LYNX – Transforming the Online Broker into a Customer Centric Organization

Building customer centricity through insights, brand strategy, innovation, and culture change.
  • Customer Insights
  • Customer Segmentation
  • Brand & Communication Strategy
  • Customer Experience Innovation
  • Organizational Culture
  • Reading time: 3 Minutes

Driving sustainable growth with a customer-led approach

Lynx enables customers to trade and invest in financial markets around the world. Founded in the Netherlands, the company is operating in 10 different countries across Europe. Since 2013 Rlevance partners with LYNX to enhance business relevance and driving customer-led growth, significantly boost preference and loyalty. Over the years our collaborative journey transformed LYNX into a truly customer centric organization, more than doubling its employee count and positioning it as a leading brand in professional online brokerage.
Creating a customer centric organization LYNX broker

Establishing an authentic, customer centric brand

In our first project, we undertook extensive internal and external research, redefining LYNX’s brand positioning based on authentic strengths and customer needs. Internally the brand acted as a guiding principle for management decisions, while inspiring everyone in the company. We developed the brand identity, which we translated it into corporate design, a brand claim, a communication strategy, and digital and analogue touchpoints.  Additionally, collaborating with the Amsterdam-based creative agency Superheroes, we developed and launched “Level-Up”, a pan-European campaign clearly communicating brand benefits.
Brand Campaign for customer centric organization LYNX online broker

Deep customer segmentation through data science and psychology

To enhance customer understanding within the organization, we conducted extensive quantitative research with 6,500 traders across seven markets, leveraging data science and psychological frameworks (project details here). This resulted in precise customer segments and detailed personas known as LYNX Trader Types. We further enriched this understanding through targeted qualitative interviews, exploring deeper the motivations and behaviors within these key segments.

Optimizing customer experience across the customer journey

Using our robust insights, we significantly enhanced the customer experience by mapping the customer journey collaboratively with representatives of key markets. Focusing specifically on customer onboarding, we combined branding and service design to craft a distinctive “branded customer experience”, thus increasing conversion rates and customer satisfaction early in their lifecycle. In partnership with Amsterdam’s service design agency Essense, we further applied user-centered design methods to innovate products and experiences tailored specifically to enhance loyalty among targeted Trader Types.

Embedding a customer centric culture internally

Recognizing customer centricity as an internal operating system shaping the outside experience, we facilitated several internal initiatives. We unified the leadership and employees around the brand positioning and customer journey, embedding customer centric thinking as a shared organizational priority. Through comprehensive training programs and interactive workshops across markets, and engaging educational content like short videos and practical guidelines, we empowered LYNX employees to actively implement customer centric practices in their daily operations.

Achieving tangible growth and customer loyalty

The result of this extensive partnership transformed LYNX into a customer centric organization, significantly enhancing customer acquisition, retention, and loyalty. By consistently applying principles of customer centricity and driving customer-led growth, LYNX effectively elevated the quality of their customer base, solidified their competitive edge within the European brokerage market.

Play Video

In the time working with Rlevance, after we launched all those initiatives, we grew from 70 employees to 100 employees. I believe that Rlevance had a relevant impact on that.

Klaus Schulz

Germany Branch Manager, Lynx B.V.

Share:

Explore more Cases

Get updates and stay connected -
subscribe to our Newsletter

2025 © Rlevance

Imprint / Data Privacy

Business Inquiries

Find Us

  • Rlevance Consulting GmbH
  • Lausitzer Strasse 9
  • 10999 Berlin
  • Open in Maps
arrow