AllUnited

What AllUnited does

AllUnited B.V. is a Netherlands-based SaaS provider of an all-in-one club and association management platform, founded in 2002 and headquartered in Noordwijk with an 11–50 person team. The company serves more than 2,500 Dutch communities — predominantly amateur sports clubs — and integrates with 31 national sports federations (including KNVB, KNHB, KNCB, KNLTB, KNGU, KNSB and KNBB) for automated member data exchange. Operationally it runs as a private limited company (AllUnited B.V.) led by co-managing directors Hugo de Bruijne and Dirk Teeuwen, distributing product through subscription SaaS licenses, mobile applications, and referral partnerships with national federations.

The platform is a browser-accessible cloud SaaS system backed by mobile applications (ClubApp on iOS and Android, 4.1★ from 6,250+ reviews) and a modular architecture. Core technical components include a centralized member and relationship database, integrated bookkeeping with Dutch-bank reconciliation through IbanXS, an iDEAL payment layer routed through Mollie, Pay.nl and Rabobank, a court/facility reservation engine that drives LED lighting systems (Meshlink, Lumosa, AAA-Lux, Phillips Ralph, Firefly) via API, federation-specific data-synchronization endpoints, and GDPR-compliant hosting with daily offsite backups. The product surface spans member administration, accounting, invoicing, club websites, competition management, attendance, lessons, tasks, events, SMS, newsletter, VOG certificate tracking, digital signing, and federation communication via a separate BondsApp sub-brand. Customer Care is operated on Freshdesk.

AllUnited monetizes through (1) modular annual SaaS subscriptions tiered by community size and selected modules (the <300, 300–750, 750–1,500 and 1,500+ member tiers), (2) freemium conversion from ClubApp Start (free) into Plus and Premium paid tiers, (3) usage-based SMS fees at €0.11 per message, (4) transaction-based iDEAL booking fees routed through payment providers, and (5) professional services ('Extra services') covering temporary administrative support, treasury assistance, and board training. The go-to-market is product-led via the corporate website with interactive demos and free trials, supplemented by referrals from 31 partner federations and an active Dutch-language content/SEO marketing engine targeting club-management, financial-administration, and volunteer-coordination queries. The customer book is dispersed across roughly 2,500 SMB sports and community organizations with a small emerging enterprise book anchored by national federation contracts such as KNCB.

Name

AllUnited

Legal name

AllUnited B.V.

Website

https://allunited.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

AllUnited B.V. is a Dutch SaaS provider of an all-in-one club and association management platform serving 2,500+ sports clubs, federations, and communities in the Netherlands with integrated member administration, accounting, mobile engagement, and federation data sync via 31 partner bonds.

Ownership category

akta.pro rank

Headquarters

HQ city

Noordwijk

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription SaaS Licenses (Module-based): AllUnited sells modular SaaS subscriptions for club management, with multiple tiers and optional add-on modules. Customers select a base package and can expand with additional modules (ClubApp tiers, booking, lessons, competition, SMS, VOG, etc.). Pricing scales by community size (number of members) and selected modules.
2. ClubApp Tiers: ClubApp Start is free (informational features). ClubApp Plus and ClubApp Premium are paid tiers with interactive features including the Tasks module. The free tier serves as a lead-generation funnel into paid upgrades.
3. iDEAL and Payment Processing: Payment processing fees are routed through Mollie, Pay.nl, and Rabobank iDEAL integrations. Automated refunds on cancellations are handled through the same payment providers. Revenue is partially derived from transaction fees on paid court/field reservations.
4. SMS Module: SMS messaging to members at €0.11 per message, used for volunteer shift reminders, bardiensten, and urgent club communications.
5. Professional Services (Extra Services / Training): Additional paid services include temporary administrative support for membership, invoicing, and financial processing; treasury/financial planning assistance; and training/education for boards. These services are offered as 'Extra services' for clubs needing extra capacity.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

AllUnited sells a modular, cloud-based all-in-one SaaS management platform for clubs, sports associations, foundations, federations and communities in the Netherlands. The core offering combines member administration, integrated accounting and invoicing, a club website builder, and the ClubApp mobile application (iOS/Android) with optional modules for court/facility booking with iDEAL payments, volunteer scheduling, competition management, digital attendance, lessons planning, events, VOG background checks, SMS messaging and federation-to-club communication.

Product overview

AllUnited is an all-in-one club and association management platform designed for sports clubs, foundations, federations, and communities in the Netherlands. The platform operates as a modular system combining a core management platform with specialized modules. The core offerings include Ledenadministratie (Member Administration) for relationship and membership management, Boekhouding (Accounting) for financial administration, and the ClubApp mobile application available in Start, Start Tennis, Plus, and Premium tiers. Additional modules include Reserveren for court/facility booking, Facturatie for invoicing, Dienstenplanner and Takenmodule for volunteer scheduling, Competities for competition management, Evenementen for event management, Digitale presentie for attendance tracking, Lessen for lesson management, iDEAL and Automatische bankkoppeling for payments, SMS and Nieuwsbrief for communications, VOG for background checks, BondsApp for federation communication, and Clubwebsite for digital presence. The platform integrates with major Dutch sports federations (KNVB, KNHB, KNCB, KNLTB) and supports OMNI-verenigingen with multiple sports under one roof.

