VrijdagOnline

What VrijdagOnline does

VrijdagOnline B.V. is a privately held Dutch full-service digital agency headquartered in Groningen that designs, builds, and operates Umbraco CMS-based websites, customer portals, e-commerce platforms, and AI-integrated digital platforms for organizations across the Netherlands. The company is an Umbraco Silver Partner and uses the open-source, Microsoft .NET-based Umbraco platform as the technical core of every engagement, supplemented by Umbraco Commerce for webshops and a proprietary PRFT® four-step project methodology (Plattegrond, Route, Formule, Techniek) that spans strategy, UX, development, and marketing. Its product portfolio is tiered into fixed-price website packages (Start from €2,250, Basis €4,900, Plus from €8,000) and larger custom engagements such as webshops from €20,000 and bespoke AI integrations, with recurring revenue from managed hosting and support starting at €59 per month on ISO 27001 / NEN 7510 certified infrastructure.

The company sells primarily to Dutch B2B mid-market and enterprise customers with a sales-led, consultative go-to-market, targeting verticals such as healthcare and wellbeing, ICT and professional services, municipalities and regional organizations (via its CityMarketing Platform), and e-commerce/retail. It reports serving more than 2,000 organizations since founding in 2010, with a self-reported 4.8/5 customer rating, and a team of approximately 17 HBO-educated specialists. The business model combines one-time project revenue (website and platform builds), recurring hosting and support subscriptions, and professional services (strategy, UX, development, digital marketing including SEO, Google Ads, and CRO). The AI offering is positioned as a custom feature set rather than a packaged product, covering content generation, semantic search, AI-driven SEO/CRO automation, chatbots, and predictive dashboards built on top of existing Umbraco platforms and integrated with CRMs such as HubSpot, Salesforce, Pipedrive, and Simplicate.

Name

VrijdagOnline

Legal name

VrijdagOnline B.V.

Website

https://vrijdagonline.nl

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

VrijdagOnline B.V. is a Dutch full-service digital agency in Groningen that builds Umbraco CMS-based websites, portals, webshops, and AI-integrated platforms for mid-sized B2B, healthcare, and municipal organizations across the Netherlands, selling fixed-price website packages, custom development, and recurring hosting.

Ownership category

akta.pro rank

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Website Design & Development: Custom Umbraco-based websites sold as fixed-price project packages (Start from €2,250, Basis €4,900, Plus from €8,000). One-time project revenue with options for redesign and ongoing development.
2. E-commerce Platform Development: Custom webshops and e-commerce platforms starting from €20,000. Built on Umbraco Commerce with ERP/CRM integrations and custom functionality.
3. Hosting & Support: Recurring monthly hosting and support services starting at €59/month. Includes security updates, daily backups, domain management, and email hosting. Annual invoicing included.
4. Digital Services (Strategy, UX, Development, Marketing): Strategy consulting, UX and design services, web development, and digital marketing (SEO, Google Ads, CRO) provided as standalone or integrated services. Can be engaged independently or as part of a broader platform project.
5. CityMarketing Platform: Specialized digital platform for municipalities and towns, sold as a custom project. Pricing varies based on desired modules and scope, ranging from an initial village version to a regional scalable platform.
6. AI Integration & Implementation: Custom AI solutions integrated into existing Umbraco platforms. Not a plug-and-play product; built as bespoke functionality tailored to client processes, goals, and systems. Operationally delivered together with the client.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

VrijdagOnline is a full-service Dutch digital agency that designs, develops, and supports custom Umbraco CMS-based websites, customer portals, webshops, and AI-integrated digital platforms for B2B organizations. Its portfolio includes three fixed-price website packages (Start, Basis, Plus), modular extensions for portals, e-commerce via Umbraco Commerce, AI features, and the CityMarketing Platform for municipalities. Supporting services cover digital strategy, UX and design, custom development, online marketing (SEO, Google Ads, CRO), and recurring managed hosting and support.

Product overview

VrijdagOnline is a full-service digital agency specializing in Umbraco-based platforms. The product portfolio is built on Umbraco CMS as a unified core platform, with three named website tiers (Start at €2,250, Basis at €4,900, Plus from €8,000), plus modular extensions: Portalen (customer/partner portals), Webshops via Umbraco Commerce (from €20,000), AI in Umbraco (six AI-powered modules for content, SEO, CRO, search, and customer interaction), and the CityMarketing Platform (a sector-specific sub-brand for municipalities). Supporting services include Strategy, UX & Design, Development, Marketing, Hosting & Support, and WordPress-to-Umbraco migration. All offerings follow the PRFT® (Profit) methodology framework.

