What Kinderopvang Morgen does

Kinderopvang Morgen is a non-profit social childcare organization headquartered in Rijswijk, Netherlands, that has operated continuously since 1968/1969 (sources conflict on the exact founding year). It runs an integrated portfolio of 8–9 locally branded childcare services across 42–43 physical locations serving four municipalities in the greater The Hague region: Den Haag-Ypenburg, Rijswijk, Delft, and Westland-Wateringen. The organization serves 3,192 children and employs between 442 and 500+ staff depending on the source, making it one of the larger regional childcare providers in the Zuidvleugel area.

The organization's offering spans daycare (kinderdagverblijf), after-school care (buitenschoolse opvang/BSO), and integrated child centers (IKCs) developed in partnership with regional school boards including Octant, Librijn, Lucas Onderwijs, and SCO Delft. It is licensed and inspected by the Dutch GGD (public health authority) and affiliated with BMK, the national sector association for social childcare. The organization also operates the Morgen Academie, a training and development program that has expanded to serve external organizations beyond its own staff. The model differentiates primarily through its IKC concept, multi-decade local presence across multiple brands, and its internal training infrastructure.

Revenue mechanics are typical of Dutch social childcare: parental contributions are partially offset by the government childcare allowance (kinderopvangtoeslag), with rate structures largely set nationally. As a non-profit, surplus is reinvested into service quality and staff development rather than distributed. The organization is currently undergoing a leadership transition: Daniëlle Baas was appointed as CEO in January 2025, succeeding Tineke Onink after 19 years at the helm. Revenue is not publicly disclosed, but employee and child counts imply an operating budget in the tens of millions of euros.

Name

Kinderopvang Morgen

Legal name

Kinderopvang Morgen

Website

https://kinderopvangmorgen.nl

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

101–250 employees

Short description

Kinderopvang Morgen is a Dutch non-profit social childcare organization headquartered in Rijswijk, operating 8–9 brands across 42–43 locations in the greater The Hague region, serving 3,192 children with daycare, after-school care, and integrated child centers.

Ownership category

akta.pro rank

Headquarters

HQ city

Rijswijk

HQ country

Netherlands

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others

Revenue model

1. Childcare fees: Morgen operates as a non-profit (maatschappelijke) childcare organization. All revenues are reinvested into childcare services. Parent fees for daycare, toddler care, and out-of-school care form the primary revenue stream, supplemented by government subsidies and municipal collaborations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Kinderopvang Morgen operates as a non-profit umbrella organization providing childcare services across multiple brands in the Netherlands, including daycare (kinderdagverblijf), toddler care (peuteropvang), out-of-school care (buitenschoolse opvang), and integrated child centers (kindcentra). The organization serves children aged 0-13 through facilities across Gelderland and Overijssel regions, operating under brands such as Kiekendief, De Basis, De Groene Kikker, 't Hummeltje, and De Rakkertjes.

Product overview

Kinderopvang Morgen is a non-profit umbrella organization operating a multi-brand childcare portfolio across Den Haag-Ypenburg, Rijswijk, Delft and Westland-Wateringen. The organization consists of 9 brands with approximately 40-43 locations serving nearly 3,192 children with 442 employees. The portfolio includes four core childcare brands (Blauwkapje, True Colors, EigenWijs, Up) offering daycare and out-of-school care; five integrated child centers (Kindcentrum Fontein, Max Havelaar Kindcentrum, Kindcentrum Snijders, Kindcentrum BuitenRijck, IKC De Eglantier) that combine childcare with primary education; and two additional initiatives (Sport4Kids for sports activities and Morgen Academie for internal training). All brands share a single pedagogical vision focused on child development through play-based learning and the 12 themes of Healthy Childcare (Gezonde Kinderopvang).

