Affluent

What Affluent does

Affluent is an independent Dutch wealth advisory firm operating as a network of affiliated advisors — branded 'New School Private Banking' — serving high-net-worth individuals, entrepreneurs, and family foundations across the Netherlands. Founded in 2016 by Jan Roelof Boerlage after a career at ABN AMRO and Credit Suisse, the company positions itself as a family office unaffiliated with any financial institution, with no compensation received from banks or asset managers and any third-party fees passed back to clients.

The firm offers a six-service suite covering Financial Planning, Investment Advisory, Wealth Management, Wealth Manager Selection (from 125+ Dutch providers), Private Markets, and Estate Execution (RegisterExecuteur). Service delivery is supported by a proprietary digital toolkit — including a Vermogensdashboard (Wealth Dashboard) with daily bank integrations, Doelmonitor (Goals Monitor), Digitale Kluis (Digital Vault), Vermogensrapportage (consolidated reporting), and Pensioen Calculator — and a structured five-step methodology (Inventory, Analysis, Risk Assessment, Strategy, Implementation).

Affluent earns revenue through fixed quarterly fees per client rather than asset-based percentages, which the company markets as more equitable for larger portfolios. Distribution operates via 14-15 CFP- and DSI-certified advisors operating as associated partners across roughly 15 Dutch cities, each capped at 35 clients. The company has no disclosed external institutional investment or PE backing and serves exclusively the Dutch market.

Name

Affluent

Legal name

Affluent

Website

https://affluent.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Affluent is an independent Dutch wealth advisory network serving high-net-worth individuals, entrepreneurs, and family foundations through 14-15 CFP-certified advisors across the Netherlands, charging fixed quarterly fees rather than asset-based percentages and offering proprietary digital wealth-management tools.

Ownership category

akta.pro rank

Product category

Wealth Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)

Keywords

• Independent wealth advisory
• Financial planning services
• Investment advisory
• Wealth management monitoring
• Estate administration services

Headquarters

HQ city

Baarn

HQ country

Netherlands

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fixed Fee Advisory Services: Affluent charges a predetermined fixed fee rather than a percentage of assets under management. This model benefits clients with larger portfolios as they pay proportionally less than at traditional banks. The fixed fee is quoted per quarter and covers financial planning and investment advisory services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Affluent is an independent Dutch wealth advisory firm operating a network of certified advisors who deliver financial planning, investment advisory, wealth management/monitoring, wealth manager selection, private market access, and estate execution services to high-net-worth individuals. Advisors charge fixed quarterly fees rather than asset-based percentages and use proprietary digital tools (Wealth Dashboard, Goals Monitor, Digital Vault, Wealth Reporting, Pension Calculator) integrated with 125+ Dutch banks and wealth managers to provide consolidated, conflict-free advice.

Product overview

Affluent is an independent wealth advisory firm operating as a family office without ties to financial institutions. The company offers a comprehensive suite of wealth management services centered on independent financial advice, investment advisory, and wealth management. Their core services include Financial Planning, Investment Advisory, Wealth Management, Wealth Manager Selection, Private Markets investments, and Estate Execution. These are supported by a portfolio of digital tools including the Digital Vault for secure document storage, Goal Monitor for financial goal tracking, Wealth Reporting for consolidated portfolio reports, Pension Calculator for retirement planning, and Wealth Dashboard providing single-login consolidated access to all banks and wealth managers. The company uses a 5-step methodology: Inventory, Analysis, Risk Assessment, Strategy, and Implementation.

Differentiator

Problem solved

Functional benefit

Products and services

• Financiële Planning (Financial Planning) Comprehensive financial planning service using advanced software to create scenario analyses and map financial goals, providing clarity on current and future financial situations, for high-net-worth private clients and entrepreneurs.
• Beleggingsadvies (Investment Advisory) Customized investment advice service with a fixed fee model rather than percentage-based pricing, selecting from the full universe of available funds without proprietary fund conflicts, for HNW individuals seeking conflict-free investment guidance.
• Vermogensbegeleiding (Ongoing Wealth Management & Monitoring) Ongoing wealth management and monitoring service with quarterly reporting, proactive opportunity identification, and adjustments to align with evolving client needs, for long-term HNW clients.
• Vermogensbeheerders (Wealth Manager Selection) Wealth manager selection service using a structured approach to identify managers that match client preferences from over 125 active parties in the Netherlands, including active vs. passive and sustainability preferences.
• Private Markets Alternative investment service covering private equity, private debt, and real estate investments outside public markets, offering access to higher-return opportunities with limited liquidity for suitable HNW clients.
• RegisterExecuteur (Estate Execution) Estate execution service providing professional assistance in settling inheritances, including legal, financial, and administrative tasks, for Affluent clients and their heirs.
• Digitale Kluis (Digital Vault) Secure digital vault for storing and managing important documents such as mortgage deeds, wills, and birth certificates with synchronized access across devices, for Affluent client use.
• Doelmonitor (Goals Monitor) Goal monitoring tool allowing clients to calculate whether their financial goals are achievable by adjusting variables such as duration, risk profile, and monthly contributions.
• Vermogensrapportage (Wealth Reporting) Consolidated wealth reporting tool providing detailed quarterly or monthly reports covering all securities portfolios, private equity, and real estate investments with daily bank integrations.
• Pensioen Calculator (Pension Calculator) Pension calculation tool for determining how long savings can sustain retirement and calculating required savings for early retirement, given expenses, investment strategies, and economic conditions.
• Vermogensdashboard (Wealth Dashboard) Online wealth dashboard providing a consolidated view of all banks and wealth managers with single-login access, daily updates, performance tracking, asset allocation, and dividend information for Affluent clients.

