Scaleup FlandersInterviewEnglish
Rebuilding a company for the AI era
A candid interview on changing our organisation, bringing AI into everyday work and moving quickly when the business model itself is shifting.
NICOLAS FINET · MEDIA ARCHIVE
The story, as it happened.
Podcasts, video interviews, guest articles and a few chapters from building Sortlist and Overloop. From the first startup stories to the conversations we’re having today.
61articles & appearances
43publications & shows
2014–2026years in the archive
Press, podcasts & video
Newest first2026
11 entries- Scaleup Flanders
Nemesis Branding AgencyPodcast interviewGuestFrenchWTF · Episode 6
Building a business around the right conversation
A long-form conversation with Sydney Funck about sales, product, buying signals and the decisions behind building Sortlist and Overloop.
L’EchoExpert commentaryFrench · SubscriptionAI agents are becoming part of the organisation
Maxime Samain includes my perspective in his reporting on Belgian businesses bringing AI agents into their day-to-day operations.
Le Mouton à 5 pattesPodcast interviewGuestFrenchEpisode 96
Growing without losing clarity
Stéphanie Reniers and I talk about keeping an organisation clear and effective as it grows, making difficult choices and staying aligned with the business.
De TijdInterviewDutch · SubscriptionMaking a radical bet on AI
Ben Serrure examines our shift from agency matchmaking toward AI-powered business development, and the decisions behind that change.
Wallonia.beInstitutional featureFrenchFrom a Belgian idea to an international B2B platform
Wallonia’s feature explores our beginnings, international growth and the role of data and AI in connecting companies with expertise.
IKAgNewsletterDutchWhat agency clients are actually buying
Bart van IKAg analyses the Sortlist market data I presented at an industry event, and what it reveals about changing demand for agency services.
Presse AgenceCompany announcementFrenchConnecting market demand with AI-powered prospecting
An account of the Overloop acquisition and our plans to help service businesses turn market opportunities into new conversations.
Donne le RythmePodcast interviewGuestFrenchEpisode 59
Twelve years of Sortlist, unfiltered
My conversation with Thimothée Remy about fundraising, difficult decisions, becoming CEO and finding the energy to keep building.
The Playbook ShowPodcastCo-hostFrenchEpisode 3
Opening Jeddi Mees’s growth playbook
With Thierry Huart-Eeckhoudt and Nathan Soret, I explore Jeddi Mees’s approach to B2B distribution, founder visibility and growing AI businesses.
Living The QuestPodcast interviewGuestFrenchEpisode 29
Ambition, energy and finding your own way
Sophie Boulanger and I discuss becoming CEO, managing energy and making room for ambition, family and the life you want to build.
2025
11 entries
Métro, boulot, finitoPodcast interviewGuestFrenchEpisode 65
Hire people who are better than you
A conversation with Marlyne Matheis about learning to lead, evolving as a manager and building a team that helps the business grow.
- The Playbook ShowPodcastCo-hostFrench
Episode 2
How Gimber became a brand people recognise
Dimitri Oosterlynck joins us to discuss building Gimber, finding early believers and turning a homemade product into a distinctive brand.
La LibrePress coverageFrenchBringing Sortlist and Overloop together
A conversation about acquiring Overloop, building AI tools for business development and the ambitions behind the combination.
- L’EchoCompany coverageFrench · Subscription
The Overloop acquisition and the next market
L’Echo reports on Sortlist’s acquisition of Overloop AI and its ambitions for the US market.
Le RDV Des IndésVideo panelGuest panellistFrenchSeason 1 · Episode 2
What makes investors say yes?
I join Davy Courteaux’s panel to discuss fundraising, choosing financial partners and knowing when a business is ready to raise money.
- The Playbook ShowPodcastCo-hostFrench
Episode 1
Growth experiments with Simon Lejeune
Thierry Huart-Eeckhoudt and I interview Simon Lejeune about growth at Hopper and Wealthsimple, bold marketing experiments and learning from the results.
Zubair PodcastPodcast interviewGuestFrenchTen years of building, learning and starting again
Zubair Chaudary and I revisit Sortlist’s beginnings, international growth, the impact of AI and the lessons I would share with someone starting out.
