Fleur de Dag
Fleur de Dag is a Dutch elderly care service that delivers one-on-one companionship, individual guidance, and family caregiver respite through a curated workforce of 100+ 'Fleurmaatjes' across the Bollenstreek and Leiden regions, funded by private pay, WMO, WLZ PGB, and municipal respite programs.
- Company typePrivate
- Founded2013
- HeadquartersNoordwijk, Netherlands
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Fleur de Dag does
Fleur de Dag is a Dutch personal-care service company founded in late 2013 by Ellen Devilee and Pauline Muller, headquartered in Noordwijk and operating across the Bollenstreek and greater Leiden region. The company delivers one-on-one elderly companionship, individual guidance, and family caregiver respite through a curated workforce of 100+ 'Fleurmaatjes' aged 40+ who are personally matched to clients by the founders. It operates through two private limited entities, Fleur de Dag Begeleiding B.V. and Fleur de Dag Gezelschap B.V., and is a member of Branchevereniging Mantelzorg.
The service portfolio is built around three core lines: Gezelschap (companionship, priced at €25/hour privately, of which the companion receives €12.50), Individuele Begeleiding (structured daily support, self-reliance and administrative help for elderly with dementia, Parkinson's, depression or physical limitations), and Mantelzorgondersteuning (respite care for unpaid family caregivers). The Gezelschap line is further modularized into branded variants covering outings, sport, cultural visits, in-home activities, special occasions, and 24-hour overnight supervision. The company explicitly does not deliver technology products; it is a human-delivered service where even basic technology assistance for clients is performed in-person.
Fleur de Dag monetizes through four channels: private pay (out-of-pocket, pay-as-you-go), WMO-funded individual guidance contracts with municipalities (Leiden, Leiderdorp, Oegstgeest, Voorschoten, Zoeterwoude, plus Bollenstreek municipalities), WLZ PGB personal budgets, and municipality-subsidized Zorgpauze/Respijtzorg respite care coordinated via local Welzijn organizations (Welzijn Noordwijk, Welzijn Teylingen, Welzijnskompas). Go-to-market is sales-led with strong word-of-mouth and community referral dynamics, and the founders remain personally involved in client intake and matching.
Fleur de Dag firmographics
Firmographics- Name
- Fleur de Dag
- Legal name
- Fleur de Dag Begeleiding B.V.
- Website
- https://fleurdedag.nl
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fleur de Dag is a Dutch elderly care service that delivers one-on-one companionship, individual guidance, and family caregiver respite through a curated workforce of 100+ 'Fleurmaatjes' across the Bollenstreek and Leiden regions, funded by private pay, WMO, WLZ PGB, and municipal respite programs.
- Ownership category
- akta.pro rank
Fleur de Dag industry classification
Industry- Product category
- Elderly Care Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- In-Home Respite Care (Hourly/Daily Relief) (HLADAKAA)
Keywords
Where Fleur de Dag is headquartered
LocationHeadquarters
- HQ city
- Noordwijk
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Fleur de Dag business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Private Pay - Gezelschap (Companionship): Direct billing to private clients for companionship services, priced at €25 per hour. Clients pay out-of-pocket for personalized elderly companionship and activities.
- WMO Municipality Funding: Individual guidance services funded through Wet Maatschappelijke Ondersteuning (WMO - Social Support Act) via municipal social services. Available in Leiden, Leiderdorp, Oegstgeest, Voorschoten, Zoeterwoude and Bollenstreek municipalities (Hillegom, Katwijk, Lisse, Noordwijk, Noordwijkerhout, Teylingen).
- PGB (Personal Budget): Personal health budget funding through WLZ (Wet Langdurige Zorg - Long-term Care Act) for individuals with indicated care needs who prefer individual guidance.
- Zorgpauze/Respijtzorg (Care Break): Respite care services subsidized by municipalities (Noordwijk, Teylingen, Hillegom, Lisse) to support and relieve caregivers. Offered free of charge to eligible caregivers through municipal wellbeing organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Private companionship services |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Fleur de Dag product offering
Product offeringCore offering
Fleur de Dag provides personalized one-on-one companionship, individual guidance, and caregiver respite services for elderly clients across the Dutch Bollenstreek and Leiden regions. Services are delivered in clients' homes and communities by trained companions called 'Fleurmaatjes' (aged 40+), with offerings funded through private pay (€25/hour), municipal WMO allocations, PGB personal budgets, and subsidized Zorgpauze respite programs.
Product overview
Fleur de Dag is a personalized elderly care companionship service operating in the Dutch coastal/bulb region (Bloembollenstreek). The company offers three core service lines: Gezelschap (companionship), Begeleiding (individual guidance), and Mantelzorgondersteuning (caregiver respite). These services are delivered through 'Fleurmaatjes' - trained companions aged 40+ who provide one-on-one support. Services are offered through specific branded variants including Eropuit (outings), Sportief (active), Cultureel (cultural), Extra (additional services), Thuis (in-home), Begeleiding Bijzondere Momenten (special occasions), and Nachtrust (24-hour care). The company works with municipalities via WMO funding and directly with private clients.
Differentiator
Problem solved
Functional benefit
Products and services
- Gezelschap voor ouderen (Companionship for the Elderly) Personalized one-on-one companionship services for elderly clients, including outings, walks, museum visits, cultural activities, shopping trips, and social interaction either in the home or in the community. Delivered by dedicated Fleurmaatjes matched to each client. Priced at €25 per hour for private clients.
