In his new role, Kees Wolters will focus on strengthening Netigate’s market positioning and integrating the company’s expanding portfolio of customer insights solutions.
Rotterdam, The Netherlands (March 19, 2026) Netigate has appointed Kees Wolters as Group Chief Marketing Officer.
Wolters, co-founder of the digital feedback platform Mopinion, joins the role following Netigate’s acquisition of the company and will lead Netigate’s global marketing strategy as the company expands its integrated experience management platform to help organisations close the growing “experience gap” between the experience a company believes it delivers and the experience customers actually have.
“I’m excited to take on this role at a time when the experience management industry is evolving so rapidly,” says Kees Wolters, Group Chief Marketing Officer at Netigate.
“Our focus will be on strengthening Netigate’s position as a European leader in experience intelligence and making it easier for organisations to turn experience data into decisions that drive real business impact.”
Focus on strenghtening Netigate’s market positioning
Wolters has spent more than a decade helping organisations better understand customer behaviour across digital channels. In 2013, he co-founded Mopinion, which grew into a leading real-time digital feedback platform used by global brands to collect and analyse insights from websites and mobile apps.
Following Netigate’s acquisition of Mopinion, Wolters now takes on the role of Group CMO with a focus on strengthening Netigate’s market positioning and integrating the company’s expanding portfolio of customer insight solutions.
Turning insights into real impact
According to Wolters, the experience management industry still faces a fundamental challenge often referred to as the “experience gap” – the disconnect between the experience that companies believe they’re providing and the experience the customers and users have
“You can also buy cotton and make your own sweater. But eventually, most people go to the shop to buy one,” says Wolters, referring to the growing trend of companies experimenting with building their own AI-powered analytics tools.
“Technology today makes it easier than ever to generate insights from customer data. But turning those insights into real impact requires more than that.
It requires specialised platforms that bring customer data together across the organisation, and internal champions who can drive change beyond individual teams or silos.”
Deep expertise in digital experience and SaaS marketing
In his new role, Wolters will focus on strengthening Netigate’s joint product offering following recent acquisitions, including AI-powered analysis platform Lumoa and digital feedback specialist Mopinion.
The combined platform integrates surveys, digital feedback and AI-driven analysis to provide organisations with a comprehensive view of both customer and employee experience.
“We are very pleased to welcome Kees to this role,” says Maria Börjesson, CEO of Netigate. “His entrepreneurial background and deep expertise in digital experience and SaaS marketing make him a strong addition to our leadership team. Kees will play an important role as we continue to strengthen our platform and expand across European markets.”
About Netigate
Netigate is a leading European experience management platform, empowering companies to collect, analyse, and act on customer and employee feedback. With AI-driven insights and automation, we help businesses to drive engagement, improve retention, and enable companies to take actions that drive business growth. Trusted by global brands, Netigate transforms the voices of customers and employees into business growth.
Founded in Stockholm in 2005, the organisation has 1500+ customers globally, is over 130+ employees strong, with offices in Stockholm, Frankfurt, Helsinki, and Rotterdam.
Since 2022, the private equity fund GRO Capital has been the majority shareholder of the company.
