123Wonen

What 123Wonen does

123Wonen distributes through its franchise office network (enterprise/ SMB landlords via local consultations), its own website 123wonen.nl (self-serve property search for renters), and third-party listing platforms including Funda.nl, Pararius.nl, ExpatRentalsHolland.com, and LuxuryHomes.nl. Marketing is driven by organic listings, an email alert service (Woningmail), and a tenant referral program. Revenue mechanics are dual: transaction-based mediation fees from landlords per successful placement, and recurring monthly management fees for ongoing property administration. The customer base is fragmented across private landlords, real estate investors, institutional owners, and corporate/ government clients (Defense, expat relocations), with renters served as end-users free of charge. The technology layer is a conventional web listing platform with search, filters, virtual tours, online applications, and a free rental price calculator, supported by an in-house legal department producing custom lease agreements and an in-house technical service department for maintenance. Founded and owned by Bart Christiaans and Olivia Samuel, 123Wonen is independently operated with no disclosed institutional ownership.

Name

123Wonen

Legal name

123Wonen

Website

https://123wonen.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

123Wonen is a Dutch rental brokerage operating a 33-office franchise network that matches residential tenants with landlords and provides property management, charging landlords mediation and recurring management fees while serving renters free of charge, with a specialized expat relocation and Defense personnel practice.

Ownership category

akta.pro rank

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices35 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Rental Mediation (Bemiddeling): 123Wonen charges landlords a fee for rental mediation services, including tenant placement, screening, and contract preparation. The company states they act exclusively for the landlord (100% voor de verhuurder), meaning no mediation fees are charged to tenants/renters.
2. Property Management Services: The company offers comprehensive property management services including financial management (compleet beheer) and technical management (technisch beheer), generating recurring management fees from landlords.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

123Wonen is a Dutch residential rental brokerage (verhuurmakelaar) that matches tenants with landlords and manages rental properties on behalf of owners. It operates a 33-office franchise network across the Netherlands and is paid by landlords through one-off mediation/placement fees and recurring management fees, while providing its services to renters free of charge. Complementary offerings include expat relocation services, new-build and transformation project advisory, and furnishing services.

Product overview

123Wonen operates as a rental real estate broker (verhuurmakelaar) in the Netherlands, operating through a franchise network of 33 local offices across the country. The core offering consists of rental mediation services that match tenants with landlords, complemented by property management services (financial and technical administration). Additional services include expat relocation assistance, new construction project advisory, and furnishing services for furnished rentals. The company maintains a digital platform for property listings with search functionality, a property alert service (woningmail), and a rental price calculator tool. The company specializes in the private rental sector and serves both tenants and landlords, with particular expertise in the expat rental market segment.

Differentiator

Problem solved

Functional benefit

Products and services

• Rental Mediation Services (Bemiddeling) Facilitates matching of tenants and landlords for residential rentals across the Netherlands, including tenant screening, contract management, and property viewing coordination. Charged to landlords; free for renters.
• Property Management (Vastgoedbeheer) Comprehensive property management for landlords covering financial administration (compleet beheer) with guaranteed income, technical management, maintenance coordination, 24/7 tenant support, and proactive debtor management across 33 local offices.
• Expat Relocation Services Specialized services for international tenants and relocating employees, including documentation, permit setup, utilities configuration, and contract explanation. Supports corporate clients and government agencies placing expats in the Netherlands.
• New Construction and Transformation Project Advisory (Nieuwbouw- en Transformatieprojecten)
• Furnishing & Upholstery Services (Meubilering & Stoffering) Furniture and interior fitting services for furnished rental properties, supporting landlords and tenants requiring turnkey furnished rentals.
• Tenant Screening Services Creditworthiness checks, background verification, and identity document validation through national partnerships (including SBWH.nl) to ensure reliable tenants for landlords.
• Corporate and Defense Housing Services Specialized rental placement and relocation services for Dutch Defense personnel and corporate clients, including multiple property management and expat employee relocation.
• Franchise Makelaar Program Franchise program enabling independent real estate agents to operate a 123Wonen-branded local office, leveraging central brand, systems, and referral network.

