Haag Wonen
Woningstichting Haag Wonen is a Dutch non-profit social housing corporation that owns and manages approximately 21,000 affordable rental homes across The Hague, serving roughly one in ten residents. It reinvests rental income into maintenance, energy retrofits, and new construction under a 2018-2028 strategic plan.
- Company typePrivate
- Founded2018
- HeadquartersDen Haag, Netherlands
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Haag Wonen does
Haag Wonen (legal name: Woningstichting Haag Wonen) is a Dutch social housing corporation (woningstichting) headquartered in Den Haag, Netherlands, that provides, manages, and develops affordable rental housing for households with modest incomes. The organisation owns and manages approximately 21,000 social rental dwellings across The Hague, housing roughly one in ten residents of the city, and is supported by a wholly-owned development subsidiary (Haag Wonen Ontwikkeling B.V.). Revenue is generated principally through monthly rental income on the social housing portfolio, with pricing governed by Dutch social housing regulations including the Huurprijscheck and income-linked allocation rules administered through the Woonnet Haaglanden regional housing allocation system.
The product portfolio centres on social rental housing, supplemented by commercial premises, parking and storage, repair and maintenance services, a sustainable-living energy upgrade programme, and new-build development projects such as Park Bloom, BoogieWood, and De Havenmeesters. The primary digital product is the mijnHaagWonen tenant portal, which allows residents to report repairs, adjust personal details, and manage payments. The organisation has no proprietary technology platforms, no API or AI integrations, and no disclosed third-party technology partnerships; the operating model is asset-intensive and service-driven rather than technology-led.
Haag Wonen is governed as a non-profit under Dutch social housing law (Woningwet), reinvesting rental income into property maintenance, energy retrofits, and new construction rather than distributing profit. It is led by Bestuursvoorzitter Mohamed Baba and operates with approximately 300 staff. Strategic activity is anchored by a 2018-2028 plan to add 1,000 net social homes and improve the energy performance of 10,000 existing dwellings, with execution delivered through partnerships with the municipality of The Hague, peer corporations (Staedion, Hof Wonen), and developers (BPD, Dura Vermeer, Eneco for district heating).
Haag Wonen firmographics
Firmographics- Name
- Haag Wonen
- Legal name
- Woningstichting Haag Wonen
- Website
- https://haagwonen.nl
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Woningstichting Haag Wonen is a Dutch non-profit social housing corporation that owns and manages approximately 21,000 affordable rental homes across The Hague, serving roughly one in ten residents. It reinvests rental income into maintenance, energy retrofits, and new construction under a 2018-2028 strategic plan.
- Ownership category
- akta.pro rank
Haag Wonen industry classification
Industry- Product category
- Social Housing
- NAICS
- Residential Property Managers (531311)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)
- akta.pro secondary industry
- Association Maintenance, Vendor & Capital Project Management (BPAJAHAM)
Keywords
Where Haag Wonen is headquartered
LocationHeadquarters
- HQ city
- Den Haag
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Haag Wonen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Others
Revenue model
- Rental income from social housing: Haag Wonen generates revenue through monthly rental payments from tenants in approximately 21,000 social rental properties. The organization operates as a non-profit housing corporation focused on providing affordable housing rather than maximizing profit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Social rental housing with regulated pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Haag Wonen product offering
Product offeringCore offering
Haag Wonen is a Dutch social housing corporation (woningstichting) that manages approximately 21,000 social rental homes across various neighbourhoods of The Hague, providing affordable housing to residents with modest incomes. The organization also develops new-build projects, renovates existing stock for energy efficiency, and offers supporting services such as repair and maintenance, home exchange, and resident participation programs. Revenue is generated through monthly rental payments and reinvested into housing stock.
