We talked to Roderick Kroeze: “A VvE is not a regular customer”

For many apartment owners, it is second nature: when you buy an apartment, you automatically become part of a homeowners’ association (VvE). But when it comes to banking, that reality is far less straightforward. We spoke with Roderick Kroeze, who recently joined Aareal Bank, about the Dutch market, the role of VvEs, and why he sees significant opportunities in this sector.

From Property Software to Banking

Roderick Kroeze joined Aareal Bank in March as Senior Sales Manager International. Prior to that, he spent many years working in the property software industry.

“The move may seem significant, but in reality, it is a natural progression,” he explains. “I have always worked within the real estate sector, with property managers, investors, and processes surrounding lettings and sales. That remains the case today, but now from the banking perspective.”

According to Kroeze, the decision to join Aareal Bank was a logical one. “What appeals to me is Aareal’s unique position. Many banks finance real estate, but the homeowners’ association sector is something truly distinctive.”

“A Homeowners’ Association Is Not a Standard Business”

According to Kroeze, that distinction represents both the challenge and the opportunity.

“Many traditional banks view a homeowners’ association as a business. But does that really reflect reality? A VvE is a community of property owners, with its own governance structure and dynamics.”

This has a direct impact on banking services.

“You see it reflected in the way processes are designed. Banks must, of course, comply with regulations, including customer due diligence requirements. However, standard banking processes can often make it complex and time-consuming for VvEs to open and manage accounts.”

“At Aareal Bank, our approach is different,” he says. “We work exclusively with real estate clients, including homeowners’ associations, housing associations, and real estate companies. As a result, we understand these structures better and can design processes that are better aligned with their needs.

”More Than 100 Years of Experience – Now Coming to the Netherlands

Aareal Bank is certainly not a newcomer.

“We have been operating since 1923 and hold a market share of more than 60% within the Banking & Digital Solutions segment in Germany,” says Kroeze.

The bank is now bringing that experience to the Netherlands.

“The German homeowners’ association structure (Wohnungseigentümergemeinschaft) is largely comparable to the Dutch model. There are differences, of course, but fundamentally the concepts are very similar. That allows us to adapt our proposition successfully to the Dutch market.”

That does not mean everything is copied directly.

“We are not becoming a Dutch bank. Customers are working with a German bank that has a long history and a strong reputation. That trust is essential to us.

”A Different Perspective on Security

Security is an important topic, particularly for homeowners’ associations that often build substantial reserves for future maintenance projects.

Kroeze explains that one notable difference lies in the deposit guarantee framework.

“In the Netherlands, protection is generally assessed at account-holder level. In Germany, the focus is on the individual members within the homeowners’ association. This creates a different form of coverage.”

According to him, this structure can provide additional reassurance for homeowners’ associations.

“There is less need to spread funds across multiple banks because the protection framework is structured differently.

”Test First, Scale Second

One thing that stands out is the bank’s deliberately cautious approach to entering the Dutch market.

“We did not launch with major marketing campaigns,” says Kroeze. “Instead, we are working with a pilot group of property managers who are helping us test our processes.”

He describes it as a three-stage approach.

“We begin with a small group of professional property managers. A second group follows thereafter. Only once we are confident that everything works as intended, from onboarding to day-to-day operations, do we begin scaling more broadly.”

There is a clear rationale behind this strategy.

“If you make a promise, you need to deliver on it, especially in a market built on trust and where significant amounts of money are often involved.”

“We Prefer Getting It Right Over Moving Fast”

According to Kroeze, this approach reflects the bank’s broader philosophy.

“We consciously prioritize quality over speed. Of course, we are a commercial organization, but you do not build a bank on more than 100 years of trust by rushing in and rushing out again.”

He summarizes it succinctly:

“Build steadily, step by step, based on relationships and trust. That is how we do things.”

A Dutch Team with Local Expertise

For the Dutch market, Aareal Bank operates with a dedicated local team.

“We started with a team of three,” says Kroeze. “Everyone has a clearly defined role.”

He emphasizes the importance of local market knowledge.

“We combine German experience with deep understanding of the Dutch homeowners’ association market. Frans van Berlo brings many years of experience and a strong network within the VvE sector. Pieter van Heijst helps connect the organization with the Dutch market, while I focus on further developing client relationships. That combination is essential if you want to establish a meaningful presence here.”

Transparency as a Core Principle

Finally, Kroeze highlights a topic he believes is often underestimated: transparency.

“What do we do differently? It is actually quite simple. We are transparent about costs and about what clients receive in return. No complicated pricing structures and no surprises later on.”

According to him, this is precisely what homeowners’ associations are looking for.

“It is not just about achieving the lowest cost. It is about clarity, predictability, and trust, particularly in an environment where board members are often volunteers.”

Conclusion

What remains after the conversation is a sense of pragmatism. No grand promises, just a clear philosophy: establish a strong foundation first and grow from there.

Or, as Kroeze puts it:

“You build on 100 years of trust”