From fragmented searches to 80% faster prospecting: How Onninen accelerates customer acquisition with Navigora

The challenge: Fragmented data slowed down customer acquisition

Founded in Turku in 1913, Onninen Oy is a Finnish wholesale company specialising in technical products for heating, plumbing, ventilation, electrical systems and infrastructure. It serves contractors, industrial companies, infrastructure operators and resellers through a nationwide sales and logistics network.

Today, Onninen employs approximately 1,550 people and operates nearly 60 Onninen Express stores across 47 Finnish localities. 

Eetu Laukkanen works at Onninen as Sales Manager. His responsibilities include sales, customer management, new customer acquisition and cooperation with suppliers. Because Onninen’s customer and partner relationships are typically based on long-term agreements, accurate company information is important throughout the entire customer lifecycle.

Before adopting Navigora, Onninen relied on several separate information services. These tools provided only limited amounts of data at a time, making it difficult to form a complete view of potential customers, industries and business opportunities.

The solution: One platform for prospecting, segmentation and financial insight

Onninen introduced Navigora when the company was reviewing its operating models and looking for more effective ways to support sales. The primary goals were to increase new customer acquisition and identify attractive industries and customer segments.

Navigora brought previously fragmented company and financial information into one service. Its company search and filtering tools enabled sales teams to move quickly from broad market exploration to individual company profiles and reports.

With Navigora, Eetu Laukkanen and Onninen’s sales teams can:

• identify prospective customers across multiple industries

• filter companies by relevant business and financial criteria

• assess each customer’s financial potential and lifetime value

• segment new accounts using verified company information

• monitor changes in customers’ assets and financial performance

• support customer and supplier decisions with consistent data

We adopted Navigora because we wanted to invest more in new customer acquisition and identify promising new industries. It gave us a comprehensive company-information service and made customer mapping and prospecting significantly easier.

— Eetu Laukkanen, Sales Manager, Onninen Oy

The results: Faster account opening and more focused sales work

Approximately 20 active users at Onninen use the platform, and the service has been well received within the company’s sales teams. The most visible benefits have been achieved in customer acquisition and industry mapping, where employees can now access the required company information without searching through several disconnected services.

Navigora also supports more accurate customer segmentation. When Onninen approaches a new company or opens an account, the sales team evaluates the customer’s financial potential and expected lifetime value. Company registration is carried out using the Finnish Business ID, while Navigora helps determine which segment the customer genuinely belongs to.

According to Laukkanen, the improvement compared with the previous operating model has been substantial: customer onboarding and new customer acquisition have become approximately 80% faster. The result is less time spent gathering information and more time available for evaluating opportunities, developing customer relationships and advancing sales conversations.

I would absolutely recommend Navigora to companies that analyse large customer volumes. I would say customer onboarding and new customer acquisition became about 80% faster than with our previous operating models.

— Eetu Laukkanen, Sales Manager, Onninen Oy

The impact

• approximately 80% faster customer acquisition

• quicker new-account evaluation

• more accurate customer segmentation

• centralised company and financial data

• faster industry and market mapping

• stronger customer and supplier risk awareness

• more focused sales-team activity

Navigora helps Onninen turn fragmented company research into faster, more targeted customer acquisition—creating a stronger foundation for future sales growth.