Differentiator

Problem solved

Functional benefit

Brands

• PRFT®: The PRFT® (Profit) methodology represents the strategy the company follows together to achieve the best online results. The steps are Plattegrond (Map), Route, Formule (Formula), and Techniek (Technology).
• Profit by Design®

Products and services

• Umbraco CMS Open-source CMS built on Microsoft .NET, serving as the core platform for all VrijdagOnline website, portal, webshop, and AI products. Provides flexible content management, multi-site support, WCAG accessibility, and API-driven integrations.
• Start Website Entry-level custom Umbraco website from €2,250, providing a secure, fast, and scalable baseline with WCAG 2.1 AA accessibility, AI-optimized technical foundation, 3 page templates, and 2 modules. Delivery in approximately 2 weeks.
• Basis Website
• Plus Website
• Portalen (Customer Portals)
• Webshops (Umbraco Commerce)
• AI in Umbraco
• CityMarketing Platform
• Hosting & Support
• WordPress to Umbraco Migration
• Strategie (Digital Strategy)
• UX & Design
• Development
• Marketing (Online Marketing)

Quantifiable outcome

• Over 2,000 organizations served since 2010
• +2 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• HubSpotcoreTechnology or IntegrationVrijdagOnline provides API integrations between Umbraco platforms and HubSpot CRM. Through these integrations, members, leads, customers, forms, activities, and planning data are automatically transmitted from Umbraco to HubSpot. Standard packages via Umbraco packages are also available.
• SalesforcecoreTechnology or IntegrationAPI integration connecting Umbraco websites and applications directly to Salesforce. Form submissions, leads, contacts, and activities from the Umbraco platform are automatically sent to Salesforce via API.
• PipedrivecoreTechnology or IntegrationIntegration connecting Umbraco with Pipedrive CRM. Forms, appointments, leads, members, activities, and contacts are sent directly from the Umbraco installation to Pipedrive, ensuring no opportunity is missed.
• SimplicatecoreTechnology or IntegrationAPI integration connecting Umbraco applications to Simplicate project management/CRM. Form data, leads, contacts, and activities are automatically sent from Umbraco to Simplicate.
• Umbraco (as Silver Partner)flagshipTechnology or IntegrationUmbraco is the exclusive CMS platform used by VrijdagOnline for all client projects. As a Silver Partner, VrijdagOnline receives platform support, certification, and access to Umbraco resources. All websites, portals, webshops, and AI solutions are built on Umbraco CMS.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Yellowgrape: Dutch digital agency and Umbraco Gold Partner based in Eindhoven, offering Umbraco-based websites, e-commerce, and digital strategy. Highly comparable in product focus, technology stack, and target market (Dutch mid-market B2B).
• Hoppinger: Netherlands-based full-service digital agency specializing in Umbraco, Kentico, and custom web platforms. Direct competitor for Umbraco projects and digital marketing engagements among Dutch enterprise and mid-market clients.
• Redkiwi: Dutch Umbraco Gold Partner and full-service digital agency delivering websites, e-commerce, and digital marketing. Very comparable positioning, team size, and productized Umbraco services to VrijdagOnline.
• Buro Staal: Northern Netherlands-based digital agency (Groningen area) offering web design, development, and online marketing. Geographic and segment overlap with VrijdagOnline's Groningen headquarters and B2B mid-market focus.
• NivelGrow: Dutch digital agency providing Umbraco websites, e-commerce, SEO, and online marketing. Direct competitor in the Dutch Umbraco ecosystem with overlapping B2B mid-market and SMB customer base.
• Qreative: Dutch digital agency offering web design, Umbraco development, SEO, and online marketing. Directly comparable in service portfolio, technology stack, and Dutch B2B target market.

Broad incumbents

• Dept: Large international digital agency with a strong Netherlands presence offering end-to-end digital services. Overlaps with VrijdagOnline on Umbraco-based builds and digital marketing for mid-market and enterprise clients.
• The Valley: Larger Dutch digital agency active in strategy, technology, and marketing, with strong Umbraco capabilities. Competes for similar B2B projects but operates at a bigger scale and broader portfolio.

Emerging players

• Aviva Solutions: Umbraco-certified European agency offering web development, e-commerce, and cloud hosting. Comparable on Umbraco focus and recurring hosting model, but with a smaller footprint and different geographic focus.

Regional players

• NetConstruct: UK-based Umbraco Gold Partner agency delivering CMS, e-commerce, and integration projects. Comparable on Umbraco specialization and integration depth but serves primarily UK and European clients outside the Dutch market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vrijdagonline
• LinkedInlinkedin.com/company/vrijdagonline-
• Instagraminstagram.com/vrijdagonlinenl
• Xx.com/VrijdagOnline

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 VrijdagOnline