Independer.com

Independer.com is an Internet start-up in the Dutch financial services industry. The case describes a strategic decision confronting Managing Director Edmund Hilhorst in April of 2000. Hilhorst must decide which option to choose for the loyalty program that would govern the excess commissions which Independer would accrue.

The teaching objective of this case is twofold. Firstly students are expected to evaluate the positioning strategy of Independer and secondly, it gives students the opportunity to identify how Independer can manage customer loyalty in an information-intensive and privacy-sensitive environment.