Kruiswerk

What Kruiswerk does

Kruiswerk Achterhoek en Liemers (Vereniging Kruiswerk) is a Dutch membership association founded in 2004 and headquartered in Wehl, Netherlands. It serves residents of the Achterhoek and Liemers regions — primarily seniors, caregivers (mantelzorgers), and households seeking affordable supplements to Dutch healthcare insurance, thuiszorg, and kraamzorg — through a €26.50/year household membership that unlocks access to 40+ services. As of the most recent disclosure, it has 63,763 members, making it the largest such association in its two-region catchment.

The organization functions as an aggregator and intermediary rather than a service operator. It does not deliver most services directly; instead, it negotiates with a curated partner ecosystem — Medipoint (free loan of mobility aids and 10% discount on equipment purchases), Zlimthuis (home safety scans and modifications), Groengrijs (day trips), Alfasens (household cleaning), Apetito and Maaltijd Thuis (meal delivery), Beter Horen (hearing care), Thermae 2000 and De Bronsbergen (wellness), Tworby (mobility), Rowen Advies (financial advisory on Wmo/pgb), and others — to deliver benefits. Kruiswerk's own infrastructure consists of a Wehl-based equipment loan counter, multiple phone-based service lines (Acute Hulplijn, Mantelzorghulplijn, Zorgadvieslijn, KER-lijn), an Hulp & Adviesgesprek advisory offering, the KER self-care platform integration, and a growing digital surface including online self-assessments (Mantelzorgcheck, Hitteheld Check, ThuisVeilig Test), e-learning modules, and a quarterly print newspaper (Blik op Kruiswerk).

The business model rests on three revenue streams: (1) annual membership fees (€26.50/household, the dominant line), (2) transaction fees on member-paid services routed through partners (computer help €35/hour, day trips €70-78, wellness day passes), and (3) premium pricing for non-members using the same services (e.g., €45/hour for computer help). Sub-brands include Zlimthuis (home solutions), Kruiswerk Zorgcollectief (health insurance collective), Saar aan Huis (caregiver respite companion service), and KER (independent living platform). The organization is governed as a Vereniging by its members via a general assembly and elected board; it is not backed by venture capital or private equity, has no parent company, and has no disclosed external shareholders.

Name

Kruiswerk

Legal name

Vereniging Kruiswerk Achterhoek en Liemers

Website

https://kruiswerk.nl

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Kruiswerk is a Dutch nonprofit membership association serving 63,763 households in the Achterhoek and Liemers regions, aggregating 40+ care, wellness, home-safety, and mobility services through partner organizations under a €26.50/year household membership.

Ownership category

akta.pro rank

Product category

Senior Care Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Business, Professional, Labor, Political, and Similar Organizations (8139), Civic and Social Organizations (813410)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro primary industry

Disability Services & Independent Living Support (BPAGACAG)

Keywords

• Membership care services
• Caregiver support services
• Medical equipment lending
• Home assistance services
• Senior wellness programs

Headquarters

HQ city

Wehl

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership Fees: Primary revenue stream from annual membership fees. Members pay €26.50 per calendar year for household coverage, providing access to discounted services, free equipment loans, and member benefits from partner organizations.
2. Service Transaction Fees: Revenue from service transactions where members pay discounted rates for services such as computer help, day trips, and home assistance through partner providers.
3. Technology Support Services: Computer and button help services provided at €35/hour for members (€45 for non-members), with additional fees for personalized instruction manuals at €5 per page.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Kruiswerk (Vereniging Kruiswerk Achterhoek en Liemers) is a nonprofit membership association that bundles supplementary care, practical assistance, advice, and wellness services for households in the Achterhoek and Liemers regions of the Netherlands. Through an annual membership fee of €26.50, members gain access to 40+ services including free caregiver helplines, equipment lending, household help, wellness discounts, and day trips delivered in cooperation with vetted local partners.

Product overview

Kruiswerk is a membership organization for seniors in the Achterhoek and Liemers regions of the Netherlands, offering a comprehensive ecosystem of care, support, and wellness services under a membership model (€2.21 per month). The core offering is a membership that provides access to 40+ services including emergency support (Acute Hulplijn, Mantelzorghulplijn), equipment lending (Uitleenpunt hulpmiddelen, Loophulpmiddelen uitleen through Medipoint), home assistance (Huishoudelijke hulp, Klusser aan huis, Tuinman), personal care (Kapper aan huis, Opticien aan huis, Pedicure aan huis), meal delivery (Maaltijdservice), transportation and mobility (Tworby, Dagtochten), home safety (Zlimthuis, Thuisscan, ThuisVeilig Test), and caregiver support (Mantelzorgmakelaar, E-learning Zorg voor wie je lief is, Hulp & Adviesgesprek). The services are coordinated through a single contact point (Ledenservice) and include partnerships with Zlimthuis for home modifications, Medipoint for medical equipment, KER for self-care management, and various wellness providers including Thermae 2000 and De Bronsbergen.

