Most Commercial Problems Are Design Problems
An introduction to Commercial Architecture and the economics of building a commercial organisation that scales.
Read the essay →Fractional & Interim CRO
Fractional and interim CRO for InsurTechs scaling in Europe.
I take commercial ownership at PE- and VC-backed InsurTech and AI SaaS companies at the point where growth has to become repeatable.
Pipeline, commercial team, pricing and partnerships, run as one system instead of patched one piece at a time. The systems view behind that work is what I call Commercial Architecture, developed over 25 years running commercial organisations.
Engagements
When companies bring me in
Scaling beyond founder-led sales
Founder-led selling has proven the model. The next stage of growth needs a repeatable commercial engine, with pipeline that converts predictably as the company scales.
Entering Europe
A US InsurTech building a European commercial function and market presence from the ground up, without a senior commercial leader on the continent yet.
Investor transition
A new PE or VC investor, a turnaround, or the gap between two permanent CROs. Commercial leadership is needed now, with clear accountability for the number.
Services
How I work with you
Fractional & Interim CRO
Hands-on commercial leadership through growth, a turnaround or an investor transition. I own the number, build the team and put a repeatable revenue engine in place, ahead of or in place of a permanent hire.
Executive Advisory
Independent commercial advice for founders, CEOs, boards and investors. Board-level input on strategy, go-to-market and where AI actually creates advantage.
Founder
Niels Zijderveld
Founder, Retep Advisory
Former
- CRO, Simplifai
- CCO, FRISS
- RVP Northern Europe, Guidewire
- CSO, Sollers Consulting
25+ years building and leading commercial organisations for insurers and InsurTechs across Europe. INSEAD MBA and non-executive director training.
How I think
Most commercial problems are design problems.
Companies rarely outgrow their markets. They outgrow the commercial systems that once made them successful. When growth slows, the reflex is to add salespeople, change incentives or buy new tooling. That improves execution and leaves the system itself untouched.
I work through the whole commercial system: strategy, go-to-market, pricing, partnerships and where AI fits into each. That lens is what I call Commercial Architecture. It is how I approach the work, not a method I sell.
Featured thinking
AI Moat or AI Leak?
Why some AI investments build lasting advantage and others simply improve efficiency.
Explore the framework →