Frits.com
Frits.com is an Amsterdam-based, AFM-licensed Dutch online mortgage advisory firm (founded 2015, 42 staff) that combines independent comparison tools and a personal dashboard with certified advisor support delivered via phone or video to Dutch consumers across 22 city locations.
- Company typePrivate
- Founded2015
- HeadquartersAmsterdam, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Frits.com does
Frits.com (legally Frits Financial Services B.V., trading as "IkbenFrits") is a Dutch independent mortgage advisory firm founded in 2015 and headquartered at Science Park 400, Amsterdam. The company delivers mortgage advice to Dutch consumers through a hybrid digital-plus-human model: customers use online calculation tools (maximum mortgage, refinancing, monthly cost, ZZP and new-build calculators) and a personal customer dashboard, while certified advisors (Wft-certified, AFM-licensed under number 12049494) provide advice via phone or video consultation. Frits positions itself as fully independent, comparing rates and conditions across all Dutch banks rather than being tied to a single provider.
The company's product surface spans core mortgage advisory, a suite of "Rekentools" calculators, a 24/7 customer dashboard (Klantenportaal), "Biedverzekering" (bid insurance) for competitive housing markets, "Fritsanalyse" detailed analysis, and an extensive content platform including a knowledge bank, blog, podcast, and "Overbiedingsmonitor." Go-to-market is direct-to-consumer across five primary personas (starters, doorstromers, ZZP'ers, expats, divorcees) plus secondary use cases (new-build, sustainability), supported by content marketing, SEO, social media, and earned media coverage (NRC, De Telegraaf). The firm operates from 22 office locations across the Netherlands, though advice is delivered remotely.
Commercially, Frits generates revenue through professional advisory fees for mortgage advice, with a free initial consultation as the lead-conversion mechanism. It has served 10,000+ customers since founding, employs 42 people, and carries a 9.7/10 Kiyoh satisfaction rating across 1,616 reviews. Capital raised across three disclosed funding rounds totals roughly $11.8M (Finch Capital-led seed in 2017, plus 2020 and 2022 rounds), with no parent company or institutional investor publicly identified. Strategic partnerships include a flagship 2026 alliance with Consumentenbond and Triodos Bank on the "vriendenhypotheek" initiative and a sustainability partnership with Energiebespaarders.
Frits.com firmographics
Firmographics- Name
- Frits.com
- Legal name
- Frits Financial Services B.V.
- Website
- https://ikbenfrits.nl
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Frits.com is an Amsterdam-based, AFM-licensed Dutch online mortgage advisory firm (founded 2015, 42 staff) that combines independent comparison tools and a personal dashboard with certified advisor support delivered via phone or video to Dutch consumers across 22 city locations.
- Ownership category
- akta.pro rank
Frits.com industry classification
Industry- Product category
- Mortgage Advisory
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)
Keywords
Where Frits.com is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices23 records
Markets served
Frits.com business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Mortgage Advisory Fees: Frits charges fees for professional mortgage advisory services. The company is licensed by the AFM (Autoriteit Financiële Markten) under license number 12049494. Compensation can be paid directly by the customer or partially through fees charged by financial institutions, as stated in their general terms and conditions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free initial consultation |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Frits.com product offering
Product offeringCore offering
Frits is a Dutch online mortgage advisory company offering 100% independent advice from certified mortgage advisors who compare all Dutch banks to find the best mortgage for individual consumers. The service combines online self-service calculation tools, a personal customer dashboard for 24/7 access, and remote consultations via phone or video with certified human advisors across 22 office locations nationwide.
Product overview
Frits is a Dutch mortgage advisory company offering a unified digital-first mortgage service combining online calculation tools with certified human advisors. The core offering consists of independent mortgage advisory services (Hypotheekadvies), a suite of online calculation tools (Rekentools) for maximum mortgage, refinancing, and monthly payment calculations, and a customer dashboard (Klantenportaal) for 24/7 access to calculations and documents. Additional products include the Biedverzekering (bid insurance) for competitive housing markets and a comprehensive knowledge bank (Kennisbank) with educational content. All services are delivered through advisors based in Amsterdam, with the company comparing all major Dutch banks to provide truly independent recommendations.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 10,000+ customers helped since 2015
- +1 more outcomes
Companies that use Frits.com
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles6 records
Frits.com technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Frits.com partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- ConsumentenbondflagshipFrits partnered with Consumentenbond and Triodos Bank to develop and support the 'vriendenhypotheek' (friend mortgage) initiative, launched by the Consumentenbond as a solution for the tight housing market in the Netherlands. This partnership positions Frits as a trusted advisor recognized by a major consumer protection organization.