Differentiator

Problem solved

Functional benefit

Brands

• Blauwkapje: Kinderdagverblijf (nursery/daycare) midden in de landgoederenzone in Rijswijk, met focus op buiten zijn, natuur en dieren (konijnen, kippen).
• True Colors Childcare
• Kinderopvang EigenWijs
• Up Kinderopvang
• Kindcentrum Fontein
• Max Havelaar Kindcentrum
• Kindcentrum Snijders
• Kindcentrum BuitenRijck
• IKC De Eglantier
• Sport4Kids
• Morgen Academie

Products and services

• Kinderdagverblijf (Daycare) Full-day daycare services for infants and toddlers aged 0-4 years, providing structured care, early childhood education, and developmental support in a safe environment for working and non-working parents.
• Peuteropvang (Toddler Care) Part-time preschool-style care and educational program for toddlers aged 2-4 years, focused on school readiness, socialization, and developmental activities.
• Buitenschoolse opvang (Out-of-School Care) Before and after-school care services for primary school children aged 4-13 years, including supervised homework time, recreational activities, and holiday care.
• Kindcentra (Integrated Child Centers) Integrated centers that combine daycare, preschool, and out-of-school care under one roof with continuous pedagogical support and seamless transitions between age groups.
• Morgen Academie Internal training and professional development academy for childcare staff, providing pedagogical training, professionalization courses, and skills development programs.

Quantifiable outcome

• 3192 children enrolled across the organization
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

21 partnerships are on record, tiered core and minor.

