Hups

What Hups does

Hups B.V. is a Netherlands-based services and marketplace platform founded in 2013 that operates two distinct channels through a single corporate entity: Hups Huishoudelijke Hulp for domestic help and Hups Thuiszorg for home care. The company maintains 33 branches across the Netherlands with its headquarters in Breda and a secondary office in Amsterdam, employing approximately 268 people. Its scale includes more than 15,000 registered profiles on the platform and over 1,000 jobs facilitated per week, positioning Hups as a sizeable national operator in the household services and personal care categories.

The platform generates revenue through three distinct pricing mechanisms: a €3 per hour platform fee, a one-time €39.95 matching fee, and a separate branch service fee. The branch service fee is the most substantive revenue line, particularly on the home care channel where hours are subsidized through partnerships with all four major Dutch health insurers (VGZ, Zilveren Kruis, CZ, and Menzis) and municipal counterparties that channel publicly-funded care demand. The domestic help channel operates more as a consumer marketplace, while the home care channel functions within the regulated Dutch healthcare framework, giving Hups a dual exposure to discretionary household spending and to institutional healthcare budgets.

Underlying technology consists of the marketplace platform itself with anonymized data analysis used for operational insights; no proprietary AI/ML models, research publications, or differentiated algorithmic capabilities are disclosed. The 33-branch physical network functions as the primary distribution asset, providing local presence and trust that pure digital competitors cannot easily replicate in care-adjacent services. The combination of consumer marketplace mechanics on one side and regulated healthcare partnerships on the other creates a hybrid business model with cross-sell potential between casual household help and formal personal care arrangements as household needs evolve.

Name

Hups

Legal name

Hups B.V.

Website

https://hups.nl

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

Hups B.V. is a Netherlands-based two-channel marketplace operating 33 branches that connects households with domestic help and home care professionals, serving consumer clients and Dutch health insurers with 15,000+ profiles and 1,000+ weekly jobs.

Ownership category

akta.pro rank

Product category

Home Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Private Households (814), Other Individual and Family Services (62419)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300), Services-Nursing & Personal Care Facilities (8050), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Live-In Caregiver Placement & Matching (HSABAMAD)

akta.pro secondary industries

Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), In-Home Respite Care (Hourly/Short-Shift) (HSABAGAA), Light Housekeeping & Home Upkeep (Non-Medical) (HSABAAAD), Recurring Housekeeping for Seniors/In-Home Support (HSAEAAAL)

Keywords

• Home care services
• Household help marketplace
• Domestic services platform
• Respite care services
• Caregiver matching

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Per-Hour Hups Fee (Platform Fee): Customers pay a recurring per-hour Hups fee of €3 (including VAT) for every hour a helper works. This covers platform access, billing, administration, and supplementary insurance. This is the primary ongoing revenue driver.
2. One-Time Matching Fee: Customers pay a one-time matching fee of €39.95 when they receive their top-match recommendations. This fee grants access to up to 5 curated top matches. A money-back guarantee applies if no connection is made after contacting all matches.
3. Branch/Service Fee (Hups Vestigingen): When customers are served through a Hups Vestiging (branch), an additional service fee is charged on top of the hourly rate, depending on the type and urgency of the care request. This covers the personal advisory, matching, and ongoing account management provided by the branch.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hups operates a Dutch dual-channel marketplace that connects households seeking domestic help and care services with screened, insured helpers and caregivers. Its self-serve online channel (Hups Online) matches customers for household services such as housekeeping, gardening, and odd jobs, while its 33 physical branches (Hups Vestigingen) provide personalized matching, reimbursement navigation, and care coordination for personal care, dementia care, respite care, night care, and 24-hour care. The platform combines a web-based marketplace (hups.nl, Mijn.hups.nl), automated billing through Online Payment Platform and iDEAL, and bundled insurance coverage for every helper and caregiver.

