Apple Tree Financieel Adviseurs

What Apple Tree Financieel Adviseurs does

Apple Tree Financieel Adviseurs is the trading name of Oudedags Optimalisator B.V., a Dutch private limited company headquartered at Beethovenstraat 59-1, 1077 HN Amsterdam. The firm operates as an independent insurance intermediary (assurantie-tussenpersoon) specializing in pension and life annuity (lijfrente) advisory services for individual consumers who have vested pension or life annuity capital. It holds AFM license 12002018 and is registered with the Dutch Chamber of Commerce (KvK 34125064) and KiFiD (300.000013), and processes personal data (including BSN) under GDPR for application handling across multiple insurers and banks. Core technology and platform architecture are not publicly disclosed; products are delivered through two interconnected websites plus manual advisory support.

The company's product surface centers on Pensioenkoers.nl, a wholly-owned subsidiary comparison platform under Oudedags Optimalisator B.V. that allows users to calculate, compare, and request quotes for pension and life annuity offerings from multiple reputable Dutch insurers and banks. Linked core features include a pension calculation tool (Pensioen berekening) and a comparison service (Vergelijken van pensioenuitkering). Apple Tree's advisors then handle the full administrative process for approved applications, from quote generation through policy placement, in exchange for fees or commissions from product providers. The company claims a 95% success rate in securing higher payouts than clients' current advisors or insurers and emphasizes transparent, upfront quoting.

Commercially, Apple Tree runs a sales-led, domestic-only go-to-market targeted at a single persona — individuals receiving quotes from existing providers — acquired primarily through organic content marketing on Pensioenkoers.nl (blog, SEO, comparison tool) and direct email/phone follow-up. Pricing is quote-based rather than published; quotes show costs and scope before engagement. The firm is small (1–10 employees), privately held with no external investors disclosed, and operates exclusively within the Netherlands with no data flows outside the EEA. There is no disclosed revenue, funding, or management team beyond the contact point Michael Bieger, and no patents, awards, or AI capabilities are on record.

Name

Apple Tree Financieel Adviseurs

Legal name

Oudedags Optimalisator B.V.

Website

https://apple-tree.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Apple Tree Financieel Adviseurs is a Dutch independent insurance intermediary advising individuals on pension and life annuity (lijfrente) products, using its Pensioenkoers.nl comparison platform to source clients and placing business across multiple Dutch insurers and banks.

Ownership category

akta.pro rank

Product category

Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAEABAH

Annuity & Insurance-Based Retirement Solutions Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYFSAEABAF

Retirement Plan Participant Advice & Managed Accounts

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Wealth & Retirement Advisory

SECONDARYFSAAAAAC

Independent Broker-Dealers (Retail Network)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

SECONDARYFSAEAAAM

Fee-Based Advisory

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Investment Advisory & Financial Planning

Keywords

• Pension advisory services
• Life annuity advice
• Independent insurance intermediary
• Retirement income optimization
• Payout comparison services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Financial Advisory and Intermediation Services: Apple Tree acts as an independent insurance intermediary (assurantie-tussenpersoon) providing advisory and administrative services for pension and life annuity products. The company compares offerings from multiple insurers and banks on behalf of clients to secure the highest possible payout. Revenue appears to come from fees charged for advisory services and/or commissions from insurance providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Apple Tree Financieel Adviseurs operates as an independent insurance intermediary (onafhankelijk assurantie-tussenpersoon) that advises individuals on released pension and life annuity capital. On behalf of clients, the company compares offerings from multiple reputable insurers and banks, advises on the most favorable option, and handles the full administrative process of applying for pension or life annuity products to secure the highest possible payout.

Product overview

Apple Tree Financieel Adviseurs operates as an independent insurance intermediary specializing in pension and life annuity advisory services. The company offers a unified platform combining the Pensioenkoers.nl comparison website with professional advisory and administrative services. The core offering consists of three integrated components: the Pensioenkoers.nl comparison platform (which enables users to compare pension and annuity products from multiple insurers and banks), the pension calculation tools, and the comparative analysis service. Apple Tree acts as an intermediary that researches, advises on, and administratively processes pension and life annuity applications on behalf of clients, aiming to secure the highest possible payouts.

