IMU

What IMU does

IMU (Internet Marketing Unie / Internet Marketing Universiteit B.V.) is a Utrecht-based, founder-led online marketing education and SaaS company serving Dutch-speaking entrepreneurs and SMBs since 2010. The company was founded by Tonny Loorbach (SEO and neuromarketing) and later joined as co-owner by Martijn van Tongeren (marketing funnels), who together codified their methodology in the published methodology 'De Online Marketing Tornado' (40,000+ copies sold).

The company's core technology consists of three proprietary SaaS products designed to work as an integrated funnel stack: Phoenix (a website and landing page builder optimized for SEO and conversion), Plug&Pay (a payment page and checkout platform with built-in one-click upsells and an affiliate system), and Huddle (an e-learning and community/LMS platform positioned as the most-used LMS in the Netherlands). In 2024, IMU introduced Huddle Coach, an AI-powered feature within Huddle that generates personalized AI coaches from a customer's own knowledge base.

IMU monetizes through a diversified model: recurring SaaS subscriptions across the three products, one-time book and e-book sales (physical books distributed via Bol.com, Managementboek.nl, and Youbedo), recurring coaching programs and courses (e.g., Tornado Masterclass), the IMU+ premium community membership, events/webinars, and an affiliate program paying 30–50% recurring commissions. The customer base of 12,000+ software users, 50,000+ newsletter subscribers, and 150,000+ e-book downloaders is concentrated in the Netherlands (with a Benelux market claim), served by 11–50 employees out of the Newtonlaan headquarters in Utrecht. The company is privately held, bootstrapped with no disclosed institutional funding.

Name

IMU

Legal name

Internet Marketing Universiteit B.V.

Website

https://imu.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

IMU is a Utrecht-based education and SaaS company serving Dutch entrepreneurs since 2010 with three integrated software products — Phoenix (websites), Plug&Pay (payments), and Huddle (LMS/community) — plus books, courses, and the IMU+ community.

Ownership category

akta.pro rank

Product category

Online Marketing Software and Education

NAICS

Software Publishers (5132), Advertising Agencies (54181)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

E-commerce & Online Business (Marketplaces, DTC) (EDAMAHAH), Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB), Marketing Automation Operations for Demand Gen (Email/CRM Workflows) (BPAFAKAM)

Keywords

• Online marketing education
• Marketing automation software
• Website builder SaaS
• Payment page software
• Learning management system

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Book Sales (Physical & Digital): Sale of online marketing books including 'De Online Marketing Tornado' (40,000+ copies sold at €20) and 'Doelgerichte SEO' (€19.95). Books serve as entry-point products for the broader ecosystem.
2. Software Subscriptions (Phoenix, Plug&Pay, Huddle): SaaS products offered on subscription basis for website building, payment processing, and e-learning/community platforms. Software users total 12,000+.
3. Coaching Programs & Courses: Tornado Masterclass, coaching programs, and online courses for entrepreneurs. Promoted through affiliate program with 50% recurring commission on coaching.
4. Affiliate Program Revenue Share: IMU pays affiliates commissions for referring customers: €1 per book sale, 50% recurring on coaching programs, 30% recurring on software subscriptions. This drives customer acquisition at performance-based rates.
5. IMU+ Community Membership: Premium community membership providing access to exclusive content, networking, and ongoing support for entrepreneurs.
6. Event Revenue: The company organizes events and webinars that generate revenue through ticket sales and create opportunities for product promotion.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

IMU (Internet Marketing Unie) develops and sells three proprietary SaaS tools — Phoenix (a website and landing-page builder optimized for SEO and conversion), Plug&Pay (payment pages with one-click upsells and a built-in affiliate system), and Huddle (an e-learning and community platform, the most-used LMS in the Netherlands) — bundled with Dutch-language online marketing education (books, free e-books, courses, webinars) and a premium IMU+ community. The offering targets Dutch-speaking entrepreneurs who want to build profitable websites, run automated marketing funnels, and generate recurring revenue.

