Kendall Mason BV

What Kendall Mason BV does

Kendall Mason BV is a Dutch insurance intermediary founded in 2002 by Edwin Onderstal, specializing in income protection and professional liability insurance for self-employed professionals (ZZP) in the Netherlands. The company's portfolio centers on AOV (Arbeidsongeschiktheidsverzekering, disability income protection), BAV (Beroepsaansprakelijkheidsverzekering, professional liability), AVB (business liability), ORV (accident insurance), and survivor benefits (Nabestaandenverzekering). The company self-describes as the largest independent AOV and BAV provider in the Netherlands, with collective framework contracts managed on behalf of over 20 professional associations covering approximately 50,000 entrepreneurs.

The technology stack consists of domain-specific web platforms (aovXL, bavXL, aovXLDirect, avbXL, orvXL) that provide online premium calculation, quote-and-bind capability, and policy administration. Distribution is hybrid: direct-to-consumer via self-service digital channels, advisory services (full and hybrid advice via phone and email), and channel partnerships through professional and branch associations. Pricing varies by profession, income, age, and coverage level; disclosed premiums include AOV at approximately €0.90-€1.40 net per hour (~€90/month) and BAV starting at €290/year, with collective arrangement discounts of up to 40-55%.

Revenue is generated through three streams: (1) recurring insurance commissions from carriers for placed policies; (2) one-time conclusion fees (Afsluitvergoeding) for advisory, calculations, and application guidance; and (3) annual management fees (Beheersvergoeding) for ongoing policy administration, helpdesk support, and member arrangement maintenance. The company operates from Haarlem, Netherlands with an Amsterdam mailing address, runs a small team (11-50 employees), and is privately held with no disclosed institutional or PE/VC ownership.

Name

Kendall Mason BV

Legal name

Kendall Mason B.V.

Website

https://kendallmason.nl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Kendall Mason BV is a Dutch insurance intermediary founded in 2002 that distributes income protection (AOV), professional liability (BAV), and related insurance products to self-employed professionals through digital platforms and collective arrangements with 20+ professional associations.

Ownership category

akta.pro rank

Product category

Insurance Brokerage (Income Protection and Professional Liability)

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industry

Management Liability (D&O/EPL/Fiduciary) (FSAJAGAD)

Keywords

• Disability insurance brokerage
• Professional liability insurance
• Collective insurance arrangements
• Self-employed professional insurance
• Insurance intermediary services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commissions: Kendall Mason earns commissions from insurance providers for placing policies. The company manages collective arrangements for partner organizations and earns fees for policy origination and ongoing administration.
2. Advisory and Service Fees: Fees for professional advisory services including full advice, hybrid advice, and execution-only services. Includes one-time conclusion fees and annual management fees for policy administration.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Kendall Mason B.V. is an independent Dutch insurance intermediary that distributes income protection (AOV), professional liability (BAV), business liability (AVB), accident (ORV), survivor, legal aid, business travel, and a niche golf insurance product to self-employed professionals and entrepreneurs in the Netherlands. The company earns commissions from underwriters and offers three service levels—full advice, hybrid advice, and execution-only—delivered via its proprietary digital platforms aovXL, bavXL, avbXL, orvXL, and aovXLDirect, supplemented by advisory staff and 20+ collective arrangements with professional associations.

Product overview

Kendall Mason BV operates as a digital-first insurance intermediary offering a portfolio of income protection and liability insurance products for self-employed professionals and entrepreneurs in the Netherlands. The core offerings include aovXL (disability insurance), bavXL (professional liability insurance), avbXL (business liability insurance), and orvXL (accident insurance), supplemented by niche products like golf insurance and survivor coverage. Products are distributed through multiple channels: direct online platforms (aovXLDirect), through collective arrangements with 20+ professional and branch associations, and advisory services. The company positions itself as the largest AOV and BAV provider in the Netherlands, leveraging collective purchasing power to offer competitive pricing while maintaining quality coverage.

Differentiator

Problem solved

Functional benefit

Brands

• aovXL: Platform for disability insurance (AOV) for self-employed professionals, offering income protection and premium calculations.
• aovXLDirect
• bavXL
• avbXL
• orvXL

