The digital world is changing faster than ever before. I know, we’ve all heard that line a million times, but with AI, automation, and tech evolving at lightspeed, “change” isn’t just something we talk about anymore; it’s the new normal.

For businesses today, the challenge is twofold: How to embrace these new technologies while managing the complexity they bring? Where do you even start? How do you make sense of it all? And how can AI, the new kid in town, create real value without making you feel you are losing control?

At Hatch, we realize that keeping up simply isn’t enough. To genuinely support our clients, we must rethink the way we work, redefine our role, and step up as a true partner; not just to help them manage things, but to guide them in navigating and making sense of it all.

Saying you’re creating ‘future-proof’ digital products has become a bit of a joke. Because in the current digital landscape, what’s relevant today could be obsolete tomorrow. The real challenge is designing for change, staying alert to new trends, identifying opportunities, and presenting them before our clients even realize they need them. It’s not a one-time goal; it’s an ongoing, always-on mindset.

Here are five key learnings from 2024 that made us redefine our company strategy.

1. From vendor to long-term strategic & visionary partner

The way businesses expect digital agencies to work with them has shifted big time. It’s no longer about just getting things done, it’s about having a strategic and visionary partner who understands industry trends, anticipates innovation, and gives proactive advice on leveraging emerging technologies. Not only in the discovery phase of a project, but throughout the entire project. Many digitalization projects span months or even years, and in that time, the landscape can change dramatically. Just look at the rise of generative AI: A few months ago, it was a novelty. Now it’s everywhere.

As Sam, our CEO and Head of Product, puts it: “Most companies don’t just need vendors anymore. They need a partner who can help them navigate the chaos, especially when it comes to emerging tech like AI. We need to be more than just a tech-savvy partner, we must deeply understand their business cases, enabling us to proactively identify opportunities and risks brought forward by technology.”

Recognizing this shift and the increasing demand from our clients, we’ve realigned our focus to provide clear, strategic guidance at every stage of the product development process.

2. Simplicity wins

Digital products should be intuitive, easy to use, and solve real problems without adding extra layers of complexity. That’s the goal. We want to create solutions that not only serve the users, but also simplify the tech choices, data structures, and processes businesses are facing today. Hence our new baseline “We make the complex simple.” But let’s be clear that simplicity doesn’t mean cutting corners. It means eliminating unnecessary complexity so businesses can move faster and more efficiently.

Here’s a striking statistic: over 70% of digital transformations fail because of complexity (McKinsey). That’s a lot of businesses trying to make big changes, but getting stuck in complicated technology. We want to make sure that doesn’t happen.

As Sam puts it, “Technology choices are just tools. The right tech partner goes beyond simply implementing those tools. It’s about understanding each client’s unique context and challenges, and then choosing the best solution for their business needs. Whether that’s AI, automation or something else entirely. A lot of clients come to us asking, ‘What can AI do for my business?’ The real question is: ‘What specific challenges are you facing, and is AI the right tool to solve them?’”

3. AI should empower, not overwhelm

AI is everywhere right now, and we understand businesses are eager to see what AI can do for them. It’s revolutionizing industries and unlocking lots of possibilities, but it also presents a unique set of challenges for businesses. A report from PwC showed that 85% of executives believe AI will give them a competitive edge in the next five years. Yet, many struggle with how to integrate it into their existing systems, processes, and teams.

“At Hatch, we believe that to truly unlock the potential of AI, it’s essential to stay on top of the latest trends and innovations in the field,” says Don, our Head of Mobile & AI. “That’s why we’ve created a new business unit specifically dedicated to understanding and exploring all possible AI solutions. Not just to sell AI, but to ensure we fully grasp its potential and can proactively bring those insights to our clients.”

AI is powerful, no doubt. But with so many options out there, it can be tough to know where to start. Our goal is to guide clients through the emerging tech landscape, uncovering the right AI solutions that will truly drive their business forward.

4. The growing need for deep customization in digital products

As the digital landscape becomes more complex, we see an increasing demand for digital products that are highly-flexible and adaptive. Off-the-shelf solutions often fail to meet unique business challenges and workflows. Those that attempt to compensate with high configurability quickly become bloated with features, turning their setup into a complex technology project of its own. Custom Bespoke solutions, on the other hand, have become far less risky and definitely more affordable in the past few years. Supported by the low-code/no-code evolution our engineers can now create impressive products in a matter of weeks. These tool are designed with your specific context in mind and are ready to grow and adapt at your pace.

Maarten, our Head of Technology, explains: “Businesses are realizing that generic software just doesn’t cut it anymore. They need tech that evolves with them, and that’s where we excel. We help them build solutions that are powerful, intuitive, and adaptable to ever-changing needs.”

5. More requests for incubation and co-investment

At Hatch, we've recognized a growing demand for early-stage innovation, and it's an area that's deep in our DNA. Over the years, we’ve worked with both established corporates and emerging startups, helping them turn ideas into tangible products.

We thrive on creating prototypes, PoCs, and MVPs, combining our strategic insight with hands-on execution. We're passionate about helping new ventures get off the ground, giving them the confidence they need to attract investors and stakeholders, and setting them up for long-term success. That’s why we’ve established a dedicated service pillar focused on supporting innovators and startups.

Looking ahead, one thing’s clear: the digital world isn’t slowing down.

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At Hatch, our refocus is all about helping our clients do more than adapt to change. We’re here to help them lead it. The digital landscape is complex, but it’s full of opportunities. And we’re committed to being the partner that makes it easier to spot those opportunities and act on them. We’re here to make the complex simple.