Invest-NL: Powering digital growth with a user-first, data-driven platform built with Prepr CMS

As Invest-NL grew in size, scope, and strategic ambition, its original website, built before its public launch in 2020, no longer supported the organization’s evolving needs. Designed from an internal perspective, the platform was structured around departments like Capital and Business Development rather than user needs. Information was fragmented, navigation was unintuitive, and the site lacked the functionality to support data-driven engagement or meaningful lead conversion.

To match its public mission and support its growing audience of entrepreneurs, co-investors, and policymakers, the digital experience required a fundamental rethink.

Moreover, the website was underperforming in several critical areas:

• Outdated UX and structure: Navigation didn’t reflect how users searched for funding, insights, or opportunities.
• Limited storytelling: The platform lacked a framework for sharing impact through projects, partnerships, and success stories.
• No system integrations: The site wasn’t connected to CRM or analytics tools, limiting insight and performance tracking.
• Lack of personalization: Content couldn’t be adapted to different user types or journeys.
• Inflexible CMS: Content updates required developer support, slowing down operations and limiting scalability.

Although the website has been live for only a short time, early indications suggest it is already supporting Invest-NL’s goals in meaningful ways. The new platform delivers immediate improvements in content management, lead qualification, and personalization capabilities.

• Improved content operations: With Prepr's headless CMS, Invest nl's content team works faster and with more independence, reducing reliance on developers.
• Smarter lead qualification: The redesigned QuickScan tool now routes leads more efficiently, ensuring better qualification and improved follow-up potential.
• Personalization-ready infrastructure: Thanks to Prepr’s built-in personalization and data layer, Invest-NL now has the infrastructure in place to launch targeted content experiences and move toward more data-driven marketing.

As usage data accumulates, the organization will be better positioned to optimize user journeys, tailor messaging, and track engagement at a much deeper level than was previously possible.

Invest-NL is the Netherlands’ national financing and development institution, focused on accelerating key societal transitions in sustainability, circularity, innovation, and health. As a public impact investor, it helps finance initiatives that are often seen as too risky or too early-stage for traditional financiers.

Since its launch in 2020, Invest-NL has grown rapidly in team size, investment portfolio, and strategic ambition. But its original website, built before the organization’s public debut, no longer reflected this progress. The platform lacked the functionality, flexibility, and storytelling power needed to serve its growing audience of entrepreneurs, co-investors, and policymakers.

To better support its mission, Invest-NL partnered with digital agency Greenberry and headless CMS provider Prepr to completely reimagine its digital presence. The new platform needed to go beyond a modern design; it had to tell impactful stories, engage a wide range of stakeholders, and actively support lead generation. With Prepr powering personalized content delivery and data-driven interactions, the new website was built to inspire action, guide users efficiently, and turn interest into qualified leads.

To bring its digital vision to life, Invest-NL collaborated with Greenberry for design and strategy, and partnered with Prepr to power the content and data infrastructure behind the new platform.

The new website makes the shift from a department-based structure to a theme-driven approach, aligning with Invest-NL’s societal focus areas. This makes the platform easier to navigate and more relevant to entrepreneurs, investors, and policymakers.

Prepr enables Invest-NL to manage content more efficiently, automate workflows, and easily scale digital operations without relying on developer support. Its flexible content model makes it possible to create tailored user journeys and align the structure of the site with audience needs rather than internal departments.

Beyond content management, Prepr plays a central role in enabling Invest-NL’s shift toward data-driven marketing and high-quality lead generation. By combining content delivery with built-in personalization and behavioral tracking, Prepr allows Invest-NL to:

• Segment audiences based on real-time user behavior
• Deliver targeted content to different stakeholder groups
• Optimize calls to action and conversion paths dynamically
• Integrate seamlessly with analytics, CRM, and third-party tools

A key element is the redesign of the QuickScan tool. Now fully integrated with postcode checking, it helps qualify leads and directs users to the right regional partners when Invest-NL isn’t the right fit—turning drop-offs into opportunities.

This data-centric approach transforms the website into a performance platform equipped to guide users from interest to action.

With its new digital platform, Invest-NL now has a website that reflects its ambition, supports its strategic growth, and enables meaningful engagement with a wide range of stakeholders. The collaboration with Greenberry and Prepr resulted in a future-ready platform built for flexibility, performance, and scale.

By integrating data and storytelling into a single, dynamic platform, Invest-NL is better positioned to share its impact, connect with partners, and advance the societal transitions it was created to lead.

The launch sets a solid foundation for future growth, helping Invest-NL strengthen its digital presence and better serve its mission.