Jona Van Loenen

Inquirer
DISC Type : dc

De Undercover Econoom at Trouw

Rotterdam, South Holland, Netherlands

Overview

Jona van Loenen is an economist, author, and startup builder, known for making complex economic topics accessible. He is a columnist for Trouw, a regular guest at WNL and SBS6, and built startups like Gain. pro and Level. works. He studied at Erasmus University Rotterdam and Università Bocconi.

Outside of his media appearances and startup involvement, Jona maintains a strict personal routine, waking up at five every day to write and exercise. He describes himself as driven and highly selective about where he focuses his energy, which impacts his social life but brings him significant fulfillment.

His mission is to demystify economics for the public, which he does through his popular Substack newsletter, "De Undercover Econoom, " and his book on pricing strategies.

Personality Overview

Judgemental

Upfront

Demanding

They can be nudged to make faster decisions by offering what they value.  They care equally about the product and its potential impact. They focus on objectivity in a pitch and pay little attention to bells and whistles.

Topics They Care About

Accessible Economics
His book and columns, like 'De Undercover Econoom, ' aim to explain complex economic principles in everyday language to empower the general public.
Dutch Economic Policy
He frequently comments on the Dutch economy, advocating for strategic choices in key sectors and smarter government investment instead of prioritizing short-term purchasing power.
Startup Building
As a founder of Gain. pro and director at Level. works, he has hands-on experience in building and scaling technology companies in the fintech and software sectors.

Media Appearances

Undercover econoom - Trouw. Featured in Trouw

See Now

Work History

8-2025
De Undercover Econoom at Trouw
9-2024
Schrijver at Uitgeverij Unieboek | Het Spectrum bv
6-2024
Director at OPUS
2-2024
Head of SaaS | Member of MT at Level.works
8-2022 - 2-2024
Commercial Manager at Level.works

Education

2018 - 2018
Master of Science - MS from Erasmus University Rotterdam
2017 - 2018
Finance from Università Bocconi

More Information

Social Presence :

Prographics :

Exp : 10 Location : Rotterdam, South Holland, Netherlands Job Level : Mid-senior Designation : De Undercover Econoom at Trouw
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Insights For Selling To Jona

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending too much time on pleasantries
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Highlight the competitive differentiation of your product

DONT's

  • Do not give up if they are not convinced, try again with a different approach
  • Don’t expect them to change their mind quickly if they say no once
  • Avoid long winding pitches, stay objective

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Jona is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Jona

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Jona move?

  • Their decision making speed is somewhere in the middle.
  • Can Jona take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Jona

Personality Compatibility


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