Messaging provider Spryng is announcing a major leadership transition! After nearly two decades at the helm of messaging provider Spryng, founder and former General Manager Marc Rottinghuis is stepping down, passing the torch to Naomi Vonk, who previously served as Country Manager for the Netherlands.
“This marks the beginning of a new chapter for Spryng,” says Rottinghuis. “Over the years, we’ve established ourselves as a leading and innovative player in Europe’s messaging landscape.” While Rottinghuis is stepping away from daily operations, he’ll remain closely connected to the company in his new role as Sales VP Europe at Commify, Spryng’s parent company.
We sat down with both Marc and Naomi to reflect on this transition, share their journeys with Spryng, and look ahead to what the future holds—from upcoming innovations to Naomi’s vision for the future.
From student project to European messaging powerhouse
Spryng began in 2006 as a university thesis with a clear mission: to reduce no-show rates in healthcare. Founders Marc, Alexander, and Jan-Paul identified a widespread issue—missing patient appointments were costing the industry hundreds of millions of euros annually.
“We hadn’t even heard of the term ‘no-show’ at first,” Marc recalls. “But once we looked into it, we realised how serious the problem was.”
The solution? SMS appointment reminders—a simple but powerful way to cut down on missed visits. Marc took the lead on the business side, while Alexander focused on tech, and Spryng was born.
Growing in a fast-moving industry
“We entered a market dominated by global messaging giants,” Marc reflects. “It was a huge challenge.” What set Spryng apart was its focus and personalised approach. “We deliberately chose to specialise in specific sectors, targeted key European markets, and prioritised the highest standards in data security. This has been our bedrock – we’ve built long-term, trusted partnerships with our clients.”
Naomi adds, “That strategy has paid off. Today, we work with over half of all Dutch hospitals and are a key messaging partner for sector market leaders like delivery leader PostNL, e-commerce giant Coolblue, and travel leader TUI. This highlights how our strong reputation has extended beyond healthcare into other highly regulated industries. We’re now the official SMS partner for Belgium’s largest bank, KBC, and we’re growing fast in Germany as well – where our focus on data privacy provides a unique market fit.”
A thoughtful transition: Spryng welcomes new leadership
Marc and co-founder Alexander Wanders transformed Spryng from an innovative startup into a trusted, forward-thinking messaging brand. Alexander left the company in 2023, but his technical legacy continues at parent company Commify.
“It’s always emotional when a founder steps back,” Marc says. “Spryng is more than a company to us – it’s something we built from scratch, with passion and purpose. It’s been a dream come true to be able to have built a successful company with my best friend.”
While Marc is stepping away from daily management, he’s not going far. As VP Sales Europe at Commify, he’ll continue to support the company’s broader goals: “Handing Spryng over to Naomi feels natural. She knows the company inside and out, having grown through the ranks. I have full confidence that she’ll lead with dedication and heart as I have always strived to do.”
Naomi’s journey: from Customer Support to General Manager
Naomi’s story at Spryng is one of resilience and growth. She joined the company through a recruitment agency, starting in customer support. “It didn’t take long to realise I was a little too commercially driven for that role,” she laughs. “But it gave me a deep understanding of customer needs, which turned out to be a huge asset when I moved into business development.”
From there, Naomi quickly climbed the ladder: first as Business Development Manager, then Country Manager for the Netherlands, and now, General Manager. Her rise through the company is a testament to her vision, determination, and loyalty to the brand.
The company’s acquisition by Commify in 2021 marked a turning point. “We started out as pioneers, running independently. Commify gave us more structure and shared insights – but we never lost our identity,” Naomi explains. “Our values, our focus on customers, and our drive to innovate remain firmly intact.”
Looking ahead: Safety first!
Naomi’s vision for the future is clear: “We want to continue growing Spryng as a top-tier messaging brand in Europe, BeNeLux and DACH in particular. While many providers focus on global markets, we’re doubling down on Europe, GDPR compliance, and EU-wide regulation. As countries increasingly feel the impact of political and social instability, we feel this is more important than ever, especially when it comes to securing messaging data.”
“Even as we scale, we’re investing heavily in data security, ensuring full compliance with European, local, and sector-specific regulations. This means that our clients can work with a leading messaging provider without having to compromise on safety.”
Spryng is also proud to be the only messaging provider in the world certified with both ISO 27001 and NEN 7510. “That says everything about how seriously we take security,” Naomi emphasises: “Our vision is simple: Safety first.”
What’s next: New features and communication channels
Naomi is full of optimism as she looks to the future. “We’ve built a strong team and a solid foundation. Now, as part of Commify, we have the resources to innovate faster and offer both new and existing services at competitive prices. It’s the best of both worlds.”
One sneak peek: “We’ve always specialised in secure and effective SMS communication, but there’s much more in the pipeline. For example, we’re working on RCS, essentially a safer, more compliant version of WhatsApp for Business, with all data stored within Europe.” Several innovative projects are nearing launch at both Spryng and Commify – so stay tuned for more soon.
Life at Spryng: ambitious and agile
Spryng isn’t just a success story – it’s a great place to work. “We have a close-knit, driven team where everyone has a voice,” Naomi says. “Titles don’t matter – everyone rolls up their sleeves. We work hard, support each other, and share the same ambition: to take Spryng to the next level. It’s a young, dynamic, and fast-moving environment where ideas get actioned quickly.”
Marc looks back on his time with pride. “The team, the customers, the energy – I’ll miss all of it. But I know Spryng is in good hands. Naomi is a strong leader and an incredible talent. I couldn’t have asked for a better successor. This is the start of an exciting new chapter.”
Important final note: Nothing changes for customers
Naomi closes with reassurance: “For our customers, nothing will change in the way we work together – except that we’re now even better positioned for the future. Under my leadership, we’ll keep building on what makes Spryng great: personalised service, top-tier security, and innovation tailored to the European market.”
