In 1996 Hassan Kotob pioneered the Digital Asset Management (DAM) industry when he founded North Plains Systems (NPS). He served as President and CEO until 2011 during which time the company thrived and became the dominant industry player. In 2011 NPS received an equity investment from private equity firm, Accel-KKR. Hassan transitioned to the role of Chairman working on strategic initiatives. In mid 2015, Hassan stepped back into the company on a full time basis as Chairman and CEO. Hassan is recognized by fellow industry leaders and analysts, for his commitment to and achievements in the DAM industry.