Budgetcoach Groep

What Budgetcoach Groep does

Budgetcoach Groep B.V. is a Dutch financial-wellness services provider headquartered in Rotterdam, operating a B2B2E model in which Dutch employers and organizations contract the company to deliver budget coaching and financial guidance to their employees at no cost to the individual. The company has been nationally active since 2009 and has helped more than 200 businesses and 3,000 families historically, currently serving over 175 large and medium-sized enterprise clients across all industries via a network of 35+ certified, VOG-screened coaches conforming to the NEN 8048-III standard. Its product portfolio comprises eight modular services: personalized budget coaching, an anonymous Financiële Helpdesk (phone/email/WhatsApp), the one-hour Financiële APK check-up, on-site Inloopspreekuur walk-in consultations, workshops/webinars for managers and employees, the Financiële Wegwijzer for retirement and career-transition scenarios, and the SamenWijzer social-support service covering housing, paperwork, divorce, IND applications, and multilingual emotional support.

The underlying delivery model is human-led rather than technology-led: a proprietary 5-phase coaching methodology (intake, financial overview, intervention, periodic coaching, completion/aftercare) is operationalized by certified independent coaches, supported by referral pathways to legal and municipal partners such as Het Juridisch Loket, gemeenten, and woningbouwcorporaties. Distribution is single-channel and single-country: services are sold exclusively through direct employer and government contracts, delivered at the workplace, at home, or by phone/online, with no consumer-facing direct channel, no app, and no public API. Pricing is custom and not publicly disclosed; contracts are typically multi-year, employer-funded, and positioned within HR provider benefit frameworks.

Budgetcoach Groep generates revenue as a professional services firm through these employer and government contracts. The go-to-market relies on B2B field sales supported by content marketing (a knowledge center with tips, infographics, and blogs), earned media coverage in Het Financieele Dagblad and RTL Z, manager/employee workshops as both a delivery and demand-generation tool, and direct HR outreach. The company published its first formal social impact report in 2024 and hired dedicated senior leadership (Dalila Merouani) for its SamenWijzer vertical, indicating ongoing institutionalization. No external funding, M&A, or ownership disclosures are present; the entity is a privately held Dutch B.V. with no disclosed shareholders.

Name

Budgetcoach Groep

Legal name

Budgetcoach Groep B.V.

Website

https://budgetcoachgroep.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Budgetcoach Groep is a Dutch B2B financial-wellness provider that delivers employer-funded budget coaching, financial helpdesk, and social-support services to employees of 175+ large and medium-sized Dutch companies via a 35+ coach network, headquartered in Rotterdam and operating nationwide since 2009.

Ownership category

akta.pro rank

Product category

Employee Financial Wellness Services

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Employee Financial Wellness Platforms (Workplace PFM) (FSAGADAK)

akta.pro secondary industries

Financial Coaching & Budgeting Advisory (FSAEAAAH), Budgeting & Cash-Flow Management (FSAGADAA)

Keywords

• Employee financial wellness
• Budget coaching services
• Financial helpdesk support
• Workplace financial guidance
• Debt counseling services

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employer-funded employee assistance: Dutch employers contract Budgetcoach Groep to provide financial wellness services to their employees. The employer pays for the service; employees receive it free of charge. Revenue is derived from service contracts with companies and organizations, potentially structured as per-employee fees, annual contracts, or per-session pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Budgetcoach Groep provides employer-funded financial wellness services for Dutch employees, including personalized budget coaching, an anonymous financial helpdesk, a one-hour financial check-up (Financiele APK), walk-in workplace consultations, manager and employee workshops, and a career/retirement financial planning service. The company also extends support beyond finance through the Samenwijzer social navigator for issues such as housing, paperwork, and integration. Services are delivered by NEN 8048-III certified coaches under a proprietary 5-phase methodology.

