Newest Industry tackles NICCI
The strategy of Newest Industry is as simple as it is effective: you bring a brilliant idea or innovation to the market together with a creative partner. AEGON has been working for a while with the Rotterdam-based fintech company , which is building custom-made platforms for a wide range of clients. In addition to the minority stake in the Jumba home site, AEGON is now investing a large amount in the underlying NICCI platform
The strategy of Newest Industry is as simple as it is effective: you bring a brilliant idea or innovation to the market together with a creative partner. AEGON has been working for a while with the Rotterdam-based fintech company , which is building custom-made platforms for a wide range of clients. In addition to the minority stake in the Jumba home site, AEGON is now investing a large amount in the underlying NICCI platform.
'We are currently working on an awesome new digital product! NICCI will soon be launched ', is displayed on the NICCI website. I spoke to Kees Haverkamp from Newest Industry. What can we expect?
Kees, how do you describe NICCI in a tweet?
"NICCI is a data and profile-driven development platform on which every developer can build solutions."
That sounds rather generic. What does it come down to in practice?
"That's it too. On the platform you can develop all kinds of projects for web and mobile. We started with Newest Industry in 2013 and have been working in the background on NICCI in the past two and a half years. The essential assumption is that the right data is available at the right time with the right user. NICCI makes predictions on the basis of Big Data, and makes processing and enrichment possible. This way we create personalized online experiences. NICCI reads and understands a person's digital characteristics. Based on that data, it presents the content of a website or app tailored to the profile of the user. This naturally offers opportunities for marketers to serve customers more efficiently and achieve better. "
Can you name an example of an interesting application?
"DIGIDO. The abbreviation of DIGITAL Do - and that is exactly what it is. We are aiming for financial advisers. With the help of NICCI, DIGIDO always provides the consultants and their clients with an up-to-date overview of current products, services and activities in this area. It is a digital safe in which all customer data are safe and with which advice becomes truly personal. As soon as we are 100 percent satisfied, we start with DIGIDO - somewhere between April and June. Currently we are adding a few more functionalities. "
What are the benefits of DIGIDO?
"That you get relevant information that is tailored to your situation. For example, about the time at which it is beneficial to transfer your mortgage and whether interest-rate mediation is a good choice for you. Financial advisers can also use DIDIDO to gain insight into the importance of customer groups. A consultant can then approach them with a collective action, such as a discount on the contents insurance for customers who are, for example, at the same sports club. "
What do you mean for AEGON at the moment?
"Aegon is our main investor in both Jumba and DIGIDO. NICCI fits their strategy to look beyond transactions alone. Aegon wants to continue helping consumers with personal insurance and advice. "
Why are you also focusing on the automotive sector?
"For the same reason as in the real estate sector: intensifying the contact moments with the customer. The sector has very little contact with the customer. A car dealer can see you around your purchase and during the annual maintenance and that is it. NICCI can also feel and fulfill wishes and needs afterwards, for example with discount and savings programs. NICCI can check exactly what is relevant for the target group and which loyalty program is successful. "
How did you get the idea for NICCI?
"I have worked with various custom relationship management suppliers. Time and again I noticed how much customer data and Big Data CRM parties are busy, and how little is done with it. That frustrated me. The idea to better serve consumers on the Internet was my motivation to create NICCI. "
Why did you call it NICCI?
"That's the first time someone asks me that. Unconsciously we are going to call it that way. It is the catchy abbreviation for Newest Industry Communication Community Interaction. "
How does NICCI relate to Jumba?
"NICCI is the driving force behind Jumba. That co-owner Sander van der Aa and I launched more than a year ago. We also joined forces with Kadasterdata.nl. We have put it on the market as a progressive platform that makes the housing market more transparent. Jumba combines house data and environmental information with social interaction. "
What added value do you offer in comparison with section property sites such as Funda and JAAP?
"We assume a transparent world in every respect, by linking people, information, linking and sharing. NICCI relates social, new and CBS data to each other. I like to make the comparison with LinkedIn. There you look for people or companies so that you actually know who you are dealing with. "
What does that deliver to the users?
"With Jumba you can see what a house is really worth, you can buy your house for free and discover special information about your dream home. NICCI provides an extra information layer that is interesting for both buyer and seller. Jumba has about a quarter of a million visitors per month. "
What are you going to do with the AEGON money?
"With this investment we focus our arrows on the continued development of NICCI and the professionalisation of our organization. We still need some time and energy to get NICCI ready for the market. In addition, the proposition must stand as a house. We seek cooperation with an external agency that specializes in communication and marketing. Everyone's job. "
How do you earn on NICCI now?
'' For each account, Jumba pays an amount to NICCI, according to a PaaS model. Developers who develop applications on the platform will pay per session on the basis of a license. "
How does the Newest Industry team go further?
"The team currently has twelve people, almost all with a technical background. We want to fully specialize in fintech and real-tech concepts - technical concepts that renew and change the financial and real estate sector. In addition, we can use additional deployment, divided over various functions, varying from technical project leader to programmer. In the second quarter, we are launching a campaign for Jumba that focuses on the real estate sector. NICCI will be on the market in the third quarter. "
*) This is an article in the series of the Accenture Innovation Awards that I wrote in collaboration with my colleague Sayeh Moradi.