What Mobiel.nl does

Mobiel.nl, legally operated as Websend B.V. and headquartered in Leidschendam, Netherlands, is an independent online telecom comparison and sales platform serving Dutch consumers since 2000. Its core offering is a web-based e-commerce platform that aggregates 12+ telecom providers — including Odido, Vodafone, KPN, Ziggo, Delta, Youfone, Budget Thuis, Hollandsnieuwe, Ben, Simyo, Lebara, Simpel, and 50+ Mobiel — into a single destination for comparing and purchasing mobile phones, SIM-only plans, phone-with-subscription bundles, home Internet & TV packages (fiber, cable, DSL, 5G fixed wireless), and related accessories. The platform integrates a free switching service (Gratis Overstapservice) that handles contract cancellations and installation timing, a phone trade-in program via Recommerce, and a Verlengen (contract renewal) tool, complemented by a physical Servicepunt in Leidschendam for in-person advice, data transfer, and device pickup.

Underlying technology centers on a self-serve web storefront with provider-comparison filtering (data, minutes, speed, provider), image/content delivery via imgix, and marketing analytics through Google Analytics, Hotjar, and a multi-channel paid acquisition stack (Google Ads, Bing Ads, Meta, Snapchat, TikTok, AWIN). The business is asset-light: Mobiel.nl does not own spectrum or network infrastructure and instead monetizes through provider commissions on subscriptions (affiliate/referral economics), device intermediation with provider-arranged financing (toestellening), and marketing services/featured placements. Customer segments span Dutch consumer mobile users as the primary persona, home Internet & TV households, and a smaller business (zakelijk) segment.

Mobiel.nl has built a 1M+ customer base and a 9.0/10 Trustpilot rating across 76,678+ reviews, is Thuiswinkel-certified, and operates with 51–100 employees. The company is privately held with no disclosed external investors, parent company, or recent funding rounds in the supplied data, indicating organic, internally financed growth across a mature Dutch telecom comparison market.

Name

Mobiel.nl

Legal name

Websend B.V.

Website

https://mobiel.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Mobiel.nl is a Dutch online telecom comparison platform that aggregates 12+ providers (Odido, Vodafone, KPN, Ziggo, and others) to help Dutch consumers compare and purchase mobile phones, SIM-only plans, phone-with-subscription bundles, and home Internet & TV packages, serving over 1 million customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Leidschendam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Provider Commission: Mobiel.nl earns commissions from telecom providers (Odido, Vodafone, KPN, and others) for each subscription or service sold through their platform. This is a recurring revenue stream as customers maintain ongoing subscriptions.
2. Device Sales: Revenue from sale of mobile devices bundled with subscriptions or sold outright, where Mobiel.nl acts as intermediary for device financing arranged through provider finance companies.
3. Marketing Services: Fees from marketing campaigns and promotional placements for providers on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Mobiel.nl is a Dutch online comparison and e-commerce platform that aggregates mobile phones, SIM-only plans, phone-with-subscription bundles, and home internet/TV services from 12+ telecom providers. Customers use the site to compare offers side-by-side, purchase devices bundled with carrier contracts (with installment financing arranged through providers), and access a free provider-switching service plus a phone trade-in program via Recommerce.

Product overview

Mobiel.nl is a Dutch online telecom comparison and sales platform that aggregates mobile phone sales, carrier plans, and home internet/TV services. The core platform serves as an e-commerce marketplace for smartphones (from Apple, Samsung, OPPO, OnePlus, Motorola, Google, Xiaomi, Nothing, Fairphone, and Realme) and operates as an independent broker for mobile carrier subscriptions (through providers including Odido, Vodafone, KPN, hollandsnieuwe, Ben, Simyo, Budget Thuis, Lebara, Simpel, 50+ Mobiel, and Youfone) and home internet services (KPN, Ziggo, Odido, Youfone, Budget Thuis, Delta). The offering combines online product sales with provider comparison tools, device financing, a trade-in program (via Recommerce), a free switching service for subscriptions, and a physical service point in Leidschendam.