- Triodos BankflagshipPartner in the Consumentenbond 'vriendenhypotheek' initiative. Triodos Bank provides the banking product while Frits delivers the mortgage advisory services for this innovative mortgage product designed to help buyers in a competitive market.
- EnergiebespaarderscoreFrits partners with Energiebespaarders for home sustainability analysis. Energiebespaarders provides free home visits and analysis to help homeowners understand how to best upgrade their property's energy efficiency. This supports Frits's sustainability mortgage offerings.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Frits.com competitors and assessment
Company assessmentDirect peers
- Rente.nl: Dutch mortgage rate comparison site providing current rates from multiple banks. Directly comparable to Frits's mortgage rate comparison and tool offering.
- Van Bruggen Adviesgroep: Established Dutch independent mortgage and financial advisory firm with a multi-branch network. Provides comparable independent mortgage advice services to Dutch consumers.
- Independer.nl: Major Dutch financial comparison platform that lets consumers compare mortgages, insurance, and banking products and connect with advisors. Overlaps with Frits on mortgage comparison and lead generation.
- De Hypotheker: Largest independent mortgage broker franchise in the Netherlands, with a nationwide branch network offering independent advice and product comparison. Directly comparable business model to Frits, though more traditional branch-led.
- Hypotheek.nl: Online Dutch mortgage comparison and advisory platform that helps consumers compare rates and find advisors. Closely overlaps with Frits's digital-first comparison and advice proposition.
- Pricewise: Dutch comparison website for financial products including mortgages, energy, and insurance. Competes with Frits in the rate-comparison and consumer education layer of the funnel.
- Duijvestein Tomesen Hypotheken & Verzekeringen: Regional Dutch mortgage and insurance advisor with a personal-advisor model. Comparable in its focus on independent, advisor-led mortgage advice.
- Geld.nl: Dutch comparison platform for mortgages, loans, and insurance, with advisor matching. Competes in the same online mortgage comparison and lead-conversion space as Frits.
Broad incumbents
- ING (Netherlands): One of the largest Dutch banks, offering mortgages through both branch advisors and direct/digital channels. Represents the incumbent bank distribution that independent brokers like Frits are positioned against.
- ABN AMRO: Major Dutch universal bank with a sizable mortgage origination business. Important incumbent competitor in the same consumer mortgage market Frits addresses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights8 records
Customer concentration
Frits.com social profiles
Digital presenceFrits.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frits.com leadership team
Management profileNumber of profiles
Profiles1 record
Frits.com funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frits.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frits.com
What does Frits.com do?
Frits is a Dutch online mortgage advisory company offering 100% independent advice from certified mortgage advisors who compare all Dutch banks to find the best mortgage for individual consumers. The service combines online self-service calculation tools, a personal customer dashboard for 24/7 access, and remote consultations via phone or video with certified human advisors across 22 office locations nationwide.
Is Frits.com a public or private company?
Frits.com is a private company. It is classified as venture growth investor backed and is currently operating.
When was Frits.com founded?
Frits.com was founded in 2015. It employs 51 to 100 people.
Where is Frits.com based?
Frits.com is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Frits.com make money?
One revenue line is on record: mortgage Advisory Fees.
Who are Frits.com's main competitors?
Direct peers on record are Rente.nl, Van Bruggen Adviesgroep, Independer.nl, De Hypotheker, Hypotheek.nl, Pricewise, Duijvestein Tomesen Hypotheken & Verzekeringen and Geld.nl. Broad incumbents are ING (Netherlands) and ABN AMRO.
Does Frits.com have an API?
No public API is recorded for Frits.com.
What industry is Frits.com in?
Frits.com's product category is Mortgage Advisory. Its primary akta.pro industry code is FSALABAA, Retail Residential Mortgage Brokers (Purchase & Refinance). Its NAICS code is 523940 and its SIC code is 6162.