Differentiator

Problem solved

Functional benefit

Products and services

• Independent pension and life annuity advisory Personalized advisory service for individuals with released pension or life annuity capital. Apple Tree compares offerings from multiple insurers and banks on behalf of the client, recommends the highest-paying option, and handles the entire administrative process from application to payout. The company reports a 95% success rate in securing higher payouts than customers' existing advisors or insurers.
• Pensioenkoers.nl comparison platform Online comparison platform for released pension and life annuity capital where users can compare offerings from multiple reputable insurers and banks, calculate potential payouts, and request quotes. Operated as a sub-brand within Oudedags Optimalisator B.V. alongside Apple Tree.
• Administrative handling of pension and life annuity applications End-to-end administrative processing of approved pension or life annuity applications, including coordination with insurers and banks to finalize the payout arrangement on behalf of the client.

Quantifiable outcome

• 95% of cases result in securing a higher pension or life annuity payout compared to customers' current advisors or insurers

Segments1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Pensioenkoers.nlcoreOthersPensioenkoers.nl is a subsidiary of Apple Tree, housed within Oudedags Optimalisator B.V. It serves as the primary comparison platform where customers can compare pension and life annuity offerings from multiple insurers and banks before engaging Apple Tree's advisory services.
• Oudedags Optimalisator B.V.coreOthersOudedags Optimalisator B.V. is the parent company under which Apple Tree (trading name) and Pensioenkoers.nl operate. Apple Tree is registered as an independent insurance intermediary on the company's licenses.
• Insurance Companies and Banks (Unnamed)coreChannel Partner/ Reseller/ DistributorApple Tree works with multiple reputable insurers and banks as product providers for pension and life annuity products. The company compares offerings from these institutions on behalf of clients to find the highest payout options.

Scale indicators1 record

Recent moves4 records

Regional players

• Verivox: Verivox is a German financial and insurance comparison platform that mirrors Apple Tree's comparison-then-referral model in an adjacent European market; useful as a regional comparable for unit economics and funnel design.
• MoneySupermarket: MoneySupermarket is a UK financial product comparison platform that shares Apple Tree's comparison-and-redirect business model for retirement and insurance products, but operates in a different geography with no overlap in the Dutch market.

Broad incumbents

• Brand New Day: Brand New Day is a Dutch pension and investment provider offering its own direct products; it is comparable because it sits on the same side of the market as the insurer partners Apple Tree shops across, and increasingly competes for direct consumer annuity business.
• Nationale-Nederlanden: Nationale-Nederlanden is one of the largest Dutch life insurance and pension providers; it is comparable because it is one of the institutional product providers whose annuity quotes Apple Tree compares, and represents a potential direct competitor if it scales its own advisory channel.
• De Hypotheekshop: De Hypotheekshop is a large Dutch retail financial advisory franchise focused on mortgages and related products; it is comparable as a broader incumbent Dutch advisory network that pension customers may substitute for an independent annuity comparison.

Direct peers

• Advieskeuze.nl: Advieskeuze.nl is a Dutch marketplace for finding and comparing independent financial advisors, directly overlapping with Apple Tree's positioning as an onafhankelijk adviseur for pension and annuity decisions.
• Pricewise: Pricewise is a Dutch comparison platform for insurance, energy, and financial products including pension-related offerings, competing with Apple Tree's Pensioenkoers.nl for the same comparison-driven customer journey.
• Independer: Independer is one of the largest Dutch financial product comparison sites covering insurance, mortgages, and pensions; it competes head-on with Pensioenkoers.nl for the same self-directed Dutch customers comparing retirement products.
• Bright Pensioen: Bright Pensioen is a Dutch online pension and annuity comparison and advisory platform directly overlapping with Apple Tree's core offering of comparing pension and lijfrente payouts from multiple providers for Dutch consumers.

Emerging players

• Raisin: Raisin is a pan-European savings and deposit marketplace enabling cross-border comparison of bank products; it is comparable to Apple Tree's Pensioenkoers.nl as an emerging comparison platform for retail financial products, though focused on deposits rather than annuities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/apple-tree

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Apple Tree Financieel Adviseurs