When South African entrepreneur Elizabeth Joss moved to The Hague in 2013, she had little idea of the challenges that lay ahead. From finding accommodation and understanding unfamiliar Dutch systems to building a social circle, adjusting to life in the Netherlands took quite some time!
Thirteen years on, Elizabeth still lives in The Hague. She has established her own corporate communications agency and recently launched SecondSoil, an English-language app designed to help internationals moving to the Netherlands. The app is also ideal for those who have already been living here for a few months and is filled with practical information and audio guides on everyday life.
Starting again in a new country
Elizabeth moved to the Netherlands alone in 2013, initially spending a week in a hotel before finding accommodation. Although she was excited about the opportunities ahead, the transition was not straightforward.
“When I first arrived, I remember feeling pretty lonely and worried about the future. I was fortunate to meet some wonderful colleagues through work, and I’m still in touch with some of them today. But building a life somewhere new takes time, especially when you don’t have an established support network around you.”
Beyond the social challenges, she found the amount of practical information about living here overwhelming. This included everything from understanding rental arrangements and health insurance to opening a bank account and making sense of Dutch bureaucracy. “In the beginning, you think you can just Google it all to find the answers you need, but in the end, seemingly simple tasks can take hours of research and cross-checking,” explains Elizabeth.
“When I arrived, there was so much information available online, but it was scattered across different websites (and back then, most of it wasn’t even in English). I often didn’t know where to start or which sources to trust. Sometimes I just wished that someone would explain things to me in plain English.”
Over time, Elizabeth came to appreciate many aspects of Dutch life, from its infrastructure and cycling culture to the opportunities for enjoying the outdoors. But she also learned that adjusting to a new country takes patience. The high cost of living, dark winters, and cultural differences can make the first few years particularly challenging, especially for those arriving on their own.
Turning personal experience into SecondSoil
The idea for the SecondSoil app came directly from Elizabeth’s experiences of moving to the Netherlands and recognising how many practical questions internationals face when relocating and settling into a new country.
“There’s not always one answer to the questions that newcomers face. There are different answers for different situations. And finding out what you need can be a huge challenge.”
“I created SecondSoil as something I would have found useful when I first arrived. Not another complicated website or pages of AI-generated answers that need to be double-checked, but a practical, easy-to-use resource you can download on your phone that helps you understand how things work here. People can listen to the audio guides on the go, or simply navigate to a specific category in the app and find the most important information they need in a few bullet points. Sometimes hearing a friendly voice who’s been through it all can make you feel a little better and less lonely.”
Making everyday Dutch life easier to understand
For Elizabeth, the aim is to make reliable, practical information easier to access, particularly for people who are unfamiliar with Dutch systems or unsure where to begin.
While The Hague has become home, she hasn’t forgotten what it felt like to arrive without knowing how everyday life worked. And although the Netherlands has much to offer, she believes internationals also benefit from realistic expectations about the challenges they may encounter.
“Moving abroad can be a wonderful experience, but it isn’t always easy. It can be extremely difficult at first, especially if you’re arriving here alone, like I did. There are exciting moments, but there are also times when you feel completely out of your depth, and you don’t always know where to turn.”
For those just starting their lives here, her advice is simple: settling into a new country takes time, but having the right information and the right people around you can make the process a lot easier.
About SecondSoil
SecondSoil is an English-language app offering short, human-recorded audio guides, practical articles, and useful resources for people moving to or living in the Netherlands. It offers both free and premium content, allowing users to explore essential topics before deciding whether they would benefit from additional guidance.
The Android version launched on Google Play in October 2026.
More information is available at secondsoil.app.
