Decision Makers
Luxembourg

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Pieter, how would you describe Firstance in just a few words?

At its core, Firstance is a Euro - pean Wealth Tech platform that bridges technology, insurance, and wealth management. We focus on bringing innovative, compliant insurance solu - tions to private banks, asset managers, and high-net-worth individuals. Today, our platform supports over €40 billion in as - sets, serves more than 15,000 clients, and we proudly operate with a team of just over 100 employees across Europe. In a few words: Firstance is where private insurance meets technology and expertise.

 

​“The opportunities are significant. Clients today expect the same digital-first experience from their insurance providers as they do from banks or wealth managers."

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​What is Firstance’s vision when it comes to digitalizing the insurance industry?

We see digitalization not as a goal in itself, but as a way to en - hance transparency, efficiency, and the client experience. The insurance sector, espe - cially in wealth manage - ment, has been slow to evolve digitally compared to banking or asset man - agement. At Firstance, our approach is to provide technology that simplifies complexity—through our FA Suite and FA Lounge platforms—making policy management, reporting, and compliance seamless for both intermediaries and policyholders. Ultimately, digitalization allows us to be more agile, more trans - parent, and deliver value faster and more securely.

 

And what do you see as the key opportunities and risks for Firstance?

The opportunities are significant. Clients today expect the same digitalfirst experience from their insurance providers as they do from banks or wealth managers. This opens a window for Firstance to position itself as the leading platform in Europe. On the risk side, the pace of technological change and increasing regulatory scrutiny require us to stay ahead, both in terms of compliance and cybersecurity. Maintaining client trust and safe - guarding data will remain absolutely critical.

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FACTS & FIGURES

• Birthday: 11 September 1973

• Place of birth: Zeven, Germany

• Nationality: Dutch

• Children: Five sons

• Languages: Dutch, English, German

• Hobbies: Sports & music

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​MY FAVOURITE

• Cities: Amsterdam and Noordwijk

• Restaurants: Langosteria Milano, Mirabelle Luxembourg

• Places: Home

• Books: (Auto)biographies and history

• Music: Live music and concerts

• Artist: Van Gogh

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​POSITION

CEO and board member of Firstance Luxembourg S.A.

 

OTHER

Executive Chairman of the Board of Firstance S.r.L. (Italy)