Wij zijn Loek
WijZijnLoek is a Dutch advisory firm specializing exclusively in AOV (disability insurance) advice, founded in 2008 by Jos Besselink. It serves Dutch entrepreneurs directly and provides white-label AOV advisory and outsourcing services to assurance offices, accountants, bookkeepers, and insurance intermediaries.
- Company typePrivate
- Founded2008
- HeadquartersEindhoven, Netherlands
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Wij zijn Loek does
WijZijnLoek is a Dutch specialist advisory firm providing AOV (Arbeidsongeschiktheidsverzekering / disability insurance) advice. Founded by Jos Besselink and operating from Eindhoven, the firm has been active under transparent fixed-rate advisory pricing since 2008 and serves Dutch entrepreneurs directly. Its functional role is to address the well-documented problem that many Dutch self-employed business owners are unaware of their disability exposure or hold legacy policies that no longer fit their situation; WijZijnLoek provides policy selection advice, review of existing coverage, and ongoing maintenance to ensure appropriate — neither under- nor over-insured — protection.
The firm's product and technology stack centers on AOV-specific tooling rather than generalist insurance software. Proprietary capabilities include a portfolio movement analysis service for partners, a white-label compliance infrastructure configured under a partner's brand name, and website widget integrations that allow assurance offices, accountants, and intermediaries to embed AOV advisory flows into their own digital properties. The company describes its application process as the fastest in the Dutch market and supports both individual entrepreneurs (B2C) and a B2B partner channel spanning solo intermediaries to assurance offices with 50,000+ clients. A long-running product extension — the AOV Supportdesk — provides aftercare and claims-process assistance to policyholders, creating recurring touch points beyond initial placement.
WijZijnLoek monetizes through three streams: direct advisory fees from entrepreneurs for policy selection and review, managed-service fees from financial professionals (intermediaries, accountants, insurers) under outsourcing and white-label arrangements, and recurring subscription revenue from ongoing portfolio management and compliance services for partners. Pricing follows fixed transparent rates established since 2008 and is anchored to a value proposition that combines independent AOV expertise, preferential insurer relationships yielding better coverage and lower premiums, and white-label flexibility for partner brands. The firm is privately held, founder-led, bootstrapped (no funding rounds), and operates exclusively in the Netherlands with a small direct employee base of 1-10 staff.
Wij zijn Loek firmographics
Firmographics- Name
- Wij zijn Loek
- Legal name
- WijZijnLoek
- Website
- https://wijzijnloek.nl
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WijZijnLoek is a Dutch advisory firm specializing exclusively in AOV (disability insurance) advice, founded in 2008 by Jos Besselink. It serves Dutch entrepreneurs directly and provides white-label AOV advisory and outsourcing services to assurance offices, accountants, bookkeepers, and insurance intermediaries.
- Ownership category
- akta.pro rank
Wij zijn Loek industry classification
Industry- Product category
- Insurance Advisory Services
- NAICS
- Insurance Agencies and Brokerages (524210), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Group Disability Income Insurance (Employer-Sponsored) (FSAIAIAB)
- akta.pro secondary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where Wij zijn Loek is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Wij zijn Loek business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- AOV Advisory Services: Direct advisory fees charged to entrepreneurs for AOV consultation, portfolio analysis, and policy optimization. The company provides expert advice on selecting appropriate coverage levels—neither too little nor too much insurance.
- Partner/White-label Outsourcing: B2B fees from intermediaries, accountants, and insurers who outsource AOV advisory to WijZijnLoek. Services can be provided under the partner's name or as white-label solutions, supporting both small offices and large organizations with 5 to 50,000+ clients.
- Portfolio Management and Compliance Services: Ongoing policy maintenance and compliance services for partners with existing portfolios, ensuring policies remain optimal and compliant while generating recurring revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Fixed transparent advisory rates |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Wij zijn Loek product offering
Product offeringCore offering
WijZijnLoek provides specialized advisory and consulting services for AOV (Arbeidsongeschiktheidsverzekering) disability insurance in the Netherlands. The company serves two customer groups: Dutch entrepreneurs seeking direct AOV advice and policy reviews, and financial professionals (intermediaries, accountants, bookkeepers, insurers) who outsource AOV advisory through white-label or branded arrangements. Services include coverage selection, portfolio optimization, application processing, ongoing policy maintenance, and a support desk for policyholders who become disabled.
