Sanne De Laat Koevoets: A New Perspective On Leadership In Financial Services

Women leaders are increasingly bringing a broader perspective to the financial services industry, combining commercial expertise with a stronger understanding of customer behaviour, trust and long-term relationships. As financial institutions navigate changing consumer expectations, leadership is extending beyond financial performance to include culture, employee empowerment and the ability to build meaningful connections with customers. Sanne De Laat Koevoets represents this evolving approach through her leadership of De Hypotheker.

As CEO of De Hypotheker, de Laat-Koevoets brings an unconventional academic foundation for a financial-services leader, having studied Consumer Psychology and Strategic Marketing. This background has shaped how she approaches the business, encouraging her to consistently view decisions through the eyes of the end consumer. Rather than focusing simply on 'winning the wallets' of customers, she believes businesses should aim to 'win their hearts' by creating experiences and relationships that make customers genuinely value and trust the brand.

However, de Laat-Koevoets views education as only the starting point of leadership development. She credits the organisational cultures and colleagues she encountered throughout her career, particularly during her years at ING, with shaping her professional perspective. Her experience there gave her extensive exposure to strategy and sales within financial services, including mortgages and insurance - areas that directly complement her current leadership responsibilities.

For de Laat-Koevoets, though, technical expertise alone does not define an effective CEO. Leadership, she believes, is fundamentally about creating an environment of trust and responsibility. Giving people sufficient freedom to make decisions encourages them to take ownership rather than take that trust for granted. When that approach works, she says, it creates a self-reinforcing cycle of accountability, initiative and performance.

At the heart of this philosophy is company culture. de Laat-Koevoets believes even a challenging job can remain fulfilling when surrounded by supportive colleagues and a positive atmosphere, while a toxic environment can undermine even the most attractive role. When strong work and strong culture come together, she believes organisations can truly 'move mountains.'

Throughout your leadership journey, what values have shaped your decision-making and leadership approach?

I have learned many lessons, but three stand out. First, do the good, even when no one is watching. Reaching a goal may take longer, but the foundation will always be stronger. I owe this one -and lots more- to a wise, but more importantly a very good leader, loved by many. And great fun to be around, which probably made his lessons stick. Second, never forget where you come from, remain grateful and never take success for granted. I once learned this from my brother-in-law, he had a really tough and mind-burdening job in child protection care. He reminded me that many people work incredibly hard without receiving the recognition or rewards that corporate careers can bring.

Never Forget Where You Come From, Remain Grateful And Never Take Success For Granted

Third, never forget that you are lucky. Hard work matters, but intelligence, upbringing, opportunities and the people who recognize your potential also play a role, and all these elements are based on luck. This one is from myself. I always try to acknowledge the potential in others and I’m extra willing to, if I see that a person is modest and thankful also recognizing the luck they have.

How is De Hypotheker adapting its advisory model to changing customer expectations and digital transformation?

The financial advisory market is evolving rapidly, and as the market leader in independent mortgage advice in the Netherlands, we want to remain at the forefront. Customers increasingly expect convenience, speed and transparency. At the same time, in an increasingly digital world, people are craving authenticity and genuine connection. I recently heard neuroscientist and psychologist Elke Geraerts distinguish between Artificial Intelligence and Authentic Intelligence. I believe AI should be used wisely to reduce administrative work and improve efficiency, giving advisers more time for authentic human interaction. Financial products are becoming optimizable commodities, but trust isn't and it will never be. Technology should enhance the adviser’s role, not replace it.

How does De Hypotheker’s advisory approach help customers make informed long-term financial decisions?

Mortgages are often viewed as transactions, but we see them as life decisions. Behind every mortgage is a person, a family or a dream. By combining independent advice, smart technology and genuine human connection, we help customers look beyond simply selecting a financial product. We consider the broader picture, including affordability, protection and long-term financial well-being. Our role is to help customers understand what a decision means for their financial future and give them the confidence to make responsible choices. Ultimately, our goal is not just to help someone buy a home, but to help them build a financially secure future.

What has been one of your most important leadership lessons from navigating change?

One of the biggest lessons change has taught me is that 'Trust Matters More Than Certainty'. When people trust one another and share a common goal, they can navigate almost any challenge together. People do not expect a leader to have every answer. What they expect is someone they can trust. For me, that trust comes from being honest and transparent, providing context, creating clarity and finding common ground. Even when circumstances are changing rapidly, a leader must ensure that people remain connected to that common purpose. I believe maintaining that focus is essential to leading organisations successfully through uncertainty.

What is your long-term vision for De Hypotheker and the future of financial advisory?

I want De Hypotheker to become even more of a love brand and a trusted first point of contact for people facing uncertainty about their financial household. We already have extremely strong brand awareness - around 97 percent nationwide - and I often describe us as the Coca-Cola of independent financial advice. But I want us to go beyond being seen simply as a mortgage adviser. We should be recognised for helping people make confident and responsible financial decisions throughout their lives. For me, success is not only about business growth; it is about creating lasting value for customers, families and communities.

Sanne De Laat Koevoets, CEO, De Hypotheker

Sanne De Laat Koevoets is CEO of De Hypotheker, the Netherlands’ leading independent mortgage and insurance advisory network. With master’s degrees in Strategic Marketing and Economic Psychology, she combines financial services expertise with a strong customer-centric leadership philosophy. Her approach centres on trust, authentic connection, empowerment and building an open and fun culture built on trust that enables sustainable growth.