What Gelukskoffer does

Gelukskoffer Scholen B.V. is a Dutch social-emotional learning (SEL) company founded in 2011 by Clara den Boer and Anke Appel-den Boer, operating as a wholly-owned subsidiary of Malmberg (part of Sanoma). The company develops and distributes a primary-school SEL curriculum grounded in positive psychology, structured around seven recurring themes (What is happiness, Positive thinking, Gratitude, Talents, Self-confidence, Future dreams, and Sharing happiness) plus a Friendship theme for groups 1-2, and aligned with the Dutch national Kerndoelen Burgerschap (citizenship core objectives). The product combines physical materials (student workbooks, teacher handbooks, the Lukkie hand puppet, Geluksbal, Brillenset, Gelukspot cards) with a digital whiteboard software and an online learning environment, supplemented by implementation training, team training, parent evenings, and self-paced online modules. Distribution is handled through Malmberg's method-specialist salesforce and the dedicated Gelukskoffer webshop, with Heutink handling childcare-sector physical delivery.

The company generates revenue from four streams: one-time sales of physical educational materials (student and teacher packages), recurring annual digital licenses (€95/group/year, running August 1 to July 31), professional training services (€225-€3,625 per session), and direct-to-consumer home products (storybooks, games, the Blijkoffer special-needs program). The Gelukskoffer method has cumulatively reached over 100,000 children in the Netherlands, is recognized by RIVM/NJI as a "wetenschappelijk goed beschreven interventie," and is approved as a Gezonde School (Healthy School) activity, qualifying adopting schools for government subsidies. Recent moves have extended the offering into childcare (Kinderopvang), care settings for clients with mild intellectual disabilities (Blijkoffer), and the broader school-wide wellbeing concept De Gelukkige School, with primary operations continuing to be domestic and concentrated in the Netherlands.

Name

Gelukskoffer

Legal name

Gelukskoffer Scholen B.V.

Website

https://gelukskoffer.nl

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Gelukskoffer develops a positive-psychology-based social-emotional learning curriculum and physical/digital materials for Dutch primary schools, childcare centers, and care institutions. It operates as a wholly-owned subsidiary of Malmberg (Sanoma), distributing through Malmberg's network of roughly 10,000 schools.

Ownership category

akta.pro rank

Product category

Social-Emotional Learning Curriculum

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

School-Based SEL Curriculum & Instructional Programs (EDAKAMAA)

Keywords

• Social-emotional learning
• Positive psychology curriculum
• Primary education materials
• Wellbeing programs
• Citizenship education

Headquarters

HQ city

Naarden

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Educational Materials Sales: Sale of physical learning materials including student packages (workbooks, diplomas), teacher packages (handbooks, teaching aids, storage cases), and supporting materials. Student packages are sold per student per group, teacher packages per class group. Physical materials are sold as one-time purchases with the exception of consumables.
2. Digital Licenses: Annual licenses for digital board software valid from August 1 to July 31. Provides access to all supporting digital materials including videos, worksheets, posters, parent communications, and special lesson content for group formation periods.
3. Training Services: Implementation training, team training (Werkgeluk/work happiness), parent evenings, and specialized online training. Training is provided both on-site at schools and online. Training prices range from EUR 225 to EUR 3,625 depending on duration and group size.
4. Home/Consumer Products: Products sold directly to parents for home use, including story books, happiness games, craft books, and resilience booklets. Target children ages 4-12 for use at home to reinforce social-emotional learning.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Gelukskoffer develops and sells a school-wide social-emotional learning (SEL) curriculum for Dutch primary schools (groups 1-8) built on positive psychology principles, covering 7 themes: What is happiness, Positive thinking, Gratitude, Talents, Self-confidence, Future dreams, and Sharing happiness. The offering combines physical material packages (student workbooks, teacher handbooks, game materials like the Lukkie hand puppet, Geluksbal, and Brillenset) with annual digital licenses for the Digibordsoftware interactive whiteboard software, complemented by on-site and online training services for teachers, school teams, and parents.