Product overview
WijZijnLoek is a specialized AOV (Arbeidsongeschiktheidsverzekering) advisory firm operating since 2008. The company offers a unified service portfolio centered on AOV advice for Dutch entrepreneurs and the professionals who serve them. Core offerings include direct AOV advisory for entrepreneurs seeking coverage advice, professional support services for intermediaries and accountants outsourcing AOV services, an AOV supportdesk for aftercare when policyholders become disabled, comparison tools (Vergelijkingskaarten) for risk assessment, and white-label collaboration arrangements. The company differentiates through negotiated insurer arrangements for better coverage and lower premiums, the fastest application process in the market, transparent fixed pricing since 2008, and ongoing policy maintenance services.
Differentiator
Problem solved
Functional benefit
Products and services
- AOV Advies voor Ondernemers Expert AOV (Arbeidsongeschiktheidsverzekering) advisory services for Dutch entrepreneurs, helping them assess risks, select appropriate coverage, review existing policies, and switch or adjust coverage to fit their current situation.
- AOV Advies voor Professionals Independent AOV expertise for intermediaries, accountants, bookkeepers, insurers, and other business partners who need to advise their entrepreneur clients on disability insurance but lack AOV as a core specialism.
- AOV Supportdesk Ongoing support desk for AOV policyholders, providing assistance when clients become disabled and need support with their claims process.
- White-label Samenwerking Full white-label AOV advisory service setup under the partner's brand name, including process configuration, compliance infrastructure, portfolio management, and integration with the partner's appearance and revenue model.
- Vergelijkingskaarten Comparison cards (Vergelijkingskaarten) helping entrepreneurs and advisors compare AOV risks and AOV Supportdesk options; available as downloadable PDFs from the WijZijnLoek downloads page.
Quantifiable outcome
- Fastest AOV application process in the market
- +2 more outcomes
Companies that use Wij zijn Loek
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Wij zijn Loek technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wij zijn Loek partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and major.
- Insurance Companies (Verzekeraars)coreWijZijnLoek has established preferential arrangements with nearly all insurance companies (verzekeraars) in the Netherlands, enabling them to offer better coverage and lower premiums than normally available. This network provides multiple entry points to find solutions for exceptional client situations.
- Assurantiekantoren (Assurance Offices)coreLarge assurance offices partner with WijZijnLoek to outsource AOV advisory services. These offices have existing client relationships but lack AOV specialism, making WijZijnLoek's expertise essential for serving entrepreneur clients properly.
- Accountants en Boekhouders (Accountants and Bookkeepers)majorAccounting professionals collaborate with WijZijnLoek to offer AOV advice to their entrepreneur clients. WijZijnLoek provides the specialism that accountants lack, enabling them to fulfill their advisory responsibility without needing deep AOV expertise.
- Tussenpersonen (Insurance Intermediaries/Brokers)coreInsurance brokers ranging from solo practitioners to large offices partner with WijZijnLoek through white-label arrangements or outsourcing. Supports offices with 5 to 50,000+ clients, offering scalable solutions adapted to each partner's needs.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wij zijn Loek competitors and assessment
Company assessmentBroad incumbents
- Marsh (Netherlands): Global risk and insurance broker operating in the Netherlands across commercial lines including specialty and benefits products. Comparable as a large incumbent broker serving Dutch enterprise and mid-market clients, but operates a broad portfolio rather than a disability-only specialty.
- Achmea: Largest Dutch insurance group offering AOV and group disability products through brands such as Centraal Beheer and Avero Achmea. Comparable as a primary counter-party and potential competitor in the Dutch AOV and SME-insurance segment WijZijnLoek serves.
