AVV: De Democratische Vakbond

What AVV: De Democratische Vakbond does

AVV: De Democratische Vakbond is a Dutch labor union (vereniging/nonprofit association) founded on 21 September 2005 by Martin Pikaart and Mei Li Vos as an alternative to traditional Dutch trade unions, with a stated focus on flex workers, young employees, and freelancers. The union's distinguishing feature is its 'draagvlakmodel' (consensus model), which allows both members and non-members covered by a collective labor agreement (CAO) to participate in and vote on negotiated agreements—a structural departure from conventional Dutch union practice. AVV is active in 26 sectors, including aviation (KLM, Transavia, Corendon, CHC, Groningen Airport Eelde), retail (ANWB, Ricardo, Consumentenbond), healthcare (kraamzorg, zelfstandige klinieken, mondzorg), pharmaceuticals (Teva, Bilthoven Biologicals, Curium Pharma, Mediq, Brocacef), government (provincial sector), public transport (RET), and defense (Saab), covering approximately 150,000 employees. Operations are run by only 10 staff—negotiators, communications, IT, a voting coordinator, and a lawyer—supported by an external service organization for secretariat and member administration.

The union's revenue model is four-pronged: annual membership fees (20.5% of income) via a tiered subscription of €32-€96 per year, subsidies from sector funds (45.1%), direct employer contributions known as 'vakbondstientjes' (33.1%), and meeting attendance fees (1.4%). Personnel costs in 2024 totaled €563,166. Digital infrastructure consists of the avv.nu website for member registration, CAO panel signup, and voting, with voting integrity handled by independent bureau Labyrinth Onderzoek & Advies and SMS verification through Messagebird. The board comprises five members—Martin Pikaart (chairman), Michelle Rijntjes (secretary), Han Baartmans, Sara Wieclawska, and Huub Brouwer (treasurer, stepping down end of June 2026 to avoid conflict of interest). Strategic partnerships include the 2021 Social Accord with ONL voor Ondernemers and VZN (the first tri-partite Dutch labor agreement involving employers, employees, and self-employed), and the union runs the MZ-Platform for works council coordination and OR-Versterking for individual works council support, alongside a sustainable pension advocacy program. The organization also secured a significant 2026 court ruling classifying platform Temper as a uitzendbureau.

Name

AVV: De Democratische Vakbond

Legal name

AVV: De Democratische Vakbond

Website

https://avv.nu

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

AVV: De Democratische Vakbond is a Dutch labor union founded in 2005 that uses a consensus model allowing both members and non-members to vote on collective labor agreements, operating across 26 sectors covering approximately 150,000 employees in the Netherlands.

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership contributions: Annual membership fees from members. AVV uses a tiered contribution system: minimum €32/year, standard €64/year, and higher €96/year. Some sectors like KLM, Transavia, and Corendon have company-specific monthly rates. This represents 20.5% of total income.
2. Sector fund subsidies: Subsidies from sector funds (bedrijfstakfondsen) where AVV is active as a CAO partner. These funds are contributed by employers in various sectors. This represents 45.1% of total income.
3. Employer contributions (vakbondstientjes): Direct contributions from employers as part of social partnership arrangements. These are sometimes called 'vakbondstientjes' (union contributions). This represents 33.1% of total income.
4. Meeting fees (Vacatiegelden): Fees received for participation in meetings and negotiations. This represents 1.4% of total income.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

AVV is a Dutch labor union that negotiates collective labor agreements (CAOs) across 26 sectors and provides union membership services to individual workers. Its core offering is the union membership (starting at €32/year) bundled with the CAO-Panel, a democratic voting system where both members and non-members can register and vote on collective labor agreements via the unique 'draagvlakmodel'. Supporting services include sector-specific helpdesks for employment advice, works council support, and pension reform advocacy.

Product overview

AVV: De Democratische Vakbond is a Dutch labor union offering membership-based services centered around collective labor agreement (CAO) negotiation and democratic participation. The core offering consists of union membership with voting rights through the CAO-Panel, which allows both members and non-members to participate in labor negotiations. Supporting services include the AVV Helpdesk providing sector-specific employment advice, the MZ-Platform for works council coordination, OR-Versterking for works council support, and sustainable pension advocacy services.

