Novadia

What Novadia does

Novadia is a Dutch staffing and recruitment firm headquartered in Utrecht, Netherlands, specializing in placing professionals across the financial services sector including banking, insurance, pensions, mortgages, and life assurance. Founded in 1999 and operating as a private company until its June 2026 acquisition by Welten, Novadia serves Dutch banks, insurers, pension funds, and mortgage providers through four core service lines: Werving en Selectie (recruitment and selection on a no-cure-no-pay basis), Projectinzet (temporary project staffing where Novadia retains employer obligations), Projectgroepen (large-scale project teams of 4 to 50+ specialists for multi-month engagements), and Traineeships supported by the Novadia Academy for Wft certification. A subsidiary brand, Advinsure, extends operations into HR payroll and administration shared services for approximately 1,500 employees across 10 Dutch financial-sector entities.

The company differentiates through a character-based matching methodology that pairs candidates with clients on personality and cultural fit alongside technical competency, positioning itself as a "mensenbedrijf" rather than a volume-driven staffing vendor. Revenue is generated through transaction fees for permanent placements, managed services billing for detached workers (with candidate gross monthly salaries observed from approximately EUR 2,600 for juniors to EUR 6,500 for lead/mid-office roles), and outcome-based fees for flexible pension project specialists. Marketing channels center on the Novadia website (33 active vacancies), LinkedIn, Monsterboard job boards, direct recruiter outreach, and WhatsApp Business, with named clients including Achmea, Rabobank, ABN AMRO, Nationale Nederlanden, a.s.r., PGGM, Aon, Allianz Direct, Vivat, Vereende, De Goudse, Unigarant, OOM, VVAA, Unive, Florius, and Capgemini.

Effective June 1, 2026, Welten acquired Novadia, transferring 40 professionals into Welten's organization and establishing Novadia as Welten's third growth pillar alongside existing banking and public sector operations. Novadia's GTM motion is sales-led and entirely domestic, with no disclosed international expansion, technology platform, or AI/ML capability. Leadership comprises owner-Director Hans van Hoeckel, Commercial Manager Yannick van der Veen, recruiters (Sjoerd Pluim, Dion van Ginkel), account manager Benadin Begic, and office manager Christa Paping, with Director & Co-Owner Jos Preusting also listed in firmographic data.

Name

Novadia

Legal name

Novadia

Website

https://novadia.nl

Company type

Private

Founded year

1999

Operating status

Acquired

Headcount range

101–250 employees

Short description

Novadia is a Utrecht-based Dutch staffing and recruitment firm that places banking, insurance, pension, and mortgage professionals at major Dutch financial institutions through recruitment, project staffing, traineeships, and the Novadia Academy.

Ownership category

akta.pro rank

Product category

Financial Services Staffing

NAICS

Professional, Scientific, and Technical Services (54)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

Hospitality, Travel & Events Direct Hire (BPACAFAL)

Keywords

• Financial sector staffing
• Recruitment and selection
• Temporary project staffing
• Financial services recruitment
• Pension and insurance staffing

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Recruitment and Selection (Werving en Selectie): Novadia searches for and selects suitable candidates for positions directly at client organizations. Clients engage Novadia to find candidates, and the selected candidate goes directly into the client's employment. Novadia works on a no-cure-no-pay basis, invoicing only after the candidate's probationary period is completed.
2. Project Staffing (Projectinzet): A (qualified) employee is placed with the client organization for a defined or extended period. The employee remains under contract with Novadia, handling payroll, benefits, and HR administration on behalf of the client. Novadia bears employer obligations while the professional works on-site at the client.
3. Project Groups (Projectgroepen): Novadia recruits, trains, onboards, and manages larger groups of specialists for client organizations. Projects can range from a few months to multi-year outsourcing engagements, with Novadia handling recruitment, onboarding, and in-project guidance, either at the client's office or Novadia's own premises. Team sizes range from small groups of 4 specialists to large-scale groups of 50+ employees. Novadia may take outcome responsibility or work without it.
4. Flexible Talent Network: Novadia maintains a network of experienced pension specialists who take on project-based work on a flexible basis. Specialists determine their own workload and are paid per completed dossier or project outcome. Work is 100% remote, giving Novadia a variable-cost capacity model for pension project delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Novadia is a Dutch staffing and recruitment firm specializing in the financial services sector. It recruits, selects, trains and deploys professionals for banks, insurers, pension funds and mortgage providers through three core service lines: Werving en Selectie (direct placement), Projectinzet (temporary/detached staffing), and Projectgroepen (multi-person project teams). The firm also runs traineeships and the Novadia Academy for Wft-certified skills development.

