Verivox and ThoughtSpot: Business Intelligence of the Next Generation
8 Min. read time
As digitalization advances and data volumes grow, many companies face the challenge of reshaping their business intelligence landscapes. Traditional dashboard solutions are increasingly hitting their limits-what’s needed are flexible, scalable, and above all, user-centric approaches that enable fast, well-founded decisions. In this interview, Verivox and ThoughtSpot offer a practical look at how they’re implementing next-generation business intelligence (BI) in the real world.
Key Takeaways
- From dashboard overload to self-service. Verivox replaced static reports with search- and AI-powered analytics, allowing business users to analyze data independently-no waiting for the BI team.
- Adoption is a cultural shift. With over 350 active users per month-70 percent of 500 employees across six business units-success is driven by change management, internal champions, and training.
- Embedded analytics as a revenue driver. In the sales partner portal for 25 active customers, embedded analytics unlocks new, direct revenue streams.
The Interviewees
For MyBusinessFuture, Editor-in-Chief Benedikt Langer spoke with three leaders about the transition from traditional dashboards to self-service analytics: Joachim Hefner (Vice President BI and Data Engineering) and Kevin Ruppert (Manager Data Engineering & BI) oversee Verivox’s data strategy. Jochen Olbrich is Country Manager Central Europe at analytics provider ThoughtSpot.
Getting Started & Context
Verivox has seen significant growth in recent years-how have your data and analytics requirements evolved during this time?
Joachim HefnerVice President BI and Data Engineering, Verivox
As we’ve grown, so has our data volume-and the demand for insights into business performance, processes, customer behavior, and forecasting. Traditional tools led to an explosion of dashboards. Every analysis, every metric was stored-just in case it might be useful later. That’s why we needed a scalable, intuitive solution to streamline data-driven decision-making and deliver fast answers to our teams.
Kevin RuppertManager Data Engineering & BI, Verivox
On top of that, business users no longer wanted to wait for analyses from the data and BI team. We needed a solution that would let them access relevant insights independently-without delays.
When did it become clear that traditional BI and dashboard solutions were no longer sufficient? What were the specific pain points in day-to-day operations?
Kevin RuppertManager Data Engineering & BI, Verivox
The pain points were clear: more users, more products, and rising data demands-but our team didn’t grow at the same pace. This made it increasingly difficult to work efficiently and manage the growing complexity. We faced long response times, cumbersome reporting, and limited data analysis capabilities.
Joachim HefnerVice President BI and Data Engineering, Verivox
Additionally, we wanted to provide our business customers with access to our data and analytics. That meant we needed a solution that would give them better access to our insights.
Decision Phase & Solution Approach
What were the core requirements a new analytics solution had to meet?
Kevin RuppertManager Data Engineering & BI, Verivox
The goal was clearly defined: we wanted to move away from static reports and enable dynamic self-service analytics. To achieve this, we needed a robust intelligence tool that prioritizes user experience for non-technical users.
Joachim HefnerVice President BI and Data Engineering, Verivox
At the heart of our approach is the question: how can users make better decisions independently and as quickly as possible? That’s why we’re so committed to the self-service analytics model.
Mr. Olbrich, how does your approach fundamentally differ from traditional BI tools-and why is this particularly relevant for companies like Verivox?
Jochen OlbrichCountry Manager Central Europe, ThoughtSpot
We focus relentlessly on self-service analytics and an intuitive user experience to provide both internal teams and external partners with fast, search-based access to data insights. Our Agentic Analytics Platform delivers AI agents that allow business users to analyze data using natural language. The platform provides validated, traceable insights seamlessly integrated into existing tools and workflows. Scalability, ease of use, and a strong emphasis on self-service analytics were also key factors in Verivox’s decision.
How did the selection process unfold? Were there specific criteria or “aha moments” that tipped the scales?
Kevin RuppertManager Data Engineering & BI, Verivox
We evaluated several tools to replace our previous solution, which had limited functionality. Beyond meeting all technical and business requirements, ThoughtSpot stood out with its modern, cloud-based, search-driven approach. Unlike traditional dashboard solutions, ThoughtSpot enables intuitive and flexible data analysis without relying on complex reports or support from the BI team.