Product overview

IMU (Internet Marketing Unie) operates as a multi-product platform serving Dutch-speaking online entrepreneurs. The core offering consists of three integrated software products: Phoenix (website and landing page builder optimized for SEO and conversions), Plug&Pay (payment pages with built-in affiliate system and upselling capabilities), and Huddle (e-learning and community platform, the most-used LMS in the Netherlands). These three software products work together as a marketing stack, with Phoenix attracting visitors, Plug&Pay handling transactions and affiliate management, and Huddle delivering digital programs and community features. Additionally, IMU offers a comprehensive library of educational books and e-books covering online marketing topics including SEO, conversion optimization, neuromarketing, copywriting, affiliate marketing, memberships, and community building. The company also provides the IMU+ premium community and a weekly newsletter with over 50,000 subscribers. The company was founded in 2010 and is headquartered in Utrecht, Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Phoenix SaaS website and landing-page builder optimized for SEO (Google ranking) and conversion rate optimization (CRO). Enables Dutch entrepreneurs to build profitable websites, landing pages, and marketing funnels rapidly without technical knowledge. Sold on a subscription basis.
• Plug&Pay SaaS payment page and upselling software that lets merchants launch optimized checkout pages for one-time purchases or subscriptions in minutes. Includes proven templates, one-click upsells, kassakoopjes (cash-register add-ons), and a built-in affiliate system. Sold on a subscription basis.
• Huddle SaaS e-learning and community platform used as a membership site for digital programs and interactive communities. Includes a free Huddle member app and is positioned as the most-used learning management system in the Netherlands. Sold on a subscription basis.
• De Online Marketing Tornado (Boek) Bestselling hardcover book (40,000+ copies sold) containing IMU's complete online marketing methodology, sold for €20 per copy via shop.imu.nl, major Dutch retailers (Bol.com, Managementboek.nl, Youbedo), and as a digital e-book.
• Doelgerichte SEO Physical SEO book authored by Tonny Loorbach, published by VisualSteps as a step-by-step SEO guide built on 12 years of practice. Priced at €19.95 per copy and distributed via major Dutch booksellers.
• Winnen in Google (E-book) Free Dutch-language SEO e-book with 100,000+ downloads, providing a practical guide to ranking in Google through content marketing, backlinks, social signals, semantic search, and RankBrain.
• De Conversie Code (E-book) Free e-book on conversion optimization, covering web psychology, neuromarketing, landing-page blueprints, and marketing funnels to increase leads and sales.
• De Ultieme Checkout (E-book) Free e-book on optimizing payment pages and checkout flows, including one-click upsells and related techniques to increase sales, average order value, and profit margins.
• Affiliate Marketing (E-book) Free e-book covering affiliate-marketing commission models, affiliate software setup, affiliate recruitment, and strategies for both product owners and affiliate marketers.
• Online Memberships (E-book) Free e-book on creating successful online memberships and recurring income through digital programs, including automation of business and payment processes.
• Community Building (E-book) Free e-book covering strategies for building online communities, increasing brand fans and ambassadors, retention, gamification, and customer happiness.
• IMU+ Community Premium members-only community for Dutch online entrepreneurs, providing ongoing support, networking, and exclusive educational resources. Access is via the leden.imu.nl member portal on a recurring-subscription basis.
• Tornado Masterclass (Coaching Program) Group coaching program (with recurring subscription pricing and affiliate commissions of 50%) that walks Dutch entrepreneurs through implementation of the Online Marketing Tornado methodology across their website, checkout, and community stack.
• Winstgevende Website Formule (PDF) Free PDF lead magnet on imu.nl outlining a 15-step formula for building a profitable website, used to acquire new newsletter subscribers and prospective software customers.

Quantifiable outcome

• Founders grew from €0 to €100,000 recurring monthly income in 12 months using the membership model
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• VisualStepscoreStrategic or Co-development Partner · 25 May 2024VisualSteps is the publisher of Tonny Loorbach's 'Doelgerichte SEO' book. The publisher approached Tonny to adapt and expand his e-book into a comprehensive step-by-step SEO guide for WordPress websites.
• Google (Analytics, Ads, Search Console)coreTechnology or Integration · 25 May 2024IMU uses Google Analytics and Piwik for statistical analysis to optimize services. The company teaches Google Ads and Search Console in their educational content. Google Ads Remarketing is used for advertising on third-party websites.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ActiveCampaign: Established marketing automation, CRM, and email platform for SMBs and mid-market. Comparable as a broader incumbent in the marketing automation space where IMU's methodology and tools operate.

Direct peers

• Teachable: Course creation and selling platform for creators and coaches. Directly comparable to IMU's Huddle e-learning/community product for the Dutch online-coach segment.
• Kajabi: All-in-one platform for creators and entrepreneurs offering website building, payments/checkout, email marketing, and course/community hosting. Directly comparable to IMU's Phoenix + Plug&Pay + Huddle stack, though at global scale and English-first.
• Podia: All-in-one platform for creators offering courses, downloads, webinars, and community — overlaps IMU's Huddle + content-led funnel approach for the same creator-coach customer.
• Systeme.io: All-in-one marketing platform for entrepreneurs combining funnel building, email, courses, and affiliate management at a low price point. Overlaps IMU's full stack and targets the same 'solopreneur' customer.
• Builderall: All-in-one digital marketing platform with website builder, funnel builder, checkout, email, and course hosting at a single subscription. Closely mirrors IMU's three-product integrated stack and SMB target customer.
• ClickFunnels: Sales funnel and landing page builder with checkout, upsells, and affiliate management — directly comparable to IMU's Phoenix (funnels) and Plug&Pay (checkout/upsells/affiliates) products. Targets the same SMB online-entrepreneur segment.
• Thinkific: Course creation and community platform for entrepreneurs and educators. Comparable to Huddle, with similar positioning around owning the audience and monetizing knowledge — though at global scale.

Regional players

• LearnyBox: German e-learning and course platform (DACH region) with integrated payment and community — comparable to Huddle but operating in the neighboring German-speaking market where IMU could expand.
• Frankwatching: Dutch marketing education platform (events, courses, publications) — comparable to IMU as a Dutch-language marketing education brand and competitor for the same Dutch marketing professional audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7-hrhqxY_LWN7Bo7l37qvw
• Xx.com/imuNL
• LinkedInlinkedin.com/company/internet-marketing-unie

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 IMU