Vrieling Adviesgroep

What Vrieling Adviesgroep does

Vrieling Adviesgroep is a privately held, family-owned Dutch financial advisory group founded in 1949 and headquartered in Dedemsvaart (with offices in Hardenberg and Zwolle), serving individuals, ZZP freelancers, SMEs, and agricultural clients in the Overijssel region. The group operates under AFM vergunning 12009573 and offers independent advice and intermediation across damage, life, income, health, mortgage, consumer credit, payment/savings, wealth and pension insurance, without exclusive obligations to any single insurer. Its core revenue streams are insurance intermediation commissions, mortgage advisory fees, real estate brokerage transaction fees, pension advisory fees (ABC Pensioen), and bundled package pricing (Particulier and Bedrijven ZekerheidsPakket), supported by an in-house underwriting agency (Vrieling Assuradeuren) and specialty sub-brands Aveco (campers/caravans/appraisals) and Vetera (oldtimers), plus Vitalr for occupational health and absenteeism.

The technology stack is intentionally thin: there is no proprietary AI or core platform, only the Mijn Vrieling customer portal for self-service policy management and digital claims, an online mortgage calculator, a property listing tool, and digital lead-generation assets such as a NIS2 whitepaper. Distribution is anchored in four physical branches with personal advisor relationships, on-site visits, evening/Saturday appointments, WhatsApp contact, and a RegioBank channel partnership for banking products. Scale and reach are regional rather than national: 4 offices, approximately 275 employees, and a self-claimed market leader position for real estate in the municipality of Hardenberg, with marketing signals concentrated on local SEO, email newsletters, customer referrals, and seasonal campaigns such as the Woonweken housing drive. Quality and information security are attested by ISO 9001 and ISO 27001, and the firm is registered with Adfiz, NVM, Kifid and SEH (EFA).

Name

Vrieling Adviesgroep

Legal name

Vrieling Adviesgroep

Website

https://vrieling.nl

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

101–250 employees

Short description

Vrieling Adviesgroep is a family-owned Dutch independent financial advisory group that provides insurance, mortgage, pension, banking and real estate brokerage services to consumers, freelancers, SMEs and agricultural clients in Overijssel from four branches under AFM vergunning 12009573.

Ownership category

akta.pro rank

Headquarters

HQ city

Hardenberg

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Intermediation & Brokerage: Vrieling acts as an independent intermediary (bemiddelaar) earning commissions from insurance providers. They compare products from multiple insurers to find the best fit for clients. As an independent advisor, they do not have exclusive obligations to any single insurer.
2. Mortgage Advisory Services: Personal mortgage advice with access to a wide range of mortgage providers, earning fees for advisory and intermediary services in arranging mortgages.
3. Real Estate Brokerage (Makelaardij): Real estate brokerage services for residential and commercial property buying, selling, and renting in the Hardenberg, Dedemsvaart, and Zwolle region.
4. Pension Advisory Services: ABC Pensioen provides pension advisory, administration, and employee communication services for businesses and self-employed individuals.
5. AFM-Licensed Advisory Services: Under AFM license number 12009573, Vrieling advises and intermediates in: casualty insurance, life insurance, income insurance, health insurance, mortgage credit, consumer credit, payment accounts, savings accounts, wealth, pension insurance, and electronic money.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Vrieling Adviesgroep is an independent financial advisory and intermediary group offering insurance, mortgage, banking, pension, and real estate brokerage services to individuals, SMEs, freelancers (ZZP), and the agricultural sector in the Netherlands. Operating under AFM license 12009573, the firm connects clients with multiple insurers and lenders, supplementing advice with in-house underwriting (Vrieling Assuradeuren volmacht), specialty brands (Aveco, Vetera), and dedicated personal advisors across four regional offices.

Product overview

Vrieling Adviesgroep is a large independent financial services provider founded in 1949, operating as a unified platform with multiple specialized brands and modules. The core offering consists of Vrieling Verzekeringen (insurance advisory), Vrieling Hypotheken (mortgages), and Vrieling Makelaardij (real estate brokerage), which share a common customer base and are offered under one roof. Supporting sub-brands include Vitalr (occupational health/vitality), ABC Pensioen (pension services), Vrieling Assuradeuren (in-house underwriting), Aveco Verzekeringen (recreational vehicle insurance), Aveco expertise & taxatie (appraisals), and Vetera (classic vehicle insurance). Digital services include Mijn Vrieling customer portal. The product architecture combines bundled packages (Particulier ZekerheidsPakket, Bedrijven ZekerheidsPakket, Vrieling VerzuimPakket) with specialized offerings, all accessible through independent advisors across four locations serving individuals, businesses, agricultural clients, and ZZP (self-employed) segments.

