Lead the Change: How Effecty puts people first to drive sustainable growth

New direction: less control, more ownership

In the first few years, Effecty grew traditionally, with clear management layers and fixed processes. “I was advised: ‘build in hierarchy, lay down processes’. But that made me deeply unhappy,” Geert recalls.

That feeling sparked a fundamental experiment. “What if we did things completely differently? What if we gave everyone the same autonomy I have as the founder? The freedom to decide, but also the responsibility to deliver.”

It marked the beginning of a new course, in which traditional structures made room for ownership, transparency, and trust. Not because it sounds good, but because it works.

‍

Sustainability is also about people

When people think about sustainability, they often think first of the environment. CO₂ emissions, plastic use, and energy are visible and measurable. But in many service-based companies, the real impact lies elsewhere: in how you treat people.

“We are a Digital Agency, so in that sense we already have a relatively low footprint,” says Geert. “But we work with people. And how you collaborate, make decisions, deal with mistakes, that’s where our impact lies.”

At Effecty, sustainability means giving people the freedom to work with engagement and responsibility, and to take pride in their work. There’s room to take initiative, to make mistakes, and to grow. Employees aren’t just there to carry out tasks; they’re a real part of the company.

‍

Openness as a driving force

The cultural shift also led to changes in the company's structure. Transparency became a core value. “Here, everyone knows what their colleagues earn. We share everything: numbers, contracts, expenses. Even my salary is partly decided by the team.”

No one at Effecty works with fixed working hours or workplaces. “People decide for themselves where, when and how they work. We focus on results and customer satisfaction, not on presence.”

That requires trust, but it also pays off. People feel valued, take initiative, share ideas, and act like co-owners. Today, 11 out of 20 team members even hold actual ownership through a certificate scheme. “If you take people seriously, you should also give them access to everything you have as an entrepreneur: information, influence, and ownership.”

‍

Having a say starts with understanding

Effecty, consciously chooses a different interpretation of governance. No top-down structure, but a model in which everyone participates in decisions about investments, salaries and the direction of the company.

But that also requires something from people. “You can’t expect someone to help decide on profits if they’ve never been taught what billability means or how taxes work. That’s why we take the time to explain it. For us, governance isn’t about control, it’s about trust. And that trust begins with yourself.”

‍

From planting trees to impactful projects

Although the environmental impact of a service company like Effecty is relatively limited, they still feel a sense of responsibility for their impact. Geert, a nature enthusiast, deliberately looks beyond the company’s operations. The CO₂ emissions from sources such as servers, cars, and equipment are offset each year through projects that deliver more than just climate benefits.

“We started by planting trees,” Geert explains. “But by now we choose projects with broader impact, that not only contribute to CO₂ reduction but also stimulate local entrepreneurship and help restore the balance of flora and fauna.”

In addition, the team operates entirely paperless, and they collectively decide each year which charities to support. “No marketing story, just doing what we think is important.”

‍

Freedom is not the same as no responsibility

A culture of freedom sounds appealing, but it’s not always easy.

“Not everyone is used to having this much freedom. Sometimes people think, 'Surely this is being abused.' But that rarely happens. And by now, the team defends our culture fiercely.”

Effecty’s strength is in patiently giving people the space they need to grow. Not to punish mistakes, but to use them as learning experiences. And to continue investing in one another.

“Sometimes you see someone making a mistake and you think: this will go wrong. You want to intervene, but that doesn’t fit our culture. People have to experience for themselves what works and what doesn’t. That’s the only way to learn truly.”

‍

LEAD THE CHANGE starts with you

Geert is clear: not every company needs to do it this way. However, he does challenge entrepreneurs to consider what truly matters to them.

“Are you building a business that suits you? Or are you just following what everyone else is doing?”

His advice: dare to experiment, and let go of what you’ve been taught. “Success is not just profit. Success is also being excited to go to work every day. And being proud of what you do.”

‍

“And if you want to run a sustainable business, don’t forget about your people.”

‍

Effecty shows that true sustainability goes beyond CO₂ or going paperless. It lies in how you work together, how you build trust, and how you share ownership. Do you also want to demonstrate how your business makes a positive impact? Socially, organisationally, and ecologically? At Eevery, we help you map that out and improve step by step. Let's plan a meeting to explore how we can strengthen your impact together.