What Reshift does

Reshift, formally Reshift Digital BV, is the largest tech-specialized media house in the Netherlands, headquartered in Haarlem and operating a portfolio of consumer-facing comparison and technology platforms (Kieskeurig.nl since 1999, BesteProduct.nl since 2006, ID.nl launched 2022, Wasmachines.nl acquired 2019), photography platforms (Zoom.nl with Zoom Academy), gaming media, education platforms (Vives, Edusens), and IT developer communities (NLJUG with Java Magazine, J-Fall, J-Spring; Frontmania; TEQnation; Future Tech; DevITJobs.nl). The company also runs Reshift Creative Studios, an in-house content marketing bureau that produces branded campaigns for enterprise advertisers. Reshift reaches approximately 8 million Dutch consumers monthly — roughly half of the Dutch population — and operates 14 million contact moments via gaming events.

The business is built on a multi-platform digital media infrastructure spanning websites, newsletters (e.g., 111,000 Kieskeurig.nl subscribers), video production, social channels including TikTok, and physical events, with proprietary analytics (Kieskeurig Reports) that track consumer trends and outbound click behavior to retailers. Revenue is generated through five distinct streams: advertising and display marketing, affiliate/Cost Per Sale (CPS) transactions with retailers (notably on Kieskeurig.nl where retailers pay only for actual sales), content marketing services via Creative Studios, magazine subscriptions through Reshiftstore.nl, and event sponsorship and exhibition fees. The go-to-market combines a B2B direct sales team of account managers with self-serve consumer platforms and event- and community-led developer engagement.

In 2024-2025 Reshift executed a series of restructuring moves: it introduced the CPS model on Kieskeurig.nl, rebranded a business unit as Reshift Performance, took a minority stake in data-tech firm ONBRDNG/Oncore.ai, sold a majority stake in its IT communities division (NLJUG) to German media house Software & Support Media, and rebranded that division as S&S Communities to serve IT developers in the Netherlands and Belgium. The company is led by CEO Paul Molenaar and operates with approximately 85 employees in its Haarlem headquarters.

Name

Reshift

Legal name

Reshift Digital BV

Website

https://reshift.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Reshift is the largest tech-specialized digital media house in the Netherlands, operating consumer comparison platforms (Kieskeurig.nl, BesteProduct.nl, ID.nl), photography and gaming media, IT developer communities, and Reshift Creative Studios, reaching roughly 8 million Dutch consumers monthly through advertising, affiliate/CPS, content marketing, subscriptions, and events.

Ownership category

akta.pro rank

Product category

Digital Media & Online Publishing

NAICS

Newspaper, Periodical, Book, and Directory Publishers (5131), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Services-Advertising Agencies (7311)

akta.pro primary industry

Science, Technology & Gaming Magazines (MPAJAEAL)

akta.pro secondary industries

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ), Digital Content & Media Subscriptions (CRAFAIAA), Virtual Events & Conferences Live Streaming Platforms (MPACACAL), Influencer Media Buying & Paid Amplification (BPAFABAK)

Keywords

• Tech media publishing
• Product comparison platforms
• Branded content campaigns
• IT developer communities
• Digital advertising networks

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising and Display Marketing: Revenue from brand advertising, branded content campaigns, and display advertising placements across Reshift's portfolio of tech media websites and communities.
2. Affiliate/Commission (CPS Model): Cost Per Sale model where retailers pay only for actual sales generated through Kieskeurig.nl product referrals. Platform operates as conversion partner for retailers.
3. Content Marketing Services: Creative Studios division provides branded content creation, campaign development, video production, and strategic marketing services to brand partners.
4. Magazine Subscriptions and Products: Print and digital magazine subscriptions for titles including Zoom.nl, Computer!Totaal, Computer Idee, Linux Magazine, Java Magazine, and Vives, sold through Reshiftstore.nl.
5. Event Organization: Revenue from organizing IT conferences (J-Fall, J-Spring, TEQnation, Frontmania, Future Tech) and education events (IPON), including sponsorship and exhibition fees.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Reshift is the largest tech-specialized media house in the Netherlands, operating a portfolio of consumer comparison platforms (Kieskeurig.nl, BesteProduct.nl), tech publications (ID.nl, Computer!Totaal, Computer Idee, Linux Magazine), photography platforms (Zoom.nl, Zoom Academy), IT developer communities (NLJUG, Frontmania, TEQnation, Future Tech), and education platforms (Vives). It generates revenue primarily by selling advertising and branded content campaigns to brand partners, earning affiliate commissions from retailers, and selling magazine subscriptions and event sponsorships.

