Friesland Lease

What Friesland Lease does

Friesland Lease B.V. is a privately held Dutch mobility provider founded in 1973 and headquartered at Lavendelheide 15 in Drachten, the Netherlands. The company operates full-service operational leasing, net operational leasing, financial lease, shortlease, private lease, and bicycle leasing (Leasefiets, BOVAG Leasefiets) for both passenger cars and commercial vehicles, and serves employers, employees, fleet managers (wagenparkbeheerders), self-employed professionals (ZZP), and private individuals across the Netherlands. Revenue is generated through recurring monthly subscription contracts bundled with insurance, maintenance, road tax, tire replacement, European roadside assistance, and replacement transport, with listed private-lease pricing ranging roughly €319-€629 per month and business-lease pricing €315-€1,075 per month depending on vehicle and mileage.

The company runs a fleet-management technology stack comprising the FleetDisk online portal (integrated with AMW Autodisk) for fleet administrators and the Berijdersapp mobile app for drivers, enabling damage reporting, maintenance scheduling, fuel and declaration management, and reporting obligations including the Dutch WPM (wagenparkbeheerders) compliance workflow. A proprietary Risk Profiling Model supports credit and fraud screening at the operational-lease application stage, with private-lease creditworthiness handled through EDR Credit Services. The firm holds Keurmerk Private Lease, MVO Prestatieladder niveau 3, Climate Neutral Group certification, and is the first Dutch leasing company to achieve worldwide ISO27001 certification for information security. Distribution is direct (website self-service plus named mobility experts Tjerk Wijbrandi and Mark Veninga) combined with a domestic dealer network and a 24/7 alarm center.

On the commercial side, Friesland Lease supplements core leasing with adjacent services such as occasion leasing (pre-owned vehicles), Flexlease (mid-contract term adjustment), social/green leasing, car sharing (Deelauto), and partnerships for urban delivery mobility (Fleet Investment Company, Mobilitum, Get Bike Service, Cargo Cycling), addressing the Dutch regulatory shift toward electrified fleets ahead of the 2027 pseudo-eindheffing on fossil-fuel and hybrid company cars. Operations are concentrated in the Netherlands, the company is family- or management-owned with no disclosed external investors, and the headcount has tripled from 40 to over 100 employees in recent years alongside three consecutive years as 'Beste Leasemaatschappij' (Best Leasing Company) per VZR / Lease Report. Leadership transitioned in 2024 when long-serving director Jan Balieu was succeeded on an interim basis by Bart Janssen as Algemeen Directeur.

Name

Friesland Lease

Legal name

Friesland Lease B.V.

Website

https://frieslandlease.nl

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Friesland Lease B.V. is a privately held Dutch mobility company founded in 1973, headquartered in Drachten, that provides operational, financial, private, and short-term leasing of passenger cars, commercial vehicles, and bicycles to employers, fleet managers, self-employed professionals, and private individuals across the Netherlands.

Ownership category

akta.pro rank

Product category

Vehicle Leasing

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321), Passenger Car Rental (532111)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Finance Lessors (6172)

akta.pro primary industry

Corporate/Enterprise Car Leasing (Closed-End/Open-End) (TLABAAAA)

akta.pro secondary industries

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC), Leasing & Lease Buyout Financing (FSAKADAC), Used Vehicle Leasing (Pre-Owned Lease Programs) (TLABAAAG)

Keywords

• Vehicle leasing services
• Fleet management
• Operational leasing
• Private car leasing
• Bicycle leasing

Headquarters

HQ city

Drachten

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Operational Lease (Business): Full and Net operational lease for business customers. Customers pay a fixed monthly amount covering depreciation, interest, insurance, maintenance, road tax, tires, repairs, replacement transport, and international roadside assistance.
2. Financial Lease: Hire-purchase arrangement for business customers where they finance the vehicle with ownership transfer at the end of the contract.
3. Private Lease: Personal lease for private individuals, including insurance, maintenance, and roadside assistance in a fixed monthly payment.
4. Shortlease: Short-term lease options for flexible vehicle rental needs.
5. Vehicle Rental: Short-term rental vehicles for both business and private customers through the Friesland Huur brand.
6. Bike Lease (Leasefiets): Bicycle leasing for employers and employees through Leasefiets.nl and BOVAG Leasefiets brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Friesland Lease provides vehicle and bicycle leasing services in the Netherlands for both business customers and private individuals. Its portfolio spans Full Operational Lease, Net Operational Lease, Financial Lease, Shortlease, and Private Lease, covering cars, commercial vehicles, electric and hydrogen vehicles, and bikes. Bundled services include maintenance, repairs, tire replacement, road tax, all-risk insurance, European roadside assistance, and replacement transport for a fixed monthly fee.

