You sure

What You sure does

You Sure is a privately held Dutch independent insurance and financial advisory firm headquartered in Amersfoort that brokers and advises on a broad portfolio of personal and business insurance products, mortgages, personal loans and pensions for Dutch consumers, families and MKB businesses. Its core activity is intermediation between clients and Dutch insurers and lenders, with the company explicitly stating that data is shared with carriers only at the client's request to conclude an agreement. The firm's operating architecture is anchored on the You Sure KlantenPortal (uw.yousure.nl) for self-service policy management and damage reporting, alongside dedicated comparison and HR tooling such as the Zorgverzekeringsvergelijker You Sure comparator and the Felixx® werk & inkomen 24/7 portals for salary administration and arbodienstverlening, with security governance routed through a Yellow Hive-coordinated CVD program. You Sure monetises primarily through insurance and mortgage brokerage commissions on transactions placed across the Dutch market, complemented by managed-service / subscription revenue from Felixx® werk & inkomen's payroll, occupational-health and personnel-insurance packages (Verzekerd / Basis / Uitgebreid / Plus) and a specialist courier-insurance line under the You Sure Drive / koeriersverzekering.com brand. Its go-to-market is sales-led through a multi-office Dutch advisory network (Privé and Zakelijk) supported by phone and online quote forms, owned content and email marketing, and a niche vertical push into self-employed (zzp), DGA, courier and pension-reform segments via microsites such as pensioenakkoord.online.

Name

You sure

Legal name

You Sure

Website

https://yousure.nl

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

51–100 employees

Short description

You Sure is a privately held Dutch independent insurance and financial advisory firm that brokers personal and business insurance, mortgages, loans and pensions for Dutch consumers and MKB businesses across a multi-office Dutch footprint, bundling payroll and occupational-health services via its Felixx® werk & inkomen partner.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Financial Advisory

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industries

Co-Employment Risk Management & Insurance (Workers’ Comp, Liability) (BPACAGAH), Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

Keywords

• Insurance brokerage
• Insurance advisory services
• Commercial insurance
• Personal insurance
• Financial advisory

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions: You Sure's core activity ("kernactiviteit") is advising on and intermediating ("adviseren over en het bemiddelen in") financial services and insurance products. Revenue is generated by intermediating between clients and a panel of Dutch insurers/geldverstrekkers, with data shared with insurers only at the client's explicit request to conclude an agreement.
2. Commission on financial products (mortgages, loans): You Sure mediates mortgages and personal loans through carefully selected partners ("Wij kiezen onze partners heel zorgvuldig uit"). Revenue from these product placements flows through the same intermediation model.
3. Felixx® werk & inkomen services (salary admin, arbodienst, HR advice): Subscription / managed-service revenue from Felixx® werk & inkomen, partner of You Sure, providing salary administration, occupational health service packages (Verzekerd/Basis/Uitgebreid/Plus), pensions and personnel-insurance advisory. Sold via a dedicated Felixx quote flow and Felixx phone line.
4. Courier insurance (You Sure Drive / koeriersverzekering): Specialist courier/van insurance product with WA, beperkt casco, allrisk and optional carrier's-liability cover, distributed via the dedicated koeriersverzekering site and [email protected] mailbox.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

You Sure is an independent Dutch insurance and financial intermediary that advises private individuals and businesses on insurance, mortgages, personal loans and pensions, and intermediating products from a panel of Dutch insurers and lenders. The offering is organised into two main pillars (Particuliere verzekeringen and Zakelijke verzekeringen), complemented by Geldzaken (mortgage and personal loan), Pensioenen (pension advisory) and the Felixx® werk & inkomen partner stack covering payroll administration, arbodienstverlening, absence insurance and personnel pensions. Specialised lines include a You Sure Drive courier/van insurance product and a customer-facing KlantenPortal for self-service policy management and claims reporting.

