In 2001, Hans Bouman founded Business to You (B2U). This year, together with his team, he celebrates a quarter-century of stability in the ever-changing world of online payments and cybersecurity. What began as a desire for independence and the freedom to chart his own course has grown into an independent beacon for organizations seeking tailored solutions and exceptional service.
From Customer Service to Entrepreneurship
Hans began his career at Visa, first as a Customer Service Representative and later as a Functional Systems Administrator. The key lessons he learned from those two roles—service and technology—would later become the foundation of B2U. “I genuinely enjoy helping people. Whether it’s through knowledge, processes, or technical expertise, I use everything I know to support my clients. That commitment to service is something I truly learned at Visa ”His technical aptitude quickly stood out and shaped his role as a systems specialist. “I understood how credit card systems worked, including on an international level. Driven by my desire to improve things, I pioneered new tools and processes. In that sense, I was a little ahead of my time.”
Around 1996, as the internet began to emerge, Visa launched a project to enable online credit card payments and appointed Hans as Project Manager. “I’ll always be grateful to them for that opportunity. It marked the beginning of my journey in online payments.” Representing Visa Netherlands, Hans was involved from the very beginning of the SET (Secure Electronic Transaction) protocol and launched the solution a year ahead of Interpay (Mastercard). He had many more ideas, but the market simply wasn’t ready for them. “That was the moment I decided to follow my own path and start my own business as a Payment Consultant.”
Belgium and the Banks
In B2U’s early years, when online payments were still considered innovative—and often viewed as something of a mystery—Hans played a pivotal role at the Belgian payment provider Ogone. Through his consulting work, he introduced so many Dutch e-commerce clients to Ogone that the company started asking, “Who is this guy from the Netherlands?” This eventually led to an interim position as Country Manager for the Netherlands. Over the course of three years, he helped bring one thousand customers live on the platform, including companies such as Martinair and Q-Park. He also oversaw the launch of five white-label payment solutions for major banks, including Rabobank, ING, Fortis, BNG Bank, and ABN AMRO. “The fact that these banks selected our platform as their white-label solution was unprecedented. The trust they placed in both me and Ogone is something I’m still proud of today.”
The Law of Nature in the Online Payments Industry
When asked why his work remains fascinating after 25 years, Hans often refers to the Second Law of Thermodynamics. “Everything becomes more complex. Take bicycles, for example. They used to be just bicycles with a chain. Today there are hundreds of types of bikes, electric models, gears, braking systems, sensors, and software. Payments have evolved in exactly the same way. In the past, there was the credit card—and that was it. Today, there’s an explosion of payment methods, regulations, and technologies. Many businesses can no longer see the forest for the trees. I see it as my job to remove that complexity and guide customers in a practical way. The beauty of all these developments is that this industry never stops being interesting.”
Making Online Payments Easy and Secure: Trust Guard & PayByLink
Over the past 25 years, Hans has never strayed from his original role as a Payment Consultant. “I still spend every day interpreting the market. I can quickly tell whether a new development is likely to succeed—or not—and whether it’s secure.”
His deep understanding of the strict standards within the credit card industry led, among other things, to a partnership with Trust Guard and the development of a proprietary dashboard in 2005. The solution helps businesses scan their websites daily for security vulnerabilities. “People often underestimate how dangerous the internet can be. We make a technically complex product like website security scanning accessible and understandable for everyone. Whether you’re a large corporation, a Payment Service Provider, or a small online store, you want your security in order.”
In 2015, B2U launched its sister company, PayByLink—a flexible Payment Initiation solution that makes online payments simpler, faster, and more efficient through payment links sent via email, SMS, or QR code. Today, with hundreds of customers and integrations with more than twenty Payment Service Providers, the company continues to innovate, constantly developing new features and integrations.
All of this is achieved by a team of eight people, including two colleagues who work remotely from Suriname and Sri Lanka. This structure allows us to remain flexible and highly accessible, with short communication lines that translate into excellent service and personal customer relationships.
B2U’s Position in the Market
In a market dominated by giants such as Mollie and Adyen, B2U has deliberately carved out its own niche. Hans does not see B2U as a competitor to the major payment providers, but rather as the missing link. “Large providers are excellent when it comes to standard solutions. We serve organizations that require technical customization, personal service, and expert guidance. Think of universities, colleges, municipalities, government agencies, as well as large companies in sectors such as tourism and parking services. We stand beside entrepreneurs and organizations that need support in a world that is becoming increasingly complex. We are able to explain the functional and technical aspects of online payments, provide market insights, and remain genuinely accessible to our customers. If there’s an issue, we’re there immediately.”
A Pragmatic View of the Future
Outstanding service and the right expertise. Is the formula for 25 years of successful entrepreneurship really that simple? “Yes—but only if you also have the drive to stay ahead. I’m a very practical and efficiency-driven person. If something doesn’t make sense, it bothers me. If the same task is repeated ten times, it should be automated. That has always been a guiding principle for me: I want to make things better and easier. And very often that means automation. I’m 57 years old, and right now I’m thoroughly enjoying experimenting with AI-assisted coding. That drive is simply part of who I am.”
After 25 years, Hans is far from finished. As new developments such as the digital euro and upcoming payment regulations like PSD3 approach, B2U’s mission remains unchanged. “I’m still just Hans. I work hard, I enjoy what I do, and I genuinely like helping customers. I’m not someone who focuses on elaborate plans or ambitious targets. Provide great service, adapt to the market, and excel at your craft. That’s how I’ve grown the business over the past 25 years. And as long as the online payments industry continues to evolve, I’ll continue helping our customers. I’ve always been on the customer’s side—and that won’t change over the next 25 years.”
