Van Asselt consultants & accountants

What Van Asselt consultants & accountants does

Van Asselt adviseurs & accountants is a privately held Dutch accounting and advisory partnership (maatschap) founded in 1946, headquartered in Driebergen with offices in Amersfoort and Ede and approximately 50 employees. The firm serves the Dutch MKB (small and medium enterprise) market across eight verticals — healthcare (via the Van Asselt Zorgzeker subsidiary), hospitality, agriculture, construction and real estate, trade and production, retail and automotive, technology, and non-profit — delivering accountancy, tax advisory, legal support, payroll administration, M&A and succession facilitation, and scenario planning services. Long-tenured client relationships (multiple 25-30+ year engagements) and a partner-led, consultative sales model targeting regional entrepreneurs in the Utrecht/Gelderland corridor are central to its go-to-market.

The firm's core service portfolio combines traditional compliance (annual accounts, tax filings, payroll) with advisory products, including three proprietary frameworks: Ondernemers OASE (scenario planning covering death, disability, retirement, and divorce), WKR-scan (working costs regulation optimization), and Auto van de zaak (company car tax advisory). Technology is not proprietary; the firm integrates third-party platforms — Twinfield and Exact Online for accounting, Loket for payroll, Visionplanner and Microsoft Power BI for dashboards, and Basecone, WeFact, Storecove, and Payt for invoicing and receivables — and packages them via the 2023 'Optimaliseer' software portal built with IT partner bottleneck-it. The firm holds NBA, SRA, and RB professional memberships and is GDPR compliant.

Revenue is generated through professional services fees under individually negotiated, quote-based engagements; pricing is not publicly disclosed. The GTM motion is sales-led and relationship-based, augmented by referral pipelines from a named partner ecosystem (Scherpenburgh for M&A, SZamen for HR, bottleneck-it for IT, COworking for administration, WIJ communiceren for marketing). Marketing relies on Dutch-language website content, a newsletter, SEO, and limited social presence rather than paid acquisition. There are no public funding rounds, no M&A activity, and no disclosed revenue figures.

Name

Van Asselt consultants & accountants

Legal name

Van Asselt adviseurs & accountants

Website

https://asselt.nl

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

51–100 employees

Short description

Van Asselt is a Dutch accounting and advisory partnership founded in 1946, serving small and medium enterprises across healthcare, hospitality, agriculture, construction, retail, tech, and non-profit sectors from three offices (Driebergen, Amersfoort, Ede) with accountancy, tax, legal, payroll, and succession planning services.

Ownership category

akta.pro rank

Product category

Accounting Services

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Accounting services
• Tax advisory
• Business consulting
• Payroll administration
• MKB advisory

Headquarters

HQ city

Driebergen

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accountancy Services: Core accounting services including administration, annual accounts compilation, interim reporting, and financial statement preparation for MKB clients. Revenue is generated through recurring engagement fees and project-based work.
2. Tax Advisory: Tax filing and advisory services including income tax, corporate tax, dividend tax, and international tax. Services include tax optimization, tax controversy representation, and estate planning.
3. Legal and Business Advisory: Advisory services covering legal support (corporate law, employment law, contracts, real estate, inheritance), business restructuring, M&A facilitation, succession planning, and mediation.
4. Payroll Administration: Full-service payroll processing including salary administration, wage tax filings, employee onboarding/offboarding, and compliance with Dutch labor regulations (WKR, WAB).
5. OASE Planning Services: Scenario planning and business continuity services for entrepreneurs addressing death, disability, retirement, and divorce situations. Includes estate planning and business succession.
6. Software Implementation: Implementation and optimization services for accounting software solutions (Twinfield, Exact Online, Basecone, Visionplanner) through partnership with bottleneck-it.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Van Asselt is a Dutch accounting and advisory firm that provides accountancy, tax filing and advisory, payroll administration, legal support, and business advisory services primarily to small and medium enterprises (MKB). The firm offers proprietary scenario-planning and tax-optimization tools (Ondernemers OASE, WKR-scan, Auto van de zaak) alongside third-party accounting software integration and dashboard/data visualization services. Founded in 1946, it operates from three offices in Driebergen, Amersfoort, and Ede.

Product overview

Van Asselt adviseurs & accountants is an MKB-focused accounting and advisory firm serving small and medium enterprises since 1946. Their core offering is professional accountancy services (jaarrekeningen, administratie, belastingaangiften) combined with specialized advisory services (fiscale optimalisatie, juridische ondersteuning, personeel). The product portfolio includes three main proprietary offerings: Ondernemers OASE (scenario planning for business continuity covering death, disability, retirement, and divorce), WKR-scan (workplace costs regulation optimization tool), and Auto van de zaak (company car tax advisory). Additionally, they offer a Software oplossingen integration hub connecting clients with third-party accounting, payroll, invoicing, and business intelligence platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Van Asselt Zorgzeker: Specialized healthcare advisory services for medical and paramedical sector entrepreneurs and institutions. Website: asseltzorgzeker.nl
• Optimaliseer by Van Asselt

