What Amerborgh does

Amerborgh International N.V. is a privately held Dutch family office founded in 2007 by Alex Mulder, the former CEO of USG People, and headquartered in Baarn, the Netherlands. Its stated mission is to create financial and social value by investing long-term in a diversified portfolio of more than 25 strategic participations spanning software, cross-media publishing, hotels, property development, HR services, art, culture, content marketing, and elderly care. The holding's economic engine is equity ownership of these operating businesses, generating returns through dividends, value appreciation, and capital gains at exit; revenue is not publicly disclosed and no management fee schedule is published.

The portfolio itself is the business. Operationally, the most technology-bearing assets are Ohpen, a hosted core-banking / fund-administration SaaS platform for financial institutions, and Adver-Online, a modular HR SaaS system for online recruitment marketing. Other participations include International Hotel Management Group (IHMG), which operates the Pillows Hotels boutique brand in the Netherlands and Belgium; Hillborgh, a project developer for commercial real estate, housing, and care villas; ProMobility, a vehicle-leasing firm focused on SMEs; MT MediaGroep, a B2B content-marketing group behind MT/Sprout and Change Inc.; Amerpodia, which programmes three Amsterdam cultural houses (De Rode Hoed, Felix Meritis, De Nieuwe Liefde); NEW Productions, holder of the Soldaat van Oranje musical rights (the longest-running musical in the Netherlands, premiered October 2010); Claris Zorggroep, a provider of dementia-care villas; About Art, an online limited-edition art platform; Moondocs and Lustr (documentary production and cultural-event organisation respectively); the former contemporary-culture venue Het HEM (closed end of summer 2024, exploring Amsterdam relocation); De Vrije Academie (adult arts education); and Streets of the World (a 195-capital-cities documentary-photography project). Ohpen is held as a minority participation; all other disclosed subsidiaries are majority-owned.

Amerborgh is governed by a five-member Executive Board: founder Alex Mulder (Chairman since the 2026 CEO transition, recipient of royal and civic honours), Edgar Mulder (CEO since 2026, board member since 2012, prior independent real-estate professional), Loes Dingemans (COO since 2026, former CEO of Pillows Hotels), Marijn van der Wal (CFO since July 2021, prior finance leadership at iBOOD and Big-4 audit at KPMG and Deloitte), and Suzan Kleijn (Chief Creative Officer, on the board since 2007, ex-USG People Corporate Director of Corporate Identity). The holding does not publish pricing or product rate cards, and its go-to-market is relationship-driven, operating in the Netherlands and Belgium with the 2026 leadership refresh pointing to internal succession rather than near-term expansion.

Name

Amerborgh

Legal name

Amerborgh International N.V.

Website

https://amerborgh.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Amerborgh International N.V. is a privately held Dutch family office founded in 2007 by Alex Mulder, holding more than 25 participations across software, hospitality, real estate, HR services, media, art, culture, and elderly care, with operations primarily in the Netherlands and Belgium.

Ownership category

akta.pro rank

Product category

Family Office Investment Holding

NAICS

Offices of Other Holding Companies (551112), Other Financial Vehicles (525990)

SIC

Investment Advice (6282)

akta.pro primary industry

Family Office Investment Platforms & Direct Investing (PE/VC/Co-Invest) (FSAAADAH)

akta.pro secondary industry

Family Office Services (Single & Multi-Family Office) (FSABADAF)

Keywords

• Family office management
• Investment holding company
• Portfolio management services
• Private equity investments
• Asset management holding

