Interview
Meeting Annika Kiestra
Crafting XPP's Customer-First Marketing Vision
Celine Helmers
January 14, 2025
Within XMDS, a leading Dutch technology holding company, an exciting transformation is taking place. While its service arm, Ximedes, continues to deliver custom software solutions, XMDS is now launching XPP, bringing together its four payment technology products - KUARIO, Pecunda, Vayapay, and Ginger - under one unified brand. This new payment powerhouse represents the next evolution in XMDS's journey to modernise payment technology.
Just before the official launch of XPP, we sit down with Annika, Chief Marketing Officer, as she shares her perspective on building a unified brand identity and creating a customer-first marketing vision that will shape the future of payment technology.
From orchestrating a world record-setting concert on Mount Everest to driving strategic growth at XPP, Annika's journey to becoming Chief Marketing Officer is anything but conventional. In this interview, she shares insights into her unique path, leadership philosophy, and vision for the future of marketing in the payments industry.
"My journey began in a rather unexpected place—a backroom in a South London pub. I was 23, fresh from Amsterdam, working on creating marketing materials for Music4Children. We were promoting what would become a Guinness World Record: the highest concert ever performed on Mount Everest. The record was set at 6,476 metres in 2012, raising money for a Nepalese orphanage. It was my first taste of what marketing could achieve, and from there, I knew this was the path I wanted to pursue."
"Since 2012, I've focused on B2B marketing, particularly in business intelligence. I specialise in subscription models for online platforms and print publications, as well as digital media services. Working in these fast-paced environments taught me valuable lessons about the intersection of marketing and product development. I particularly enjoyed projects where marketing and product teams collaborated closely, blending creativity and technology to solve problems."
"When I joined XMDS's in November 2023, we were at the beginning of an exciting transformation. XMDS, as our holding company, had a clear vision: to bring together its successful payment products - KUARIO, Pecunda, Vayapay, and Ginger - under a new unified brand, XPP. While our sister company, Ximedes, would continue its successful service-based business, XPP would focus purely on product innovation and growth. The opportunity to build this new product-focused brand from the ground up was incredibly exciting. Over the past year, we've created XPP's identity from scratch, defining everything from the name and branding to our vision and strategy. What began with just two team members has grown into a dynamic marketing team of seven professionals, each bringing unique expertise to support our growth journey."
"My approach centres on making marketing an integral part of the company's DNA rather than just a support function. Working closely with the Chief Commercial Officer, I ensure the customer's voice remains central to XPP's strategy, especially as we navigate the complexities of merging four distinct organisations."
"I believe in creating an environment where team members can thrive through autonomy and support. I empower the team by giving them ownership of their work while providing guidance when needed. Under this approach, we've grown from two to seven team members, each bringing unique contributions to XPP's market impact."
"It's about creating the right balance. We have informal pizza nights, games of padel, and professional development opportunities. It's about creating an environment where we can focus on achieving targets while enjoying the journey together. What makes it particularly rewarding is working with a team that truly pulls together—every project feels like a genuine team effort. There's something special about seeing how different strengths and perspectives come together to create something remarkable."
"I’m relatively new to the sector, and what struck me early on is that we do so much more than simply facilitate payments—we actually make a difference in people's lives. From helping universities focus on education rather than payment complexities to ensuring passengers enjoy a seamless journey on public transport, our solutions touch various aspects of daily life. It's remarkable how payment technology, when done right, can transform everyday experiences. What really fascinates me is how our solutions work behind the scenes—millions of users rely on our technology every day, and it's so seamlessly integrated that they don't even think about it. That's when you know you're truly adding value."
"We're not interested in innovation for innovation's sake. Our goal is to identify the technologies and strategies that will truly improve our customers' experiences and operations. That's where we'll continue to invest and differentiate ourselves. Embedded payments are actually core to what we do at XPP, and while we're excited about emerging technologies and industry trends, what's most important is finding the right balance between innovation and meeting our customers' real-world needs. It's about making sure every advancement we pursue delivers tangible value to our users."
"Our marketing approach directly supports XPP's 'Transactions for traction' strategy. As the product-focused company within XMDS, we focus on showing how our payment solutions create momentum for our clients' businesses. Whether it's helping universities streamline their payment processes or enabling seamless public transport experiences, our marketing tells the story of how XPP's solutions drive business forward. Each of our products - KUARIO, Pecunda, Vayapay, and Ginger - brings unique strengths and market expertise, and together, under the XPP umbrella, they form a comprehensive suite of payment solutions that transform everyday transactions into business advantages."
“I love spending time in my garden—from clearing out the weeds to planting new flowers; it really clears my mind. My weekends often involve visits to the garden centre, though I usually bring home more plants than planned! I exercise a few times a week to stay fit and focused, helping me balance my demanding yet rewarding job with my family life. Speaking of family, my six-year-old daughter keeps me on my toes with her boundless energy and imaginative ideas. Our weekends are filled with precious time together, whether it's arts & crafts, baking something new, or family movie nights. These moments help me recharge and bring fresh perspectives to work."
"Marketing isn't just one thing; it's a combination of various skills and expertise coming together. I particularly value hands-on experience with customers. In a previous role, my colleagues and I would spend a full day each year shadowing our clients—from morning meetings to afternoon operations, even joining their team lunches. Everyone participated, from the intern to the CEO, and we'd sit with the client teams, observe their daily challenges, and really understand how they used our solutions. This immersive experience was invaluable in helping us understand what truly matters to our audience and often led to insights we would never have gained from a typical client meeting."
"The focus remains clear: drive growth and innovation while keeping customer needs at the forefront. We're shaping a unified brand experience that resonates with audiences and supports XPP's commercial goals, one meaningful interaction at a time. The record-setting concert on Mount Everest taught me that marketing is most impactful when grounded in purpose—that's the philosophy we apply at XPP every day.
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