Heart at work

What Heart at work does

Heart@Work is a Belgian career coaching center (loopbaancentrum) headquartered in Brasschaat, Antwerp province, with a distributed network of affiliated career coaches (loopbaancoaches) covering all Flemish provinces and Brussels. Founded in 2019 and led by co-founders Ariane Verrijken (Bestuurder/Administrator) and Gerlinde Cooymans (Loopbaancoach), the company delivers individual career coaching trajectories of 4 to 7 hours per client, targeting employed individuals (werknemers) facing job dissatisfaction, stress, or reorientation needs, as well as self-employed professionals and entrepreneurs (zelfstandigen en ondernemers) seeking business development or relief from entrepreneurial burnout.

The company's core offering, Loopbaanbegeleiding (career coaching), is delivered entirely through human coaches using established coaching methodologies including Gestalt, NLP, transpersonal development, and equine-assisted techniques — there is no proprietary technology, mobile app, or digital platform underpinning the service. A secondary revenue stream is the Academy (COACH-opleiding), a 5-day in-person coach training program (€1,500 excl. VAT) with an optional 1-day career coaching module (€250 excl. VAT), which functions as a talent pipeline for the affiliated coach network.

Heart@Work operates as a VDAB-recognized career center, making its core coaching eligible for government subsidy via the loopbaancheque system — clients with 7+ years of work experience pay only €45 per voucher for 4 or 3 hours of coaching respectively (7 hours total for €90), with the Flemish public employment service covering the balance. The business model is sales-led with a community-led coaching affiliation layer: free intake conversations drive conversion to subsidized trajectories, while the Academy trains new coaches who can join the network. Revenue concentration risk is structurally tied to the VDAB voucher program despite a fragmented individual end-customer base.

Name

Heart at work

Legal name

Heart@Work

Website

https://heartatwork.be

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Heart@Work is a VDAB-recognized Belgian career coaching center operating a distributed network of affiliated coaches across Flanders and Brussels, delivering 4–7 hour individual career coaching trajectories (subsidized via VDAB loopbaancheques) and a coach training Academy to employees, entrepreneurs, and aspiring coaches.

Ownership category

akta.pro rank

Product category

Career Coaching Services

NAICS

Professional and Management Development Training (611430), Professional and Management Development Training (61143)

SIC

Services-Employment Agencies (7361), Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAAAKAO

Career Coaching, Mentoring & Placement Support Services

Education/Adult & Continuing Education/Career Readiness & Employability Skills (Resume, Interview, Workplace Skills)

SECONDARYBPACAOAA

Individual Outplacement & Career Coaching

Business & Public Services/HR, Staffing & Recruitment Services/Outplacement, Career Transition & Workforce Redeployment

SECONDARYEDABAMAM

Coaching, Feedback & Mentoring Skills

Education/Corporate Training & Professional Development/Soft Skills Development

Keywords

• Career coaching services
• Career counseling
• Professional development coaching
• Coach training programs
• Loopbaanbegeleiding

Headquarters

HQ city

Brasschaat

HQ country

Belgium

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Career Coaching Services: Individual career coaching trajectories delivered by affiliated coaches. Services subsidized through VDAB loopbaancheques (government vouchers). Clients receive 7 hours of coaching for €90 through the voucher system.
2. Coach Training Programs: Training programs for aspiring career coaches and managers. 5-day core training (€1500 excl. VAT) plus optional career coaching module (€250 excl. VAT). Training includes syllabus and feedback sessions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Heart@Work is a VDAB-recognized career coaching center delivering individual loopbaanbegeleiding (career coaching) trajectories of 4 to 7 hours per client through a network of affiliated coaches across Flanders and Brussels, paid via VDAB loopbaancheques (government career vouchers). The organization also runs an Academy offering a 5-day coach training program plus an optional 1-day career coaching module, which certifies aspiring coaches and feeds new affiliated coaches into the Heart@Work network.

