For the first time in 18 years, no major international corporations appear in the top ten. The survey ranked businesses in 5 main categories: advice and consultancy, digital services, financial services, HR services, and mobility and facility services.

Research led by the Amsterdam Business School

The study, led by Professor Henk Volberda, Professor of Strategy & Innovation and director of the Amsterdam Business School's ACBI, is the largest independent survey of the quality and reputation of business service providers in the Netherlands. More than 30,000 client assessments were analysed, alongside indicators such as customer focus, product leadership, operational excellence and the Net Promoter Score (NPS).

According to Volberda, the findings are clear: while technology and AI are becoming faster and more affordable, it is the human factor that differentiates organisations. ‘Trust is the new strategic capital,’ he explains. ‘AI offers tremendous opportunities, but without credible and reliable human interaction, its impact will remain limited.'

Key outcomes and trends:

• Mobilee management & advice claims the number one position in the 2025 MT1000 ranking.
• Niche players dominate the top 10 with their specialist approach and close customer relationships.
• Major tech companies have dropped down the list: Apple fell to 11th place, Microsoft to 24th.
• TWST made a remarkable leap from outside the top 800 to 6th place.

According to Volberda, these results underline that organisations focusing on transparency, professionalism and trust-based customer relationships have the best chance of achieving sustainable success.

Societal relevance

The University of Amsterdam demonstrates through this research how academic knowledge and practice-based data can be combined. The Amsterdam Centre for Business Innovation translates insights from academic research into concrete lessons for practice. In doing so, the UvA contributes not only to academic progress but also to strengthening entrepreneurship and innovation in the Netherlands.

‘Many organisations invest in digital capabilities,’ Volberda notes, ‘but our research shows that investing in human interaction is just as essential. Building trust takes time, yet losing it can severely damage an organisation in a very short period.’
The Amsterdam Centre for Business Innovation will continue to conduct and expand the MT1000 research in collaboration with MT/Sprout and partners. In this way, the University of Amsterdam consistently provides knowledge that helps organisations strengthen their strategic position in a rapidly changing world.