and its SIC code is 7372.