Overview
Anabel De Vetter started as a content creator at Showpad from 2013 to 2014, then ran digital marketing at CoScale, where she published on a blog covering web performance monitoring through 2015 and 2016. Marketing director roles at Silverfin from 2016 to 2018 and at TechWolf from 2021 to 2022 followed, with a spell as marketing manager at Zender from 2018 to 2019 in between. From 2022 to 2024 she was CRO at Four Pees, the print automation software provider led by Tom Peire, and worked on marketing strategy at Entourage, followed by a go-to-market assignment at Tekst in 2024. At Ravical she is listed among the company experts alongside Ken Bastiaensen, Benjamin Vandermarliere and Joris Van Der Gucht.
Anabel De Vetter is Head of Marketing at Ravical, a company that develops AI agents for firms in accounting, tax, insurance, HR and legal services. She took the role in 2025, the year Ravical raised 7.3 million euro in pre-seed funding in a round led by Lakestar.
Career history
In the news
- Among the things AI can do, I really like this one. Because it unlocks something new, couldn't realistically be done without AI and adds value for both our customers and their clients. Opportunity spotting inside of Ravical brings up services that might otherwise never surface. And now a fee estimate is automatically added, opening up much-needed pricing innovation. Benjamin Vandermarliere explains it better :)
- A lot going on in the accountancy space, with what seems like subtweeting going on even, the audacity! Changes are happening fast and all that but good to know that firms are already doing advanced AI shizzle. #accountancy #AI
- ROI report alert! A report on this sad king Henry VI, the only English monarch to have been crowned King of France and therefore 'le roi' you say? Well, no... But Ravical has a first ever ROI report out, looking into how accountancy practices use AI. It's another kind of roi, more upwards looking even. https://ravical.com/roi
- Slightly frustrated. That was the look I was looking for. Why? To illustrate Ravical looking for an Accountancy AI Engineer. The best ones are apparently slightly frustrated accountants. Yes, I know Mary Magdalene's OG Gen Z stare here is probably not about process improvement, but the look in her eyes is universal. Are you an accountant ready to swap the side eye for a new way of looking at work?
- Here’s to Ravical UK team in full swing with Wouter van Lierde presenting the vision on The Accounting Firm of 2030 at HLB International conference.
- Mooi overzicht van hoe AI in de praktijk gebruikt wordt bij PIA Group Nederland
- Gilles C. just passed me the ball. Check out his post: "Ravical is preparing to bring it home! So, we're expanding our team on the ground in London, a lot. Our mission is to move the accountancy and advisory industry into the AI era. The obvious read is that AI shrinks this market. We think it gets a lot bigger. → Customer Value Managers (plus if also German speaking) 🇬🇧 → Senior Account Executives 🇬🇧 → Senior SDRs 🇬🇧 → Accountancy Engineers 🇬🇧 → ... If you want to be part of this industry shift, check out our career page
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