Florein
Florein Zorg B.V. is a private Dutch home care organization, founded in 2008 as a joint venture of Florence and Assist Zorg, providing Wmo-funded household support and 24-hour palliative care to elderly and disabled clients across ten Haaglanden municipalities, with a Florissant subsidiary offering cleaning services to regional healthcare institutions.
- Company typePrivate
- Founded2008
- HeadquartersRijswijk, Netherlands
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Florein does
Florein Zorg B.V. is a private Dutch home care organization, established in 2008 as a joint venture between Florence (a major Haaglanden healthcare provider) and Assist Zorg. Its core offering is Wmo-funded household support (schoonmaken, wassen, strijken, lichte huishoudelijke taken) for elderly and disabled clients in the municipalities of Den Haag, Rijswijk, Voorburg, Leidschendam, Delft, Wassenaar, Voorschoten, Leiden, Leiderdorp and Zoeterwoude, supplemented by a 24-hour palliative-care-at-home service. Operations are delivered by 600+ caregivers (post the January 2026 HVP Zorg integration) serving approximately 4,450 clients, differentiated by fixed-caregiver continuity and multilingual (including Turkish) staff.
The operating stack centers on the Assistplanner platform — providing separate client and employee portals (the latter branded "Florissant") for scheduling, time tracking and service coordination. The technology layer is functional rather than differentiated; there is no disclosed AI/ML, mobile app, or proprietary clinical model. Revenue is anchored in Dutch municipal Wmo reimbursements (with a regulated client contribution capped at €20.60/month in 2025), augmented by 24-hour palliative-care billings and B2B cleaning contracts via the Florissant subsidiary to healthcare institutions in Den Haag. Distribution is direct-to-consumer plus municipal-Wmo referrals, with no intermediated channel.
Strategically, Florein is executing a regional roll-up: the NZa-approved acquisition of HVP Zorg B.V.'s household-support activities (effective 1 January 2026) added ~1,150 clients and ~130 employees and was jointly announced with parent Florence in November 2025. The company is HKZ-certified since 2013, holds no external funding rounds, and is privately held under the Florence group — which together with Assist Zorg controls ownership and strategic direction.
Florein firmographics
Firmographics- Name
- Florein
- Legal name
- Florein Zorg B.V.
- Website
- https://florein.nl
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Florein Zorg B.V. is a private Dutch home care organization, founded in 2008 as a joint venture of Florence and Assist Zorg, providing Wmo-funded household support and 24-hour palliative care to elderly and disabled clients across ten Haaglanden municipalities, with a Florissant subsidiary offering cleaning services to regional healthcare institutions.
- Ownership category
- akta.pro rank
Florein industry classification
Industry- Product category
- Home Healthcare Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Home Health Care Services (8082)
- akta.pro primary industry
- Respite In-Home Care (Short-Term Relief) (HLADAGAH)
- akta.pro secondary industries
- Overnight Respite Care (HSABAGAB), Respite Care for Adults with Disabilities / Special Needs (HSABAGAI), Caregiver Support & Respite Coordination (Assessment/Scheduling/Voucher Navigation) (HLADAKAJ)
Keywords
Where Florein is headquartered
LocationHeadquarters
- HQ city
- Rijswijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Florein business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wmo Household Support: Government-funded household support services under the Wet maatschappelijke ondersteuning (Wmo). Municipalities fund care for eligible clients, with clients paying a monthly contribution (max €20.60 in 2025). Core revenue stream since 2008.
- 24-Hour Palliative Care: Round-the-clock palliative care services at home for clients in their final life phase. Provides continuous support with experienced caregivers.
- Professional Cleaning Services (Florissant): Professional cleaning services for healthcare institutions in the Den Haag region. Part-time cleaning work in resident rooms, bathrooms, common areas of care facilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Wmo Household Support - Client Contribution |
| Usage-based | Monthly | Household Helper - Part-time Positions |
| Unit Pricing | Pay-as-you-go | Holiday Worker Rates |
| Subscription | Monthly | Financial Controller - FWG 55 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Florein product offering
Product offeringCore offering
Florein provides household support services (huishoudelijke ondersteuning) funded through the Dutch Wmo (Wet maatschappelijke ondersteuning) to elderly and disabled individuals in the Haaglanden region, including cleaning, laundry, ironing, and shopping assistance delivered by fixed caregivers in clients' homes. The company also offers 24-hour palliative care for end-of-life support at home, and operates the Florissant subsidiary delivering professional cleaning services to healthcare institutions in the Den Haag region.
Product overview
Florein is a private home care organization offering a unified portfolio of household support and palliative care services. The core offering is Huishoudelijke Ondersteuning (household support funded through WMO), supplemented by 24-uurs Palliatieve Zorg (24-hour palliative care). The subsidiary brand Florissant provides professional cleaning services to healthcare institutions. Services are delivered by approximately 600+ caregivers across the Haaglanden region, with a focus on fixed caregivers providing personal attention and continuity.
Differentiator
Problem solved
Functional benefit
Brands
- Florissant: The cleaning company of Florein, offering professional, service-oriented facility services to healthcare institutions in the Den Haag region.
Products and services
- Huishoudelijke Ondersteuning (Household Support) Primary service providing household assistance to people in their own homes, funded through the Wet maatschappelijke ondersteuning (WMO). Services include cleaning, vacuuming, laundry, ironing, and light household tasks, delivered by fixed caregivers who provide continuity and personal attention.
