What FBTO does

FBTO is a Dutch direct-to-consumer insurance brand operating under Achmea B.V., one of the largest insurance groups in the Netherlands. Founded in 1956 and headquartered in Leeuwarden, FBTO serves more than 1 million Dutch consumers with a modular insurance proposition built around a "Jij kiest" (you choose) customization model. The product portfolio spans health insurance (three tiers: Basis, Basis Plus, Basis Vrij priced at €148.75-€167.95/month for 2026), home insurance (building and contents), vehicle insurance (auto and motorcycle), travel insurance (single-trip and annual), and supplementary lines including accident, legal expense, liability, life, boat, trailer, bicycle, and a self-employed (ZZP) package.

The company operates a digital-first platform centered on the MijnFBTO self-service portal, a separate mijnzorg.fbto.nl healthcare declaration portal, and the FBTO Zorg mobile app (which includes a digital EHIC/health card). Customer service is provided 24/7 via chat and WhatsApp, with claims submission and policy management handled online. Product design is modular: customers select a base policy and attach optional coverage modules (e.g., All Risk home, roadside assistance for motorcycles, Winter/Water Sports travel, extended or worldwide travel, dental, Zorgtools health apps, and Blijmakers partner discounts), enabling cross-sell within the existing customer base.

FBTO is a private subsidiary brand within Achmea and does not disclose standalone financials. Revenue is generated through recurring insurance premiums across personal lines, distributed via fbto.nl, the MijnFBTO portal, the mobile app, and an affiliate marketing program operated on the Awin network. The company operates exclusively within the Netherlands with 101-250 employees, and relies on Achmea for capital, reinsurance, and back-office infrastructure while maintaining its own digital brand identity.

Name

FBTO

Legal name

FBTO (onderdeel van Achmea B.V.)

Website

https://fbto.nl

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

101–250 employees

Short description

FBTO is a Dutch direct-to-consumer insurance brand under Achmea B.V. offering modular health, vehicle, home, and travel insurance to over one million Dutch consumers via its digital self-service platform and mobile app.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Insurance Carriers and Related Activities (524), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321), Life Insurance (6311), Insurance Carriers, Nec (6399)

akta.pro primary industry

Individual AD&D Insurance (Direct-to-Consumer) (FSAIALAC)

Keywords

• Personal insurance products
• Health insurance plans
• Auto insurance coverage
• Travel insurance policies
• Home insurance services

Headquarters

HQ city

Leeuwarden

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: FBTO generates revenue through recurring insurance premiums from multiple product lines including health insurance (zorgverzekering), auto insurance (autoverzekering), travel insurance (reisverzekering), home insurance (woonverzekering), motorcycle insurance, accident insurance, and legal expense insurance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

FBTO is a Dutch insurance brand operating under Achmea B.V. that offers a modular, customizable portfolio of personal insurance products including health, car, motorcycle, travel, home contents, home building, accident, liability, legal expense, life, boat, bicycle, and trailer coverage. Customers build their own policies by selecting a base product and adding optional coverage modules through a direct-to-consumer digital platform (fbto.nl and the MijnFBTO portal).

Product overview

FBTO is a Dutch insurance company offering a modular insurance platform where customers can customize their coverage. The product portfolio includes health insurance (Zorgverzekering) in three tiers (Basis, Basis Plus, Basis Vrij), home insurance (Opstalverzekering for buildings and Inboedelverzekering for contents), vehicle insurance (Autoverzekering, Motorverzekering), travel insurance (Kortlopende and Doorlopende Reisverzekering), and various other insurance products. FBTO operates on a build-your-own insurance model where customers choose a base product and add optional modules to customize coverage. The company also offers supplementary health modules (Tand, Zorgtools, Blijmakers) and specialized packages for self-employed professionals (ZZP-verzekeringen). FBTO is part of the Achmea group.

Differentiator

Problem solved

Functional benefit

Brands

• FBTO: Dutch insurance brand offering health, auto, travel, home, and personal insurance products with a 'jij kiest' (you choose) self-service model.

