IZIKEY exists because buying a new-build home in the Netherlands is more complex than it needs to be — and nobody is coordinating the full picture for buyers.
In 2025, I bought a new-build home in Arnhem. The home was exciting. The process wasn't.
Contracts from two separate parties arrived simultaneously. Financing conditions, meerwerk deadlines, notary appointments, seven construction instalments — each with its own timeline, its own parties, its own risks. A klantmanager at the developer, a personal advisor at the contractor, a mortgage advisor, a notary. None of them were coordinating the full picture for me. And I had the background to handle complexity — I'd spent 15 years managing high-stakes programs for a living. Most buyers don't have that.
I kept thinking: if I'm finding this opaque and fragmented, what is everyone else going through? The information existed. The people were helpful. What was missing was someone — or something — that held the whole picture and made sure nothing fell through the cracks.
I built Kay while going through the purchase myself. Every feature is grounded in a real document, a real deadline, or a real moment where I thought "a buyer who doesn't know what I know would have missed this."
"I have a background in program management and systems design. And I still found this confusing. What about everyone else?"
— Natan Soron · Founder, IZIKEY · Arnhem, 2025
I've spent 15 years making complex things work — large-scale R&D programs, multi-disciplinary teams, budgets that didn't forgive mistakes. High-stakes environments where coordination failures had real consequences. The through-line was always the same: the technical work is solvable. The coordination is the hard part. Getting the right information to the right person at the right time, across systems that weren't designed to talk to each other.
I've been an early user of AI from the start — ChatGPT from the early days, Midjourney, and everything that came after. Always testing, always looking for where these tools actually change something. For years it felt powerful but narrow — impressive demos, limited real-world utility. In 2025–2026, that changed. AI capabilities crossed a threshold. The context windows got big enough. The reasoning got reliable enough. The tooling matured.
At the same time, I was buying a new-build home in Arnhem. And what I was experiencing — fragmented information, no single coordinator, deadlines arriving without context, documents scattered across email threads — was exactly the kind of problem that AI could now genuinely solve. Not with a chatbot that answers FAQs. With a coordinator that holds the whole picture. That's when IZIKEY clicked.
I built Kay while going through the purchase. Every feature is grounded in a real document, a real moment of confusion, or a real deadline that almost slipped. I'm the first buyer, the first developer, and the first support ticket — and that gives IZIKEY a level of grounding no amount of research can replicate.
IZIKEY is pre-pilot and actively seeking its first developer partner. We're looking for a new-build developer in the Netherlands who wants to give their buyers a genuinely better experience — and is willing to shape the product alongside us.
We're selectively onboarding new developer partners for 2026. If you're building new-build residential projects in the Netherlands and want to give your buyers a better experience, get in touch.
natan.soron@izikey.nl →Book a 30-minute demo and see Kay in action — live, with real buyer conversations.
Book a demo → See our offer