New Heroes
New Heroes Academy is a Dutch online L&D platform, part of Schouten Company, delivering behavioral-change training through 130+ soft-skills and leadership courses via subscription, self-serve purchase, incompany programs and custom Maatwerk learning for Dutch organizations and consumers.
- Company typePrivate
- Founded2015
- HeadquartersZaltbommel, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What New Heroes does
New Heroes Academy B.V. is a Dutch online learning and development platform, headquartered in Zaltbommel, Netherlands, and operating as a subsidiary of Schouten Company, which brings over 40 years of training-industry heritage. The company delivers behavioral-change training rather than pure knowledge transfer, with a catalog of more than 130 soft-skills, leadership and communication courses marketed to both organizations and individual consumers. The product stack is modular: Speedlearnings (5–15 minute micro-modules), Deeplearnings (multi-chapter instructor-guided courses with weekly Q&A and 1-on-1 sessions), an unlimited subscription tier at €18.95/month, individual courses priced €59.99–€799, incompany training programs, fully custom Maatwerk learning development, and a dedicated Business Coach service that advises each organizational customer on learning design and activation.
The underlying technology is a self-serve online LMS (my.newheroes.com) offering 24/7 access, chapter-based content with interactive assignments, discussion forums, Q&A sessions and 1-on-1 coaching booking, with no disclosed APIs, AI-driven personalization or integrations. NRTO Keurmerk certification and EN/NIRPA/SKJ accreditations on multiple courses (NLP, CBT, Excel, Time Management, Change Management) provide regulatory legitimacy in the Dutch L&D market. GDPR-compliant data handling with EU-resident storage is documented.
Go-to-market is hybrid: direct enterprise sales for incompany and Maatwerk deals (with a 'koffie drinken' consultative entry point and Business Coach handoff), plus self-serve consumer purchase of courses and subscriptions. Named customer logos span Dutch municipalities (Gemeente Goeree-Overflakkee, Gemeente Huizen) and recruitment firms (Keser), with 280+ organizations and 115,000+ course participants served to date. Revenue mix spans recurring subscriptions, one-time course purchases, project-based incompany training and advisory services. No external funding rounds, M&A activity or public financials have been disclosed; the legal entity operates as New Heroes Academy B.V. with a related entity, New Heroes Europe B.V., held under the Schouten Company group.
New Heroes firmographics
Firmographics- Name
- New Heroes
- Legal name
- New Heroes Academy B.V.
- Website
- https://newheroes.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New Heroes Academy is a Dutch online L&D platform, part of Schouten Company, delivering behavioral-change training through 130+ soft-skills and leadership courses via subscription, self-serve purchase, incompany programs and custom Maatwerk learning for Dutch organizations and consumers.
- Ownership category
- akta.pro rank
New Heroes industry classification
Industry- Product category
- Online Learning and Professional Development
- NAICS
- Professional and Management Development Training (611430)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Stakeholder, Communication & Change Management (EDABAHAF)
- akta.pro secondary industries
- Leadership, Character Education & Values Development (EDAMAIAG), Corporate Learning & Training Content Development (EDAGAKAC)
Keywords
Where New Heroes is headquartered
LocationHeadquarters
- HQ city
- Zaltbommel
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
New Heroes business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Unlimited E-learning Subscription: Monthly or annual subscription providing unlimited access to the full e-learning catalog. Priced at €18.95/month for individuals, offering continuous learning with modules on soft and hard skills.
- Individual Self-study Courses: One-time purchase of specific courses with prices ranging from €59.99 to €799. Includes self-study options, self-study with personal coaching, or subscription with coaching. Payment can be made in one payment or six equal monthly installments.
- Incompany Training: Customized on-site training programs delivered at client organizations. Pricing is upon request and tailored to organizational needs and scale.
- Business Coaching Services: Personal guidance from a dedicated Business Coach to help organizations maximize impact with New Heroes Academy, including needs inventory, solution advising, and ongoing support throughout the learning journey.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Unlimited e-learning subscription for continuous learning access |
| One time/ perpetual license | Monthly | Individual course purchases with various support levels |
| Hybrid | Monthly | Payment flexibility with installment options |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
New Heroes product offering
Product offeringCore offering
New Heroes Academy operates a Dutch online learning and development platform offering more than 130 courses focused on behavioral change in personal strength, leadership, and communication soft skills. The company delivers learning through self-study courses, instructor-guided deeplearnings, microlearning speedlearnings, an unlimited subscription catalog, dedicated Business Coach services, and fully customized incompany training programs for organizations.
Product overview
New Heroes Academy is a Dutch online learning and development platform operated by New Heroes Europe B.V., focused on behavioral change training for organizations and individuals. The platform operates as a modular system with multiple product tiers: (1) the core New Heroes Academy platform providing course delivery and learning management; (2) the Unlimited Learning Abonnement subscription offering unlimited access to the full e-learning catalog for €18.95/month; (3) Speedlearnings as short 5-15 minute microlearning modules; (4) Deeplearnings as comprehensive instructor-guided courses with Q&A sessions and 1-on-1 coaching; (5) Business Coach service providing personalized advisory throughout training programs; and (6) Maatwerk custom development for organization-specific training solutions. The portfolio includes over 25 self-study deeplearning courses (e.g., AI Literacy, Assertiveness, Leadership, Communication, CBT, NLP, Change Management, Excel) and 15+ incompany training programs, all emphasizing practical application and workplace behavior change rather than passive content consumption.
