Alpina
- Company typePrivate
- Founded1914
- HeadquartersIjsselstein, Netherlands
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
Alpina firmographics
Firmographics- Name
- Alpina
- Legal name
- Alpina Group B.V.
- Website
- https://alpina.nl
- Company type
- Private
- Founded year
- 1914
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Alpina industry classification
Industry- Product category
- Insurance Brokerage and Financial Advisory
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
Keywords
Where Alpina is headquartered
LocationHeadquarters
- HQ city
- Ijsselstein
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Alpina business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Insurance Intermediation/Commissions: Alpina acts as an independent insurance broker earning commissions from insurance companies when customers purchase policies through their platform. They compare offers from multiple insurers and facilitate the entire process from application to acceptance.
- Financial Advice Services: Personalized financial advice on insurance, mortgages, pensions and other financial products, both at branches and remotely, generating revenue through advice fees and product commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Execution Only (Online) - Direct insurance purchase without advice |
| Hybrid | Monthly | Personal Advice - Full advisory service at branches or remotely |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Alpina product offering
Product offeringCore offering
Alpina is an independent insurance broker and financial advisor in the Netherlands that aggregates personal and commercial insurance products from a panel of multiple insurers for online comparison and direct purchase, complemented by in-person and remote advisory for mortgages, pensions, and wealth. Customers can buy policies directly online (execution only) with AI-assisted support, or receive personalized advice at one of Alpina's local branches. The offering spans car, home, liability, travel, accident, legal-expenses, recreational, and commercial insurance products, as well as bundled packages for SMEs, self-employed professionals, and homeowners associations (VVE).
Product overview
Alpina is a digital-first insurance comparison and brokerage platform operated by Alpina Group, one of the largest independent financial advisory organizations in the Netherlands. The platform combines an online self-service portal (Alpina Online) with a national network of physical branches for personalized advice. The core offering is the digital comparison and brokerage engine that aggregates insurance products from multiple insurers, enabling customers to compare, purchase, and manage insurance policies online. Alpina's product portfolio spans personal lines (car, home, travel, accident, liability) and commercial lines (business liability, professional indemnity, commercial property, fleet, trade credit), organized into bundled packages for SMEs (MKB Totaalpakket), homeowners associations (VVE Totaalpakket), and self-employed professionals (ZZP Package). Specialty offerings include de Vereende products for hard-to-insure risks, boat and vacation home insurance via the Eerdmans sub-brand, and an AI-powered chatbot (Pien) for 24/7 customer support. Customers can manage all policies through the Alpina Online portal, while complex advisory needs are handled through Alpina Advies branches.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Comprehensive car insurance comparison and brokerage enabling customers to compare premiums across multiple Dutch insurers and purchase coverage directly online, or via advice at branches.
- Business Vehicle Insurance Commercial vehicle insurance for company cars, delivery vans, and other business-use vehicles, available to Dutch SMEs through Alpina's MKB offerings.
- Motorcycle Insurance Insurance coverage for motorcycles, including standard and classic models, with multi-insurer comparison via Alpina's platform.
- Moped Insurance Insurance for mopeds and light mopeds, including specific coverage options for young riders, available through Alpina's comparison platform.
- Motorhome Insurance Insurance for motorhomes and campervans, including classic motorhome coverage, compared across multiple insurers.
- Truck Insurance Insurance for trucks and commercial freight vehicles, available to Dutch customers through Alpina's commercial offerings.
- Oldtimer/Vintage Vehicle Insurance Specialized insurance for classic and vintage cars, including oldtimer motorcycles and oldtimer trucks.
- Home Insurance (Woonverzekering) Combined building-and-contents insurance package covering fire, burglary, storm, water damage, liability, and legal expenses for Dutch homeowners.
- Building Insurance (Opstalverzekering) Insurance covering structural damage to residential properties from fire, storm, burglary, vandalism, and weather events.
- Contents Insurance (Inboedelverzekering) Home contents insurance covering movable belongings such as furniture, electronics, and appliances against fire, theft, water damage, and other risks.
- Personal Liability Insurance Personal liability insurance covering damages caused by an individual or family to third parties, available across multiple Dutch insurers.
