Van Loon
Van Loon is a privately held Dutch financial advisory firm founded in 1938, offering insurance, mortgage, pension, and banking advice to private individuals and SMEs through 12 branches across the Netherlands under multiple sub-brands.
- Company typePrivate
- Founded1938
- HeadquartersDordrecht, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Van Loon does
Van Loon is a privately held Dutch financial advisory firm headquartered in Dordrecht, Netherlands, founded in 1938 by Piet van Loon. The firm provides advisory services for insurance, mortgages, pensions, and banking to both private individuals and small and medium enterprises, operating through 12 physical branch locations across the Netherlands under multiple brands including Van Loon, Blauw & Florijn, Floris'Hand, and Hoogenraad & Van Loon, supported by a team of more than 100 professionals. Family ownership is indicated by Marcel van Loon's role as General Manager.
The firm's service portfolio spans insurance advisory (travel, car, life, funeral, cyber, and business insurance), mortgage advisory and calculation, pension planning, and banking services delivered through a partnership with RegioBank. Van Loon also operates Van Loon Volmacht, a wholly-owned service-providing company authorized to underwrite and manage insurance on behalf of several insurers independently, enabling faster policy and claims handling. Technology infrastructure is limited to customer-facing portals (Mijn Hypotheek, De Klantmap); no proprietary AI, ML, or platform technology is disclosed.
Van Loon earns revenue primarily through fee-based advisory engagements (mortgage advice priced at €1,995–€3,995) and commission-based revenue from insurance products underwritten via Van Loon Volmacht. The firm acquires customers through a combination of digital channels (website, newsletter, social media), local events, and walk-in branch consultations, and uses free mortgage calculations (normally €300) as a lead-generation tool. The firm has pursued growth through acquisition, most notably adding Blauw & Florijn in April 2022.
Van Loon firmographics
Firmographics- Name
- Van Loon
- Legal name
- Van Loon
- Website
- https://van-loon.nl
- Company type
- Private
- Founded year
- 1938
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Van Loon is a privately held Dutch financial advisory firm founded in 1938, offering insurance, mortgage, pension, and banking advice to private individuals and SMEs through 12 branches across the Netherlands under multiple sub-brands.
- Ownership category
- akta.pro rank
Van Loon industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940), Pension Funds (525110)
- SIC
- Investment Advice (6282), Life Insurance (6311), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
Keywords
Where Van Loon is headquartered
LocationHeadquarters
- HQ city
- Dordrecht
- HQ country
- Netherlands
- HQ region
- Europe
Offices11 records
Markets served
Van Loon business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Financial Advisory Services: Fee-based financial advisory for insurance, mortgages, and pensions. Free initial mortgage calculations provided as customer acquisition tool. Commission-based revenue from insurance products underwritten through Van Loon Volmacht.
- Insurance Underwriting: Van Loon Volmacht (service providing company) has authority to underwrite and manage insurance on behalf of several insurers, handling policy applications and claims independently.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | One time | Free mortgage calculation - normally costs €300 |
| Other | One time | Mortgage advice fees |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Van Loon product offering
Product offeringCore offering
Van Loon provides independent financial advisory services covering insurance (life, car, travel, funeral, cyber, absenteeism, and business liability), mortgages (advice, calculation, refinancing, and National Mortgage Guarantee / NHG), pensions (individual and employer schemes), and banking (savings, current accounts, and wealth accumulation distributed through the RegioBank partnership). Advisory is delivered by 100+ professionals across 12 physical branches in the Netherlands, supplemented by online portals for ongoing document and mortgage management.
Product overview
Van Loon is an independent financial advisory firm with 12 branches operating under three sub-brands: Van Loon, Blauw & Florijn, and Floris'Hand (including Hoogenraad & Van Loon). The company offers a comprehensive suite of financial services organized into four core product categories: Insurance (verzekeringen) covering personal and business risks including travel, life, funeral, cyber, and absenteeism insurance; Mortgages (hypotheken) including calculation, advisory, and refinancing services; Pensions (pensioenen) for individuals and employers; and Banking (bankzaken) through a RegioBank partnership. Additional services include proprietary service-providing company Van Loon Volmacht for underwriting and claims handling, online customer portals (Mijn Hypotheek and De Klantmap), and a partnership with Begrip Mediation for divorce-related financial advice. The company serves both private individuals and SMEs across the Netherlands.
Differentiator
Problem solved
Functional benefit
Products and services
- Insurance Advisory (Verzekeringen) Independent advisory on insurance products for private individuals and businesses, including travel, car, life (overlijdensrisicoverzekering), funeral, cyber, absenteeism, and business liability insurance. For private individuals and SMEs in the Netherlands.
- Mortgage Advisory (Hypotheken) Mortgage advice, calculation, refinancing, and National Mortgage Guarantee (NHG) advisory, with comparison across all Dutch lenders. Mortgage advice fees range from €1,995 to €3,995. For private individuals purchasing or refinancing homes in the Netherlands.
- Pension Advisory (Pensioenen) Pension advisory services for individuals and employers, including pension change notifications for employers. Pension administration is handled in partnership with Helder over Pensioen. For Dutch private individuals and employers.
- Banking Services (Bankzaken) Banking services offered through the RegioBank partnership, including savings accounts, current accounts, and wealth accumulation advice. Customers can arrange banking online or visit offices without appointment. For private individuals in the Netherlands.
