Coaching Hanneke de Jong

What Coaching Hanneke de Jong does

Coaching Hanneke de Jong is a sole-proprietorship personal coaching and counseling practice based in Harderwijk, Netherlands, operating continuously since 1998 — initially as AanZ, bureau voor coaching en training, and rebranded to its current personal brand in 2018 following what the founder describes as a personal process. The firm offers three core services: individual coaching for personal and professional development, individual counseling that explores the origins of behavior, thoughts, and feelings, and intervisie (peer-group) coaching for professionals and teams. Its underlying "technology" is a therapeutic methodology integrating Positive Psychology, Acceptance and Commitment Therapy, Transactional Analysis, Voice Dialogue, and body-aware approaches, supported by a proprietary "Reflectieverslag" practice in which both client and coach write reflection reports after each session.

The business operates as a one-person practice with no employees, subsidiaries, or external investment. Pricing is simple and disclosed: €80 per hour for individual coaching/counseling sessions, which average 1.5 hours, with a sliding-scale option for students and budget-constrained individuals and bespoke half-day or longer proposals for corporate intervisie and team coaching. Distribution is regional, channeled through the hannekedejong.com website and direct phone/email contact, with a complimentary 30-minute telephone consultation as the qualifying step before paid work begins. Geographic scope is Gelderland/Netherlands with no claim of broader reach.

The customer base consists of individual adults seeking personal or professional development and corporate/organizational clients purchasing team coaching and intervisie; disclosed testimonials skew heavily toward Dutch healthcare organizations (hospital managers, psychiatric team leaders, IT executives) and government (projectmanager gemeente), which is consistent with the founder's prior career as a nurse, psychiatric nurse, co-therapist, and account manager. The practice is bound by the NVTA and LVSC professional codes and GDPR/AVG privacy compliance. There are no funding rounds, no M&A activity, no product launches beyond the initial service portfolio, and no proprietary technology platform beyond the coaching methodology itself.

Name

Coaching Hanneke de Jong

Legal name

Hanneke de Jong Persoonlijke Coaching

Website

https://hannekedejong.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Coaching Hanneke de Jong is a sole-proprietorship personal coaching and counseling practice in Harderwijk, Netherlands, offering individual coaching, counseling, and intervisie (peer-group) coaching to adults and corporate clients in healthcare and government, founded in 1998.

Ownership category

akta.pro rank

Product category

Professional Coaching Services

NAICS

Other Personal Services (8129), All Other Personal Services (812990), Professional and Management Development Training (61143)

SIC

Services-Personal Services (7200)

akta.pro primary industry

General Personal Training (In-Person & Virtual) (HSADAAAA)

Keywords

• Personal coaching services
• Individual counseling sessions
• Intervisie coaching
• Professional development coaching
• Team coaching services

Headquarters

HQ city

Harderwijk

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. Individual Coaching and Counseling Sessions: Per-session fees for individual coaching and counseling. Sessions average 1.5 hours. A sliding-scale rate is offered for students and individuals with limited budgets. Corporate and organizational clients receive bespoke proposals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Coaching Hanneke de Jong is a sole proprietorship that delivers one-on-one personal coaching and counseling, as well as intervisie (peer group) and team coaching sessions. The practice operates from Harderwijk, Netherlands, and is led personally by Hanneke de Jong, with sessions conducted in person, by phone, or via video. Services are billed per session (€80 per hour as standard) or via bespoke half-day/multi-day rates for organizational clients.

Product overview

Coaching Hanneke de Jong is a personal coaching practice offering three interconnected services: Individuele Coaching for personal and professional development, Individuele Counseling for deeper exploration of behavioral origins and emotions, and Intervisie Coaching for team and peer learning. The practice operates as a sole proprietorship founded in 2018 (following the predecessor business AanZ started in 1998), providing one-on-one sessions at €80 per hour and team coaching through half-day rates.