Product overview
Haag Wonen is a social housing corporation (woningcorporatie) managing approximately 21,000 social rental homes in The Hague, Netherlands. The organization operates primarily as a housing provider rather than a technology product company. Its core digital offering is mijnHaagWonen, an online tenant portal through which residents manage rental affairs digitally including repairs, payments, and personal data. The product portfolio encompasses social rental housing, commercial spaces, parking/storage, and new-build developments. Supporting services include repair and maintenance, sustainable living (energy efficiency upgrades), home exchange, and resident participation programs. No API, AI, or third-party product integrations are offered.
Differentiator
Problem solved
Functional benefit
Products and services
- Social Rental Housing (Sociale huurwoningen) Approximately 21,000 social rental homes managed by Haag Wonen across The Hague, allocated through the Woonnet Haaglanden registration system. Serves individuals and households with modest income seeking affordable, regulated rental housing across neighbourhoods including Moerwijk, Morgenstond, Mariahoeve, Scheveningen, and Houtwijk.
- Ownership Properties (Koopwoningen) Occasional homes offered for sale to mid-income households as part of mixed new-build developments, such as Park Bloom in Leidschenveen-Ypenburg.
- Commercial Space (Bedrijfsruimte) Commercial premises available for rent through Haag Wonen as a secondary offering to its residential portfolio.
- Parking, Storage, and Garage Rentals Parking spaces, storage units, and garages available for rent, associated with Haag Wonen residential properties.
- mijnHaagWonen Online Tenant Portal Online portal enabling tenants to manage rental affairs digitally, including reporting repairs, adjusting personal details, paying rent, and submitting complaints. Most services are accessible without requiring an account.
- Repair and Maintenance Services Property maintenance and repair services for Haag Wonen tenants, including repair request submission, self-maintenance guidance, service subscriptions, and routine maintenance managed by Haag Wonen.
- Sustainable Living Program (Duurzaam Wonen) Energy efficiency improvement program for tenants covering insulation upgrades, solar panels, heat pumps, HR++ glass, and mechanical ventilation installations. Targets energy label A or better on renovated properties.
- New Build Development Projects New construction projects across The Hague including De Havenmeesters in Laakhaven (147 units, construction started March 2026), Park Bloom in Leidschenveen (132 social rental units within a 250-unit development), and BoogieWood in Binckhorst (293 units), part of efforts to expand affordable housing supply.
- Home Exchange Service (Woning Ruilen) Service enabling tenants to exchange or swap homes with another Haag Wonen tenant under certain conditions.
Quantifiable outcome
- 1,000 extra social homes for rent as part of 10-year target from 2018
- +2 more outcomes
Companies that use Haag Wonen
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles3 records
Haag Wonen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Haag Wonen partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered major, core and minor.
- WoonInvestmajorWoonInvest transferred the Park Bloom new-build project (originally named La Fluo, later Madeliefveld) to Haag Wonen to create space in their budget. Haag Wonen took over the 250-home project consisting of social rental, mid-income rental, and owner-occupied apartments.
- Woonnet HaaglandencoreRegional housing allocation system used by Haag Wonen to advertise available social rental homes. Tenants must register with Woonnet Haaglanden and respond to advertisements according to allocation rules.
- BPDmajorPartner in Morgenstond (Den Haag Zuidwest) development projects for renovation and new construction of housing.
- ArchitektenkombinatiemajorHaagse architectenbureau (architectural firm) engaged for the design of the Complex 70 new-build plan in the Heesterbuurt. They translate neighbourhood wishes and project requirements into a clear and achievable plan.
- EMMAmajorHaags participatiebureau (participation bureau) that knows the city well and organizes conversations and meetings where residents can share opinions on demolition and new-build plans.
- Gemeente Den HaagcoreThe municipality of The Hague works with Haag Wonen on urban renewal, housing development, permits, and neighbourhood development across the city.
- Dura VermeermajorConstruction contractor engaged for renovation and sustainability projects such as the Hendrik Zwaardecroonstraat project, working together for resident satisfaction.
- Hof WonenmajorPartner in Veerkracht Morgenstond (Resilient Morgenstond) initiative together with Staedion and Haag Wonen, bundling forces to work on a strong and future-proof neighbourhood.