Product overview

Hups operates a dual-channel platform model: Hups Online is a self-service digital marketplace for matching customers with household helpers (cleaning, gardening, odd jobs), while Hups Vestigingen is a network of 33 physical branch offices offering personalized advisory, matching, and ongoing care management for more intensive support services. The two channels share the same underlying platform (Mijn Hups) and payment infrastructure (Online Payment Platform) but serve different service tiers. On Hups Online, customers pay a €39.95 one-time matching fee plus a €3/hour Hups-fee for cleaning, gardening, and odd-job services governed by the Regeling dienstverlening aan huis. Hups Vestigingen handles higher-acuity care services (personal guidance, companionship, respite care, night care, 24-hour care, and dementia care) that are often reimbursable up to 100% via health insurers, municipalities, or PGB. Hups also supports three reimbursement pathways: health insurer claims, municipality-funded respijt care, and PGB (personal budget) with SVB administration, and offers a training program (Hups Academy) for caregivers.

Differentiator

Problem solved

Functional benefit

Products and services

• Hups Online Self-service digital marketplace where customers post a job, receive up to 5 curated top matches, chat, schedule, and pay through Mijn.hups.nl — fully online without branch involvement.
• Hups Vestigingen Network of 33 physical branches across the Netherlands offering personalized, local advisory, reimbursement checks, and care matching for customers needing care, companionship, and replacement care, served by dedicated branch advisors.
• Huishoudelijke hulp (Household Help) Domestic cleaning service including floor mopping, window cleaning, and household chores, provided from €20/hour through Hups by screened helpers working under the Regeling dienstverlening aan huis.
• Tuinhulp (Garden Help) Garden maintenance service including hedge trimming, weeding, and hoeing, provided from €25/hour through Hups by screened helpers under the Regeling dienstverlening aan huis.
• Klushulp (Odd Jobs Help) Handyman service for tasks such as assembling furniture, hanging pictures, and small repairs, provided from €25/hour through Hups by screened helpers under the Regeling dienstverlening aan huis.
• Vervangende mantelzorg (Respite Care) Temporary replacement care that takes over caregiving duties so family caregivers (mantelzorgers) can rest and recharge, with reimbursement handled via all major Dutch health insurers and municipalities — Hups positions itself as the leading respite care specialist in the Netherlands.
• Persoonlijke begeleiding (Personal Guidance) Personal accompaniment and support including attending appointments, providing structure, shopping together, and providing companionship, often reimbursable up to 100% via health insurer or municipality.
• Dementiezorg (Dementia Care) Specialized at-home care for people with dementia, including support with personal care, memory issues, behavioral changes, and ensuring safety and routine, provided by caregivers trained in various forms of dementia and reimbursable up to 100%.
• 24-uurs zorg (24-Hour Care) Continuous at-home care with a caregiver present day and night, offering full support for personal care, medication, meals, and comfort as an alternative to institutional admission, reimbursable up to 100%.
• Nachtzorg (Night Care) At-home overnight care offered either as a wake/watch service (continuous active supervision) or a sleep-in service (caregiver on-site and intervenes when needed), designed for people with nighttime needs due to physical conditions, dementia, or safety concerns, reimbursable up to 100%.
• Gezelschap (Companionship) Social companionship service providing a listening ear, playing games, or simply spending time together with clients, often reimbursable up to 100%.
• PGB Support Service Reimbursement-assistance service where Hups advisors help customers complete personal budget (PGB) forms or refer them to informal care brokers, and where Hups handles invoicing through the SVB (Sociale Verzekeringsbank) for care funded under Wmo, Wlz, or Zvw.

Quantifiable outcome

• Up to 100% of care service costs reimbursed via health insurer, municipality, or PGB
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature3 records

Partnerships

38 partnerships are on record, tiered core and minor.

