Generatie Morgen
Generatie Morgen is a Dutch consulting firm connecting business strategy with leadership, culture, and talent through its proprietary 'Human Strategy' framework. It serves Dutch MKB companies, healthcare institutions, educational bodies, and scale-ups with project-based advisory work and interim HR placements.
- Company typePrivate
- Founded2022
- HeadquartersZwolle, Netherlands
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Generatie Morgen does
Generatie Morgen is a Dutch organizational consulting firm headquartered in Zwolle, Netherlands, with a secondary office in Groningen. Founded in 2022, the firm advises Dutch small and medium-sized enterprises (MKB), healthcare organizations, educational institutions, scale-ups, and companies operating through growth-phase transitions. Its core offering, branded 'Human Strategy,' is a methodology that connects business strategy with three interlocking human dimensions: culture, leadership, and organizational foundation ('fundament'). The firm employs between 11 and 50 professionals, organized around a senior leadership team comprising CEO & Owner Jannika Uitslag and CCO & Co-Owner Gideon Hofman, with additional senior consultants specializing in organizational development and HR (Madelon Sleurink, Linda Kappen, Anouk Wind, Koen Fens, and others).
The firm's product surface comprises three pillars: Human Strategy consulting engagements scoped across three organizational growth phases (Build, Growth, and Perform); a placement service for interim HR professionals (HR managers, advisors, business partners, officers, and corporate recruiters); and supporting thought leadership assets, including an annual Human Strategy Trend Report (2026 edition). The methodology is delivered via proprietary diagnostic and organizational development tools tailored to each client's maturity stage. There is no software product, API, or technology platform; the company's core IP is its advisory framework, content library, and senior consulting bench.
Generatie Morgen generates revenue through professional services fees tied to engagement scope, team composition, and duration, with billing typically structured on multi-month or multi-year contracts (case evidence includes multi-year engagements with healthcare clients such as Zorgspectrum Het Zand). Distribution is direct: engagements originate from website contact forms, phone, email, WhatsApp, or referrals from existing clients and industry networks, supported by content-led demand generation via the company's blog, LinkedIn, Instagram, and downloadable research. Named customers span wholesale (Van Dijk Groothandel), technology (Bron|Technologie), food and hospitality (Uitgekookt), professional services (Meester en Meester), healthcare (Zorgspectrum Het Zand), education (Deltion College), and manufacturing (Robusta). The firm maintains strategic and academic partnerships with Hogeschool Utrecht, HAN University of Applied Sciences, and RUAG.
Generatie Morgen firmographics
Firmographics- Name
- Generatie Morgen
- Legal name
- Generatie Morgen
- Website
- https://generatiemorgen.nl
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Generatie Morgen is a Dutch consulting firm connecting business strategy with leadership, culture, and talent through its proprietary 'Human Strategy' framework. It serves Dutch MKB companies, healthcare institutions, educational bodies, and scale-ups with project-based advisory work and interim HR placements.
- Ownership category
- akta.pro rank
Generatie Morgen industry classification
Industry- Product category
- Management Consulting
- NAICS
- Human Resources Consulting Services (541612), Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)
- SIC
- Services-Management Consulting Services (8742), Services-Employment Agencies (7361)
- akta.pro primary industry
- Organization Design & Operating Model Consulting (BPAHAGAB)
- akta.pro secondary industries
- Performance Management & Productivity Consulting (BPAHAGAL), Succession Planning & High-Potential (HiPo) Leadership Programs (EDABAAAL), National Generalist Staffing Firms (BPACACAI)
Keywords
Where Generatie Morgen is headquartered
LocationHeadquarters
- HQ city
- Zwolle
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Generatie Morgen business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Human Strategy Consulting Engagements: Project-based consulting engagements where Generatie Morgen works with organizations to analyze their current state, define growth-phase-appropriate interventions, and guide execution. Engagements are scoped per phase (Build, Growth, Perform) and typically span multiple months. Revenue is generated through professional service fees tied to scope, duration, and team seniority.
- Interim HR Professionals: Placement of interim HR professionals (HR Manager, HR Advisor, HR Business Partner, HR Officer, Corporate Recruiter) into client organizations for temporary engagements such as maternity leave coverage, capacity expansion, or change projects. Billed on a time-and-materials or fixed-project basis, providing recurring engagement opportunities with existing clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom engagement-based pricing per client need |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Generatie Morgen product offering
Product offeringCore offering
Generatie Morgen is a Dutch consulting firm that delivers a proprietary 'Human Strategy' methodology connecting business strategy with leadership, culture, and talent to enable sustainable organizational growth. The firm also places interim HR professionals (HR managers, advisors, business partners, officers, and corporate recruiters) into client organizations for temporary engagements. Engagements are scoped per growth phase (Build, Growth, Perform) and typically span multiple months.