Products and services

• aovXL (Arbeidsongeschiktheidsverzekering / Disability Insurance) Income protection insurance (AOV) for self-employed professionals that provides ongoing income in the event of illness or disability, offered with online premium calculation, switch-in support, and collective arrangement discounts through partner associations.
• bavXL (Beroepsaansprakelijkheidsverzekering / Professional Liability Insurance) Professional liability insurance (BAV) for self-employed professionals that covers financial consequences of professional errors, claims, and legal defense costs; positioned as the largest platform for professional liability in the Netherlands with around 50,000 entrepreneurs on collective arrangements.
• aovXLDirect (Execution-only AOV) Online self-service portal for self-employed professionals to calculate premiums and purchase AOV disability insurance directly without advisory services.
• avbXL (Bedrijfsaansprakelijkheidsverzekering / Business Liability Insurance) Business liability insurance (AVB) covering physical damage and injury claims for self-employed businesses, available as a direct online purchase without advice.
• orvXL (Ongevallenverzekering / Accident Insurance) Accident insurance (ORV) that provides coverage for accident-related financial consequences for self-employed professionals, available through a direct online purchase channel.
• Nabestaandenverzekering (Survivor Insurance) Survivor (bereavement) insurance that provides lump-sum or periodic payouts to surviving dependents of self-employed professionals, distributed through Kendall Mason's advisory and online channels.
• Rechtsbijstandverzekering (RBV / Legal Aid Insurance) Legal aid insurance (RBV) that covers legal assistance costs for self-employed professionals, listed on the Kendall Mason website as part of its insurance portfolio.
• Zakelijke reisverzekering / Workationverzekering (Business Travel Insurance) Business travel and workation insurance covering self-employed professionals during work-related travel and remote working abroad.
• Zakelijke spullenverzekering (Business Property Insurance) Business property insurance for self-employed professionals covering business assets such as equipment, tools, and inventory.
• Golfverzekering.nl (Golf Insurance) Specialized golf insurance covering equipment and golfing-related risks for enthusiasts and professionals, owned and operated by Kendall Mason as a niche product.
• KM Hypotheken (Mortgage Advisory Service) Mortgage information and advisory service supporting self-employed customers with specialized mortgage guidance through the KM Hypotheken portal.
• ZelfPro (Freelance BV Compliance Solutions) Solutions for self-employed professionals operating through SFZ-supported freelance BV structures, addressing employment classification risks and freelancer compliance issues.
• Collectieve Arrangementen (Collective Insurance Arrangements) Collective insurance framework arrangements between Kendall Mason and professional associations such as NOBCO, Noloc, ICF, NVP, NMv, RB, LVV, and LVSC, providing members with preferential rates and dedicated administration on AOV, BAV, and related covers.

Quantifiable outcome

• Up to 40% discount on BAV premiums through collective arrangements
• +4 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

21 partnerships are on record, tiered core and minor.

