Veldmaat Payments / B-Brain – Discovery
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Veldmaat Payments: documents · 2025-09-26 10:45
Joost Verbeek, Head of Data at Veldmaat Payments, described three disagreeing merchant views reconciled by hand. He wants one sourced view, written data and security assurance, and a dated plan ahead of a year-end board review.
What was said
What this says
Current to 11 Oct 26Joost Verbeek, Head of Data at Veldmaat Payments, described three disagreeing merchant views reconciled by hand. He wants one sourced view, written data and security assurance, and a dated plan ahead of a year-end board review.
What happened: Joost described account managers, merchant risk and support each holding a different picture of a merchant across HubSpot, the accounting system and Zendesk. His team reconciles them by hand, and the answer is old by the time it arrives.
Customer view: He wants one page per merchant and plain-language answers that show their source. He will not accept a verbal answer on where data sits and who can see it.
Commercial: Tom Ashdown placed this as a Growth shape and said he would confirm price in the proposal. The pencilled target close was Tuesday 16 December 2025, described as an aim rather than a promise.
Watch: The target date has passed and the evidence does not show whether a proposal or order form followed. The written security answer and the dated steps were both owed by Tom.
Themes
Current to 9 Oct 26Theme
One merchant view discovery
Importance
upsell
Sentiment
positive
Voice
champion
Who was there
B-Brain
CRMmade from
Them
CRMmade from
Follow-up
Next steps
Current to 9 Oct 26- Tom Ashdown to send the written data and security write-up early the following week.
- Tom Ashdown to run a demo on Veldmaat's own HubSpot and Zendesk data with a solutions engineer.
- Tom Ashdown to send the written proposal and put dates on all three steps in the follow-up.
Risks
Current to 9 Oct 26- Compliance will not accept a verbal answer on data residency and access, so the written write-up gates progress.
- The target close was tied to a board review in the last weeks of the year and the evidence does not show it was met.
Opportunities
Current to 9 Oct 26- Growth tier across account managers, merchant-risk analysts and the data team, with a management dashboard view later.
- Call recordings from account managers could be added as a later connector once the first three sources are clean.
Transcript
Tom Ashdown NoneJoost, hello. Can you hear me alright? I had you on mute for a second there. Right, there you go.
Joost Verbeek NoneYes, I hear you. Good morning, Tom. Before we start, the actions from our first conversation. Did you do what you said you would do?- Tom Ashdown NoneHa, straight in. Yes, I sent the outline of how the brain sits inside your own Snowflake account, plus the short security summary. If it didn't land, tell me and I'll resend it today. How's your week been, anyway?
- Joost Verbeek NoneBusy. It is Friday, so merchant risk is finishing the weekly review. It is fine. Let us use the time well.
- Tom Ashdown NoneNo drama. So today is mostly me listening. I'd like to understand what your team does now, which systems it touches, and where it hurts. Then I can come back with something sensible rather than a brochure. Is that okay?
- Joost Verbeek NoneYes. To be honest, that is the right way round. Shall I start with the problem?
- Tom Ashdown NonePlease.
- Joost Verbeek NoneWe are a payment service provider for e-commerce merchants in the Benelux. We are licensed, so our regulator expects us to know our merchants. The account managers look at one picture of a merchant in HubSpot. Merchant risk looks at another, in the accounting system and in the tickets. Support lives in Zendesk. Three pictures, and nobody agrees which one is true.
- Tom Ashdown NoneRight. And when they disagree, who sorts it out? Is it you, or your team?
- Joost Verbeek NoneMy team. We are the people who reconcile by hand. Somebody exports three files, puts them next to each other, and then we send a message to ask the account manager what is going on. It takes hours. And the answer is old by the time we have it.
- Tom Ashdown NoneMm. Hours per merchant, or hours per review?
- Joost Verbeek NonePer review, for the merchants that look unusual. For the normal ones nobody checks, and that is also a risk, no? We only look when something is already strange.
- Tom Ashdown NoneThat's a fair point, and it's the one I hear most. People only look once something has gone wrong. What would you want instead? If I gave you a wand.
- Joost Verbeek NoneOne view of each merchant. Account manager and merchant risk open the same page and see the same things: the contact history, the open tickets, what was invoiced and what was paid. And I want to ask a question in normal language and get an answer with the source behind it. Not a guess. I need to see where it came from.
- Tom Ashdown NoneThat's exactly what the brain is for. It reads from HubSpot, Zendesk and your accounting system, builds the pages inside your Snowflake account, and every answer points back at the record. Nothing leaves your account.
- Joost Verbeek NoneThat last part is important for us. Our compliance people will ask. So what is the plan for the data, where does it sit, who can see it?
- Tom Ashdown NoneLeave that with me, I'll get you the proper write-up so you're not relying on my memory. Short version, it runs in your Snowflake, you control access, we don't copy it out. But I'd rather you had it in writing for your compliance colleagues.
- Joost Verbeek NoneGood. In writing, yes. I do not accept a verbal answer for this.
- Tom Ashdown NoneWouldn't expect you to. Now, the systems. HubSpot, Zendesk, the accounting system. Anything else that matters for a merchant view? Calls, email, anything in a shared drive?
- Joost Verbeek NoneNot in the first phase. Maybe later the call recordings from the account managers. First we want those three right. If we try to do everything we will do nothing.
- Tom Ashdown NoneSensible. Three sources, get them clean, then widen. Who would use it day to day?
- Joost Verbeek NoneThe account managers, a good number of them. The merchant-risk analysts. My own team to maintain it. And I would want a view for the management team, but that comes after.
- Tom Ashdown NoneThat sounds like a Growth shape to me, several teams, a handful of connectors, dashboards for management later. I won't quote you a price from memory, I'll confirm it properly in the proposal. But that's the tier I'd be looking at.
- Joost Verbeek NoneFine. What is the timing? Because we have a review with our board in the last weeks of the year, and I would like to say that this is in place, or at least in progress.
- Tom Ashdown NoneWe've pencilled the target close at Tuesday 16 December 2025, but that's the date we're aiming at rather than a promise. If we get the proposal to you in good time, and your security people are happy, it's realistic.
- Joost Verbeek NoneSo what is the plan between now and then? I would like the steps, with dates, not a general idea.
- Tom Ashdown NoneFair. Step one, I send the data and security write-up, early next week. Step two, we do a demo on your own HubSpot and Zendesk data, so you see your merchants and not a made-up company. Step three, the written proposal. I'll put dates on all three once I've checked diaries.
- Joost Verbeek NoneGood. Put the dates in the follow-up. And bring someone who can answer technical questions on the demo. I will bring one of my engineers.
- Tom Ashdown NoneDone. I'll bring our solutions engineer. Anything I've missed, anything you thought I'd ask and didn't?
- Joost Verbeek NoneNo. It was clear. Thank you, Tom.
- Tom Ashdown NoneBrilliant. Speak soon, Joost. Cheers.
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