- Continuous Travel Insurance Annual multi-trip travel insurance covering medical emergencies, trip cancellation, and baggage loss for Dutch consumers.
- Boat Insurance Insurance for boats and watercraft, including coverage offered through the Eerdmans brand within Alpina Group, with more than 50 years of specialist experience.
- Vacation Home Insurance Insurance for vacation homes, available as basic or all-risk coverage, including rental and liability options.
- Legal Expenses Insurance Legal expenses insurance covering attorney fees, litigation costs, and legal advice for policyholders involved in legal disputes.
- Personal Accident Insurance Personal accident insurance providing lump-sum or periodic payments in the event of accidental death or disability.
- Business Liability Insurance Business liability insurance covering damages caused by a business or its employees to third parties or their property.
- Professional Liability Insurance Professional liability insurance covering financial losses suffered by clients due to professional errors, negligence, or misconduct.
- Commercial Property Insurance Buildings insurance for commercial properties covering fire, storm, burglary, and water damage.
- Business Interruption Insurance Insurance covering loss of income and fixed costs resulting from business interruption due to insured damage.
- Environmental Damage Insurance Insurance covering sudden and accidental environmental damage caused by the policyholder's business operations.
- ZZP Insurance Package Bundled insurance package for self-employed professionals (ZZP/zzpers) including business liability, professional liability, inventory, and legal expenses.
- SME Total Package (MKB Totaalpakket) Bundled insurance package for small and medium-sized enterprises combining multiple commercial coverages into one policy.
- VVE Total Package (Homeowners Association) Insurance package for owners' associations (VVE) covering communal property, shared building elements, and association-level liability.
- De Vereende Specialist Insurance Products Specialized insurance products offered through the De Vereende partnership covering vehicles and property that are difficult to insure through standard providers.
- Alpina Online Portal (Mijn Alpina) Self-service customer portal providing 24/7 access to policies, green cards, policy documents, damage reporting, and policy change capabilities.
- Alpina Advies — Personal Financial Advisory Service Personalized in-person and remote financial advisory services delivered at Alpina branch locations and via remote advisors, covering insurance, mortgages, pensions, wealth management, and real-estate brokerage.
Quantifiable outcome
- 93% of customers recommend Alpina based on 3,711 reviews
- +1 more outcomes
Companies that use Alpina
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Alpina technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Alpina partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Alpina GroupcoreAlpina is the intermediate brand of Alpina Group, which was formed from a merger of Heilbron Groep (strong in insurance networks) and Voogd Groep (strong in indirect channel with 3,200+ external advisors and IT-driven service platform). The group also includes Hillewaere Groep in Belgium.
- AllianzminorInsurance provider partner included in Alpina's comparison offerings
- Avero AchmeaminorInsurance provider partner included in Alpina's comparison offerings
- ASRminorInsurance provider partner included in Alpina's comparison offerings
- Nationale NederlandenminorInsurance provider partner included in Alpina's comparison offerings
- De GoudseminorInsurance provider partner included in Alpina's comparison offerings
- De VereendeminorSpecialist insurer for difficult-to-insure risks, partner in Alpina's offerings including Vereende liability, car, van, motorhome, and other insurance products
- Turien & Co.minorInsurance provider partner included in Alpina's comparison offerings
- KlaverbladminorInsurance provider partner included in Alpina's comparison offerings
- UnigarantminorInsurance provider partner included in Alpina's comparison offerings
- Heilbron GroepcoreOne of the founding companies of Alpina Group, bringing strong insurance network expertise
- Voogd GroepcoreOne of the founding companies of Alpina Group, with strength in indirect channel having approximately 3,200 external advisors, IT-driven service platform, and volmacht (power of attorney) insurance operations
- EerdmansminorEerdmans, part of Alpina Group, specializes in boat insurance and vacation home insurance with more than 50 years of experience. Alpina offers Eerdmans' vacation home insurance products.
