What Viastory does

Viastory is a privately held, B Corp certified boutique consultancy and retreat firm headquartered in Maastricht, Netherlands. Founded in 2013 by Luc Wassen and joined by partner Toos Hofstede in 2014, the firm operates with an intentionally lean team of approximately 14 senior practitioners and serves family businesses, foundations, semi-governmental organizations, and C-suite leadership teams across the Netherlands and Benelux. Its core offering is a structured methodology built around four interlocking retreat programs — 'What's Your Story' (mission and strategic narrative), 'Positive Impact' (sustainability strategy), 'All On Board' (internal engagement and culture), and 'Spread The Word' (stakeholder and community engagement) — complemented by standalone strategic consulting, coaching and advisory engagements. The methodology is delivered in small co-creation settings (typically 2–10 people), outside the client's office context and frequently in nature-based settings, with informal 'Out of Office / No Pressure' activities woven in to encourage reflection. Programs are modular and can be purchased individually or combined into a longer strategic development journey, with all engagements custom-scoped and quoted per client rather than productized at fixed prices.

The firm generates revenue exclusively through professional services: project-based strategic consulting, multi-month retreat program engagements, and B Corp certification advisory delivered by Toos Hofstede as a Trained B Corp Consultant. Go-to-market is entirely founder-led and relationship-driven, with no sales team, no self-serve channels, and no external capital — both Luc Wassen and Toos Hofstede personally lead every engagement. Marketing and demand generation are anchored by a public journal of detailed case studies on the viastory.com website, earned media in regional outlets such as Dagblad De Limburger, and a unique community asset: Maas Cleanup, a co-founded river-cleanup initiative that has scaled from approximately 5,000 volunteers in 2020 to over 41,000 volunteers across roughly 300 locations in 2024, supported by around 40 enterprise and public-sector partners. Many Maas Cleanup partners — including Nedlin, Oostwegel Collection, Nextview Consulting, Boels Zanders and Rabobank — are also Viastory consulting clients, making the initiative both a civic platform and a closed-loop client ecosystem. Viastory was recertified as a B Corp in 2024 at a score of 98.5/100, up 12.2 points from its 2020 baseline, reinforcing its positioning as a regenerative, impact-oriented consultancy.

Name

Viastory

Legal name

Viastory

Website

https://viastory.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Viastory is a B Corp certified boutique consultancy in Maastricht, Netherlands, serving family businesses, foundations, semi-governments, and leadership teams via four proprietary retreat programs and strategic consulting engagements focused on narrative, sustainability, and stakeholder engagement.

Ownership category

akta.pro rank

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Strategic Consulting & Advisory: Project-based strategic communication and brand consulting engagements. Services include strategy development, narrative formulation, employer branding, campaign development, and ongoing advisory/coaching. engagements are co-created with clients and typically span multi-month engagements.
2. Retreat Programs: Modular retreat programs (What's Your Story, Positive Impact, All On Board, Spread The Word) offered as standalone or integrated packages. Programs are priced per module (e.g., 4-8 sessions) and sold to enterprise leadership teams and organizations.
3. B Corp Certification Advisory: Toos Hofstede is a Trained B Corp Consultant offering guidance to organizations preparing for or undergoing B Corp certification. This advisory service generates professional services revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Viastory is a B Corp certified boutique consultancy that helps organizations with strategic reflection, mission/vision formulation, employer branding, sustainability planning, and stakeholder engagement through nature-based, co-creation retreat programs and direct strategic consulting. The firm serves family businesses, foundations, and semi-governmental organizations primarily in the Netherlands and Benelux, with founders personally leading every engagement.

Product overview

Viastory is a B Corp certified consultancy offering a unified platform of retreat programs and consultancy services for strategic reflection and organizational development. The core offering consists of four interconnected retreat programs: 'What's Your Story' (mission-driven corporate storytelling), 'Positive Impact' (sustainability planning), 'All On Board' (employee engagement), and 'Spread The Word' (community building/stakeholder relations). These programs are complemented by direct consultancy services and can be booked separately or combined into a comprehensive strategic development journey. The company specializes in serving family businesses, foundations, and (semi)governments with a long-term perspective.