• ABvC (Algemene Beroepsvereniging voor Counselling)coreChannel Partner/ Reseller/ DistributorPartnership with ABvC provides members access to collective AOV and BAV arrangements. ABvC is the general professional association for counselors, established in 1997, focused on professionalizing the counseling profession.
• Nederlandse orde van beroepscoaches (NOBCO)coreChannel Partner/ Reseller/ DistributorOver 460 NOBCO-coaches actively use their collective insurance arrangements. NOBCO is the primary contact point for coaching in the Netherlands, serving both coaches seeking professionalization and those looking for professional coaches.
• Nederlandse Orde van Beroepstrainers (NOBTRA)coreChannel Partner/ Reseller/ DistributorNOBTRA members receive preferential rates on professional and general liability insurance through the collective arrangement. NOBTRA is the professional organization for trainers in the Netherlands.
• International Coaching Federation (ICF)coreChannel Partner/ Reseller/ DistributorICF Netherlands partners with Kendall Mason to provide members with insurance packages including general and professional liability coverage. ICF is the largest international professional association for coaching.
• NVP (Netwerk voor Interim HR-Professionals)coreChannel Partner/ Reseller/ DistributorNVP Section Zelfstandigen offers members access to collective professional and business liability insurance through Kendall Mason. Example: BAV premium of €186.48 for members up to €200,000 turnover.
• LVV (Landelijke Vereniging van Vertrouwenspersonen)coreChannel Partner/ Reseller/ DistributorLVV members receive up to 55% savings on professional liability insurance through the collective arrangement. LVV is the professional association for certified confidential advisors.
• LVSC (Landelijke Vereniging Supervisie en Coaching)coreChannel Partner/ Reseller/ DistributorLVSC, a professional association for coaches and supervisors, offers members access to collective income continuity and professional liability arrangements through Kendall Mason.
• Register Belasting Adviseurs (RB)coreChannel Partner/ Reseller/ DistributorRegister Belastingadviseurs (RB) members benefit from attractive insurance arrangements through Kendall Mason. RB is the professional association for tax advisors with over 7,500 members.
• Nederlandse Mediatorsvereniging (NMv)coreChannel Partner/ Reseller/ DistributorNMv members receive good and comprehensive coverage at attractive premiums through the collective arrangement. NMv is the largest professional association for mediators in the Netherlands.
• NoloccoreChannel Partner/ Reseller/ DistributorNoloc, the professional association for career professionals and job coaches, offers members collective professional and business liability insurance through Kendall Mason.
• ZZP ServicedeskcoreChannel Partner/ Reseller/ DistributorZZP Servicedesk, the platform for entrepreneurial self-employed, partners with Kendall Mason to provide members with special arrangements for income protection and professional liability insurance.
• Next Level FreelancingcoreChannel Partner/ Reseller/ DistributorNext Level Freelancers receive arrangement discounts from insurers when signed up through the partnership. The platform helps freelancers transition from employment to self-employment.
• Masters netwerkcoreChannel Partner/ Reseller/ DistributorMasters netwerk members benefit from attractive insurance arrangements due to collective purchasing power. The network consists of independent administration and accounting firms.
• Dutch Training ProfessionalsminorChannel Partner/ Reseller/ DistributorLong-term partnership with Dutch Training Professionals, a matching platform for trainers and organizations.
• De Nederlandse Vereniging voor Transactionele Analyse (NVTA)minorChannel Partner/ Reseller/ DistributorNVTA members receive professional and general liability insurance through the collective arrangement with extra discounts from insurers.
• Verenigde maakindustrie oost (VMO)minorChannel Partner/ Reseller/ DistributorVMO represents companies in East Netherlands and offers members attractive insurance arrangements including income continuity, directors liability, and employer insurance.
• Zelfstandige Ondernemers uit Lombok & Omgeving (ZOLO)minorChannel Partner/ Reseller/ DistributorZOLO, a network for self-employed entrepreneurs in Utrecht, partners with Kendall Mason to provide members with the best insurance at favorable rates.
• ZZP netwerk NederlandminorChannel Partner/ Reseller/ DistributorPartnership with ZZP netwerk Nederland for collective insurance arrangements for members.
• ZZP CentrumminorChannel Partner/ Reseller/ DistributorPartnership with ZZP Centrum for collective insurance arrangements for members.
• BitterBallenBorrel (BeUnited)minorChannel Partner/ Reseller/ DistributorBeUnited, organizer of the BitterBallenBorrel networking events, partnered with Kendall Mason to provide participants with attractive income and business continuity insurance arrangements.
• NBBUminorChannel Partner/ Reseller/ DistributorPartnership with NBBU for collective insurance arrangements for members.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Pricewise: Dutch price-comparison and intermediary platform for insurance and financial products — comparable as a Dutch insurance intermediary channel, though operating primarily through comparison content rather than collective association arrangements.
• Independer: Dutch insurance and financial-services comparison platform that helps consumers compare and switch policies — comparable as a Dutch online insurance intermediary funnel competing for the same self-employed digital buyer, though without Kendall Mason's association partnership moat.
• Besured: Dutch digital-first insurance broker offering direct online policies — comparable as a digital self-service insurance intermediary in the Netherlands targeting individual consumers and self-employed buyers, with a similar lean, online distribution model.

Broad incumbents

• Aon Netherlands: Large global insurance and risk-management broker with a substantial Dutch practice serving SMEs, professionals and corporate clients — comparable as a multi-line insurance intermediary operating in the Netherlands, though at far larger scale and broader scope than Kendall Mason.
• Marsh Netherlands: Global insurance broker operating in the Netherlands with strong presence in professional liability and commercial lines — comparable insurance-brokerage business model and Dutch-market focus, but oriented toward larger corporate clients rather than self-employed professionals.
• Nationale-Nederlanden: One of the largest Dutch insurance and asset-management groups offering disability, liability and life products — overlaps with Kendall Mason's product portfolio and competes for the Dutch self-employed professional segment at much larger scale.
• Univé: Dutch insurance cooperative offering income protection, liability and household coverage to individuals and SMEs — comparable multi-line Dutch insurer-intermediary with overlapping products (AOV, AVB, ongevallen) competing for the same self-employed segment.

Direct peers

• OHRA: Direct-to-consumer Dutch insurance provider explicitly named as a former AOV provider for Kendall Mason switchers — comparable as a competitor in the Dutch disability-insurance market for self-employed professionals, with a direct (no-advisor) model that competes with aovXLDirect.
• Tulp Verzekeringen: Dutch independent insurance intermediary offering AOV, professional liability and commercial policies to SMEs and self-employed professionals — closely comparable niche-specialist broker operating in the same Dutch market with overlapping product set.
• De Amersfoortse: Dutch insurer specifically referenced by Kendall Mason customers as their previous AOV provider — directly comparable in the Dutch disability-insurance market for self-employed professionals and a key underwriting partner for the aovXL platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/insuranceNL?lang=en
• Facebookfacebook.com/Kendall-Mason-346678712116859/?__tn__=%2Cd%3C-R&eid=ARBKGJIo7QcG7m6cTzsla5xXBOpWLaqZac20KoiEWW7G7iAoLN2OZT9XPCzbpmsJ__pMi9iasKm8xg5d
• LinkedInlinkedin.com/company/kendall-mason-bv

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 Kendall Mason BV