Prikkl

What Prikkl does

Prikkl B.V. is a Dutch independent financial coaching and advisory platform headquartered in Utrecht, founded in 2017 by Henk-Jan Boersma and Paulien van Gurp. The company serves three customer segments — individuals (particulieren), employers (werkgevers), and pension fund executors (pensioenfondsen) — with a positioning that explicitly avoids selling financial products, so advice itself is the product. Its core offering to individuals is Financieel Inzicht, a one-time 60-minute consultation priced at €339 that produces a personalized financial snapshot, career-scenario calculations, and a written report, and Geldcoach, a 3-month coaching program priced at €272.25. For employers, Prikkl bundles these consultations with 24/7 Vraagbaak (round-the-clock inquiry support) and Proefberekeningen (trial financial-scenario calculations). For pension funds, it delivers customizable Klantreizen (customer journeys) including lumpsum choice guidance, RVU (early retirement) guidance, pension-choice support, and e-learning with personal coaching, sold as managed services to executors such as APG and PGGM&Co.

The underlying platform is a workflow-and-content system: e-learning modules ("leersnacks") combine explanation, tests, calculation modules, challenges, quizzes and downloads; the proprietary BLI (Bourgondisch Leven Index) method is a branded income-versus-expenditure balance methodology; and the consultation pipeline is standardized around intake, 60-minute session, personalized report and follow-up call. Prikkl is ISO 27001 certified on the most recent norm and holds an ISAE 3000 assurance statement, and is regularly audited by the financial institutions it serves, which is a gating requirement for pension fund and bank counterparties. Scale signals include 70,000+ financial insight conversations over seven years, 40,000+ e-learning module viewers, capacity for 1,000+ conversations per week, an average customer rating of 8.7/10, and an NPS of 60+.

The business model is a hybrid of three GTM motions. D2C consumers book online at prikkl.nl and pay per session or program. A B2B employer channel delivers Prikkl services as an employee benefit, frequently funded through collective labor agreements (CAOs) in sectors such as Metalektro, Grafimedia, Drankindustrie, Zoetwaren and Schoonmaak, where sector funds (A&O fondsen) or employers absorb the cost; CAO Grafimedia, for example, provides up to €600 excl. VAT per employee every five years for financial advice. A pension fund channel contracts with executors (APG, PGGM&Co) to deliver choice counseling, e-learning, and at-risk-group identification to their participant base. The company is single-country (Netherlands), privately held with no disclosed external funding, and operates with 11–50 employees.

Name

Prikkl

Legal name

Prikkl B.V.

Website

https://prikkl.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Prikkl is a Dutch independent financial coaching and advisory platform, founded in 2017 in Utrecht, that serves individuals, employers and pension fund executors with paid consultations, multi-month coaching, e-learning and a proprietary financial-balance methodology.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Professional, Scientific, and Technical Services (54), Other Management Consulting Services (541618), Educational Support Services (611710)

SIC

Investment Advice (6282)

akta.pro primary industry

Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK)

akta.pro secondary industries

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

Keywords

• Financial coaching services
• Pension choice counseling
• Employee financial wellness
• Personal financial advisory
• Money coaching programs

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Insight Consultation (Financieel Inzicht): One-time consultation service providing financial snapshot, scenario calculation, and personalized report. Includes intake, 60-minute consultation, personal report, and follow-up call.
2. Money Coach Program (Geldcoach): 3-month coaching program with intake, personal action plan, online assignments, and coach guidance for daily financial management
3. Employer-funded services: Services paid by employers directly or through sector funds (A&O fondsen) as part of CAO agreements, making services free for eligible employees
4. Pension fund partnerships: Services delivered to pension fund participants, funded through pension fund programs for choice counseling and e-learning

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Prikkl is an independent Dutch financial coaching and advisory platform that delivers one-on-one financial insight consultations, multi-month money coaching programs, e-learning modules, and scenario calculations to individuals. It also serves employers and pension funds through tailored customer journey programs, choice counseling, and 24/7 inquiry helpdesks. The advice is sold as the product rather than any underlying financial instrument, with services paid by consumers, employers, or sector funds.

Product overview

Prikkl is a coaching and advisory platform offering independent financial advice as its core product. The main offerings include Financieel Inzicht (a paid 60-minute financial insight session at €339) and Geldcoach (a 3-month coaching program at €272.25), both focused on helping individuals make smart financial decisions across life phases. For employers, Prikkl provides employee financial wellness services including 24/7 Vraagbaak, Proefberekeningen, and Financieel Inzicht. For pension funds, the company offers customizable customer journeys (Klantreizen) with e-learning modules and personal coaching. The BLI Methode (Bourgondisch Leven Index) is a proprietary methodology for tracking and improving financial health.

Differentiator

Problem solved

Functional benefit

Products and services

• Financieel Inzicht (Financial Insight Consultation) A 60-minute session with a Prikkl financial advisor that provides a comprehensive financial snapshot, calculates career-scenario impacts, and delivers a personalized report with recommendations for individuals making decisions about work, retirement, or career changes.
• Geldcoach (Money Coach Program) A 3-month coaching program pairing clients with a personal coach to develop financial awareness, create action plans, and complete tailored online assignments for daily financial management.
• E-learning Geldzaken (Financial E-learning) Online training blocks (leersnacks) providing financial literacy education for pension fund participants, combining explanation, tests, calculation modules, challenges, quizzes, and downloads.
• 24/7 Vraagbaak (24/7 Helpdesk) Round-the-clock inquiry support service for employers, allowing their employees to get answers to financial questions anytime as part of an employee financial wellness offering.
• Proefberekeningen (Trial Calculations) Service for employers that allows employees to test financial scenarios and calculate the impact of career and pension decisions before committing to a choice.
• Klantreizen (Pension Fund Customer Journeys) Tailored customer journey solutions for pension funds, including lumpsum choice guidance, RVU (early retirement) guidance, pension choice support, e-learning modules, and personal coaching for fund participants.