Differentiator

Problem solved

Functional benefit

Brands

• Zlimthuis: Home safety and living solutions service helping people stay safely and independently at home through home assessments and adaptations.
• Kruiswerk Zorgcollectief
• Saar aan Huis
• KER

Products and services

• Mantelzorghulplijn Kruiswerk A free, confidential telephone helpline for informal caregivers in the Achterhoek and Liemers region, providing emotional support, information, and referral to caregiver resources.
• Mantelzorgmakelaar A free, independent broker for informal caregivers that assesses needs, arranges respite care, and coordinates household or care support on the caregiver's behalf.
• Hulp & Adviesgesprek Free one-on-one advice consultations covering care, welfare, finances, housing, and household matters, provided to members at the Kruiswerk service desk.
• Uitleenpunt hulpmiddelen A free medical equipment lending service, operated in partnership with Medipoint, that allows members to borrow mobility and care aids such as wheelchairs, rollators, and shower chairs.
• Loophulpmiddelen uitleen A dedicated free loan service for walking aids such as crutches and rollators, available to members without a doctor's prescription.
• Computer- en Knoppenhulp A paid at-home technical help service (€35 per visit) where a technician visits the member's home to assist with computers, tablets, smartphones, and remote-control devices.
• Thuisscan A home-safety scan in which an advisor visits the home, identifies fall and accident risks, and recommends practical adjustments for safer daily living.
• Zlimthuis An online health and lifestyle platform offering personalised programmes on sleep, nutrition, exercise, and relaxation for members of participating organisations.
• Maaltijdservice A meal delivery service providing fresh and frozen ready-to-eat meals to members who are unable or unwilling to cook for themselves.
• Huishoudelijke hulp Domestic help provided in the home by vetted cleaners, available at discounted member rates for housekeeping tasks such as cleaning, laundry, and ironing.
• Dagtochten

Quantifiable outcome

• 63,763 members served as the largest association in the region
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and minor.

