ALFAM Consumer Credit

What ALFAM Consumer Credit does

ALFAM Consumer Credit is the consumer and small-business lending arm operated under Alfam Holding N.V., a private Dutch company headquartered in Bunnik (Utrecht) and active since 1981. The group extends personal loans, green/sustainable loans, financial advisory-anchored credit solutions, and (until April 2022) financial lease products to Dutch private customers and small businesses, distributed exclusively through a nationwide network of AFM-licensed financial intermediaries (assurance intermediaries, financial advisors, credit brokers) plus direct brand websites. Customer-facing operations run through multiple specialized brands — Defam for general consumer credit, GreenLoans (trading name of Defam) for sustainable home investments, Credivance (merged into Defam in October 2017) for mortgage-related credit, Alpha Credit Nederland for personal loans, and ABN AMRO Kredieten for the parent bank's personal-loan offerings — all registered with the BKR credit registry and operating under AFM license nr. 12045128 and the VFN Gedragscode.

The underlying platform provides automated loan processing, risk assessment, and regulatory compliance workflows (responsible-lending norms, suitability assessments, cookie-consent management via Cookiebot, and a HackerOne-based vulnerability disclosure program) shared across the brand portfolio. Revenue is generated primarily through interest income on personal loans and credit products extended to Dutch consumers and small businesses, with a secondary stream from credit intermediation fees paid by partner intermediaries for the administrative and financial processing of loans originated through their network. Pricing is not publicly disclosed and is set on a per-customer basis following AFM-aligned suitability assessment.

Until November 25, 2025, Alfam was a wholly-owned subsidiary of ABN AMRO Bank N.V., which announced on that date an agreement to sell 100% of Alfam Holding to Rabobank. The Dutch Authority for Consumers & Markets (ACM) approved the acquisition on June 29, 2026, with ABN AMRO set to continue offering personal loans via a third-party arrangement with Rabobank. Following completion, Alfam's distribution scale, product set, and regulatory perimeter are expected to be absorbed into Rabobank's retail banking franchise.

Name

ALFAM Consumer Credit

Legal name

Alfam Holding N.V.

Website

https://alfam.nl

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

101–250 employees

Short description

ALFAM Consumer Credit is a Dutch consumer and small-business lender, active since 1981 and operating as a wholly-owned subsidiary of ABN AMRO pending sale to Rabobank. It extends personal and green loans through the Defam and GreenLoans brands via a nationwide network of AFM-licensed financial intermediaries.

Ownership category

akta.pro rank

Product category

Consumer Lending

NAICS

Consumer Lending (522291), Nondepository Credit Intermediation (5222), Sales Financing (52222)

SIC

Personal Credit Institutions (6141), Loan Brokers (6163)

akta.pro primary industry

Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)

akta.pro secondary industries

Balance Transfer & Credit Card Refinance Loans (FSAKAIAA), Consumer Credit Counseling & Budgeting (FSAEAFAA)

Keywords

• Consumer credit services
• Personal loans
• Green financing
• Credit intermediation
• Responsible lending

Headquarters

HQ city

Bunnik

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Lending Interest: Alfam generates revenue primarily through interest income on personal loans and credit products extended to consumers and small businesses in the Netherlands. As one of the largest Dutch credit providers, they offer consumer loans through brands including Defam, GreenLoans, and ABN AMRO Kredieten.
2. Credit Intermediation: Alfam provides administrative and financial processing for loans originated through their partner intermediary network, earning fees for credit intermediation services.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

ALFAM Consumer Credit provides consumer credit, personal loans and financial advisory services in the Netherlands through its brands Defam (general consumer credit) and GreenLoans (sustainable/green loans for homeowners). The company originates and administers loans, distributing them exclusively through a nationwide network of AFM-licensed financial intermediaries (assurance intermediaries, financial advisors, and credit brokers) who provide personalized advice to private customers and small businesses.

