The rise of shared global challenges has increased the importance of joint innovation efforts. UniversityIndustry Collaborations (UICs) represent an underexplored opportunity for multi-company initiatives. This article explores how universities can adapt their collaboration offerings toward industry partners so as to better facilitate innovation ecosystems. An empathic design approach was used to examine X!Delft’s ecosystem – part of the valorisation centre of the Delft University of Technology. This revealed one underlying emotional driver of industry partners for participation, namely a shared sense of ‘suspense’ regarding future (technological) developments. Hence, a framework was created to stimulate enduring engagement by cultivating effective suspense.