Product overview

You Sure is a Dutch independent insurance and financial advisory firm whose offering is organized as a portfolio-plus-modules architecture centered on a KlantenPortal (uw.yousure.nl) that ties together two main pillars: Particuliere verzekeringen (Personal insurance, with the Zorgverzekeringsvergelijker You Sure as a dedicated comparator module) and Zakelijke verzekeringen (Business insurance, spanning Jij & Jouw bedrijf, Op de werkvloer and Onderweg themes with products including Cyberverzekering, Goederentransportverzekering, Zakenreisverzekering, Zakelijke autoverzekering, Verkeersschadeverzekering, Glasverzekering, Ongevallenverzekering, Werkmaterieelverzekering and the specialized Koeriersverzekering / You Sure Drive offering). Around this sits the Geldzaken (hypotheek/persoonlijke lening) and Pensioenen advisory tracks, and the partner-branded Werk & Inkomen stack delivered with Felixx® werk & inkomen that bundles Arbeidsvoorwaarden, Arbodienstverlening, Salarisadministratie, Verzuimverzekering, Personeelsverzekeringen, and Pensioen voor medewerkers / DGA's / zzp'ers. Back-office governance and responsible disclosure run through the Yellow Hive sub-brand, and customer interaction is supported by Offerte aanvragen quote forms for both You Sure and Felixx® werk & inkomen.

Differentiator

Problem solved

Functional benefit

Brands

• You Sure Drive: Dedicated brand for courier and bestelautoverzekering (commercial van / courier insurance), operated via koeriersverzekering.com.
• Felixx® werk & inkomen

Products and services

• Particuliere verzekeringen (Personal Insurance)

Quantifiable outcome

• Felixx® werk & inkomen is partner of You Sure since 1 January 2021
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered major acquisition / integration, flagship partner, core / umbrella organisation, operational referral, specialist niche brand, operational distribution, joint marketing site, awareness reference, research citation and industry coalition.

