Klup

What Klup does

Klup B.V., founded in 2016 and headquartered in Hilversum, Netherlands, operates a mobile-first social platform explicitly designed for Dutch adults aged 50 and older to combat social isolation through local, activity-based connections. The product is delivered through native iOS and Android apps plus a web interface at kluppen.nl, with features including location-based activity discovery, in-app messaging, photo sharing (Moments), event sign-up, and organizer-side payment processing via Mollie and Tikkie integrations. As of the most recent data, Klup reports 100,000+ registered members, 700+ activities per week, an average user age of 61, and a 70% female user base; the company describes itself as a 'social enterprise.'

The business model combines a freemium subscription with a partner placement program. Klup Start is a free introductory tier (2 activities and 2 contact requests within 3 months) and Klup Compleet is a paid subscription priced at approximately €5.40-€6.99 per month, available in 3-, 6-, or 12-month terms that auto-renew monthly. A secondary revenue stream comes from the Klup Partner Program, in which local entrepreneurs and small businesses pay to list activities and offer exclusive perks to Kluppers. The company retains a 1-10 person core team and is bootstrapped with no external investors disclosed, prioritizing societal impact (self-described social enterprise) alongside commercial sustainability.

Distribution is entirely digital and NL-domestic: direct app downloads, web sign-ups, Apple App Store, and Google Play, with marketing through the Klup blog, social channels, a referral program (Share & Save), email automation via Customer.io, and earned media including a feature on Dutch TV program Tijd voor Max. Engagement is reinforced by ancillary programs such as the Kluphost volunteer ambassador network, the Organize & Save host loyalty scheme, the Klup Magazine editorial property, and the annual Nationale Snertdag (8th edition), which collectively aim to deepen switching costs and accelerate community-led growth.

Name

Klup

Legal name

Klup B.V.

Website

https://kluppen.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Klup is a Netherlands-based mobile social platform that helps adults aged 50+ combat loneliness by discovering, organizing, and joining local activities and friendships via a freemium subscription and partner program.

Ownership category

akta.pro rank

Product category

Senior Social Networking Platform

NAICS

Civic and Social Organizations (8134)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Local & Neighborhood Communities (BPAMABAG)

akta.pro secondary industry

Community/Group Chat Platforms (BPAMACAH)

Keywords

• Senior social networking
• Community activity platform
• Social connection app
• Subscription community platform
• Event matching platform

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Membership Subscriptions: Primary revenue stream from Klup Start (free tier) and Klup Compleet (paid subscription at €6.99/month after initial period). Users pay for full platform access including unlimited activities and contact requests.
2. Partner Activity Placement Fees: Local entrepreneurs and businesses pay a fee to list activities on the platform, reaching Klup's 100,000+ registered users. Partners must offer exclusive benefits to Kluppers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Klup operates a mobile-first social networking platform and mobile application (iOS and Android) for adults aged 50 and older in the Netherlands, enabling them to discover, organize, and participate in local social activities and build friendships. The platform uses a freemium membership model (Klup Start free trial tier; Klup Compleet paid subscription approximately €6.99/month) with location-based activity discovery, in-app messaging, photo sharing (Moments), and interest-based community matching. Supporting programs include the volunteer Kluphost ambassador network, the Klup Partner Program for local businesses, digital editorial via Klup Magazine, the annual Nationale Snertdag community event, and the Organize & Save and Share & Save loyalty and referral programs.

Product overview

Klup is a social platform and mobile application (iOS and Android) designed specifically for adults aged 50 and older in the Netherlands, enabling them to discover, organize, and participate in local social activities and build friendships. The core product is the Klup App, which serves as the primary interface for activity discovery, sign-ups, in-app messaging, photo sharing (Moments), and member profiles. The platform operates two membership tiers: Klup Start (free, limited to 2 activities and 2 contact requests within 3 months) and Klup Compleet (paid, unlimited access from ~€5.40–€6.99/month). Supporting programs include the Kluphost Ambassador Program (local volunteer hosts), the Klup Partner Program (connecting local businesses with the community), the Klup Magazine (digital editorial content), the Organize & Save incentive program, and the Share & Save referral program. The annual Nationale Snertdag event is a flagship brand extension. The platform drives engagement through community-building tools, location-based activity matching, and loyalty programs that reward organizers and referrers.

Differentiator

Problem solved

Functional benefit

Brands

• Klup magazine: An online magazine by and for kluppers, full of inspiration to enrich social life.