- Individuele begeleiding ouderen (Individual Guidance for the Elderly) Individual guidance and support helping elderly individuals maintain self-reliance and autonomy at home. Includes daily structure assistance, meal preparation support, administrative help, appointment accompaniment, and acceptance support for those with cognitive decline. Funded through WMO municipalities and PGB personal budgets.
- Mantelzorgondersteuning (Caregiver Respite Support) Respite care services that temporarily relieve family caregivers (mantelzorgers) by taking over caregiving tasks, providing continuity of care through dedicated caregivers. Includes Zorgpauze/Respijtzorg programs offered free of charge to eligible caregivers through municipal wellbeing organizations in Noordwijk, Teylingen, Hillegom, and Lisse.
Quantifiable outcome
- Over 100 employees serving elderly clients across multiple municipalities
Companies that use Fleur de Dag
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Fleur de Dag technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Fleur de Dag partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Welzijn NoordwijkcoreMunicipal wellbeing organization providing referrals for Zorgpauze (care break) services in Noordwijk, Noordwijkerhout and De Zilk. Mantelzorg Adviseurs (Carola Roefs, Wendy Clason) coordinate caregiver support referrals to Fleur de Dag.
- Welzijn TeylingencoreMunicipal wellbeing organization coordinating Adempauzeregeling (breathing space scheme) for caregivers in Voorhout, Sassenheim, and Warmond. Refers caregiver respite cases to Fleur de Dag.
- Welzijnskompas (Hillegom en Lisse)coreLocal wellbeing organization managing Adempauzeregeling for caregivers in Hillegom and Lisse municipalities. Coordinates caregiver relief referrals to Fleur de Dag.
- Branchevereniging MantelzorgminorMembership in professional association for informal caregiving support, demonstrating industry recognition and commitment to quality standards.
- Municipal Governments (various)corePartnerships with multiple municipalities for WMO-funded individual guidance services. Cities include Leiden, Leiderdorp, Oegstgeest, Voorschoten, Zoeterwoude, and Bollenstreek municipalities. Municipalities view Fleur de Dag as serious professional partner for elderly care provision.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Fleur de Dag competitors and assessment
Company assessmentDirect peers
- Home Instead Nederland: International franchise operating in-home care and companionship services for seniors across the Netherlands. Closely comparable in service model (matched caregiver, in-home visits) and target customer.
- Saar aan Huis: Dutch companionship service for elderly offering one-on-one social support and outings. Most direct head-to-head competitor in the elderly companionship category Fleur de Dag serves.
- Momento Zorg: Dutch provider of companionship and daytime activities for elderly living at home. Operates the same 'gezelschap' plus outing-based model as Fleur de Dag with similar customer profile.
- Mantelaar: Dutch organization supporting informal caregivers (mantelzorgers) with respite and relief services. Directly comparable in the mantelzorgondersteuning / Zorgpauze service line.
Broad incumbents
- Buurtzorg Nederland: Largest Dutch home-care nursing provider, offering district-level home health and personal care. Operates in the same WMO/WLZ funding environment but at vastly larger scale and with clinical focus.
- Tzorg: Large Dutch home-care and household assistance provider serving elderly across many regions. Competes for the same WMO-funded hours but with a broader services portfolio.
- Allerzorg: National Dutch provider of complex home care, nursing, and personal care. Overlaps with Fleur de Dag's elderly guidance service line within the same funding landscape.
Regional players
- Sensire: Large regional home-care and elderly care provider in the Achterhoek region. Comparable service portfolio (personal care, guidance, respite) but geographically focused in eastern Netherlands.
- Opella: Regional care provider in Gelderland offering home care, dementia support, and mantelzorgondersteuning. Comparable in service mix to Fleur de Dag but operating in a different geography.
Emerging players
- Zorgmaatje: Dutch platform connecting volunteers with elderly for companionship visits. Thematically adjacent — addresses the same loneliness problem — but with a volunteer-led rather than paid-caregiver model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fleur de Dag social profiles
Digital presenceFleur de Dag financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fleur de Dag leadership team
Management profileNumber of profiles
Profiles2 records
Fleur de Dag funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fleur de Dag M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fleur de Dag
What does Fleur de Dag do?
Fleur de Dag provides personalized one-on-one companionship, individual guidance, and caregiver respite services for elderly clients across the Dutch Bollenstreek and Leiden regions. Services are delivered in clients' homes and communities by trained companions called 'Fleurmaatjes' (aged 40+), with offerings funded through private pay (€25/hour), municipal WMO allocations, PGB personal budgets, and subsidized Zorgpauze respite programs.
Is Fleur de Dag a public or private company?
Fleur de Dag is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fleur de Dag founded?
Fleur de Dag was founded in 2013. It employs 101 to 250 people.
Where is Fleur de Dag based?
Fleur de Dag is headquartered in Noordwijk, Netherlands, in the Europe region.
How does Fleur de Dag make money?
Four revenue lines are on record. Private Pay - Gezelschap (Companionship) is the primary driver. The others are WMO Municipality Funding, PGB (Personal Budget) and zorgpauze/Respijtzorg (Care Break).
Who are Fleur de Dag's main competitors?
Direct peers on record are Home Instead Nederland, Saar aan Huis, Momento Zorg and Mantelaar. Broad incumbents are Buurtzorg Nederland, Tzorg and Allerzorg. Regional players are Sensire and Opella. Zorgmaatje is listed as an emerging player.
Does Fleur de Dag have an API?
No public API is recorded for Fleur de Dag.
What industry is Fleur de Dag in?
Fleur de Dag's product category is Elderly Care Services. Its primary akta.pro industry code is HLADAKAA, In-Home Respite Care (Hourly/Daily Relief). Its NAICS code is 624120 and its SIC code is 8050.