Veldhuis Advies

What Veldhuis Advies does

Veldhuis Advies is a family-owned Dutch financial advisory firm founded in 1965 in Heerde, operating through two private limited entities — Veldhuis Advies B.V. (financial advisory covering income, mortgages, pensions, disability and life insurance) and Veldhuis Adviesgroep B.V. (commercial and personal property/casualty/funeral insurance) — plus wholly-owned occupational health subsidiary 1Voud. The firm serves approximately 20,000 private customers and 5,800 business clients across the Zwolle–Apeldoorn–Harderwijk–Kampen–Deventer corridor, with face-to-face advisory at its Heerde headquarters, the newly opened Veldhuis AdviesPunt in Apeldoorn, and dedicated phone/email channels per service line. Its product portfolio spans insurance brokerage, financial planning, mortgages, individual and collective pensions, professional and cyber liability, fleet management, absenteeism and prevention (including its MKB Verzuim ontzorgverzekering), ARBO/RI&E services, claims handling, and employee benefits, supplemented by partnerships with Geldfit (financial wellness), OAKK Vermogensbeheer (managed investments), and a.s.r. (basic AOV).

The business model combines insurance brokerage commissions (transaction fees on placed business and personal lines) with fee-based professional financial advisory services across income, wealth, mortgages, pensions, and disability coverage. Customers are segmented horizontally into Private Individuals, Entrepreneurs, Employers (the two primary segments), and Companies, with pricing quote-based rather than publicly disclosed. Underlying technology is a digital customer portal providing 24/7 policy insight and online damage reporting; no proprietary AI or ML capabilities are described. AFM-registered (12017573 and 12048363) and GDPR-compliant, the firm has been independently voted Most Customer-Oriented Financial Advisory Firm in the Netherlands (VVP Advies Awards 2023) and maintains a 9.1/10 customer satisfaction rating.

In September 2025 the firm announced a strategic combination with Amstelveen-based independent broker Meijers; AFM approval was granted in October 2025, creating a top-3 independent Dutch insurance advisory group of more than 600 employees across five offices (Heerde, Apeldoorn, Zutphen, Rotterdam, Delft, Amstelveen). Veldhuis Advies shareholders took a significant stake in the combined organization, with Thom Dijkstra appointed general director of Veldhuis Advies to lead integration while the brand is transitioned toward Meijers over time.

Name

Veldhuis Advies

Legal name

Veldhuis Adviesgroep B.V.

Website

https://veldhuisadvies.nl

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

51–100 employees

Short description

Veldhuis Advies is a Dutch family-owned financial advisory firm, founded 1965 in Heerde, serving ~20,000 private customers and 5,800 business clients across the Zwolle–Apeldoorn region with insurance brokerage, mortgages, pensions, financial planning, and occupational health services. Following its 2025 AFM-approved merger with Meijers, it now operates as part of a top-3 independent Dutch advisory group of 600+ staff.

Ownership category

akta.pro rank

Headquarters

HQ city

Heerde

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance brokerage commissions: Veldhuis Adviesgroep B.V. earns commissions from insurance products placed with insurers for business and personal lines, including property, casualty, and employee benefits coverage.
2. Financial advisory fees: Veldhuis Advies B.V. provides fee-based financial advisory services covering income, wealth, mortgages, pensions, and disability insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Veldhuis Advies is a regional Dutch financial advisory and insurance brokerage firm selling personal and business insurance, mortgages, pensions, disability cover, and financial planning to private individuals and entrepreneurs. Services are bundled with occupational health (NLG Arbo / 1Voud), absence management, claims handling, and employee benefits administration, delivered through face-to-face advisors at offices in Heerde and Apeldoorn.

Product overview

Veldhuis Advies is a comprehensive financial advisory firm offering a broad portfolio of insurance, pension, and financial planning products and services for both business clients (ondernemers) and private individuals (particulieren). The firm operates through two subsidiaries: Veldhuis Advies B.V. (financial advisory on income, wealth, mortgages, pensions, disability, and life insurance) and Veldhuis Adviesgroep B.V. (property and casualty insurance for businesses and individuals). Core business products include cyber advisory, business liability, fleet management, absenteeism insurance (including the proprietary MKB Verzuim ontzorgverzekering), employee benefits, occupational health (via NLG Arbo), and collective pension schemes. Private client services cover home insurance, contents insurance, motor insurance, travel insurance, life insurance, and health insurance. The firm also offers claims handling, financial wellness programs via Geldfit partnership, and educational content through its podcast. Following a merger with Meijers in 2025, the combined organization now operates from offices in Heerde, Apeldoorn, Amstelveen, Delft, and Rotterdam.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurances (Verzekeringen) Comprehensive insurance products for both business and private clients including property, liability, casualty, motor, travel, contents and funeral coverage.
• Mortgages (Hypotheek) Mortgage advisory and arrangement services for individuals and business owners seeking property financing.
• Financial Planning (Financiële planning) Personal and business financial planning services including income and asset management analysis.
• Pensions (Pensioen) Pension advisory services for individuals, business owners and collective pension arrangements for employees.
• Disability Insurance (Arbeidsongeschiktheid) Disability insurance products and advice for self-employed and employees to protect against loss of income due to illness or disability.
• Professional / Directors Liability Insurance Professional liability and directors & officers insurance coverage for businesses and entrepreneurs.
• Cyber Advisory (Cyberadvies) Cybersecurity risk advisory services to help businesses identify and mitigate digital risks.
• Business Liability / Legal Assistance Insurance Business liability insurance and legal expense coverage for commercial enterprises.
• Fleet Management (Wagenpark) Fleet insurance and management services with data-driven proactive coaching to reduce claims and costs.
• Absenteeism and Prevention (Verzuim en preventie) Absenteeism insurance and prevention services including the MKB Verzuim ontzorgverzekering for SME employers.
• MKB Verzuim ontzorgverzekering SME-focused absenteeism insurance package that provides comprehensive absence management including case management, reintegration services, and compliance with Wet Poortwachter requirements.
• Self-Insurer Status Advisory (Eigenrisicodrager) Advisory services for businesses choosing to self-insure for Sickness Benefits Act (Ziektewet) and WGA coverage.
• Employee Benefits Employee benefit programs including collective insurance, health coverage, and workplace wellness solutions.
• Occupational Health and RI&E (ARBO en RI&E) Occupational health services and Risk Inventory & Evaluation (RI&E) compliance support delivered through the NLG Arbo / 1Voud subsidiary.
• Confidential Advisor (Vertrouwenspersoon) Confidential workplace advisor services to address inappropriate behavior and harassment concerns.
• Collective Pension (Collectief pensioen) Group pension schemes for employers to offer employees retirement benefits.
• Pension Communication (Pensioencommunicatie) Communication services to help employers explain pension arrangements to employees under the Future of Pensions Act.
• Collective Healthcare (Collectieve zorg) Group health insurance solutions for employers to provide employee healthcare benefits.
• Collective Accident Insurance (Collectieve ongevallen) Group accident insurance policies for workforces.
• Claims Handling (Schadeafhandeling) Claims management and settlement services for both business and private insurance policies.

