A (very short) History of Venture Clienting
Let’s be real: the idea of companies working with other (smaller) companies to solve their problems isn’t new. Businesses have always partnered, bought from, or collaborated with others to get stuff done faster or better.
But what is new is treating this as a systematic approach to innovation. That’s where Venture Clienting - as a concept - comes in.
So where did it start?
The term “Venture Client” was coined in 2014 at BMW, where a guy named Gregor Gimmy (yes, he deserves a shoutout) developed the first structured Venture Client model. The idea? Instead of investing in startups through a corporate VC or just hoping for magic from an accelerator, BMW would become a client of startups - buying their products to solve real business problems.
Gregor later founded 27pilots, a company that helped other corporates set up their own Venture Clienting Units. Over time, the concept spread across Germany, and then across Europe.
Fun fact: The term Venture Clienting is still mostly a European thing.
In the US, the practice exists, big companies working with startups to solve problems but they just don’t call it Venture Clienting. Same thing, different branding.
In 2023, 27pilots was acquired by Deloitte, marking a kind of “coming of age” moment for the model, proof that Venture Clienting had grown from niche idea to recognized innovation strategy.
In Short
- The concept is old — the systematic approach is new.
- BMW + Gregor Gimmy = Venture Clienting pioneers.
- It started in Germany, spread across Europe, and is now a global trend (even if not always by name).
Hi, I'm Madlen, and I lead the Venture Clienting solutions at GlassDollar. At GlassDollar, we empower corporations to quickly identify and test cutting-edge startup technology. Our outstanding team of Venture Clienting experts is committed to helping corporations harness startup innovations and drive growth at any stage. Whether you need strategic consulting, support in establishing a Venture Clienting unit, or assistance in operating and scaling it, we are your ideal partner.
The Startup Advantage: How Systematic Corporate-Startup Collaboration Drives Market Outperformance.
Collaborating With Corporations—A Startup‘s Point of View
The potential of Venture Clienting, on the one hand, is full of opportunity; it allows startups to receive direct feedback, resources, and support for their projects. On the other hand, it also contains risks, with potential for a startup to lose its way in bureaucracy or, worse, fail to meet expectations. This article shares perspectives as an startup’s experience in this way of operating and optimising for better outcomes.
Collaborating With Corporations—A Startup‘s Point of View
The potential of Venture Clienting, on the one hand, is full of opportunity; it allows startups to receive direct feedback, resources, and support for their projects. On the other hand, it also contains risks, with potential for a startup to lose its way in bureaucracy or, worse, fail to meet expectations. This article shares perspectives as an startup’s experience in this way of operating and optimising for better outcomes.
Collaborating With Corporations—A Startup‘s Point of View
The potential of Venture Clienting, on the one hand, is full of opportunity; it allows startups to receive direct feedback, resources, and support for their projects. On the other hand, it also contains risks, with potential for a startup to lose its way in bureaucracy or, worse, fail to meet expectations. This article shares perspectives as an startup’s experience in this way of operating and optimising for better outcomes.
Collaborating With Corporations—A Startup‘s Point of View
The potential of Venture Clienting, on the one hand, is full of opportunity; it allows startups to receive direct feedback, resources, and support for their projects. On the other hand, it also contains risks, with potential for a startup to lose its way in bureaucracy or, worse, fail to meet expectations. This article shares perspectives as an startup’s experience in this way of operating and optimising for better outcomes.