Stichting Florence

What Stichting Florence does

Stichting Zorggroep Florence is a Dutch non-profit foundation (Stichting) headquartered in Rijswijk, providing a comprehensive continuum of elderly care services across the Haaglanden region, including Den Haag, Rijswijk, Leidschendam-Voorburg, Voorschoten, and Wassenaar. Its portfolio spans 14 residential care locations (woonzorglocaties) covering dementia, somatic, and psychogeriatric care; specialized home care (thuiszorg) and Verpleeghuiszorg Thuis (nursing-home-level care delivered at home); geriatric rehabilitation at Westhoff; 18 crisis beds at Houthaghe; short-term stay; palliative care; and 20 day-activity meeting centers (ontmoetingscentra). Add-on services include Personenalarmering (a 24/7 personal alarm subscription with 30-minute response guarantee, the largest in Den Haag), Maatje Thuis companionship, Casemanager Dementie case management, and household assistance delivered through wholly-owned subsidiary Florein.

The technology layer consists of digital health records via the Caren online care dossier platform, FamiliesNet for family engagement, the WDTM Ketenkeurmerk-certified alarm chain, and integrations with Woonnet Haaglanden for housing allocation and CAK for personal-contribution calculation. No proprietary AI/ML capabilities are evident.

Revenue is overwhelmingly driven by statutory Dutch reimbursement schemes: Wet langdurige zorg (Wlz) for long-term residential and home care, Zorgverzekeringswet (Zvw) for home nursing and rehabilitation, and Wet maatschappelijke ondersteuning (Wmo) for household help and community care from municipalities. Commercial subscription lines (Personenalarmering €36.99-46.65/month, Maatje Thuis €40-45/hour, FlorencePas membership €30.50/year) are immaterial in mix. The go-to-market is direct service delivery, augmented by the VPO Haaglanden coordinated referral network (six partner organizations), healthcare provider referrals, and the 1,000+ volunteer network supporting a daily user base of roughly 20,000 regional inhabitants. Recent 2026 activity includes the NZa-approved takeover of HVP Zorg activities, redevelopment of Hofwijck, renovation of Westhoff, the opening of De Klaversoos meeting center and Duinstede sensory garden, and the formal appointment of a director for Spoedzorg Haaglanden (a joint emergency-care venture with HWW zorg).

Name

Stichting Florence

Legal name

Stichting Zorggroep Florence

Website

https://florence.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Stichting Zorggroep Florence is a Dutch non-profit foundation operating 14 residential care locations, home care, rehabilitation, and 20 day-activity centers for elderly residents across the Haaglanden region.

Ownership category

akta.pro rank

Product category

Elderly Care Services

NAICS

Home Health Care Services (62161), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

In-Home Dementia Care Services (Specialized Personal Care) (HLADACAI)

akta.pro secondary industries

Chronic Care & Complex Care Management (HSABAIAD), Post-Diagnosis Transition & Hospital-to-Home Dementia Support (HSABAEAL), Behavioral Health & Cognitive Support Coordination (Dementia, Depression, SUD) (HSABAIAF), Light Housekeeping & Home Upkeep (Non-Medical) (HSABAAAD)

Keywords

• Elderly care services
• Residential nursing care
• Home nursing care
• Geriatric rehabilitation
• Dementia care

Headquarters

HQ city

Rijswijk

HQ country

Netherlands

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wet langdurige zorg (Wlz) - Long-term Care Act: Reimbursement for residential care, home care, and nursing home care at home for clients with Wlz indication. Clients pay statutory personal contribution (eigen bijdrage) based on income.
2. Zorgverzekeringswet (Zvw) - Health Insurance Act: Reimbursement for home nursing care, revalidation, and certain specialist treatments fully covered under basic insurance with no additional costs.
3. Wet maatschappelijke ondersteuning (Wmo) - Social Support Act: Municipal-funded services including household help and certain community care services. Clients pay income-dependent contribution.
4. Personenalarmering Abonnement: Monthly subscription service for personal alarm systems. Fixed-line connection €36.99/month, digital connection €46.65/month, plus €150 one-time connection fee.
5. Maatje Thuis: Companion services for elderly with dementia. €45/hour standard, €40/hour with FlorencePas. May be partially reimbursed through Wmo or Wlz.
6. FlorencePas: Annual membership providing access to home services, day trips, and discounts. €30.50 per year.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Stichting Florence provides a comprehensive continuum of elderly care services in the Haaglanden region of the Netherlands, including residential care (woonzorglocaties), home nursing and personal care (thuiszorg), nursing-home-level care delivered at home (Verpleeghuiszorg Thuis), specialized dementia and psychogeriatric care, geriatric rehabilitation at Westhoff, day activities at 20 meeting centers (ontmoetingscentra), 24/7 personal alarm services (personenalarmering), crisis admission, short-term stay, palliative home care, and household assistance through subsidiary Florein. Funding is primarily through the Dutch social insurance frameworks Wlz, Zvw, and Wmo.

