Welcome Kraamzorg

What Welcome Kraamzorg does

Welkom Kraamzorg is a Dutch regional maternity care provider headquartered in Uden, Netherlands, delivering in-home postnatal care (kraamzorg) to families across the North Brabant municipalities of Cuijk, Den Bosch, Veghel, Sint-Oedenrode, Schijndel, Oss, and Uden. Founded over a century ago, the firm operates as Welkom Kraamzorg B.V., a private company functioning as an erkend leerbedrijf that trains its own kraamverzorgenden via a BBL pipeline, and is ISO 9001 certified with membership in industry bodies BO Geboortezorg and Kennisnet Geboortezorg.

The core offering is physical in-home maternity care, supplemented by specialized services including BabythuisZorg (postnatal home support now active in nine municipalities), Matchmaker Kraamzorg (personality-based caregiver matching), Couveuze Nazorg (NICU follow-up care), and Dunstan Babytaal (infant crying interpretation). The digital layer added since 2025 includes e-consult video calling, the Babybalance content platform launched in January 2026, and the mijn.welkomkraamzorg.nl online registration portal. The company operates within a structured referral network of approximately 15 midwifery practices and three hospitals (Bernhoven, Jeroen Bosch, Maasziekenhuis), and runs the Kraamzorgkompas PREM measurement system for quality management.

Revenue is generated primarily through reimbursement under the Dutch basic health insurance (zorgverzekering) for maternity care services, with clients paying a statutory eigen bijdrage. Additional revenue lines include ancillary equipment such as Kraampakket maternity boxes, breast pump rental, and bed blocks, with billing handled on a monthly basis. Quality assurance is anchored by ISO 9001 certification, Perined/Mediquest research participation, and structured client feedback collection.

Name

Welcome Kraamzorg

Legal name

Welkom Kraamzorg B.V.

Website

https://welkomkraamzorg.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Welkom Kraamzorg is a Dutch regional maternity care provider headquartered in Uden, Netherlands, delivering in-home postnatal kraamzorg, BabythuisZorg, and digital services across North Brabant municipalities, reimbursed via Dutch basic health insurance.

Ownership category

akta.pro rank

Product category

Maternity Care Services

NAICS

Home Health Care Services (62161), Individual and Family Services (6241)

SIC

Services-Home Health Care Services (8082), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK)

akta.pro secondary industries

High-Risk & Medically Complex Newborn Support (Non-Clinical NCS) (HSAAACAG), Newborn Care Specialist Placement, Matching & Staffing Services (HSAAACAK), Postpartum & Newborn Care Telehealth (postpartum check-ins, newborn guidance) (HLALAHAD), Lactation, Postpartum & Perinatal Support Services (HLAFAJAN), Preterm/NICU-Transition Newborn Care (NCS) (HSAAACAF)

Keywords

• Maternity care services
• Postpartum home care
• Birth assistance
• Newborn care
• Maternity nursing

Headquarters

HQ city

Uden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Maternity Care Services (Kraamzorg): Welkom Kraamzorg provides maternity care services to expectant and new parents, primarily funded through Dutch health insurance (zorgverzekering). In the Netherlands, basic health insurance covers kraamzorg (maternity care at home). The organization offers physical in-home care, e-consult video consultations, and digital education via Babybalance. Revenue is generated through contracts with health insurers in the regions they serve.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Welkom Kraamzorg provides in-home and hospital-based postpartum maternity care (kraamzorg) in the North Brabant region of the Netherlands, with qualified kraamverzorgenden delivering clinical monitoring, breastfeeding guidance, baby care education, and household support during the first 8–10 days after birth. The core service is supplemented by a digital hybrid offering (Babybalance educational content and evening e-consult video calling) and specialized programs including Matchmaker Kraamzorg (personality-based caregiver-family matching), BabythuisZorg (extended support for vulnerable families), Couveuze Nazorg (premature/ill newborn aftercare), Dunstan Babytaal training, and pregnancy preparation courses.

Product overview

Welkom Kraamzorg offers a comprehensive maternity care service centered on physical in-home care, supplemented by digital services and specialized programs. The core offering is physical maternity care (Kraamzorg) where caregivers provide postpartum support. This is augmented by digital services including e-consult video calling and the Babybalance education app. Specialized services include Matchmaker (personal matching), BabythuisZorg (family support for vulnerable situations), Dunstan Babytaal (baby communication training), pregnancy courses, and incubator aftercare. Additional products include maternity packages, breast pump rentals, bed block rentals, and baby equipment sets.

