The Munich startup Emvolution recently launched personiq, a personalization software for internet users. This allows users to more securely and directly view the online content that truly interests them.
The startup wants to offer an alternative to the widespread business model of “exchanging data for free services” and give users the opportunity to better understand their data, realistically assess its value and control who is allowed to use the data.
One of the founders, Sebastian Wolfsteiner, told us more about this in our “7 Questions for Munich Startups.”
1. Who are you and what do you do?
We have developed a platform that enables users to personalize their digital services and content and thus make them more relevant.
With the help of a plugin, we identify the user's interests and, based on these, offer them content that is both relevant and inspiring. As a first service, we personalize news and articles for the user on personiq.de.
Control your data
In addition, we give every user the opportunity to determine which information may be used for personalization. This means that, in the first step, the user receives transparency about which areas of interest play the most important role in their daily browsing behavior. In the second step, they can determine whether and which information may be used to customize their messages. Control over their own data and how it is used is crucial for us.
2. But that's been around for a long time!
Personalization today is often imprecise, complicated to configure, or rather superficial. Some services already allow customization of their content. However, users either have to manually select which topics are relevant to them, or their browsing and clicking behavior is simply analyzed without their explicit consent or approval.
We ourselves love personalized content and websites, but we would like more transparency about which information is used for this purpose or even the ability to correct it – because algorithms sometimes draw the wrong conclusions and thus annoy users with incorrectly selected content.
Data control is not sexy…
…or is it?
3. What has been your biggest challenge so far?
What is crucial is that the user develops an awareness of how his data is handled and wants to actively influence how and when the data may be used.
At Emvolution, we experience users' ambivalence regarding how their data is handled every day – everyone wants to use great services, but at the same time, data protection and control are important, but rather boring and unsexy topics. Emvolution wants to offer users a simple way to manage and control how their data is used.
We therefore see transparency about one's own data and control by the user as the central focus of personiq and believe that sharing information leads to a cooler experience within the respective service.
…but is passionately discussed
4. Let’s get down to business: How is business going?
Data control and the use of personal data is a very passionately debated topic in Germany. Fortunately, it's also sparking interest among many to change the current way of doing things. At the same time, we're seeing that content tailored to each individual increases enjoyment and relevance.
We're currently in the beta phase and are optimizing the product daily, receiving a lot of feedback and having interesting conversations with users who already have a certain sensitivity to the topic, as well as with potential users who have a more relaxed attitude toward it. We're learning a great deal from both and incorporating this into our product development.
Even (potential) investors usually have these discussions on a passionate, personal level before we really get down to business.
5. What does Munich mean to you?
Whether Siemens, BMW, or Augustiner: Munich stands for customer-focused technology and a passion for engineering. We have excellent universities and interesting people here, all of whom are making a difference with their knowledge and passion.
Plus, instead of Berghain, we have real mountains with a high quality of life. Who wouldn't rather be in Garmisch-Partenkirchen in an hour than in Greifswald? At the same time, we consider Munich the most beautiful city in Germany, and Giesing is the perfect district for us. With Giesinger Bräu as our neighbor, we're well-stocked in culinary delights, and we can get to the lake just as quickly as the Eisbach.
The correct handling of data affects every individual
6. How does your startup become the next unicorn?
We're developing a product with the user in mind, for the user, and we want to provide an alternative to existing methods of data control and personalization. Proper data management is important not only for companies, but also for individuals. Therefore, Emvolution offers users a simple and fast way to manage and control their personal data themselves.
7. Helles or Prosecco?
Definitely a light beer—every Monday after the team meeting, we meet for a quick light beer to switch off from daily business and simply spend time together. Cheers! 😉