Joachim HefnerVice President BI and Data Engineering, Verivox
The strong embedded analytics capabilities were another deciding factor. They allow us to seamlessly integrate data analysis and market insights into existing applications and processes. This was a crucial step in advancing our transformation from a pure comparison platform to a data-driven company-and in providing our energy partners with additional data-based value. ThoughtSpot is the perfect tool for the fast-paced, data-driven environment we operate in.
Implementation & Change Management
Rolling out new analytics tools is often less about technology and more about culture: What challenges did Verivox face during its change process?
Kevin RuppertManager Data Engineering & BI, Verivox
The biggest hurdle wasn’t the technology-it was shifting our team’s mindset. Employees had spent years relying on static dashboards and predefined reports. At first, we tried to replicate the look of our old reports, but we quickly realized that ThoughtSpot’s search- and AI-driven analytics demanded a fundamental shift in our data culture. Instead of just passively viewing data in dashboards, business users needed to actively explore data, uncover insights, and apply those findings to make informed decisions and take concrete action.
Joachim HefnerVice President BI and Data Engineering, Verivox
We first introduced ThoughtSpot to our energy partners in 2020. The response and feedback were overwhelming, so in 2021, we decided to adopt it for our internal analytics as well.
How did you shift employees from a dashboard-driven approach to self-service analytics?
Kevin RuppertManager Data Engineering & BI, Verivox
It took a comprehensive change management strategy-from training programs and internal champions across departments to events like our “Analytics Day.” Equally important was gathering employee feedback and incorporating it into the platform’s evolution. Despite initial resistance to change, we now see strong adoption, with over 350 active ThoughtSpot users monthly across all six business units. That’s 70 percent of our 500 employees. We’re committed to expanding this success, empowering even more teams to leverage data independently for smarter decision-making.
Beyond the technology, what role did ThoughtSpot play in this transformation?
Jochen OlbrichCountry Manager Central Europe, ThoughtSpot
We supported employee training with tailored sessions, real-world use cases, and hands-on workshops. Additionally, we hold biweekly check-ins to gather feedback, ensuring the platform’s efficiency and value continue to improve in daily use.
Everyday Use & Business Value
How has day-to-day work with data changed in concrete terms-for both business units and the data team?
Kevin RuppertManager Data Engineering & BI, Verivox
We now make extensive use of ThoughtSpot’s built-in AI capabilities. Internally, we provide Spotters-the AI agent answers questions in natural language by tapping into our internal databases and applications. These automated insights speed up decision-making and help our teams across all departments achieve better results. As we continue to grow, ThoughtSpot remains a key tool for anticipating market trends and delivering greater value to both internal teams and external customers.
Can you share an example where faster or better data access led to tangible business benefits?
Kevin RuppertManager Data Engineering & BI, Verivox
For instance, our communications and PR team can now provide media outlets with faster, more reliable insights on current developments across various markets-from interest rates to gas prices. This self-service data access has further strengthened their position as a trusted media partner.
Joachim HefnerVice President BI and Data Engineering, Verivox
Overall, ThoughtSpot helps us make faster, more informed decisions. We also see enormous potential in integrating it into more areas of the company and eventually offering Spotters to external users, such as our energy partners.
Adoption spans most of the workforce-what do you see as the key success factors?
Kevin RuppertManager Data Engineering & BI, Verivox
For a project like this, employee openness to new technologies is a critical success factor. This openness and curiosity can be nurtured through consistent, long-term change management. Early on, we recognized that rolling out ThoughtSpot wasn’t just a technology project-it required an even stronger focus on value. That means our data team always keeps an open line of communication with subject-matter experts to understand what matters to them and how markets, products, and frameworks are evolving. Our goal is to help them work with the right data-not just more data.
Joachim HefnerVice President BI and Data Engineering, Verivox
A key factor was building internal champions and power users who acted as multipliers within business units, actively driving adoption. We also prioritized knowledge sharing through community contributions, documentation, and internal success stories. Additionally, the rollout was deliberately phased-first for external customers, then internally. This allowed us to continuously incorporate feedback, optimize the user experience, and sustainably boost acceptance. Ultimately, the long-term partnership with ThoughtSpot was crucial, as adoption isn’t a short sprint.