Differentiator

Problem solved

Functional benefit

Products and services

• What's Your Story Retreat Program

Quantifiable outcome

• B Corp score improved from 80.3 to 98.5 points (+12.2 points) upon recertification in 2023/2024
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• B Lab BeneluxcoreStrategic or Co-development Partner · 1 January 2024Toos Hofstede is a Trained B Corp Consultant certified by B Lab Europe. She advises organizations considering or undergoing B Corp certification. Viastory was instrumental in helping Nedlin and Oostwegel Collection pursue B Corp certification.
• IVNcoreStrategic or Co-development Partner · 1 January 2020IVN is a core operational partner in the Maas Cleanup initiative, providing hundreds of trained volunteers for annual river cleanup events. Viastory co-founded Maas Cleanup alongside IVN and other Limburg entrepreneurs.
• Nextview ConsultingcoreStrategic or Co-development Partner · 1 January 2020Nextview Consulting (Huub Waterval) co-initiated Maas Cleanup and serves as both a client (Viastory delivers employer branding and communications strategy for Nextview) and a strategic partner providing Salesforce-powered digital infrastructure for the cleanup initiative.
• Oostwegel CollectioncoreStrategic or Co-development Partner · 1 January 2020Oostwegel Collection (Camille Oostwegel) co-initiated Maas Cleanup and is also a Viastory consulting client (brand narrative 'Meaningful Luxury'). Hosts partner meetings at Château St. Gerlach.
• MosaminorStrategic or Co-development Partner · 1 January 2020Mosa participates in Maas Cleanup as a supporting partner — one of the ~40 Limburg businesses that contribute financially and operationally to the initiative.
• CNMEminorStrategic or Co-development Partner · 1 January 2020CNME (Centrum voor Natuur en Milieu Educatie) is a core organizing partner in the Maas Cleanup initiative, contributing environmental education expertise and volunteer coordination.
• Boels Zanders AdvocatenminorStrategic or Co-development Partner · 1 January 2020Boels Zanders provides pro-bono legal support for the 'Maas in de Wet' (Maas in the Law) working group, led by Jessica den Outer, focused on granting the Maas legal personhood. The firm is also a Viastory consulting client.
• RabobankminorStrategic or Co-development Partner · 1 January 2020Rabobank sponsors Maas Cleanup financially and participates in cleanup events. Part of the ~40 enterprise partners supporting the initiative.
• RijkswaterstaatminorStrategic or Co-development Partner · 1 January 2020Dutch government water management authority participates in Maas Cleanup as a sponsor and cleanup participant.
• Waterschap LimburgminorStrategic or Co-development Partner · 1 January 2020The Limburg water board participates as a sponsor and organizer in Maas Cleanup cleanup events.
• Plastic Whale FoundationminorStrategic or Co-development Partner · 1 January 2020Plastic Whale Foundation participates as an expert partner contributing to river cleanup methodology and circular economy approach.
• Net4kidsminorStrategic or Co-development Partner · 1 January 2017Nextview Consulting's social impact partner — Nextview includes Net4kids among its fixed partnerships. Viastory supports these partnership choices through brand strategy for Nextview.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Commonland: Foundation focused on regenerative landscape and business transformation through its 4 Returns framework. Directly adjacent to Viastory's Positive Impact program and B Corp advisory, addressing sustainability strategy from a similar regenerative and long-term lens.
• Purpose: Global purpose-driven strategic consultancy and creative agency focused on brand strategy, social impact, and movement building. Highly comparable mission orientation to Viastory's regenerative ethos and brand-narrative development work for impact-oriented clients.
• Metabolic: Dutch sustainability and systems-thinking consultancy working on regenerative business, circular economy, and impact strategy. Comparable Dutch base and regenerative/sustainability orientation, though with a more technical and policy-adjacent focus.

Broad incumbents

• Berenschot: Established Dutch management consulting firm working across organizational development, HR, and strategy. Overlapping capabilities with Viastory on organizational narrative and change work but operates at significantly larger scale with broader service offerings.
• McKinsey & Company: Global strategic consulting firm with established sustainability and organization practices. Operates in overlapping strategy and transformation space at vastly larger scale; represents both a competitive threat in purpose-driven work and a potential acquirer profile for boutique consultancies.
• Bain & Company: Global strategic consulting firm with an established sustainability and purpose practice. Competes in similar strategy consulting space at much larger scale than Viastory's boutique offering, particularly as ESG and regenerative business advisory become mainstream.
• Twynstra Gudde: Established Dutch management consulting firm operating across public sector, healthcare, education, and organizational development. Operates in overlapping consulting space but with a broader portfolio and meaningfully larger scale than Viastory's boutique focus.

Others

• B Lab: Non-profit certifier of B Corps globally. Ecosystem partner rather than direct competitor — Viastory's B Corp advisory work via Toos Hofstede (Trained B Corp Consultant) and its own 98.5/100 certification sit directly within B Lab's certification framework, creating a natural client pipeline.

Direct peers

• Schouten & Nelissen: Dutch boutique consultancy specializing in leadership development, organizational change, and personal effectiveness. Highly comparable to Viastory in its Dutch boutique positioning, leadership-team focus, and use of experiential learning formats to drive strategic and behavioral change.
• Boer & Croon: Dutch management consulting firm with a similar boutique-to-mid-size structure, serving Dutch enterprise and mid-market clients on strategy, transformation, and organizational effectiveness. Comparable target segments, engagement model, and Dutch market positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viastory