Le podcast des entrepreneurs inspirantsPodcast interviewGuestFrenchSeason 6 · Episode 1
Building an international company and keeping it human
Geoffroy Josquin interviews me about the early mistakes, fundraising, international growth and the shift from founder to CEO.
CB NewsCompany coverageFrenchFrom co-founder to CEO
CB News reports on my appointment as CEO and the next chapter of Sortlist’s development.
CCI Mag / AKTusCompany announcementFrenchA new leadership chapter at Sortlist
The regional business publication carries the announcement of our leadership transition and the creation of a founders’ innovation team.
- La LibrePress coverageFrench
Taking the lead, staying close to the product
Pierre-François Lovens reports on my transition to CEO and the founders’ plans for Sortlist’s next stage.
2024
5 entries
Forbes BelgiqueInterviewFrenchBuilding trust in the agency market
A conversation with Marine Dehossay about Sortlist’s beginnings, company culture and the work of making agency selection more transparent.
- La LibrePress coverageFrench
Using AI to make project budgets clearer
Coverage of Sortlist’s AI budget assistant, with my explanation of the problem it addresses for businesses planning a project.
L’AvenirInterviewFrenchReinventing Sortlist after the pandemic
An interview with Samuel Guadi about the difficult decisions, lessons and changes that helped the business find its footing again.
Studio EcolysVideo interviewFrenchThe decisions behind Sortlist’s first decade
A conversation about how Sortlist evolved, adapting to changing markets and continuing to build through the difficult periods.
- La LibreCompany coverageFrench
The difficult year, and the lessons from it
An in-depth account of Sortlist’s 2023 turnaround, the pressures on growing tech companies and the decisions behind returning to a firmer footing.
2023
1 entry- CCI Mag / AKTusPress releaseFrench
Welcoming new voices to the board
A published announcement of Nicolas Debray and Jean-Marc Legrand joining Sortlist’s board to support the next stage of the company.
2022
1 entry
TechRepublicExpert commentaryEnglishWhat simpler phones mean for marketers
Mary Shacklett includes my perspective on digital fatigue and changing consumer habits in her reporting on the return of basic mobile phones.
2021
8 entries
Startup VieVideo interviewFrenchBest co-founders forever
Two co-founders compare notes
Charles De Groote and I join Thierry Huart-Eeckhoudt to compare memories of starting Sortlist, our early assumptions and the journey that followed.
Trends-TendancesPodcast interviewGuestFrenchTrends Talk
A conversation on Trends Talk
A 27-minute interview as Sortlist’s co-founder for Trends Talk, the business interview series from Trends-Tendances and Canal Z.
DMEXCOPodcast interviewGuestEnglishEpisode 76
Agency matchmaking in the AI era
Alexander Wunschel and I discuss transparency in the agency market, how agencies stand out and the importance of looking after their teams.
tech.euCompany coverageEnglishAn €11 million round for the next stage of growth
Reporting on Sortlist’s funding round and plans to connect more companies with specialist agencies across Europe.
FrenchWebCompany coverageFrenchBacking the growth of a B2B marketplace
FrenchWeb covers Sortlist’s €11 million funding round and the company’s international expansion plans.
- La LibrePress coverageFrench
Funding a more international Sortlist
My discussion with Pierre-François Lovens about our €11 million round and the next markets we wanted to reach.
- DMEXCOInterviewEnglish
What growing agencies do differently
My conversation with Fleur Förster about agency positioning, changing client budgets and lessons from the European agency market.
Cercle de Wallonie-BruxellesVideo interviewFrench10 minutes pour convaincre
Taking agency matchmaking across Europe
An interview about the idea behind Sortlist, the early team and building a business beyond its home market.
2020
3 entries
Cadre & DirigeantGuest articleFrenchRethinking marketing during an economic shock
My contribution on how businesses could adapt their marketing, communications and online presence during the pandemic and the recovery.
- La LibrePress coverageFrench
Growing in Germany through acquisition
Coverage of the Agenturmatching acquisition, with my perspective on bringing two teams together and accelerating our European expansion.
