Moneywise

What Moneywise does

Moneywise B.V. is a Netherlands-based independent online financial services comparison and advisory platform, founded in 2011 by Jeroen Wolfsen and Jochem Kessens and headquartered in Zeewolde. The company serves Dutch consumers with a self-service digital platform covering the full Dutch retail financial product taxonomy, with a primary focus on lijfrente (tax-advantaged annuities), banksparen (bank-based pension savings), pensioen (supplementary pension), hypotheek (mortgage), and adjacent categories including verzekeringen (insurance), sparen (savings), beleggen (investing), and lenen (borrowing). The platform compares offerings from over 30 Dutch banks and insurers and offers specialized calculators (jaarruimte, maximum hypotheek), interest rate tracking, and a structured woekerpolis remediation service.

Under the hood, the platform is a web-based comparison engine with integrated calculators, content/SEO infrastructure (knowledge base, ebooks, blog), a newsletter reaching 16,822 subscribers, and supporting CRM and document management for the EUR 60 transfer service. Distribution is exclusively direct-to-consumer via the website, with inside-sales style expert support available by phone, WhatsApp, and email. Moneywise does not expose a public API and has no native mobile app.

The business model is built on direct customer fees for advisory services with no commission streams from banks or insurers since 2013, supplemented by affiliate referral fees for select partner referrals and a EUR 60 one-time transfer service fee for lijfrente capital transfers. The company holds AFM license 12046054 under the Wet op het financieel toezicht (Wft), and has served over 28,000 lifetime customers with an 8.9/10 average rating across 12,685 published reviews. Marketing is digital-first: content marketing, SEO, organic social (Facebook, LinkedIn, Twitter, YouTube), a monthly email newsletter, and earned media appearances in major Dutch outlets. The company operates with a headcount of 1-10 and is privately held with no disclosed funding rounds or institutional investors.

Name

Moneywise

Legal name

Moneywise B.V.

Website

https://moneywise.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Moneywise is a Netherlands-based independent online comparison and advisory platform founded in 2011 that helps Dutch consumers compare and arrange lijfrente, pensioen, hypotheek, banksparen, and other financial products from over 30 banks and insurers, supported by licensed advisors via phone and WhatsApp.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

SIC

Investment Advice (6282)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Financial product comparison
• Pension advisory services
• Mortgage advisory services
• Annuity comparison
• Insurance comparison

Headquarters

HQ city

Harderwijk

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

Revenue model

1. Direct customer fees: Moneywise is directly paid by customers for their services. They explicitly state they do not receive commissions from banks or insurers since 2013 when such commissions were banned for intermediaries.
2. Affiliate referral fees: In some cases, Moneywise receives affiliate fees when customers are referred to partner websites through their platform. This does not influence the content or order of comparisons.
3. Transfer service fee: A one-time fee of EUR 60 is charged for transfer service where Moneywise monitors the transfer process of lijfrente capital between providers on behalf of the customer.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Moneywise operates an independent Dutch online platform where consumers can compare and arrange financial products from more than 30 banks and insurers, covering lijfrente (annuities), banksparen, pensions, mortgages, savings, investments, loans, and insurance. Customers can independently compare products online using calculators and comparison tools, then receive help from AFM-licensed advisors via phone, WhatsApp, or email to finalize the arrangement. Moneywise is paid directly by customers for its advisory and transfer services rather than receiving commissions from product providers.

Product overview

Moneywise operates as an independent online financial comparison and advisory platform. The core offering consists of a comprehensive comparison engine covering pension products (lijfrente, banksparen, pensioen), mortgages, insurance, savings, investments, and loans from over 30 banks and insurers. The product portfolio centers on lijfrente (tax-advantaged annuity) as the primary category, supplemented by banksparen (bank-based pension savings), pensioen (supplementary pension), hypotheek (mortgage), and various other financial products. Key sub-products include OAKK Beheerd Beleggen (managed investment service with 11 risk profiles) and a woekerpolis conversion service helping consumers switch from legacy high-fee investment policies. The platform offers comparison tools, online processing capabilities, and optional expert advisory services. Founded in 2011, the company serves over 28,000 customers and receives approximately 100,000 monthly visitors.

