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Language Services Grow in COVID Times

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Nick Ivanov GoPhrazy

Nick Ivanov of GoPhrazy tells us about how businesses can capture the hearts & minds of their global audience while saving up to 30% on localization costs.

First of all, how are you and your family doing in these COVID-19 times? 

Nick Ivanov: Thank God, besides the frustration with constant restrictions and lock-downs, everybody is healthy and well.

Tell us about you, your career, how you founded GoPhrazy.

Nick Ivanov: I am an entrepreneur and localization executive with 15+ years of professional experience. I founded GoPhrazy as a natural extension of our existing localization business.

It is a new generation media translation solution provider that centres our services around cultural adaptation and viewer experience.

How does GoPhrazy innovate? 

Nick Ivanov: We develop AI to remove bias around voice talent casting, identify and resolve cultural issues in media translation.

How does the coronavirus pandemic affect your business finances?

Nick Ivanov: The pandemic had a positive implication on demand for our services. With people being locked away, home entertainment became one of the very few fun things to do.

Did you have to make difficult choices regarding human resources, and what are the lessons learned?

Nick Ivanov: No, we are well equipped with remote capabilities, which allowed us to deliver our services without interruptions due to COVID-19.

We sent our team home office and took advantage to onboard new good-fit personnel due to the challenging job market. 

How did your customer relationship management evolve? Do you use any specific tools to be efficient?

Nick Ivanov: We focused on existing customers rather than expanding our services. It costs 6 times less to retain an existing Client than attract a new one.

Did you benefit from any government grants, and did that help keep your business afloat?

Nick Ivanov: No

Your final thoughts?

Nick Ivanov: Digital services, in general, benefited from the COVID-19 situation.

Your website?

Kossi Adzo is the editor and author of He is software engineer. Innovation, Businesses and companies are his passion. He filled several patents in IT & Communication technologies. He manages the technical operations at

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