Upgazet: Investing across generations

Danielle came into contact with Upgrade Estate as an investor five years ago, but quickly felt part of the bigger Upgrade story thanks to the way they communicate, their fresh invitations and the open atmosphere at numerous enjoyable events. In this interview, she shares her views on customer contact, the power of people-oriented communication and why investing in a community means so much more to her than just the figures.

You have been involved as an investor for some time now. How have you experienced the evolution in the way the company deals with investors over the years?

At first, we felt involved in the launch of new projects. We were engaged and new opportunities arose to invest further. Gradually, a growing sense of community developed; we felt we belonged and were involved. That is still the case today. There are regular events and keynotes to which we are invited. We are also seen as people with an interest in contemporary topics who can get together informally. That sense of togetherness ensures that we continue to feel connected to the company.

What role do you think personal contact plays in this?

I usually work with Christophe from the sales department because he is from our region. But actually, every salesperson is welcome. Connection is the key word. Personal contact is nice, as are the recurring informal contacts at meetings. We are also regularly informed by email about what is going on, what is coming up, where we can get involved, etc. The invitations to keynotes and suchlike always have a very appealing, personal and playful tone.

Communication is increasingly taking place digitally. How do you feel about this approach, for example at general meetings?

I find digital general meetings convenient. You don't have to travel anywhere. What's more, when it comes to figures, it's not always that interesting. At the same time, you want to keep track of developments. You can do that from the comfort of your own home. General communication is always clear and accessible. Some companies like to use abbreviations or difficult terminology that no one understands. I like that accessibility. At the same time, I think it's important to still be invited to physical events regularly, but only the fun ones (laughs).

What strengths does Upgrade Estate demonstrate as a customer-focused company?

The relationship is warm and engaged, not purely businesslike. When I am invited by a bank, it is very different. Then it is only about money. At Upgrade Estate, the approach is human and focused on additional themes such as sustainability and the well-being of students. They have a clear vision on this, which I also support. It is about much more than just growing your money. Another inspiring strength is the drive of the founders and their forward-thinking approach.

How could customer focus be further strengthened?

The idea of a think tank or advisory board where investors and customers meet once a year with students or young professionals to exchange ideas. That would be interesting. They always think beyond the tip of their noses. For example, they bought forests in Finland when raw material prices were skyrocketing. I think that's fantastic. No doubt they are constantly thinking about this question themselves.