- De Goudse Verzekeringen: Mid-size Dutch mutual insurer long focused on SME and professional-services segments, with significant AOV offerings for self-employed. Comparable as both a counter-party for WijZijnLoek's preferential arrangements and a competing distribution channel for Dutch AOV.
- ASR Nederland: Dutch insurance group with significant AOV and disability insurance offerings for self-employed and SME clients. Comparable as one of the preferential insurer partners WijZijnLoek works with and a competitor for Dutch entrepreneur AOV distribution.
- Nationale-Nederlanden (NN Group): Major Dutch insurer underwriting AOV products and selling through direct and broker channels. Comparable because NN is one of the insurers WijZijnLoek has preferential arrangements with and competes for the same Dutch entrepreneur segment, but at full-carrier scale rather than advisory scale.
- Aon (Netherlands): Global insurance and risk broker with a substantial Netherlands practice providing commercial insurance and employee-benefits advisory, including disability and group benefits lines. Overlaps with WijZijnLoek as a multi-line risk intermediary serving Dutch enterprises and intermediaries, though not specialized in AOV for self-employed.
- Willis Towers Watson (Netherlands): Global insurance, benefits, and risk-advisory firm active in the Netherlands with disability and employee-benefits practice. Comparable as a broad incumbent providing insurance advisory and outsourcing to large Dutch employers, in contrast to WijZijnLoek's pure AOV niche.
Direct peers
- Alpina Group: Dutch insurance intermediary that supports and services independent brokers and advisors across multiple specialty lines, comparable to WijZijnLoek's B2B/white-label motion toward financial professionals. Both function as infrastructure providers behind independent advisers rather than as primary insurers.
- Meeùs: Independent Dutch insurance intermediary (part of NN Group) serving consumers and SMEs with personal lines and SME coverage including disability. Comparable to WijZijnLoek as a Netherlands-based insurance advisory focused on individuals and small businesses, with similar target customer profile.
Regional players
- Bovemij: Netherlands-based niche insurance provider focused on SME mobility/automotive-sector risks, distributing through B2B partnerships. Comparable to WijZijnLoek in the structural pattern of serving a vertical via partner/B2B distribution rather than direct consumer sales, although focused on a different industry vertical.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Wij zijn Loek social profiles
Digital presenceWij zijn Loek financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wij zijn Loek leadership team
Management profileNumber of profiles
Profiles1 record
Wij zijn Loek funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wij zijn Loek 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 Wij zijn Loek
What does Wij zijn Loek do?
WijZijnLoek provides specialized advisory and consulting services for AOV (Arbeidsongeschiktheidsverzekering) disability insurance in the Netherlands. The company serves two customer groups: Dutch entrepreneurs seeking direct AOV advice and policy reviews, and financial professionals (intermediaries, accountants, bookkeepers, insurers) who outsource AOV advisory through white-label or branded arrangements. Services include coverage selection, portfolio optimization, application processing, ongoing policy maintenance, and a support desk for policyholders who become disabled.
Is Wij zijn Loek a public or private company?
Wij zijn Loek is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wij zijn Loek founded?
Wij zijn Loek was founded in 2008. It employs 1 to 10 people.
Where is Wij zijn Loek based?
Wij zijn Loek is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Wij zijn Loek make money?
Three revenue lines are on record. AOV Advisory Services are the primary driver. The others are partner/White-label Outsourcing and portfolio Management and Compliance Services.
Who are Wij zijn Loek's main competitors?
Broad incumbents on record are Marsh (Netherlands), Achmea, De Goudse Verzekeringen, ASR Nederland, Nationale-Nederlanden (NN Group), Aon (Netherlands) and Willis Towers Watson (Netherlands). Direct peers are Alpina Group and Meeùs. Bovemij is listed as a regional player.
Does Wij zijn Loek have an API?
No public API is recorded for Wij zijn Loek.
What industry is Wij zijn Loek in?
Wij zijn Loek's product category is Insurance Advisory Services. Its primary akta.pro industry code is FSAIAIAB, Group Disability Income Insurance (Employer-Sponsored), with a secondary code of HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA). Its NAICS code is 524210 and its SIC code is 6411.