• CordaancoreStrategic or Co-development PartnerCordaan is a major Dutch healthcare organization. Hups partners with Cordaan to provide replacement care (respijtzorg) and home support services to Cordaan's client base, helping reduce caregiver burden for families served by Cordaan.
• ZZG ZorggroepcoreStrategic or Co-development PartnerZZG Zorggroep is a Dutch healthcare collective. Hups collaborates with ZZG to deliver replacement care and home assistance, integrating with ZZG's care pathways for shared patients.
• TWB (now part of a larger care network)minorStrategic or Co-development PartnerTWB is a Dutch care organization. Hups works with TWB to coordinate home care services for mutual clients.
• ANBO-PCOBminorStrategic or Co-development PartnerANBO-PCOB is an organization advocating for Dutch seniors. Hups partners to provide home care and companionship services to their member base.
• CareynPluscoreStrategic or Co-development PartnerCareynPlus is a Dutch healthcare provider. Hups collaborates on care coordination and replacement care for shared clients.
• Vivent Langer ThuisminorStrategic or Co-development PartnerVivent Langer Thuis supports seniors living independently. Hups provides home care services as part of Vivent's 'Langer Thuis' (Live Longer at Home) program.
• Hollandse Zorg GroepminorStrategic or Co-development PartnerHollandse Zorg Groep BV is a Dutch healthcare business group. Hups is listed as a partner providing home care and support services to their client network.
• Sante PartnersminorStrategic or Co-development PartnerSante Partners is a Dutch care network. Hups collaborates on delivering home-based care solutions to their clients.
• Zuid&zominorStrategic or Co-development PartnerZuid&zo is a Dutch care/well-being organization. Hups provides supplementary home care services through this partnership.
• Leef3.numinorStrategic or Co-development PartnerLeef3.nu focuses on independent living for Dutch seniors. Hups delivers home care services as part of their care-at-home offering.
• KruiswerkminorStrategic or Co-development PartnerKruiswerk is a Dutch healthcare cooperative. Hups partners to provide home care and support services.
• Viva! Vitaal (Zorggroep)minorStrategic or Co-development PartnerViva! Vitaal is a Dutch care group. Hups collaborates on care-at-home services for their client base.
• Thebe ExtraminorStrategic or Co-development PartnerThebe Extra provides supplementary care services in the Netherlands. Hups supports their home care offering through this partnership.
• Groene KruisminorStrategic or Co-development PartnerGroene Kruis is a historic Dutch healthcare organization. Hups partners for home-based care delivery.
• Allemaal AafjeminorStrategic or Co-development PartnerAafje is a Dutch elder care organization. Hups provides supplementary home care and replacement care services for Aafje's clients.
• meander eXtraminorStrategic or Co-development Partnermeander eXtra is a Dutch healthcare brand. Hups partners for home care services.
• LivioPlusminorStrategic or Co-development PartnerLivioPlus is a Dutch care provider. Hups delivers home-based care and companionship services through this partnership.
• VGZ (Zorgverzekeraar)coreOthersVGZ is one of the largest Dutch health insurers. Hups has formal agreements with VGZ for reimbursement of replacement care (respijtzorg) services, enabling eligible VGZ policyholders to receive Hups care at up to 100% reimbursement.
• Zorg en ZekerheidcoreOthersZorg en Zekerheid is a Dutch health insurer. Hups has reimbursement agreements with Zorg en Zekerheid for replacement care, enabling full or partial coverage for policyholders.
• CZ (CZ Zorgverzekeraar)coreOthersCZ is a major Dutch health insurer. Hups has formal reimbursement arrangements with CZ for respijtzorg (replacement care) under supplemental insurance policies.
• Zilveren KruiscoreOthersZilveren Kruis is one of the largest Dutch health insurers. Hups has reimbursement agreements with Zilveren Kruis covering replacement care services for their supplemental policyholders.
• MenziscoreOthersMenzis is a Dutch health insurer. Hups has formal reimbursement agreements with Menzis for respijtzorg services.
• UnivéminorOthersUnivé is a Dutch health insurer and financial services cooperative. Hups partners with Univé for care reimbursement.
• Nationale-Nederlanden (NN)minorOthersNationale-Nederlanden offers supplemental health insurance. Hups has reimbursement arrangements for replacement care.
• OHRAminorOthersOHRA is a Dutch direct insurer offering supplemental health coverage. Hups is a recognized care provider under OHRA's replacement care reimbursement.
• InterpolisminorOthersInterpolis is a Dutch insurer (part of Rabobank group). Hups partners for care reimbursement under Interpolis supplemental policies.
