Product details

Independer.nl began in 1999 as a financial product comparison website to help customers make better choices by bringing transparency into the market. Within a decade, it grew into a major Dutch financial intermediary that provided not only comparison but also brokerage services. The Dutch financial market became more transparent with many other comparison websites around and government regulatory policies in place. To focus on transparency was no longer enough for Independer.nl, and intensified competition and the adverse economic climate put further pressure on it. The company needed a new business model to attract new customers and increase profits. It considered a new ''Just Right'' model in which customers would largely let Independer.nl manage the customer''s financial products and make optimal choices on their behalf. Independer.nl would now aim to become a trustworthy financial manager for its customers rather than a product comparison website only. The new business model, however, was not without issues: Market positioning, customer channel mix decisions, and maintaining Independer.nl''s current strong brand image all presented major challenges for the new business model.