What Brand New Day does

Brand New Day is a Dutch online pension bank founded in 2010 by Kalo Bagijn and Thierry Schaap, the entrepreneurs who previously built BinckBank to online investing market leadership in the Netherlands. The company operates exclusively as an online direct-to-consumer bank with no physical branches, headquartered in Amsterdam Zuidoost, and serves over 400,000 customers managing more than €10 billion in assets under management. Its product suite centers on low-cost pension accounts, self-directed investment accounts, savings accounts, ZZP (self-employed) pension accounts, children's accounts, collective employer pension schemes, and policy transfer services that migrate customers away from legacy high-cost "woekerpolissen." The investment platform is built on a curated set of Vanguard index funds (equities, bonds, sustainable, emerging markets, small-cap) wrapped inside BND Paraplufonds I and II umbrella structures, with automated lifecycle investing, automatic currency risk hedging, and free inter-fund switching as differentiating features.

Revenue is generated primarily through annual management fees on assets under management (0.59% TER on standard funds, 0.25% on ZZP accounts), one-time closing costs (€45 per account), policy transfer fees (up to €199), and savings interest spreads under deposit guarantee. The company holds both an AFM investment license and a European Central Bank banking license obtained in 2017, enabling it to operate as a full bank (BND Bank N.V.) and offer deposit-guaranteed savings. Customer assets are legally segregated through KAS Trust custody. Distribution combines direct digital acquisition via brandnewday.nl and mobile apps with a multi-thousand financial advisor referral network, intermediary partnerships with ZZP Nederland, accounting software platforms (e-Boekhouden.nl, Jortt), freelancer networks (Young Ones, Younited), and affiliate marketing through DaisyCon. Recent strategic activity includes a €100 million SME factoring financing facility to Factris in October 2025, extending the balance sheet beyond retail deposits into commercial lending.

Name

Brand New Day

Legal name

Brand New Day

Website

https://brandnewday.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Brand New Day is a Dutch online pension bank offering low-cost index fund investment, pension, and savings products to over 400,000 individual and self-employed customers across the Netherlands, managing more than €10 billion in assets under management.

Ownership category

akta.pro rank

Product category

Online Pension Banking

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

akta.pro secondary industries

Target-Date & Lifecycle Funds (FSAAAEAF), Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

Keywords

• Online pension banking
• Retirement savings accounts
• Index fund investing
• Dutch pension products
• Low cost asset management

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Management Fees (Beheerkosten): Annual fees charged on assets under management in investment funds. Standard funds charge 0.59% TER. ZZP pension account charges 0.25% management fee plus €50 annual service costs.
2. Entry/Closing Costs (Afsluitkosten): One-time closing costs of €45 charged when opening accounts such as pension accounts or ZZP pension accounts.
3. Transfer/Policy Migration Fees (Overboekkosten): Fees charged for transferring policies from other providers. Standard transfer costs up to €199 per policy. Expiring policies (nearly ended) charged €49. Monthly deposits charged 0.50% transaction costs.
4. Savings Interest Spread: Generates revenue from spread between lending rates and savings interest paid to customers on deposits.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Brand New Day is a Dutch online pension bank providing low-cost, index-fund-based pension, savings, and investment accounts to Dutch consumers and self-employed professionals (ZZP). Customers can open investment accounts (Beleggingsrekening), pension accounts (Pensioenrekening - beleggen and sparen variants), savings accounts (Spaarrekening), children's accounts, ZZP pension accounts, and transfer existing insurance policies (Polis Overboeken) online. All investing is built on Vanguard index funds with automatic lifecycle risk adjustment and currency hedging, under legally segregated custody (KAS Trust).

Product overview

Brand New Day operates as an online pension bank (online pensioenbank) offering a comprehensive suite of savings, investment, and pension products primarily for the Dutch market. The portfolio centers on low-cost index fund investing and pension savings, featuring core products including: Pensioenrekening (pension accounts for both investment and savings), Beleggingsrekening (self-directed investment accounts), Spaarrekening (savings accounts), Kinderrekening (children's investment accounts), and ZZP Pensioenrekening (self-employed pension accounts). Additional offerings include Gouden Handdrukrekening (severance payment accounts), Polis Overboeken (policy transfer services), Collectief Pensioen (employer group schemes), and Lijfrente Uitkering (annuity payout services). The company also provides advisory services through Persoonlijk Pensioenplan and advisor tools including Beleggingsplanner and Pensioenplanner. All products are offered through a web platform, mobile app (iOS/Android), and intermediary channels. The investment products are structured under the BND Paraplufonds (umbrella fund) containing multiple index funds from Vanguard including equity funds (BND Wereld Indexfonds) and bond funds (BND Euro Obligatie Indexfonds).