- Emma at WorkminorAlpina collaborates with Emma at Work on creating an inclusive future for young people with disabilities or chronic conditions
- Prinses Máxima CentrumminorAlpina supports fundraising initiative for Prinses Máxima Centrum, having donated €103,009.25
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Alpina competitors and assessment
Company assessmentBroad incumbents
- ASR Nederland: ASR Nederland is one of the largest Dutch insurance groups offering life, non-life, and retirement products. Although it also partners with Alpina for distribution, it directly competes in the same Dutch personal and commercial lines market through its own direct channels.
- OHRA: OHRA is a Dutch direct insurer (part of the NN Group) offering car, home, liability, and travel insurance via direct channels. It competes with Alpina in the same price-sensitive Dutch personal lines market through a digital-first model.
- Allianz Nederland: Allianz Nederland is the Dutch arm of the global Allianz Group, offering property, casualty, and life insurance. It partners with Alpina for distribution while also operating direct channels that compete for the same Dutch customers.
- Centraal Beheer (Achmea): Centraal Beheer is a large Dutch direct insurer and part of the Achmea group, offering car, home, and business insurance directly to consumers. It is a broad incumbent that competes with Alpina both as a carrier and a direct-to-consumer alternative.
- Aon Netherlands: Aon Netherlands is the Dutch operation of Aon, a global insurance brokerage and advisory firm. It competes with Alpina for commercial insurance and risk advisory work in the Dutch mid-market and large corporate segment.
- Nationale Nederlanden: Nationale Nederlanden is a major Dutch life, non-life, and pensions provider. As both a partner of Alpina and a direct competitor with its own distribution and advisory offerings, it competes in the same Dutch insurance and financial advice market.
Emerging players
- De Hypotheker: De Hypotheker is the largest Dutch mortgage advice franchise network, offering independent mortgage and insurance advice through local branches. It overlaps with Alpina's advisory-led mortgage, insurance, and financial planning offerings in the Dutch consumer market.
Direct peers
- Pricewise: Pricewise is a major Dutch price comparison platform for insurance, energy, and financial products. It directly competes with Alpina's digital self-service and premium comparison offering on price-driven insurance shoppers.
- Verzekeringssite.nl: Verzekeringssite.nl is a Dutch insurance comparison site offering direct online quotes from multiple insurers. It overlaps directly with Alpina's online comparison and brokerage funnel in the Dutch personal lines market.
- Independer: Independer is one of the largest Dutch online insurance comparison platforms, directly competing with Alpina's execution-only and online comparison value proposition across car, home, and travel insurance for the same Dutch consumer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Alpina social profiles
Digital presenceAlpina financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alpina leadership team
Management profileNumber of profiles
Profiles1 record
Alpina subsidiaries and ownership
Company hierarchySubsidiaries1 record
Alpina funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alpina M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alpina
What does Alpina do?
Alpina is an independent insurance broker and financial advisor in the Netherlands that aggregates personal and commercial insurance products from a panel of multiple insurers for online comparison and direct purchase, complemented by in-person and remote advisory for mortgages, pensions, and wealth. Customers can buy policies directly online (execution only) with AI-assisted support, or receive personalized advice at one of Alpina's local branches. The offering spans car, home, liability, travel, accident, legal-expenses, recreational, and commercial insurance products, as well as bundled packages for SMEs, self-employed professionals, and homeowners associations (VVE).
Is Alpina a public or private company?
Alpina is a private company. It is classified as unknown and is currently operating.
When was Alpina founded?
Alpina was founded in 1914. It employs 1,001 to 5,000 people.
Where is Alpina based?
Alpina is headquartered in Ijsselstein, Netherlands, in the Europe region.
How does Alpina make money?
Two revenue lines are on record. Insurance Intermediation/Commissions are the primary driver. The others are financial Advice Services.
Who are Alpina's main competitors?
Broad incumbents on record are ASR Nederland, OHRA, Allianz Nederland, Centraal Beheer (Achmea), Aon Netherlands and Nationale Nederlanden. De Hypotheker is listed as an emerging player. Direct peers are Pricewise, Verzekeringssite.nl and Independer.
Does Alpina have an API?
No public API is recorded for Alpina.
What industry is Alpina in?
Alpina's product category is Insurance Brokerage and Financial Advisory. Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms. Its NAICS code is 524210 and its SIC code is 6411.