Quantifiable outcome

• Customer satisfaction rating of 9.1 maintained over multiple years
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• MeijerscoreStrategic or Co-development Partner · 3 September 2025Veldhuis Advies and Meijers from Amstelveen announced a strategic combination in September 2025. The Autoriteit Financiële Markten (AFM) granted approval, completing the preparatory phase. The combined organization has more than 600 employees across 5 offices (Heerde, Zutphen, Apeldoorn, Rotterdam, Delft) with headquarters in Amstelveen, ranking in the top 3 of independent insurance advisors in the Netherlands. Thom Dijkstra serves as general director overseeing the integration.
• Stichting Starterscollectief VeluweminorGTM or Marketing Partner · 13 December 2023Veldhuis Advies serves as ambassador of the Stichting Starterscollectief Veluwe, supporting startup entrepreneurs on the Noord-Veluwe with knowledge and networking opportunities. The foundation organizes 8 networking evenings per year with Veldhuis Advies advisors present to answer questions and share expertise.
• Geldfit (Nederlandse Schuldhulproute)minorGTM or Marketing PartnerVeldhuis Advies offers its employer clients access to Geldfit, a financial wellness platform providing anonymous, safe, physical and digital assistance for employees dealing with financial concerns.
• Reinders Huizen & HypothekenminorOthersVeldhuis Advies shares premises with Reinders Huizen & Hypotheken at the Apeldoorn location (Arnhemseweg 261), enabling convenient co-location for complementary financial services.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Aon Netherlands: Global insurance and reinsurance broker with a strong Netherlands presence, offering commercial insurance brokerage, risk management, and employee benefits advisory. Competes with Veldhuis/Meijers for mid-market and enterprise clients while operating a much broader portfolio.
• Rabobank Insurance & Wealth Advisory: Major Dutch bank's in-house financial advisory and insurance distribution arm; competes with Veldhuis for private mortgage, insurance, and pension advisory clients, leveraging bank-branch scale and integrated financial services.
• Marsh Netherlands: Part of Marsh McLennan, one of the world's largest insurance brokers; serves Dutch corporate and SME clients with risk advisory, insurance placement, and employee benefits — overlapping with Veldhuis's ondernemer and employer segments at larger ticket sizes.
• Willis Towers Watson Netherlands: Global advisory firm with Dutch operations in insurance brokerage, risk management, and pension/benefits consulting. Competes in the same commercial insurance and employee benefits space as Veldhuis, typically at the upper end of the mid-market and enterprise.

Direct peers

• Voogd & Voogd Verzekeringen: Dutch independent insurance intermediary and financial advisor serving both private and business clients, with strong regional coverage. Directly comparable business model (multi-line brokerage + financial advisory) and similar SME/private customer base.
• Klap Verzekeringsmakelaar: Independent Dutch insurance broker with a comparable advisory-led model for private and business clients. Similar size profile and customer segments to Veldhuis, with comparable focus on regional SME and private wealth.
• Meijers: Independent family-owned insurance broker based in Amstelveen with 500+ specialists; merged with Veldhuis Advies in October 2025 to form a top-3 independent advisory platform. Operates the same insurance brokerage and risk advisory model across the Netherlands.
• Nedasco: Netherlands-based insurance service provider and intermediary serving independent advisors and corporate clients. Comparable in scale and model — providing insurance infrastructure and brokerage services to the Dutch SME market that Veldhuis also targets.

Others

• IG&H Consulting (Insurance & Financial Services practice): Dutch strategy consultancy with a dedicated insurance and financial services practice. Not a direct competitor but a relevant ecosystem participant that advises Dutch insurers and brokers (including Meijers/Veldhuis peers) on strategy and digital transformation — adjacent to Veldhuis's own modernization needs.

Emerging players

• De Goudse Verzekeringen: Dutch mutual insurer offering direct insurance products (life, disability, liability) through independent advisors including Veldhuis's distribution peers. Partially overlaps as a competitor for disability and SME insurance but operates primarily as a carrier rather than a broker.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/veldhuisadvies
• Facebookfacebook.com/VeldhuisAdvies
• LinkedInlinkedin.com/company/veldhuisadvies

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Veldhuis Advies