Quantifiable outcome

• Properties rented within 2 weeks guaranteed
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Funda.nlcoreGTM or Marketing PartnerFunda.nl is the largest Dutch property listing platform. 123Wonen lists all properties on Funda to reach the broadest audience of potential renters in the Netherlands.
• Pararius.nlcoreGTM or Marketing PartnerPararius is a major Dutch rental property portal. 123Wonen distributes listings through Pararius to reach active rental seekers.
• ExpatRentalsHolland.comcoreGTM or Marketing PartnerSpecialized platform targeting international renters and expats. This partnership supports 123Wonen's dedicated expat relocation services and international tenant acquisition.
• Huurwoningen.nlminorGTM or Marketing PartnerDutch rental property listing portal. 123Wonen distributes listings to reach additional rental market segments.
• ExpatRentals.euminorGTM or Marketing PartnerEuropean expat rental platform. Supports cross-border relocation services for international tenants.
• LuxuryHomes.nlminorGTM or Marketing PartnerLuxury property listing platform. Supports 123Wonen's higher-end property listings and premium segment.
• SBWH.nlminorStrategic or Co-development PartnerCollaboration with SBWH (organization for housing fraud prevention) to combat rental fraud and ensure legitimate tenant-landlord transactions.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• NVM: NVM is the Dutch national association of real estate agents and appraisers, governing standards and providing infrastructure for affiliated brokerages. It is comparable as the industry body for Dutch rental and sales brokerage and shapes competitive dynamics that 123Wonen operates within.
• Bouwinvest: Bouwinvest is a Dutch institutional real estate investor with a dedicated residential fund investing in and managing Dutch rental housing. It is comparable as a sizeable Dutch residential rental participant but acts as principal/landlord rather than competing with 123Wonen's third-party brokerage.
• Vesteda: Vesteda is the largest Dutch institutional investor and operator in the private rental sector, owning and managing a portfolio of mid-market rental homes. It is comparable as a residential rental scale player in the Netherlands but operates on the owner/investor side rather than as a brokerage competing for third-party landlords.

Emerging players

• ExpatRentalsHolland.com: ExpatRentalsHolland is a specialized Dutch online platform focused exclusively on expat and international tenant rentals, partnering with agencies including 123Wonen. It is comparable as an emerging specialized player addressing the same expat landlord-tenant segment that 123Wonen targets with its relocation service.

Direct peers

• Pararius: Pararius operates the largest independent Dutch rental property portal and an affiliated brokerage, listing rentals across the country and connecting landlords with tenants via subscriptions and lead referrals. It is the closest direct comparable to 123Wonen's rental-mediation model and overlaps on listing distribution channels.

Broad incumbents

• RE/MAX Nederland: RE/MAX operates a large Dutch franchise network of real estate agents handling both sales and rentals, with a national brand and shared marketing infrastructure. It overlaps with 123Wonen's franchise model and rental mediation services but is primarily sales-oriented and globally branded.
• ERA Nederland: ERA runs a Dutch franchise network of real estate brokers offering residential sales, rentals, and property management across regional offices. It competes for landlord-side rental mandates in overlapping Dutch geographies but is broader in scope than 123Wonen's rental-specialist focus.
• MVGM: MVGM is one of the largest full-service Dutch real estate management firms, providing residential and commercial property management, brokerage, and valuation services nationwide. It is comparable as a residential property management incumbent but covers a wider portfolio and is not franchise-structured.
• Cushman & Wakefield Netherlands: Cushman & Wakefield is a global real estate services firm with Dutch offices providing valuation, advisory, and property management across residential and commercial segments. While primarily commercial, it is comparable as a broader incumbent offering residential property management services in the Netherlands.
• JLL Netherlands: JLL operates in the Netherlands as a global real estate services firm covering investment advisory, valuations, and residential property management. It is comparable as a broad incumbent with Dutch residential reach but typically serves larger institutional clients than 123Wonen's mid-market landlords.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/123wonen
• Facebookfacebook.com/123Wonen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 123Wonen