- 24-uurs Palliatieve Zorg (24-Hour Palliative Care) Round-the-clock palliative care services at home during the final phase of life. Experienced caregivers provide continuous support day and night, offering comfort, listening to wishes, and coordinating with family, doctors, and other care providers to ensure a peaceful and dignified experience.
- Florissant Professional Cleaning Professional cleaning company of Florein providing service-oriented facility services to healthcare institutions in the Den Haag region. Offers part-time cleaning work in resident rooms, bathrooms, living rooms, and common areas of care facilities.
Quantifiable outcome
- 3,300+ clients served with household support
- +3 more outcomes
Companies that use Florein
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Florein technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Florein partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major and core.
- HVP ZorgmajorAcquisition target. HVP Zorg provided household support for 1,150 clients and nursing, care, dementia case management, and day care for 350 clients in Haagse regio with 80+ employees. NZa approved the acquisition. Florein took over household support activities and Florence took over care/care coordination activities. 130 HVP employees joined Florein.
- FlorencecoreFlorence is a major healthcare provider in Haaglanden region. Florein is a joint venture of Florence and Assist Zorg. Florence provides wijkverpleging (district nursing) services. The organizations have collaborated for years in Haagse wijken, casemanagement dementie, and regional cooperation. Per January 2026, Florence and Florein jointly acquired HVP Zorg activities.
- Assist ZorgcoreJoint venture partner with Florence in Florein. Assist Zorg partners with Florence to operate the Florein home care organization.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
Florein competitors and assessment
Company assessmentDirect peers
- Tzorg: Tzorg is one of the largest Dutch providers of Wmo-funded household support and personal care, with nationwide coverage. It is directly comparable to Florein's core Huishoudelijke Ondersteuning offering and target Wmo client base.
- Evean: Evean is a large Dutch home care and elderly care provider offering household support, district nursing, and palliative care. Highly comparable to Florein's combination of Wmo household support and 24-hour end-of-life services.
- Allerzorg: Allerzorg specializes in home-based care including palliative and pediatric complex care, with strong overlap to Florein's 24-uurs Palliatieve Zorg offering. Comparable on intensive home care delivery and clinical coordination.
- Vérian: Vérian provides home care, household support, and specialist nursing across multiple Dutch regions, including Wmo-funded services. Directly comparable on service mix and elderly/disabled client segments.
- Home Instead (Netherlands): Home Instead Netherlands provides non-medical in-home care and companionship to seniors, operating on a similar personal-care-at-home model. Directly comparable on service type, caregiver matching emphasis, and elderly client base.
Broad incumbents
- Buurtzorg: Buurtzorg is the Netherlands' most prominent home care organization, providing district nursing and personal care via self-managing teams. It is a broad incumbent competitor operating at national scale with overlapping Wmo and elderly care services.
Regional players
- Sensire: Sensire is a regional home care and welfare provider in Gelderland/Overijssel offering Wmo household support and personal care. Comparable service portfolio and client model, though operating in a different Dutch region than Florein.
- TWB Thuiszorg: TWB Thuiszorg delivers district nursing and personal care in West-Brabant. Comparable service portfolio to Florein but operates in a different Dutch region, making it a regional rather than direct competitor.
- De Friese Wouden: De Friese Wouden is a care and welfare organization in Friesland providing home care and household support. Similar Wmo-funded service model, but regionally focused outside Florein's Haaglanden territory.
Emerging players
- Saffier (The Hague area): Saffier is a care group operating in the same Haaglanden/The Hague region as Florein, providing elderly care, home support, and residential services. It is a regional adjacent competitor with overlap on elderly in-home support.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Florein social profiles
Digital presenceFlorein compliance and trust
Trust signalCompliance1 record
Florein financial estimates
Financial estimateRevenue estimate
Valuation estimate
Florein leadership team
Management profileNumber of profiles
Profiles1 record
Florein subsidiaries and ownership
Company hierarchySubsidiaries1 record
Florein funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Florein 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 Florein
What does Florein do?
Florein provides household support services (huishoudelijke ondersteuning) funded through the Dutch Wmo (Wet maatschappelijke ondersteuning) to elderly and disabled individuals in the Haaglanden region, including cleaning, laundry, ironing, and shopping assistance delivered by fixed caregivers in clients' homes. The company also offers 24-hour palliative care for end-of-life support at home, and operates the Florissant subsidiary delivering professional cleaning services to healthcare institutions in the Den Haag region.
Is Florein a public or private company?
Florein is a private company. It is classified as corporate owned and is currently operating.
When was Florein founded?
Florein was founded in 2008. It employs 1,001 to 5,000 people.
Where is Florein based?
Florein is headquartered in Rijswijk, Netherlands, in the Europe region.
How does Florein make money?
Three revenue lines are on record. Wmo Household Support is the primary driver. The others are 24-Hour Palliative Care and professional Cleaning Services (Florissant).
Who are Florein's main competitors?
Direct peers on record are Tzorg, Evean, Allerzorg, Vérian and Home Instead (Netherlands). Buurtzorg is listed as a broad incumbent. Regional players are Sensire, TWB Thuiszorg and De Friese Wouden. Saffier (The Hague area) is listed as an emerging player.
Does Florein have an API?
No public API is recorded for Florein.
What industry is Florein in?
Florein's product category is Home Healthcare Services. Its primary akta.pro industry code is HLADAGAH, Respite In-Home Care (Short-Term Relief), with a secondary code of HSABAGAB, Overnight Respite Care. Its NAICS code is 624120 and its SIC code is 8082.