De Goede - Specialist in verzekeringen en hypotheken Heerenveen / RegioBank Wolvega

What De Goede - Specialist in verzekeringen en hypotheken Heerenveen / RegioBank Wolvega does

De Goede Financieel Specialist B.V. is a privately held, independent financial advisory firm headquartered in Heerenveen, Friesland, Netherlands, with a second office in Wolvega. Founded in 1948 by Otto Jan de Goede and now in its third generation of family ownership under current owner Bart Lindenhovius (who took over in 2007), the firm advises private individuals and small and medium-sized businesses on mortgages (first-home purchase, refinancing, equity withdrawal, sustainability improvements, rental property), personal and commercial insurance (auto, home, contents, liability, legal expenses, travel, health, boat, bicycle), financing (personal loans, revolving credit, business financing, financial leasing), and retail banking services delivered through an ASN Bank self-employed advisor arrangement at the Wolvega branch. The business operates with roughly nine staff across the two physical locations and emphasizes fully independent recommendations drawn from multiple financial product providers, with no bank, insurer, or other provider holding voting rights or shares.

The firm's revenue model is professional services-based: income is generated through commissions from financial product providers and advisory fees, with the first consultation offered free of charge and no published pricing tiers. Go-to-market is sales-led and relationship-driven, with customers acquired through community events and sponsorships, content marketing on the firm's website, organic social media (Facebook, Instagram, LinkedIn, YouTube, WhatsApp), referral networks, and prominent third-party review platforms where De Goede carries a 9.8 average rating from over 600 customers on advieskeuze.nl. Service delivery combines face-to-face consultations at the two branches (Mon-Fri 09:00-17:15) with an online self-service portal at degoede.klantportaal.net and online appointment booking. The firm uses internal digital systems intended to minimize administrative workload and maximize customer-facing time, but no proprietary AI, model, or automation stack is described.

De Goede operates within a tightly defined regional footprint in the Friesland province, with no disclosed expansion beyond its two existing locations and no external funding, M&A, or investor activity on record. The firm has collected notable industry recognition, including a VVP Advies Award 2025 nomination among the top 3 medium-sized advisory offices in the Netherlands (selected from over 160 nominations), a 'Beste Advies Kantoor van Nederland 2025' designation with a 9.9 score, the 'De Groene Opsteker' sustainability recognition from ASR, and Consumentenbond top-3 rankings for its ASN Bank/RegioBank partners. Headcount trends indicate active but modest scaling, with three new colleagues joining in 2023, a Team Manager (Marijke Schrale) added in March 2024, and a Zakelijk Financieel Specialist (Marijn van Olst) hired on 1 May 2024 to support the business-client segment.

Name

De Goede - Specialist in verzekeringen en hypotheken Heerenveen / RegioBank Wolvega

Legal name

De Goede Financieel Specialist B.V.

Website

https://de-goede.nl

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1–10 employees

Short description

De Goede Financieel Specialist B.V. is an independent Dutch family-owned financial advisory firm in Friesland, advising private individuals and SMBs on mortgages, personal insurance, financing, and banking services through two offices and an ASN Bank partnership.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory (Mortgages, Insurance, Financing & Banking)

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Mortgage advisory
• Personal insurance
• Business financing
• Banking advisory
• Independent financial advice

Headquarters

HQ city

Heerenveen

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, Others

Revenue model

1. Financial Advisory Services: Provides advisory services for mortgages, insurance (auto, home, contents, liability, legal, travel), financing (personal loans, revolving credit, business financing, financial lease), and banking services. Revenue is generated through commissions from financial product providers and advisory fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

De Goede is an independent financial advisory firm that provides personalized advice on mortgages, personal and business insurance, consumer and business financing, and banking products through two physical offices in Heerenveen and Wolvega (Friesland, Netherlands). The firm operates as a self-employed ASN Bank advisor and works with multiple mortgage, insurance, and financing providers while remaining fully independent, generating revenue through advisory fees and commissions from product providers.

Product overview

De Goede is a financial advisory services firm offering a comprehensive suite of financial products through a unified advisory approach. The core offerings include mortgage advisory services (covering first home purchases, equity withdrawal, new construction, renovation, sustainability improvements, and rental mortgages), personal insurance products (auto, home, contents, liability, legal expenses, travel, health, boat, and bicycle insurance), financing solutions (personal loans, revolving credit, business financing, and financial lease), and banking services through ASN Bank and RegioBank partnerships. The company also provides an online self-service portal. All services are delivered through independent financial advisors at two locations (Heerenveen and Wolvega), emphasizing personalized financial growth advice with a mission of helping clients financially grow.

