Samuël van der Berg

Why this persona fits the audience

He works as a fractional finance consultant in Rotterdam for a handful of startups and nonprofits, sending milestone invoices and retainers from a bookkeeping setup he already uses. His client list is small, but cross-border billing comes up often.

• Age: 37
• Location: Rotterdam, Netherlands
• Occupation: fractional finance consultant
• Income: EUR 82k
• Education: master's in finance
• Company size: Self-employed, serving 4-6 clients concurrently.
• Years in role: 7

“The true value of finance isn't just in the numbers, but in the clarity and structure it brings to decision-making.”

Samuël van der Berg, a 37-year-old fractional finance consultant based in Rotterdam, has carved out a distinct professional niche by serving a curated selection of startups and non-profit organizations. His journey into this role began after completing his master's in finance, where he developed a keen interest in the practical application of financial principles within dynamic business environments. Initially, he worked within a larger firm, but the rigid structure and bureaucratic layers felt stifling. He craved the autonomy and direct impact he could have by working with smaller, mission-driven entities. This led him to establish his consultancy seven years ago, focusing on providing essential financial oversight and strategic guidance on a part-time basis. His current client roster, typically comprising four to six entities, reflects his deliberate choice to maintain quality over quantity. He leverages a robust, self-managed bookkeeping system that he has refined over the years, which allows him to efficiently handle milestone invoicing and retainers. A significant portion of his work involves navigating the complexities of cross-border transactions, a common challenge for his growing international client base, particularly those operating between the Netherlands, Germany, and the UK. Samuël is driven by a deep-seated need for order and usefulness; he finds satisfaction in bringing financial clarity to organizations that might otherwise struggle with complex accounting. His independence is paramount, allowing him to set his own hours and choose clients that align with his professional values. He is highly conscientious, viewing accuracy and reliability not just as job requirements but as ethical imperatives. While not overtly social, he maintains professional relationships built on mutual respect and consistent performance. His income of EUR 82k reflects his specialized expertise and the value he delivers, allowing him a comfortable, albeit not extravagant, lifestyle. He views money as a tool for security and enabling his professional pursuits, rather than an end in itself. His recent decision to focus more on international tax compliance for startups stems from observing a recurring pain point among his clients, aiming to further solidify his expertise in a high-demand area.

Background & daily life

A day in their life

Samuël's typical weekday begins at 7:00 AM with a strong espresso and a quick scan of international financial news. By 8:00 AM, he's in his home office, reviewing his schedule and prioritizing tasks for the day. The morning is usually dedicated to client work: analyzing financial statements for a Dutch startup, preparing a cross-border invoice for a client in Germany, or reconciling accounts for a non-profit. He takes a short break around noon for a simple, healthy lunch. The afternoon might involve a virtual meeting with a client in the US, followed by deep work on financial projections or tax strategy. He aims to wrap up client-facing tasks by 5:30 PM, dedicating the last hour to administrative duties, professional development reading, or planning for the next day. Evenings are for personal time, often involving cooking, reading, or a quiet walk along the Maas.

Lifestyle

Samuël’s life in Rotterdam is characterized by disciplined routines and a focus on professional growth. He lives alone in a meticulously organized, modern apartment, valuing his quiet space for deep work. His mornings begin with a precisely brewed espresso and a review of financial news before heading to his home office or a co-working space. Weekends often involve exploring Rotterdam’s architecture, visiting local markets for fresh produce, or dedicating time to personal research projects related to finance. He maintains a healthy lifestyle through regular cycling and mindful eating, viewing his well-being as crucial for sustained professional performance. Financial prudence is a cornerstone; he budgets carefully, prioritizes long-term savings, and avoids unnecessary expenditures, preferring investments in knowledge and tools that enhance his work.

Work life

As a fractional finance consultant, Samuël navigates a dynamic landscape of startups and non-profits, primarily within the Rotterdam area but with a growing international client base. His days are a blend of strategic financial planning, meticulous bookkeeping, and proactive client communication. He manages the financial health of several small entities, ensuring compliance, optimizing cash flow, and preparing them for growth or funding rounds. The core of his work involves translating complex financial data into actionable insights for founders and directors who may lack deep financial expertise. He relies heavily on his existing, robust bookkeeping software, which he has customized over the years, and a suite of spreadsheet templates for analysis and reporting. The pressure comes from juggling multiple client needs, tight deadlines, and the inherent uncertainties of early-stage businesses, all while maintaining the high level of accuracy his clients depend on.

Relationships

Samuël maintains a close but professional relationship with his clients, built on trust and consistent delivery. His primary social circle consists of a few long-standing friends from university, with whom he shares intellectual discussions and occasional dinners. He has a good rapport with his parents, who live in a nearby town, and visits them monthly. He doesn't seek external validation but values the opinions of a select few trusted peers in the finance community for professional advice.

How they decide

Samuël is a highly analytical and research-driven decision-maker. He meticulously evaluates options, weighing pros and cons based on efficiency, reliability, and long-term utility. He prefers solutions that integrate well with his existing systems and workflows, avoiding anything that introduces unnecessary complexity or potential points of failure. He is not impulsive and will often spend time testing or thoroughly investigating before committing to a new tool or process, prioritizing proven effectiveness over novelty.

How they sound

Speaks with a clear, measured cadence, using precise language. His tone is professional and calm, even when discussing complex financial matters. He avoids slang and overly casual expressions, preferring direct and unambiguous communication. He tends to use Dutch financial terminology when appropriate but can articulate concepts clearly in English for his international clients. He rarely expresses strong emotional opinions, focusing instead on factual analysis and logical reasoning.