• Branchevereniging Maatschappelijke Kinderopvang (BMK)coreStrategic or Co-development PartnerMorgen is a member of the social childcare branch organization. As a member of the national board, the director has broad overview of national developments contributing to proactive policy in the region. Profits are channeled back into childcare and childcare remains available in areas where it may not be profitable but children need it.
• Kopgroep Kinderopvang / PACT voor kindcentracoreStrategic or Co-development PartnerPACT for child centers advocates for good facilities for children 0-13 years, where cooperation between education, youth care, childcare and municipalities is crucial and in the interest of children.
• Vereniging Netwerk KindercentracoreStrategic or Co-development PartnerCollaborating on the new world of childcare and education; a promising world with equal opportunities for every child, an uninterrupted development line from 0-13 years.
• Gemeente Den Haag - Ambtelijk kinderopvang platformcoreStrategic or Co-development PartnerMunicipal platform for childcare coordination and policy in The Hague.
• Gemeente RijswijkcoreStrategic or Co-development PartnerMunicipal collaborations including Rijswijk Inclusie initiative for a socially connected Rijswijk, pre-school education consultations, and youth and education working group.
• Gemeente Delft - Platform OnderwijsachterstandenbeleidminorStrategic or Co-development PartnerPlatform for educational disadvantage policy in Delft municipality.
• ROC Mondriaan - Raad van AdviescoreStrategic or Co-development PartnerAdvisory board with business representatives for insight into labor market developments and professional expertise of future personnel. Joint development of training programs for Community School Employee and IKC Employee that received national follow-up.
• Lucas Onderwijs (for KC BuitenRijck and KC Snijders)coreStrategic or Co-development PartnerCollaboration for integral child centers where childcare and education work together in single teams.
• Stichting Christelijk Onderwijs Delft en omstreken (SCO Delft) - Max Havelaar KindcentrumcoreStrategic or Co-development PartnerCollaboration for Max Havelaar Kindcentrum combining childcare, out-of-school care, and primary education.
• Librijn Openbaar Onderwijs - IKC De EglantiercoreStrategic or Co-development PartnerCollaboration for IKC De Eglantier offering total package of education, childcare, upbringing and development for children 0-12.
• Octant - Kindcentrum FonteincoreStrategic or Co-development PartnerCollaboration between Octant and Kinderopvang Morgen for Kindcentrum Fontein, a place for children 2-13 years combining education and childcare.
• Healthcare providers (zorgaanbieders)coreStrategic or Co-development PartnerTogether with healthcare providers, Morgen makes childcare possible where all children receive the support they require. Collaboration for early detection of problems and tailored childcare support.
• GGD (Municipal Health Service)coreOthersGGD inspects Morgen locations on behalf of municipalities to ensure compliance with national quality requirements. All inspection reports are publicly available.
• Centrum voor Jeugd en Gezin (CJG)minorStrategic or Co-development PartnerCollaboration for youth and family support services in the municipality.
• Speeluinvereniging BuveliominorStrategic or Co-development PartnerLocal playground association partner in Rijswijk.
• Sport Haaglanden BeweegtminorStrategic or Co-development PartnerSports and movement initiative in The Hague region.
• De OntdekkersminorStrategic or Co-development PartnerPartner organization in The Hague-Ypenburg area.
• Welzijn RijswijkminorStrategic or Co-development PartnerSocial welfare organization in Rijswijk municipality.
• COA (Centraal Orgaan opvang Asielzoekers)minorStrategic or Co-development PartnerCentral Agency for Reception of Asylum Seekers - collaboration for playgroup at asylum seekers' centre for children aged 2-4.
• Stichting VrolijkheidminorStrategic or Co-development PartnerArt Projects in Dutch Refugee Centres - collaboration for activities at asylum seekers' centre.
• International School DelftminorStrategic or Co-development PartnerTrue Colors Delft is located on the campus of TU Delft near the International School Delft.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kind & Co (Kinderopvang): Kind & Co is a Dutch social childcare non-profit operating daycare, BSO and integrated child centers. Comparable to Morgen in non-profit identity, regional multi-location operating model and reliance on municipal partnerships and government subsidies.
• Humankind: Humankind is a Dutch social childcare and youth services organization operating daycare, BSO and integrated child centers across multiple regions. Comparable to Morgen as a non-profit umbrella with a strong pedagogical vision and municipal partnerships.
• KinderRijk: KinderRijk is a Dutch non-profit childcare organization based in Amsterdam providing daycare, preschool and out-of-school care. Comparable to Morgen in non-profit status, integrated child center offerings and partnership with primary schools.
• Kibeo: Kibeo is a regional Dutch childcare non-profit providing daycare, toddler care and out-of-school care, with a comparable multi-location operating model and similar reliance on municipal and government subsidy structures.
• Forte Kinderopvang: Forte Kinderopvang operates daycare, toddler care and BSO locations across the Netherlands with a social, non-profit orientation. Directly comparable to Morgen in service mix, target audience (children 0-13) and non-profit positioning.
• Partou: Partou is a major Dutch non-profit childcare organization operating many daycare, toddler care and BSO locations nationwide. It is the closest large-scale peer to Kinderopvang Morgen given its non-profit, multi-brand structure and similar service offering across the Netherlands.

Broad incumbents

• Busy Bees Childcare: Busy Bees is a large UK-headquartered childcare chain offering daycare, preschool and nursery care. Comparable to Morgen as a multi-site operator with central pedagogical frameworks, though operating under a for-profit model and different regulatory regime.
• Bright Horizons Family Solutions: Bright Horizons is the world's largest for-profit provider of childcare and early education, operating employer-sponsored centers globally. It is a broad incumbent illustrating the larger scale non-Dutch childcare operators have achieved and a reference point for organizational growth potential.

Regional players

• Stichting Kinderopvang Den Haag (SKDH): SKDH is a The Hague-based social childcare organization with locations across the same metropolitan area as Morgen. It is a regional direct peer competing for parents and municipal partnerships in Den Haag.
• SKDC Stichting Kinderdagverblijven Delft: SKDC is a Delft-based social childcare non-profit offering daycare and BSO in the same municipality as Morgen's Delft locations. Geographic overlap makes it a direct regional competitor for municipal contracts and parent enrollments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• LinkedInlinkedin.com/company/kinderopvang-morgen
• Facebookfacebook.com/KinderopvangMorgen

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kinderopvang Morgen