• De Bruyn Financieel Adviseursmajor acquisition / integrationStrategic or Co-development Partner · 1 January 2024De Bruyn Financieel Adviseurs (founded 1964 in Delft) has been part of You Sure since 2024 and will continue from 1 August 2026 under the name You Sure Delft, retaining its local Delft team led by Vestigingsmanager Kelly de Bruyn while gaining access to You Sure's wider specialist network (mortgages, pensions, employee benefits, risk management).
• Felixx® werk & inkomen (felixxwerkt.nl)flagship partnerStrategic or Co-development Partner · 1 January 2021Since 1 January 2021 Felixx® werk & inkomen is partner of You Sure, bringing knowledge of pensions, personnel insurance, occupational health, salary administration and HR issues. Together they operate Werk & Inkomen services including salary administration (24/7 portal, monthly processing, payroll tax declarations), pensions for employees / DGAs / zzp'ers, arbodienstverlening (Verzekerd/Basis/Uitgebreid/Plus packages), personnel insurance (verzuim, WGA, WIA excedent, WGA-aanvulling, ZW eigenrisicodrager) and jointly developed the pensioenakkoord.online website.
• Yellow Hive (yellowhive.nl)core / umbrella organisationStrategic or Co-development PartnerYou Sure's "Over ons" menu links to "Over Yellow Hive", the CVD security inbox is hosted at [email protected], and compliance is handled via [email protected]. Yellow Hive appears to be the parent / group brand under which You Sure operates, including the Yellow Hive careers page for You Sure.
• Schadegarant (schadegarant.nl)operational referralChannel Partner/ Reseller/ DistributorReferenced in the autoverzekering checklist: You Sure advises customers to obtain a damage estimate from a Schadegarant hersteller via schadegarant.nl/zoek-bedrijf/, indicating an ongoing referral/coordination with the Schadegarant repair network.
• Koeriersverzekering.com (You Sure Drive)specialist niche brandOEM/ Whitelabel/ Licensing PartnerYou Sure operates a dedicated courier-insurance brand "You Sure Drive" at koeriersverzekering.com with its own van-insurance funnel, contact page and [email protected] mailbox, used to serve couriers and zzp parcel deliverers.
• Selected Dutch lenders and insurers (mortgage / personal-loan partners)operational distributionChannel Partner/ Reseller/ Distributor"Wij kiezen onze partners heel zorgvuldig uit. Zo weet jij zeker dat je via ons je geldzaken regelt bij een betrouwbare partij." You Sure intermediates mortgages and personal loans through unnamed but carefully selected Dutch partners for its Geldzaken offering.
• Pensioenakkoord.onlinejoint marketing siteGTM or Marketing PartnerCo-developed with Felixx® werk & inkomen to keep employers up to date with news around the Pensioenakkoord and Wet toekomst pensioenen, used as a content/lead-generation asset under the You Sure + Felixx umbrella.
• MKB-Nederland, VNO-NCW and Verbond van Verzekeraarsawareness referenceGTM or Marketing PartnerReferenced on the cyber-insurance page as the creators of the online "Risicoklasse-indeling Digitale Veiligheid" risk self-assessment, which You Sure uses as a tool to help customers gauge their cyber risk profile.
• Hiscox (Hiscox Cyber Readiness research)research citationGTM or Marketing PartnerHiscox's cyber-readiness research is cited on You Sure's cyber insurance page to illustrate the prevalence of cybercrime among Dutch SMEs (39.4% small, 63.2% MKB-klein, 46.4% MKB-medium, 78% large, 64% enterprise in 2022), linking to hiscoxgroup.com/cyber-readiness.
• Stichting ZZP Nederland, FNV Zelfstandigen, PZO-ZZP, Zelfstandigen Bouwindustry coalitionStrategic or Co-development PartnerReferenced on the zzp'ers pension page as initiators of the collective zzp-pensioenregeling (collective pension scheme for self-employed) that You Sure promotes to its zzp customers.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MeesRisicobeheer: Independent Dutch risk advisor and insurance broker focused on business customers, offering bespoke risk analysis and tailored coverage. Comparable to You Sure Zakelijk in advisory-led intermediation for MKB clients.
• Voogd & Voogd: Dutch independent insurance intermediary serving both private and business customers across personal lines, commercial lines and employee benefits. Closely comparable to You Sure in product breadth, intermediation-only model and multi-office Dutch footprint.
• Veldsink Advies: Large Dutch insurance intermediary group with a multi-office advisory network, broad personal and business product portfolio, and explicit acquisition/roll-up history. Comparable to You Sure as a multi-line independent Dutch broker.
• Nedasco: Dutch insurance service platform that supports intermediaries and offers personal and business insurance products through partner channels. Comparable to You Sure's intermediary-led model and Dutch SMB focus.
• Klap Verzekeringsmakelaar: Dutch insurance broker providing personal, business and employee-benefit cover across a multi-office network. Directly comparable to You Sure on intermediation model and customer segmentation.
• Tielens: Dutch independent insurance broker with a multi-office footprint serving private and business customers across personal lines, commercial cover and risk advisory. Comparable to You Sure as a regional Dutch multi-line intermediary.

Broad incumbents

• Aon Nederland: Global insurance and reinsurance broker with a substantial Netherlands practice serving mid-market, large corporate and specialty clients. Overlaps with You Sure on business insurance intermediation but operates at much greater scale and with broader risk-advisory capabilities.
• Marsh Nederland: Global insurance broker and risk advisor with Dutch operations serving corporate and MKB clients across commercial lines, cyber and employee benefits. Comparable to You Sure on intermediation and risk advisory, with a wider portfolio and larger scale.

Emerging players

• Independer: Dutch digital insurance comparison and distribution platform focused on personal lines (auto, home, health). Overlaps with You Sure on intermediation and the Zorgverzekeringsvergelijker You Sure tool, but competes via direct self-service rather than personal advice.

Others

• AFAS Software: Dutch provider of HR, payroll and accounting software widely used by Dutch MKB employers. Adjacent to Felixx® werk & inkomen's salarisadministratie offering and therefore an enabling/competing ecosystem participant to You Sure's Werk & Inkomen stack.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 You sure