Differentiator
Problem solved
Functional benefit
Products and services
- New Heroes Academy Platform
Quantifiable outcome
- 280+ organizations helped with behavioral change programs
- +3 more outcomes
Companies that use New Heroes
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
New Heroes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
New Heroes partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Schouten CompanycoreNew Heroes Academy is part of Schouten Company, a training and development organization with 40+ years of experience. This partnership provides New Heroes with extensive experience in behavioral change training and a established presence in the Dutch learning and development market.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
New Heroes competitors and assessment
Company assessmentDirect peers
- GoodHabitz: GoodHabitz is a Dutch-founded e-learning platform offering soft-skill and professional training courses to businesses and consumers across Europe. It is the most direct competitor to New Heroes Academy, with a similar subscription model, broad course catalog, and B2B/B2C hybrid go-to-market focused on behavior change and skills development.
- Springest: Springest is a Dutch comparison and marketplace platform for training and education, helping professionals and organizations find and compare courses and providers. It competes for the same Dutch HR/L&D budget as New Heroes Academy and serves overlapping buyer personas.
- Schouten & Nelissen: Schouten & Nelissen is a Dutch training and coaching provider, part of the broader Schouten group, focused on personal development, leadership, and behavioral change programs. It is highly comparable to New Heroes Academy in target customer, methodology, and course portfolio, and likely a sister entity within the same corporate parent.
- IMC (International Marketing Center): IMC is a Dutch training provider specializing in marketing, communication, and business courses for professionals, with strong B2B and government-sector presence. It competes for overlapping Dutch professional development budgets and shares New Heroes' positioning around practical, applied skill development.
- Beeckestijn Business School: Beeckestijn is a Dutch business school offering post-HBO marketing, communication, and data-driven marketing programs plus corporate incompany training. It is comparable to New Heroes Academy in Dutch market focus, soft-skill/business curriculum, and B2B corporate training delivery model.
Broad incumbents
- NCOI Groep: NCOI is one of the largest private education groups in the Netherlands, offering accredited degree programs, vocational training, and corporate learning solutions. It competes for Dutch professional development budgets with broader portfolio reach and stronger brand recognition than New Heroes Academy.
- Skillsoft: Skillsoft is a global corporate learning and talent management platform offering content, virtual classrooms, and leadership development across thousands of enterprise customers. It is a much larger incumbent serving overlapping enterprise L&D buyers with broader content breadth and deeper technology infrastructure.
- LinkedIn Learning: LinkedIn Learning (formerly Lynda.com) is a global online learning platform offering thousands of courses across business, creative, and technology skills, sold via LinkedIn's enterprise sales motion. It competes for the same HR/L&D budgets as New Heroes Academy with massive content scale and integrated professional graph data.
- Coursera for Business: Coursera for Business partners with universities and companies to deliver online courses, certificates, and degree programs to enterprise workforces globally. It serves overlapping buyer personas (HR, L&D) with content breadth, university brand credibility, and AI/tech credentials that Dutch employers increasingly demand.
- Udemy Business: Udemy Business is a global online learning subscription product aimed at organizations, offering tens of thousands of courses across technical, business, and soft-skill categories. It is a relevant competitor for the same Dutch HR/L&D wallet, differentiated by much greater content variety and international reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
New Heroes social profiles
Digital presenceNew Heroes compliance and trust
Trust signalCompliance4 records
New Heroes financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Heroes leadership team
Management profileNumber of profiles
New Heroes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Heroes 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 New Heroes
What does New Heroes do?
New Heroes Academy operates a Dutch online learning and development platform offering more than 130 courses focused on behavioral change in personal strength, leadership, and communication soft skills. The company delivers learning through self-study courses, instructor-guided deeplearnings, microlearning speedlearnings, an unlimited subscription catalog, dedicated Business Coach services, and fully customized incompany training programs for organizations.
Is New Heroes a public or private company?
New Heroes is a private company. It is classified as corporate owned and is currently operating.
When was New Heroes founded?
New Heroes was founded in 2015. It employs 11 to 50 people.
Where is New Heroes based?
New Heroes is headquartered in Zaltbommel, Netherlands, in the Europe region.
How does New Heroes make money?
Four revenue lines are on record. Unlimited E-learning Subscription is the primary driver. The others are individual Self-study Courses, incompany Training and business Coaching Services.
Who are New Heroes's main competitors?
Direct peers on record are GoodHabitz, Springest, Schouten & Nelissen, IMC (International Marketing Center) and Beeckestijn Business School. Broad incumbents are NCOI Groep, Skillsoft, LinkedIn Learning, Coursera for Business and Udemy Business.
Does New Heroes have an API?
No public API is recorded for New Heroes.
What industry is New Heroes in?
New Heroes's product category is Online Learning and Professional Development. Its primary akta.pro industry code is EDABAHAF, Stakeholder, Communication & Change Management, with a secondary code of EDAMAIAG, Leadership, Character Education & Values Development. Its NAICS code is 611430 and its SIC code is 8200.