• MedipointcoreChannel Partner/ Reseller/ DistributorMedipoint is a major partner providing healthcare and mobility equipment. Kruiswerk members receive free loans of mobility equipment (crutches, walkers, rollators) and 10% discount on purchases. Medipoint operates 50 stores nationwide with multiple locations in the Achterhoek and Liemers regions.
• ZlimthuiscoreStrategic or Co-development PartnerZlimthuis provides home safety and modification solutions including home scans, safety assessments, and assistive devices. Members receive discounts on services and products through the Zlimthuis webshop. Focus on enabling independent living at home.
• GroengrijscoreChannel Partner/ Reseller/ DistributorGroengrijs organizes day trips and excursions for Kruiswerk members, taking them to various destinations in the Netherlands and cross-border. Partners provide guided tours with transportation included.
• Thermae 2000minorChannel Partner/ Reseller/ DistributorWellness center in Valkenburg offering members day passes at €30 instead of €49.50, providing €19.50 savings. Also offers hotel packages with member pricing.
• KER (Krijg Eigen Regie)coreTechnology or IntegrationKER provides the KER Alarm Clock and related services for independent living. Kruiswerk offers the KER-line (088-17-17-360) for members to get support and information about these services.
• AlfasensminorChannel Partner/ Reseller/ DistributorProvides household cleaning assistance services to Kruiswerk members through professional caregivers.
• Beter HorenminorChannel Partner/ Reseller/ DistributorHearing care provider offering hearing tests and hearing aids to members with potential member benefits.
• Maaltijd ThuisminorChannel Partner/ Reseller/ DistributorMeal delivery service offering fresh or frozen meals to members who have difficulty cooking. Part of the meal service offerings including Apetito.
• ApetitominorChannel Partner/ Reseller/ DistributorFrozen meal service with over 150 meal options including special diets (low sodium, gluten-free, vegetarian, halal, pureed). Members receive meal services through Kruiswerk partnerships.
• De BronsbergenminorChannel Partner/ Reseller/ DistributorWellness center in Zutphen where second person enters free for Kruiswerk members (€37.50 for two persons).
• De GroenmakersminorChannel Partner/ Reseller/ DistributorGarden maintenance services for members including fencing, paving, lawn care, and garden borders.
• Perspectief ZutphenminorStrategic or Co-development PartnerLocal partner for the Mantelzorgcheck (caregiver check) initiative launched in Zutphen in May 2024.
• Figus WelzijnminorChannel Partner/ Reseller/ DistributorLocal welfare organization operating equipment loan points in Dinxperlo and Aalten.
• TworbyminorChannel Partner/ Reseller/ DistributorMobility service provider offering cycling solutions and support for members.
• Onze KlusvrouwminorChannel Partner/ Reseller/ DistributorHandyman services provider for household repairs and small jobs.
• Rowen AdviesminorChannel Partner/ Reseller/ DistributorFinancial advisory services for members covering healthcare costs, personal budgets (pgb), and Wmo arrangements.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• De Zonnebloem: Large Dutch nonprofit organizing social activities, day trips, and home visits for people with physical disabilities and the elderly. Comparable to Kruiswerk because it operates the same day trip and social engagement model (Kruiswerk partners with Groengrijs for similar services) for overlapping populations, though as a national volunteer-led organization.
• KBO-PCOB: Federated Dutch senior membership association (merger of Catholic KBO and Protestant-Christian PCOB) providing insurance benefits, advice, and local chapters. Comparable to Kruiswerk as a membership-based senior organization with local chapters and collective purchasing benefits, though KBO-PCOB is nationally federated rather than regionally concentrated.
• MantelzorgNL: National Dutch association supporting informal caregivers (mantelzorgers) with advice, training, and advocacy. Closely comparable because Kruiswerk's mantelzorgmakelaar, Mantelzorghulplijn, and caregiver e-learning offerings mirror MantelzorgNL's core mission, though Kruiswerk operates regionally and bundles broader senior-care services.
• Mezzo: National Dutch association for informal caregivers offering advice, peer support, and lobbying. A direct peer because Mezzo's mission and target audience (mantelzorgers) overlap almost entirely with Kruiswerk's caregiver support products (Mantelzorghulplijn, Mantelzorgmakelaar, e-learning), though Mezzo operates nationally and focuses exclusively on caregivers rather than general senior services.
• ANBO (Algemene Nederlandse Bond voor Ouderen): National Dutch membership association for seniors offering benefits, advice, and lobbying. A direct peer because it competes with Kruiswerk for the same elderly membership demographic via a similar subscription model with partner discounts, though operating at a national rather than regional scale.

Broad incumbents

• Humanitas (Netherlands): Large Dutch volunteer-driven nonprofit providing companionship, caregiver support, and home-based services for seniors and vulnerable groups. Directly comparable as it serves the same elderly/caregiver population through a similar membership-style and volunteer-supported model in the Netherlands.
• Nationaal Ouderenfonds (NOF): National Dutch charity funding activities and services to combat loneliness among the elderly. A broad-incumbent peer because it pursues an overlapping mission (senior wellbeing and social connection) through complementary channels (grants, charitable programs) rather than direct subscription membership.

Emerging players

• Saar aan Huis: Dutch service providing in-home companion and respite care for seniors and relief for family caregivers. Comparable because Kruiswerk actually has Saar aan Huis as one of its sub-brands, and the broader Saar aan Huis organization overlaps with Kruiswerk's caregiver relief value proposition in adjacent regions.
• Unie Van Vrijwilligers (UVV): Dutch volunteer organization supporting vulnerable elderly people through home visits, small services, and social engagement. Comparable to Kruiswerk because it provides similar small-scale, volunteer-supported senior services, though with a less commercialized membership/benefits structure.

Regional players

• Zorgbelang Nederland: Dutch patient and consumer interest organization supporting clients navigating healthcare, Wmo, and caregiver support systems. Comparable to Kruiswerk's Ondersteuning keukentafelgesprek and Financieel adviseur offerings, but operates as advocacy/support rather than a benefits-discount membership model.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/kruiswerk
• YouTubeyoutube.com/channel/UC-fJ0tSVkHPvaRulsBE0cvw
• Facebookfacebook.com/kruiswerkachterhoekenliemers
• LinkedInlinkedin.com/company/kruiswerk
• Instagraminstagram.com/kruiswerk.nl

Compliance2 records

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 Kruiswerk