Products and services

• Zorgverzekering Basis (Basic Health Insurance) FBTO's most affordable health insurance plan covering basic healthcare with contracted healthcare providers. Monthly premium for 2026 is €148.75. Designed for Dutch consumers seeking mandatory basic health coverage at the lowest price point.
• Zorgverzekering Basis Plus (Basic Health Insurance Plus) Health insurance with a wide choice of contracted healthcare providers. Monthly premium for 2026 is €159.25. Targets consumers who want broader provider network access beyond the basic plan.
• Zorgverzekering Basis Vrij (Basic Health Insurance Freedom) Premium health insurance with mostly free choice of healthcare providers, with or without contracts. Monthly premium for 2026 is €167.95. Designed for consumers who want maximum provider freedom.
• Autoverzekering (Car Insurance) Car insurance with multiple coverage options and customizable modules including roadside assistance. For Dutch car owners seeking flexible auto coverage.
• Motorverzekering (Motorcycle Insurance) Motorcycle insurance available in three tiers: WA (liability), WA-Plus (including theft), and WA-Casco (comprehensive). Optional modules include roadside assistance, passenger insurance, and legal assistance.
• Kortlopende Reisverzekering (Short-trip Travel Insurance) Travel insurance for a single trip or short holiday, covering luggage, personal assistance, and travel documents with optional modules. Designed for occasional travelers.
• Doorlopende Reisverzekering (Annual Travel Insurance) Annual travel insurance covering all trips throughout the year, more cost-effective for frequent travelers.
• Opstalverzekering (Home Building Insurance) Insurance for damage to the structure of the home. Available as basic or extended version with options for glass, all-risk, and choice of repair contractor. For Dutch homeowners.
• Inboedelverzekering (Home Contents Insurance) Insurance for personal belongings in and around the home. Available as basic or extended version with options for all-risk and theft plus coverage. For renters and homeowners.
• Buitenhuisverzekering (Outside Home Insurance) Insurance for belongings outside the home. Standalone product for protecting items carried or used away from the residence.
• Ongevallenverzekering (Accident Insurance) Insurance providing a payout if the insured becomes permanently disabled or dies due to an accident, with worldwide coverage. No deductible. Covers accidents at home, in traffic, or elsewhere.
• Rechtsbijstandverzekering (Legal Expenses Insurance) Insurance for legal assistance and advice, covering various legal matters including traffic-related disputes. For consumers facing potential legal conflicts requiring professional support.
• Aansprakelijkheidsverzekering (Liability Insurance) Insurance covering damage caused to others for which the insured is legally liable. For individuals seeking protection against third-party claims.
• Overlijdensrisicoverzekering (Life Insurance) Insurance providing a payout to next of kin in case of death. For individuals seeking financial protection for their families.
• Bootverzekering (Boat Insurance) Insurance for boats and watercraft. For Dutch boat owners seeking hull and liability coverage.
• Aanhangwagenverzekering (Trailer Insurance) Insurance for trailers. For Dutch consumers owning trailers requiring dedicated coverage.
• Fietsverzekering (Bicycle Insurance) Insurance for bicycles. For Dutch bicycle owners seeking theft and damage coverage.
• ZZP-verzekeringen (Self-Employed Insurance Package) Insurance package designed specifically for self-employed professionals (ZZP'ers), combining business liability coverage with personal insurance needs.

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• AwinminorGTM or Marketing PartnerFBTO operates its affiliate program through the Awin network. Partners can sign up through Awin to promote FBTO insurance products (both health and non-life insurance) and earn commissions for each new policy sold.
• AchmeacoreOthersFBTO is a brand under Achmea, one of the largest insurance companies in the Netherlands. As part of Achmea, FBTO benefits from the parent's financial stability, infrastructure, and brand reputation while operating with its own customer-focused positioning.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Inshared: Dutch direct-to-consumer digital insurer offering a similar modular "you choose" multi-line personal insurance model (auto, home, travel) with a transparent online-only value proposition. Most comparable because of DTC-only positioning and customer choice-led product design.
• Centraal Beheer: Sister brand under Achmea offering direct-to-consumer insurance across personal lines; competes directly with FBTO across auto, home, travel and acts as an internal benchmark within the same parent group for digital insurance performance.
• Interpolis: Achmea sibling brand operating in the Dutch personal insurance market with a "all-in-one" family-focused value proposition; a close peer because it shares Achmea's infrastructure while pursuing a distinct direct Dutch consumer positioning.
• OHRA: Dutch direct insurer (now part of a.s.r.) offering health, auto, home, travel, and liability products through an online-first D2C channel. Comparable to FBTO in its multi-line direct distribution model and Dutch market focus.
• Zilveren Kruis: Largest Dutch health insurer and another Achmea brand; directly comparable to FBTO's Zorgverzekering line, sharing parent infrastructure while competing in the annual Dutch basic health insurance switching cycle.
• VGZ: One of the four large Dutch basic health insurers and a direct competitor in the annual health switching season; comparable to FBTO on the zorgverzekering line, though FBTO has a broader P&C mix.
• Univé: Dutch cooperative insurer offering personal lines including health, auto, home, and travel with a regionally anchored brand; comparable to FBTO as a Dutch multi-line personal insurer targeting households and individuals.

Broad incumbents

• a.s.r. Large Dutch insurance group covering life, non-life, health and pensions through multiple brands including OHRA. Broad incumbent overlap with FBTO's lines of business and Dutch footprint.
• NN Group: Major Dutch insurance group with Nationale-Nederlanden and other brands spanning life, pension, and P&C; comparable as a broad Dutch incumbent offering overlapping personal and health insurance coverage.

Others

• Independer: Dutch insurance comparison platform that aggregates personal insurance products (health, auto, home) and competes with FBTO's D2C channel on price transparency and switching behavior, even though it is not an insurer itself.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fbto
• Facebookfacebook.com/FBTO
• LinkedInlinkedin.com/company/fbto

Revenue estimate

Valuation estimate

Number of profiles

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 FBTO