Founded in 1903, Kempen & Co is a Dutch merchant bank with activities ranging from asset management, security brokerage to corporate finance. Kempen & Co Securities is a subdivision of Kempen & Co that, among other activities, manufactures Structured Products. These Structured Products can be either private and public placements.
The website of Kempen & Co Securities was due for renewal, but important basic principles such as customer needs and operational data flows were still unclear. That is why Kempen & Co Securities decided to kick off the project with a research and strategy phase together with VI Company.
During this phase the primary targets of the website were mapped and the feasibility was tested. For example, one of the objectives was to improve the information provision for advisors of Van Lanschot, whose clients currently invest in Kempen Structured Products. Another objective was to better align the website with the central corporate identity of Kempen & Co to increase visibility and to support marketing activities.
VI Company also did research on the needs of the largest group of users of the website; advisors of Van Lanschot. Through interviews we exposed the biggest stumbling blocks and obstacles. The needs and wishes of the advisors were visualized using a Customer Journey Map and Emotion curve.
It was a pleasure to work together with the creative, well-grounded team of VI Company. They perfectly knew how to manage the needs of all stakeholders involved during this iterative process, which resulted in a professional, clear and easy to understand structured products platform.
Florian Hillen, Head of Structured Investments, Kempen & Co
The research and strategy phase led to a project blueprint with the main principles, focus areas and feasibility of the new website. Kempen & Co Securities then asked VI Company to develop and implement the new website accordingly. During the development phase the starting points and focus areas from the blueprint were prioritized and translated into functionalities. Kempen & Co Securities, Kempen & Co Marketing and the Van Lanschot advisors were closely involved during the development of the new website.
The Strategic Blueprint Phase and the development phase resulted in a future-proof website which meets the needs of all stakeholders. We translated business value into practical functionalities. With the renewed website, Kempen & Co Securities not only provides better information to the Van Lanschot advisors, they are also better compliant with the rules and regulations regarding MiFID-II.