Finac
Finac is an independent Dutch financial advisory firm, founded 1969 in Utrecht, offering mortgage, financial planning, pension, and insurance advice to individuals, self-employed professionals, and SMBs across the Netherlands. It earns revenue through advisory fees, recurring maintenance fees, and insurance commissions via multi-carrier brokerage.
- Company typePrivate
- Founded1969
- HeadquartersUtrecht, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Finac does
Finac is an independent Dutch financial advisory firm headquartered in WTC Utrecht, founded in 1969 originally as Voorlichtingsbureau voor Academici (Information Bureau for Academics) to advise academically trained individuals on mortgage and practice-premises financing, subsequently rebranded to Financiering voor Academici (Finac). The firm serves two primary segments: individuals and self-employed professionals (Particulieren & ZZP) seeking mortgage, financial planning, pension, and personal insurance advice; and businesses (Bedrijven) requiring collective pensions, employee benefits, and commercial insurance brokerage. Core products include Hypotheekadvies (mortgage advisory), Financiële Planning, Pensioen & Lijfrente, Schadeverzekeringen, Arbeidsongeschiktheid (AOV) disability cover, Levensverzekeringen, Zorgverzekeringen, plus the Finac Pensioen Plan, Nabestaanden Plan, and a four-step collective pension advisory process for businesses.
The firm operates a hybrid service model combining in-person advisory at its Utrecht office with online platforms that include the Mijn.finac.nl client portal, Figlo for financial planning, Benefits Plaza for employer-side benefits and pension administration, and the Upiva health insurance comparison tool. It holds the Dutch Wft vergunning (financial advice license number 12020481), Kifid registration (300.014129), and the FFP Keurmerk, EFA Keurmerk, and EH Beeldmerk quality marks. It distributes products from multiple major Dutch health insurers (Nationale Nederlanden, CZ, Zilveren Kruis, Menzis, VGZ, ONVZ, Salland, Stad Holland, Aevitae) as an independent intermediary.
Finac monetizes through a combination of upfront advisory fees (€300 deposits, €495–€800+ per planning engagement), recurring maintenance fees (€150/year for AOV maintenance), and insurance commissions from carrier placements. GTM is sales-led via direct consultations, with a Tell-a-Friend referral program (€50 VVV gift card rewards), a six-times-yearly email newsletter, and content-marketing via online calculators and risk-profile questionnaires. Its addressable market is the Dutch individual and SMB segment, with English-language mortgage advisory extending service to the Dutch expat population.
Finac firmographics
Firmographics- Name
- Finac
- Legal name
- Finac
- Website
- https://finac.nl
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Finac is an independent Dutch financial advisory firm, founded 1969 in Utrecht, offering mortgage, financial planning, pension, and insurance advice to individuals, self-employed professionals, and SMBs across the Netherlands. It earns revenue through advisory fees, recurring maintenance fees, and insurance commissions via multi-carrier brokerage.
- Ownership category
- akta.pro rank
Finac industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Comprehensive Financial Planning (FSAEAAAA)
- akta.pro secondary industries
- Fee-Based Advisory (FSAEAAAM), Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)
Keywords
Where Finac is headquartered
LocationHeadquarters
- HQ city
- Utrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Finac business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Advisory and Consultancy Fees: Finac charges advisory fees for financial planning, mortgage advice, pension planning, and insurance advisory services. Fees are based on complexity and include deposits upfront.
- Insurance Commission: As an independent broker, Finac earns commission from insurance providers for placing policies with clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Financial Planning for employees/pensioners |
| One time/ perpetual license | Pay-as-you-go | Pensioen Plan |
| One time/ perpetual license | Pay-as-you-go | Nabestaanden Plan (Survivor Plan) |
| Subscription | Annual | AOV (Disability Insurance) Annual Maintenance |
| One time/ perpetual license | Pay-as-you-go | Mortgage Advice Down Payment |
| One time/ perpetual license | Pay-as-you-go | Financial Planning Deposit |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Finac product offering
Product offeringCore offering
Finac is an independent Dutch financial advisory firm that provides personalized advice on mortgages, pensions, financial planning, and insurance for both individuals (including self-employed/ZZP) and businesses. As an independent broker, it compares rates and conditions across virtually all Dutch banks and insurers, charging advisory fees and earning placement commissions. Services are delivered through in-person consultations at its Utrecht office and supported by online portals for financial planning, client dossiers, and insurance comparison.
Product overview
Finac offers a comprehensive financial advisory service portfolio for both individuals (particulieren) and businesses (bedrijven), organized around core advisory products in mortgage financing, financial planning, pensions, and insurance. For individuals, the main offerings are Hypotheekadvies for mortgage advisory, Financiële Planning for comprehensive financial planning, Pensioen & Lijfrente for pension and annuity advice, and various insurance products including Schadeverzekeringen (property), Levensverzekeringen (life), Arbeidsongeschiktheid AOV (disability), and Zorgverzekeringen (health). For businesses, Finac provides Pensioen Collectief (collective pension), Inkomensverzekeringen (income insurance), Verzuimverzekering (absence insurance), Schadeverzekeringen Bedrijf (business property and liability), and Zorgverzekering MKB (SMB health insurance). All services are connected through an online platform supporting client logins (Figlo), employer portals (Benefits Plaza), and insurance comparison tools (Upiva).
