What VVV Cadeaukaarten does

VVV Cadeaukaarten is a Dutch gift card issuer headquartered in Utrecht, Netherlands, operating as a private limited company (B.V.) under VVV Nederland. Founded in 1974 with an original paper voucher product and modernized in 2017, the company serves both business (B2B) and consumer (B2C) segments across the Netherlands with selective cross-border reach into Belgium and Germany. The company operates with a headcount of approximately 45 employees and carries more than 50 years of continuous brand heritage in the Dutch gift card market.

The core product is the VVV Cadeaukaart, a multi-choice gift card accepted at 18,000+ partner locations across the Netherlands, with denominations ranging from €5 to €150 and 3-6 million cards in annual circulation. The portfolio has expanded through sub-brands: VVV Game & Play (launched 2026, targeting the gaming vertical) and VVV Eigen Ontwerp (custom-designed cards, with a digital variant launched in 2025). The platform is built on Electronic Money Institution (EGI) infrastructure licensed through a partnership with Intersolve Payments, enabling both physical and digital card issuance. A consumer-facing AI Shopping Assistant called AI Koophulp supplements discovery on the company's website, which receives approximately 10,000 daily visitors and has a newsletter base of 15,000+ subscribers.

VVV Cadeaukaarten's revenue mechanics derive from acceptance fees on partner redemptions, breakage income on balances unredeemed after the 3-year validity period, and a €6 annual management fee applied to dormant balances. The B2B segment offers custom-branded cards with a 250-unit minimum order and counts government and retail clients including Werkzaak Rivierenland, Gemeente Stadskanaal, Gemeente Amstelveen, and RISK. Distribution combines direct B2B sales with consumer e-commerce and physical retail channels. The company has received industry recognition including the 2026 Giftcard van het Jaar and Multi Keuze Cadeaukaart van het Jaar awards, and holds FSC certification.

Name

VVV Cadeaukaarten

Legal name

VVV Cards BV

Website

https://vvvcadeaukaarten.nl

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

11–50 employees

Short description

VVV Cadeaukaarten is a Dutch B2B and B2C multi-choice gift card issuer under VVV Nederland, headquartered in Utrecht, with 18,000+ acceptance points, sub-brands including VVV Game & Play and VVV Eigen Ontwerp, and 50+ years of brand heritage.

Ownership category

akta.pro rank

Product category

Gift Cards & Vouchers

NAICS

Gift, Novelty, and Souvenir Retailers (45942)

akta.pro primary industry

Closed-Loop Gift Cards (Single-Merchant) (FSAMANAB)

Keywords

• Gift card services
• Corporate gift cards
• Prepaid payment instruments
• Voucher program management
• Electronic money institution

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Gift Card Sales: Revenue is generated from the sale of gift cards at face value. The company benefits from float income (unredeemed balances) and transaction fees charged to acceptance partners when cards are redeemed. Approximately 3 million cards sold annually.
2. Management Fee (Beheervergoeding): After the initial 3-year validity period, an annual management fee of €6 is deducted from remaining card balances. This generates ongoing revenue from unredeemed or partially redeemed cards.
3. Corporate/Bulk Sales: B2B sales of customized gift cards, branded packaging, and gift boxes for corporate reward programs, employee gifts, and client appreciation. Custom design services available for orders of 250+ cards.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

VVV Cadeaukaarten sells multi-choice physical and digital gift cards redeemable at 18,000+ acceptance locations across the Netherlands, under its own Electronic Money Institution (EGI) license. The product portfolio includes a standard gift card, themed variants (Game & Play, Lekker & Weg, Shop & Chill), and customizable Eigen Ontwerp cards for personal and corporate gifting. Corporate customers access bulk ordering, custom designs from 250 units, WKR-compliant employee reward solutions, and dedicated account management.

Product overview

VVV Cadeaukaarten operates as a multi-choice gift card platform offering physical and digital gift cards redeemable at 18,000 locations across the Netherlands. The core product portfolio includes the standard VVV Cadeaukaart (available in physical, digital, and custom design variants), specialized themed sub-brands (VVV Game & Play, VVV Lekker & Weg, VVV Shop & Chill), and legacy products (VVV Dinercheque, VVV Lekkerweg, VVV Giftcard). Business services include the VVV Giftbox for bulk orders, Maatwerk for custom designs from 250 units, and VVV Bezorgservice for multi-recipient delivery. The company serves both consumer and business segments with physical cards, digital deliveries, and customization options.

Differentiator

Problem solved

Functional benefit

Brands

• VVV Lekker & Weg: Themed gift card focused on dining and getaways.
• VVV Shop & Chill
• VVV Cadeaukaart (digitaal)
• VVV Eigen Ontwerp Cadeaukaart
• VVV Game & Play Cadeaukaart
• VVV Premium Blue

