The making of a Corporate Startup

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Knowing if you’re eligible for a loan within 15 minutes and having the money in your account two days later. And all that online. It is now possible. Corporate Startup ‘New10’ offers entrepreneurs the best of both worlds: the agility of the startup with the financial knowledge of the bank. Together with New10, Dept brought the brand to life with a new online platform and an in-house dream team.

All steps are digital: easy and flexible

New10 was founded by ABN AMRO based on the idea that entrepreneurs prefer to build their business without hassle and obstacles. That is why New10 offers its business loans online. It puts entrepreneurs at the center, going through the application at their own pace, wherever and whenever they want. From uploading financial data to signing the contract: all steps are digital. Super easy and flexible.

We created a smart mix of technology and data

For a (corporate) startup, brand building is just as important as ever. In fact, it can make all the difference. That is why Studio Dumbar (part of Dept) gave shape to the name, positioning, brand story, pay-off, and visual identity of New10, working closely with its founders. In the visual translation, they sought a balance between trust and the speed and ‘hipness’ of a new start-up. After the launch, the brand was expanded with a smart (radio) campaign to generate further publicity.

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Technology and data

With a smart mix of technology and data, New10 is the only fully online lender in the Netherlands. From applying, to signing and paying: all steps in the customer journey have been made as simple as possible, using data that is retrieved from existing systems such as the Chamber of Commerce. In a digital, fully automated assessment process, New10 checks whether a company is healthy and reliable enough to qualify for a loan. A unique model has been implemented that automatically calculates the risk profile of the client on the basis of annual figures and transaction data. This all goes without the client being questioned and without the speed of that process leading to higher interest rates, as is often the case with other fintechs.

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The right people

Together with ABN AMRO and Dept’s freelance community we looked for a close-knit team of internal and external talents to get this job done. A close, but also flexible team, that is able to quickly change its composition and works towards a single goal: putting the client at the center. Stringing together all this talent in the field of creativity, data and technology has resulted in a time-to-market of less than a year.


Getting the right people together is the first step, but then they also have to be able to work together in the most efficient way. That is why a great deal of time has been invested in setting up and connecting tools for presenting all information in the right way to the right roles in a seamless process. This way we give New10 the tools to lend money easier and cheaper than competitors in the market. The cooperation with ABN AMRO plays a crucial role in this. New10 combines the financial know-how of the parent company with the agility of a lean startup. A ‘Corporate Startup’ done right.

And the results? New10 has been in the air for five months now and customers are very satisfied with the speed, convenience and clarity of the loan process. A clear advertising campaign ensures the increase of new customers who feel attracted by New10’s human angle. According to customer feedback, financial parties are rarely this personal and approachable.

  • Since the start at the end of September more than 5000 entrepreneurs have created an account.
  • More than fifty loans were finalized at the end of 2017.
  • Customers highly appreciate New10’s proposition, with an NPS of 60+.
  • New10 lets entrepreneurs know within 15 minutes if they are eligible for a loan.


Nathan Coppens

Account Manager

Nathan Coppens


Accelerating innovation

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Euronext is the leading pan-European stock exchange, listing the likes of L’Oreal, Danone, and Phillips. They give international customers access to a broad range of financial products across six regulated markets. Through user research, content strategy, and technology solutions, Dept transformed Euronext’s fragmented web presence into a streamlined experience across three websites.

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We consolidated fifteen bourse websites into three interconnected sites

Working together

Our main focus was, the B2B marketing portal and first step in the Euronext customer journey. This website showcases the Euronext brand and explains its pan-European model, products and services to potential customers.  Our task was to create a unified message and build a robust lead-generation channel for the business. This website directs retail investors to Euronext Live for market data, and existing Euronext customers to their portal, Euronext Connect. 

The B2B marketing portal required immediate and ongoing collaboration with brand owners and subject matter experts. It was our responsibility to make sure everyone was heard and engaged.

We gathered internationally dispersed teams to participate in multiple in-person user research and content workshops. Together, we established goals, prioritised user groups and aligned requirements for each section of the site.  This time spent was invaluable, enabling us to retain a strong sense of market individuality, whilst creating a unified brand presence.

We used comprehensive testing to determine user tasks, current behaviours and common pain points. Clear user journeys were essential to build a self-serve domain that gave qualified leads access to the right point of contact.

