SoftExpert took part in Hannover Messe 2025, the world’s leading industrial technology trade fair, to reinforce its presence in the European market and align with the trends shaping the future of global industry. Held in Germany from March 31st to April 4th, the company’s participation went beyond representation; it marked a strategic move by the multinational software provider, which specializes in solutions for compliance, governance, and digital transformation..
Tobias Schroeder, CEO of SoftExpert Germany, highlighted the significance of the event in expanding the company’s international footprint. “Hannover Messe is where the brightest minds in the industrial sector come together. Exhibiting at the fair drives our commitment to advancing digital transformation across industries. It was the perfect opportunity to unveil our new brand identity and, more importantly, showcase how our automation and AI-powered solutions can help global companies improve operational efficiency— especially in sectors driving Europe's industrial growth.”
AI and digital transformation take center stage
Digital transformation was a key topic at Hannover Messe 2025, with artificial intelligence standing out as a central driver of Industry 4.0. According to data from Statista, the AI market in Europe is projected to grow 35% annually, driven by companies adopting technologies to remain competitive on a global scale.
“AI is the cornerstone of industrial digital transformation, and SoftExpert is uniquely positioned to help organizations implement these solutions efficiently, with measurable impact on their financial and operational performance,” said Tobias.
The participation of partner countries, such as Canada in this year’s edition, was another highlight of the event. For internationally active companies like SoftExpert, it presented valuable opportunities to forge strategic connections and grow in key global markets. “Being part of this global dialogue is essential for aligning our solutions with the evolving needs of markets that are increasingly focused on innovation and digitalization,” Tobias added.
Networking and strategic partnership opportunities
SoftExpert’s participation was part of an international mission to promote Brazilian companies abroad. Organized under the Brasil IT+ initiative—with support from ApexBrasil and coordination by Softex—the mission focused on Germany and included two main components: exhibiting at Hannover Messe and attending a series of strategic business meetings in Berlin.
The Berlin agenda featured visits to companies, research institutes, and business development agencies. SoftExpert used the opportunity to engage in high-impact networking—an essential part of its strategy to grow in Europe. Key meetings included sessions with Deutsche Bahn, the Fraunhofer Institute, and the Adlershof Technology Park. These interactions pointed out the growing demand for digital solutions that drive process transformation across various industries.
“Our conversations with potential customers and partners in Germany were very productive. Many of the organizations we serve, including major German corporations, already see SoftExpert as a trusted partner in their digital transformation efforts. These new connections have opened the door to exciting partnerships and future business opportunities”, said Tobias.
Looking ahead: building a stronger brand in Europe
According to McKinsey & Company, Europe is on track to become the largest market for enterprise software and digital solutions by 2026. With that in mind, SoftExpert remains focused on expanding its operations across the continent.
“We’re in a period of rapid growth in the tech sector and participating in events like this is key to staying ahead of emerging trends and innovations,” Tobias noted. “We need to continue showing up at strategic industry events, trade shows, and in the media to keep expanding our brand internationally.”
This year’s Hannover Messe featured Canada as the official partner country, while Brazil has already been confirmed as the official partner for the 2026 edition. Some of this year’s sessions even touched on Brazil-related topics, setting the stage for deeper engagement in the years to come.
SoftExpert’s involvement in Hannover Messe 2025 was part of the broader Brasil IT+ initiative, which the company participates in through its Brazilian headquarters. Funded by ApexBrasil and managed by Softex, the program organizes international missions aimed at promoting Brazilian technology companies in the global marketplace.