Product overview

Reshift is the largest tech-specialized media house in the Netherlands, operating a multi-platform portfolio of consumer-facing compare platforms (Kieskeurig.nl, BesteProduct.nl), tech consumer websites (ID.nl incorporating Computer!Totaal, Computer Idee, Tips & Trucs), photography platforms (Zoom.nl with Zoom Academy), gaming communities, IT professional communities (NLJUG with Java Magazine, J-Fall, J-Spring; Frontmania; TEQnation; Future Tech; DevITJobs.nl), and education platforms (Vives). In addition to its media brands, Reshift offers Reshift Creative Studios as an in-house content marketing bureau for B2B clients. The company generates revenue through advertising, affiliate marketing, content campaigns, and event sponsorship. In 2025, the B2B IT community activities were rebranded as S&S Communities, and Reshift invested in data technology company Oncore.ai.

Differentiator

Problem solved

Functional benefit

Products and services

• Kieskeurig.nl The Netherlands' most reliable and independent price comparison platform for consumer electronics, launched in 1999. Offers product specifications, pricing from nearly 1,000 verified web shops, over 1 million shop and product reviews, and video content explaining products. Reaches 170,000+ daily visitors with 92% purchase intent.
• BesteProduct.nl Independent consumer electronics test website, acquired by Reshift in June 2018. Publishes weekly tests comparing products across categories and awards 'kooptips' (buy recommendations). Reaches 1 million Dutch consumers monthly with 40,000 daily visitors and 92% purchase intent.
• ID.nl Consumer platform launched September 2022 that makes complex product topics (heat pumps, solar panels) understandable. Provides practical inspiration on themes including Security & Convenience, Energy & Savings, Home & Entertainment, Mobility, and Healthy Living. Reaches over 1 million unique users per month.
• Zoom.nl Largest online photography community in Europe with over 100,000 active photographers uploading 600+ photos daily. Includes the Zoom.nl photography magazine built from community submissions, plus Zoom Academy offering online photography courses, live webinars, masterclasses, and curated photo trips.
• NLJUG (Nederlandse Java User Group) Dutch Java User Group representing users of Java-based software. Distributes knowledge about Java software and infrastructure, stimulates Java application in professional environments, and organizes conferences, meetups, Java Magazine, and the Masters of Java competition.
• DevITJobs.nl Job portal bringing transparency, openness, and diversity to the Dutch IT market. Collects and presents IT vacancies informatively, showing company culture and technologies used. Targets software engineers and broader IT professionals including QAs, UX/UI designers, and product managers.
• Reshift Creative Studios Full-service content marketing bureau offering strategy-to-execution services including creative campaigns, events, branded content production, video creation, and analytics. Specializes in gaming, tech, photography, compare, e-bikes, and IT verticals. Serves B2B clients with cross-media content distribution.
• Vives Education innovation and ICT platform serving ICT experts in primary, secondary, and vocational education through Vives Magazine, Vives.nl, newsletters, and the Vives Kennissesies Live online events.
• Computer!Totaal Tech publication covering smartphones, tablets, peripherals, gadgets, and computers. Provides complete tests, purchase advice, and practical software guides. Targets consumers aged 25-45 with 65% male readership.
• Tips & Trucs Practical guide focused on how to maximize use of equipment with step-by-step instructions, independent of user's prior knowledge level. No tests or news — purely instructional content on what can be done with devices and how to do it quickly.
• Linux Magazine Longest-running Linux magazine in the Benelux offering practical workshops, in-depth articles, and tips for open-source products including Linux kernels (Mint, Ubuntu), open-source software, and Raspberry Pi hardware.