Differentiator

Problem solved

Functional benefit

Brands

• Matchmaker Kraamzorg: A matching service that connects kraamgezinnen (maternity families) with kraamverzorgenden (maternity caregivers) based on preferences and needs.
• BabythuisZorg
• Kraamcentrum Kiem

Products and services

• Kraamzorg (Physical Maternity Care) Core maternity care service in which a qualified kraamverzorgende provides practical and emotional support in the client's home during the postpartum period, including health monitoring of mother and child, advice, instructions, and support for the entire family. Funded through Dutch basic health insurance.
• E-consult / Beeldbellen (Digital Maternity Care) Digital consultation service via secure video calling with a kraamverzorgende, available every evening 18:00–20:00, providing remote check-ins, advice, instructions, and emotional support when physical presence is not available.
• Babybalance App Digital education platform providing 9 months of free access to videos and magazines covering pregnancy, childbirth, breastfeeding, baby care, and related topics. Integrated with the e-consult service.
• Matchmaker Kraamzorg Matching service that pairs families with maternity caregivers based on personality profiles, interests, preferences, and needs to ensure optimal compatibility and care experience.
• BabythuisZorg Extended family support service for families with babies up to one year in vulnerable situations where self-sufficiency is temporarily not achievable, including parenting coaching and coordination with youth health care and other partners. Requires referral from midwife, GP, or municipal social services.
• Dunstan Babytaal Baby language education program where trained caregivers help parents recognize five reflex sounds babies make (hunger, tiredness, burping, colic, discomfort) to better understand and respond to their newborn's needs.
• Zwangerschapscursussen (Pregnancy Courses) Pregnancy courses and workshops designed to help expectant parents prepare for childbirth and parenthood.
• Couveuze Nazorg Specialized aftercare service for premature or ill newborns who required incubator care, providing additional support and guidance for parents.
• Kraampakket Maternity package containing essential supplies needed for home births and postpartum care.
• Voeding / Verhuur Kolven Breastfeeding support service and breast pump rental for mothers needing assistance with breastfeeding.
• Verhuur Bedklossen Rental service for bed blocks (bedklossen) needed for safe positioning during postpartum care at home.
• Baby-Uitzet Baby equipment starter kit provided to new parents.

Quantifiable outcome

• Clients receive systematic post-care evaluation via the PREM Geboortezorg questionnaire (14 questions, sent 2-8 weeks postpartum)

