Industry veteran and former Coupa CPO joins Flywl to accelerate the next era of procurement innovation through marketplace efficiency.

Flywl, the cloud marketplace platform for enterprise software procurement, is proud to announce that Michael Van Keulen (MVK), former Chief Procurement Officer at Coupa, will join the company as a Strategic Advisor effective August 1.

An industry veteran in the procurement space, MVK brings more than 20 years of experience leading and transforming enterprise procurement. He most recently spent over five years at Coupa, where he supported hundreds of deals and helped shape go-to-market strategies that bridged people, process, and technology. Prior to Coupa, MVK led procurement at Lululemon and held leadership roles at VF Corporation, giving him firsthand insight into the evolving priorities and challenges across the procurement landscape.

Flywl CEO Ankur Srivastava and MVK first met at DPW Amsterdam in 2024. "We sat next to each other by pure chance," said MVK. "Within minutes, I knew Ankur had a bold, compelling vision. That’s when I knew I wanted to find a way to work together."

Srivastava echoed the sentiment, "MVK brings a rare combination of experience, credibility, and vision. He’s lived the pain points our customers face and he’s helped shape the very systems they use today. Having him join Flywl is not just validation of our mission, it's fuel for our momentum. He understands where procurement has been and where it needs to go, and we’re lucky to have him helping lead the charge.”

MVK’s decision to join Flywl reflects his belief that marketplaces and procurement velocity will define the next wave of transformation.

“Procurement teams are under pressure to move fast, deliver value, and reduce administrative drag,” said MVK. “Marketplaces promise savings, but are often riddled with complexity. What Flywl is doing, simplifying marketplace buying while maintaining financial control, is exactly what procurement, finance, and IT need. I’m excited to help them build what’s next.”

About Flywl

Flywl is the cloud marketplace platform built for enterprise software buyers. The company unifies software licensing across AWS, Microsoft Azure, and Google Cloud Marketplace, reducing procurement cycles from months to days while helping buyers maximize existing cloud commitments. Founded in 2024 by former AWS Marketplace leadership, Flywl has raised $7 million in seed funding and is headquartered in San Francisco. Learn more at www.flywl.com.

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