Differentiator

Problem solved

Functional benefit

Brands

• BND Paraplufonds I: Investment fund umbrella structure for client assets
• BND Paraplufonds II
• BND Wereld Indexfonds Hedged
• BND Euro Obligatie Indexfonds
• BND Duurzaam Wereld Indexfonds
• BND Emerging Markets Indexfonds
• BND Small Cap Wereld Indexfonds

Products and services

• Beleggingsrekening (Investment Account) Self-directed investment account allowing users to invest in Vanguard-based index funds with very low costs vs. traditional banks/brokers. Offers free fund switching and optional lifecycle investing. For Dutch consumers seeking low-cost investment for any goal or 'for later'.
• Pensioenrekening - Beleggen (Pension Account - Investing) Pension savings/investment account that allows individuals to build supplementary (aanvullend) pension through index-fund investing. Contributions are tax-deductible up to the annual pension contribution limit (jaarruimte). Designed for Dutch consumers building supplemental retirement savings.
• Spaarrekening (Savings Account) Free-withdrawable savings account with funds protected under the Dutch deposit guarantee scheme (depositogarantiestelsel). Money can be withdrawn at any time with no restrictions. For Dutch consumers seeking a safe instant-access savings product.
• Pensioenrekening - Sparen (Pension Savings Account) Pension account that allows saving for retirement with fixed interest rates through term savings deposits (Spaardeposito) with tax advantages on contributions. Complements the investing pension variant.
• Kinderrekening (Children's Account) An investment account designed for building wealth for a child (e.g., for education, a driving licence, or other future needs).
• ZZP Pensioenrekening (Self-Employed Pension Account) Specialized pension account for self-employed professionals (ZZP'ers) in the Netherlands. Offers flexibility with no mandatory contributions and allows integration of Oudedagsreserve (OR) and stakingswinst (business sale proceeds) for tax-advantaged pension accumulation.
• Gouden Handdrukrekening (Golden Handshake / Severance Account) Account for managing severance payments (gouden handdruk / ontslagvergoeding) from employment termination with special tax treatment, enabling tax-favored roll-over into pension contributions.
• Polis Overboeken (Policy Transfer Service) Service allowing customers to transfer existing insurance policies (lijfrentepolis, kapitaalverzekering) from other providers to Brand New Day while preserving all fiscal conditions; addresses the legacy 'woekerpolissen' (high-cost policies) in the Dutch market.
• Collectief Pensioen (Collective Pension for Employers) Group pension solutions for employers (Pensioen Basis, Plus, Totaal) offering low-cost collective pension schemes for employees with minimal administrative paperwork, handled online.
• Lijfrente Uitkering (Annuity Payout) Service for converting accumulated pension savings into regular annuity payments upon retirement (the decumulation/payout phase of pension).
• Nabestaandenlijfrente (Survivor Annuity) Annuity provisions for surviving family members in case of the account holder's death, continuing pension income to beneficiaries.
• Zakelijke Beleggingsrekening (Business Investment Account) Investment account for business entities and directors-major-shareholders (DGA) for business-related pension building and corporate investment.
• Spaardeposito (Savings Deposit / Term Deposit) Term savings deposits with higher fixed interest rates, designed for pension savings and complementing the instant-access Spaarrekening.
• Brand New Day App (iOS & Android) Mobile application for iOS and Android enabling customers to manage their accounts, view balances, and perform transactions.
• Persoonlijk Pensioenplan (Personal Pension Plan) Paid advisory service (€199) providing a personalized pension analysis including an inventory of existing pension pots and a comprehensive report with a video consultation.

