de Waarden

What de Waarden does

Stichting Kraamzorg de Waarden Groep (operating as Kraamzorg de Waarden) is a Dutch non-profit foundation founded in 1946 and headquartered in Schoonhoven, Netherlands. The organization provides in-home postpartum and newborn care (kraamzorg) to expectant and new families, employing 501-1,000 certified kraamverzorgenden and operating across 15+ Dutch regions including Rotterdam, Gouda, Dordrecht, Gorinchem, Hoeksche Waard, Haarlem, Tiel, Almere, and Hilversum. Its core service is reimbursed under Dutch basic health insurance (basisverzekering) with a regulated personal contribution (eigen bijdrage), supplemented by specialized services including lactation consulting, BabythuisZorg (alternative-setting postnatal care), and educational offerings such as e-learning modules, breastfeeding courses, and the Kraamtalk podcast.

The technology stack pairs physical home-based care with a digital layer: the BabyManager mobile app (offering 24/7 chat, instructional videos, weekly pregnancy updates) at no additional cost for two months to registered clients, a client-accessible digital care plan (Digitaal Zorgplan) with QR-code sharing, GIZ/KLIM standardized needs-assessment methodology to determine appropriate care hours, and integration with the national Geboortezorgviewer (Blinkz) for birth care data exchange and SmartLockr for NTA 7516 certified secure email. The organization holds ISO 9001, HKZ, SBB Erkend Leerbedrijf, and NTA 7516 certifications, and participates in the national KIWO research initiative monitoring the KLIM care classification methodology.

Go-to-market is direct-to-consumer and community-led: prospective clients register via the MijndeWaarden portal or by phone, with midwife practices (verloskundigenpraktijken) and Verloskundige Samenwerkingsverbanden (VSVs) serving as primary referral channels. The organization is governed by a Raad van Toezicht (Supervisory Board) and a cliëntenraad (client council), with hundreds of published client testimonials and Zorgkaart Nederland ratings serving as the main trust-building mechanism. As a non-profit foundation, it has no external investors, parent company, or venture capital backing.

Name

de Waarden

Legal name

Stichting Kraamzorg de Waarden Groep

Website

https://kraamzorgdewaarden.nl

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

501–1,000 employees

Short description

de Waarden is a Dutch non-profit foundation founded in 1946 that provides in-home postpartum maternity care and lactation consulting across 15+ regions of the Netherlands, serving expectant and new families through a blended physical and digital care model reimbursed by basic health insurance.

Ownership category

akta.pro rank

Product category

Maternity and Postpartum Care Services

NAICS

Home Health Care Services (62161), Other Residential Care Facilities (62399)

SIC

Services-Home Health Care Services (8082)

akta.pro primary industry

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN)

akta.pro secondary industry

Maternal/Newborn & Postpartum Skilled Home Visits (HSABACAK)

Keywords

• Maternity care services
• Postpartum home care
• Lactation consulting
• Neonatal health support
• Birth care coordination

Headquarters

HQ city

Schoonhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Maternity Care Services (Kraamzorg): Core service providing in-home postpartum and newborn care. Reimbursed through Dutch basic health insurance (basisverzekering) with a regulated personal contribution (eigen bijdrage). Care hours and type determined via GIZ/KLIM assessment and 'passende kraamzorg' (appropriate maternity care) guidelines. Revenue is insurance-reimbursed, recurring per client episode.
2. Lactation Consulting (Lactatiekundige Consulten): Specialized breastfeeding support services provided by lactation consultants, with separate fee schedules published on the website. Includes various consultation types such as pumping consultations, breastfeeding courses, and problem consultations.
3. BabyManager Digital Services: Digital supplementary care platform free for two months to registered clients. Serves as a client acquisition and retention tool, enhancing the physical care offering.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

de Waarden delivers in-home postpartum and newborn care (kraamzorg) by certified kraamverzorgenden during the maternity week, including medical monitoring of mother and baby, breastfeeding support, parental education, and household assistance. Services are reimbursed through Dutch basic health insurance with a regulated personal contribution, supplemented by the free BabyManager digital companion app and paid lactation consulting.

Product overview

Kraamzorg de Waarden operates as a unified service organization offering physical postpartum care (kraamzorg) as its core offering, supported by a digital companion through the BabyManager app. The portfolio includes the BabyManager App (a free digital supplement providing instructional content, chat, and weekly pregnancy emails), BabythuisZorg (specialized care for families with more complex situations), lactation consulting services, breastfeeding courses, e-learning modules, Kraamcafé educational sessions, and the Kraamtalk podcast. Together these form a blended care model where physical home visits are augmented by digital tools and supplementary educational services.

