Medius Names Maartje van Zadelhoff as Sales Director to Scale Benelux Operations

Medius has appointed Maartje van Zadelhoff as Sales Director for the Benelux region, a strategic move signaling an aggressive push into the European accounts payable (AP) automation market. For fintech professionals, this hire highlights the increasing prioritization of regional expertise as spend management providers look to capitalize on the growing demand for automated fraud prevention and real-time financial control.

What was announced

Medius, a provider of AP automation and spend management solutions, confirmed the appointment of Maartje van Zadelhoff to oversee its commercial sales strategy across the Netherlands, Belgium, and Luxembourg. In her capacity as Sales Director for the Benelux region, she will lead the local commercial team, focusing on the deployment of Medius’s suite of financial tools designed to streamline operations for finance departments.

Van Zadelhoff brings a background in enterprise SaaS and Robotic Process Automation (RPA) to the role. She joins Medius from Freshworks Technologies, where she held the position of Senior Sales Manager for Northern and Eastern Europe. Her career also includes a five-year tenure at UiPath, where she served as Regional Vice President of Commercial Sales for Benelux and the Nordics. Her experience in financial process automation is intended to support the company’s objective of providing finance teams with greater operational efficiency.

The appointment comes as Medius seeks to address specific pain points in the Benelux market, including the need for enhanced visibility into corporate spending and more robust fraud detection mechanisms. The company’s platform aims to replace manual, error-prone processes with automated workflows, a transition that is becoming increasingly critical as finance teams face pressure to operate with higher levels of efficiency and strategic oversight. The focus remains on delivering real-time insights and control to help organizations manage their spend more effectively.

"Maartje joins Medius at a time when we see growing demand for real-time insights, control, and fraud prevention. There's never been a more important time to deliver solutions that help finance teams lead with confidence. Her track record as a commercial leader will be instrumental in driving our growth in Benelux. Her deep relationships and experience across the Benelux market make her exceptionally well-placed to accelerate our momentum there."

Ash Botten, EVP of EMEA Sales, Medius.

The companies involved

Medius is a prominent player in the global spend management and accounts payable automation sector. The company provides a cloud-based platform that automates the entire process of receiving, processing, and paying invoices, while also offering tools for procurement and contract management. By leveraging artificial intelligence and machine learning, Medius aims to reduce the manual workload associated with back-office finance functions, thereby minimizing human error and the risk of financial fraud.

With a significant presence in the European and North American markets, Medius has established itself as a key partner for mid-market and enterprise-level organizations looking to digitize their financial operations. The company has a history of expanding its product capabilities to meet the evolving needs of the office of the CFO, moving beyond simple invoice processing to offer comprehensive spend visibility. This latest leadership appointment in the Benelux region reflects a broader industry trend where specialized SaaS providers are deepening their local footprints to better serve regional regulatory requirements and business cultures.

What FF News has reported before

FF News has followed Medius’s expansion and product evolution closely, with 25 stories covering the company’s milestones. Recently, the publication reported on the appointment of Medius Appoints Chris Wilmot as Chief Financial Officer, a key addition to the executive leadership team. On the product side, the company recently introduced Medius Launches Medius Payments to Fully Embed Payment Execution Into AP Automation, which integrates payment execution directly into its AP automation platform.

The company has also been vocal about the risks facing modern finance teams. FF News covered the Medius Financial Census: 87% of Finance Professionals Admit to Ignoring Small-Scale Fraud, which revealed a significant gap in corporate oversight. Furthermore, Medius has highlighted the emerging threat of AI-driven deception, as seen in reports regarding the GPT 5.0 Launch Sparks Fresh Concern for Finance Teams Battling AI-Driven Expense Fraud.

What this means

The appointment of a dedicated Benelux lead underscores the intensifying competition within the European AP automation space. As businesses move away from legacy ERP modules toward specialized "best-of-breed" spend management platforms, the ability to provide localized support and deep market knowledge becomes a primary differentiator. The industry is currently grappling with a dual challenge: the need for hyper-efficiency through automation and the rising sophistication of financial fraud. By bringing in leadership with a background in RPA and SaaS, Medius is positioning itself to address the technical demands of modern finance departments. The broader sector remains under pressure to prove that AI-driven tools can provide a tangible ROI by catching the "small-scale" fraud that human teams often overlook.