What's The Price
By WTP Buynamics B.V.
WTP Buynamics B.V. is a specialized Dutch software company that has established itself as a leader in procurement negotiation intelligence. Founded in 2015 and headquartered in Breda, Netherlands, the company was born out of the practical frustrations of experienced Chief Procurement Officers who lacked reliable data to counter supplier price increases. Buynamics focuses on 'pragmatic software' that bridges the gap between raw data and strategic action. Their mission is to help procurement professionals reach the next level in negotiation performance through fact-based insights. The company is known for its deep expertise in the manufacturing, retail, and wholesale sectors, providing transparency into complex global supply chains. With a team that combines decades of procurement experience with modern data science, Buynamics serves a global client base from its offices in the Netherlands, maintaining a strong position as a high-growth SaaS innovator in the European procurement technology landscape.
The company was founded in 2015 by Robert Driessen, a seasoned procurement veteran with over 20 years of experience as a CPO for major international organizations such as Bruna and Quantore. Robert’s vision was sparked by the constant struggle of buyers facing 'know-it-all' suppliers who often used market volatility as a shield for unjustified price hikes. He was joined by other procurement experts who shared a collective frustration with the existing lack of transparency in cost structures. The company, initially known as WTP Buynamics, was built in 's-Hertogenbosch and later moved to Breda. The foundational goal was to create a tool 'built by buyers for buyers,' ensuring that the interface and outputs were optimized for the high-stakes environment of a negotiation room rather than just for data analysts. This practitioner-led approach has remained a core part of their identity as they evolved from a niche tool into a globally recognized platform.
What's The Price has primarily grown through strategic partnerships and revenue-driven expansion. A major milestone in its financial history was the formation of a significant joint venture with Simfoni, a global leader in spend analytics, in October 2020. This partnership was designed to bring 'What's The Price' capabilities to the United States market, substantially increasing the company's global footprint and financial valuation. Eric Hiller, a renowned expert in product cost management, was appointed as the Managing Director for the WTP USA division as part of this expansion. While specific venture capital rounds are not publicly disclosed in the same manner as US-based startups, the collaboration with Simfoni effectively acted as a Series-level growth catalyst, providing the capital and infrastructure needed for global scale. The company continues to operate as a profitable, high-growth Dutch BV with strong backing from its strategic international partners.
The company’s product ecosystem is centered around two primary SaaS solutions: WTP (What's The Price) and VRS (Vendor Rating Solution). WTP is the flagship 'should-cost' modeling platform, which provides detailed transparency into product cost structures across 365 industries and 160 countries. It tracks over 3,000 raw materials, ranging from metals and plastics to food and wood products. VRS complements this by focusing on the relationship side of procurement, allowing organizations to track and improve supplier performance through standardized rating systems. Together, these tools provide a 360-degree view of the procurement landscape—cost and performance. The offerings are available as standalone SaaS products or can be integrated into broader spend management suites. Recently, they have expanded their offerings to include industry-specific modules for sectors like construction and fast-moving consumer goods (FMCG), ensuring that the cost models reflect the unique drivers of different manufacturing verticals.
Since its inception in the Netherlands, WTP Buynamics has expanded rapidly onto the global stage. The most critical expansion occurred in 2020 with the launch of its US operations via a joint venture with Simfoni. This move allowed WTP to serve large North American manufacturers and retailers directly. Currently, the platform's data coverage spans 160+ countries, making it a truly global tool capable of supporting localization for regional labor and energy costs. They have also established a strong presence in the DACH region (Germany, Austria, Switzerland) through partnerships with procurement associations and consultancy firms. The company has focused heavily on geographic expansion into emerging manufacturing hubs in Asia and Eastern Europe, ensuring that their labor and overhead data remains accurate for global sourcing teams. Their participation in international procurement forums and conferences like 'Best in Procurement' highlights their commitment to becoming the global standard for should-cost intelligence.
In the last 18 months, WTP has introduced several significant enhancements aimed at modernizing the user experience and expanding the scope of its analysis. A major addition is the 'Sustainability Data' module, which integrates CO2 and carbon footprint tracking directly into the cost models, allowing buyers to see the environmental impact of their procurement decisions alongside the financial cost. The platform has also rolled out 'Agentic AI' features in collaboration with Simfoni, which use advanced language models to provide narrative insights and automated root-cause explanations for price movements. Another recent update is the 'Enhanced Industry Benchmarking' tool, which provides more granular data on overhead and administrative cost drivers across specific manufacturing niches. The 'Supplier One-Pager' generator was also revamped to include more visual analytics, making it easier for buyers to present complex cost data clearly during live negotiation sessions. These updates reflect a strategic move towards a more holistic 'Intelligent Agreement Management' approach.
The culture at WTP Buynamics is defined by a blend of deep procurement professionalism and a dynamic, startup-oriented energy. Founder Robert Driessen often emphasizes a philosophy of 'having fun while doing business,' which translates into a work environment that values personal drive, risk-taking, and transparent communication. The team consists of 'procurement nerds'—individuals who are passionate about data transparency and empowering the buyer community. There is a strong emphasis on continuous learning and peer-to-peer training, with many employees coming from high-level sourcing backgrounds. The company maintains a flexible, hybrid-friendly work model, with offices in Breda and 's-Hertogenbosch designed to foster collaboration. Values like 'doing what you promised' and 'building human relationships' are central not just to their internal operations but also to how they advise their clients to manage suppliers. This culture of pragmatic expertise and integrity is a key differentiator in the crowded SaaS market.
What's The Price maintains an active and influential role within the procurement community, particularly in the European market. The company is a key partner of NEVI, the Dutch association for purchasing management, where Robert Driessen regularly provides training and thought leadership on 'should-cost' modeling and negotiation tactics. They maintain a strong online presence through webinars and white papers that educate the broader procurement community on moving beyond the 'Kraljic Matrix' to more dynamic cost-based strategies. The company also hosts user group sessions and contributes to major industry reports like the 'eSolutions Report.' Their LinkedIn community is a hub for discussion on commodity trends and sourcing challenges, frequently used to share real-time insights on global market volatility. By fostering a community centered on 'Negotiation Performance,' WTP has built a loyal following of practitioners who advocate for a more transparent and data-driven procurement profession.