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Dividends and value creation from portfolio participations: As a family office / beheersmaatschappij, Amerborgh's primary economic engine is long-term equity ownership of more than 25 companies and participations, generating returns through dividends, value appreciation, and (where relevant) capital gains upon exit. Revenue mix is not publicly disclosed.
2. Hospitality revenue (Pillows Hotels / IHMG): Portfolio company International Hotel Management Group B.V. operates the Pillows Hotels boutique hotel concept across the Netherlands and Belgium, generating recurring hospitality revenue (lodging, F&B via Inter Scaldes and Panotto, etc.).
3. Subscription / hosted software revenue (Ohpen): Portfolio company Ohpen provides a fully integrated, hosted SaaS-style software solution to financial institutions for managing investment funds and savings administration.
4. Subscription / licensing revenue (Adver-Online HR SaaS): Portfolio company Adver-Online sells modular HR SaaS solutions for online recruitment marketing.
5. Real estate / property development revenue (Hillborgh): Portfolio company Hillborgh develops commercial real estate, housing, and care villa projects, generating development and sales/lease revenue.
6. Leasing revenue (ProMobility): Portfolio company ProMobility provides bespoke vehicle leasing solutions for SMEs, generating recurring lease payments.
7. Box office / theatrical rights revenue (NEW Productions / Soldaat van Oranje): Portfolio company NEW Productions holds rights and participations in theatrical productions including the long-running musical Soldaat van Oranje (premiered October 2010, longest-running musical in the Netherlands).
8. Media / advertising / content marketing revenue (MT MediaGroep): Portfolio company MT MediaGroep operates B2B media brands MT/Sprout and Change Inc., generating revenue from content marketing, communities, and events.
9. Residential care services revenue (Claris Zorggroep): Portfolio company Claris Zorggroep operates care villas for elderly people with dementia, generating revenue from residential care services.
10. Art sales revenue (About Art): Portfolio company About Art sells limited-edition works of art online and from its depot.

Pricing tiers

Go-to-market motion1 record

Core offering

Amerborgh International N.V. is a Dutch family office that invests in and acquires equity stakes in operating companies across software, cross-media, hospitality, real estate development, HR services, vehicle leasing, elderly care, art commerce, theatrical production, and cultural venues. Since 2007 it has assembled a portfolio of more than 25 companies and participations, providing long-term capital, strategic direction through a unified executive board, and shared identity resources across the group. The holding itself does not sell a single product; its "offering" is the disciplined, long-horizon equity-ownership platform that supports the operating subsidiaries.

Product overview

Amerborgh International N.V. is a Dutch family office founded by Alex Mulder in 2007 that operates as a holding company rather than a single unified software product. It holds participations in more than 25 companies organised across a diversified portfolio spanning asset management, cloud banking, cross-media publishing, real estate development, hospitality, HR services, elderly care, car leasing, art commerce, cultural venues, musicals, documentaries, content marketing, and software for financial institutions. The portfolio unites discrete operating brands — including Ohpen (hosted banking software for financial institutions), Adver-Online (modular HR SaaS for recruitment), IHMG / Pillows Hotels (boutique hospitality), Hillborgh (project development), ProMobility (vehicle leasing), Amerpodia (which programmes cultural houses De Rode Hoed, Felix Meritis and De Nieuwe Liefde), NEW Productions (the Soldaat van Oranje musical), Het HEM (a former contemporary-culture venue, closed 2024), Lustr (cultural events), Moondocs (documentary production), MT/Sprout and Change Inc. (B2B content marketing), About Art (online art sales), Streets of the World (documentary photography), Claris Zorggroep (residential care for elderly with dementia), and the Vrije Academie (art and culture adult education). Together these participations form Amerborgh's long-term investment platform, with the executive board providing unified strategic direction across the group.

Differentiator

Problem solved

Functional benefit

Brands

• About Art: Online and depot-based limited-edition art sales platform with My Gallery function and About Art app.
• Adver-Online
• Amerpodia
• Claris Zorggroep
• Het HEM
• Hillborgh
• Pillows Hotels
• Lustr
• Moondocs
• MT/Sprout
• Change Inc.
• Soldaat van Oranje
• TheaterHangaar
• Ohpen
• ProMobility
• De Vrije Academie
• Art Zoo
• Streets of the World

