Academie voor Coaching en Counselling

What Academie voor Coaching en Counselling does

Academie voor Coaching en Counselling (ACC) is a Dutch private educational institution founded in 1996 that delivers accredited coaching and counselling training programs in the Netherlands and to international students through English-language offerings. The academy is headquartered in Amstelveen and operates classroom locations in Amsterdam, Utrecht, Rotterdam, and Hilversum, with programs delivered in classroom or live-online formats. Its product portfolio is anchored by a two-year practitioner program (Coaching en Counselling Jaar 1 and Jaar 2) built on 13 documented core competencies, complemented by specialization tracks in reintegration coaching, relationship coaching, grief and loss, and addiction recovery, plus short modules covering mental health coaching, practice startup, and coaching with games, and in-company corporate training.

The institution is privately owned by sisters Marian Kok and Paulien Kok, who assumed ownership in 2018 after the original founder's 22-year tenure; there is no venture capital or institutional investment disclosed. Revenue is generated primarily through individual tuition (paid in full, in up to three monthly instalments, or sponsored by employer, UWV, or municipality), supplemented by in-company training contracts. All programs are VAT-exempt under CRKBO registration and hold multiple accreditations including NRTO, LVSC, IAC, SKB, NFG, BLCN, and KABIZ; the ACC is also an official UWV supplier for reintegration training and, from April 2025, is accessible through the UWV framework to Dutch municipal reintegration clients.

The ACC's GTM is predominantly direct-to-consumer via the counselling.nl website, supported by content marketing (blog, self-assessment quiz, study guide), organic social media on Facebook, LinkedIn, and Instagram, an email newsletter, and open days and trial lessons. Institutional sales channels include UWV and municipal procurement and in-company corporate programs. The business is a services organization with no proprietary technology platform; the underlying tech stack comprises standard marketing and compliance tooling (Google reCAPTCHA, Mailchimp, Cookiebot, Easy-LMS) and no AI/ML capability is described.

Name

Academie voor Coaching en Counselling

Legal name

Academie voor Coaching en Counselling

Website

https://counselling.nl

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Academie voor Coaching en Counselling is a Dutch private educational institution, founded in 1996 and owned by Marian and Paulien Kok since 2018, that delivers accredited coaching and counselling training programs to aspiring and practising professionals in the Netherlands and internationally via classroom and live-online formats.

Ownership category

akta.pro rank

Product category

Professional Coaching Education

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAAALAD

Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE)

Education/Adult & Continuing Education/Professional Licensure & Continuing Professional Education (CE/CPE)

Keywords

• Coaching education
• Counselling training
• Professional certification
• Vocational education
• Reintegration coaching

Headquarters

HQ city

Amstelveen

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tuition fees for training programmes: The ACC generates revenue primarily through tuition fees charged for its coaching and counselling training programmes. Fees are invoiced after registration and can be paid in full, in up to 3 monthly instalments, or by employer/UWV/city council. Courses are exempt from VAT.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Academie voor Coaching en Counselling (ACC) is a private Dutch training institute that delivers accredited practitioner programmes in coaching and counselling. Its core offering is a two-year foundational programme (Coaching en Counselling Jaar 1 and Jaar 2) available in Dutch and English in classroom and live online formats, complemented by one-year specialisations (reintegration coaching, relationship coaching, grief and loss, addiction recovery) and shorter skill modules, plus incompany corporate training and ICF-accredited supervision/mentor coaching.

Product overview

Academie voor Coaching en Counselling (ACC) is a Dutch coaching and counselling education institute founded in 1996, offering a comprehensive portfolio of training programs. The core offering consists of two-year practitioner programs (Jaar 1 and Jaar 2) in Coaching and Counselling, available in both Dutch and English, as classroom or live online formats. These foundational programs are complemented by specialized one-year tracks including Re-integratiecoach en Tweede Spoor Coach, Relatie Coaching en Counselling, Rouw en Verlies Coach, and Verslaving en Recovery Coaching en Counselling. Short modules covering topics like starting a coaching practice, professional coaching for mental health challenges, and coaching with games provide targeted skill development. ACC also offers incompany corporate training and ICF-accredited supervision/mentor coaching services for professional development. All programs combine theory, practice, and personal development and are accredited by NRTO, CRKBO, LVSC, IAC, SKB, NFG, BLCN, and KABIZ.