Differentiator

Problem solved

Functional benefit

Brands

• ClubApp: Mobile application for community communication, event management, and member engagement
• BondsApp
• ClubManager

Products and services

• ClubManager Pakket (ClubManager Package) Complete all-in-one SaaS management package combining member administration, accounting, club website, and ClubApp with optional modules, designed for sports clubs, foundations, federations and communities in the Netherlands.
• Ledenadministratie (Member Administration) Online member and relationship management system enabling clubs to centralize member data, registrations, communications and family relationships, with automated synchronization to 31 national Dutch sports federations.
• Boekhouding (Accounting) Integrated bookkeeping software for associations managing invoicing, payments, automatic bank connections (via IbanXS) and financial reporting.
• Facturatie (Invoicing) Invoice management module supporting multiple sports, pro-rata calculations, variable hourly rates, attendance-based billing, installment options and automated reminders.
• Reserveren (Reservation Module) Digital court and facility booking system supporting free and paid reservations, iDEAL payment processing via Mollie/Pay.nl/Rabobank, QR-code check-in, introducé management, automatic refunds on cancellation, and LED lighting integration.
• Dienstenplanner (Services Planner) Volunteer and bar service scheduling module with statistics, point systems and compliance monitoring for distributing mandatory duties fairly across members.
• Takenmodule (Tasks Module) Module for organizing small volunteer tasks, allowing task creation, assignment to moments or roles, and volunteer self-signup with interests and requirements matching.
• Competitie (Competition Module) Competition management module for team and player registration, match scheduling, digital match forms (DWF), live score and standings updates with synchronization to national federations.
• Digitale presentie (Digital Attendance) Digital attendance registration system for training sessions, lessons, events and competitions, enabling members to RSVP via ClubApp and giving trainers real-time visibility into expected attendance.
• Lessen (Lessons Module) Lesson planning and management module with group enrollment, payment integration, trainer assignment, attendance integration, repeat scheduling, and lesson reporting.
• Evenementen (Events Module) Event management module covering registration, payments, communication, attendance tracking and evaluation for club events.
• iDEAL Payment Module Standalone iDEAL payment module supporting payment processing via Mollie, Pay.nl and Rabobank for clubs that need paid payments without the full accounting module.
• Automatische bankkoppeling (Automatic Bank Connection) Module providing automatic bank statement download and transaction processing via the IbanXS partnership (DNB-licensed), with automatic categorization and a suspense account for manual assignment.
• Digitale ledenpas (Digital Membership Card) Digital membership card delivered through the ClubApp smartphone app, customizable to the organization's branding and available as an eco-friendly alternative to physical cards.
• SMS Module SMS messaging module for targeted member communication at €0.11 per message, used for volunteer shift reminders, bar service reminders and urgent club communications.
• Nieuwsbrief (Newsletter Module) Digital newsletter module integrated with the website module, enabling personalized email communications to members and groups with agenda items tailored to the recipient.
• VOG (Certificate of Conduct) Module Background check administration module for managing Certificates of Conduct (VOGs), with expiry tracking and automatic renewal reminders to support child protection and social safety.
• Ledenportaal (Member Portal) Self-service portal where members can view and update their own data, access invoices and manage personal preferences through the web platform.
• Clubwebsite (Club Website Module) Website builder module integrated with member administration for seamless management of the club's digital presence and content publishing.
• Digitaal ondertekenen (Digital Signing) Module for digital signing of direct debit mandates and other documents during member registration, eliminating manual paperwork.
• ClubApp (Mobile Application) Native mobile app (iOS/Android) for clubs and communities that centralizes news feeds, push notifications, club agenda, member directory, group management, polls, digital membership cards, task management and QR-code booking/check-in; available in free Start, Plus and Premium tiers.
• BondsApp Communication platform for sports federations (bonden) to centralize communication between the federation and member clubs.
• Extra Services Professional services including temporary administrative support, contribution collection, financial processing, treasury/financial planning assistance and annual report preparation for clubs needing extra capacity.

Quantifiable outcome

• A sports club with 800 members improved attendance at training and events by 20% after implementing the digital attendance module.
• +2 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature11 records

Partnerships

Eleven partnerships are on record, tiered core.