Differentiator

Problem solved

Functional benefit

Products and services

• Hypotheekadvies (Mortgage Advisory) Comprehensive mortgage advisory for private individuals covering first home purchases, moving to a new home, equity withdrawal, new construction, renovation, sustainability improvements, and rental property mortgages.
• Particuliere Verzekeringen (Personal Insurance) Personal insurance products for individuals covering car, home contents, homeowners, liability, legal expenses, travel, health, boat, and bicycle insurance.
• Financieringen (Financing) Financing solutions including personal loans, revolving credit, business financing, and financial leasing services for individuals and businesses.
• Bankzaken - ASN Bank/RegioBank (Banking Services) Banking services delivered through De Goede's role as an independent ASN Bank (formerly RegioBank) self-employed advisor, providing local bank accounts, savings, and payments services to individuals and SMBs.
• Zorgverzekering (Health Insurance Advisory) Health insurance advisory service, including an annual zorgcheck (health check), to help clients select the most suitable health-insurance coverage each year.

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• ASN Bank (formerly RegioBank)coreChannel Partner/ Reseller/ DistributorDe Goede's Wolvega branch operates as a self-employed ASN Bank advisor (previously RegioBank). ASN Bank is part of de Volksbank holding company along with SNS. The transition from RegioBank to ASN Bank is ongoing, with both brands eventually merging under the ASN Bank name.
• Nh1816 InsuranceminorStrategic or Co-development PartnerDe Goede co-publishes ZEST Magazine with Nh1816 insurance company. The magazine features interviews, travel content, member benefits, and promotional campaigns for both organizations.
• Van der Valk Hotel WolvegaminorStrategic or Co-development PartnerCollaborated on a Christmas dinner crowdfunding initiative for lonely elderly people in Wolvega. Van der Valk provides the venue and catering for the community event.
• Multiple Financial Product ProviderscoreChannel Partner/ Reseller/ DistributorDe Goede works with the best providers in mortgages, insurance, and financing markets while maintaining full independence from all of them. No bank, insurer, or other financial product provider holds voting rights or shares in the company, ensuring unbiased advice.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• De Hypotheker: The largest mortgage broker chain in the Netherlands with a national network of independent advisors. Directly comparable as a multi-product financial intermediary offering mortgage advice, insurance, and related services to Dutch consumers through local offices.
• Tulp Hypotheken: Dutch mortgage broker and financial services intermediary with a national network of independent advisors. Comparable to De Goede's mortgage advisory business model and customer base of prospective and existing homeowners.
• Van Bruggen Adviesgroep: Dutch independent financial advisor offering mortgages, insurance, and financial planning through local offices. Comparable to De Goede as a similarly structured independent advisory firm serving both private and business clients in regional markets.
• Meeùs: Aon-owned Dutch insurance and financial services broker with a network of regional offices. Provides comparable insurance brokerage, risk advisory, and financial planning services to both individual and SME customers across the Netherlands.
• Hypotheek Visie: National Dutch mortgage broker franchise with local advisor offices. Competes directly with De Goede in the mortgage advisory category and serves a similar segment of Dutch consumers seeking independent home financing advice.

Broad incumbents

• Rabobank: Largest Dutch bank with extensive local branch network offering mortgages, insurance, and banking services. Competes with De Goede for the same household financial-services wallet, though as a broad incumbent with tied agents rather than independent advisors.
• ING: Major Dutch bank offering mortgages, insurance, and investment products through digital and physical channels. Represents the broad-incumbent competitive pressure on independent advisors like De Goede, particularly in the mortgage category.
• a.s.r. Nederland: Major Dutch insurance and asset management group and a key product partner of De Goede (recognized the firm with the 'De Groene Opsteker' sustainability award). Serves as both a supplier of insurance products and a competitor through its direct channels.
• Nh1816: Dutch mutual insurance company and active partner of De Goede, with whom the firm co-publishes the ZEST magazine. Functions as both a product supplier and broad insurance carrier in the Dutch market.

Emerging players

• Independer: Leading Dutch online comparison and advisory platform for insurance, mortgages, and financial products. Represents the digital alternative to traditional advisory offices like De Goede, increasingly used by Dutch consumers to research and purchase financial products.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/degoede
• YouTubeyoutube.com/channel/degoede
• Facebookfacebook.com/degoede
• LinkedInlinkedin.com/company/degoedeheerenveen
• Instagraminstagram.com/degoede

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 De Goede - Specialist in verzekeringen en hypotheken Heerenveen / RegioBank Wolvega