Quantifiable outcome

• Advisors serve maximum 35 clients each for genuine customization
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• BlackRockcoreTechnology or IntegrationAffluent can purchase BlackRock funds (including iShares) for client portfolios as part of their independent investment selection. BlackRock is referenced as a major fund house in their network of approved fund providers.
• RobecocoreTechnology or IntegrationRobeco funds are available for purchase through Affluent's independent advisory service, listed as one of the reputable fund houses in their network.
• VanEckcoreTechnology or IntegrationVanEck is included in Affluent's fund provider network for thematic ETF investments and specialized fund products.
• VanguardcoreTechnology or IntegrationVanguard funds are explicitly mentioned as options for building client portfolios with cost-efficient index investing.
• ABN AMRO, ING, RabobankcoreTechnology or IntegrationAffluent can purchase investment funds from major Dutch banks (ABN AMRO, ING, Rabobank) as they have access to the full fund universe, not limited to specific providers.
• Dutch Wealth Manager Network (125+ parties)coreTechnology or IntegrationAffluent maintains relationships with more than 125 active wealth management parties in the Netherlands, including banks, asset managers, and specialized fund houses, allowing them to select the best-fit providers for each client.
• Stichting FFP (Federatie Financieel Planners)coreStrategic or Co-development PartnerProfessional certification body for financial planners. All Affluent financial planners are certified through FFP (CFP designation). FFP provides ongoing education and standards.
• Dutch Securities Institute (DSI)coreStrategic or Co-development PartnerCertification institute for investment advisors. Affluent investment advisors are DSI-certified, ensuring compliance with securities regulations and ongoing professional development.
• Stichting RegisterExecuteurminorStrategic or Co-development PartnerNational organization specialized in estate administration. Ankie Akkerman is a certified RegisterExecuteur, providing inheritance settlement services as part of Affluent's service offering.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• InsingerGilissen: Dutch private wealth manager serving HNW individuals and families with discretionary and advisory services. Comparable to Affluent as an independent-style Dutch wealth advisor focused on the HNW segment.
• Brand New Day: Dutch independent asset manager and pension provider with a digital platform. Comparable to Affluent in offering independent, fee-transparent wealth solutions to Dutch retail/affluent clients, though with more standardized product wrappers versus Affluent's bespoke advisory.
• Crijns Voermans: Independent Dutch wealth manager serving HNW individuals and business owners with personalized advice. Comparable to Affluent as a similarly-sized Dutch independent advisor targeting the same entrepreneur/HNW segment with bespoke services.
• Indexus: Dutch network/platform supporting independent financial advisors with compliance, software, and back-office services. Comparable as another independent-advisor model in the Netherlands, though Indexus is more of a B2B platform for advisors rather than a client-facing brand like Affluent.

Broad incumbents

• Van Lanschot Kempen: Largest independent Dutch wealth manager serving private clients, entrepreneurs, and institutions. Comparable because it occupies the same Dutch HNW/entrepreneur wealth advisory space as Affluent but at much larger scale and with discretionary asset management capabilities.
• ING Private Banking: Private banking arm of ING serving affluent and HNW clients in the Netherlands. Comparable as one of the three major Dutch incumbent banks whose captive advice model Affluent is built to disrupt.
• Rabobank Private Banking: Private banking division of Rabobank serving HNW clients in the Netherlands. Comparable incumbent against which Affluent positions; advisors like Andries van der Veen and Ruud van Velzen are Rabobank alumni.
• MeesPierson (ABN AMRO Private Banking): Private banking arm of ABN AMRO serving HNW clients in the Netherlands. Comparable as the dominant incumbent Affluent explicitly positions against; several Affluent advisors (e.g., Stephan Christophe, Jan Roelof Boerlage, Marcel Hup) are former MeesPierson/ABN AMRO staff.

Emerging players

• Saxo Bank (BinckBank): Dutch-originated online broker and execution platform (formerly BinckBank, now part of Saxo). Comparable as a Dutch self-directed investing platform competing for affluent investors who might otherwise engage an advisor like Affluent.
• Evi (Van Lanschot): Dutch robo-advisor offering automated goal-based wealth management. Comparable as a Dutch digital wealth platform — overlapping at the lower-affluent end of Affluent's client base but with a fully automated model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/affluent-newschoolprivatebanking
• Facebookfacebook.com/Affluent.NewSchoolPrivateBanking

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

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 Affluent