Differentiator

Problem solved

Functional benefit

Brands

• BabyManager: Digital maternity care app providing information, instructional videos, and 24/7 chat access to healthcare professionals for expecting and new parents.
• BabythuisZorg

Products and services

• Kraamzorg (Postpartum Care) In-home postpartum care delivered by certified kraamverzorgenden during the kraamweek (maternity week), including medical monitoring of mother and newborn, breastfeeding support, parental education, baby care instruction, and household assistance during postpartum recovery. Hours allocated based on GIZ/KLIM assessment. Reimbursed through Dutch basic health insurance with a regulated personal contribution.
• BabyManager App Digital maternity care companion app for expectant and new parents providing instructional videos, weekly pregnancy email updates, pregnancy and postpartum information, and 24/7 chat and video access to care professionals. Offered free for two months to registered clients as a supplement to physical kraamzorg care.
• BabythuisZorg Specialized home-based and alternative-setting postnatal care for families where parenthood takes a different course, supporting parents in complex or challenging postpartum situations beyond standard kraamzorg.
• Lactatiekundigen (Lactation Consulting) Specialized breastfeeding support services by lactation consultants, including breastfeeding courses, pumping consultations, tongue-tie/lip-band assessments, and consultations for breastfeeding problems. Charged separately per consultation type with publicly disclosed fee schedules.

Quantifiable outcome

• Clients report high satisfaction, leaving hundreds of testimonials and returning for subsequent pregnancies
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• SmartLockrcoreTechnology or IntegrationSmartLockr provides NTA 7516 certified secure email communication for exchanging privacy-sensitive health information with clients and partners. Used since September 22, 2022 to prevent data leaks and comply with Dutch health data security standards for email-based health data exchange.
• Blinkz (Geboortezorgviewer)coreTechnology or IntegrationBlinkz provides the national Geboortezorgviewer platform used for the landelijke overdracht van zorg binnen de Geboortezorg (national transfer of birth care information). Kraamzorg de Waarden participates in this national health data sharing infrastructure for coordinated birth care.
• BabythuisZorgcoreStrategic or Co-development PartnerBabythuisZorg provides an alternative setting for postnatal care for families where standard home-based kraamzorg is insufficient. Kraamzorg de Waarden is a partner in the BabythuisZorg network, referring clients who need more intensive or specialized care than standard home delivery allows.
• Verloskundigenpraktijken (Midwife Practices)coreChannel Partner/ Reseller/ DistributorNetwork of midwife practices across the service area (15+ Dutch cities) that refer clients to Kraamzorg de Waarden as part of coordinated birth care. The organization maintains a directory of partner midwife practices listed on its website.
• SBB (Samenwerkingsorganisatie Beroepsonderwijs Bedrijfsleven)minorOthersSBB is the Dutch organization linking vocational education with the business community. Kraamzorg de Waarden is an SBB-recognized learning company (erkend leerbedrijf), providing apprenticeships and training positions for students in the kraamzorg field.
• Triqs (Research Bureau)minorStrategic or Co-development PartnerTriqs research bureau sends client satisfaction evaluations after the conclusion of care services on behalf of Kraamzorg de Waarden. Used for internal quality improvement purposes.
• Zorgverzekeraars (Health Insurers)coreChannel Partner/ Reseller/ DistributorDutch health insurance companies that reimburse kraamzorg services under the basic health insurance package (basisverzekering). Kraamzorg de Waarden operates as an approved care provider within the Dutch health insurance system.

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Emerging players

• Pacify Health: US-based telehealth platform providing on-demand lactation consulting and postpartum support via video. Comparable in lactation consulting and digital care delivery, but operates as a virtual-only service without the in-home clinical component.
• Nest Collaborative: US-based telehealth lactation consulting service providing virtual consultations with IBCLC consultants. Comparable in specialty lactation support offering and digital delivery model, but lacks physical in-home care.
• The Lactation Network: US-based network connecting mothers with lactation consultants covered by insurance. Comparable in lactation consulting service line and insurance-reimbursement model, but operates exclusively in the US market.

Direct peers

• Kraamzorg de Meierij: Regional kraamzorg provider in North Brabant offering in-home postpartum care with the same Dutch basic insurance reimbursement model. Comparable delivery model and target customer base.
• Naviva Kraamzorg: One of the largest Dutch kraamzorg providers with national reach, offering in-home postpartum care, lactation consulting, and digital client tools. Directly comparable to de Waarden in service model, target customers, and reimbursement structure under Dutch basic health insurance.
• Kraamzorg Zuidwest: Regional Dutch kraamzorg provider serving southwest Netherlands with in-home postpartum care and insurance-reimbursed services. Directly comparable operating model in an overlapping geographic segment.
• De Bakermat Kraamzorg: Dutch kraamzorg provider offering in-home postpartum care and lactation services with similar insurance-reimbursed model and midwife referral channels. Closely comparable in service mix and regulatory positioning.

Broad incumbents

• Espria (Kraamzorg): Dutch healthcare group operating multiple care brands including kraamzorg within a broader portfolio of home care, elderly care, and youth services. Comparable maternity care offering but as part of a wider healthcare conglomerate rather than a specialist.

Regional players

• Coöperatie VGZ (Menzis Kraamzorg network): Dutch health insurer operating affiliated kraamzorg services for policyholders. Comparable in maternity care delivery and reimbursement, but vertically integrated with insurance parent rather than operating as an independent provider.

Others

• Zorg voor Kraam (Kraamzorg platform): Job-matching and recruitment platform specifically for Dutch kraamzorg professionals. Adjacent ecosystem participant that supports the labor supply chain on which de Waarden depends for certified kraamverzorgenden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/kraamzorgdewaarden.nl
• Instagraminstagram.com/kraamzorgdewaarden.nl
• Xx.com/DeWaarden

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 de Waarden