Differentiator

Problem solved

Functional benefit

Products and services

• Lijfrente (annuity) comparison and arrangement Independent comparison and arrangement of Dutch lijfrente (annuity) products from multiple banks and insurers, helping consumers select and take out a tax-favored retirement annuity.
• Banksparen (savings-annuity) comparison and arrangement Comparison and arrangement of Dutch banksparen products, an alternative to traditional annuity insurance for building tax-deferred retirement capital.
• Pensioen (pension) services Information, comparison and arrangement support for Dutch pension-related products and consolidation of pension capital at retirement.
• Hypotheek (mortgage) advice Independent Dutch mortgage comparison and advice service ('Hypotheekadvies') that helps consumers select and arrange mortgage products from multiple lenders.
• Sparen (savings) comparison Comparison of Dutch savings accounts to help consumers find the highest interest rate or best conditions across banks.
• Beleggen (investments) comparison Comparison and selection of Dutch investment products, including discretionary managed portfolios such as OAKK Beheerd Beleggen, accessible to consumers via the platform.
• OAKK Beheerd Beleggen Discretionary managed investment portfolio offered through the Moneywise platform for consumers who want a delegated investing solution.
• Lenen (personal loans) comparison Comparison of Dutch personal loan products to help consumers find suitable borrowing terms.
• Verzekeringen (insurance) comparison Comparison of Dutch insurance products across participating insurers so consumers can select appropriate coverage.
• Woekerpolis (mis-sold unit-linked policy) service Specialist service for Dutch consumers who hold a unit-linked insurance policy and want to assess claims or recover money, with a paid transfer option into a banksparen solution.
• Stamrecht / Gouden handdruk service Advisory service for entrepreneurs and employees receiving a golden handshake (severance) to arrange it in a tax-efficient manner, typically into a stamrecht or lijfrente solution.
• Vrijkomende lijfrente (outgoing annuity) service Service for consumers whose lijfrente policies are paying out, helping them decide whether to draw down or transfer the outgoing annuity capital.
• Koopsomverzekering and Oudedagsverplichting (ODV) comparison Comparison and arrangement of single-premium annuity insurance (koopsomverzekering) and the ODV 'old-age obligation' variant for self-employed professionals and directors.
• Betaalrekeningen (payment accounts) switching service Service helping Dutch consumers switch their payment accounts by comparing and referring them to appropriate banks, often via affiliate partners.
• Beleggingslijfrente and Lijfrenteverzekering comparison Comparison of investment-linked annuity products (beleggingslijfrente) and traditional annuity insurance products (lijfrenteverzekering) from multiple providers.

Quantifiable outcome

• 100,000+ website consultations monthly
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• OAKK Beheerd BeleggencoreTechnology or IntegrationOAKK provides managed investment services integrated with Moneywise's beleggingslijfrente (investment-linked annuity) products. Moneywise offers 11 investment profiles through OAKK for customers building supplemental pension through investment-based products. OAKK is a UNPRI signatory focused on sustainable investing.
• Banks and Insurers NetworkcoreChannel Partner/ Reseller/ DistributorMoneywise compares and distributes products from over 30 banks and insurers including Brand New Day, Nationale Nederlanden, Onderlinge 's-Gravenhage, Centraal Beheer Achmea, ABN AMRO, Rabobank, ASN Bank, Knab, REAAL, Scildon, and Allianz. These providers offer banksparen, lijfrenteverzekering, hypotheek, and other financial products.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Geld.nl: Geld.nl is a Dutch comparison platform specializing in loans, mortgages, and insurance. It competes with Moneywise in the same Dutch consumer financial advice category with a similar advisor-backed service model.
• Pricewise: Pricewise is a well-known Dutch price comparison platform covering financial products, energy, and telecom. It directly competes with Moneywise in the Dutch personal finance comparison category.
• De Hypotheekshop: De Hypotheekshop is one of the largest Dutch mortgage advisor chains with a national office network. It overlaps with Moneywise in the Dutch mortgage advisory category, but adds a physical branch model.
• Overstappen.nl: Overstappen.nl is a Dutch platform that helps consumers switch between insurance, energy, telecom, and financial providers. It overlaps with Moneywise in the financial switching and comparison market for Dutch consumers.
• De Hypotheker: De Hypotheker is a large Dutch mortgage broker with a national branch network. It competes with Moneywise in the Dutch mortgage advisory category, though it operates a hybrid online-plus-branch model rather than digital-only.
• Independer: Independer is the leading Dutch financial product comparison platform covering insurance, mortgages, energy, and banking products. It is a direct competitor to Moneywise in the Dutch financial comparison space, serving the same Dutch consumer with a similar product mix.
• Verzekering.com: Verzekering.com is a Dutch insurance comparison platform covering life, car, and funeral insurance. It is comparable to Moneywise in the Dutch personal financial products comparison and switching space.

Others

• Nibud: Nibud is the Dutch National Institute for Family Finance Information, a non-profit providing financial planning guidance. While not a direct competitor, it shapes Dutch consumer financial decision-making that Moneywise also serves, and is a recognized authority in the same consumer-finance content category.

Regional players

• Raisin: Raisin operates a pan-European deposit and savings marketplace across 30+ countries, with a Dutch presence. It is comparable to Moneywise's savings comparison offering but operates at much greater scale and geographic breadth.

Emerging players

• Brand New Day: Brand New Day is a Dutch online pension and investment provider offering direct-to-consumer lijfrente, banksparen, and beleggen products. It is one of Moneywise's listed comparison partners but also a potential partial disintermediation threat in the same Dutch retirement market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moneywise_nl
• YouTubeyoutube.com/user/MoneyWiseNL
• Facebookfacebook.com/moneywise.nl
• LinkedInlinkedin.com/company/moneywise-nl

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Moneywise