Differentiator

Problem solved

Functional benefit

Products and services

• Telefoon met Abonnement (Phone with Subscription) Mobile phones bundled with 24-month carrier contracts, offering device installment financing (toestellening) through providers including Odido, Vodafone, KPN, Ben, hollandsnieuwe, Lebara, Simpel, 50+ Mobiel, Youfone, and Simyo. Targeted at Dutch consumers who want a new smartphone with a mobile subscription.
• Sim Only (SIM-Only Plans) Standalone mobile carrier plans without phone hardware, available from providers including Odido, Vodafone, KPN, hollandsnieuwe, Ben, Simyo, Budget Thuis, Lebara, Simpel, 50+ Mobiel, and Youfone, starting from approximately €5 per month. Targeted at Dutch consumers who already own a phone and need a mobile plan.
• Mobiele Telefoons (Mobile Phones) Smartphones available for purchase from brands including Apple iPhone, Samsung Galaxy, OPPO, OnePlus, Nothing, Fairphone, Motorola, Xiaomi, Google Pixel, and POCO, sold either standalone or with carrier subscriptions. Targeted at Dutch consumers shopping for a new smartphone.
• Internet & TV (Home Internet & Television) Home internet and television services including fiber (glasvezel), cable (kabel), DSL, and 5G fixed wireless options from providers KPN, Ziggo, Odido, Youfone, Budget Thuis, and Delta. Targeted at Dutch households seeking home connectivity and TV packages.
• Accessoires (Accessories) Phone accessories including earbuds, speakers, headphones, smartwatches, Bluetooth trackers, smart home devices, cases, screen protectors, cables, chargers, powerbanks, and phone holders. Targeted at consumers purchasing add-ons alongside a new device or subscription.
• Verlengen (Contract Renewal Service) Contract renewal service allowing existing customers to extend or switch providers with device cost discount calculations and upgrade options. Targeted at Dutch consumers approaching the end of a mobile contract.
• KPN TV+ Interactive television service with live TV, streaming platform aggregation, and a TV app for mobile viewing, featuring pause, replay, and cloud recording capabilities. Targeted at KPN home internet/TV subscribers.
• 5G Klik&Klaar Internet Fixed wireless 5G home internet service provided by Odido, offering plug-and-play setup via QR code with a modem and SIM card. Targeted at Dutch households seeking no-installation home internet.
• Telefoon Inruilen (Phone Trade-In) Phone trade-in program in partnership with Recommerce allowing customers to sell their old devices when purchasing new phones, with payment within 7 days of inspection. Targeted at Dutch consumers upgrading their smartphone.
• Gratis Overstapservice (Free Switching Service) Complimentary provider switching service that handles contract cancellation, coordinates installation timing, and prevents service gaps during internet/TV subscription transitions. Targeted at Dutch consumers switching between telecom providers.
• Servicepunt Leidschendam Physical retail and service location in Leidschendam offering in-person sales, device trade-ins, data transfers, and customer support with appointment booking available. Targeted at Dutch consumers preferring in-person service.

Quantifiable outcome

• 9.0/10 Trustpilot rating from 76,678+ reviews indicates high customer satisfaction