Product overview

Florence offers a comprehensive elderly care portfolio consisting of 13 residential care locations (woonzorglocaties) across the Haaglanden region, supplemented by extensive home care services (thuiszorg, verpleeghuiszorg thuis) and specialized care programs. The core offerings include residential care for dementia and somatic conditions, home nursing, rehabilitation (Westhoff), crisis admission, and short-term stays. Additional services encompass Maatje Thuis companionship, personal alarm systems (personenalarmering), dementia case management, palliative care, household assistance, and 20 meeting centers for day activities. The FlorencePas membership program (€30.50/year) provides bundled access to home services, day trips, and practical assistance. The 'Wonen met een Plus' program offers independent living with integrated care support in partnership with housing corporations. Florence is specialized in complex psychogeriatrics, complex somatic care, geriatric rehabilitation, young-onset dementia, Parkinson's disease care, and gerontopsychiatry.

Differentiator

Problem solved

Functional benefit

Products and services

• Woonzorglocaties (Residential Care Locations) 14 residential care locations across the Haaglanden region offering permanent housing with care for elderly who can no longer live independently. Specialized units include dementia care, psychogeriatrics, somatic care, and short-stay/rehabilitation. Includes De Roze Loper certification at Houthaghe.
• Thuiszorg (Home Care) Home care services delivered in clients' own homes across Den Haag, Rijswijk, Leidschendam, Voorburg, Voorschoten, and Wassenaar, including nursing, personal care, household assistance, and specialized home care.
• Verpleeghuiszorg Thuis (VPT) Nursing home-level care delivered in the client's home environment, including planned and unplanned night care, providing the same intensity as residential facilities but in a familiar setting.
• Revalidatie (Westhoff Rehabilitation Center) Geriatric rehabilitation center in Rijswijk providing specialized recovery care after stroke, fractures, lung attacks, or hip/knee/shoulder operations, with a multidisciplinary specialist team.
• Crisisopname (Crisis Admission) Emergency residential care at Houthaghe with 18 crisis beds for situations where someone can no longer safely live at home but hospital admission is not required. Provided in collaboration with HWW zorg, Respect, Saffier, and WZH.
• Kortdurend Verblijf (Short-term Stay) Temporary residential care including rehabilitation, intensive care, and accommodation when family caregivers are unavailable or for recovery after hospitalization.
• Ontmoetingscentra (Meeting Centers) 20 day activity centers providing socialization, activities, and daytime programs for home-dwelling elderly with and without Wmo/Wlz indications, supporting independent living and reducing isolation.
• Personenalarmering (Personal Alarm Service) 24/7 personal alarm subscription service with rapid response team, providing emergency response at home with a 30-minute arrival guarantee. Largest provider in the Den Haag region. WDTM Ketenkeurmerk certified.
• Casemanager Dementie (Dementia Case Management) Dementia case management providing guidance from diagnosis, arranging care indicators, and coordinating support services across multiple areas in Haaglanden for patients and families.
• Palliatieve Zorg (Palliative Care) Palliative and end-of-life care providing physical symptom management, emotional support, and spiritual care 24/7 in homes or hospices, including referrals to Hospice Wassenaar and Hospice Voorburg.
• Maatje Thuis (Companion Service) Companion service matching elderly with dementia or disabilities with a volunteer "Maatje" for social activities, outings, and light support at home. Priced at €45/hour standard, €40/hour with FlorencePas.
• Specialistisch Thuiszorg (Specialized Home Care) Specialized home nursing including CVA nurse, diabetes nurse, lung nurse, wound nurse, urology care, and a technical home care team available 24/7.
• Huishoudelijke Hulp (Household Assistance) Household assistance including cleaning, laundry, ironing, and kitchen/bathroom cleaning provided through subsidiary Florein across Den Haag, Leiden, Rijswijk, Delft, and surrounding municipalities.
• FlorencePas (Membership Program) Annual membership at €30.50 per year providing access to home services, day trips, discounts on care services, and preferential access to activities for independent-living elderly.
• Wonen met een Plus (Independent Living with Care) Independent living in rental apartments with integrated care support, available in partnership with Rijswijk Wonen in 7 apartment buildings in Rijswijk and Leidschendam-Voorburg for residents 65+.