Product overview

Budgetcoach Groep offers a comprehensive portfolio of financial wellness services for employers, designed to prevent and resolve employee financial problems. The core offerings consist of Budgetcoaching (personalized one-on-one guidance), the Financiële Helpdesk (anonymous first-line support), the Financiële APK (quick check-up), Inloopspreekuur (walk-in consultations), and the Financiële Wegwijzer (retirement/career transition planning). These are supplemented by workshops for managers and employees, and the Samenwijzer social support service for issues beyond pure finance. Services are primarily delivered via the employer channel, with the employer bearing the cost while employees receive free, confidential assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Budgetcoaching Personalized one-on-one coaching service helping employees resolve financial problems, debt, and wage garnishment through practical support aimed at achieving sustainable financial self-reliance, delivered under a 5-phase methodology by NEN 8048-III certified coaches.
• Financiele Helpdesk Free anonymous telephone, email, and WhatsApp support service where professionals answer employee questions about financial matters including subsidies, cost-sharing norms, and divorce-related issues.
• Financiele APK Quick financial check-up completed in approximately one hour, providing employees with insight into their financial situation and specific quick wins, available at the workplace, at home, by phone, or online.
• Inloopspreekuur Low-threshold walk-in consultation at the workplace where employees can ask budget coaches questions about finances without an appointment.
• Financiele Wegwijzer Financial planning service providing insight into the consequences of career decisions such as working less, early retirement, or pension options, calculating net income scenarios in clear language within two sessions.
• Samenwijzer (Maatschappelijke Wegwijzer) Social support service extending beyond financial assistance, helping employees with housing, paperwork, childcare, divorce support, IND applications, and providing emotional support in the client's own language.
• Workshops & webinars voor leidinggevenden Professional workshop and webinar series teaching managers how to recognize employees with financial problems, act proactively, and provide appropriate support.
• Workshops & webinars voor medewerkers (Financieel Vitaal) Financial wellness workshop titled 'Financieel Vitaal' teaching employees how to organize household administration, create monthly overviews, manage expenses, and apply practical budget tips.

Quantifiable outcome

• More than 200 companies and 3,000 families helped since inception
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered supportive.

• Woningbouwcorporaties (Housing Corporations)supportiveOthersBudgetcoach Groep leverages relationships with housing corporations to provide financial guidance services to residents. These partnerships enable quick responses for housing-related financial challenges and social support needs.
• Gemeentes (Municipalities)supportiveOthersPartnerships with Dutch municipalities to provide financial consultation services for residents. Municipal contracts extend the company's reach beyond employer-based services.
• Het Juridisch Loket (The Legal Counter)supportiveOthersWhen legal questions arise within their service delivery, Budgetcoach Groep refers clients to Het Juridisch Loket. This is not a formal partnership but an established referral pathway for legal matters.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ArboNed: Major Dutch occupational health and absenteeism service provider serving Dutch employers; broader scope but shares the employer-paid benefits procurement channel and often bundles financial wellbeing into workforce health contracts.
• HumanTotalCare: Large Dutch provider of employee wellbeing, occupational health, and employee assistance programs including financial support modules; broader portfolio than Budgetcoach Groep but overlaps on the employer-funded workplace wellbeing buying center.
• Mercer Nederland: Global HR and employee benefits consultancy active in the Netherlands advising employers on wellbeing, financial security, and benefits strategy; competes for the same employer wallet at the advisory/strategy level rather than direct coaching delivery.

Emerging players

• Open Up: Dutch mental health and wellbeing platform sold to employers for employee access; adjacent category (mental wellbeing) but competes for the same Dutch employer benefits budget and increasingly bundles financial topics into wellbeing packages.

Regional players

• Countus: Dutch financial advisory and accounting firm with employer and SME clients across the Netherlands; adjacent professional services provider that also addresses employee financial concerns via employer relationships, though broader in scope.

Others

• Nibud: Dutch independent expertise center on household finances that produces financial education content and standards; not a direct competitor but a knowledge reference point whose frameworks Budgetcoach Groep's NEN 8048-III coaches align with.
• Stichting Netwerk Nieuw Rotterdam / Lokale Loketten: Network of Dutch municipal financial support counters (Geldzaken Voor Elkaar) that provide household budgeting help to residents; adjacent ecosystem player that Budgetcoach Groep refers to and partners with, but does not directly compete for employer contracts.

Direct peers

• Geldfit.nl: Direct Dutch competitor offering employer-funded financial health and money coaching services to employees; closely comparable B2B2E model, Dutch geography, and workplace PFM positioning to Budgetcoach Groep.
• Itas (Stichting Itas): Dutch organization providing financial prevention and debt counseling services, often contracted by employers and municipalities; comparable target market, Dutch geography, and focus on household financial resilience.
• FiKks: Dutch workplace financial wellness platform serving employees through employer contracts; highly comparable target customer (Dutch employers), service offering (coaching and financial guidance), and B2B2E distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/budgetcoach-groep

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 Budgetcoach Groep