Product overview

Friesland Lease is a Dutch vehicle leasing company offering a comprehensive mobility portfolio centered on car and bicycle leasing solutions. The core offering comprises Business Leasing (zakelijk leasen) and Private Leasing (privé leasen), with multiple lease structures including Full Operational Lease, Netto Operational Lease, Financial Lease, Shortlease, and Flexlease. Electric and hydrogen vehicle leasing supports the company's sustainability focus. The company also offers Leasefiets for bicycle leasing, covering electric bikes, cargo bikes, and racing bikes. Supporting services include the FleetDisk online fleet management portal, the Berijdersapp mobile driver application, and urban mobility partnerships through Fleet Investment Company, Mobilitum, Get Bike Service, and Cargo Cycling. The company operates under multiple brands including Leasefiets, BOVAG Leasefiets, Friesland Car Rent, and Friesland Autoverhuur, serving employers, employees, fleet managers, self-employed professionals, and private individuals across the Netherlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Zakelijk Leasen (Business Leasing) Comprehensive business vehicle leasing covering maintenance, repairs, tire replacement, road tax, all-risk insurance, legal assistance, European roadside assistance, and replacement transport after 24 hours, billed as a fixed monthly amount. For employers, fleet managers, and self-employed professionals.
• Privé Leasen (Private Leasing) Personal car leasing for private individuals, including insurance, maintenance, road tax, and roadside assistance bundled into a transparent VAT-inclusive monthly payment, with Keurmerk Private Lease consumer protection.
• Leasefiets (Bike Leasing) Bicycle leasing for employers and employees covering regular bikes, electric bikes, cargo bikes, and racing bikes (in partnership with Trek), offered through the Leasefiets.nl and BOVAG Leasefiets brands.
• Shortlease Short-term vehicle rental with flexible terms, used by both business and private customers needing temporary mobility without long-term commitment.
• Financial Lease Hire-purchase style lease where business customers finance the vehicle and gain ownership at the end of the contract term.
• Vehicle Rental (Friesland Car Rent / Friesland Huur) Short-term vehicle rental for both business and private customers operated under the Friesland Car Rent and Friesland Autoverhuur brand names.
• Mobiliteitsadvies (Mobility Advisory) Personalized consulting on mobility policy, fleet composition, sustainable mobility, and tax regulation (e.g., pseudo-eindheffing) provided by dedicated mobility experts.

