What a.s.r. does

a.s.r. (ASR Nederland N.V.) is a major Dutch insurance group publicly listed on Euronext Amsterdam and headquartered in Utrecht, with operating history dating to 1720. The company offers a comprehensive multi-line insurance and financial services portfolio spanning personal lines (auto, home contents, home owners, liability, travel, legal expenses, accident, funeral), health insurance (basisverzekering, five supplementary tiers, five dental tiers, vision modules, collective employer plans), life insurance, pensions (employee and personal), mortgages, investments, and funeral insurance through its Ardanta sub-brand.

The product architecture is delivered through a digital-first self-service platform branded 'Ik kies zelf' (I choose myself) on asr.nl, supplemented by an independent financial advisor network — mandatory for products like ongevallenverzekering — and a B2B2C employer collective agreement channel. Supporting technology includes the a.s.r. Zorg mobile app (4.7/5 App Store rating), the Zorg voor jezelf digital health platform offering online physiotherapy and lifestyle coaching, multiple customer and business portals (account.asr.nl, werkgever.asr.nl, login.zakelijk.asr.nl), and provider-facing portals. No proprietary AI/ML or underwriting platform is described in the source material.

Revenue is generated primarily through recurring insurance premiums across the multi-line portfolio, billed monthly, quarterly, semi-annually, or annually and supplemented by investment income on float reserves. Premiums are highly distributed (typically €2.88–€185/month for core products) with bundling discounts (up to 10% voordeelpakket), no-claim discounts (up to 75% on auto), and collective employer discounts (10–15%). Customer acquisition spans individual consumers served digitally or via advisors, Dutch employers via collective health and verzuim packages, and self-employed professionals via AOV products. The 2023 acquisition of Aegon Nederland materially expanded the policyholder base and brought migrated life, pension, and mortgage books into a.s.r.

Name

a.s.r.

Legal name

a.s.r.

Website

https://asr.nl

Company type

Public

Founded year

1720

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

a.s.r. is a publicly-listed Dutch insurance group offering multi-line personal, health, life, pension, and mortgage products through a digital self-service platform, independent advisor network, and employer collective agreements. It serves Dutch consumers, employers, and self-employed professionals.

Ownership category

akta.pro rank

Product category

Multi-line Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Life Insurance Carriers (524113), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Carriers, Nec (6399), Life Insurance (6311), Accident & Health Insurance (6321), Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Universal Life (UL) Insurance (FSAIABAB)

akta.pro secondary industries

Group Term Life Insurance (FSAIAAAJ), Whole Life Insurance (FSAIABAA), Standalone Critical Illness Insurance (FSAIAKAA)

Keywords

• Multi-line insurance
• Health insurance
• Pension products
• Mortgage lending
• Property and casualty insurance

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain, Others

Revenue model

1. Insurance premiums (multi-line): a.s.r. generates revenue primarily through insurance premium income across multiple lines: personal (auto, home contents, home owners, liability, travel, legal expenses, accident, funeral, health), and business lines (pension, collective health, absence management). Premiums are predominantly recurring (subscription-based, paid monthly, quarterly, semi-annually, or annually). The company also earns investment income on float reserves.
2. Pension fund management: a.s.r. manages pension capital for individuals and corporate clients. Revenue may include administration fees, asset management fees, and product charges on pension products including lijfrente (annuity) and personal pension accounts. Contributions are recurring and investments are managed sustainably.
3. Healthcare insurance premiums: Health insurance (basisverzekering, aanvullende verzekering, tandartsverzekering) is a major revenue stream. Collected monthly via premium payments. Includes collective employer-sponsored health plans with group discounts.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

a.s.r. is a Dutch insurance group that sells multi-line personal and business insurance products — including auto, home contents and buildings, liability, legal expenses, accident, travel, basic and supplementary health, dental, life, funeral, and pension insurance — alongside mortgages and investment products, distributed primarily through its "Ik kies zelf" online self-service platform and a network of independent financial advisors. Premium income is recurring (monthly, quarterly, semi-annual or annual), supplemented by investment income on reserves and pension asset management fees.

Product overview

a.s.r. is a Dutch insurance company offering a comprehensive financial services portfolio under the 'Ik kies zelf' (I choose myself) platform for online self-service insurance products. The core offerings include motor insurance (Autoverzekering), home contents insurance (Inboedelverzekering), building/home insurance (Woonhuisverzekering), personal liability insurance (Aansprakelijkheidsverzekering), legal expenses insurance (Rechtsbijstandverzekering), accident insurance (Ongevallenverzekering), and annual travel insurance (Doorlopende reisverzekering). Health insurance products include Basisverzekering (three tiers: Bewuste Keuze, Ruime Keuze, Eigen Keuze), five supplementary insurance tiers (ZorgBasis through ZorgBest), dental insurance (five tiers from TandBewust to TandPlus), and optional modules for accident coverage and vision care. The Doorgaanverzekering combines income protection with health insurance for self-employed. Additional products include pensions (Werknemerspensioen, Persoonlijk Pensioen), mortgages, life insurance, investment products, and funeral insurance via Ardanta. The ecosystem includes a.s.r. Vitality wellness program and Zorg voor jezelf digital health platform.

