What KPP does

KPP Persoonlijke Financiële Planning is a privately held, independent Dutch financial advisory firm founded in 1994 and headquartered in Baarn, Netherlands, operating under the trade name KPP. The firm serves Dutch individuals and families across life stages (homebuyers, homeowners, pre-retirees, HNW estate planning, divorcing couples, and self-employed professionals) through four core practice areas: mortgages (purchase, refinance, family-bank, rental, equity release), insurance (property/casualty and health/income), wealth planning (CFP-certified financial planning, five Responsible Index Portfolios for ESG passive investing, active portfolio management via partner asset managers, pension planning, estate planning, divorce mediation), and tax (filing and administration). A 10-person team including three directors, specialized advisors for insurance, pensions, and tax, plus administrative staff delivers all advisory work; the firm holds CFP certification, AFM registration (12005444), and Kifid registration (300.002761).

KPP monetizes through three revenue streams: time-based advisory fees charged per engagement, commissions earned as an independent intermediary placing mortgages and insurance with a network of 18+ product partners (ABN AMRO, ING, Rabobank, Aegon, ASR, Allianz, Centraal Beheer, Florius, NIBC, and others), and fixed fees for tax filing and administration services. Distribution is entirely direct and sales-led, combining in-person advisory at the Baarn office with remote consultations and a content-and-tool-driven website that captures organic search leads before conversion. Marketing relies on SEO, third-party reviews on Advieskeuze.nl, and client referrals.

The firm's technology footprint is a content-and-calculator website rather than a proprietary platform: self-service tools cover mortgage affordability, interest rate comparisons, life-risk premium calculation, property value lookups, and a sustainability profile generator. No AI, machine-learning, or automated advisory capabilities are evidenced. KPP operates from a single Baarn location, has not raised external capital, and remains under founder/management ownership with no disclosed M&A or geographic expansion.

Name

KPP

Legal name

KPP Persoonlijke Financiële Planning

Website

https://kpp.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

KPP Persoonlijke Financiële Planning is a privately held, CFP-certified independent Dutch financial advisory firm in Baarn offering mortgages, insurance, wealth planning, tax, and estate advisory to Dutch individuals, families, and self-employed professionals.

Ownership category

akta.pro rank

Headquarters

HQ city

Baarn

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: KPP charges advisory fees for financial planning, mortgage advisory, insurance advisory, and tax services. They evaluate each new advisory request based on time spent, as stated: 'KPP begeleidt je gedurende de gehele looptijd van de hypotheek. Uitgangspunt hierbij is dat we elke nieuwe adviesvraag op basis van de bestede tijd in rekening brengen.'
2. Commission Income from Financial Products: KPP acts as an independent intermediary (bemiddelaar) for mortgages, insurance, and other financial products, collaborating with multiple banks (ABN AMRO, ING, Rabobank, and others) and insurers (Allianz, Aegon, ASR, Centraal Beheer, and others). They earn commissions from product providers for placed business.
3. Tax and Administration Services: KPP provides tax filing, bookkeeping, and annual financial statement preparation services for both businesses and individuals, generating service fees for these professional services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

KPP is a Dutch personal financial advisory firm (KPP Persoonlijke Financiële Planning) that provides integrated advice and intermediary services in mortgages, insurance, wealth accumulation, tax, and estate planning for private individuals and households. Its activities centre on advising clients, arranging financial products on their behalf, and supporting them through major life events such as home purchase, retirement, or relationship breakdown.

Product overview

KPP is a Dutch financial advisory firm operating as a unified financial planning practice rather than a modular software platform. The core offering is personalized financial advisory services organized into four main practice areas: (1) Hypotheken — mortgage advisory for purchase, refinance, family bank, rental property, and equity release, covering the full loan application process from documentation through notary signing; (2) Verzekeringen — insurance advisory for property (building, contents, liability, legal, auto, motorcycle, travel) and health/income (health costs, disability, income, life risk, funeral); (3) Vermogensplanning — CFP-certified wealth management including five Responsible Index Portfolios for passive ESG investing, active portfolio management via partner asset managers, financial planning, pension planning, inheritance and estate planning, and divorce mediation; and (4) Belastingen — tax filing and administrative services for individuals and businesses. Supporting these are a suite of self-service calculator tools (mortgage affordability, property purchase affordability, mortgage savings, interest rates, property value, life risk premium, sustainability profile) and real estate brokerage services (purchase advisory, sale assistance, valuations). All services are delivered through certified financial planners with CFP credentials, emphasizing personalized advice over automated or AI-driven solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Advisory Advice and intermediation on residential mortgages for Dutch private clients buying or refinancing a home.
• Insurance Advisory Advice and arrangement of personal insurance products (life, income protection, and general insurance) for private individuals and households.
• Wealth Management Advisory on savings, investment, and accumulation strategies for Dutch private clients building long-term wealth.
• Tax Planning Services Personal tax advice and planning support covering Dutch income tax, deductions, and structuring decisions for individuals and small businesses.
• Estate Planning Advisory on inheritance, wills, and succession matters for Dutch private clients and families.
• Financial Mediation in Divorce Financial mediation and advisory services for clients going through relationship breakdown, covering division of assets, pension rights, and ongoing financial planning.

Quantifiable outcome

• Over 30 years serving Dutch customers with financial planning

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and supporting.

