Geopolitical uncertainty and technological competition have made innovation capability a matter of survival for many European companies. The German Mittelstand is no exception. Startups can serve as catalysts—whether through disruptive technologies, digital services or simply by offering a fresh market perspective. To tap into that innovative power, Mittelstand firms have traditionally pursued long-term partnerships, equity stakes or pilot projects. Increasingly, however, the concept of venture clienting is proving more attractive.
Classic Collaborations: Still Relevant for Startups and SMEs?
So far, cooperation between startups and SMEs has focused on certain industries. In automotive, for example, the collaboration rate stands at 60 percent — almost three times higher than in other sectors. Despite a growing number of startups and high potential across industries, overall cooperation has declined in recent years. A Bitkom study found that 65 percent of German companies have not yet engaged with startups. The main obstacles cited were lack of contacts, time and resources. Cultural differences between organizations can also hinder long-term partnerships, and many SMEs simply lack the financial capacity for equity investments.
Venture Clienting: Advantages for Companies
Venture clienting offers a direct alternative to traditional partnerships or investments. Under this model, a company buys a startup’s technology, product or service—without taking an ownership stake. The established firm becomes a customer rather than an investor or long-term partner.
The benefits are clear: targeted solution purchases speed up innovation cycles and simplify scalability. Companies avoid lengthy investment processes and contract negotiations, and they don’t need their own innovation department or a cultural overhaul. Instead of large upfront investments, they pay only for use-case-specific solutions. Startups, on the other hand, gain a new revenue stream and the chance to validate their products on the market—creating valuable reference customers.
The Right Touchpoints for the Mittelstand
Although venture clienting is currently most popular among large industrial, automotive and energy companies, SMEs are increasingly set to follow suit. Close ties between Mittelstand firms and startup ecosystems remain crucial. Across Germany, de:hub Initiative hubs offer targeted venture-clienting programmes:
InsurTech Munich: Fresh Impulses for the Insurance Sector
With its Venture Client Programme, de:hub InsurTech Munich strategically connects startups with established insurers, focusing each year on topics like sustainability, AI and digital customer interfaces. The goal is to develop resilient, customer-centric and future-proof insurance solutions. Startups benefit from early industry access and the programme culminates in the Insurance Innovation Summit each November.
Smart Infrastructure Leipzig: More Guidance for SMEs
de:hub Smart Infrastructure accelerates innovations in energy, health and smart city solutions by advising SMEs, conducting tailored workshops and sharing best practices on venture clienting. Its broad pool of startups provides ideal matches for companies seeking transformation partners. The hub’s long-term aim is to deliver scalable, positive impact on Germany’s industrial landscape.
InsurTech Cologne: A Catalyst for Joint Innovation
At de:hub InsurTech Cologne, startups, scale-ups and insurers collaborate in a six-month programme that lays the groundwork for successful venture-clienting projects. The emphasis on joint use-case development fosters rapid, effective goal achievement. Participating startups gain visibility through de:hub network events and opportunities to showcase at leading industry trade fairs.
Matchmaking and Co-Innovation: de:hub Initiative Fosters Collaboration
Beyond venture-clienting programmes, the de:hub Initiative helps companies nationwide find innovation partners through matchmaking and co-innovation formats.
For example, de:hub DeepTech uses its Berlin Goes Global programme to link startups with established industry partners and supports founding teams with trips abroad to prepare for international expansion. de:hub Smart Systems drives intensive co-innovation among industry, research and startups via formats like Thin[gk]athon. Logistics & Commerce Hub Hamburg runs the Match Machine and Boostcamp programmes for joint solution development and pilot projects.
Venture clienting is no longer a future vision but a pragmatic solution to today’s innovation challenges—especially for the Mittelstand.
