Keijer & Rademakers Advies

What Keijer & Rademakers Advies does

Keijer & Rademakers Advies (trading as KR Financieel Advies) is a privately held, independent financial advisory firm in the Netherlands founded in November 2005 by Robbert Keijer and Mark Rademakers. The firm operates from four physical offices in Amsterdam (Plantage Middenlaan 72), Utrecht (Ramstraat 31), 's-Hertogenbosch (Stationsweg 19), and Bussum (Mecklenburglaan 13) with approximately 10 employees and advisors. KR delivers holistic 360-degree financial planning rather than single-product advice, positioning itself as "the spider in your financial web" across mortgages, personal and business insurance, disability insurance, bookkeeping and VAT returns, pension and annuity planning, wealth building, divorce financial guidance, business-partner (compagnon) insurance, and business-startup advisory. The underlying technology stack is off-the-shelf: certified, Belastingdienst-approved financial planning, bookkeeping, and tax-filing software running in a secured environment with guaranteed backups; no proprietary platform, app, API, or AI/ML component is disclosed.

The business runs on three revenue streams: (1) the Financieel Voorwaarts (Financially Forward) annual subscription at €100/month in year one and €50/month thereafter (or €125/month excluding VAT with bookkeeping bundled), (2) fixed-fee project work such as mortgage advice, financial plans, and pension analyses, and (3) hourly billing for ad-hoc advisory questions. Go-to-market is relationship-driven and sales-led: 80% of customers are referred by existing clients, supported by Google reviews, an Independer.nl listing, a bilingual Dutch/English website, and a dedicated careers microsite (werkenbij.kr-advies.nl). Customer segments include higher-educated Dutch individuals, expats in the Netherlands, self-employed professionals (ZZP), small and medium businesses (MKB), and home buyers/mortgage seekers, with SEH-certified mortgage advisors and MFP/CFP-qualified planners staffing engagements.

Name

Keijer & Rademakers Advies

Legal name

Keijer & Rademakers Advies

Website

https://kr-advies.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Keijer & Rademakers Advies is an independent Dutch boutique financial advisory firm offering holistic financial planning—mortgages, insurance, tax filing, bookkeeping, pensions, and wealth management—to higher-educated individuals, expats, self-employed professionals, and SMBs across four Netherlands offices.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)

SIC

Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Private Client/High-Net-Worth Advisory (FSAEAAAN)

Keywords

• Financial advisory services
• Mortgage advisory
• Insurance advisory
• Tax filing services
• Bookkeeping services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financieel Voorwaarts Subscription: Flexible annual subscription providing ongoing financial support, including 365 days per year personal financial advice, annual tax filing, financial product comparison, and ongoing monitoring. First year €100/month, second year onwards €50/month, or €125/month with bookkeeping services.
2. Fixed Fee Services: Fixed amounts for specific services such as mortgage advice, financial planning, and pension analysis, providing upfront cost clarity.
3. Hourly Rate Services: Flexible hourly billing based on time spent on client files, suitable for advice questions of varying complexity.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Keijer & Rademakers Advies is an independent Dutch financial advisory firm providing holistic personal-finance guidance across mortgages, insurance, pensions, wealth building, tax filing, and bookkeeping. Its flagship "Financieel Voorwaarts" is an annual subscription (€100/month year one, €50/month thereafter) offering a 360-degree financial scan, product comparison, annual tax filing, and 365-day personal advice from a dedicated contact person. Discrete mandates (mortgage advice, financial plans, pension analysis, Second Opinion) are delivered on fixed-fee or hourly-rate terms.

Product overview

Keijer & Rademakers Advies (KR Financieel Advies) is a boutique financial advisory firm offering a comprehensive suite of financial services centered around their flagship subscription product, Financieel Voorwaarts, which provides holistic ongoing financial guidance. The core service portfolio includes mortgage advisory (Hypotheken), insurance comparison and management (Verzekeringen, Zakelijke Verzekeringen), disability insurance (Arbeidsongeschiktheidsverzekering), bookkeeping and tax filing (Boekhouding & Belastingaangifte), pension and annuity planning (Pensioen en Lijfrente), wealth building (Vermogen), divorce financial guidance (Echtscheiding), business partner insurance (Compagnonsverzekering), and business startup advisory (Onderneming Starten). An additional service is the Second Opinion offering for reviewing third-party financial advice. The firm operates on a subscription and fee-for-service model with pricing transparency.

