Robeco: Redefining performance and leadership in asset management
Context
When Karin van Baardwijk stepped into the role of CEO at global asset manager Robeco in early 2022, the organization was facing a rapidly changing environment. Although Robeco had a strong track record of performance, Karin recognized that an enhanced focus on leadership was necessary to protect it against factors such as resistance to innovation, diversity, and inclusion, which could weaken its ability to compete in an increasingly dynamic industry.
Challenge
The investment management sector was undergoing rapid digital transformation in the face of accelerating technological advancements, evolving cybersecurity threats, shifting regulatory landscapes, and rising expectations around innovation and diversity and inclusion. Staying competitive required not only technical expertise, but also a workforce that was agile, proactive, and unafraid to challenge norms. Employees needed to feel confident experimenting with new ideas and taking ownership of innovative initiatives. Karin’s vision, largely shared by Robeco’s leadership team, was rooted in the belief that success would not come from simply offering training opportunities, but from embedding the right mindset and behaviors throughout the organization. This required creating a culture where employees actively engaged in their own development, driving continuous growth and innovation.
We strongly believe that our performance is the combination of both our results and our behaviors. To unlock our full potential, we need to balance caring, daring, and sharing at every level of the organization.
Partnering with IMD
Robeco partnered with IMD in 2023 to co-create “Accelerate”, a multi-phased company-wide program designed to align leadership behaviors with the company’s strategic priorities. The initiative placed a strong focus on Secure Base Leadership, a growth mindshift, and results.
The journey began with a customized program for 60 senior leaders to equip them to set the tone and model desired behaviors. Later in the year, 120 People Leaders were involved in the program and given tools and support to help make leadership a shared responsibility at every level.
For the final phase in 2024, IMD supported a cascading approach to reach nearly 1,000 employees. The rollout included 94 team sessions across different regions to develop 36 internal ambassadors who could train and engage colleagues worldwide. This train-the-trainer model ensured consistency while adapting to regional and team contexts. Throughout, IMD provided structure, tools, and expertise to embed leadership behaviors into daily work, making the transformation sustainable across the organization.
I found it fascinating that almost everyone had done their homework and came to the Accelerate Day prepared. The day was a mix of learning in the morning and applying it in the afternoon. The ‘doing’ was the most enjoyable part. The exercises the team did to bring the theory alive brought lots of laughter, energy, and teamwork into the room. Also, role-playing courageous conversations and giving feed-forward was done with intensity and drama, which made it impactful. We often underestimate how small, positive and constructive interactions within teams can change the dynamics and improve the overall environment.
Tangible impact
The Accelerate program reshaped leadership at Robeco, embedding a shared language and set of expectations around leadership behaviors across geographies and levels. Leadership alignment has strengthened, with leaders at all levels embracing their role in balancing trust with challenge and driving accountability, innovation, and collaboration. The cultural shift has empowered employees – whether managers or not – to take ownership of their leadership impact. Robeco is seeing more engaged teams, and an organization-wide movement toward sustainable growth. The program has also established mechanisms to sustain momentum, such as integrating leadership priorities into performance management and onboarding.
Key takeaways
Robeco’s experience shows that leadership transformation must go beyond senior management and become everyone’s responsibility. Co-creation of leadership priorities ensured relevance and buy-in, while a hands-on, team-based approach made change real and lasting. The program’s success highlights the importance of combining leader-led behaviors, systemic reinforcement, and sustained engagement to embed leadership culture into the organization’s DNA. As Robeco continues its journey, Accelerate is viewed not as a one-time intervention but as a foundation for enduring cultural and business success.
Think of it like training for a marathon. Right now, Robeco is that new runner, committed, energized, and just getting into the rhythm of training. The shoes are laced, the route is mapped out, and the first strides have been taken which already led to more energy. But real endurance, pace, and the confidence to go the full distance take time to build. And winning? That comes later—with consistency, support, and the will to keep improving every step of the way.
