Our mission for ecommerce and online marketing

Our story, the history, the crew and our customers

Since 2005 we are on the mission to simplify e-commerce and make  online marketing more effective

Our mission

Since 2005 we have been on a mission to simplify ecommerce & online marketing.

Today we provide the award-winning software and services to transform the way B2B companies engage their customers and promote their products. Comprised of Content MarketingCustomer Journey Management, Marketing Automation - and everything runs on a powerful and easy to use Autopilot.

We are convinced that the success of a company is based on the success of its customers. We believe businesses can grow with a conscience, and succeed with a soul -  that's why we've created our solution.

Our flight plan

Our story

During their master's studies at the UZH in 2005, four students realized that they were in a period of change when it came to the online purchasing behavior of consumers. This led to the development of ecommerce software and content management systems (CMS), which could be deeply integrated into the existing infrastructure (ERP, CRM, PIM) of enterprises.

Consumers were less and less willing to pay attention to intrusive advertising and offers not relevant to them. In addition they were using more and more different channels. These observations led to the founding of Aioma.

Customers do not want to be influenced by marketers or salespeople - they want to be helped. This assistance is an enormous amount of repetitive tasks for marketers. Aioma's guiding principle is to make customer centricity as simple and effective as possible.  Together with our experienced Chief Product Officer (CPO) Valentin Binnendijk we started to lead the "Lead Management Software" Aioma.

Today, this approach helps ecommerce companies all over the world to focus on their customers and to help them in a largely automated way instead. 

Company history

Founded in 2005 as Astina and spun off in 2015 as the E-Commerce Marketing department, we have now become an established player in the German-speaking ecommerce world. With numerous solutions, including for ABB, Bauwerk Parquet, Bischofszell Nahrungsmittel, Fujifilm, Navyboot, ZFV, and Meier Tobler, we have been able to achieve regional and national recognition.



The company was founded in 2005 as Astina AG. Astina continues to develop enterprise e-commerce software and integrates systems such as ERP, PIM, CRM and web shops via its middleware product Paloma.


Collaboration between University of Zurich and Innosuisse

Collaboration project between University of Zurich and Innosuisse to develop a recommender system based on semantic web and machine learning.


Spin-off of a CRM software

Spin-off of Localina AG, a company with a focus on reservation management, CRM in gastronomy. Sold to Swisscom and Publigroupe.



After 10 years Astina was split into two companies. One department continued to focus on system integration and product development of an e-commerce middleware. The other company focused on e-commerce marketing - today's Aioma AG was founded. Until today the two companies work closely together and share office space.


Collaboration between University of Geneva and Innosuisse

Another research project using the latest technologies from the field of data science: Predictive Analysis to calculate the customer journey of online visitors.  The collaboration project with the University of Geneva & Innosuisse.


Product development for e-commerce marketing

Since 2019 we have been on the road with a sharpened profile in e-commerce marketing and with the new name Aioma. Article about our rebranding.

Our crew

We select our team members carefully. At Aioma you can expect one of the most experienced and passionate e-commerce marketing teams in Europe. Our crew provides everything necessary to plan and implement a successful e-commerce marketing strategy - competent and multidisciplinary. This includes software, strategic consulting and data science. We show you quickly, honestly and directly what we have developed based on your data. Concisely and without sales stories (or in other words: "No bullshit policy").


Marc Gasser

Marc studied Business & Informatics at the Uppsala University in Sweden and the University of Zurich. He has been working in ecommerce for over 15 years. Marc founded several web startups, is a member of the board of internet companies, and holds presentations and teaches on E-Commerce and Web Technology. His particular areas of interest include Entrepreneurship, Marketing Technology and the mountains of Switzerland. Marc was granted the Philias CSR Award, as well as the semester prize at the University of Zurich for his thesis publication “A Validation of Action Patterns for Project Managers”.


Valentin Binnendijk

M. A. HSG of University of St. Gallen. Valentin is our product expert. He knows like no other how to successfully implement online products today. During his studies he co-founded the companies STARTUPS.CH and TrekkSoft and established them as CTO. Today both companies have more than 100 employees. Valentin has gained further experience in consulting and with well-known Swiss start-ups.


Rita Lutz

B.A. in Communication and Media Studies, MAS Digital Business. In her position as Content Experience Manager, Rita combines three exciting fields of expertise: Communication Studies, Digital Marketing and Graphic Design. Rita gained her practical experience in e-commerce positions at Migros and Blacksocks. In today's digital world she is a sought-after specialist for content marketing, data analysis and customer experience.


Urs Hammer

Urs, MSc in International Management, studied in Lucerne, Paris and Shanghai. He is an experienced Project Manager and an expert in the global e-commerce landscape.


Andraž Jalovec

Andraž is leading the team for eZ Platform development and is very experienced in E-Commerce development in PHP/MySql, technical project lead and planning.


Raffaele Sandrini

Raffaele holds a Master's degree in Computer Science from ETH Zurich with focus on Software Engineering. His master's thesis in the area of modern computer virtualization supported many publications in OS research. Raffaele is also one of the inventors of the Vala language.


Lenart Rudel

Lenart is an experienced full-stack developer and is the architect of our customer data platform (CDP). After graduating as a multimedia engineer, he worked in various positions and in his own company as a Ruby developer.


Kurt A. Lambert MA, PhD

Kurt is president of the board of Aioma. An Economist and passionate Entrepreneur with investments and Board participations in a number of early and late stage firms spanning the Investment, FinTech, Healthcare and Consumer Goods sectors. He is Chairman of the Board of RepRisk AG, a global leader in environmental, social and governance risk intelligence as well as Chairman of Aioma AG and a member of the Board of Quantex AG – all companies domiciled in Switzerland. In 1997, he founded Harcourt Investment Consulting AG, which was a pioneer in the Swiss hedge fund industry and managed in excess of USD 5 billion by the end of 2009. He also served during this time as a member of the Advisory Board of the FTSE Hedge Fund Index. Kurt is the Chairman of The Forlam Foundation and was previously Chairman and member of the Board of Trustees of the Africa Foundation UK Trust. In addition, he has served on the Advisory Board of several major initiatives, the most recent being to establish a regional financial institute in the Caribbean. He has a PhD in Economics from the University of Lausanne, a MA in Economics from the University of Texas at Austin and a BSc in Mathematics from Hofstra University.


Peter Fanconi

Peter travels between many worlds: He is Chairman of BlueOrchard Impact, Chairman of Graubündner Kantonalbank GKB, and Vice-Chairman Deutsche Bank (Switzerland) Ltd. Prior to that, Peter studied law at the University of Zurich and was CEO of Vontobel Private Bank, CEO of Harcourt Investment and member of the Board of Directors of Liechtensteinische Landesbank (LLB). We're happy to have his experience on board of our company at the advisory board of Aioma.

An extract from our customers

15 years project experience

Thanks to years of experience in the development of e-business and e-commerce applications and deep insights into B2B companies, we help to make future-oriented, digital decisions. We can pay the necessary attention to the details that are critical to success without losing sight of the big picture. Because our processes are lean and efficient.