Differentiator

Problem solved

Functional benefit

Products and services

• Individuele Coaching (Individual Coaching) One-on-one personal coaching aimed at professional and personal development; helps clients gain overview, experience greater control and agency, and move from restlessness toward clarity and direction. Sessions average 1.5 hours at €80 per hour, with a sliding-scale rate available for students and individuals on limited budgets.
• Individuele Counseling (Individual Counseling) One-on-one counseling that goes a step further than coaching by examining the origin of behavior, thoughts, and feelings and their consequences in the present. Targeted at clients dealing with deeper emotional patterns, including 'oud zeer' (old pain), relational difficulties, low self-esteem, perfectionism, and existential questions.
• Intervisie Coaching (Peer Group / Team Coaching) Facilitated intervisie (peer consultation) coaching for groups of 4-8 colleagues or professionals who learn from each other by discussing real work questions and cases; also delivered as team coaching and leadership development to corporate and organizational clients via bespoke half-day or multi-day proposals.

Quantifiable outcome

• Average 5–8 sessions for clients to get back on track
• +1 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• NVTA (Nederlandse Vereniging voor Transactionele Analyse)minorOthersHanneke de Jong adheres to the NVTA Code of Conduct as a TA coach/counselor. The NVTA is a Dutch professional association for Transactional Analysis practitioners. Membership implies compliance with professional standards and ethical codes governing coaching and counseling practice.
• LVSC (Landelijke Vereniging voor Supervisie en Coaching)minorOthersThe LVSC is a Dutch national association for supervision and coaching professionals. Hanneke de Jong is bound by the LVSC professional code as a personal coach-counselor, team coach, and supervisor.
• AanZ (AanZ, bureau voor coaching en training)minorOthersAanZ was Hanneke de Jong's original business (started in 1998), which stood for 'aanzet voor iets nieuws' (a start for something new), growth, and change. She transitioned from AanZ to the current Hanneke de Jong Persoonlijke Coaching brand in 2018. This is a historical predecessor entity, not an active external partnership.

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• De Baak Training & Coaching: Leading Dutch leadership development and executive coaching organization. Overlaps with Hanneke's individual counseling/coaching and corporate team coaching offerings, but operates at significantly larger scale with multiple practitioners.
• CoachHub: Europe-based digital coaching platform offering 1:1 coaching and team coaching to enterprises. Comparable in underlying coaching methodology and target customer (corporate L&D / HR buyers), with mid-market and enterprise positioning.
• Schouten & Nelissen (Schouten Global): Large Dutch training and development organization offering accredited coaching, supervision, and intervisie programs. Comparable because they deliver individual coaching, team coaching, and intervisie — the same three service lines Hanneke provides — but as a scaled institution with multiple coaches.
• BetterUp: Global leader in coaching and mental fitness platforms for enterprises. Comparable because both deliver 1:1 coaching as a core offering, though BetterUp operates at vastly larger scale and through a tech-mediated marketplace model.

Direct peers

• LifeCoacher.nl: Dutch platform that aggregates individual personal coaches and counselors for B2C and B2B buyers in the Netherlands. Closest geographic and product-market overlap with Hanneke's individual coaching/counseling service.

Others

• International Coaching Federation (ICF): Global professional association that sets coaching standards and credentials. Comparable as the broader ecosystem enabler — Hanneke aligns with analogous Dutch bodies (LVSC, NVTA), and ICF represents the international counterpart anchoring the same professional standards market.

Regional players

• TalentFirst Coaching: Dutch boutique providing executive coaching and team coaching with mid-market and corporate clients in the Netherlands. Directly comparable offering mix (individual + team coaching) and Dutch regional focus.

Emerging players

• Noonii (now Springup): Dutch platform matching individuals and organizations with vetted coaches. Comparable to Hanneke's customer segments (individual professionals and corporate clients in the Netherlands), though operating as a marketplace rather than solo practice.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aanz

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 Coaching Hanneke de Jong