• KNVB (Koninklijke Nederlandse Voetbalbond)coreTechnology or IntegrationAllUnited integrates with the KNVB for competition data and standings (via Dataservice), enabling football clubs to automatically pull match data and league tables into their ClubApp and website. No direct member data exchange with KNVB.
• KNHB (Koninklijke Nederlandse Hockeybond)coreTechnology or IntegrationFull automatic data exchange with KNHB for member registration and competition management. Hockey clubs connected to KNHB through AllUnited can automatically sync member data and competition information.
• KNCB (Koninklijke Nederlandse Cricket Bond)coreTechnology or IntegrationFull automatic data exchange with KNCB. AllUnited's Unify system used by KNCB for member registration, communication, ClubApp, payment modules, and query reporting. KNCB recently migrated to an AllUnited-developed federation application.
• KNLTB (Koninklijke Nederlandse Lawn Tennis Bond)coreTechnology or IntegrationIntegration with KNLTB for Meet & Play (non-member booking) and digital competition management. Clubs using AllUnited can offer KNLTB Meet & Play alongside the ClubApp's paid booking features.
• KNVGU Gymnastiek (KNGU)coreTechnology or IntegrationAllUnited connected to KNGU for automatic member synchronization and competition management for gymnastics clubs.
• KNSB (Koninklijke Nederlandse Schaatsbond)coreTechnology or IntegrationAllUnited connected to KNSB for automatic member synchronization and competition management for speed skating and other ice sports.
• KNBB (Billiards)coreTechnology or IntegrationAllUnited connected to KNBB for automatic member synchronization and competition management for billiards clubs.
• KNGU Gymnastiek, KNHB Hockey, KNCB Cricket, KNVB Football and 27 additional federations (AFBN, Atletiekunie, FNRS, Gehandicaptensport Nederland, Holland Surfing Association, Imkers Nederland, IJshockey Nederland, Karate Do Bond, Kegelbond, Koninklijke Nederlandse Dam Bond, KNSDB Doven, NADB, NAJK, NFB Frisbee, NIOBB Bowls, NLFB, NPSA, NTFU Fietsen, Rugby Nederland, Algemene Nederlandse Sjoelbond, SFN Skateboard, Transfit, Taekwondobond Nederland, Nederlandse Go Bond)coreTechnology or Integration31 national sports federations in the Netherlands are connected to AllUnited's platform, enabling automated member data exchange and competition management across a wide variety of sports including athletics, horse riding, disabled sports, surfing, beekeeping, ice hockey, karate, bowls, frisbee, cycling, rugby, shuffleboard, skateboarding, taekwondo, and Go.
• IbanXScoreTechnology or IntegrationAllUnited partners with IbanXS for automatic bank statement downloading and transaction processing. IbanXS is officially registered and licensed by DNB (De Nederlandsche Bank), ensuring secure and compliant financial data exchange with Dutch banks. This enables real-time bank reconciliation within AllUnited's accounting module.
• MolliecoreTechnology or IntegrationPayment processing provider for iDEAL transactions within the booking/reservation module. Mollie handles paid court reservations and provides automatic refunds on cancellations. Used alongside Pay.nl and Rabobank iDEAL.
• Freshdesk (Customer Care Center)coreTechnology or IntegrationAllUnited powers its Customer Care Center with Freshdesk, providing ticket-based support for customers. Support tickets route directly to the appropriate team, with highest-priority tickets (outages) triggering personal notifications to multiple team members.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Vereon: German-speaking club and association management software serving sports clubs, federations, and associations in Germany, Austria, and Switzerland. Closest European geographic peer with comparable product scope.

Broad incumbents

• Wild Apricot: Established association management SaaS platform serving clubs, associations, and nonprofits globally. Broader geographic reach and association-focused but less sports-specific depth than AllUnited.
• SportsEngine: Major US sports management platform owned by NBC Sports Next, offering registration, websites, communication, and tournament tools for youth and amateur sports. Larger scale and broader scope than AllUnited but overlaps in core club management use cases.
• Moneybird: Dutch accounting SaaS serving SMBs and small organizations in the Netherlands. Competes with AllUnited's accounting/bookkeeping module for Dutch SMB customers, though Moneybird is not sports-specific.

Direct peers

• Jersey Watch: Sports team and league management software offering registration, scheduling, communication, and website tools for amateur sports organizations. Directly comparable offering to AllUnited in the team management category.
• ClubCollect: Dutch club management platform offering membership administration, payment collection, and communication tools for sports clubs and associations. Direct competitor to AllUnited in the Netherlands with overlapping customer base and functionality.
• Heja: Nordic-origin sports team communication and management app used by amateur clubs for scheduling, messaging, and member coordination. Comparable mobile-first sports club focus to AllUnited's ClubApp product.
• ZenPlanner: Fitness and gym membership management SaaS offering member management, billing, scheduling, and communications. Similar business model targeting member-based organizations with subscription and billing complexity.
• TeamSnap: US-based sports team management platform providing scheduling, communication, registration, and payments for sports clubs and teams. Comparable product functionality for amateur sports organizations but US-centric market focus.

Emerging players

• Playmetrics: US-based youth sports club management platform offering registration, payments, communication, and team management. Overlapping customer base of amateur sports clubs but operates in a different geography.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/allunited-b-v-
• Facebookfacebook.com/about

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 AllUnited