Products and services

• Ohpen Fully integrated, innovative, hosted software solution that enables financial institutions to optimally manage their investment funds and savings administration without managing ICT or software development in-house.
• Adver-Online Independent HR media agency providing a modular HR SaaS system that manages the full recruitment lifecycle (inflow, throughflow and outflow) from a single platform, with tailored solutions for online recruitment marketing.
• International Hotel Management Group / Pillows Hotels Netherlands-based hotel operator running the Pillows Hotels boutique hotel concept in distinctive properties across the Netherlands and Belgium; encompasses related hospitality brands Inter Scaldes, Panotto and Fables and Feathers.
• Hillborgh Project development firm based in Wassenaar that develops concept-led real estate projects spanning commercial real estate, residential housing and care villas.
• ProMobility Local car leasing company providing bespoke, individually tailored leasing solutions focused on small and medium-sized enterprises, with an emphasis on flexibility and customisation.
• Claris Zorggroep Provider of care villas offering residential, experience-oriented care for elderly people with dementia, with emphasis on personal attention and a welcoming environment for residents and their families.
• About Art Online and depot-based art sales platform selling works in limited editions from established and emerging artists; includes a custom-developed My Gallery function and a dedicated About Art app to help customers select artworks.
• MT MediaGroep (MT/Sprout and Change Inc.) B2B content marketing company behind the media brands MT/Sprout (a platform for next-generation business and leadership) and Change Inc. (a platform accelerating the sustainable transition); inspires leaders with relevant content and connects them through communities and events.
• NEW Productions / Soldaat van Oranje Holds the rights and participations for theatrical productions, most notably the musical Soldaat van Oranje (Soldier of Orange), which premiered in October 2010 and is the longest-running musical in the Netherlands; also encompasses the TheaterHangaar and Hangaar2 venues.
• Amerpodia Operating company that connects, programmes and facilitates three cultural houses in the heart of Amsterdam: De Rode Hoed, Felix Meritis and De Nieuwe Liefde, each maintaining its own identity while collectively contributing to Amsterdam's cultural and social life.
• Lustr Organiser, producer, promoter and developer of festivals, cultural events and programmes designed to surprise and engage a broad and accessible audience.
• Moondocs Production company developing and producing documentaries, art-house films, commissioned films, art films and television series with a focus on cultural and social engagement, quality and diversity.
• Streets of the World Photojournalist Jeroen Swolfs' project portraying street life in all 195 capital cities of the world, with the collection exhibited and presented as a large-scale documentary photography body of work.
• De Vrije Academie National cultural institute providing adult education in art and culture, with a curriculum centred on art history and expanded to include philosophy, history, music history, photography and architecture; includes the Art Zoo sub-brand.
• Het HEM (former contemporary-culture venue) Former contemporary culture venue housed in a former munitions factory on the Hembrugterrein in Zaandam; opened in 2019 and closed at the end of summer 2024, with the organisation exploring relocation options in Amsterdam.

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Paragon GmbH: German family-controlled holding company operating a portfolio of automotive, electronics and real-estate businesses; comparable as a privately-held, family-run industrial/services holding similar in scale and ethos to Amerborgh.
• Exor N.V. Dutch-incorporated, Agnelli-family-controlled holding company owning controlling stakes in Ferrari, Stellantis, Juventus and other operating assets; comparable as a large private family-controlled holding built around a single family and long-duration capital.
• Bestseller A/S: Danish privately-held, family-owned fashion group owning brands such as Jack & Jones, Vero Moda and Only; comparable as a privately-held, founder/family-controlled parent over a diversified portfolio of operating brands across multiple consumer verticals.
• Wendel SE: French listed industrial holding company controlled by the Wendel family, with a diversified portfolio of operating companies across professional services, industry and healthcare; comparable as a long-duration family-controlled holding with a continental European footprint.
• HAL Trust: Dutch listed family-controlled holding company (HAL Holding / HAL Trust) that owns a diversified portfolio of operating companies and minority stakes; mirrors Amerborgh's family-office holding structure with a Dutch/Benelux orientation and long-term investment horizon.
• Investor AB: Swedish listed investment company controlled by the Wallenberg family, holding diversified listed and unlisted operating companies across sectors; comparable as a multi-generational family-controlled holding with a long-term capital allocation approach.
• Sofina S.A. Belgian family-controlled investment holding with a mix of minority growth equity and direct participations across consumer, digital and sustainable sectors; comparable as a Benelux-rooted, founder-family-led diversified holding.

Emerging players

• Indutrade AB: Swedish listed industrial holding that acquires and develops a large number of small/medium operating subsidiaries; comparable as a decentralised holding-of-companies model, though publicly listed and industrial-tech focused rather than culture/hospitality.

Broad incumbents

• Naspers / Prosus: South African-rooted, Amsterdam-listed internet/tech holding that grew from a South African media business into a global tech investor; comparable only in the very broad sense as a listed holding built around entrepreneurial family origins and long-duration capital.
• Kinnevik AB: Swedish family-influenced investment company with a diversified portfolio across consumer internet, fintech and healthcare; broadly comparable as a family-rooted holding company, though listed and more tech-focused than Amerborgh.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

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

Frequently asked questions about Amerborgh