Products and services

• VVV Cadeaukaart (physical) Physical multi-choice gift card redeemable at 18,000+ locations across the Netherlands including shops, webshops, restaurants, and experiences. Available in various themes for different occasions, denominations from €5 to €150, with magstripe technology on FSC-certified paperboard.
• VVV Cadeaukaart (digital) Digital multi-choice gift card delivered to the recipient's mailbox within one hour. Features include customizable send date, multiple themes, and the same 18,000+ acceptance locations as the physical card.
• VVV Eigen Ontwerp Cadeaukaart Custom-designed gift card where buyers can add personal images and messages. Available in physical and digital formats. For business customers, the full design process can be handled by VVV's sales managers with customization available from 250 units. Free custom design option for digital cards.
• VVV Game & Play Cadeaukaart Specialized themed gift card for gamers and streaming enthusiasts, redeemable for games, gaming accessories, streaming services, board games, and series. Available in physical and digital formats, marketed for occasions like diplomas, driving licenses, and birthdays.
• VVV Lekker & Weg Cadeaukaart Themed gift card sub-brand redeemable for dining and getaway experiences, including visits to saunas, dinners, zoos, theater performances, and overnight stays.
• VVV Shop & Chill Cadeaukaart Themed gift card sub-brand redeemable at shops and relaxation venues across the Netherlands.
• VVV Giftbox (Corporate Bulk Ordering Service) Bulk gift card ordering service for businesses to maintain inventory of gift cards that can be topped up at any time for use as employee or client gifts, ensuring continuous availability for corporate reward programs.
• Maatwerk (Custom Design Service) Custom design service for personalized gift cards available from 250 units, including full design support from VVV's sales managers and bespoke branded packaging for corporate clients.
• VVV Bezorgservice (Multi-recipient Delivery Service) Delivery service allowing businesses to send gift cards to multiple recipients simultaneously with personalized packaging options for large-scale employee reward or client appreciation programs.
• VVV Dinercheque Gift voucher product specifically for dining experiences, with variants having either 5-year or 3-year validity periods.
• VVV Lekkerweg Gift card product for culinary experiences and travel, with variants having either 5-year or 3-year validity periods.
• VVV Giftcard Gift card product with 5-year validity period and no redemption fee applicable.

Quantifiable outcome

• 87% of employees find year-end gifts important (Factsnapp 2025 research)
• +1 more outcomes

Named customers4 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

Integration7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• Intersolve PaymentscoreStrategic or Co-development PartnerIntersolve Payments provides the EGI (Electronic Money Institution) license under which VVV Cadeaukaarten issues its gift cards. This partnership ensures regulatory compliance and 100% balance security through third-party escrow arrangements supervised by De Nederlandsche Bank.
• PostNLcoreImplementation/ SI/ Consulting PartnerPostNL handles all physical shipment logistics for VVV Cadeaukaarten orders. Provides letter mail, package delivery with tracking, and business package services. Orders placed before 16:30 on weekdays are shipped same day.
• Prisma DirectsupportingImplementation/ SI/ Consulting PartnerDistribution partner receiving customer data (addresses, contact information) to process and deliver orders. Data is deleted after 3 months per privacy policy.
• Trusted ShopssupportingTechnology or IntegrationThird-party review platform ensuring authenticity of customer reviews. Only customers who have made purchases can leave reviews, guaranteeing genuine feedback.
• VVV NederlandcoreOthersParent organization of VVV Cards B.V. VVV Cadeaukaarten operates as a brand under VVV Nederland, maintaining the trusted VVV brand heritage dating back to 1974.
• 18,000+ Acceptance PartnerscoreChannel Partner/ Reseller/ DistributorExtensive network of merchants including retail stores, webshops, restaurants, and experience venues that accept VVV gift cards as payment. Partners gain visibility on VVV website, newsletter exposure to 15,000+ subscribers, and access to gift card holder customers.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Pluxee: Pluxee (spun off from Sodexo in 2024) is a global employee benefits and engagement platform offering gift card and voucher solutions. It competes with VVV in the corporate benefits space, especially for international clients operating in the Netherlands.
• InComm Payments: InComm is a global prepaid and gift card technology company. While primarily a B2B enabler, its gift card programs compete for the same retailer shelf space and corporate gifting budgets as VVV's acceptance network.
• Edenred: Edenred is a global leader in employee benefits and prepaid corporate solutions, including gift card and voucher products. It operates at much larger scale than VVV but addresses the same B2B corporate gifting and reward use cases, particularly with multinational employers.
• Blackhawk Network: Blackhawk Network is a global gift card and payments distribution company. It competes indirectly through retailer relationships and corporate incentive programs in markets where VVV operates or could expand.

Direct peers

• Fashioncheque: Fashioncheque is a Dutch multi-merchant gift card focused on fashion retail. It directly competes with VVV in the gift card market and shares similar B2B corporate gifting and EGI-licensed stored-value dynamics.
• Bol.com Cadeaukaart: Bol.com issues its own gift card redeemable across its marketplace and partner stores in the Netherlands and Belgium. It is the most direct competitor to VVV Cadeaukaarten in the Dutch multi-merchant gift card category, targeting the same consumer gifting occasions.
• HEMA Cadeaukaart: HEMA's gift card is redeemable across HEMA stores and selected partners. While more retail-anchored, it competes for the same B2C gifting moments and corporate reward budgets that VVV targets.
• ANWB Cadeaukaart: The ANWB Cadeaukaart is a Dutch multi-purpose gift card issued under the ANWB brand, redeemable across a partner network. It competes head-to-head with VVV in the same Dutch market and similar use cases (corporate gifting, personal gifting).

Regional players

• Giftcards.com: Giftcards.com is a US-based retailer of physical and digital gift cards across hundreds of brands. It is comparable in product breadth and B2C/B2B orientation but operates in a different regulatory and geographic market.
• Love2shop: Love2shop is the UK's leading multi-choice gift card, redeemable at thousands of UK retailers. It is a direct functional analog to VVV Cadeaukaarten but operates in a different geography, providing useful cross-market benchmarking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vvvcadeaukaart
• Facebookfacebook.com/vvvcadeaukaarten
• LinkedInlinkedin.com/company/vvv-cadeaukaarten

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 VVV Cadeaukaarten