Product overview

Alfam Consumer Credit operates as a multi-brand consumer lending platform under Alfam Holding N.V., a 100% subsidiary of ABN AMRO. The company provides personal loans and credit solutions through two primary customer-facing brands: Defam (consumer credit) and GreenLoans (green/sustainable loans). Defam serves the broader consumer credit market through financial intermediaries with AFM licenses, while GreenLoans specifically targets homeowners seeking sustainable financing. A third brand, Credivance, was merged into Defam in 2017. A former financial lease brand (ACN) operated until April 2022. The company distributes through a nationwide network of financial intermediaries rather than direct-to-consumer digital channels.

Differentiator

Problem solved

Functional benefit

Brands

• Defam: Consumptive credit brand working with insurance intermediaries, financial advisors, and credit brokers to provide private customers with appropriate advice.
• GreenLoans

Products and services

• Defam Consumer Credit

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Autoriteit Financiële Markten (AFM)coreOthersThe AFM is the Dutch financial markets authority that supervises Alfam's operations. Alfam holds a credit intermediation license (nr. 12045128) from the AFM and works within regulatory frameworks established by this authority.
• Vereniging van Financieringsondernemingen (VFN)coreOthersAlfam is a member of the VFN (Association of Financing Enterprises in the Netherlands) and operates according to the VFN Code of Conduct. The VFN establishes annual lending standards and norms that Alfam applies in its acceptance policies.
• Klachteninstituut Financiële Dienstverlening (Kifid)minorOthersKifid is the independent dispute resolution institute for financial services in the Netherlands. Alfam is registered with Kifid, allowing customers to file complaints about Alfam's services through this body within 3 months of the company's response.
• Defam B.V.coreOthersDefam B.V. is a primary operating brand of Alfam Consumer Credit, offering consumer credit and loans. GreenLoans operates as a trading name of Defam B.V. Alfam provides administrative and financial processing for all loans originated through Defam.
• Bureau Krediet Registratie (BKR)minorOthersBKR maintains credit registration records for all borrowers in the Netherlands. Alfam registers all loans with BKR as part of responsible lending practices. Customers can file complaints about BKR registrations with Kifid's Disputes Committee.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Freo: Freo is the Dutch consumer credit brand of BNP Paribas Personal Finance, offering personal loans to Dutch consumers through a similar intermediary-driven model. It is one of the closest direct competitors to Alfam/Defam in the Dutch personal loan market.
• Santander Consumer Finance Benelux: Santander Consumer Finance operates consumer credit and personal loan products in the Netherlands, directly competing with Alfam's Defam and ABN AMRO Kredieten brands for the same Dutch consumer borrowing use cases.
• Findio: Findio is a Dutch online credit intermediation platform that connects consumers with multiple lenders for personal loans, overlapping with Alfam's credit intermediation model and serving similar Dutch consumer loan demand.

Broad incumbents

• ING Bank N.V. ING is one of the largest Dutch banks offering personal loans as part of a broad retail banking franchise. While not a specialist consumer lender, ING competes with Alfam for Dutch personal loan demand and sets competitive benchmarks on rates and digital UX.
• Rabobank: Rabobank is one of the largest Dutch cooperative banks with a retail lending business, and is the acquirer of Alfam. It competes broadly in personal lending and is set to integrate Alfam's consumer credit business under its own franchise.
• ABN AMRO Bank N.V. ABN AMRO is the former 100% parent of Alfam and continues offering personal loans through a third-party arrangement with Rabobank. As a major Dutch retail bank, it is both historical owner and ongoing competitor in the Dutch consumer credit market.
• De Volksbank (SNS, ASN, RegioBank): De Volksbank operates Dutch retail banking brands (SNS, ASN, RegioBank) that offer personal loans and consumer credit products, making it a broader incumbent competing with Alfam for Dutch consumer borrowing demand.

Emerging players

• Independer: Independer is a Dutch financial product comparison platform that includes personal loans among its comparison categories. It overlaps with Alfam's intermediary-driven model by helping Dutch consumers compare and select loan products from multiple providers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/AlfamConsumerCredit
• LinkedInlinkedin.com/legal/cookie-policy
• Xx.com/AlfamNL

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 ALFAM Consumer Credit