• ABN AMROcoreOthersABN AMRO is listed as one of KPP's lending partners, offering mortgage products through KPP's intermediary services. KPP works with multiple banks and insurers to provide independent advice and access to competitive mortgage and insurance products.
• RabobankcoreOthersRabobank is listed as a mortgage lending partner, with KPP providing advisory and intermediary services for Rabobank mortgage products as part of their independent advice approach.
• INGcoreOthersING is listed as a mortgage lending partner, providing financing solutions that KPP offers to customers as part of their multi-lender advisory service.
• AegoncoreOthersAegon is listed as an insurance partner, offering life, pension, and general insurance products through KPP's advisory and intermediary services.
• ASRcoreOthersASR is listed as an insurance partner providing general insurance, health, and pension products distributed through KPP's advisory services.
• AllianzcoreOthersAllianz is listed as an insurance partner offering property, casualty, and life insurance products accessible through KPP's independent advisory.
• Centraal BeheercoreOthersCentraal Beheer is listed as a financial product partner offering insurance and banking products through KPP's intermediary services.
• FloriuscoreOthersFlorius is listed as a mortgage lender partner, offering specialized mortgage products through KPP's advisory channel.
• ObvioncoreOthersObvion is listed as a mortgage lender partner, offering residential mortgage products accessible through KPP's independent advisory services.
• Tulp HypothekencoreOthersTulp Hypotheken is listed as a mortgage lending partner offering competitive mortgage products through KPP's advisory and placement services.
• ArgentasupportingOthersArgenta is listed as a mortgage lender partner, offering banking and mortgage products through KPP's intermediary services.
• BLG WonensupportingOthersBLG Wonen is listed as a mortgage lender partner offering residential financing solutions through KPP's advisory channel.
• NIBCsupportingOthersNIBC is listed as a mortgage lending partner offering savings and mortgage products accessible through KPP's independent advisory.
• IQwoonsupportingOthersIQwoon is listed as a mortgage lender partner offering residential mortgage solutions through KPP's advisory services.
• Munt HypothekensupportingOthersMunt Hypotheken is listed as a mortgage lender partner offering competitive residential mortgage products through KPP's advisory channel.
• MeriussupportingOthersMerius is listed as a mortgage lending partner offering financing solutions through KPP's intermediary services.
• Lloyds BanksupportingOthersLloyds Bank is listed as a mortgage lender partner offering Dutch residential mortgage products through KPP's advisory services.
• BijBouwesupportingOthersBijBouwe is listed as a mortgage lender partner offering residential financing solutions accessible through KPP's independent advisory.
• AttenssupportingOthersAttens is listed as a financial services partner, providing products accessible through KPP's advisory services.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ABN AMRO: ABN AMRO is one of the three major Dutch banks and offers mortgage, insurance, wealth management, and financial advisory services to retail and SME customers. It is a key KPP product partner and a broad incumbent competing for the same Dutch consumer wallet across all of KPP's practice areas.
• Nationale-Nederlanden (NN Group): NN Group is one of the largest Dutch insurance and asset management groups, providing life insurance, pensions, and investment products to Dutch households. It competes with KPP across insurance advisory and wealth management and is also a KPP product partner.
• Rabobank: Rabobank is a major Dutch cooperative bank offering mortgages, insurance, wealth, and pension advisory to Dutch households. It is both a KPP product partner and a broad incumbent in the Dutch financial advisory market.
• ING Bank: ING is one of the three largest Dutch banks providing mortgage lending, insurance distribution, and wealth services. It is a KPP lending partner and a broad incumbent with overlapping consumer-facing financial advisory offerings.

Direct peers

• De Hypotheker: De Hypotheker is the largest Dutch mortgage and financial advisory franchise, offering mortgage brokerage, insurance, and financial planning to Dutch consumers. It is the closest direct comparison to KPP's mortgage-led advisory model, although at substantially larger scale and with a franchise network.
• Van Bruggen Adviesgroep: Van Bruggen Adviesgroep is a long-standing Dutch independent financial advisor (now part of Rabobank) providing mortgage, insurance, and financial planning services. It mirrors KPP's independent intermediary model and target customer base.
• Huis & Hypotheek: Huis & Hypotheek is a Dutch mortgage and home-finance advisory chain that intermediates between consumers and multiple lenders, similar to KPP's Hypotheken practice. Both firms compete for Dutch homebuyers seeking independent mortgage advice across a multi-lender product set.
• Veldkamp Adviesgroep: Veldkamp Adviesgroep is a Dutch independent financial advisory group offering mortgages, insurance, wealth, and pension planning to individuals and SMEs. Like KPP, it operates as an independent intermediary across multiple product providers and is a comparable size-and-model independent competitor.

Emerging players

• Meesman Indexbeleggen: Meesman is a Dutch index-investing pioneer offering low-cost passive index portfolios directly to retail investors. It overlaps with KPP's Responsible Index Portfolios and broader wealth management practice for self-directed Dutch investors seeking ESG and index exposure.
• Brand New Day: Brand New Day is a Dutch online wealth manager offering index investing, SIPPs, and pension products directly to consumers. It competes with KPP's Vermogensplanning practice for the same retail wealth and pension clients via a lower-cost digital channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kpp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 KPP