We Empower Talent.

About Appical - Esme & Elaine

We empower the world’s best employee experiences by making it easy for you to create workflows, build employee journeys and improve connections while providing you with the data you need to make better decisions.

Our story

Appical was founded in 2012. Back then, the standard was to send your new employees an extensive *paper* handbook that they had to read through at the beginning of their new job. But who is willing to read that, right?

So our founders decided this could be done easier and make the onboarding process a more memorable experience. With the mindset to innovate and digitalize the onboarding processes, we developed our onboarding platform.

Today, our employee onboarding and retention platform empowers HR departments all over the world to create tailor-made employee experiences.

Used across the globe

Onboardees on all continents receive a stellar welcome via our Appical platform.

appical users world map

Trusted in the HR landscape

Partners love working with us

Awarded by many

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Meet our leadership

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Andrei Pacurariu

Chief Technology Officer

As the Chief Technology Officer (CTO) I am the executive that is in charge of Appical’s technological needs as well as its research and development (R&D). Also, I examine the short- and long-term needs of an organization and utilizes the assets needed to help the organization/product reach its objectives. 

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Peter Straatsma

Chief Commercial Officer

As Chief Commercial Officer (CCO), I am responsible for overseeing the growth and go to market strategies. I manage a large team of employees that includes the company's Sales team but also include the Marketing and Customer Success department. I love to bring my passion, ambition and energy to the table and hope to infect others with this so they can succeed. 

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Douwe Okker

Chief Financial Officer

As Chief Financial Officer (CFO), I am responsible for all of the company’s financial functions, including accounting, audit, treasury, corporate finance, and investor relations. I also oversee and manage human resources and facilities activities. 

I will always dedicate my efforts to working smarter, not harder because I truly believe that working in a fast and cost-effective manner will help our business grow.

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Eric-Jan Pouw

Head of Customer Onboarding

I am responsible for Appical’s Customer Onboarding team. We guide our customers during the implementation process. We are successful when we deliver a beautiful, engaging app, and a happy customer. It’s our goal to turn every customer into an Appical ambassador. I want my team to enjoy their work every day and I see it as my job to provide the right context. This gives our consultants the autonomy and confidence to help our customers as they see fit.

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Barbara Volgelaar

Head of CSM

I have the privilege to lead the awesome Customer Success Team to success. My goal is to create a motivating work environment where team members can shine with their unique talents while serving our customers. Our team focuses on growth and delivering value while building close long-lasting relationships with our clients. We ensure successful launches, account expansions, retention, and renewals.

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Mark Blokhuis

Head of Marketing

As Head of the Marketing Team, I believe that we, as a thought leader, have the obligation to spread our knowledge and add value to ensure the onboarding programs from our audience are best-in-class and every onboardee has a memorable experience. 

Working with the team is an exciting experience while seeing them grow into their roles and achieve successes together or on an individual level. 

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Join the team!

We are growing fast and looking for more talent! Do you want to work for an enthusiastic and successful scale-up and conquer the world with us? Check if we have a spot for you!

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