Product overview

Heart@Work operates as a career counseling services company offering two main products: individual Loopbaanbegeleiding (career coaching) sessions and the Academy (coach training program). The career coaching service is the core offering, delivered by a network of experienced coaches across Flanders who guide clients through subsidized career voucher trajectories. The Academy is an add-on training module for those wanting to become certified coaches or develop coaching skills for personal development.

Differentiator

Problem solved

Functional benefit

Products and services

• Loopbaanbegeleiding (Career Coaching / Counseling) Individual career counseling service consisting of a minimum of 4 and maximum of 7 hours of one-on-one coaching, delivered by VDAB-recognized career coaches across Flanders and Brussels. Designed for employees and self-employed professionals who want to discover concrete steps toward a satisfying work situation, using VDAB loopbaancheques so clients pay only €45 per cheque (7 hours total for €90).
• Academy — COACH-opleiding (Coach Training Program) Professional coaching certification program consisting of a 5-day core training plus an optional 1-day career coaching module, designed for aspiring career coaches, managers seeking coaching skills, and starting coaches. Graduates gain frameworks and feedback sessions, and successful graduates can affiliate with the Heart@Work network. Priced at €1,500 excl. VAT for the core program and €250 excl. VAT for the optional module.

Quantifiable outcome

• 163,000+ Flemish residents have used loopbaancheques since 2013, demonstrating market adoption
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• VDAB (Vlaamse Dienst voor Arbeidsbemiddeling)coreStrategic or Co-development Partner · 1 January 2013VDAB is the Flemish public employment service that administers the loopbaancheque (career voucher) system. Heart@Work is an officially recognized career center by VDAB, enabling clients to access subsidized career coaching services. This partnership is fundamental to their business model, allowing clients to receive 7 hours of coaching for €90 through government subsidies.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• BetterUp: Global digital coaching platform offering on-demand career and leadership coaching; represents a technology-enabled, scalable alternative that threatens traditional in-person coaching models like Heart@Work's.
• CoachHub: Digital coaching platform operating across Europe that delivers career and leadership coaching via technology — comparable end-customer outcome to Heart@Work but with substantially different, scalable delivery model.

Broad incumbents

• EZRA (LHH): LHH-owned digital coaching provider offering enterprise-scaled coaching programs; competes for the same corporate manager-development budgets that Heart@Work's Academy targets.
• VDAB Career Centers (broader network): The Flemish public employment service itself, which administers the loopbaancheque subsidy system that Heart@Work depends on; it sets the policy environment and indirectly competes via affiliated public providers.
• HRCG (HR Companie Group): Established Belgian HR services group offering career coaching, outplacement, and talent development across a broader portfolio — overlapping with Heart@Work's career-coaching offering but at significantly larger scale.

Direct peers

• Talentoo: Belgian outplacement and career-coaching firm operating in Flanders, offering comparable career-transition services to corporate and individual clients alongside Heart@Work.
• Resoluut: Belgian VDAB-recognized loopbaancentrum offering subsidized career coaching to Flemish employees and entrepreneurs, directly competing for the same loopbaancheque-driven customer base as Heart@Work.
• Career Factory: Flemish VDAB-recognized career center running subsidized loopbaancheque trajectories across Belgium, competing head-to-head with Heart@Work for VDAB-funded individual coaching engagements.
• Intacto: Belgian career coaching and outplacement firm recognized by VDAB, providing subsidized loopbaanbegeleiding trajectories — a direct channel and product competitor to Heart@Work in Flanders and Brussels.

Regional players

• Vlerick Business School: Leading Belgian executive education institution offering leadership and management development programs; competes for Flemish manager-training budgets where Heart@Work's Academy also plays.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/heartatworkbe
• Instagraminstagram.com/heart_at_work_loopbaancoaching
• LinkedInlinkedin.com/company/heartatworkbe

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Heart at work