Equip

What Equip does

Equip Financial Technology B.V. is a Dutch B2B2C fintech founded in 2022 and headquartered in Amsterdam that operates an all-in-one financial planning platform for employees, sold to Dutch employers, pension uitvoerders/advisers, and mortgage advisers and reaching more than 100,000 employees in the Netherlands. The core platform aggregates bank transactions via PSD2 (through the licensed aggregator Invers B.V.), pension data, mortgage information and employment benefits into a 360-degree financial profile, delivered via web (withequip.com and platform.withequip.com) and native mobile apps, with an in-product AI assistant called Penny that uses a multi-agent architecture across multiple specialised large language models hosted on AWS serverless infrastructure within the EU to deliver personalised guidance, financial check-ups, pension gap assessments and step-by-step triggers.

The product is structured as a platform plus discrete modules (Penny AI, Financiële check-up, 1-op-1 expert conversation) and is monetised through quote-based recurring subscriptions to employers (sized for workforces of 10 to 10,000+ employees) and via channel partners in the pension and mortgage-adviser segments, where partner pricing is benchmarked at 0.1% of total payroll. Distribution is primarily domestic (Netherlands only) and combines direct enterprise sales to employers with embedded reseller relationships through Dutch pension administrators and advisers, supplemented by content marketing (blog, monthly newsletter with 250+ readers, Instagram @withequip) and webinars.

Equip has raised approximately €2.3M in total disclosed funding, including a €2M pre-seed round in May 2023 led by XO Ventures with Antler participating. The company is privately held, GDPR/AVG-aligned, hosts all data within the EU, and employs 11–50 people (seven named team members disclosed) led by co-founders Toon Peek (CEO) and Jan Klinkhamer (COO). It claims 40% employee activation within one year of deployment, a 320% employer ROI and an >80% activation target for pension-sector deployments.

Name

Equip

Legal name

Equip Financial Technology B.V.

Website

https://withequip.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Equip (Equip Financial Technology B.V.) is an Amsterdam-based B2B2C fintech that sells an all-in-one employee financial planning platform to Dutch employers, pension providers, and mortgage advisers, aggregating bank, pension and benefits data with an embedded multi-agent AI assistant called Penny.

Ownership category

akta.pro rank

Product category

Employee Financial Wellness Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement Plan Participant Advice & Managed Accounts (FSAEABAF)

akta.pro secondary industries

Invoicing, Billing & Accounts Receivable Automation (FSAGAJAC), Accounts Payable Automation & Supplier Payments (FSAGAJAD)

Keywords

• Employee financial wellness
• Financial planning software
• Pension engagement platform
• AI financial assistant
• Employer benefits platform

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. B2B SaaS subscription for pension sector partners: Pension advisors, administrators and uitvoerders purchase Equip as a recurring subscription and resell/embed it to their employer clients as part of their employer offering. Recurring revenue per partner, with land-and-expand as employers roll out to more employees.
2. Direct employer subscription: Employers procure the Equip platform directly via a recurring subscription (sales-led motion), gaining access for their workforce of 10 to 10,000+ employees. Pricing is quote-based and not publicly listed.
3. Financial adviser/mortgage adviser subscription: Mortgage advisors (hypotheekadviseurs) and financial advisers subscribe to Equip as a tool to support client conversations and embedded financial planning workflows.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Equip (Equip Financial Technology B.V.) operates an all-in-one financial planning SaaS platform for employees, combining PSD2-integrated bank transaction data, pension information, and employer benefits into a unified 360-degree financial profile. The platform is sold as a subscription to Dutch employers, pension providers, and mortgage advisers, and delivers personalised insights via the 'Penny' AI assistant, expert content, and access to human financial coaches for more than 100,000 employees in the Netherlands.

Product overview

Equip (Equip Financial Technology B.V.) operates a platform-plus-modules architecture delivered as one unified B2B2C service via withequip.com. The Equip Platform is the core product that gives employees financial insight, advice, and educational content; embedded within it, Penny AI is the AI-powered assistant that answers financial questions in plain language, the Financiële check-up is the self-serve digital assessment of a user's financial situation, and 1-op-1 gesprek met financieel adviseur is the booked human-expert session routed through the same Platform. The stack is sold to employers (Werkgevers), pension providers (Pensioensector), and mortgage advisors (Hypotheekadviseurs), reaches more than 100,000 employees in the Netherlands, and ingests bank data through the PSD2 partner Invers B.V.

Differentiator

Problem solved

Functional benefit

Products and services

• Equip Platform All-in-one financial planning platform for employees, delivered via withequip.com and platform.withequip.com. Combines PSD2-integrated bank transaction data (via Invers B.V.), pension information, and employer benefits into a unified 360-degree financial profile, with personalised advice, educational content, the 'Penny' AI assistant, and access to independent financial experts. Sold as a recurring subscription to Dutch employers, pension providers and mortgage advisers, reaching more than 100,000 employees in the Netherlands.

Quantifiable outcome

• 40% employee activation within one year of deployment
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core.

• Invers B.V.coreTechnology or IntegrationInvers B.V. is a PSD2-licensed financial data aggregator that provides Equip with connectivity to Dutch bank accounts, enabling real-time transaction and balance analysis inside the platform.
• Amazon Web Services (AWS)coreTechnology or IntegrationAWS provides the serverless cloud infrastructure on which the Equip platform is hosted within the European Union, supporting data residency, GDPR compliance and scalability.
• Strapi

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brightside: Brightside is a US-based employer-sponsored financial wellness platform that combines digital tools with human advisor access. It is the closest cross-Atlantic comparable to Equip's employer/pension all-in-one model.
• Wagestream: Wagestream offers employee financial wellbeing tools (earned wage access, budgeting, savings) sold to employers in the UK and Europe. Overlaps with Equip on employer-led financial wellbeing and integrated coaching, though it leads with EWA.
• Bippit: Bippit is a UK fintech providing on-demand financial coaching via an app for employees of participating employers. Directly comparable to Equip on the AI/human-coaching employee financial planning proposition.
• Smart Pension: Smart is a UK workplace pension and employee benefits platform sold to employers and pension administrators. Comparable to Equip's pension-sector reseller motion and employer onboarding flow.
• PensionBee: PensionBee is a UK pension consolidation provider with employer, adviser and direct consumer channels. Comparable to Equip's multi-channel pension positioning and Dutch-market specialisation play, but operates further down the value chain.
• Cushon: Cushon is a UK workplace pension and savings platform sold B2B to employers. Comparable to Equip on employer-led pension engagement, employee app experience, and integrated financial wellbeing content.
• ZayZoon: ZayZoon is a Canada-based earned-wage-access and employee financial wellness platform sold to employers. Comparable to Equip on the employer-purchased financial wellbeing category, with adjacent rather than identical product mix.

Emerging players

• Emma Technologies: Emma is a UK-based consumer financial management app with open banking connectivity. Partial overlap with Equip's PSD2-powered personal finance view, but consumer-led rather than employer-led.

Broad incumbents

• Payactiv: Payactiv is a US incumbent in employer-sponsored earned wage access and financial wellness. Comparable on the employer financial-wellbeing category, but broader portfolio and EWA-led rather than full financial planning.

Regional players

• BrightPensioen: BrightPensioen is a Dutch pension provider with a strong digital experience. Most directly comparable Dutch peer to Equip on local pension engagement, though it is a pension product rather than a financial-wellbeing platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/withequip

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equip