Embedded Analytics & New Business Models
The real excitement lies in partner portals: How exactly are you using embedded analytics in a B2B environment?
Kevin RuppertManager Data Engineering & BI, Verivox
We use ThoughtSpot Embedded as the analytics engine for external users in our sales partner portal, our B2B platform. This integration allows us to:
- deliver optimized, secure, personalized, and relevant information to 25 active customers
- create profitable data applications by increasing customer investments in deeper analysis and more comprehensive insights
- simplify self-service data usage for common topics like customer churn, benchmarks, and payment strategies
How does this open up new revenue opportunities or added value for your partners?
Joachim HefnerVice President BI and Data Engineering, Verivox
Beyond strengthening relationships with our partners, this portal has actually opened up new, direct revenue streams. They can now identify current trends through faster, customized data analysis and develop corresponding offers. Additionally, they uncover challenges like customer churn or payment difficulties and can address them proactively to prevent revenue loss.
Mr. Olbrich, what role does embedded analytics play in the evolution of data-driven business models?
Jochen OlbrichCountry Manager Central Europe, ThoughtSpot
It plays a crucial role, as more and more companies want to integrate embedded analytics into their products. Despite growing data volumes and personalization demands, these platforms must deliver a fast and seamless user experience directly within the native application. With ThoughtSpot, companies don’t just provide data-they deliver concrete answers to their customers’ questions within a familiar interface. The information is analyzed from any data source, enabling entirely new data-driven business models.
A Glimpse into the Future
Topics like AI and GenAI are currently transforming the analytics space as well: What trends do you see emerging here, and what role will they play at Verivox moving forward?
Kevin RuppertManager Data Engineering & BI, Verivox
We’re open to new developments like GenAI and agentic AI, and we’re currently exploring which analytics areas they can help us reach our goals. For us, the focus is always on the value driven by data, supported by self-service analytics to become faster and more powerful. Together with ThoughtSpot, we aim to learn quickly and early how to strategically deploy new AI technologies and seize them as opportunities. These innovations pave the way for a future where data-driven insights are enhanced by personal AI agents, improving every decision-making process.
Where do companies stand today on data-driven decision-making-and what sets leaders apart from laggards?
Jochen OlbrichCountry Manager Central Europe, ThoughtSpot
Most companies today are on the journey from basic data usage to truly data-driven business processes. Nearly all collect data, many have implemented BI tools and dashboards-but only a small fraction reliably leverage AI in this context and make decisions consistently, swiftly, and organization-wide based on robust data. That’s precisely what distinguishes leaders from laggards.
Key Takeaways & Recommendations
Looking back on the project: What would you do differently today?
Kevin Ruppert Manager Data Engineering & BI, VerivoxWe would question more rigorously today whether we should really transfer the old dashboards 1:1 to the new platform in the first step. Instead, it would have been far more efficient from the start to leverage the new self-service capabilities of ThoughtSpot right away.
What three recommendations would you give companies facing a similar transformation of their BI landscape?
Kevin Ruppert Manager Data Engineering & BI, Verivox- Change is more than just technology: It encompasses processes, people, and technology. All three must work together, with technology serving as the foundation that people use to improve processes.
- Self-Service First: Use the transformation to empower teams directly during the transition rather than transferring all existing reports 1:1.
- Champions and long-term partnerships: Such a transformation takes time-and strong partners on the team.
Frequently Asked Questions
What is self-service analytics?
Self-service analytics refers to tools that allow business users to analyze data independently-without detours through a central BI team. Instead of waiting for pre-built reports, they ask their own questions, often in natural language. This dramatically shortens the path from question to decision.
How does embedded analytics differ from traditional BI?
With embedded analytics, analysis is integrated directly into an existing application-such as a partner portal. Users stay within their familiar interface and get answers right there. Traditional BI, on the other hand, typically requires switching to a separate dashboard tool.
Why is adopting new analytics tools a cultural issue?
The biggest lever isn’t the technology-it’s the mindset of employees. Those who’ve spent years working with static dashboards need to learn how to question data on their own. Verivox supported this shift through training, internal champions, and events like an Analytics Day.
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Image source: AI-generated (July 2026). Speaker photos: ThoughtSpot / Verivox