Product overview

Novadia is a staffing and recruitment agency specializing in the Dutch financial services sector (banking, insurance, pensions, and mortgages). The company offers a portfolio of staffing services including recruitment and selection (Werving en Selectie), temporary project deployment (Projectinzet), and large-scale project groups (Projectgroepen). Novadia also operates a traineeship program for career starters and provides training through its Novadia Academy. The company places professionals at major financial institutions including banks, pension funds, and insurers. A subsidiary brand, Advinsure, handles HR payroll and administration services. The core value proposition centers on personality-based matching between candidates and clients, with personal coaching and development support throughout placements.

Differentiator

Problem solved

Functional benefit

Products and services

• Werving en Selectie (Recruitment and Selection)

Named customers18 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• WeltencoreStrategic or Co-development Partner · 1 June 2026Novadia was acquired by Welten, a Netherlands-based staffing firm, effective June 1, 2026. The acquisition established Novadia as Welten's third growth pillar alongside Welten's existing banking and public sector operations. Welten added 40 professionals (Novadia's workforce) to its headcount through the deal. Terms of the acquisition were not disclosed. This is a full acquisition — Novadia became part of Welten's organization, making Welten effectively both a strategic partner and the parent/owner of Novadia.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Cimsolutions: Dutch professional services and staffing firm with finance, banking, and pension sector practices — comparable to Novadia's specialist focus on Dutch financial institutions, with overlap in traineeship and project staffing models.

Direct peers

• DPA: Dutch professional staffing and project services firm with a strong finance, banking, and insurance vertical — comparable to Novadia's specialist staffing focus on Dutch financial institutions, with a similar project staffing and managed service offering.
• Yacht: Dutch professional staffing firm (Randstad subsidiary) placing professionals in banking, insurance, and financial services — directly comparable to Novadia's core verticals of banking, insurance, and pensions, with similar candidate profile (HBO/WO educated) and project deployment model.
• Page Personnel Netherlands: Dutch division of PageGroup specializing in temporary and permanent placement for finance, banking, and insurance support roles — directly comparable to Novadia's service mix in the Dutch financial services market, with overlapping target candidates and clients.
• Robert Half Netherlands: Global specialist in finance, accounting, and banking recruitment with a Netherlands office — directly comparable to Novadia's permanent placement and project staffing model for financial sector professionals, with a similar target candidate profile.
• Walters People: Dutch financial services recruitment specialist focused on banking, insurance, and accounting roles — directly comparable to Novadia's financial sector focus, with a similar permanent placement and interim staffing model serving Dutch enterprise clients.

Broad incumbents

• Brunel Netherlands: Global specialist staffing firm with Dutch operations covering finance, banking, and insurance — comparable in financial services verticals and project deployment model, though operating at a broader, multi-discipline scale.
• Hays Netherlands: Global recruitment firm with established Dutch operations across banking, financial services, and insurance verticals — comparable to Novadia in financial services staffing, but operating as part of a much broader, multi-country portfolio.
• Welten: Netherlands-based staffing firm that acquired Novadia in June 2026 — comparable as a Dutch staffing operator with banking and public sector verticals; Welten is now Novadia's parent and provides the operational platform for Novadia's continued growth.
• Michael Page Netherlands: Global recruitment firm with strong Dutch presence in financial services and banking recruitment — comparable to Novadia's permanent placement model, though operating as part of PageGroup's broader multi-sector portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/NovaDiaBV

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Novadia