When we first met with CIRCL, what stood out wasn’t just their idea—it was their conviction. They weren’t pitching a platform. They were describing a problem they’d seen up close: renters being filtered out for the wrong surname, the wrong income, or no reason at all. They wanted to build something radically different. A platform that put people—not prejudice—at the center of housing.

They had the vision. What they needed was a partner who could help them bring it to life quickly, without compromising the heart of the idea. 

The Dutch housing market isn’t just overheated—it’s unequal. Tenants are often filtered out before they ever get a chance. If your last name doesn’t sound Dutch, or you don’t have a permanent contract, your application can be silently dismissed. According to research by Trouw, nearly 1 in 3 landlords admit to discriminating during the housing process. In parallel, the wider construction industry faces mounting pressure: sustainability mandates, regulatory hurdles, labor shortages, and inflation have created a perfect storm. Project delays are rising, costs are ballooning, and the demand for affordable, equitable housing continues to outpace supply.

CIRCL was created to flip the script. Instead of landlords having all the control, CIRCL levels the playing field by matching tenants and landlords based on shared values—not race, income level, or social background. It’s about fit, not filtering. Trust, not prejudice.

And while CIRCL began in the rental market, it arrives at a time when the entire construction and housing ecosystem is searching for smarter, fairer, and more sustainable models. The Netherlands plans to build 75,000 new homes per year to meet demand. Meanwhile, EU climate regulations, circular economy targets, and rising insolvency rates are forcing the industry to rethink how we design, build, and manage property.

When CIRCL came to OWOW, they had a bold mission and a clear problem: how do you take an ambitious idea like this and turn it into a working product? In ten weeks.

The Challenge: Rebuilding the Matching Model from Scratch

CIRCL wasn’t just trying to improve the status quo—they were rejecting it outright. That meant no search bars, no profile pictures, and no filtering based on traditional markers. The product had to create a new kind of match, one that reflected compatibility in values, expectations, and intent.

But the challenge went beyond design and strategy. The CIRCL team had already tried to build their first version—and it hadn’t worked. As developer Thomas explained:

“They had a clear vision, but they struggled to get to the next stage. They had attempted development before, but the complexity of what they wanted to build—especially the configurator—had blocked progress.”

The configurator was one of the hardest technical problems: users needed to draw, move, and shape their ideal housing configuration. That required math-heavy functionality, geometry logic, and frontend behavior most teams don’t touch unless they have to.

And that was only one piece of the platform.

The Process: A Sprint Built on Trust, Simplicity, and Clarity

To move fast, the OWOW team narrowed the scope. The CIRCL MVP wouldn’t be a full-blown platform with every feature. It would be a focused flow to demonstrate the product's value.

As Anne, who led strategy, explained, the team had to protect the integrity of the idea without overwhelming users. That meant short onboarding, clear messaging, and a match system that worked intuitively. The key was to cut anything that didn’t directly support the core experience.

Design followed the same mindset. The interface needed to feel inviting and calm—even as it tackled a serious topic. Vincent designed around stripped-back UI, friendly illustrations, and a clean visual language to guide users through the unfamiliar without friction.

On the technical side, the team balanced ambition with pragmatism. They shipped a version of the configurator that was good enough, knowing they’d improve it later. To speed up development, they used AI tools to solve algebraic and geometric problems in real time—filling in knowledge gaps and keeping momentum high.

Our Culture: Hybrid High-Performance

The CIRCL sprint was only possible because of how OWOW works. Our hybrid, high-performance culture gives teams the freedom to move fast and solve hard problems—without waiting on traditional handoffs or decision chains.

From day one, strategy, design, and development worked as one team. Feedback loops were tight, problems were surfaced early, and everyone stayed aligned on the goal.

On the tech side, when the team ran into complex logic behind CIRCL’s configurator—like solving equations and geometry for layout—they didn’t get stuck. They used AI tools to support problem-solving, bridging knowledge gaps without slowing down.

It’s that blend of expertise, collaboration, and smart tooling that lets OWOW teams ship faster and better.

The Impact: Real Matches, Real Value, Real Momentum

Within ten weeks, CIRCL had a working MVP that was already capable of delivering value. Users could sign up, define what mattered to them, and get matched without ever submitting a photo or a CV.

But the impact wasn’t just in what the product did—it was what it proved. CIRCL could now:

• Show stakeholders a live product, not a pitch deck.
• Start validating ideas with real users.
• Attract partners and funders with a concrete demo.

Just as important, the product established trust. In a market where discrimination is the norm, CIRCL built something that gave people hope. A platform that made users feel seen—not judged.

The Lesson: Bold Ideas Need Sharp Execution

CIRCL reminded us that great products don’t come from complexity—they come from clarity. The team shipped fast because they stayed focused. They didn’t try to reinvent everything at once. They picked the right problems and solved them well.

Every decision was about building trust and protecting the integrity of the idea. That applied to design, strategy, and development alike. It also reflected how OWOW works as a team: with tight collaboration, fast iteration, and shared accountability.

Final Thoughts: Clarity, Culture, and What Comes Next

Not every CIRCL conversation led to code. In many cases, the most valuable thing we delivered was insight—helping the founders sharpen their thinking, test assumptions, and see their product through a new lens.

CIRCL was more than a fast project. It was proof that even big ideas can ship quickly when the scope is sharp, the culture is collaborative, and the mission is clear.

The product continues to evolve. OWOW continues to partner with CIRCL as they grow. But the sprint showed what’s possible when a high-performance team meets a purpose-driven idea.

If you want to learn more about how we built CIRCL—or what we learned in the process—feel free to reach out: