Advitas

What Advitas does

Advitas is a Netherlands-based independent financial advisory firm founded in 2006 and headquartered in Alkmaar, operating through a network of 40+ certified advisors distributed nationwide. The company delivers three core service pillars: mortgage and home financing advisory (including first-time purchase, refinancing, home equity utilization, and renovation loans); pension and income planning (annuity payouts, managed investing, and employer-sponsored schemes); and insurance brokerage (auto, home, life risk, funeral, liability, and business coverage). The underlying technology is standard advisor software combined with customer dossiers, supplemented by self-service calculation tools (rekentools) for mortgage rates, maximum borrowing, monthly costs, and home value, and a customer portal (Mijn Advitas). The company compares products from 30+ mortgage providers, banks, and insurers including ABN AMRO, ING, Rabobank, Aegon, Achmea, and Nationale Nederlanden, reinforcing its independent advisory positioning.

The business model combines commission income from financial product providers with advice fees that vary by product type and complexity, plus a newer subscription layer via the Advitas Service Abonnement for ongoing policy management. Go-to-market is primarily advisor-led: customers book free initial consultations, after which advisors provide in-home or video consultations. Marketing channels include content marketing via blog posts, SEO-optimized website pages, and free consultation appointments as bottom-of-funnel conversion. The company also differentiates through the Regreener climate partnership (established May 2022), which plants a tree per advice meeting and channels 10% of Advitas Duurzaam Voordeelpakket revenues into nature restoration projects, with 57,000+ trees planted and 29.8 million km of travel compensated to date.

Regulatory status includes AFM registration (12041442), Kifid registration (300.015339), and KvK registration (01112230). Sub-brands include the Pre-Funda Pakket (early property listing access), Overwaardeloket (home equity tool), and Advitas Duurzaam Voordeelpakket (sustainable insurance package). The firm has no disclosed parent company, funding rounds, M&A activity, or institutional investors, and operates as a privately-held independent entity.

Name

Advitas

Legal name

Advitas

Website

https://advitas.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Advitas is a Netherlands-based independent financial advisory firm operating through 40+ certified advisors nationwide, providing independent advice and brokerage on mortgages, pensions, and insurance products by comparing 30+ providers, primarily serving Dutch individual homeowners, retirees, and small employers.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Family Office Advisory & Outsourced CIO (OCIO) (FSAAADAC)

Keywords

• Mortgage advisory services
• Pension planning advice
• Insurance brokerage
• Financial advisory services
• Home equity advisory

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory and Intermediation: Advitas provides independent financial advice and intermediation services for mortgages, pensions, and insurance products, earning commissions from financial product providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Advitas is an independent Dutch financial advisory firm providing personalized advice and intermediation services for mortgages, pensions, and insurance products. Through a nationwide network of 40+ certified advisors, the company compares offerings from 30+ mortgage providers, banks, and insurers to deliver independent advice to Dutch consumers, available through home visits, video consultations, and self-service online tools.

Product overview

Advitas is an independent financial advisory firm operating across the Netherlands with a network of 40+ experts. The company offers a comprehensive portfolio of financial services organized into three core pillars: (1) Mortgage & Home advisory including purchase financing, refinancing, equity utilization, and renovation loans; (2) Pension & Income services covering annuity products, managed investments, and employer-sponsored pension schemes; and (3) Insurance brokerage including auto, home, life risk, funeral, liability, and business coverage. The offering also includes self-service calculation tools for mortgage rates, maximum borrowing, and home valuation. The company emphasizes sustainability through its Advitas Duurzaam Voordeelpakket and Regreener partnership for carbon compensation. Advitas operates on a 100% independent basis, comparing products from 30+ mortgage providers, banks, and insurers.

Differentiator

Problem solved

Functional benefit

Brands

• Advitas Duurzaam Voordeelpakket: Sustainable discount package for insurance products, with 10% of revenues invested in national and international nature projects
• Pre-Funda Pakket
• Overwaardeloket

Products and services

• Hypotheek & Huis (Mortgage & Home Advisory) Independent mortgage and home financing advisory covering first home purchase, next home purchase, purchasing as entrepreneur or senior, utilizing home equity, home renovation, mortgage refinancing, and mortgage affordability at retirement. Compares offerings from 30+ mortgage providers.
• Pensioen & Inkomen (Pension & Income Advisory) Pension and income planning services including annuity payouts, tax-efficient saving, switching of investment products, managed investing, and pension through employer. Targeted at individuals and pre-retirees.
• Verzekeringen (Insurance Brokerage) Independent insurance advisory and brokerage services including auto, home, funeral, life risk, liability, and business insurance. Compares providers to find suitable coverage and rates.
• Pensioen via Werkgever (Employer Pension Scheme) Employer pension scheme services allowing businesses to offer supplementary pension benefits to employees cost-neutrally, including support with secondary employment conditions, legal information obligations, and pension communication requirements.
• Schade Melden (Damage Reporting Service) Online damage reporting service allowing clients to file insurance claims online for both personal and business coverage.
• Advitas Duurzaam Voordeelpakket (Sustainable Advantage Package) Sustainable insurance package where 10% of premiums are reinvested in national and international nature conservation projects, including mangrove restoration in Brazil, nature restoration in the Netherlands, and tree planting in Ethiopia.
• Pre-Funda Pakket Early access service for homebuyers providing property listings before public availability on Funda, giving priority at viewings.
• Rekentools (Self-Service Calculation Tools) Self-service online calculation tools covering mortgage rate comparison, maximum mortgage, monthly costs, home value, home equity, and energy label improvement.
• Advitas Service Abonnement Ongoing annual service subscription providing continued advisory support and policy management for Advitas customers.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• ABN AMROminorOthers · 1 May 2022Mortgage provider included in Advitas comparison network of 30+ providers for independent advice.
• RegreenercoreStrategic or Co-development PartnerSince May 2022, Advitas partners with climate organization Regreener to offset CO2 emissions from advisor car travel by planting a tree for each consultation. Additionally, 10% of revenues from the Advitas Duurzaam Voordeelpakket (sustainable advantage package) is invested in national and international nature projects. Projects include mangrove restoration in Brazil, nature restoration in the Netherlands, and tree planting in Ethiopia.
• AchmeaminorOthersInsurance provider included in Advitas comparison network of 30+ providers for independent advice.
• AegonminorOthersInsurance and pension provider included in Advitas comparison network of 30+ providers for independent advice.
• Nationale NederlandenminorOthersInsurance and pension provider included in Advitas comparison network of 30+ providers for independent advice.
• INGminorOthersBanking provider included in Advitas comparison network of 30+ providers for independent advice.
• RabobankminorOthersBanking and mortgage provider included in Advitas comparison network of 30+ providers for independent advice.
• ASN Bank (including SNS, BLG Wonen, RegioBank)minorOthersBanking providers included in Advitas comparison network of 30+ providers for independent advice.
• a.s.r.minorOthersInsurance provider included in Advitas comparison network of 30+ providers for independent advice.
• AllianzminorOthersInsurance provider included in Advitas comparison network of 30+ providers for independent advice.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Pricewise: Dutch comparison site covering insurance, energy, and financial products, including mortgage comparison. Comparable to Advitas as an alternative Dutch acquisition channel that drives consumers toward switch decisions on similar product categories.
• De Hypotheker: One of the largest independent Dutch mortgage advisor networks with hundreds of branches and comparable intermediation/commission model. Directly comparable to Advitas in mortgage focus, independent positioning, and local advisor distribution across the Netherlands.
• Nationale Hypotheekbureau: National Dutch mortgage advisory firm specializing in independent mortgage advice across multiple providers. Direct competitor to Advitas's Hypotheek & Huis pillar in the same intermediation/commission economics.
• Van Bruggen Adviesgroep: Dutch independent financial advisory firm offering mortgage, insurance, and pension advice via a local-branch advisor model. Closely mirrors Advitas's multi-product intermediation model and national advisor footprint.
• Independer: Dutch financial product comparison platform enabling consumers to compare mortgages, insurance, and pension products directly. Comparable as an aggregator competitor serving the same Dutch consumer with similar multi-product coverage.

Others

• Obvion (NIBC): Dutch mortgage originator providing mortgage products via independent advisor channels including Advitas. Comparable as a Dutch institutional product provider that Advitas compares and intermediates into consumer placements.

Broad incumbents

• Centraal Beheer (Achmea): Large Dutch insurer offering direct-to-consumer insurance and pension products, bypassing intermediation. Comparable incumbent that competes with Advitas's insurance and pension advisory on price and direct distribution.
• ASR Nederland: Major Dutch insurance and asset management group offering life, pension, and non-life products. Comparable as a provider in Advitas's 30+ provider comparison network and as a vertically integrated competitor for pension and insurance placement.
• Rabobank (Hypotheken): Major Dutch cooperative bank providing mortgages, pensions, and insurance through captive distribution. Comparable both as a provider Advitas compares and as a competing distribution channel for independent mortgage customers.

Emerging players

• Moneywise (MoneyView / Moneywise.nl): Dutch comparison and advisory platform covering mortgages, energy, and consumer finance. Adjacent competitor that funnels consumers toward switching decisions in product categories Advitas also serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Advitas