Named customers18 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Verloskundigepraktijk IriscoreStrategic or Co-development PartnerWelkom Kraamzorg works closely with all midwives and hospitals in their service area. Verloskundigepraktijk Iris serves Uden, Boekel, Schaijk and Reek. The close collaboration ensures coordinated care for expectant mothers throughout pregnancy, birth, and the postpartum period.
• Verloskundigenpraktijk Belle ViecoreStrategic or Co-development PartnerMidwifery practice in Rosmalen (Gezondheidscentrum De Groote Wielen). Welkom Kraamzorg collaborates for coordinated birth and maternity care in the Rosmalen area.
• Verloskundig Centrum Midden BrabantcoreStrategic or Co-development PartnerMidwifery center in Boxtel. Partnership enables coordinated maternity care for families in the Midden Brabant region.
• Fem. Centrum vrouw en geboortezorgcoreStrategic or Co-development PartnerWomen's and birth care center in Boxtel. Partnership for integrated maternity care services.
• Verloskundigenpraktijk CalamariscoreStrategic or Co-development PartnerMidwifery practice serving Veghel and surrounding villages. Collaborative relationship for seamless care transitions from prenatal to postpartum.
• Verloskundigenpraktijk NOVAcoreStrategic or Co-development PartnerMidwifery practice in Oss. Collaboration ensures expectant parents in Oss receive coordinated birth and maternity care.
• Verloskundigenpraktijk RidderhofcoreStrategic or Co-development PartnerMidwifery practice in Oss. Partnership supports the Oss area with integrated maternity care.
• Verloskundigenpraktijk de PeppelaercoreStrategic or Co-development PartnerMidwifery practice in St. Oedenrode and Schijndel, located in Gezondheidscentrum de Meierij. Partnership for maternity care in the Meierij region.
• Verloskundigenpraktijk Bij Volle MaancoreStrategic or Co-development PartnerMidwifery practice in 's-Hertogenbosch. Collaboration for birth assistance and postpartum care in the Den Bosch area.
• Verloskundigenpraktijk VivacoreStrategic or Co-development PartnerMidwifery practice in 's-Hertogenbosch (formerly Vita Nova). Partnership for coordinated maternity care in Den Bosch.
• Verloskundigenpraktijk 's-HertogenboschcoreStrategic or Co-development PartnerMajor midwifery practice in 's-Hertogenbosch. Collaboration for integrated birth and maternity care services.
• Verloskundigenpraktijk BoxmeercoreStrategic or Co-development PartnerMidwifery practice in Boxmeer. Partnership supports the Boxmeer region Geboortezorg network.
• Verloskundigenpraktijk Cuijk/Mill e.o.coreStrategic or Co-development PartnerMidwifery practice serving Cuijk and Mill and surroundings. Collaboration for maternity care in the Cuijk area.
• Verloskundigenpraktijk Grave/Schaijk en OverasseltcoreStrategic or Co-development PartnerMidwifery practice in Grave. Partnership enables coordinated care for the Grave region.
• Ziekenhuis BernhovencoreStrategic or Co-development PartnerHospital in Uden. Welkom Kraamzorg provides partusassistentie (birth assistant) services for hospital births at Bernhoven. The organization is part of the VSV Kiem birth care network centered at this hospital.
• Jeroen Bosch ZiekenhuiscoreStrategic or Co-development PartnerHospital in Den Bosch. Welkom Kraamzorg provides partusassistentie services for poliklinische (hospital) births at Jeroen Bosch Ziekenhuis. The organization is part of the VSV Den Bosch network.
• Maasziekenhuis (Pantein)coreStrategic or Co-development PartnerHospital in Beugen (near Boxmeer). Welkom Kraamzorg provides birth assistance services as part of the VSV Boxmeer network, including digital tours of the maternity ward.
• Perined/MediquestminorOthersIndependent research bureau that collects and processes PREM Geboortezorg (Patient Reported Experience Measures) questionnaires on behalf of Welkom Kraamzorg and other birth care organizations. Anonymized data is shared with national parties for quality improvement.
• BO GeboortezorgcoreStrategic or Co-development PartnerNational interest group and support organization for birth care organizations in the Netherlands. Welkom Kraamzorg is a member, follows the General Terms and Conditions for Maternity Care developed by BO in consultation with consumer organizations, and participates in the Geboortezorg Academie for employee training.
• Geboortezorg AcademiecoreStrategic or Co-development PartnerThe Geboortezorg Academie (Birth Care Academy) in Eindhoven provides BBL (work-based learning) training programs for kraamverzorgenden. Welkom Kraamzorg works with the academy for employee training and development, including herintreders (re-entrants) trajectories.
• BabybalancecoreTechnology or IntegrationDigital education platform provider. Babybalance supplies the digital information and instruction content (videos, magazines) that Welkom Kraamzorg offers as part of its hybrid care model. Clients receive 9 months of free access to digital content covering pregnancy, birth, breastfeeding, and baby care.
• Kennisnet GeboortezorgminorOthersNational knowledge network for birth care that publishes the PREM Geboortezorg methodology and quality standards. Welkom Kraamzorg participates in the PREM measurement system managed by this organization.
• BabythuisZorg (National)coreStrategic or Co-development PartnerWelkom Kraamzorg is a regional provider of BabythuisZorg, a national family support service for babies up to one year. The national BabythuisZorg organization started in 2019 in Northern Netherlands and is expanding nationwide. Welkom Kraamzorg provides BTZ in 9 municipalities in North Brabant.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Mahmee: US-based digital postpartum and maternity care platform combining in-home nurse visits with virtual support. Conceptually comparable to Welkom Kraamzorg's hybrid kraamzorg + e-consult + Babybalance model.
• Maven Clinic: Digital-first women's and family health platform offering virtual postpartum support, lactation consulting, and pediatric guidance. Comparable hybrid digital-plus-clinical care model and target demographic (new parents), albeit at global scale.

Others

• Mamaway / Babybalance (digital education platform): Digital pregnancy and baby care education platform already integrated with Welkom Kraamzorg. Related as a digital content/adoption peer rather than a direct competitor; useful proxy for digital engagement trends in Dutch maternity care.

Direct peers

• Naviva Kraamzorg: One of the largest maternity care providers in the Netherlands, offering in-home kraamzorg, birth assistance, and lactation support across multiple regions. Direct competitor for midwife referrals, hospital partusassistentie contracts, and BBL-trained kraamverzorgenden.
• De Waarden Kraamzorg: Regional Dutch maternity care provider with comparable in-home kraamzorg, partusassistentie, and BabythuisZorg-style family support offerings. Competes for the same midwife/hospital referral channels and parent registrations.
• Zuyderland Kraamzorg: Regional Dutch care group offering maternity care services tied to its hospital network. Comparable hybrid in-home plus hospital-based delivery and similar reliance on health-insurer reimbursement and BBL trainee pipelines.
• Lunavi Kraamzorg: Dutch kraamzorg organization providing postpartum in-home care, birth assistance, and related services. Direct peer in service offering, target customer (expectant/new parents), and regional midwife referral model.
• Kraamzorg Samen: Dutch regional kraamzorg provider offering standardized in-home postpartum care and birth assistance. Comparable customer segment, delivery model, and reliance on health-insurer reimbursement.
• Careyn Kraamzorg: Large Dutch home care and maternity care organization providing kraamzorg, partusassistentie, and youth health services. Comparable in service mix, regional delivery model, and reliance on midwife/hospital referral networks.

Broad incumbents

• Cordaan Kraamzorg: Large Amsterdam-based care conglomerate offering kraamzorg as part of a wider home care, elderly care, and youth services portfolio. Comparable service line within a much broader organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/welkomkraamzorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Welcome Kraamzorg