Origin of eMagiz – English

The inception of eMagiz

It all started around the year 2000 when a group of business consultants (including current eMagiz CEO and owner, Rob ter Brugge) founded a company that set itself the goal of developing applications and software that had a direct impact on the business processes and challenges in these business processes with customers. They wanted to do this on the basis of platforms and solutions that did not require in-depth technical (programming) knowledge and skills. The dream was to enable a business expert to define and realize his own solutions.

It soon became clear that a whole new issue would emerge from this objective. How do you integrate these business solutions into your existing environments? How do you guarantee your data transfers from A to B? How do you document realized integrations and how do you keep these integrations future-proof? A mega challenge on the area of data and application integration! This is why they started working with the first Enterprise Service Buses (ESBs), an ESB from Sonic.

2000 – 2007

In this period a lot of investment and experimentation took place in order to set up the platform according to the dream image: a proprietary solution that enables a business manager without in-depth technical knowledge to realize every integration that the business requires. All kinds of software development were tested: off-shoring in India, near-shoring in the Netherlands. The choice of Sonic as the ESB created a rock-solid, high-quality core for the platform but did not always make it easy for users to get message flows onto the ESB. During this period the need arose to integrate more structure and processes into the platform. Around 2007/2008 we introduced the ‘5-layer model’. This is still one of the principles of the platform to this day.



This period is characterized as one of maturing the platform. From day one our platform has had a strong integration with the Mendix portfolio and this relationship is still emphasized today by the technical partner status granted to Mendix and Siemens by eMagiz and the close collaboration and integration of the eMagiz platform with respect to the Mendix Datahub proposition. During this period, a strategic choice was made to preferentially base this new functionality in the platform on available open source solutions and to set up the organization so that it could make a substantial contribution to these open source communities. Thus, the logic of the ‘SPRING’ framework was chosen, and HornetQ, and later ARTEMIS, were initially used for the processing of message traffic. By now the platform uses more than 60 open source libraries, new functionalities are developed primarily on the basis of open source and we make a substantial contribution to improving and further developing the open source solutions we use. In December 2011 the company became independent and the first independent commercial sales were made, briefly under the name IRIS enterprise messaging but soon under the name eMagiz, with our distinctive platypus as the logo.


2011 – present

In 2013, we brought the platform to market cloud-based (as a service). Then the Full Integration Lifecycle was integrated into the platform and in 2014 the setup of the platform was fully graphically facilitated. The past few years have been characterized by the rapid further development of integrations in the IT domain. Our platform continues to move and evolve at a rapid pace with additions to the platform such as the management functionality and the API gateway and the new developments in the field of event-streaming based integrations. In short, our roadmap is very well filled to make the platform even more user-friendly, effective and efficient. And our customer and partner community will of course have a strong voice in this!

The eMagiz logo: A platypus

When we chose the name eMagiz we also spent a long time choosing an appropriate logo. Preferably we wanted a graphic, simple logo of an animal in which the core values of the eMagiz platform were united: It had to stand for universal integration, successful evolution, adaptability and difference, because we believe in the benefits of a different approach.

That’s how we ended up with the platypus. This animal, which has been around for 600 million years and was swimming around earth when dinosaurs were still happily stepping around, is a bit of the Swiss army knife of the animal world. A platypus has the head of a duck, legs with fish scales and a beaver tail. It lays eggs, but is a… Mammal! They feed their young with milk! It is next to the ant hedgehog the only mammal that lays eggs.

This special animal lives in eastern Australia and in Tasmania and is mainly active at night. The males have a poisonous spine with each hind leg. With that, they defend themselves when they are attacked. With its beak, a platypus is rooting in the mud in search of food. In that beak there are small senses that are sensitive to electrical signals. This way, a platypus knows exactly where its prey is. He likes to eat a nice crustacean, insect larva or a juicy worm. Young platypus have teeth. As they get older, those teeth make way for ridges.

Universal integration, successful evolution, adaptability and being different from others. We could not really imagine a better symbol of our core values.