Allemaal Aafje

What Allemaal Aafje does

Allemaal Aafje is a Dutch membership service for seniors and informal caregivers (mantelzorgers), operating under the Aafje care organization. Founded in 2014 and headquartered in Barendrecht, the company offers an annual subscription at €21.50 per year that gives members access to a curated network of partner-provided services, including mobility aids (Vegro), meal delivery (Apetito, Vers aan Tafel), care products (Medicura), home handyman services, eye care, well-being activities, and personal care advice. The core proposition is a single trusted point of contact that aggregates vetted service providers and offers member-exclusive discounts (such as 10% off day trips and aids, free 13-week loan of mobility equipment, and free advice from customer advisors).

The business model is direct-to-consumer subscription, with members signing up online via direct debit and receiving a digital benefit pass (voordeelpas). Distribution is digital-first (website, Instagram, LinkedIn, Facebook, email newsletter) supplemented by phone support (088 648 1600) and a magazine (Aafje Aangenaam) distributed to approximately 33,000 recipients. The offering also includes a day-trips and vacations program with tour guides and volunteers, a Mantelzorgacademie for caregiver education, and a Company Pass employee-benefit module. There is no proprietary technology platform disclosed; the company operates as a membership and partner-aggregation layer rather than a software product, with no public API, app, or AI/ML capabilities described.

Name

Allemaal Aafje

Legal name

Aafje

Website

https://allemaalaafje.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Allemaal Aafje is a Dutch membership service for seniors and informal caregivers, offering an annual €21.50 subscription that bundles discounts and access to vetted partner services covering mobility aids, meal delivery, home care, and day trips.

Ownership category

akta.pro rank

Product category

Senior care membership services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Social Assistance (624), Other Individual and Family Services (62419)

SIC

Services-Membership Organizations (8600), Services-Help Supply Services (7363), Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Community Resources, Social Services & Transportation Coordination (HLADALAK)

akta.pro secondary industries

Family Caregiver Coaching, Education & Support (HSABAIAI), Active Adult / Senior Community Association Management (BPAJAHAJ)

Keywords

• Elderly care services
• Senior membership programs
• Caregiver support services
• Home care support
• Senior discount benefits

Headquarters

HQ city

Barendrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership subscription at €21.50 per year (less than €2 per month). Members receive access to discounts on partner services, day trips, medical aids, and a benefit pass with exclusive offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Allemaal Aafje is an annual membership service (€21.50 per year) for seniors and informal caregivers in the Netherlands. Members receive access to a curated network of partner service providers offering practical home services, personal care advice, mobility aids (10% off, free 13-week equipment loans), meal delivery, day trips and vacations (10% off), and caregiver education. The company acts as a single trusted point of contact connecting members with vetted partners across household help, healthcare, insurance advisory, and social activities.

Product overview

Allemaal Aafje is a membership service platform for seniors and caregivers in the Netherlands, offering a bundled ecosystem of services to support independent living. The core product is the LedenService (Membership Service) priced at approximately €21.50 per year, which provides access to a network of partners including meal delivery (Apetito, Vers aan Tafel, Maaltijden aan Huis), mobility aids (Vegro), care products (Medicura), and various home services. Additional modules include personal advice, day trips and vacations, well-being services, caregiver support (Mantelzorgacademie), and health insurance advisory (via Alpina). The platform functions as a hub connecting members with third-party service providers while offering member-exclusive discounts and benefits including 10% off day trips and aids, and free loan of mobility equipment. The offering also includes Company Pass for employee benefits and a digital member card (voordeelpas) for accessing discounts.

Differentiator

Problem solved

Functional benefit

Products and services

• LedenService (Membership Service) Annual membership priced at €21.50/year (less than €2 per month) for seniors and informal caregivers in the Netherlands, providing access to a curated partner network offering 10% off day trips and aids, free 13-week mobility equipment loans, free care advice, and a digital voordeelpas (benefit pass).
• Dagtochten en Vakanties (Day Trips and Vacations) Organized day trips and vacation program for seniors, led by tour guides and volunteers, offered with a 10% member discount across the full program.
• Advies (Personal Care Advice) Free personal consultation service providing a trusted point of contact for help and advice at home, helping seniors remain independent and active.
• Welzijn (Well-being) Well-being services designed to help seniors maintain social networks and remain independent and active in society.
• Zorgverzekering (Health Insurance Advisory) Health insurance advisory service delivered in partnership with Alpina to help members find suitable health insurance policies.
• Mantelzorgacademie (Caregiver Academy) Education and support services for informal caregivers (mantelzorgers), helping them navigate elderly care and access respite and practical services.

Quantifiable outcome

• 10% discount on all day trips and vacations
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• VegrocoreChannel Partner/ Reseller/ DistributorVegro provides mobility aids and medical equipment (scooters, rollators, wheelchairs, tricycles) with discounts for Allemaal Aafje members. Members receive 10% discount on products and free loan service for crutches, rollators, and walking frames for 13 weeks.
• apetitocoreChannel Partner/ Reseller/ Distributorapetito delivers frozen or chilled meals to members' homes. Seasonal boxes and special offers are available exclusively for Allemaal Aafje members.
• Vers aan TafelcoreChannel Partner/ Reseller/ DistributorFresh meal delivery service partnered with Allemaal Aafje. Duco Bauwens from Nederland in Beweging! collaborated with Vers aan Tafel on wellness content for seniors.
• Duco BauwensminorStrategic or Co-development PartnerFitness personality from Nederland in Beweging! partnered with Vers aan Tafel and Allemaal Aafje to promote healthy eating and daily movement for seniors.
• Medicura ZorgwinkelminorChannel Partner/ Reseller/ DistributorHealthcare shop offering 50% discount on specific products for Allemaal Aafje members, such as the Visco Combi mattress.
• AlpinaminorChannel Partner/ Reseller/ DistributorInsurance advisor helping members find the right health insurance policy through Allemaal Aafje's partnership.
• Company PassminorGTM or Marketing PartnerExtra benefit partner offering additional discounts and advantages for Allemaal Aafje members.
• Aafje (parent organization)coreStrategic or Co-development PartnerParent organization providing thuiszorg (home care), household support, dagbesteding (day care), referrals, and thuisbegeleiding (home guidance). Allemaal Aafje members can access these services and the Aafje Aangenaam magazine is distributed to approximately 33,000 recipients.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/allemaalaafje
• LinkedInlinkedin.com/company/aafje-gezellig-op-stap
• Instagraminstagram.com/allemaalaafje

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 Allemaal Aafje