Differentiator

Problem solved

Functional benefit

Brands

• Financieel Voorwaarts: A flexible annual subscription providing ongoing financial advice and support for personal finances, including tax filing, financial scanning, and 365-day personal advice access. First year costs €100/month, second year onwards €50/month, or €125/month including bookkeeping services.
• Financially Forward

Products and services

• Financieel Voorwaarts (Financially Forward) Flexible annual subscription for individuals seeking holistic, year-round personal financial guidance from a dedicated KR advisor. Includes a 360-degree financial scan, concrete action steps, financial product comparison, annual tax filing, and 365-day access to personal financial advice. Optionally bundled with bookkeeping services for an additional fee.
• Hypotheken (Mortgages) Independent mortgage advisory for individuals and self-employed applicants in the Netherlands, covering mortgage calculation, lender comparison, full application support, refinancing after fixed-interest periods, and stress-free closing.
• Verzekeringen (Insurances) Advisory and comparison of personal insurance policies — including property, liability, and comprehensive insurance packages — to identify gaps, eliminate duplicate coverage, and optimise premiums for individuals.
• Arbeidsongeschiktheidsverzekering (Disability Insurance) Advisory on disability insurance for self-employed professionals and freelancers, providing income protection in case of partial or complete occupational disability.
• Boekhouding & Belastingaangifte (Bookkeeping & Tax Returns) Complete bookkeeping, VAT declarations, and annual tax filing services for entrepreneurs, self-employed professionals, and businesses, including international tax guidance and Dutch VAT compliance.
• Pensioen en Lijfrente (Pension & Annuity) Pension planning services including gap analysis, annuity advice, banksparen, and life annuity insurance recommendations for individuals seeking to optimise their retirement provision.
• Echtscheiding (Divorce Financial Guidance) Financial and fiscal disentanglement services during divorce, including mediation support, financial calculations, property division, and tax implications advice, provided in partnership with De Scheidingsplanner.
• Vermogen (Wealth Building) Wealth management advisory covering savings, investments (stocks, bonds, real estate), and strategic financial planning for wealth accumulation and preservation.
• Zakelijke Verzekeringen (Business Insurance) Business insurance advisory including professional liability, business liability, inventory insurance, and legal expense insurance for SMEs and entrepreneurs.
• Compagnonsverzekering (Business Partner Insurance) Business life insurance and key-person insurance for business partners, providing financial continuity and buy-out funding options upon the death of a partner.
• Onderneming Starten (Business Startup Advisory) Comprehensive advisory for starting a business, including legal-form selection (sole proprietorship, BV, partnership), registration with Dutch authorities, and selection of initial business insurance.
• Second Opinion Independent review and assessment of financial advice received from third parties, available across all disciplines (mortgages, insurance, pension, taxes, wealth building) for a fixed fee.

Quantifiable outcome

• 80% of current customers have been referred to KR Financieel Advies
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• De ScheidingsplannerminorStrategic or Co-development PartnerPartnership for mapping and advising on the financial and tax consequences of divorce. KR works with De Scheidingsplanner's Wim and Stephanie for mediation services in divorce cases, offering comprehensive financial disentanglement support.
• Jan ZwiersminorStrategic or Co-development PartnerPartnership for collective pension contracts and setting up DGA (director-major shareholder) pensions in own management. Jan Zwiers specializes in pension advisory services referred by KR.
• Godfried de HaanminorStrategic or Co-development PartnerPartnership for valuation reports and buying/selling of homes. Godfried de Haan provides property valuation services and real estate transaction support for KR clients.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Meeùs: Large Dutch financial advisory firm (Aon subsidiary) offering insurance, mortgages, pension, and financial planning to individuals and businesses—operates in the same holistic advisory category as KR but at materially larger scale and with institutional backing.
• Rabobank Private Banking: Dutch cooperative bank's private banking division providing financial planning, mortgages, investment advisory, and insurance to affluent Dutch consumers—competes with KR's holistic advisory for the same 'higher-educated Dutch' segment but with bundled banking products.
• De Hypotheker: Largest mortgage broker chain in the Netherlands with ~200 offices, offering mortgage advice, insurance, and related financial services. Significantly larger scale than KR but operates in the same independent advisory category for similar Dutch consumers.
• Van Lanschot Kempen: Oldest Dutch independent wealth manager serving private clients, entrepreneurs, and foundations with private banking and wealth advisory—overlaps with KR's private client financial planning and Vermogen services but at a higher HNW/UHNW tier.
• ABN AMRO Private Banking: Major Dutch bank's private banking arm offering wealth management, mortgages, insurance, and financial planning—competes with KR across multiple product lines for Dutch affluent clients with integrated banking services.

Emerging players

• Brand New Day: Dutch digital pension and wealth platform offering low-cost index-based investing and pension products—competes with KR's Vermogen (wealth building) service via a digital-first, low-fee model targeting cost-conscious Dutch savers.
• BrightPensioen: Dutch online pension provider offering low-cost DC pension administration and individual pension accumulation—directly competes with KR's Pensioen en Lijfrente product line via a digital-first model that pressures fee-based pension advisory economics.
• BinckBank: Dutch online broker and wealth platform serving self-directed investors with trading, savings, and basic advisory—competes in the wealth management (Vermogen) segment of KR's offering through a digital, low-fee model.

Direct peers

• Hypotheek Visie: Dutch mortgage broker franchise with ~100 offices providing independent mortgage advice and related financial services to Dutch consumers—a comparable boutique-scale competitor with multi-office distribution and similar target customers.
• Huis & Hypotheek: Dutch mortgage and financial advisory chain offering independent mortgage advice, insurance, and financial planning to Dutch consumers—directly overlapping with KR's mortgage and holistic advisory services for similar retail clientele.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/mark-rademakers-80153b

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Keijer & Rademakers Advies