Differentiator
Problem solved
Functional benefit
Products and services
- Hypotheekadvies Personalized mortgage advisory service providing guidance on obtaining financing for property purchase, including rate and condition comparison across virtually all Dutch banks, with English-language support available for expats.
- Financiële Planning Comprehensive financial planning service that creates an integrated overview of all financial interests, calculating income and wealth development over time to provide clarity on future financial situations. Starting from EUR 800 for employees and pensioners.
- Pensioen & Lijfrente
Companies that use Finac
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
Finac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Finac partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Nationale NederlandenminorHealth insurance provider offering supplementary insurance products through Finac's health insurance comparison tool.
- CZminorHealth insurance provider available through Finac's comparison platform for supplementary health insurance.
- Zilveren KruisminorHealth insurance brand available through Finac's insurance comparison and placement services.
- MenzisminorHealth insurer available through Finac's health insurance comparison tool.
- VGZminorHealth insurance collective available through Finac's comparison platform.
- ONVZminorHealth insurance provider available through Finac's comparison services.
- Salland ZorgverzekeraarminorRegional health insurer partnered with Finac for supplementary insurance products.
- Stad HollandminorHealth insurer available through Finac's insurance comparison and placement services.
- AevitaeminorHealth insurance provider available through Finac's platform for supplementary insurance.
- Benefits PlazacoreOnline platform used by Finac to manage employer insurance policies for business clients, providing single entry, cost insights, and participant communication.
Scale indicators4 records
Recent moves6 records
Expansion highlights3 records
Finac competitors and assessment
Company assessmentEmerging players
- Independer.nl: Dutch comparison platform for insurance, mortgages, and financial products; overlaps with Finac's intermediation role by enabling self-service comparison, increasingly competing on price-sensitive segments.
- Pricewise: Dutch comparison website for energy, insurance, and financial services; partial overlap with Finac's insurance advisory and mortgage intermediation services, particularly for digitally native consumers.
Broad incumbents
- ING: Global bank with major Dutch retail presence offering mortgages, pensions, insurance, and investment products; competes with Finac's individual and business advisory lines through direct-to-consumer and relationship banking channels.
- a.s.r. Nederland: Major Dutch insurance and asset management group offering life, non-life, disability, and pension products; relevant incumbent on the insurance placement side of Finac's business advisory portfolio.
- Rabobank: Major Dutch retail and commercial bank offering mortgages, pensions, insurance, and financial planning; broad incumbent that overlaps with Finac across consumer and business financial services despite captive product bias.
- NN Group: Large Dutch insurance and wealth management group (parent of Nationale Nederlanden, a Finac channel partner); broad incumbent competing with Finac across life, health, and pension advisory.
- ABN AMRO: Large Dutch bank providing mortgages, wealth management, pensions, and insurance; competes broadly with Finac's full-service financial advisory proposition with much greater scale and branch network.
Direct peers
- De Hypotheker: Largest Dutch mortgage advisory franchise network; competes head-to-head with Finac's Hypotheekadvies offering, serving individual mortgage clients across the Netherlands with similar bank-comparison and intermediation model.
- De Hypotheekshop: National Dutch mortgage and financial advisory franchise chain providing independent mortgage advice plus insurance and financial planning; mirrors Finac's core mortgage-led advisory proposition at greater scale.
- Van Bruggen Adviesgroep: Dutch independent financial advisory firm offering mortgages, insurance, and financial planning to consumers and businesses; directly comparable service mix and independent intermediary positioning to Finac.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Finac social profiles
Digital presenceFinac compliance and trust
Trust signalCompliance2 records
Finac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finac leadership team
Management profileNumber of profiles
Profiles7 records
Finac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finac 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 Finac
What does Finac do?
Finac is an independent Dutch financial advisory firm that provides personalized advice on mortgages, pensions, financial planning, and insurance for both individuals (including self-employed/ZZP) and businesses. As an independent broker, it compares rates and conditions across virtually all Dutch banks and insurers, charging advisory fees and earning placement commissions. Services are delivered through in-person consultations at its Utrecht office and supported by online portals for financial planning, client dossiers, and insurance comparison.
Is Finac a public or private company?
Finac is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Finac founded?
Finac was founded in 1969. It employs 11 to 50 people.
Where is Finac based?
Finac is headquartered in Utrecht, Netherlands, in the Europe region.
How does Finac make money?
Two revenue lines are on record. Advisory and Consultancy Fees are the primary driver. The others are insurance Commission.
Who are Finac's main competitors?
Emerging players on record are Independer.nl and Pricewise. Broad incumbents are ING, a.s.r. Nederland, Rabobank, NN Group and ABN AMRO. Direct peers are De Hypotheker, De Hypotheekshop and Van Bruggen Adviesgroep.
Does Finac have an API?
No public API is recorded for Finac.
What industry is Finac in?
Finac's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAEAAAA, Comprehensive Financial Planning, with a secondary code of FSAEAAAM, Fee-Based Advisory. Its NAICS code is 52231 and its SIC code is 6163.