This paper describes how the Finnish Ministry of Education and Culture launched an initiative on research data management and open data, open access publishing, and open and collaborative ways of working in 2014. Most of the universities and research institutions took part in the collaborative initiative building new tools and training material for the Finnish research needs. Measures taken by one university, Aalto University, are described in detail and analysed, and compared with the activities taking place in other universities. The focus of this paper is in the changing roles of experts at Aalto University, and organisational transformation that offers possibilities to serve academic personnel better. Various ways of building collaboration and arranging services are described, and their benefits and drawbacks are discussed.