ShapR

What ShapR does

ShapR B.V. is a Dutch HR consultancy founded in 2020 by Lisette de Greef, headquartered in Vinkeveen, Netherlands, and operating with approximately 10 employees supplemented by a network of freelance HR professionals. Under the leadership of new owner and Algemeen Directeur Fred Sonneville (effective 1 July 2025), the firm applies its proprietary 'People & Flow' model — integrating People & Change (HR expertise), Content & Creative (visual communication), and Digital & Data (technology) — to transform HR from an administrative function into a modern employee experience. Clients span Dutch enterprise and mid-market organisations across diverse sectors (waste/recycling, aviation/MRO, energy, retail, healthcare, banking, education, childcare, advertising) including Renewi, Fokker Services Group, Eneco, Bol, De Bijenkorf, ALDI, Bergman Clinics, Lloyds Bank, Schiphol Airport, Arkin, and Partou.

The company's product portfolio spans consulting services (functiehuizen and ontwikkelpaden, salarisstructuur en benchmarks, arbeidsvoorwaardencommunicatie, employer branding, people analytics, change adoption) and digital products built inside the Microsoft 365 ecosystem — SharePoint-based medewerkerportalen, Power Apps tools (leave, onboarding, desk booking), Power Automate workflows, and Power BI reporting — augmented by GenAI-powered HR chatbots for policy and onboarding Q&A developed in partnership with Synthwave Solutions. Methodology offerings include the five-step ShapR Adoption Model (Analysis, Plan, Facilitate, Livegang, Nazorg) and packaged 'AI voor HR' workshops (€399 brainstorm tier / €2,000 full workshop).

ShapR's revenue is generated primarily through project-based professional services engagements, supplemented by an 'HR as a Service' recurring retainer for growing organisations and direct sales of AI workshops. Go-to-market is sales-led, leveraging direct enterprise outreach, website-driven inbound leads, case-study-driven content marketing on LinkedIn/Instagram/blog, and productised entry offerings (free demos and tiered AI workshops) to funnel mid-market and enterprise prospects. The company is privately held, has not raised external funding, and operates exclusively in the Netherlands — making geography extension the most natural axis for future expansion.

Name

ShapR

Legal name

ShapR B.V.

Website

https://shapr.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

ShapR is a Dutch HR consultancy that helps enterprise and mid-market organisations modernise HR through its People & Flow model, combining HR advisory, visual communication, and digital solutions on Microsoft 365, serving clients across multiple Dutch industries.

Ownership category

akta.pro rank

Product category

HR Consulting Services

NAICS

Human Resources Consulting Services (541612), Custom Computer Programming Services (541511)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)

akta.pro primary industry

HR Technology (HRIS/HCM) Advisory & Implementation (BPAHAGAG)

akta.pro secondary industries

HR Strategy & Operating Model Design (BPACAJAA), HR Service Delivery, Shared Services & HR Operating Model Advisory (BPACAJAE), HR Service Delivery, Case Management & Employee Self-Service (BPACAPAL), HR Service Delivery & Employee Contact Centers (HR Helpdesk) (BPACAKAI)

Keywords

• HR consulting services
• Employer branding solutions
• Employee portal development
• Function house design
• HR transformation advisory

Headquarters

HQ city

Vinkeveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. HR Consultancy Projects: ShapR generates revenue through project-based consultancy engagements, delivering HR solutions across function houses, employer branding, digital HR tools, and change management. Projects are scoped and delivered by multidisciplinary teams. Revenue is generated through professional service fees tied to project scope and team composition.
2. HR as a Service (HaaS): Ongoing retainer-based HR service offering providing growing organisations with weekly HR advice, employee portals, administration, and professionalization instruments on a subscription basis.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

ShapR is a Dutch HR consultancy that delivers HR advisory, employer branding, function house and career path design, and digital HR solutions built on Microsoft 365 (SharePoint, Power Apps, Power Automate, Power BI, Teams). Its services include medewerkerportalen (employee portals), onboarding platforms, desk booking apps, employer branding campaigns, salary structures, and adoption/change management, all delivered through the proprietary People & Flow model that combines HR expertise, visual communication, and digital engineering.

