Let's have a positive impact on people's lives.

Looking back on a career of building digital products, services and communication for bespoke brands for over 20 years, it was time for a change. We quit our job as managing partners of Boondoggle and founded 33reasons. Our professional playground for experimentation and co-creation. With the firm ambition to launch a digital service that makes financial administration easy and fun.

Erik Meylemans
Erik Meylemans
Co-founder
Vincent Depoortere
Vincent Depoortere
Co-Founder
Pieter Lambrechts
Pieter Lambrechts
Co-Founder

The pursuit for a positive impact

As CEO, CTO and CSO at Boondoggle we, Pieter, Vincent & Erik, helped (financial) brands gain a more meaningful role in society by creating better product and service experiences. We installed a culture of close collaboration on all levels with our clients, from C-level to designers & developers. But in the end you realize that your impact is often limited to improving the user experience, to adding accessibility and usability to a predefined set of products and services. You are polishing the surface or shaping the story, with little or no impact on the value proposition of the brand.

Through consumer research for these same clients in personal care and well-being, telecom, energy or finance we were often confronted with like-minded consumers. Consumers in search for an easier and happier life, where they expect brands to enable them in this pursuit, by a.o. helping them save time and helping them install good habits. Yet these same consumers perceive less then 30% of brands as notably improving their quality of life.

In the concurrence of these experiences and insights we decided to launch 33reasons. To build upon our expertise in understanding and aligning a brand & business, the needs of the consumer and the opportunities in technology. With the firm ambition to launch a digital service that will have a positive impact on people’s daily lives.

OkiOki: focusing on the root cause of a pain

As experienced service designers and design thinkers we kicked off our endeavours with some key qualitative and quantitative research empathizing with our target audience: entrepreneurs and their accountants.

We quickly discovered that their relationship based on trust could be destabilized by the digital disruption that is slowly but surely also hitting the world of financial administration. Entrepreneurs are longing for to get rid of the quarterly hassle and at the same time feel that they lack insight on the financial side of their business. Accountants on the other hand are also still suffering from the same quarterly peeks and lack time to offer their clients the advisory role they are looking for. Despite the fact that accountancy softwares are trying to catch up with digitization and the rise of accounttech, both entrepeneurs and accountants still seem to lack the right solution to their problem.

That's the moment when we created the concept of OkiOki. Starting from the vision that everything starts from the lack of motivation of the entrepreneur and the complexity of the financial administration ecosystem. And with the ambition to give every entrepreneur a financial assistant.

Getting ready to launch

After 4 months of research, concepting and user experience testing, it was time to turn our concept into a product. We started our design and development sprints towards a first alpha release. We prepared our application for Account Information Service Provider (AISP) at the National Bank of Belgium. And we launched our 'roadshow' visiting accountancies in search for future partnerships. 

Today,  1 year after we left our comfort zone, we launched our alpha. Blazej and Csaba joined the team as full-stack developers. We build a growing community of beta testers, both entrepreneurs and accountancies. And we received our AISP license from the National Bank of Belgium.