Our Team

Roy joined Plain Vanilla Investments in 2009. Since then, he has held executive and non-executive board positions at several portfolio companies. He began his career in M&A advisory at Oaklins. Prior to joining Plain Vanilla Investments, he ran his own investment and advisory firm. With more than 25 years of experience in Dutch mid-market transactions and an entrepreneurial mindset, Roy focuses on deal execution and the continued development of Plain Vanilla Investments. 

Roy holds a Master’s degree in Business Administration from Erasmus University Rotterdam.

E-mail: roy.van.der.geest@plainvanilla.nl
Tel: +31 6 51 14 67 41

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Arthur joined Plain Vanilla early 2017 and has over two decades of M&A and private equity experience. Before Plain Vanilla, he was a managing partner at NEON Private Equity, where he was responsible for several highly successful investments and exits throughout the financial crisis. Before making a career switch into private equity, Arthur worked for 10 years at Oaklins, where he was a partner.

As an investor Arthur is result-driven and has a high degree of involvement. He has a proven track record in realising change and growth. He is accustomed to working in a wide variety of domestic and international business environments, from large listed companies to small, owner managed enterprises. During his career he held several board positions and worked amongst others with companies in food, medical devices, technology and business services.

Arthur holds a Master’s degree in Civil Law from Erasmus University Rotterdam

E-mail: arthur.tjon@plainvanilla.nl
Tel: +31 6 22 24 40 52

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Hein is one of Plain Vanilla Investments’ original founders. Hein has fulfilled executive and advisory roles for a variety of different healthcare organisations and institutions (health insurers, hospitals, mental healthcare and elderly organisations, laboratories, primary care and occupational health). Hein also invested in various healthcare organisations and software and data suppliers for the healthcare industry. He has developed a special interest in the digitalisation of healthcare and healthcare processes, interoperability, the human factor and quality of healthcare in general. Additionally Hein has substantial experience in private equity, venture capital and information systems risk assessments as a former transaction services advisor for PricewaterhouseCoopers.

Hein holds a master’s degree in business economics from Erasmus University Rotterdam and is a (non-practising) certified public accountant.

E-mail: hein.hoogduin@plainvanilla.nl
Tel: +31 6 22 40 12 28

Lars joined Plain Vanilla Investments in 2022 as CEO of portfolio company Begra Group, and joined the investment team in 2025.

Before that, he ran several PE-owned e-commerce companies in the B2B and B2C sector, was Investment Manager at Mentha Capital, strategy consultant at McKinsey & Company, and began his career developing and marketing a SaaS solution for the European insurance industry.

Lars holds an MBA degree from the Kellogg School of Management at Northwestern University.

E-mail: lars.de.kock@plainvanilla.nl
Tel: +31 6 54 32 32 63

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Laurens joined Plain Vanilla in 2019. He started his career at Optiver, a proprietary trading company active on all major financial markets around the world, where he worked in risk management. In 2015 he moved to Antea Participaties, a private equity firm focused on lower mid-market companies based in The Netherlands. Prior to joining Plain Vanilla, he worked at Total Specific Solutions, a strategic software investor active throughout Europe. Laurens has 10 years of direct investing experience in several industries, ranging from business services to food, manufacturing and software companies.

Laurens holds a Master’s degree in Economics from Erasmus University Rotterdam.

Laurens likes solving complex problems that require an analytical approach. He has a passion for deal structuring, negotiating and understanding business.

E-mail: laurens.den.herder@plainvanilla.nl
Tel: +31 6 30 78 51 93

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Joep joined Plain Vanilla Investments in 2025. Before that, he worked at YANMAR as an M&A Business Analyst, working on cross-border deals and strategic acquisitions. He started his career at RSM, gaining experience in Corporate Finance, Financial Due Diligence, and Valuations.

At Plain Vanilla, Joep is involved in assessing investments, financial modelling and managing portfolio companies.

He holds a Master’s degree in Financial Management from Nyenrode Business Universiteit and a Bachelor's degree in Industrial Engineering & Management.

E-mail: joep.geurts@plainvanilla.nl
Tel: +31 6 12 25 92 47

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Ingrid joined Plain Vanilla in 2025. Ingrid started her career at KPMG audit where she worked for 9 years. After that, Ingrid has 24 years of experience in several finance roles and management positions and combined these roles with the responsibility for HRM.

In 2001 she started her finance management career at Schoevers, a Dutch educational company. In 2015 she joined DDL, a laboratory organization, both PE-backed companies.

Ingrid holds a bachelor's degree in economics and is a certified public accountant (University of Amsterdam).

Ingrid combines her analytical and finance skills to structure and improve (financial) reporting and compliance.

E-mail: ingrid.kolenbrander@plainvanilla.nl
Tel: +31 6 52 05 61 67

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