Products and services

• Ondernemers OASE Scenario planning service for entrepreneurs that provides a structured framework for business continuity and personal preparedness, covering four key risk areas: death, disability, retirement/business exit, and divorce. Includes estate planning and business succession advisory.
• WKR-scan Working Costs Regulation (Werkkostenregeling) scan that maps out an employer's situation regarding taxable and non-taxable allowances and benefits, calculating free space within regulations to optimize employer spending on employees.
• Auto van de zaak Company car tax optimization service advising on vehicle registration (business vs. private), youngtimer tax benefits, lease vs. purchase decisions, and calculating savings across various scenarios.
• Software oplossingen (Optimaliseer portal) Integration hub connecting clients with various software solutions including accounting (Twinfield, Exact Online), payroll (Loket), invoicing (WeFact, Basecone), accounts receivable (Payt), and business intelligence (Visionplanner, Power BI). Implemented with partner Bottleneck-it for IT support and process optimization.
• Accountancy services Core accountancy services including administration (administratie), annual accounts compilation (jaarrekeningen), interim reporting (tussentijdse cijfers), budgets (begrotingen), and tax filings (belastingaangiften) for MKB clients.
• Tax Advisory Tax filing and advisory services covering income tax, corporate tax, dividend tax, and international tax; includes tax optimization, tax controversy representation, and estate planning.
• Payroll Administration Full-service payroll processing including salary administration, wage tax filings, employee onboarding/offboarding, and compliance with Dutch labor regulations (WKR, WAB).
• Legal and Business Advisory Advisory services covering legal support (corporate law, employment law, contracts, real estate, inheritance), business restructuring, M&A facilitation, succession planning, mediation, and coaching.
• Dashboard en Data Visualisatie Business intelligence and data visualization service providing monthly/quarterly insight into business performance through dashboards that display financial figures, budgets, and business data, using Visionplanner and Microsoft Power BI.

Quantifiable outcome

• Time savings through digital administration and automated processes (30%+ efficiency gains with software implementations)
• +2 more outcomes

Named customers7 records

Segments9 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ScherpenburghcoreStrategic or Co-development PartnerCorporate finance advisory firm specializing in M&A transactions, business financing, and restructuring. Scherppenburgh directs the complete process of mergers and acquisitions and arranges financing for other critical entrepreneurial decisions. Wilco Frens from Van Asselt maintains a close personal relationship with the Scherppenburgh team.
• SZamencoreStrategic or Co-development PartnerHR and staffing specialist that mediates between employers, freelancers, and employees in the region, primarily in finance. Also offers services in HRM, absence management, reintegration, and occupational disability prevention. SZamen specialists support Van Asselt's personnel department services.
• bottleneck-itcoreTechnology or IntegrationIT and data specialist combining accountancy, innovation, analysis, visualization, software, psychology, strategy, and commerce expertise. bottleneck-it assists Van Asselt with IT questions and optimizes processes for software implementations including Visionplanner, Basecone, and Power BI dashboards.
• Zorgzeker (Van Asselt Zorgzeker)coreStrategic or Co-development PartnerSpecialized healthcare advisory division (Van Asselt Zorgzeker adviseurs & accountants) focusing on medical and paramedical sector institutions and entrepreneurs. Led by Marthijn Verboom AA, providing sector-specific accounting and advisory services.
• COworkingminorStrategic or Co-development PartnerAdministrative services partner providing coworking and administrative support services to complement Van Asselt's offerings.
• WIJ communicerenminorGTM or Marketing PartnerCommunication and marketing agency that designed and maintains Van Asselt's website and branding. Also a client of Van Asselt's advisory services. Claudia de Graaf and Chloë Koelewijn represent the agency in the partnership.

Scale indicators3 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Flynth: Largest Dutch accounting and advisory firm focused on SMEs, agriculture and horticulture. Directly comparable to Van Asselt on MKB and agri vertical focus, but operates at materially larger scale with multiple regional offices.
• RSM Netherlands: Dutch member of the RSM global network, focused on mid-market entrepreneurs. Directly comparable on MKB advisory, accountancy and tax services, including succession planning and international expansion advice.
• Baker Tilly Netherlands: Mid-market Dutch accounting, tax and advisory firm closely aligned with Van Asselt on SMB client profile, sector specialization and integrated advisory positioning, though at larger scale.
• Accon AVM: Regional Dutch accounting and advisory firm serving SMEs, agri and healthcare. Directly comparable to Van Asselt on vertical specialization (notably agri and zorg) and MKB target segment.
• DRV Accountants: Regional Dutch accounting firm with strong MKB and agri focus in the southern Netherlands. Closely comparable to Van Asselt on entrepreneurial client base, sector specialization and partner-led advisory model.
• Joanknecht: Independent Dutch regional accounting and advisory firm serving MKB clients. Comparable on size, target market and integrated accountancy/tax/advisory service profile.

Broad incumbents

• BDO Netherlands: Major Dutch accounting, tax and advisory network serving mid-market and SMB clients. Overlaps with Van Asselt across accountancy, tax and advisory services, but covers a much broader client and capability spectrum.
• Mazars Netherlands: International accounting and advisory firm with a Dutch mid-market practice. Overlaps with Van Asselt on accountancy, tax and advisory services for entrepreneurs but offers broader cross-border capabilities.
• KPMG Meijburg & Co: Dutch tax advisory arm of KPMG. Overlaps with Van Asselt on tax advisory, international tax and M&A-related advisory work, but serves a substantially larger and more corporate client base.
• EY Netherlands: Big Four firm with Dutch mid-market and SMB-facing services. Comparable only at the margin to Van Asselt because of scale and enterprise focus, but competes for the same upper-end MKB clients and talent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/vanasseltacc

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 Van Asselt consultants & accountants