Petra van Veelen joined Finch Buildings as a business developer in January 2026. And we are very happy about that! With her broad experience in project development, acquisition, and international collaborations, she strengthens Finch's commercial and strategic team. Petra's arrival marks the next step in further expanding Finch Buildings' market position in the realization of modular timber construction on a large scale.
From 3D modular construction to international project development
Petra studied Building Technology at Delft University of Technology and graduated with a thesis on a 3D modular housing system—a topic that has since become central to the sustainability and upscaling of housing construction. During her career, she has been involved in the entire development and construction process. This broad experience enables her to assess projects from multiple perspectives: technical, financial, and from the end user's point of view.
In her work on projects such as the interior design of the Conservatorium Hotel and the World Trade Center in Amsterdam, Petra gained experience with complex projects and diverse stakeholders. What characterizes her is that she always keeps an eye on the people who will ultimately inhabit or use the space—and on the consequences that design and material choices have on management, maintenance, and lifespan.
This people-oriented approach is no coincidence. Petra grew up in a family of doctors, where attention to health and well-being was a matter of course. This background is reflected in her interest in biobased materials and in the proven health benefits of building with wood, such as better acoustics, light quality, and stress reduction.
Petra also worked in Berlin for ten years, where she developed commercial tenant fit-outs through her own company, taking responsibility for the entire process from design to delivery. In Germany, she became familiar with a building culture in which sustainability is not a marketing promise, but an integral part of the business case: timber construction for long-term value creation.
Ambassador of wood and cooperation
“At Finch, I see a proven modular system and the intrinsic motivation to contribute to solutions for social challenges such as housing shortages and CO2-reduction and promoting quality of life," says Petra. "What appeals to me is that they don't just look at construction speed or initial costs, but at the total picture: performance over the entire lifespan, flexibility, and future-proofing."
She does not see timber construction as an end in itself, but as a logical choice within a broader, integrated approach. “Wood is the ideal material for creating healthy, pleasant living environments. Wood appeals to all the senses, and the positive health effects of living in wood have been proven.”
Her passion for wood is also evident outside Finch. Petra is an ambassador for The Generation Forest, a German-Panamanian organization dedicated to reforesting rainforests, thereby promoting CO₂ absorption and increasing biodiversity.
Petra will be present at WOCODA and would love to talk to developers and partners there. Would you like to schedule an appointment in advance? Please send an email to petra@finchbuildings.com.