• DSWminorOthersDSW is a Dutch health insurer known for its affordable policies. Hups has reimbursement agreements with DSW for replacement care.
• a.s.r.minorOthersa.s.r. is a Dutch insurance group. Hups partners with a.s.r. for respijtzorg reimbursement under supplemental health coverage.
• ONVZminorOthersONVZ is a Dutch health insurer focused on supplemental coverage. Hups is recognized as a care partner for ONVZ policyholders seeking replacement care.
• Gemeente Den BoschcoreStrategic or Co-development PartnerThe municipality of Den Bosch (in the province of North Brabant) directly funds Hups replacement care services under the Respijtzorg Thuis scheme, enabling eligible caregivers in Den Bosch to receive fully or partially reimbursed home care from Hups.
• Gemeente Den HaagcoreStrategic or Co-development PartnerThe municipality of The Hague funds Hups replacement care through Respijtzorg Thuis, providing caregiver respite services to residents of Den Haag.
• Gemeente MaasdrielminorStrategic or Co-development PartnerThe municipality of Maasdriel funds Hups replacement care services under Respijtzorg Thuis for eligible caregivers in the region.
• Gemeente NijmegencoreStrategic or Co-development PartnerThe municipality of Nijmegen (Gelderland) provides funding for Hups replacement care services under Respijtzorg Thuis, supporting burdened caregivers in the area.
• Gemeente Noordwijk en TeylingenminorStrategic or Co-development PartnerThe combined municipality of Noordwijk and Teylingen (South Holland coast) funds Hups replacement care services for caregivers in the region.
• Gemeente UtrechtcoreStrategic or Co-development PartnerThe municipality of Utrecht provides funding for Hups Respijtzorg Thuis (replacement care at home), enabling caregivers in Utrecht to receive subsidized care support from Hups.
• VerenigingspotminorGTM or Marketing PartnerVerenigingspot is a Dutch association management organization. Hups partners with Verenigingspot for promotional and membership-related marketing activities.
• iDEAL / Online Payment PlatformcoreTechnology or IntegrationAll Hups payments (customer invoices, helper payouts) are processed through the Online Payment Platform using iDEAL. This is a critical infrastructure partnership enabling Hups's automated billing, split payments, and money-back guarantee functionality.
• Collective Insurance ProvidercoreOthersHups has arranged collective insurance policies covering helpers against aansprakelijkheid (liability), ongevallen (accidents), ziekte (illness), and arbeidsongeschiktheid (disability) at no cost to the helper. This insurer handles claims directly with clients and helpers.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Care.com: Largest international online marketplace for senior care, childcare, and household services. Operates broader scope than Hups and serves as a benchmark for scaling two-sided care marketplaces globally.
• Yoopies: European care platform offering childcare, eldercare, and household help matching. Comparable two-sided marketplace model targeting similar household help and caregiver segments in European geographies.
• Tzorg: Major Dutch home care organization delivering household help and personal care under Wmo, Wlz, and PGB funding. Comparable to Hups in Dutch reimbursement-funded domestic and personal care services.
• Buurtzorg: Large Dutch home-care nursing organization with neighborhood-based teams. Comparable in operating in the Dutch home-care segment and serving elderly clients, but uses a self-managed district nursing model rather than a marketplace.

Direct peers

• Helpling: Online marketplace connecting households with freelance cleaners and domestic helpers across multiple European countries. Closest direct competitor to Hups Online's self-serve household help channel with similar matching, vetting, and pricing model.
• Home Instead (Netherlands): International franchise providing in-home personal care, dementia support, and companionship for seniors, with established Netherlands operations. Closely comparable to Hups's higher-acuity personal care and dementia care services.

Emerging players

• Marktplaats: Largest Dutch general classifieds/marketplace with a growing services category including household help listings. Indirect competitor on the household-help matching dimension though not a specialized care platform.

Regional players

• VitsZorg: Dutch home-care provider offering domestic help, personal care, and nursing services reimbursed under Dutch healthcare schemes. Comparable in service mix and Dutch reimbursement model, though smaller regional footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hups.nl
• Facebookfacebook.com/hups.nl
• LinkedInlinkedin.com/company/hupsnl

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Hups