What Adfiz does

Adfiz is a Dutch trade association (branchevereniging) headquartered in Amersfoort that represents independent financial advisors across the Netherlands. Founded as a membership-based non-profit, the association's primary customers are independent advisory firms operating outside the captive channels of banks and insurers, covering insurance intermediation, mortgage advice, pensions, and financial planning for both private consumers and business clients. Adfiz delivers value through four reinforcing pillars: (1) advocacy and lobbying in Den Haag and Brussels on MiFID II, the new pension system, AOV voor zelfstandigen (BAZ), CSRD/SFDR, digital accessibility (EAA), and other sector regulation; (2) a knowledge repository of 70+ practical models, 20+ topical Kennisportalen (AI, cyber, pensions, sustainability, privacy, climate risk, zorgplicht, etc.), and the annual 'Advies in Cijfers' market research report now in its 7th edition; (3) a recurring event program including the Najaarsevent, Nieuwjaarsbijeenkomst, Algemene Ledenvergadering, and six regional meetings; and (4) an ecosystem of 40+ member benefits delivered through associated partners such as ANVA, SUREbusiness, BrandMr, Lindenhaeghe, BHB Dullemond, Troostwijk, Florius, and De Goudse.

The underlying technology is modest in scope and primarily serves member enablement rather than being the product itself. Core digital assets include the Adfiz Extranet (member portal hosting the Kennisportalen and web dossier archive), a webinar infrastructure (with a back-catalogue archive), the 'Vind Adviseur' consumer-facing directory, and integration touchpoints through Aplaza (data exchange between insurers, intermediaries, and software suppliers) and SUREnet (multi-insurer quoting with bundled discounts up to 10%). The organization is currently migrating its full website to a new platform and refreshing its external communication strategy, while phasing out the legacy FinFin consumer platform (February 2025). Technology is positioned as table stakes for knowledge distribution rather than a competitive differentiator.

The business model is subscription-recurring, funded by annual membership fees paid by independent advisory firms, supplemented by associate partner fees and event-related revenue. There is no external investor or parent company; governance is exercised through a bestuur led by Chairman Roger van der Linden and Director Enno Wiertsema, a ledenraad with regional representation (recently refreshed with members from Friesland, West-Brabant/Zeeland, and Zuid-Holland/Utrecht), and a bureau staffed by approximately 11-50 people including public affairs, communications, and event management functions. Distribution is community-led, with member recruitment, regional meetings, and content marketing (Adfiz Magazine, trade press columns) as primary growth channels.

Name

Adfiz

Legal name

Adfiz

Website

https://adfiz.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Adfiz is a Dutch trade association (branchevereniging) that represents independent financial advisors in the Netherlands. It provides lobbying in Den Haag and Brussels, an annual research report, 70+ practical knowledge models, and member benefits through a partner ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Amersfoort

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Adfiz generates revenue primarily through annual membership fees from independent financial advisory firms. Membership provides access to knowledge resources, events, publications, lobbying representation, and member benefits.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Adfiz is a Dutch trade association (branchevereniging) that represents independent financial advisors in the Netherlands. It provides lobbying and advocacy at national (Den Haag) and EU (Brussels) levels, develops knowledge resources including 70+ practical models and topic-specific knowledge portals, publishes the annual Advies in Cijfers market research report, organizes industry events and regional meetings, and offers 40+ member benefits through partner discounts.

Product overview

Adfiz is a Dutch trade association (branchevereniging) for independent financial advisors, offering a portfolio of knowledge products, research publications, and member services. The core offering centers on Advies in Cijfers (annual market research report), the Adfiz Prestatie Onderzoek (performance/award program), Adfiz Nieuwjaarspeiling (annual sector survey), and Adfiz Magazine. Supporting these are over 70 Adfiz Modellen (practical templates and checklists), a network of knowledge portals covering topics from AI to pensions, and 40+ Ledenvoordelen (member discounts on partner services). The association also organizes events (Najaarsevent, Nieuwjaarsbijeenkomst, regional meetings) and maintains an extensive webinar archive. Adfiz's consumer-facing tools (FinFin and Vind een Adviseur) are being restructured as part of an ongoing digital transformation.

Differentiator

Problem solved

Functional benefit

Brands

• Advies in Cijfers: Annual publication providing data and insights about the financial advisory sector in the Netherlands
• FinFin
• Nieuwjaarspeiling
• Adfiz Prestatie Onderzoek
• Adfiz Magazine

Products and services

• Advies in Cijfers

Quantifiable outcome

• Represents the interests of independent financial advisors in Dutch parliament and EU institutions
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor.