Quantifiable outcome

• Kieskeurig.nl reaches 170,000+ daily visitors with 92% purchase intent
• +4 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• S&S MediacoreStrategic or Co-development Partner · 21 July 2025Reshift B2B transforms into S&S Communities as the platform for all IT developers in the Netherlands and Belgium. This rebranding follows the Software & Support Media majority stake acquisition.
• DVJ InsightsminorStrategic or Co-development Partner · 1 October 2023Research partnership for annual E-bike Brand Monitor surveys, conducting research among thousands of Dutch consumers about e-bike ownership and preferences.
• Essentie BVminorStrategic or Co-development Partner · 28 October 2022Joint venture under name Edusens Training & Coaching BV to support schools and education professionals in their transition to personalized and goal-oriented education through online platform Edusens.nl.
• LaadpaalTop10minorStrategic or Co-development Partner · 6 September 2022Strategic partnership between Kieskeurig.nl and Laadpaaltop10.nl focused on helping consumers research and compare EV charging stations. Includes video and branding campaign development for market partners.
• Warmtepompvergelijker.nlminorStrategic or Co-development Partner · 6 September 2022Partnership integrating Warmtepompvergelijker.nl's choice assistance module into Kieskeurig.nl as primary consumer solution. Warmtepompvergelijker.nl becomes media partner with all media sales running through Reshift for at least 12 months.

Scale indicators10 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Tweakers: Tweakers is the Netherlands' flagship tech publisher and price comparison site (Pricewatch), serving the same Dutch consumer electronics and IT enthusiast audience as Kieskeurig.nl, BesteProduct.nl, and ID.nl. It is the most direct domestic competitor across Reshift's Compare and Tech verticals.
• Bright (Bright.nl): Bright is a Dutch tech, gadget, and consumer electronics publication covering smartphones, laptops, and smart-home categories. It competes directly with Reshift's Computer!Totaal, Computer Idee, and ID.nl properties for the same Dutch tech-curious consumer.
• Vergelijk.nl: Vergelijk.nl is a major Dutch price comparison platform for consumer electronics, appliances, and insurance. It directly competes with Kieskeurig.nl and BesteProduct.nl on comparison functionality and retailer affiliate economics.
• Hardware Info: Hardware Info is a Benelux-based hardware review and benchmark community serving PC builders and tech enthusiasts. It competes for the same Dutch tech-review audience and shares Reshift's IT-community/IT-professionals overlap.
• PriceRunner: PriceRunner is a European price comparison platform (active in the Netherlands among other markets) that competes with Kieskeurig.nl on consumer electronics and appliance price comparison, with a similar affiliate-driven business model.
• DPReview: DPReview is the leading global digital photography review and community site. It directly competes with Zoom.nl for photography enthusiasts and equipment advertisers (Sony, Panasonic, SIGMA, Canon) that Reshift serves via Zoom.nl.

Broad incumbents

• TechRadar: TechRadar is a global consumer technology publisher covering phones, laptops, and home entertainment. It is a broad incumbent competing for branded content budgets and overlapping audiences with Reshift's ID.nl and Computer!Totaal properties, though at much larger scale.
• CNET: CNET is a major US-based global consumer electronics review and comparison publisher. It competes for branded content and affiliate revenue in the same consumer-tech comparison category as Reshift's Kieskeurig.nl and BesteProduct.nl, but operates at vastly larger scale.
• The Verge (Vox Media): The Verge is a leading English-language technology and culture publisher. While it does not directly serve Dutch consumers, it competes globally for branded content campaigns from the same enterprise advertisers (Google, Samsung, Microsoft) that Reshift serves.

Regional players

• Consumentenbond: Consumentenbond is the Dutch Consumers' Association that publishes independent product tests and buying advice. It competes with Kieskeurig.nl and BesteProduct.nl on trusted consumer product reviews, though with a non-profit positioning versus Reshift's commercial comparison model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reshift-digital

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

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 Reshift