KPN teams up with Willow to simplify social media for Dutch SMEs. Through the IRMA platform, entrepreneurs gain smarter, easier tools to grow their online presence
KPN and Willow have announced a strategic partnership to strengthen the distribution and commercialisation of Willow and Will in the Netherlands. This collaboration gives Dutch small and medium-sized enterprises easier access to social media solutions that help them grow their online visibility and attract new customers.
Making social media simple for Dutch entrepreneurs
As part of the partnership, Willow’s social media management platform will be offered through KPN’s IRMA platform, enabling IT service providers to purchase and resell Willow to their SME clients. This allows Dutch IT partners to expand their service portfolio with an intuitive, results-driven tool to manage social media consistently and effectively.
In addition, Will, Willow’s AI-powered virtual social media assistant, will be made available directly to more than 400,000 of KPN's SME and self-employed customers through loyalty and acquisition programmes. This means entrepreneurs will gain instant access to intelligent, AI-guided social media support without the complexity of traditional tools.
Supporting KPN’s evolution from telco to techco
For KPN, this collaboration fits seamlessly into its ongoing transformation from a telecoms company to a technology partner, expanding its offering with communication solutions that help customers and partners grow sustainably.
Ludwig Dumont, our CEO and co-founder shares his excitement about the partnership.
“Their reach and reputation in the Dutch market accelerate our mission to help entrepreneurs grow through social media. By combining Willow’s platform and Will’s virtual assistance with KPN’s distribution power, we’re making professional social media support accessible to thousands of SMEs across the Netherlands."
Willow has a proven track record with Dutch companies
Willow already supports several Dutch businesses that use social media to strengthen their brand and generate leads online.
- Testersuite used Willow to position itself as a thought leader in software testing, building consistent visibility and trust within a niche professional community.
- High Touch leveraged Willow’s planning and analytics tools to boost engagement and grow its reach on LinkedIn through authentic, story-driven content.
- Triniti Solutions turned complex tech topics into accessible posts with Will’s AI assistance, increasing both brand recognition and inbound traffic from Dutch B2B audiences.
"We’re not marketers, but Willow made it feel doable," Rick from Triniti Solutions explains. "We got help where we needed it and learned the rest step by step."
These examples highlight Willow’s ability to help Dutch SMEs use social media not just as a visibility tool but as a strategic growth driver.