Quantifiable outcome

• 3 consecutive years as best leasing company (multiple customer ratings of 8.1-9.0 across private leasers, business leasers, and fleet managers)
• +1 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Van den BrugcoreStrategic or Co-development PartnerVan den Brug is a fiscal specialist firm that partnered with Friesland Lease to co-develop and deliver information sessions on the pseudo-eindheffing regulation starting 2027. Heleen Elbert from Van den Brug provides expert fiscal commentary and practical guidance on the new tax regulation's impact on company fleets.
• sc HeerenveenminorGTM or Marketing PartnerFriesland Lease has an extended and renewed mobility partnership with sc Heerenveen football club, including the provision of electric ID.Buzz vehicles. Players and staff cycle to the training complex using leased bikes, demonstrating sustainable mobility in practice.
• FleetDisk (AMW Autodisk)coreTechnology or IntegrationFleetDisk by AMW Autodisk provides the online fleet management platform used by Friesland Lease customers to manage their vehicle fleets, access reports, and coordinate maintenance.
• Team IKOminorGTM or Marketing PartnerFriesland Lease is a partner of Team IKO cycling team. The partnership includes a Racefiets Lease program launched in collaboration with Trek and Leasefiets, promoting cycling as a sustainable mobility solution.
• EDR Credit ServicescoreOthersEDR Credit Services B.V. conducts creditworthiness research for private lease applications. Applicants upload documents (ID, payslips, bank statements) to EDR's personal page for assessment. Friesland Lease does not have direct access to these documents. EDR notifies applicants of both positive and negative credit decisions.
• Leasefiets (and BOVAG Leasefiets)coreStrategic or Co-development PartnerLeasefiets is a subsidiary brand of Friesland Lease offering bicycle leasing through leasefiets.nl. It is also listed under the BOVAG Leasefiets brand. Friesland Lease pioneered bike leasing with the Leasefiets program and won the Dave Bebelaar Award for it in 2016.
• TrekminorStrategic or Co-development PartnerTrek is a bicycle manufacturer partnered with Friesland Lease and Team IKO in the Racefiets Lease program, providing a complete sustainable cycling mobility solution.
• NCD (Nederlandse Contactlens producenten vereniging)minorGTM or Marketing PartnerFriesland Lease is listed as a partner of the NCD (Nederlandse Contactlens producenten vereniging), providing mobility solutions to members.
• BCL ActiefminorGTM or Marketing PartnerBCL Actief serves as vitality partner for Friesland Lease, supporting wellness and vitality initiatives including the 'Kleintje Vitaliteitsdag' (Little Vitality Day) program.
• De Haan WesterhoffminorGTM or Marketing PartnerDe Haan Westerhoff accountants and advisors partnered with Friesland Lease to promote healthy lifestyles among employees through cycling.
• Friesland Lease (Innovatiehuis Drachten)minorStrategic or Co-development PartnerFriesland Lease participates in the Innovatiehuis Drachten innovation network, collaborating with other local companies on innovation projects.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• DirectLease: DirectLease is a Dutch online private and business lease broker offering operational lease across all major brands. Direct competitor in price-sensitive private lease, frequently cited as a cheaper alternative to incumbent lessors like Friesland.
• Volkswagen Pon Financial Services: Volkswagen Pon Financial Services is the Dutch captive lessor for Volkswagen Group brands. Comparable in offering private lease and operational lease through dealer networks, often cited as a competitor in the same Dutch customer pools as Friesland Lease.
• Athlon (Mercedes-Benz Mobility): Athlon, part of Mercedes-Benz Mobility, is a major Dutch-headquartered fleet leasing provider serving corporate and SME customers. Directly comparable to Friesland Lease on operational lease, multi-brand fleet management, and Dutch enterprise focus.
• Terberg Leasing: Terberg is a Dutch family-owned group with leasing operations alongside its core automotive and equipment businesses. Comparable mid-sized Dutch lessor competing in similar B2B and fleet management segments to Friesland Lease.

Regional players

• Stern Lease: Stern is a Dutch automotive group offering leasing, rental, and dealership services across multiple brands. Competes with Friesland Lease in Dutch business and private lease, with a strong dealer-integrated model similar to Friesland's local dealer network distribution.

Broad incumbents

• LeasePlan (now Ayvens): LeasePlan, merged into Ayvens and backed by TDR Capital/Stellantis, is the former Dutch market leader and global #1 in fleet leasing. Direct comparison set for Friesland Lease in Dutch B2B operational leasing, though Ayvens operates at vastly greater scale across Europe.
• ALD Automotive: ALD Automotive, owned by Société Générale, is one of Europe's largest full-service vehicle leasing companies. Operates directly in the Dutch B2B and corporate fleet segment competing head-to-head with Friesland Lease for enterprise contracts.

Others

• Leasefiets.nl (internal brand): Leasefiets is actually a subsidiary brand of Friesland Lease, but listed as BOVAG Leasefiets it competes with bike leasing offerings from Holland Lease & Bike, Gazelle, and various employer bike schemes. Comparable on the bike leasing product line.

Emerging players

• Holland Lease & Bike: Holland Lease & Bike is a Dutch bike leasing specialist serving employers and employees with e-bikes and conventional bicycles. Comparable to Friesland Lease's Leasefiets offering in the same Dutch employer-mobility segment.
• MisterGreen (Electric Lease): MisterGreen is a Dutch EV-focused leasing specialist founded as a LeasePlan spin-off. Competes directly with Friesland Lease's electric vehicle leasing offering, particularly for private and SME customers seeking fully electric mobility solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/friesland-lease
• Xx.com/frieslandlease

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Friesland Lease