• Alicia InsuranceminorGTM or Marketing Partner · 1 January 2025Alicia Insurance is an associated partner providing digital insurance solutions that simplify insurance for both customers and advisors. The partnership allows advisors to combine personal advice with digital convenience.
• BHB DullemondminorStrategic or Co-development Partner · 1 January 2025M&A advisory firm specializing in the financial advisory sector since 1998. Helps advisors with business sales, acquisitions, and value maximization.
• BrandMrminorImplementation/ SI/ Consulting Partner · 1 January 2025Legal advisory firm specializing in insurance law and liability matters. Provides expertise on legal aspects of collaboration and business operations for advisory firms.
• WijZijnLoekminorStrategic or Co-development Partner · 1 January 2025Specialist in AOV (occupational disability insurance) advisory services. Provides support for advisors whose AOV advisory expertise may be limited, offering discounts for Adfiz members.
• LindenhaegheminorStrategic or Co-development Partner · 1 January 2025Educational partner providing professional development and training for the financial advisory sector.
• De GoudseminorGTM or Marketing Partner · 1 January 2025Insurance company offering commercial insurance products through independent advisors.
• InsverminorStrategic or Co-development Partner · 1 January 2025Partner focused on sustainability and sustainable insurance advisory.
• FloriusminorGTM or Marketing Partner · 1 January 2025Mortgage provider participating in Najaarsevent with focus on customer management and activation in mortgages.
• MarshminorGTM or Marketing Partner · 1 January 2025Global insurance broker with Adfiz members nominated for VNAB Young Talent Award.
• AonminorGTM or Marketing Partner · 1 January 2025Global professional services firm with Adfiz members and associated partner participating in industry events.
• Ecclesia Risk & BenefitsminorStrategic or Co-development Partner · 1 January 2025Risk and benefits advisory firm, member of Adfiz ledenraad, working on digital accessibility initiatives.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• LIMRA: US-based research and consulting organization serving the insurance and financial services industry. Comparable in providing industry research, benchmarking, and educational resources similar to Adfiz's Advies in Cijfers publication and knowledge portals.
• CFA Institute: Global professional association for investment management professionals, offering the CFA designation. Comparable as a broader financial services membership organization with a content, advocacy, and credentialing model similar to Adfiz's knowledge-portal approach.
• MKB-Nederland: Dutch entrepreneurs' organization representing SME interests in The Hague and Brussels. Directly connected to Adfiz through the chairman's role, and comparable as a Dutch trade association providing advocacy and member services to a defined constituency.
• VNO-NCW: The Confederation of Netherlands Industry and Employers, the largest employers' organization in the Netherlands. Comparable as a Dutch umbrella trade association with advocacy at national and EU level, though representing a broader business constituency than Adfiz.
• Verbond van Verzekeraars: The Dutch Insurance Industry Association representing insurers operating in the Netherlands. It is the broader incumbent trade body in the same sector, offering overlapping policy advocacy and industry representation, though it represents carriers rather than independent advisors specifically.

Direct peers

• Association of British Insurers (ABI): The UK trade association for the insurance and long-term savings industry. Comparable as a UK equivalent of the Verbond van Verzekeraars, providing a peer benchmark for how Dutch insurance trade associations deliver advocacy and member value.
• NAIFA (National Association of Insurance and Financial Advisors): The US-based national trade association representing insurance and financial advisors. Closely comparable in mission (advocacy, professional development, member resources) and constituency (independent advisors) to Adfiz, but operating in a much larger US market.
• Chartered Insurance Institute (CII): UK-based professional body for the insurance and financial planning sector, providing qualifications, membership, and advocacy. Comparable to Adfiz in serving financial advisors with educational content, designations, and policy representation.
• NVGA (Nederlandse Vereniging van Gevolmachtigde Assuradeuren): Dutch Association of Authorized Insurers focused on the intermediary and authorized insurer segment. Directly comparable as a Dutch trade association serving the insurance distribution chain with a similar advocacy and knowledge-sharing mission.

Regional players

• Insurance Council of Australia: Australian insurance industry body representing insurers. Comparable as a regional trade association model, providing a geographic benchmark for how insurance sector advocacy and member services are structured outside Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/adfiz
• Xx.com/adfiz

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Adfiz