Reliance expands with sixth acquisition of Microsoft specialist White Baron

Through an active buy and build strategy, Reliance has steadily grown into a leading portfolio company within the Dutch Managed Service Provider (MSP) market. The addition of White Baron marks Reliance’s sixth acquisition in just two years, taking another step toward strengthening its position in this space.

White Baron, founded in 2012 by Daniel van Beek and Tony Dalmeyer, has become a trusted partner for businesses looking for smart, no-nonsense IT solutions. In 2023, White Baron expanded its presence in the market by acquiring Pantheon B.V., a similar player. Thanks to its straightforward approach and clear communication, the company has built a loyal client base of over 100 small and medium-sized businesses.

Following the acquisition, founder Tony Dalmeyer will remain involved in the company, while co-shareholder Daniel van Beek will step away. Dalmeyer explains the choice to join forces with Reliance: “A key reason for partnering with Reliance is their focus on long-term value creation. The White Baron brand, known for its personal touch and our ‘no-nonsense IT’ concept, will continue to exist and now has the opportunity to further grow and evolve within the group.”

Expanding expertise: Reliance focuses on both vertical markets, where it holds deep sector expertise, and broader horizontal market expansion. This strategy is supported by the company’s strong domain knowledge, including integrated security solutions and infrastructure services.

Lourens van der Wiel, Group Director at Reliance: “The addition of White Baron strengthens our regional presence and enhances our capabilities as specialists in Microsoft and migration services. This acquisition fits perfectly within our strategy to act as a one stop shop for our clients. Reliance offers access to a broad network of over one hundred IT professionals, with expertise in workplace solutions, technological infrastructure and around-the-clock security. Companies within the Reliance group operate together as a cluster or can be deployed individually.”

Actively seeking new opportunities: Sven Konijn, consultant at M&A advisory firm Marktlink, adds: “According to market analysts, demand for Microsoft 365 cloud solutions continues to grow strongly. Today, more than half of all Dutch businesses use Microsoft 365, and the need for proper implementation and support is increasing. With the acquisition of White Baron, Reliance is solidifying its position in a rapidly consolidating market. Together with Böschen and Reliance, we remain actively focused on identifying new MSP and software companies to further grow the Böschen family office portfolio.”