Product overview

ShapR is an HR consultancy that combines advisory services, visual communication, and digital solutions into a unified offering built around its People & Flow model. The portfolio spans consulting services (functiehuizen, compensation structures, HR strategy, employer branding, change management) and digital products (medewerkerportalen, onboarding platforms, desk booking apps, HR chatbots) — all built on Microsoft 365 and Power Platform. Core modules include Functiehuis & Ontwikkelpaden, Performance- en Talentontwikkeling (with Treams), Salarisstructuur, Arbeidsvoorwaardengids, HR as a Service, Employer Branding, People Analytics, Adoptie- en Change Aanpak, Medewerkerportalen, Automatiseren HR-processen, and the AI voor HR Workshop. Solutions are delivered digitally via SharePoint Online, Power Apps, Power Automate, and Power BI, with AI capabilities (chatbots, content generation) provided in partnership with Synthwave Solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Functiehuis en Ontwikkelpaden (Function House and Development Paths) Creation of attractive and interactive job structures (functiehuizen) and career development pathways for organisations, providing clarity, growth perspectives, and employee engagement.
• Performance- en Talentontwikkeling Performance management, talent development, and employee engagement offering delivered in collaboration with Treams, providing concrete tools and support for HR teams.
• Salarisstructuur en Benchmarks (Salary Structure and Benchmarks) Development of clear salary structures and development paths to support employee engagement and organisational clarity, benchmarked against market data.
• Arbeidsvoorwaardengids, Cao- en Pensioencommunicatie Making employment condition guides, collective labour agreement (CAO), and pension communication accessible and visually attractive so employees can easily find and understand important information.
• Arbeidsvoorwaarden-voorstel (Employment Conditions Proposal) Innovative employment conditions proposal that stands out to candidates, fully in client branding and tone of voice, including a digital portal and physical A5 card with thermochromic reveal of login credentials.
• HR as a Service Full HR solution for growing organisations including weekly HR advisory, employee portal, administration, and professionalisation instruments, delivered on a recurring retainer.
• Reorganisaties, Fusies en Harmonisaties (Reorganisations, Mergers, and Harmonisations) Expertise in complex HR processes including cost savings, mergers, and harmonisation of employment conditions after acquisitions (e.g., Vebego Nmbrs migration for HOEK).
• Employer Branding Definition and communication of an organisation's employer brand to stand out in the labour market, attract the right talent, and make the recruitment process more efficient.
• People Analytics Improvement of HR decision-making through data analysis, identifying key HR priorities and generating effective reports using Power BI and Microsoft 365 tooling.
• Adoptie- en Change Aanpak (Adoption and Change Approach) Change management process with a targeted approach and digital toolkit so new HR solutions are optimally utilized; based on the five-step ShapR Adoption Model (Analysis, Plan, Facilitate, Go-Live, Aftercare).
• Hybride Werken (Hybrid Working) Optimisation of hybrid work through improved policy, communication, and workplace setup for greater employee satisfaction and better performance (e.g., Renewi desk booking across 40+ locations).
• Onboardingplatform en -proces (Onboarding Platform and Process) Optimised onboarding experience with streamlined approach and digital toolkit so new employees are quickly and effectively onboarded and integrated into the team (e.g., Bergman Clinics).
• Medewerkerportalen (Employee Portals) Intuitive employee portals and communities built in SharePoint Online or Google Sites, with rewritten content, UX design, chatbot integration, and links to learning, conditions, and development information.
• Automatiseren HR-processen (HR Process Automation) Automation of HR processes using Power Automate within the Microsoft 365 suite, including approval flows, document conversion, automated email notifications, and process orchestration.
• AI voor HR Workshop Fixed-price workshop on AI for HR professionals, covering AI chatbots, prompt writing, practical AI tools, and HR-specific applications. Offered in collaboration with Synthwave Solutions and including an AI QuickScan and personalised AI in HR roadmap.

Quantifiable outcome

• Reduced average search time for information
• +4 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

One partnership is on record.

• Synthwave SolutionscoreTechnology or Integration · 2 February 2026ShapR and Synthwave Solutions announced a strategic partnership on 2 February 2026 focused on HR policy, HR processes, and practical AI applications within HR. The collaboration aims to make AI applicable in daily HR practice, moving beyond pilots to working applications with attention for people, privacy, governance, and transparency. Together they develop joint trajectories covering three practical steps: making choices (identifying AI opportunities and developing an HR AI roadmap), setting up and implementing applications, and ensuring adoption and governance. The partnership combines ShapR's People & Flow model with Synthwave's AI implementation expertise, workshops, and AI QuickScan methodology.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SD Worx: European HR/payroll and HR services provider with significant Dutch presence; competes with ShapR on HR-as-a-Service, payroll implementation, and HR administration for SMEs and mid-market.
• Deloitte Human Capital: Global Big-4 human capital practice where ShapR's new owner Fred Sonneville spent 25+ years; competes with ShapR for large Dutch HR transformation mandates (function houses, talent, digital HR) but at far larger scale and with broader service lines.
• KPMG People & Change: Big-4 HR transformation advisory active in the Netherlands; competes for the same enterprise HR redesign, employer branding, and HR-tech implementation work that ShapR delivers, with deeper sector breadth and cross-border reach.

Emerging players

• Recruitee: Amsterdam-headquartered collaborative ATS/talent acquisition platform; comparable Dutch HR-tech competitor addressing the employer-branding and recruitment-funnel challenges ShapR helps clients solve.
• Harver: Amsterdam-based hiring and talent-assessment software company; comparable as a Dutch HR-tech player with overlap on talent-acquisition and employer-branding-adjacent use cases ShapR serves.

Direct peers

• Synthwave Solutions: AI solutions firm partnered with ShapR since February 2026 for AI-in-HR workshops, chatbots, and adoption; both collaborate and overlap in delivering AI-for-HR advisory and tooling to Dutch enterprises.
• EmployBrand: Dutch employer-branding specialist that ShapR has already partnered with on the Fokker Services Group referral app; a direct competitor in employer-brand strategy and activation work for the Dutch mid- and enterprise market.
• Visma | Nmbrs: Dutch HR/payroll SaaS platform (Nmbrs) on which ShapR delivered the Vebego/HOEK migration project. Competes in adjacent territory — payroll and HR administration — and shapes the technology environment ShapR integrates against.
• Treams: Dutch performance and talent management platform that ShapR explicitly partners with under its 'Performance- en Talentontwikkeling' offering; a comparable specialized vendor in the Dutch HR-tech stack.

Others

• Lukkien: Dutch creative/digital agency that overlaps with ShapR's Content & Creative pillar for employer-brand campaigns and visual HR communications; competes for the creative budget on integrated HR projects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shaprbv
• Instagraminstagram.com/shapr.makingworkflow

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 ShapR