The startup SaniUp demonstrates how powerful the hub network can be: four successful pitches, new investors, and important contacts made the accelerator a real springboard - from Münster to the big stages of North Rhine-Westphalia. Find out how a spontaneous stage appearance got the ball rolling.
Settlements between medical supply stores, nursing services, and health insurance companies are among the most time-consuming and error-prone processes in the healthcare sector. This is exactly where SaniUp steps in: The startup fully automates billing processes - an area with little competition to date, where many companies urgently need relief.
We have no direct competition in our niche. That gives us room to learn and make mistakes.
Tim Rothenpieler, CTO SaniUp
The accelerator as a springboard: company contacts, office space, and visibility
Before SaniUp started at the Digital Hub Accelerator, the team had already gone through several support programs - the incubation program at the REACH Euregio Startup Center (2022–2023), the NRW startup grant, and the Startup School at the Founders Foundation in Bielefeld. Founder Jens Hauser pursued a clear strategy: the team made targeted use of programs that were appropriate for each stage of development. And so it was clear that as soon as SaniUp was ready, they would apply for the Digital Hub münsterLAND accelerator program.
When the startup started in batch #22 in early 2025, it quickly became apparent that the program was accelerating its development. Instead of home offices and neon lights, there was a professional environment, structured support, and access to experts – just as the team was intensively preparing for its first fundraising round.
The ecosystem surrounding the program was particularly valuable. The team not only gained further guidance and feedback, but also concrete contacts from the network of over 300 companies in the region. A recommendation from the SME team even led to a new paying customer – an important milestone for an early-stage product.
To be honest, we had low expectations for matchmaking because our topic is extremely niche. But that's exactly where the Hub network surprised us: suddenly we had company contacts that we would never have been able to get on our own. And honestly, working in such a beautiful office right on the harbor feels a bit like success.
Tim Rothenpieler, CTO SaniUp
The strength of the network was also evident in terms of organization: partner hubs spontaneously provided rooms for customer appointments, and contacts were made at events and after-work gatherings - many of which would never have happened without the NRW-wide hub network.
SaniUp: From the program to the stage
However, the real breakthrough came shortly after the start of the accelerator program. At the NRW Hub Battle in March 2025, SaniUp took to the big stage for the first time - and rather by chance: founder Jens had agreed to participate but had to cancel at short notice, so CTO Tim stepped in. Despite his nervousness and lack of preparation time, he won over the audience and the jury. Tim reports on his first, rather spontaneous pitch:
I jumped in at the deep end with the NRW Hub Battle. But that was exactly what kicked off many more invitations.
Tim Rothenpieler, CTO SaniUp
This evening marked the start of a remarkable pitching journey. The Hub Battle was followed by further appearances – and almost every time, a podium place:
- NRW Hub Battle → 1st place
- RuhrSummit → 2nd place
- REACH DemoDay → 1st place
- Berg-Pitch Solingen → 1st place
With each appearance, the routine grew, the story became clearer, and the response grew. For Tim, who had never been on a stage before, pitching became a new strength.
Winning the NRW Hub Battle also had an immediate impact on SaniUp's fundraising. Representatives from NRW.BANK were in the audience - just at the time when an internal decision was being made about an investment. Only a few days later, the approval came through, and the amount was even larger than originally planned:
NRW.Bank was in the audience - and a week later, the approval came through.
Tim Rothenpieler, CTO SaniUp
Other business angels also took notice of the pitch presentations and the hub network. The prize money also helped to furnish the company's first office and make investments that were not included in the financial plan.
Own office & next steps
Today, SaniUp is working on becoming profitable - a strategic goal to become independent of external capital in the long term. The software is continuously being refined, the team is growing, and more customers are being onboarded. Pitch competitions remain part of the strategy: targeted research and preparation are already underway for 2026.
Looking back, Tim particularly emphasizes:
We receive so much support at the Digital Hub münsterLAND and in the NRW network - space, contacts, visibility, events - without having to give anything in return or pay any fees. That's not something to be taken for granted.
Tim Rothenpieler, CTO SaniUp