- StaedionmajorPartner in Veerkracht Morgenstond (Resilient Morgenstond) initiative together with Hof Wonen and Haag Wonen, bundling forces to work on a strong and future-proof neighbourhood.
- Geurst & SchulzeminorHaagse architectenbureau that designed the 36 new social rental homes at Boekweitkamp in Mariahoeve. The architect is familiar with the neighbourhood, residents and houses.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Haag Wonen competitors and assessment
Company assessmentDirect peers
- Staedion: Major Dutch social housing corporation also operating in The Hague. Direct peer given identical regulatory framework, shared partnership in Veerkracht Morgenstond, and shared exposure to the verhuurderheffing.
- Woonbron: Dutch social housing corporation active in Rotterdam and The Hague. Comparable scale, regulatory regime, and tenant base, making it a direct peer for affordable rental housing provision.
- Hof Wonen: Dutch social housing corporation partnered with Haag Wonen and Staedion in the Veerkracht Morgenstond neighbourhood initiative. Direct peer operating under the same Dutch housing corporation framework.
- Vestia: One of the largest Dutch housing corporations, active in the Haaglanden region including The Hague. Direct peer in social rental housing provision, regulation, and landlord levy exposure.
- WoonInvest: Dutch social housing corporation that transferred the Park Bloom development to Haag Wonen in 2025. Comparable given its regulated rental model, development activity, and recent capital constraints that motivated the Park Bloom transfer.
- Portaal: Dutch housing corporation operating across multiple regions including parts of the Haaglanden area. Comparable given its non-profit rental housing model, renovation pipeline, and regulatory constraints.
Regional players
- Mitros: Utrecht-based Dutch housing corporation. Comparable non-profit rental housing and development activities, but primarily serves a different region.
- De Key: Amsterdam-based Dutch housing corporation. Operates under the same social housing framework but is geographically separate, providing a useful regional comparator rather than direct competition.
- Eigen Haard: Dutch housing corporation based in Amsterdam. Comparable social rental housing model and regulatory environment, but serves a different primary geography from Haag Wonen.
Broad incumbents
- Ymere: Large Dutch housing corporation serving Amsterdam and surrounding regions. Comparable in non-profit social housing delivery and regulatory regime, but operates at a larger, multi-regional scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Haag Wonen social profiles
Digital presenceHaag Wonen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haag Wonen leadership team
Management profileNumber of profiles
Profiles1 record
Haag Wonen subsidiaries and ownership
Company hierarchySubsidiaries1 record
Haag Wonen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haag Wonen 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 Haag Wonen
What does Haag Wonen do?
Haag Wonen is a Dutch social housing corporation (woningstichting) that manages approximately 21,000 social rental homes across various neighbourhoods of The Hague, providing affordable housing to residents with modest incomes. The organization also develops new-build projects, renovates existing stock for energy efficiency, and offers supporting services such as repair and maintenance, home exchange, and resident participation programs. Revenue is generated through monthly rental payments and reinvested into housing stock.
Is Haag Wonen a public or private company?
Haag Wonen is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Haag Wonen founded?
Haag Wonen was founded in 2018. It employs 251 to 500 people.
Where is Haag Wonen based?
Haag Wonen is headquartered in Den Haag, Netherlands, in the Europe region.
How does Haag Wonen make money?
One revenue line is on record: rental income from social housing.
Who are Haag Wonen's main competitors?
Direct peers on record are Staedion, Woonbron, Hof Wonen, Vestia, WoonInvest and Portaal. Regional players are Mitros, De Key and Eigen Haard. Ymere is listed as a broad incumbent.
Does Haag Wonen have an API?
No public API is recorded for Haag Wonen.
What industry is Haag Wonen in?
Haag Wonen's product category is Social Housing. Its primary akta.pro industry code is BPAGALAC, Affordable Housing & Community Development (Housing, Community Land Trusts), with a secondary code of BPAJAHAM, Association Maintenance, Vendor & Capital Project Management. Its NAICS code is 531311 and its SIC code is 6531.