Quantifiable outcome

• 50% of participants take direct action after the trajectory
• +4 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and flagship.

• Henk-Jan BoersmacoreStrategic or Co-development Partner · 1 January 2017Co-founder of Prikkl, previously in financial services industry. Together with Paulien van Gurp, founded Prikkl in 2017 to improve financial advice accessibility in the Netherlands.
• Paulien van GurpcoreStrategic or Co-development Partner · 1 January 2017Co-founder of Prikkl. Leads the company alongside Henk-Jan Boersma, driving the mission to democratize financial advice between expensive advisors and online-only tools.
• APGcoreStrategic or Co-development PartnerMajor Dutch pension fund executor. Prikkl serves as partner for providing financial choice counseling to APG pension fund participants.
• PGGM&CocoreStrategic or Co-development PartnerDutch pension fund for healthcare and welfare workers. Collaborated with Prikkl on webinars for members on smart financial management, particularly during COVID-19.
• RAS (Raad voor Arbeidsverhoudingen Schoonmaak- en Glazenwassersbranche)coreStrategic or Co-development PartnerCouncil for labor relations in the cleaning and window washing industry. Since February 2022, RAS works with Prikkl to provide free financial advice to sector workers regarding early retirement (RVU) options.
• Teijin AramidcoreStrategic or Co-development PartnerJapanese-owned Dutch company producing high-performance aramid fibers. Prikkl helps explain Generation Pact options to 300+ eligible employees, conducting conversations at company locations.
• Luchtvaart Community Schiphol (LCS)flagshipStrategic or Co-development PartnerFoundation connecting education, labor market, and businesses at Schiphol Airport. Prikkl provides financial wellness services as part of sustainable employability program for 65,000 Schiphol workers.
• Royal Schiphol GroupcoreStrategic or Co-development PartnerFounding partner of Luchtvaart Community Schiphol. Partner in sustainable employability initiative where Prikkl provides financial wellness services.
• ROC van Amsterdam & FlevolandcoreStrategic or Co-development PartnerFounding partner of Luchtvaart Community Schiphol. Educational institution contributing to airport labor market sustainability programs.
• KLMcoreStrategic or Co-development PartnerFounding partner of Luchtvaart Community Schiphol. Airline contributing to sustainable employment initiatives at Schiphol Airport.
• CAO Grafimedia partnerscoreChannel Partner/ Reseller/ DistributorCollective labor agreement partners in graphic media sector. CAO provides up to €600 excl. VAT for financial advice per employee every 5 years, with Prikkl as designated provider.
• RVU MetalektrocoreChannel Partner/ Reseller/ DistributorEarly retirement regulation for Metal Engineering sector. Prikkl provides financial calculation services for employees considering RVU (vervroegd uittreden) option.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LearnLux: US workplace financial wellness platform serving employers via B2B contracts to deliver independent financial guidance to employees. Highly comparable B2B employer model and multi-channel (employer + individual) delivery that mirrors Prikkl's gtm_motion.
• BrightPensioen: Independent Dutch pension provider with a strong guidance and education focus for individuals making pension decisions. Closely comparable to Prikkl in targeting Dutch consumers on retirement and pension choices with an advice-led, non-conflicted model.
• Brightside Financial: US workplace financial wellness provider offering on-demand financial advice to employees through employer benefit programs. Directly comparable in serving employee financial decision-making through B2B employer partnerships.
• Origin Financial: US-based financial wellness platform providing independent financial planning to employees through employer partnerships. Similar hybrid advisor-plus-digital model and employer-sponsored distribution model.

Broad incumbents

• Aegon: Large Dutch insurance and wealth management group serving individuals and employers with retirement, pension, and investment products. Overlaps with Prikkl on retirement advisory but operates at significantly larger scale with proprietary product offerings.
• Nationale-Nederlanden: Major Dutch life insurer and wealth manager with broad retirement and pension offerings including group life and asset accumulation. Comparable overlap with Prikkl's retirement decision-making space, but as a much larger product-led incumbent.
• ASR Nederland: Dutch insurance and pensions provider offering retirement solutions to individuals and employers. Adjacent incumbent in the same Dutch retirement decision-making space as Prikkl.

Emerging players

• BeFrank: Dutch pension administrator offering online pension solutions to employers and their employees. Comparable in the Dutch workplace pension channel and employer-sponsored financial decision-making.
• Brand New Day: Digital-first Dutch pension and wealth provider targeting self-directed individuals with low-cost products. Comparable in serving Dutch individuals on pension and financial decisions, with partial overlap on the digital advice experience.

Others

• SmartDollar: US employer-sponsored financial wellness platform based on Dave Ramsey's curriculum, providing budgeting and money coaching tools. Adjacent in the employer-channel financial wellness space but more self-serve/educational than Prikkl's advisor-led hybrid model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/prikklfinancieelinzicht
• LinkedInlinkedin.com/company/prikkl
• Instagraminstagram.com/prikkl
• Xx.com/prikklinzicht

Compliance2 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 Prikkl