Plentics is a Finnish software company specializing in endpoint management solutions, particularly for MSP (Managed Service Provider) customers. The company is in a growth phase, actively strengthening its team, including its board of directors. Joonas Järvinen, an experienced SaaS business & Go-to-Market expert and Product-led Growth veteran, joined the Plentics board. In a fire-side discussion with Kari J. Mäkelä, Järvinen shared his background, market insights, and perspectives on Plentics' growth opportunities.

International Background and SaaS Expertise

Joonas Järvinen is an experienced technology professional who has lived and worked across Europe, the Americas, and Asia. He specializes in B2B SaaS business, having held both consulting and executive roles in various companies. This includes his position as Chief Growth Officer at Miradore. Miradore succeeded internationally in the endpoint management market, growing to a €10m ARR level before being acquired by the American GoTo Technologies.

Currently, Järvinen holds a similar growth leadership role at the Swedish company Refined, which develops software within the Atlassian ecosystem. His expertise in go-to-market strategies, sales, marketing, and international expansion makes him a valuable addition to the Plentics board.

Kari J. Mäkelä sees Järvinen’s diverse experience as particularly valuable for Plentics' future. His understanding of international growth, combined with deep expertise in the B2B SaaS and endpoint management markets, can help the company take the next steps with confidence.

The Endpoint Management Market and Plentics' Position

Järvinen views the endpoint management market as rapidly evolving, but still unfamiliar to many businesses. He cites many companies do not yet fully grasp its importance, even though demand is growing steadily—partly due to new regulatory requirements such as NIS2. Microsoft Intune has established itself in the market, but on its own, it is not sufficient—its users need value-added partners, he shared.

Plentics has successfully developed an Intune-based solution specifically designed for MSP customers, differentiating it from competitors. Many other industry players have either focused directly on end customers or tried to serve both segments without a clear strategy. Järvinen sees this as a key advantage and believes the company can strengthen its market position with the right strategic decisions.

Mäkelä highlights that Plentics’ focus on the MSP market was a deliberate choice from the outset, enabling efficient scalability and better service for MSPs' end customers. This differentiation will be essential for the company’s continued growth.

Plentics’ Growth Potential and Future

During the discussion, we also highlighted Plentics' efficient and agile team, which has successfully built the company without external investments. The company has already achieved impressive ARR growth while maintaining profitability. Järvinen sees growth management as critical, emphasizing that carefully planned hiring—especially in customer management and operations—will be essential for the next phase.

He stresses the company must seize the current window of opportunity quickly. The market will not wait forever, and Plentics now has a chance to establish itself as a key international player in the industry. He believes the company has all the necessary elements for success: the right product, the right market positioning, and a motivated team. The recent rebranding and the introduction of Plentics Suite, which includes capabilities such as Tenant Management, have been important steps toward success.

Mäkelä agrees, stating that investing in Plentics’ growth is crucial for realizing its full potential. Acquiring the right talent and resources—especially from the two other Finnish endpoint management companies that have been successfully acquired by U.S. vendors—and strategically directing them to key areas could make a significant impact on Plentics’ development.

Board Position and Future Role

Järvinen was officially appointed to the Plentics board at the 2025 AGM. He emphasizes that he is not interested in board positions just for the title—he intends to take an active role in helping the company grow. In his view, Plentics has the potential to replicate Miradore’s success and become an international leader in the endpoint management market.

“When I join, it means an active role and a commitment to growth. I want to be involved in ensuring that Plentics moves rapidly forward in the right direction and takes full advantage of all the opportunities the market offers,” Järvinen summarizes.

Mäkelä sees Järvinen’s role on the Plentics board as not only strategic but also as practical support for the company’s operational team. His experience and insights can help Plentics make the right moves at the right time, turning growth from a possibility into a reality. Mäkelä is also eager to reveal the next steps in Plentics’ growth path—stay tuned.