Product overview

Gelukskoffer is a comprehensive social-emotional learning ecosystem consisting of a core curriculum for primary education (Basisonderwijs, groups 1-8), adapted versions for childcare (Kinderopvang), and specialized materials for individuals with mild intellectual disabilities (Blijkoffer). The offering includes physical material packages (Leerlingpakket for students, Leerkrachtpakket for teachers), digital whiteboard software (Digibordsoftware), and various standalone supporting materials (Lukkie hand puppet, Geluksbal ball, Set Brillen glasses, Gelukspot cards). The portfolio is complemented by training services (Implementation Training, Team Work Happiness Training, Online Training, Parent Evenings) and the broader De Gelukkige School school-wide wellbeing program. Materials are available through the Gelukskoffer webshop (webshop.gelukskoffer.nl), with physical delivery via Heutink and digital licenses via Malmberg.

Differentiator

Problem solved

Functional benefit

Brands

• Blijkoffer: A version of Gelukskoffer adapted for children with light intellectual disabilities
• De Gelukkige School

Quantifiable outcome

• 11% better learning performance in happy children
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• MalmbergcoreChannel Partner/ Reseller/ DistributorMalmberg is the primary publisher and distributor of Gelukskoffer in the Netherlands. As a Sanoma company and major Dutch educational publisher, Malmberg provides distribution access to 10,000 schools and 100,000 teachers. The partnership includes product development collaboration and Malmberg's field sales team promotes Gelukskoffer alongside its other educational methods.
• Gezonde School (RIVM/NJI)flagshipStrategic or Co-development PartnerRIVM/NJI has assessed Gelukskoffer as a 'scientifically well-described intervention' and approved it as a Gezonde School activity. This recognition enables schools to access subsidies for implementing the program. The Gezonde School program aims to integrate health into the DNA of every school.
• Jeugdeducatiefonds (Youth Education Fund)coreStrategic or Co-development PartnerJeugdeducatiefonds provides subsidies that make Gelukskoffer accessible to schools and families who might otherwise not afford the program. More information available through the fund's website for schools wishing to participate.
• HeutinkminorChannel Partner/ Reseller/ DistributorHeutink handles physical material delivery for the childcare and daycare sector, ensuring that childcare providers receive Gelukskoffer materials promptly. This partnership supports the childcare market segment.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Committee for Children (Second Step): Committee for Children's Second Step is a large-scale international SEL curriculum for K-8 students, widely adopted in North America. Comparable as a comprehensive, evidence-based SEL program, though operating at much larger scale and broader geography.

Direct peers

• Kanjertraining: Kanjertraining is a widely-used Dutch social-emotional method for primary schools focused on trust, anti-bullying, and behavioral norms. Direct competitor in the Dutch primary SEL curriculum space.
• Stichting Leefstijl: Stichting Leefstijl provides structured lifestyle and social-emotional curricula for Dutch primary schools, including the Leefstijl method. Comparable as an established school-based SEL program in the Netherlands.
• CED-Groep (Vreedzame School): CED-Groep publishes the Vreedzame School, a leading Dutch social-emotional learning curriculum for primary schools. Direct competitor serving the same Dutch basisonderwijs market with a comparable school-wide SEL framework.
• Kwink: Kwink is a Dutch online SEL method for primary schools covering citizenship and social-emotional development. Directly comparable as a curriculum-based SEL program targeting the same Dutch primary education market.
• Rots en Water: Rots en Water is a Dutch SEL program used widely in primary schools, focused on self-control, confidence, and social skills through physical exercises. Comparable SEL curriculum for Dutch basisonderwijs.

Others

• Malmberg (Sanoma): Malmberg is Gelukskoffer's parent company and a major Dutch educational publisher offering primary school methods across subjects. Relevant as the parent and channel partner rather than a direct competitor.
• Heutink: Heutink is a Dutch distributor of educational and childcare materials and a Gelukskoffer distribution partner for the childcare sector. Adjacent ecosystem participant in Dutch educational supply chain.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/gelukskoffer
• Facebookfacebook.com/gelukskoffer
• LinkedInlinkedin.com/company/gelukskoffer

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 Gelukskoffer