- La LibrePress coverageFrench
The early scale-up years
Camille Delannois profiles Sortlist’s journey from four founders to a team across Europe, with my perspective on the company’s growth.
2019
4 entries
Sambrinvest Venture CapitalFounder videoFrenchAn early founder appearance with Sambrinvest
A short on-camera appearance on Sambrinvest’s channel, from the early years of building Sortlist.
- CB NewsCompany coverageFrench
A growing team and a broader client base
Coverage of Sortlist’s hiring, new client relationships and European growth following its funding round.
- La LibreVideo interviewFrench
Plan de Carrière
My career, in a few minutes
My appearance in La Libre Network’s Plan de Carrière series, looking back at the path into entrepreneurship.
BlooviInterviewDutchBuilding a European business, with the right investors
A conversation with Jeroen Verelst about Sortlist’s ambitions, choosing investors and making the agency market easier to navigate.
2018
5 entries
Soleil DigitalGuest articleFrenchGrowth experiments for ecommerce businesses
My guest article on testing practical ways to grow an ecommerce business, and learning which tactics fit the customer and the company.
Mister WPInterviewFrenchGrowing Sortlist from Belgium to France
An interview with Nicolas Laruelle on SEO, acquisition, hiring and how we organised a growing team across several countries.
ElaeeGuest articleFrenchThinking about AI in marketing, back in 2018
An early contribution on how artificial intelligence could change audience targeting, customer experience and marketing decisions.
MarTech SeriesGuest articleEnglishFive mistakes that hold B2B sales back
My guest contribution on understanding B2B buyers, adapting the sales approach and building stronger relationships with prospects.
- FrenchWebInterviewFrench
Why finding the right agency should be easier
A founder Q&A for FrenchWeb’s startup radar, covering the problem we set out to solve, our business model and international ambitions.
2017
7 entries- Trends-TendancesPress coverageFrench · Publisher archive
From a student room to the European agency market
Frédéric Brébant traces the origins of Sortlist and the European ambitions behind our acquisition of The Briefers in Spain.
Orange BusinessGuest articleFrenchMaking social traffic count for ecommerce
My article for Orange Business’s Perspective publication on improving the journey from a Twitter campaign to an online purchase.
- tech.euPress coverageEnglish
Taking Sortlist into Spain
Coverage of our acquisition of The Briefers and the opening of a Madrid office, with my perspective on expanding across Europe.
RestoConnectionGuest articleFrenchA digital marketing strategy for restaurants
My practical guide to building a restaurant’s online presence and connecting its website, search visibility and social channels.
TourismexpressRepublished contributionFrenchBetter emails for travel and hospitality businesses
Tourismexpress shares my advice on email marketing for tourism businesses, from subject lines and useful content to more relevant campaigns.
- ElaeeGuest articleFrench
Where small businesses put their marketing budgets
My contribution on the growing role of digital channels in small business marketing and the choices behind a useful communications budget.
BrightBizVideo testimonialClient testimonialEnglishLearning to sell as founders
Thibaut Vanderhofstadt and I share our experience of sales training and learning to understand prospects and structure the sales process.
2016
2 entries
Jeff BullasGuest articleEnglishTurning Pinterest discovery into website traffic
My contribution on practical tools for Pinterest marketing, from content scheduling to finding relevant communities.
Originally published in 2016. Updated by the publisher in 2024.
- CB NewsPress coverageFrench
Opening the French chapter
CB News covers Sortlist’s expansion into France, including my perspective on demand from French businesses.
2015
2 entries
The Next WebGuest articleEnglish5 ways being wrong makes you right
My guest article on creative teamwork: making room for experiments, sharing unfinished ideas and building a culture that learns.
TechCrunchPress coverageEnglishHow Sortlist got started
Steve O’Hear interviews me about matching companies with marketing agencies.
2014
1 entry
MarkentiveInterviewFrenchThe very first chapter of Sortlist
An early founder interview about spotting a problem, building the first version of Sortlist and finding our first users.
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Email NicolasLinks open the original publication or episode. Audio and video versions of the same conversation share one entry. Guest appearances, co-hosted shows and contributions are labelled individually. “Shared” dates refer to a dated public announcement where the article’s publication date could not be confirmed. Some publications require a subscription.