What SRM Holding does

SRM (Stichting Registratie Marketing) is a Netherlands-based quality-mark brand and educational portfolio for marketing, communication, and sales professional training, established in 1955 by the Dutch MarCom industry itself and currently operated under NCOI (Nederlandse Opleidingscentra voor Individueel Onderwijs). The brand offers practice-oriented training programs at four certification levels — A, B, C, and D — spanning junior to senior career stages, covering SRM Marketing Training, SRM Communicatie (Communication) Training, SRM Sales Training, and NIMA-accredited Professional Marketing Training. The brand is headquartered in Amsterdam and serves exclusively the Dutch market.

The product portfolio is developed and delivered by experienced MarCom practitioners and is positioned as "the broadest range" of marketing and communication education in the Netherlands. Beyond individual self-service enrollment through the NCOI online platform (with study advisor support via phone, WhatsApp, and email), SRM provides tailored incompany and custom corporate training for organizational teams and departments. SRM also co-produces the "Marketing Break" podcast with NIMA, featuring expert-led discussions on topics such as storytelling, creativity, and data-driven marketing, distributed via Spotify.

SRM generates revenue primarily through course fees paid by individual professionals enrolling in certification programs, supplemented by negotiated corporate contracts for incompany training. Its go-to-market is direct-to-consumer via the NCOI website combined with a direct enterprise sales motion for customized team training. Marketing channels include NCOI-hosted content marketing, organic social media (Facebook, Instagram, LinkedIn, YouTube), email newsletters, alumni and instructor testimonials, and the joint NIMA-SRM podcast. Note: firmographics list SRM Holding's legal founding as 2004 with Stefano Miccinelli as founder/owner, distinct from the 1955 establishment date of the SRM quality mark itself; the holding-company structure appears to be the vehicle through which the brand is operated within NCOI.

Name

SRM Holding

Legal name

NCOI (Nederlandse Opleidingscentra voor Individueel Onderwijs)

Website

https://srm.nl

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Professional Education Services: SRM generates revenue through providing recognized marketing and communication professional education programs and training at various certification levels (A, B, C, D). Revenue is derived from course fees paid by individual professionals and corporate clients for incompany training programs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SRM provides quality-marked marketing, communication, sales, and NIMA-accredited professional training programs at A, B, C, and D levels, developed and delivered by experienced MarCom practitioners. Programs are delivered through NCOI's online platform for individual professionals and through customized incompany programs for corporate teams and departments. The portfolio spans career stages from junior to senior level.

Product overview

SRM (Stichting Registratie Marketing) is a quality certification organization for marketing and communication training programs, established in 1955 by the MarCom industry itself. The organization offers a portfolio of training programs at A, B, C, and D levels across four core offerings: SRM Marketing Training, SRM Communicatie (Communication) Training, NIMA Professional Marketing Training, and SRM Sales Training. All programs are developed and delivered by experienced MarCom professionals and carry the SRM quality mark. Additionally, SRM provides incompany and custom training solutions tailored to organizational needs, and operates the Marketing Break podcast in partnership with NIMA. The portfolio spans from junior to senior career levels, offering practical knowledge directly from specialists.

Differentiator

Problem solved

Functional benefit

Brands

• Marketing Break: The marketing podcast of NIMA and SRM, hosted by marketing teacher Karel Zwaan, featuring conversations with leading experts in marketing and advertising.

Products and services

• SRM Marketing Training Training programs designed to increase marketing skills and leadership capabilities, developed and delivered by experienced MarCom professionals at A, B, C, and D certification levels for ambitious marketing professionals at every career stage from junior to senior.
• SRM Communication Training Communication professional training programs enabling participants to make an impact in their roles, developed and delivered by experienced MarCom experts under the SRM quality standard.
• NIMA Professional Marketing Training Recognized professional marketing certification programs that prepare participants to become certified professional marketers through NIMA-accredited courses delivered under the SRM quality standard.
• SRM Sales Training Sales skills development programs designed to boost sales capabilities and build strong sales strategies for sales professionals, under the SRM quality standard.
• Incompany and Custom Training Programs Flexible and practice-oriented SRM training programs fully tailored to the specific needs of teams or departments, with personal advisory services and customized curriculum for maximum results. Delivered at client organizations or NCOI facilities.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• NIMA (Nederlands Instituut voor Marketing)coreGTM or Marketing PartnerSRM and NIMA collaborate on the 'Marketing Break' podcast, a joint initiative where marketing experts from both organizations discuss current topics in the marketing and advertising landscape. This partnership positions both organizations as thought leaders in the Dutch marketing profession and supports mutual brand visibility.

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• TIAS School for Business and Society: Dutch executive education provider linked to Tilburg University, offering management and marketing programs for professionals. Comparable as a Dutch executive education incumbent competing for corporate L&D budgets on marketing and leadership development.
• Digital Marketing Institute: Global provider of digital marketing certifications and training (DMI) used by professionals and corporate L&D. Comparable because it sells standardized, accredited marketing certifications internationally — a structural threat on the digital/marketing subsegment, but broader and global rather than Dutch-specific.
• Nyenrode Business University: Dutch business university offering executive education, MBAs, and management programs including marketing leadership tracks. Comparable as a Netherlands-based higher-tier incumbent that competes for the same corporate training and senior-level MarCom development budget, though at a broader and higher-price-point portfolio.
• Coursera: Global online learning platform offering marketing, communication, and sales specializations from universities and companies. Comparable as a broader digital incumbent that competes for self-directed learners at lower price points and offers alternative recognized credentials.

Direct peers

• NIMA (Nederlands Instituut voor Marketing): Dutch professional body for marketing that sets the national marketing certification standards (NIMA-A/B/C). Directly comparable because SRM's NIMA-accredited programs and joint Marketing Break podcast make it the primary training delivery channel for NIMA's credentialing framework.
• NHA (Nationale Handelsacademie): Dutch home-study institution with marketing, communication, and sales curricula. Comparable as a Dutch professional development provider targeting the same working-adult learner with similar certification-oriented offerings.
• Beeckestijn Business School: Netherlands-based business school with a strong marketing, communication, and digital marketing specialization. Comparable because it targets the same MarCom professional upskilling market with post-HBO and certification-level programs.
• LOI (Leidse Onderwijsinstellingen): Major Dutch distance-learning provider offering marketing, communication, and sales training programs to working professionals. Comparable as a Netherlands-headquartered professional education competitor with overlapping course catalog and similar D2C + corporate channels.

Regional players

• CIM (Chartered Institute of Marketing): UK-based chartered body offering globally recognized marketing qualifications and accredited training providers. Comparable as the closest international analogue to NIMA — a marketing professional body that licenses/recognizes training programs — but operating primarily in the UK rather than the Netherlands.

Others

• Salta Group: Parent group of NCOI and related Dutch professional education brands (careers portal linked in SRM's web presence). Comparable as the corporate parent ecosystem SRM operates within and a relevant adjacent strategic holder of Dutch professional training assets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@NCOIOpleidingen
• Facebookfacebook.com/NCOIopleidingen
• LinkedInlinkedin.com/company/srm
• Instagraminstagram.com/ncoi_opleidingen
• Xx.com/srm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 SRM Holding