Products and services

• Klup App Mobile and web application (iOS, Android, and web) for 50+ adults in the Netherlands to discover, organize, and participate in local social activities. Features location-based activity discovery, in-app messaging, photo sharing (Moments), event sign-ups, and member profiles. Membership is delivered via Klup Start (free tier, 2 activities within 3 months) and Klup Compleet (paid subscription, unlimited activities starting at approximately €5.40/month and auto-renewing at €6.99/month). Includes loyalty rewards (Organize & Save) and referral rewards (Share & Save).
• Klup Partner Program B2B service that allows local Dutch entrepreneurs and small businesses to publish group activities on the Klup platform with exclusive perks for Kluppers (e.g., discounts, complimentary items). Klup reviews each activity before publishing and partners pay a placement fee for access to the platform's 100,000+ registered members. Examples include Padel Next padel clinics, Bij Daan steak dinners, and Dagje in de Natuur outdoor excursions.

Quantifiable outcome

• Members have organized 400+ activities and participated in 700+ activities over their membership period
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Local Entrepreneurs (Partner Program)coreChannel Partner/ Reseller/ DistributorLocal small businesses and entrepreneurs partner with Klup to organize group activities. Partners offer exclusive deals or extras for Kluppers (e.g., free coffee after dinner, discounts). They pay a fee to list activities and benefit from reaching Klup's 100,000+ members. Examples include Padel Next (padel clinics), Bij Daan (steak dinners), and dance event organizers throughout the Netherlands.
• Padel NextminorChannel Partner/ Reseller/ DistributorPartner providing padel clinics for Kluppers. Activities offered through the partner program with exclusive benefits for community members.
• Bij DaanminorChannel Partner/ Reseller/ DistributorRestaurant partner hosting biefstukavond (steak dinner) events for Kluppers. Owner Daan has been hosting Kluppers for years.
• Casa MaximaminorStrategic or Co-development PartnerVacation home in San Giacomo Vercellese, Northern Italy, operated by Kluppers Guus and Thea. Exclusively available to Kluppers at €100 per week. The house has three double rooms, two bathrooms, and a spacious kitchen. Fully renovated in 2022.
• Dagje in de NatuurminorChannel Partner/ Reseller/ DistributorNature excursion company offering birdwatching and outdoor adventures. Featured as a recommended partner for Klup members seeking organized nature activities.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Bumble BFF: Friend-finding mode within the Bumble app targeting platonic connections. Comparable in product surface (mobile-first matching for friendship), but operates across all age groups rather than the focused 50+ niche.
• Patook: Strictly platonic friendship app that connects people based on interests and location. Comparable mobile-first, location-and-interest matching approach, though not limited to the 50+ demographic.

Broad incumbents

• Nextdoor: Hyperlocal neighborhood social network with location-based discovery. Comparable to Klup's location-based community model and emphasis on local connection, though oriented to all adults rather than 50+ only.
• Facebook Groups: Generic incumbent for group discovery and local community formation. Overlaps with Klup's activity/event functionality and is widely used by the 50+ demographic, constituting broad competitive pressure.
• Meetup: Large incumbent platform for organizing and discovering local interest-based groups and activities. Comparable in activity-discovery and group-organization mechanics but not demographically restricted; functions as broad competition for the same activity-creation use case.
• AARP Community: Large US-based 50+ membership organization offering local events, community groups, and social programming. Comparable in targeting the 50+ segment with activity-led programming, though operating at significantly larger scale and not app-first.

Direct peers

• Stitch: Online social community specifically for adults over 50, focused on friendship, shared activities, and groups rather than dating. Directly comparable to Klup in mission, demographic, and activity-led model, though currently focused on US/Australia/NZ.
• SeniorMatch: Long-running friendship/dating site aimed at seniors 50+. Comparable audience focus, though more dating-tilted and web-first rather than activity/event-led like Klup.
• OurTime: Dating and friendship platform targeted at the 50+ demographic. Closely comparable in audience targeting and demographic restriction, though primarily dating-oriented; represents a direct competitor should members' needs skew toward companionship.

Others

• Senior Planet: Nonprofit organization running programs, classes, and community events for older adults. Comparable audience and mission of combating senior isolation, though programmatically rather than via a proprietary social platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCmF3EvxiyPkpGWG0ebR9mEw
• Facebookfacebook.com/kluppen
• LinkedInlinkedin.com/company/klup/mycompany
• Instagraminstagram.com/klupinsta
• Xx.com/kluppen

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Klup