Product overview
Generatie Morgen is a consulting company offering Human Strategy services—a methodology that connects strategy, leadership, culture, and talent for sustainable organizational growth. The core offering includes advisory services across three growth phases (Build, Growth, Perform), supported by interim HR professionals (HR managers, HR advisors, HR business partners, HR officers, and corporate recruiters). They also publish an annual Trend Report on human strategy trends. The company does not offer a software product but rather consulting and professional services.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Organizations develop leadership capabilities that enable sustainable team and organizational growth
- +3 more outcomes
Companies that use Generatie Morgen
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles3 records
Generatie Morgen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Generatie Morgen partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Hogeschool Utrecht (HU)minorHogeschool Utrecht is listed alongside Generatie Morgen on the homepage under a 'Partners' section. The partnership appears to involve knowledge exchange, academic collaboration, or talent pipeline development, though specific details of the collaboration are not publicly elaborated.
- HAN University of Applied Sciences (HAN)minorHAN University of Applied Sciences is listed as a partner on the Generatie Morgen website under the 'Partners' section. The nature of the partnership is not explicitly detailed but appears to involve academic collaboration, knowledge sharing, or educational alignment in the field of HR, leadership, and organizational development.
- RUAGminorRUAG is listed as a partner on the Generatie Morgen website under the 'Partners' section. No specific details about the partnership scope or activities are publicly available. The relationship appears to be a non-exclusive, collaborative affiliation.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Generatie Morgen competitors and assessment
Company assessmentDirect peers
- GITP: Dutch HR and organizational development consultancy with expertise in leadership, talent management, and assessment. Directly comparable to Generatie Morgen in HR consulting focus and Dutch enterprise client base, with a deeper assessment-tools tradition.
- Berenschot: Dutch organizational and management consultancy advising on strategy, HR, and operating-model transformation. Closely comparable to Generatie Morgen in target market (Dutch MKB and public sector) and service mix (HR strategy, leadership, and organizational development).
- House of Performance: Dutch consultancy focused on organizational transformation, leadership development, and culture change. Comparable to Generatie Morgen in its emphasis on connecting business strategy with cultural and leadership interventions, often for growth-stage Dutch organizations.
- Twynstra Gudde: Dutch consulting firm specializing in organizational development, leadership, and people strategy. Directly comparable to Generatie Morgen in methodology focus (connecting strategy with people and culture) and Dutch mid-market client base.
- Talent&Pro: Dutch interim-staffing firm specializing in placing HR, finance, and legal professionals on temporary assignments. Directly comparable to the interim-HR-placement arm of Generatie Morgen's offering and to its Dutch MKB and enterprise client base.
Broad incumbents
- Visma | Raet: Large Dutch HR and payroll software-and-services provider serving Dutch organizations of all sizes. Broader incumbent that overlaps with Generatie Morgen's HR professionalization agenda but primarily through technology rather than consulting methodology.
- Mercer: Global HR and organizational consulting firm with a Dutch practice covering talent, health, and organizational transformation. Broader incumbent offering overlapping capabilities but at much larger scale and with a multinational client base.
- Randstad: Largest Dutch staffing and HR services group. Overlaps with Generatie Morgen's interim HR placement offering as a broad incumbent, though primarily focused on volume staffing rather than the bespoke interim HR professional segment.
- Korn Ferry: Global organizational consulting firm with deep practices in leadership development, talent management, and organizational design. Overlaps with Generatie Morgen's leadership and culture offerings but serves larger enterprise clients globally.
Regional players
- Yource: Dutch customer-contact and interim-staffing specialist, with growing HR-interim operations. Comparable to Generatie Morgen's interim HR professionals offering in the Dutch market, with overlap in mid-market clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Generatie Morgen social profiles
Digital presenceGeneratie Morgen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generatie Morgen leadership team
Management profileNumber of profiles
Profiles3 records
Generatie Morgen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generatie Morgen 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 Generatie Morgen
What does Generatie Morgen do?
Generatie Morgen is a Dutch consulting firm that delivers a proprietary 'Human Strategy' methodology connecting business strategy with leadership, culture, and talent to enable sustainable organizational growth. The firm also places interim HR professionals (HR managers, advisors, business partners, officers, and corporate recruiters) into client organizations for temporary engagements. Engagements are scoped per growth phase (Build, Growth, Perform) and typically span multiple months.
Is Generatie Morgen a public or private company?
Generatie Morgen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Generatie Morgen founded?
Generatie Morgen was founded in 2022. It employs 11 to 50 people.
Where is Generatie Morgen based?
Generatie Morgen is headquartered in Zwolle, Netherlands, in the Europe region.
How does Generatie Morgen make money?
Two revenue lines are on record. Human Strategy Consulting Engagements are the primary driver. The others are interim HR Professionals.
Who are Generatie Morgen's main competitors?
Direct peers on record are GITP, Berenschot, House of Performance, Twynstra Gudde and Talent&Pro. Broad incumbents are Visma | Raet, Mercer, Randstad and Korn Ferry. Yource is listed as a regional player.
Does Generatie Morgen have an API?
No public API is recorded for Generatie Morgen.
What industry is Generatie Morgen in?
Generatie Morgen's product category is Management Consulting. Its primary akta.pro industry code is BPAHAGAB, Organization Design & Operating Model Consulting, with a secondary code of BPAHAGAL, Performance Management & Productivity Consulting. Its NAICS code is 541612 and its SIC code is 8742.