Quantifiable outcome

• 30% more final capital over 30 years compared to 1% higher-cost competitors
• +5 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ZZP NederlandcoreChannel Partner/ Reseller/ DistributorPartnership with ZZP Nederland (Dutch freelancers association) to provide pension solutions for self-employed professionals. Includes dedicated pages for ZZP pension accounts and investment accounts under the partnership.
• e-Boekhouden.nlminorChannel Partner/ Reseller/ DistributorIntegration partnership with e-Boekhouden.nl accounting software platform, allowing seamless pension planning for accounting software users.
• JorttminorChannel Partner/ Reseller/ DistributorPartnership with Jortt, an accounting software provider for freelancers, to offer integrated pension planning solutions.
• Young OnesminorChannel Partner/ Reseller/ DistributorPartnership with Young Ones, a platform for freelancers and flexible workers, to provide pension solutions for their contractor network.
• YounitedminorChannel Partner/ Reseller/ DistributorPartnership with Younited platform for flexible workforce solutions, integrating pension services for platform users.
• VanguardcoreTechnology or IntegrationStrategic investment fund provider partnership. All Brand New Day funds are based on Vanguard index funds including Vanguard Euro Government Bond Index Fund, Vanguard SRI Euro Investment Grade Bond Index Fund, and Vanguard FTSE Developed World II CCF. Vanguard is the inventor of index investing.
• KAS TrustcoreTechnology or IntegrationCustody company (KAS-Trust) that legally separates customer assets from Brand New Day. If BND goes bankrupt, customer assets held by KAS-Trust are protected outside the bankruptcy estate.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• DEGIRO: Amsterdam-headquartered low-cost online broker serving Dutch and European retail investors with a similar cost-leadership positioning. Comparable in target customer (self-directed retail), product mix (index/ETF focus), and distribution (online-only).
• BinckBank (now part of Saxo Bank): Dutch online broker founded by the same entrepreneurs (Kalo Bagijn, Thierry Schaap) and now part of Saxo Bank. Highly comparable as a Netherlands-focused, digital-first low-cost investing platform; BND's team explicitly built BinckBank into a market leader, making it the closest analogue for business model and target customer.
• Meesman Indexbeleggen: Dutch index-only investment specialist offering low-cost index funds to Dutch retail savers. Directly comparable on the index-only product philosophy, low-fee value proposition, and Dutch retail pension/wealth segment.

Others

• PGGM: Large Dutch pension fund administrator and asset manager. Adjacent rather than directly competing, but comparable in Dutch pension domain expertise and scale; PGGM services occupational pensions, providing context on the institutional side of the same addressable market.

Emerging players

• Scalable Capital: European digital wealth management platform with broker and managed-portfolio offerings. Comparable in serving cost-sensitive retail investors with index-based portfolios and digital onboarding, though headquartered in Germany.
• Trade Republic: Pan-European neobroker offering low-cost investing and savings products including pension wrappers. Comparable as a digital-first, low-fee competitor entering the Dutch market and addressing similar self-directed retail customers with index/ETF offerings.

Regional players

• Raisin: Pan-European deposit and savings marketplace aggregating bank products across multiple countries. Comparable in offering Dutch retail customers access to competitive savings rates via a digital platform, though with a different (marketplace) business model.

Broad incumbents

• NN Investment Partners: Large Dutch asset manager offering retail and institutional funds including pension-related products. Comparable as a Dutch-domiciled asset manager competing for retail pension AUM, but operating at significantly larger scale and with a broader active/passive product range.
• ASR Nederland: Major Dutch insurance and pension provider that is also an existing investor in Brand New Day. Competes in the Dutch retail pension/insurance market with a broader product portfolio and established employer relationships.
• Moneyou (ABN AMRO): Online savings and investment brand of Dutch incumbent ABN AMRO. Comparable in offering online Dutch retail savings/investment products with a cost-efficiency pitch, but backed by a much larger parent with broader banking capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/brandnewday
• YouTubeyoutube.com/@BrandNewDayBank
• Facebookfacebook.com/brandnewdaynl
• LinkedInlinkedin.com/company/brand-new-day_2
• Instagraminstagram.com/brandnewday.nl

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors3 records

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

M&A1 record

Investments1 record

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

Frequently asked questions about Brand New Day