Syntax Systems has a new Europe CEO, an extended go-to-market – and a charitable offer for SAP customers in need (?)

PAC had the pleasure to meet Syntax Systems’ new CEO Europe, Björn Bartheidel, who provided an update on the company’s positioning and strategy.

Björn Bartheidel has been with Syntax Systems (Syntax) since 2013. In January 2025, he took over the role of Syntax’s CEO Europe from Ralf Sürken, who took on a new role at Syntax North America. These internal management changes are highlighted as evidence for organizational continuity, in addition to the fairly low overall fluctuation. 

“Boutique at Scale”

The core strategy remains mostly untouched. The company wants to remain a “global provider of mission-critical application services in the cloud”, providing a comprehensive portfolio of advisory, implementation, and managed services. At the center of Syntax’s go-to-market remains its positioning as a “boutique at scale”, meaning that it continues to act on a par with its mid-market clients, with a focus on personal contact and strict customer centricity.

Extension of the vertical focus

The company also remains true to its vertical roots; it has been expanding its focus only gradually. Syntax, founded in Montreal in 1972, initiated its international expansion with the acquisition of Freudenberg IT (FIT) in 2019. Since then, it has continued to focus on the manufacturing sector, namely automotive, mechanical and plant engineering, and, increasingly, process manufacturing, such as chemicals and food & beverage.

In addition, the acquisition of Beyond Technology in 2023 unlocked another focus sector, retail and consumer goods, and brought new geographic strength in France.

Geographic expansion

Since the acquisition of German FIT in 2019, Syntax has been one of the leading IT service providers for German and European industrial SMEs. Today, around 800 of the global workforce of 2,800+ are based in Europe, mainly in Germany, France, Switzerland, and the UK, as well as in the delivery centers in Slovakia and Spain. Beyond Technology has also extended Syntax’s linguistic coverage, adding French to English, German, and Spanish; in this context, Morocco serves as an additional delivery center and talent pool.

However, the company’s global footprint is broader, ranging from Canada, the USA, Mexico, and Argentina to China and India. The acquisition of Argon Supply Chain Solutions in 2024, a firm specializing in SAP warehouse management and supply chain optimization solutions helps serve a growing number of multinational customers through its presence in the UK and South Africa.

Portfolio development

Syntax continues to invest in R&D and selected acquisitions to complete its industry capabilities and close gaps in the portfolio. It explores innovative areas such as advanced AI with major platform partners like Microsoft, AWS, Google, and, mainly in North America, Oracle.

Based on these best-of-breed technologies, Syntax invests in add-on tools and solutions in areas like AI to optimize service delivery and support clients with their transformation. The recently launched Syntax AI CodeGenie, for example, is an agentic AI-powered solution that streamlines and automates custom code documentation in ERP solutions, and helps to gain actionable insights from large datasets. For Private Equity firms, Syntax uses AI-powered methodologies to streamline ERP carve-outs.

SAP environments remain Syntax’s consulting focus; it has particular strengths in areas like (digital) manufacturing and supply chain. The vendor supports its clients with their RISE with SAP and GROW with SAP journeys, but also with Integrated Business Planning and Asset Management; in specific competence areas, Syntax also supports large corporations beyond its usual midsize clientele.

The company also addresses non-SAP workloads. It has strengthened its IT and OT security services as well as competencies around container and Kubernetes cluster management in recent years. Syntax also highlights specific competencies and solutions related to the SAP-integrated Microsoft Power Platform. Even managed services and replatforming offers for IBM AS/400 systems are still in demand.

The share of consulting and professional services has been steadily increasing in the last years, but the managed services business remains significant. This comprises private cloud services from the company’s own data centers, managed services for hyperscaler platforms, as well as application management services.  

Syntax FreeMigration+

In May 2025, Syntax launched the Syntax FreeMigration+ offer, designed to help SAP customers move to SAP S/4HANA Cloud – at zero cost!

This offer is strategically designed to support SAP clients in overcoming initial migration challenges while attracting new customers and creating opportunities for upselling and cross-selling, such as in landscape optimization, managed services, or non-SAP systems.

Nevertheless, it does come with a comprehensive portfolio of free services including advisory services, an AI-enabled path to SAP ERP clean core (“AI-led Clean Core Accelerator”), and a technical brownfield conversion to SAP S/4HANA Cloud Private Edition through RISE with SAP.