What’s in a Name: How an iconic MTV reality show sparked the rebrand of this Amsterdam-based proptech

A few days ago, Amsterdam-based Mijn Verkoopmakelaar, a platform that allows consumers to compare real estate agents, announced its rebranding to Krib.

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Founded and led by Antoine Steenkamer, Krib (formerly Mijn Verkoopmakelaar) lets consumers easily compare real estate agents based on performance, fees, and client reviews.

This enables both buyers and sellers to make well-informed decisions and ensures that agents go the extra mile to provide the best possible guidance.

Since its inception in 2019, the Dutch platform has processed more than 44,000 offers from agents, and over 800 real estate agents are active on the platform.

In today’s edition of What’s in a Name, we at Silicon Canals spoke to Antoine Steenkamer to know the reason behind the rebranding.

Opens the door to supporting more English-speaking users

Antoine Steenkamer started Mijn Verkoopmakelaar with the focus on helping people find a sales agent. However, now the platform also assists in finding buying agents.

Additionally, there is a growing number of expats using the service to start their property searches.

Steenkamer mentioned that he might consider expanding internationally in the future, and if that happens, the name Mijn Verkoopmakelaar may not be appropriate anymore.

As a result, the new name opens the door to supporting more English-speaking users and to potential international expansion.

“I don’t have to tell you what MTV TV program was my favourite. Our core target group are first-time sellers and buyers. And that generation associates words like Krib with houses,” he says to Silicon Canals.

Helping people in buying, maintaining and selling

Typically, a name only carries significance when it aligns with a purpose.

“We want to help people with everything they need around buying, maintaining and selling their house. Especially if people need specialists,” explains Steenkamer.

The naming process

According to Steenkamer, the decision didn’t happen overnight.

“This process began 4 years ago. After a couple of years, we felt we needed a different name. With Amsterdam-based design bureau Lava, we did a name workshop. That was the moment we came up with the name Krib. Not sure which individual should get the credits,” explains Steenkamer.

“Four years ago, we weren’t in a position to continue with a full rebranding. Too risky, too little capital to enforce a successful rebranding. Thankfully, we did secure the domain name. Now, years later, I asked Lava to continue where we left off,” he adds.

The transition to the new name has been fully completed. The brand identity was designed by Amsterdam-based design agency LAVA.

Securing the domain name and trademark

In this digital age, no startup is fully complete without its domain online.

“Very important. I am really happy we have secured a four-letter domain name,” he says.

Steenkamer also notes that the trademarking process was relatively smoother.

Evolution from the old name

Steenkamer states that the rebranding reflects the company’s expansion.

“Part of our motivation to change from Mijn Verkoopmakelaar (English: My sales agent/realtor) is that we already started helping people with finding buying agents.”