Differentiator

Problem solved

Functional benefit

Products and services

• Vakbondslidmaatschap (Union Membership) Annual membership in the AVV labor union starting at €32 per year, providing voting rights on CAO agreements, worker representation in collective labor negotiations, and access to the helpdesk for employment-related advice. Targets individual workers across the 26 sectors where AVV is active.
• CAO-Panel (Collective Labor Agreement Panel) Democratic panel system allowing both members and non-members working in a sector to register, participate in CAO negotiations, and vote on collective labor agreements. Open to all employees in covered sectors, this is the operational expression of AVV's unique 'draagvlakmodel' (consensus model), with voting conducted independently by Labyrinth with SMS verification.
• AVV Helpdesk Specialized helpdesks for workers in specific sectors including florist shops, maternity care (kraamzorg), provincial sector, retail non-food, and independent clinics. Provides advice on employment rights, working conditions, and CAO-related issues. Available to workers in the relevant sectors.
• MZ-Platform (Medewerkers-Zeggenschap Platform) Employee participation platform that brings together works councils from the same sector to provide input for CAO negotiations, share experiences, and discuss current sector developments. Coordinated by Michelle Rijntjes within AVV's organizational structure.
• OR-Versterking (Works Council Strengthening) Support services for works councils covering practical topics such as campaigns, leave rules, reorganizations, communication, and serving as a sounding board for the works council. Aimed at works council members seeking to strengthen their functioning.
• Duurzame Pensioenen (Sustainable Pensions) Advocacy Advocacy program for pension reform, including fair distribution of pensions across generations, better pension options for flex workers and freelancers, and personal pension pots with ownership rights. Led publicly by Chairman Martin Pikaart, author of pension-related books. Aimed at all Dutch workers, particularly younger generations and flex workers concerned about intergenerational subsidy issues.

Quantifiable outcome

• 150,000 employees covered by CAOs where AVV participates
• +2 more outcomes

Named customers20 records

Segments6 records

Ideal customer profiles4 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 support.

• ONL voor Ondernemers (Ondernemersorganisatie voor Ondernemers)coreStrategic or Co-development Partner · 31 May 2021AVV and ONL signed the Social Accord 2021, making it the first agreement in Dutch history involving employers, employees, and self-employed together. The accord addresses labor market reforms based on the Borstlap Commission recommendations. AVV and ONL previously signed the Social Accord 2017, which led to the Work and Balance Act (WAB).
• VZN (Vereniging Zelfstandigen Nederland)coreStrategic or Co-development Partner · 31 May 2021VZN joined AVV and ONL in the Social Accord 2021, representing self-employed workers. The accord addresses issues for freelancers including pension options, fair competition, and social protections.
• Genkgo B.V.supportTechnology or IntegrationThird-party vendor for storage and backups of personal data. AVV has a processing agreement with Genkgo as required by privacy regulations.
• Stichting StaywisesupportTechnology or IntegrationThird-party organization for management of (personal) data. AVV has a processing agreement with Staywise.
• MessagebirdsupportTechnology or IntegrationSMS service provider used for issuing verification codes during voting/stemming procedures. Ensures secure identity verification for CAO voting.
• Labyrinth Onderzoek & AdviescoreImplementation/ SI/ Consulting PartnerIndependent research bureau that conducts CAO voting/stemming procedures for AVV. Labyrinth monitors voting, verifies voter eligibility, and prevents election fraud. Results are published transparently on AVV's website.
• Alt-F4supportTechnology or IntegrationIT services company for maintenance and configuration of in-house voting systems and surveys.
• Various employer organizations across sectorscoreChannel Partner/ Reseller/ DistributorAVV negotiates CAOs with various employer organizations and individual employers across 26 sectors. These relationships are formal social partnership arrangements where AVV represents worker interests.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• AWVN (Algemene Werkgeversvereniging Nederland): The largest Dutch employers' association for CAO negotiations. Sits on the opposite side of the CAO table from AVV and shapes the social-partnership framework in which AVV operates.
• ONL voor Ondernemers: Dutch entrepreneur/employer organization and AVV's Social Accord partner. Not a competing union, but a co-negotiator in social-partnership frameworks that shape CAO outcomes across sectors where AVV is active.
• VZN (Vereniging Zelfstandigen Nederland): Dutch association for self-employed workers (ZZP) that co-signed the 2021 Social Accord with AVV. Addresses the freelancer/ZZP segment adjacent to AVV's flex-worker value proposition.

Direct peers

• FNV (Federatie Nederlandse Vakbeweging): The largest Dutch trade union federation, directly competing with AVV for CAO-negotiation mandates across overlapping sectors (aviation, retail, healthcare). FNV is the dominant incumbent against which AVV's democratic model is differentiated.
• De Unie: A Dutch union focused on individual employee interests and personal service, operating in many of the same sectors as AVV (including healthcare, retail, and government). Comparable mid-size Dutch union with a similar member-services orientation.
• RMU (Reformatorisch Maatschappelijke Unie): A smaller Dutch union representing members from a Christian-reformatory background across multiple sectors. Operates as a niche union in similar CAO territory to AVV.
• CNV (Christelijk Nationaal Vakverbond): The second-largest Dutch trade union confederation, also negotiating CAOs across the same sectors as AVV. CNV competes for the same employer-side partnerships and member pool that AVV targets with its consensus model.
• VCP (Vakcentrale voor Professionals): Dutch union federation focused on professional and knowledge-worker representation, overlapping with AVV's sector footprint in healthcare, government, and specialized industries. Competes for the same CAO mandates and member base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/avvnu
• LinkedInlinkedin.com/company/vakbond-avv
• Instagraminstagram.com/avv_de_democratische_vakbond

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 AVV: De Democratische Vakbond