Launched in 2010 by the founders of the publicly traded company Binck Bank, Brand New Day specializes in low-cost, high-service pension plans that challenge preconceived ideas within the financial services industry. Based in Amsterdam, the company currently has around 100,000 customers and approximately 70 employees. The need for a tag management system (TMS) became apparent during the implementation of a new marketing system. While the company has a strong IT department, launching an affiliate marketing system requires highly specialized knowledge, which meant marketing initiatives were limited. As a result, implementation took over a year: all tagging was done manually and IT sprint cycles to deploy new technologies lasted a full month. Brand New Day began to look for a TMS that would increase efficiency and streamline the process.
Brand New Day had initially implemented Google Tag Manager but soon discovered its limitations and realized they required a far more sophisticated system. After evaluating four different TMSs, the company implemented Tealium iQ in February 2014. Key to their selection of Tealium iQ was:
Implementing Tealium iQ has streamlined the Brand New Day tag management process, reducing the complexity of implementing tags while increasing the agility of their digital marketing function. The system allows real-time changes to the marketing strategy and has significantly reduced reliance on the company’s IT department, who is delighted with the results. Most importantly, Tealium iQ has made the web site increasingly efficient:
The solution has had a profound impact on Brand New Day’s revenue. Lead generation has improved, with a 31 percent increase in customers since implementing Tealium® tag management. Brand New Day attributes the increase in customers to the ability to implement tags swiftly through Tealium iQ and acquire the in-depth knowledge necessary to improve the web site.
Brand New Day was founded in 2010 to offer an alternative to the larger insurance firms. With a view of reshaping the market, the business was built to remain an independent provider with lower costs and a higher level of service. The transparent approach adopted by Brand New Day has built customer’s confidence in the company and they now have over 100,000 customers and serve 1000 companies. As more customers have taken advantage of this refreshing attitude, it has led to Brand New Day developing new services that further support their customers.