Differentiator

Problem solved

Functional benefit

Brands

• Vrieling Verzekeringen: Particuliere, zakelijke en agrarische verzekeringen - Insurance services for private, business and agricultural clients
• Vrieling Hypotheken
• Vrieling Makelaardij
• Vetera
• Vitalr
• ABC Pensioen
• Vrieling Assuradeuren
• Aveco Verzekeringen
• Aveco expertise & taxatie

Products and services

• Vrieling Verzekeringen Independent insurance advisory and intermediation service for personal, business, and agricultural clients, offering personal liability, home contents and building, auto, travel, health, and casualty insurance products selected from multiple insurer partners.
• Vrieling Hypotheken

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered supporting and core.

• DatectsupportingTechnology or IntegrationPartnership for cybersecurity services and expertise, complementing Vrieling's cyber insurance offerings. Through collaboration with Datect and Markel, Vrieling provides maximum protection against cyber threats and rapid incident support for clients.
• MarkelcoreTechnology or IntegrationCyber insurance product partnership through which Vrieling offers Markel's cyber insurance policies to clients. Markel provides the insurance product while Vrieling provides advisory and distribution. The partnership guarantees 100% compensation for ransom and business interruption costs under NIS2 certification conditions.
• RegioBanksupportingChannel Partner/ Reseller/ DistributorVrieling operates as an independent advisor ('Zelfstandig Adviseur') under RegioBank, offering RegioBank banking products (payment accounts, savings accounts) alongside its own insurance and mortgage services.
• Multiple Insurance Providers (unnamed)coreOthersVrieling is an independent intermediary ('ongebonden bemiddelaar') with no exclusive contractual obligations to any single insurer. They work with 'many reliable insurers' including a.s.r., Movir, Allianz, Klaverblad, and others. They select the best price-quality ratio from among available providers for each client need.
• Vrieling Assuradeuren (Internal Volmacht)coreOthersVrieling Assuradeuren B.V. is a 'huisvolmacht' (in-house underwriting agency) within Vrieling Adviesgroep. It holds authority from several insurance companies to accept risks and handle claims directly, enabling short lines and customized products. When an equivalent product is available, Vrieling prefers policies that run through its own volmacht (underwriting authority).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nedasco: Dutch insurance intermediary and service platform that supports independent advisors with back-office, volmacht, and product access — directly comparable to Vrieling's mix of advisory and in-house underwriting capabilities.
• De Hypotheker: Dutch chain of independent mortgage advisors with franchise-like branches, directly comparable to Vrieling Hypotheken's mortgage advisory service model. Both match consumers with mortgage products across multiple providers.
• Hypotheek Visie: Dutch mortgage advisory franchise network with multiple branches across the Netherlands, comparable to Vrieling Hypotheken in offering independent mortgage advice across multiple lenders with personal advisor service.
• Voogd & Voogd Verzekeringen: Independent Dutch insurance broker and intermediary with a similar regional-to-national presence model, offering personal and business insurance advisory across multiple product lines. Closest analog as a Netherlands-based independent intermediary with volmacht capabilities.
• TAF (Turien & Co): Dutch insurance service provider and intermediary with volmacht authority, comparable in scale and product breadth as an independent advisory platform serving both consumers and SMEs across the Netherlands.

Broad incumbents

• Rabobank: Largest Dutch bank with extensive insurance intermediation through local Rabobanks and Interpolis, directly overlapping Vrieling's mortgage, insurance, and SME services in the same Overijssel region.
• Aon Netherlands: Global insurance and risk broker with Dutch operations serving corporate, SME, and (via Aon Verzekeringen) consumer markets. Represents the broad-incumbent competitive threat with deeper resources and global carrier relationships.
• Centraal Beheer (Achmea): Major Dutch direct insurer under Achmea, historically known for intermediary-led distribution. Competes with Vrieling in personal and SME insurance through both direct and broker channels across the Netherlands.

Emerging players

• Independer: Leading Dutch insurance and financial product comparison platform that disrupts traditional intermediaries like Vrieling by enabling direct online purchase of commoditized insurance lines. Represents the digital competitive threat to advisory-led models.

Regional players

• RegioBank: Dutch community bank operating through independent local advisors — including Vrieling itself as a 'Zelfstandig Adviseur'. The same model Vrieling uses for RegioBank distribution is itself a peer set in regional Dutch financial advisory.

Market position

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vrielingadvies

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries7 records

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 Vrieling Adviesgroep