Differentiator

Problem solved

Functional benefit

Brands

• Ik kies zelf: Online self-service insurance product line offering car, home, contents, liability, legal, accident, and travel insurance
• ASR Hypotheek
• a.s.r. Vitality
• Ardanta
• Zorg voor jezelf
• Doorgaan

Products and services

• Autoverzekering Ik kies zelf

Quantifiable outcome

• No-claim discount up to 75% on auto insurance
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DAScoreStrategic or Co-development Partnera.s.r. partners with DAS (Dutch legal expenses insurer) to provide legal assistance for rechtsbijstandverzekering (legal expenses insurance) customers. DAS provides legal counsel and may appoint lawyers for court proceedings. This is the core legal services partner for the legal insurance product line.
• Schadegarant and GlasgarantcoreImplementation/ SI/ Consulting Partnera.s.r. works with Schadegarant (damage guarantee network) and Glasgarant (glass guarantee network) for vehicle repair services. All repairers within these networks hold 'Erkend duurzaam' or 'GroenGedaan!' certification, supporting a.s.r.'s sustainability commitments.
• Handen in HuisminorStrategic or Co-development PartnerHanden in Huis is a care provider used by a.s.r.'s Doorgaan insurance product to deliver replacement care services when the insured is unable due to illness or accident. Part of the Doorgaanverzekering value proposition.
• Saar aan HuisminorStrategic or Co-development PartnerSaar aan Huis is a care provider partnered with a.s.r.'s Doorgaan insurance to deliver replacement care services. Part of the home care / caregiver replacement coverage under Doorgaan.
• Budgetcoach.nlminorStrategic or Co-development PartnerBudgetcoach.nl is integrated into the Doorgaan Basis health insurance product, offering budget coaching services as part of the supplementary coverage for policyholders.
• BENU (optical/health retail)minorChannel Partner/ Reseller/ DistributorBENU (pharmacy and optical chain) is partnered with a.s.r. for providing annual health checks included in aanvullende zorgverzekering packages. Also Pearle Opticiens and GrandOptical are preferred partners for the glasses/lenses modules (Bril en lenzen 100/200).
• Pearle Opticiens and GrandOpticalminorChannel Partner/ Reseller/ DistributorPearle Opticiens and GrandOptical (450 stores combined) are exclusive partners for the Bril en lenzen 100 (€100/year) and Bril en lenzen 200 (€200/year) health insurance modules. Reimbursements only apply for purchases at these chains, not online or other retailers.
• SomnoxminorStrategic or Co-development PartnerSomnox (sleep robot and coaching provider) is partnered with a.s.r. to offer sleep coaching services as part of ZorgBewust and ZorgBest aanvullende zorgverzekering plans (75% reimbursement up to €100-200/year).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Univé: Univé is a Dutch cooperative insurer offering auto, home, travel, and health insurance to individuals and SMEs. Directly competes with a.s.r.'s 'Ik kies zelf' personal lines and operates similar direct digital distribution.
• VGZ: VGZ is a major Dutch health insurer (Coöperatie VGZ) offering basisverzekering, supplementary, and dental coverage. Directly competes with a.s.r. in the regulated health insurance market where pricing and supplementary tier design drive share.
• CZ: CZ is one of the top Dutch health insurers offering basisverzekering and supplementary coverage to individuals and employer groups. Direct competitor in the same Dutch health insurance market with similar product tiering and employer collective offerings.
• Centraal Beheer (Achmea): Centraal Beheer is a Dutch direct-to-consumer insurance brand owned by Achmea, offering auto, home, travel, liability, and accident insurance online. Closely comparable to a.s.r.'s 'Ik kies zelf' digital-first personal lines strategy.
• Nationale-Nederlanden: Nationale-Nederlanden is the Dutch life, pension, and non-life insurance brand of NN Group, offering life insurance, mortgages, and investment products to Dutch consumers. Directly comparable life and pension product portfolio to a.s.r.'s Persoonlijk Pensioen and Werknemerspensioen lines.
• Menzis: Menzis is a Dutch health insurer offering basisverzekering, supplementary, and dental plans plus employer collective products. Directly competes with a.s.r.'s collective zorgverzekering and individual health tier offering.
• Vivat (a.s.r. historical peer / Athora NL): Vivat (formerly Reaal/Athora NL) is a Dutch insurance group operating under brands like Zwitserleven and Reaal, with strong position in life, pension, and P&C. Competes with a.s.r. in life, mortgage, and group pension markets.

Broad incumbents

• NN Group: NN Group is one of the largest Dutch insurance and asset management groups, offering life, health, pension, and banking products across the Netherlands and Europe. Direct Dutch-market peer with comparable multi-line personal and group insurance footprint.
• Achmea: Achmea is the largest Dutch insurance group, operating brands including Zilveren Kruis (health), Centraal Beheer, FBTO, and Interpolis. Direct Dutch-market peer across health, P&C, and life, with significant scale advantages in basisverzekering.

Others

• DAS (Legal Expenses Insurer): DAS is the Dutch legal expenses insurance specialist that partners with a.s.r. to provide jurists for the Rechtsbijstandverzekering line. Listed as a partner rather than competitor, but adjacent in the Dutch insurance value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/asr
• YouTubeyoutube.com/user/asrnedverzekeraar
• Facebookfacebook.com/asrverzekeringen
• LinkedInlinkedin.com/company/asrverzekeringen
• Instagraminstagram.com/asrverzekeringen

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments1 record

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

Frequently asked questions about a.s.r.