# Plain Vanilla Investments

Plain Vanilla Investments is a Private Equity based in Rotterdam, Netherlands.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Rotterdam, Netherlands
- **Region:** Europe
- **Address:** Coolse Poort, 17th floor, Coolsingel 139, 3012 AG Rotterdam, The Netherlands
- **Founded:** 2003
- **Assets under management:** Undisclosed
- **Website:** www.plainvanilla.nl
- **LinkedIn:** https://www.linkedin.com/company/plain-vanilla-investments-nv

## Regulatory record

- **Reports private funds:** No

## About

Plain Vanilla Investments supports technology companies to grow into exceptional businesses. They invest in Netherlands-based companies that provide business-critical technology to their customers. As active partners they help founders and management teams achieve the next level of scale. They are hands-on partners committed to delivering return on involvement.

## Sectors

- Enterprise Software
- Healthcare Services
- Mobility & Transportation
- Industrial Tech

## People

- Hein Hoogduin — Partner
- Roy van der Geest — Partner
- Arthur Tjon — Partner
- Lars de Kock — Operating Partner
- Laurens den Herder — Investment Director

## Questions

### Who runs investment decisions at Plain Vanilla Investments?

Investment decisions rest with the three partners: Hein Hoogduin, Roy van der Geest and Arthur Tjon. All three have more than 20 years of Dutch mid-market transaction experience each. Van der Geest focuses on deal execution and firm development, Tjon brings a track record from NEON Private Equity spanning the financial crisis, and Hoogduin combines healthcare-operating expertise with a CPA background from PwC.

### How does Plain Vanilla source proprietary deal flow?

The firm relies on entrepreneurial networks and long-tenured partner relationships in the Dutch mid-market rather than broad auction processes. The team's cumulative decades at advisory firms such as Oaklins and from prior operating roles at portfolio companies create origination channels that are specific to the Benelux technology and healthcare sectors.

### What investment stages does Plain Vanilla typically target?

The entry point is mature, profitable companies in technology-enabled niches. The firm targets majority positions in businesses generating €5 million to €150 million in revenue that already have proprietary IP and a defensible market position. It explicitly requires profitability and growth, distinguishing its mandate from venture capital or distressed turnaround funds.

## Related profiles

- [Plains Venture Partners](https://altss.com/profile/plains-venture-partners)
- [Planalto Capital](https://altss.com/profile/planalto-capital)

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Updated: 2026-08-11T15:07:49.000Z

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