Quantifiable outcome

• Client satisfaction rating of 8.3 out of 10
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Spoedzorg HaaglandencoreStrategic or Co-development Partner · 9 July 2026Collaboration between Florence and HWW zorg providing accessible, high-quality, and future-proof emergency care. Works with regional care partners to ensure residents receive right care at right time. Nick Schilter appointed as director.
• VPO Haaglanden (VerwijsPunt Ouderenzorg Haaglanden)coreStrategic or Co-development PartnerCoordinated referral system where single application is reviewed by six organizations to find best match between care need and capacity in the local area. Simplifies referral process for healthcare providers.
• Woonnet HaaglandenminorChannel Partner/ Reseller/ DistributorHousing allocation system through which apartments at Wonen met een Plus locations are rented. Applicants must register as housing seekers on the platform.
• Hospice WassenaarminorStrategic or Co-development PartnerHome-like residential facilities for people in their final life phase. Florence provides palliative home care in the region and refers to these hospices when home care is no longer possible.
• Hospice Voorburg (Het Vliethuys)minorStrategic or Co-development PartnerHome-like residential facilities for people in their final life phase. Florence provides palliative home care in the region and refers to these hospices when home care is no longer possible.
• HWW zorg, Respect, Saffier, WoonZorgcentra Haaglanden (WZH)coreStrategic or Co-development PartnerCollaboration for crisis care services. Florence provides crisis accommodation at verpleeghuis Houthaghe with 18 crisis beds, working with these partner organizations.
• HadokscoreStrategic or Co-development PartnerCollaboration for acute home care during evenings, nights, and weekends (ANW hours). Expanded to include 9 care pathways including tube issues, constipation/klysma, and falls.
• FloreincoreOEM/ Whitelabel/ Licensing PartnerSubsidiary company of Florence providing household help services in the region (Den Haag, Leiden, Rijswijk, Delft, Leidschendam, Voorburg, Wassenaar, Voorschoten, Westland).
• Rijswijk Wonen en WelzijnminorStrategic or Co-development PartnerHousing corporation partner for Wonen met een Plus (Living with a Plus) program providing independent housing with care services in 7 apartment buildings in Rijswijk and Leidschendam-Voorburg.
• MantelzorgNLminorStrategic or Co-development PartnerNational association for family caregivers. Florence is a member and collaborates on caregiver support, information, and advocacy.
• Kenniscentrum Dementie op Jonge LeeftijdminorStrategic or Co-development PartnerNational knowledge center for young-onset dementia. Florence is a member and collaborates to determine appropriate care and treatment for young people with dementia.
• Alzheimer Nederland (Haaglanden)minorStrategic or Co-development PartnerJoint organization of Alzheimer Café meetings - informal gatherings for people with dementia, their families, caregivers, and professionals.
• Gemeenten (Municipalities)coreStrategic or Co-development PartnerPartnerships with municipalities for Wmo (Social Support Act) services including household help, day activities, and community care.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HWW zorg: Major Den Haag-based elderly care provider operating woonzorglocaties, thuiszorg and intramurale ouderenzorg. Direct regional peer and collaboration partner through Spoedzorg Haaglanden and crisis-care consortium.
• WoonZorgcentra Haaglanden (WZH): Haaglanden-region provider of residential elderly care, home care and dementia services. Direct competitor and crisis-care collaboration partner with overlapping service portfolio and geography.
• Respect: The Hague-based non-profit providing elderly care including residential locations, home nursing and dementia care. Collaborates with Florence on crisis-care beds; competes for the same Wlz-funded clients in Haaglanden.
• Saffier: Non-profit ouderenzorg provider in Den Haag region operating woonzorglocaties and thuiszorg. Direct competitor and crisis-care partner of Florence within the Haaglanden consortium.

Regional players

• Pieter van Foreest: Regional non-profit VVT provider in Delft/Westland serving similar elderly populations with woonzorglocaties, thuiszorg and rehabilitation. Operates adjacent to Haaglanden with comparable service model and Dutch Wlz/Zvw/Wmo funding.
• Zorgbalans: Non-profit regional VVT provider in Kennemerland offering integrated elderly care, home nursing and residential locations. Comparable scale and continuum model to Florence, operating in a different Dutch province.
• tanteLouise: Regional non-profit VVT organization in West Brabant operating residential locations, home care and dementia services. Highly comparable operating model and scale to Florence.

Broad incumbents

• Cordaan: One of the largest Dutch VVT non-profits, providing elderly care, home care, dementia care and rehabilitation across Amsterdam and beyond. Broader incumbent with overlapping services but national scale.
• Evean: Large Dutch VVT provider offering home care, residential elderly care and specialized dementia programs across North Holland. Comparable service breadth with Florence but different geography.

Others

• Menzis Zorgkantoor: Dutch regional health insurer and Wlz zorgkantoor responsible for contracting and reimbursing long-term elderly care in the region. Counterparty in Florence's funding stack and a key ecosystem participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FlorenceZorg
• Facebookfacebook.com/florencezorg

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Stichting Florence