Content strategy workshops and audits helped teams to prioritise their content and messaging across the website. A large scale content project kicked off with training in writing for the web across four countries. Then Dept helped edit and finalise content across the entire website. Content owners now have 92% less content to manage, making SEO and governance far more manageable. 

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Customised tech


Euronext wanted to consolidate all of their websites onto Drupal CMS, which was already in their existing tech stack. To that end, our Drupal-certified development team worked with their cohort of experts to implement a full site redesign of and development of Euronext Live and Connect in Drupal 8.


We also developed a suite of templates and responsive components to support the user-centric information architecture. This enabled us to deliver a visually diverse network of content to reflect the multitude of products on offer. Fifteen Drupal integrations support an abundance of user requirements and deliver optimum customer service.


Lastly, we put in place an interactive click-swap component to enable customisation and an enhanced brand experience. This element provides an accessible snapshot of some of the 1,300 companies listed on Euronext.

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Dept helped Euronext to transform their online presence from one fragmented across many countries, to one that represents their pan-European brand and business. Our experts worked closely with their specialists and leaders to deliver a cohesive experience to their global customer base. This was reflected in the results which included a 75% uplift in mobile traffic.


Derek Brady

Creative Director

Derek Brady


Creating customer insights

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ERGO is one of the largest insurance groups in Europe with over 40 million customers, including 20 million in Germany alone. Like many, the company was attributing too much weight to the last marketing touchpoint and therefore could not properly steer its budget for direct marketing initiatives. Another issue was that not all direct marketing channels were tracked such as TV commercials. These, along with data silos, created several blind spots throughout the customer journey and made it hard to maximise the impact of their marketing spend. Dept helped ERGO resolve these by developing a Marketing Data Hub which centralised and connected all of their direct marketing data sources.

A holistic view of their data

ERGO offers a large range of personal and commercial insurance products and they have invested a fair amount in marketing activities to broadcast their brand name into the market. Yet they lacked an organised overview of their data pertaining to direct marketing activities which was coming in from many different platforms. Thus, they have been working side-by-side with Dept to build a state-of-the-art Marketing Data Hub to better understand and serve their current customers as well as to acquire additional ones in a much more cost-efficient way.

We created a marketing data hub to give ERGO a holistic view of their data

Step-by-step process

Dept tackled the problem head-on. We began by doing a deep analysis of the client’s internal business requirements in order to better understand the company’s status quo in terms of data, technology and organisational readiness as well as to properly understand their data vision. Based on this information, our team developed a technical blueprint for a cloud-based marketing tech stack tailored to ERGO’s specific needs. This became the foundation for building the actual technical infrastructure which centred around a Marketing Data Hub as a source for all direct marketing activities. By having everything under one roof, the company was able to view and analyse the entire customer journey rather than piece it together from various silos. Thus allowing them to play around more with different marketing strategies and campaigns depending on who they want to target when. This also fostered a ‘self-serve culture’ which allowed employees to see and query the data themselves in order to implement a more data-driven approach to their daily work.

Once the infrastructure was in place, we built an Attribution Model making it possible for the company to see what percentage of each marketing channel was involved in the conversion process. Online data sources were added first, then offline ones and lastly the two were combined to get a holistic understanding of the entire customer journey. Once the prototype was fully functional, additional data sources, such as TV commercial data, were added which enriched the user-centricity of the database.

Lastly, we ensured that all relevant ERGO teams were comfortable using the new self-serve analytics infrastructure and fully understood the business logic behind it. We did this via on-site and remote trainings.

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Our team was able to deliver a custom Marketing Data Hub which helps ERGO achieve a better understanding of who their customers are, how they are finding and connecting with the brand, and how each marketing activity is contributing towards the conversion process. Dept was also able to close several critical tracking gaps and made uplifts from TV commercials transparent for the first time.

The project is still young but now that the company has all their marketing data in one place, the Marketing Data Hub has given the employees a trustworthy place where they can analyse all of the various customer journeys. Best of all, as more data points continue to pour in, this will continuously improve due to the increase in statistical significance over time. The collaboration is still ongoing and Dept is supporting ERGO as they roll this out to other departments and teams.


christian lubasch e1627477027843

Managing Director

Christian Lubasch

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