Almost 20 years ago, the Dutch Foundation for Fundamental Research on Matter (FOM) launched the FOm/f programme to encourage women to continue a career in physics after finishing their PhDs. As of 2016, 86% of the FOm/f laureates hold permanent positions in academic research, while 11 laureates have become full-time physics professors. Key to the success of the FOm/f programme is a customised personal approach. Since September 2015, FOM has been a partner in the European Horizon 2020 GENERA project, which aims to implement Gender Equality Plans customized for physics. The positive experience with the personal approach of the FOm/f programme and dedicated tenure-track programmes for women will be paramount for a future Gender Equality Plan for improving the gender balance in the physics community.