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• RecommercecoreStrategic or Co-development PartnerRecommerce is a French company that gives old smartphones a second life by purchasing used phones from consumers. Mobiel.nl partners with Recommerce to offer phone trade-in services, allowing customers to sell their old devices when purchasing new phones through the platform.
• OdidocoreChannel Partner/ Reseller/ DistributorOdido is a major Dutch telecom provider offered on the Mobiel.nl platform. The partnership allows Mobiel.nl customers to purchase Odido mobile subscriptions and bundled device plans.
• VodafonecoreChannel Partner/ Reseller/ DistributorVodafone is a major Dutch telecom provider offered on the Mobiel.nl platform for mobile subscriptions and device bundles.
• KPNcoreChannel Partner/ Reseller/ DistributorKPN is a market leader in Dutch telecom offered on the Mobiel.nl platform for mobile and home internet/TV services.
• ZiggocoreChannel Partner/ Reseller/ DistributorZiggo is one of the largest Dutch internet, TV, and telephone providers offered on Mobiel.nl for home services.
• DeltaminorChannel Partner/ Reseller/ DistributorDelta is a Dutch telecom provider offering internet, TV, and mobile services, available through Mobiel.nl.
• YoufoneminorChannel Partner/ Reseller/ DistributorYoufone is a Dutch telecom provider using the KPN network, offered on Mobiel.nl for SIM only and internet services.
• Budget ThuisminorChannel Partner/ Reseller/ DistributorBudget Thuis is a budget telecom provider using KPN's network, offered on Mobiel.nl for home internet and mobile services.
• HollandsnieuweminorChannel Partner/ Reseller/ DistributorHollandsnieuwe is a Dutch mobile virtual network operator offered on Mobiel.nl.
• BenminorChannel Partner/ Reseller/ DistributorBen is a Dutch mobile virtual network operator offered on Mobiel.nl for SIM only plans.
• SimyominorChannel Partner/ Reseller/ DistributorSimyo is a Dutch mobile virtual network operator (KPN-based) offered on Mobiel.nl for SIM only services.
• LebaraminorChannel Partner/ Reseller/ DistributorLebara is an international mobile provider operating in the Netherlands, offered on Mobiel.nl.
• SimpelminorChannel Partner/ Reseller/ DistributorSimpel is a Dutch mobile virtual network operator offered on Mobiel.nl.
• 50+ MobielminorChannel Partner/ Reseller/ Distributor50+ Mobiel is a Dutch mobile provider targeting older demographics, offered on Mobiel.nl.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pricewise: Dutch comparison site for telecom, energy, and insurance with switching services. Comparable aggregator business model serving the same Dutch consumer, though broader in category scope.
• Vergelijk.nl: Dutch price comparison platform covering telecom, energy, and insurance. Overlaps in telecom comparison and switching services and competes for the same comparison-intent Dutch consumer.
• Belsimpel.nl: Direct Dutch competitor offering a very similar telecom comparison and subscription platform for mobile phones, SIM-only, and internet/TV. Most directly comparable business model and customer base in the Dutch market.
• Kieskeurig.nl: Dutch comparison platform originally focused on consumer electronics but now spanning multiple categories including telecom. Comparable in operating a content-rich comparison destination for Dutch shoppers.
• Independer: Dutch comparison and switching platform. While strongest in insurance, it operates a similar aggregator model with switching services for Dutch consumers, making it a comparable digital comparison platform.

Broad incumbents

• Coolblue: Large Dutch e-commerce player that sells mobile phones, subscriptions, and consumer electronics. Overlaps in device sales and SIM-only offerings, with broader retail scale and brand reach.
• KPN: Incumbent Dutch telecom operator and one of Mobiel.nl's core partners. KPN's own direct channels compete for the same end customer and could disintermediate aggregators if it doubles down on DTC.
• Odido (T-Mobile Netherlands): Major Dutch mobile operator and key Mobiel.nl partner. Its DTC channels, brand campaigns, and own bundling efforts overlap with Mobiel.nl's offerings for the same Dutch consumer base.
• VodafoneZiggo: Major Dutch mobile and cable provider, partner to Mobiel.nl for both mobile and home internet/TV. Its converged consumer offerings directly overlap with the categories Mobiel.nl compares.

Emerging players

• Provider.nl (T-Mobile): T-Mobile Netherlands' online comparison-style portal for telecom bundles. Adjacent comparison experience but operated by a carrier itself, illustrating the in-house aggregator trend that competes with Mobiel.nl.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mobielnlwebcare

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Mobiel.nl