- Business Insurance Services (Zakelijk) Business insurance advisory and brokerage for Dutch SMEs, including absenteeism (verzuim) insurance, cyber insurance, business liability insurance, and annual insurance reviews. For small and medium enterprises in the Netherlands.
- Van Loon Volmacht Insurance Underwriting In-house underwriting entity with authority to underwrite and manage insurance policies on behalf of several Dutch insurers, enabling independent assessment and faster handling of policy applications and claims. For Van Loon clients across insurance lines.
Quantifiable outcome
- Customer rating of 4.8 out of 5
- +1 more outcomes
Companies that use Van Loon
Customer profileSegments2 records
Ideal customer profiles2 records
Van Loon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Van Loon partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Blauw & FlorijncoreBlauw & Florijn has been part of the Van Loon Group since April 2022. This acquisition expanded the team and added specialist knowledge and experience in mortgages, insurance, and pensions for both private and business clients.
- RegioBankcoreVan Loon is an independent advisor to RegioBank, the personal bank near customers. They offer RegioBank services including checking accounts, savings accounts, and loans at their branch locations. Customers can arrange banking online or visit offices without appointment.
- BEGRIP MediationminorPartnership with BEGRIP Mediation for divorce financial advice. Since divorce is more than financial paperwork and involves emotional events, Van Loon works with BEGRIP mediators to help clients with relationship breakdowns.
- Helder over PensioenminorPension administration partner handling pension mutations for employers. Changes are processed by the pension department through [email protected].
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Van Loon competitors and assessment
Company assessmentDirect peers
- Nedasco: Dutch insurance intermediary providing insurance and financial advisory services to intermediaries and end-clients. Comparable as a Dutch insurance-focused intermediary with advisory and underwriting-adjacent services.
- Hypotheek Visie: Dutch mortgage advisory franchise with a national network of independent advisors offering mortgage, insurance, and financial planning services. Comparable on multi-branch Dutch advisory, product breadth, and independent intermediary positioning.
- De Hypotheker: Largest Dutch mortgage advisory chain with physical branches nationwide, offering mortgage advice and comparison across lenders. Directly comparable to Van Loon's mortgage advisory business and Dutch regional branch model.
Broad incumbents
- Centraal Beheer (Achmea): Achmea-owned Dutch insurance and financial services brand serving consumers and SMEs. Comparable product breadth (insurance, mortgages, banking) but operates as a captive insurer rather than independent advisor.
- Nationale-Nederlanden: NN Group's Dutch retail brand offering insurance, pensions, and investment products. Comparable as a Dutch provider of insurance and pension products overlapping with Van Loon's core advisory categories.
- A.S.R. Nederland: Major Dutch insurance and asset management group offering life, non-life, and pension products. Comparable as a Dutch insurance/wealth player but operates as a vertically integrated carrier rather than an independent intermediary.
- ING Nederland: Largest Dutch retail bank offering mortgages, insurance, and pension products alongside advisory services. Comparable product portfolio (banking, mortgages, insurance) but competes as a tied distribution channel rather than an independent intermediary.
Emerging players
- Independer: Dutch comparison and advisory platform for insurance, mortgages, and financial products. Comparable on Dutch consumer financial advice across insurance and mortgages, but competes via digital self-service rather than branch-based advisory.
- Pricewise: Dutch comparison platform for insurance, energy, and financial products. Comparable in product scope (insurance, mortgages) and target customer (Dutch consumers) but with a digital-only distribution model.
Others
- RegioBank: Dutch personal bank with a network of independent advisors at physical branches; Van Loon is a RegioBank advisor. Comparable branch-based personal banking model and target customer (Dutch retail/SME), and a channel partner rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Van Loon social profiles
Digital presenceVan Loon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Van Loon leadership team
Management profileNumber of profiles
Profiles9 records
Van Loon subsidiaries and ownership
Company hierarchySubsidiaries4 records
Van Loon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Van Loon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Van Loon
What does Van Loon do?
Van Loon provides independent financial advisory services covering insurance (life, car, travel, funeral, cyber, absenteeism, and business liability), mortgages (advice, calculation, refinancing, and National Mortgage Guarantee / NHG), pensions (individual and employer schemes), and banking (savings, current accounts, and wealth accumulation distributed through the RegioBank partnership). Advisory is delivered by 100+ professionals across 12 physical branches in the Netherlands, supplemented by online portals for ongoing document and mortgage management.
Is Van Loon a public or private company?
Van Loon is a private company. It is classified as family owned and is currently operating.
When was Van Loon founded?
Van Loon was founded in 1938. It employs 11 to 50 people.
Where is Van Loon based?
Van Loon is headquartered in Dordrecht, Netherlands, in the Europe region.
How does Van Loon make money?
Two revenue lines are on record. Financial Advisory Services are the primary driver. The others are insurance Underwriting.
Who are Van Loon's main competitors?
Direct peers on record are Nedasco, Hypotheek Visie and De Hypotheker. Broad incumbents are Centraal Beheer (Achmea), Nationale-Nederlanden, A.S.R. Nederland and ING Nederland. Emerging players are Independer and Pricewise. RegioBank is listed as an others.
Does Van Loon have an API?
No public API is recorded for Van Loon.
What industry is Van Loon in?
Van Loon's product category is Financial Advisory Services. Its primary akta.pro industry code is FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.