Differentiator

Problem solved

Functional benefit

Products and services

• Coaching en Counselling Jaar 1

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Dutch Municipalities (Gemeenten)coreStrategic or Co-development Partner · 1 April 2025From April 2025, Dutch municipalities can procure training services for their reintegration clients through the UWV Procurement Framework for Training Services, which is open to UWV-affiliated suppliers including the ACC.
• UWV (Uitvoeringsinstituut Werknemersverzekeringen)coreStrategic or Co-development PartnerThe ACC is an official supplier (preferred supplier) registered with the UWV, which means its training programmes are included in UWV's procurement framework for reintegration and reskilling services. This enables UWV career coaches and reintegration advisers to purchase ACC training for their clients. From April 2025, municipal clients can also procure ACC training through this framework.
• NRTO (Nederlandse Raad voor Training en Opleiding)coreOthersThe ACC is an active member of the NRTO, the Dutch branch organisation for private education and training. The ACC adheres to the NRTO's General Terms and Conditions and Code of Conduct, and is affiliated with the Stichting Geschillencommissie Consumentenzaken for dispute resolution.
• Stichting Geschillencommissie Consumentenzaken (Dutch Foundation for Consumer Complaints Boards)minorOthersThrough its NRTO membership, the ACC is affiliated with the Dutch Foundation for Consumer Complaints Boards, providing an independent external dispute resolution mechanism for consumers.
• International Association for Counselling (IAC)coreOthersThe ACC has been certified by the IAC (International Association for Counselling), providing an international quality mark in the field of counselling and enabling graduates to practice internationally within the IAC framework.
• Landelijke Vereniging voor Supervisie en Coaching (LVSC)coreOthersThe ACC's Year 1 and Year 2 programmes are officially certified by the LVSC. Graduates can register as Register Coach with the LVSC; during studies, students can register as aspirant-registercoach.
• Stichting Keurmerk Beroepsscholingen (SKB)coreOthersSKB accreditation confirms the quality of ACC's professional training programmes against established industry standards.
• Beroepsvereniging Leefstijlcoaches Nederland (BLCN)minorOthersBLCN accreditation for ACC's lifestyle coaching programmes, enabling graduates to practice as recognized lifestyle coaches in the Netherlands.
• Kwaliteitsregistratie en Accreditatie Beroepsbeoefenaren (KABIZ)minorOthersKABIZ registration and accreditation for professional practitioners trained at the ACC.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• NCOI Opleidingsgroep: Large Dutch professional education provider covering management, coaching, HR, and vocational training. Comparable because it serves the same Dutch professional development market with accredited programmes, though it is a broad education group rather than a coaching-focused specialist like ACC.
• Schouten & Nelissen: Largest Dutch training and coaching institute with a broad portfolio spanning leadership, coaching, and personal development. Comparable because it operates accredited training programmes in the same Dutch market and overlaps on coaching skills development, though at much larger scale and across many categories beyond counselling.
• De Baak: Established Dutch training centre for leadership and coaching, founded on similar adult-education principles to ACC. Comparable because it delivers coaching training programmes to Dutch professionals and corporate clients, though it focuses primarily on leadership and organisational coaching rather than ACC's counselling specialisations.

Direct peers

• Impres: Dutch organisation providing coaching training and HR-related professional development. Comparable because it delivers accredited practitioner coaching programmes in the Dutch market, overlapping with ACC's B2C and incompany training motions.
• Phoenix Opleidingen: Dutch training provider offering accredited coaching and counselling education programmes in the Netherlands. Comparable because it serves the same Dutch practitioner-training market with overlapping curricula in coaching, counselling, and personal development.
• NOAM Academy: Dutch academy offering practitioner-level coaching and counselling training with similar multi-year programme structures. Comparable because it directly competes with ACC for Dutch-speaking aspiring coaches, offering comparable ICF-aligned practitioner education.
• NLP Academy Nederland: Dutch training provider specialising in NLP and coaching certification programmes. Comparable because it targets the same Dutch-speaking aspiring-coach segment with practitioner-level certifications and overlapping curriculum themes (communication, personal development, professional practice).
• Coaches Training Institute (CTI): International coaching certification school offering ICF-aligned coach training programmes at multiple levels. Comparable because it delivers practitioner-level coach training leading to ICF certification, the same end-credential that ACC's Accelerated Mentor Coaching Trajectory targets.

Others

• European Mentoring and Coaching Council (EMCC): European-level accreditation body for coaching and mentoring practitioners and training providers. Comparable as an adjacent ecosystem player whose accreditation frameworks overlap with the regulatory landscape (LVSC, NRTO, IAC) that ACC operates within.
• International Coach Federation (ICF): Global accreditation body for professional coaches that issues the ICF credentials ACC graduates pursue. Comparable as a key ecosystem participant whose standards shape ACC's curriculum design, mentor coaching offerings, and student value proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Academie-voor-Coaching-en-Counselling-306182420059434
• LinkedInlinkedin.com/school/academie-voor-coaching-en-counselling
• Instagraminstagram.com/academiecoachingcounselling

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Academie voor Coaching en Counselling