How Propeller took shape
After building Hippo into a Gartner Magic Quadrant leader in Digital Experience Platforms and the successful sale to Bloomreach, Jeroen saw the power of AI in e-commerce. Back from Silicon Valley, he was wondering:
Why wasn’t anyone doing this for B2B?
That’s when he connected with Jans, who’d spent years leading sales teams at Dell. From his side of the table, the problem was obvious: top reps were drowning in admin and CRM busywork, while the company’s e-commerce stack lived in a separate universe—no visibility, no intelligence, no real help for the sales team.
So they started Propeller to fix exactly that.
Propeller gives sales teams the Insights and AI Assistance they actually need and finally connects sales and e-commerce into a single system—one place to see customers, close deals faster, grow revenue, and make buying radically easier for B2B customers.
We discovered quickly that B2B commerce is fundamentally more complex than B2C. There are more exceptions to manage, higher expectations to meet and deeper customization requirements.
We assembled an engineering team with decades of B2B commerce expertise and partnered directly with real customers from day one—building a platform grounded in the day-to-day realities they face, not theoretical ideals.
Today, we're innovating alongside our customers and partners, integrating AI agents into our platform to transform what was once a distant aspiration into tangible reality.
Built around real customers
Life at Propeller
We're a global team of builders with offices in Amsterdam and Skopje, united by our shared values: commitment, humor, smart, together and outspoken.
We love to innovate and collaborate in our ecosystem, together with our implementation partners, customers and technology partners we can deliver world-class solutions.
We focus on team work and love to spend time together.
Jans Graver, CRO
After finishing his MBA at Ormit, Jans jumped straight into the deep end—he was the first person on the ground building out Nortel Networks' North European operations. From there, he spent seven years at Dell moving through different leadership roles in sales and customer success, learning what actually makes teams tick.
He went on to sales positions at F5 and Gartner, but something kept nagging at him: sales teams were drowning in busywork when they should be selling. That's what pushed him to take the leap with Propeller—finally tackling the problem he'd been watching for years.
