Mooi Echt!

Name

Mooi Echt!

Legal name

Mooi Echt! B.V.

Website

https://mooiecht.nl

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Den Haag

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Model booking fees: Booking fees for 'gewone-mensen-modellen' (ordinary people models) based on duration. nXP models start at €230 for 0-2 hours, XP and vXP models at higher rates. All images include unlimited usage rights for one organization in the Netherlands.
2. Photo/video production services: Full production services including photography, videography, makeup, styling, locations, art direction, and production management. Quotes provided based on project requirements.
3. Combishoots: Shared photo shoots serving multiple clients on one day. €375 for 2 images from one situation. Subscription option with 20% discount (€300 per situation). Strippenkaart: €3000 for 10 situations.
4. Image bank / beeldbank: Unique Dutch stock images with exclusive usage rights after purchase. Subscription options available.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Mooi Echt! books 'gewone-mensen-modellen' (ordinary-people models) from a database of nearly 5,000 for organizations needing authentic representation in photo and video productions. The company also organizes full photo and video production services, including photographers, makeup artists, stylists, locations, and art direction, supplemented by shared-day Combishoots and a unique Dutch stock image bank with exclusive usage rights.

Product overview

Mooi Echt! is a model agency and visual content production company based in The Hague, Netherlands, founded in 2017. The company operates as a unified platform offering model booking services (Modellenbureau), full photo/video production organization, and Combishoots for cost-effective shared shoots. The core offering centers on 'gewone-mensen-modellen' (ordinary people models) representing authentic societal diversity, with nearly 5000 models in their database across three experience tiers: nXP (no experience), XP (experienced), and vXP (very experienced). Supporting products include the Unieke Beeldbank for exclusive stock imagery, the Visuele Content Club subscription service for ongoing content needs, and an online model registration system. The platform differentiates through creative preparation enabling high-volume image output (20-90+ images per shoot day) and end-to-end production services.

Differentiator

Problem solved

Functional benefit

Products and services

• Modellenbureau (Model Agency) Booking service for 'gewone-mensen-modellen' (ordinary people models) from a database of nearly 5,000, allowing organizations to search, favorite, and book models online for photo and video productions. Three experience tiers: nXP (no experience, from €230 for 0–2 hours), XP, and vXP, with unlimited usage rights for one organization in the Netherlands included.
• Foto- en videoproductie organiseren (Photo & Video Production Organization) End-to-end photo and video production services handling shoots from A to Z or partially, including photographers, cameramen, directors, makeup artists, stylists, locations, models, art direction, and production management. Quotes provided based on project requirements.
• Combishoots Shared-day photo shoots where multiple clients share one day, location, and models for cost-efficient unique imagery. €375 for 2 images from one situation; subscription at €300 per situation with a 6+ month minimum and 20% discount; Strippenkaart of €3,000 for 10 situations.
• Unieke Beeldbank (Unique Image Bank) Stock image bank of typically Dutch stock images that become exclusively available to the purchasing organization after purchase, with subscription options and unlimited usage rights for the buyer.
• Visuele Content Club Visual content membership providing ongoing access to content creation including image strategy consultations, own production services, Combishoots, and brainstorming sessions.

Quantifiable outcome

• 100+ images delivered in single day for Cardea
• +2 more outcomes

Named customers11 records

Segments4 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

One partnership is on record.

• Erasmus MCminorOthersHealthcare institution using Mooi Echt! services for corporate imagery and campaign photography

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Shutterstock: Global stock imagery and video marketplace that overlaps directly with Mooi Echt!'s Unieke Beeldbank offering. Both sell licensed, ready-to-use imagery to organizations needing marketing visual content, with Shutterstock offering global scale and Mooi Echt! offering exclusive Dutch-context imagery.
• iStock: Getty-owned budget-tier stock photo marketplace competing for the same buyer profile of organizations seeking affordable licensed imagery for marketing. Overlaps with Mooi Echt!'s pricing-conscious combishoot and beeldbank subscription offerings.
• Getty Images: Premium global stock photo agency operating the iStock consumer tier and Getty Images editorial tier. Directly comparable to Mooi Echt!'s image bank and licensing revenue stream, with both monetizing imagery rights for commercial reuse by organizations.
• Depositphotos: Subscription and on-demand stock photo platform serving small and mid-sized businesses for marketing content. Comparable to Mooi Echt!'s stock image bank and combishoot subscription tiers in customer profile and budget positioning.
• Adobe Stock: Stock imagery service bundled into Adobe Creative Cloud, used by the same enterprise marketing teams Mooi Echt! targets. Competitive on convenience and Creative Cloud integration, directly overlapping the Unieke Beeldbank use case.

Regional players

• DNA Model Management: Amsterdam-headquartered modeling agency representing diverse talent for fashion and commercial clients. Direct overlap on the model-booking core of Mooi Echt!'s business, though DNA leans editorial/fashion whereas Mooi Echt! focuses on 'ordinary people models' for corporate campaigns.

Emerging players

• Pexels: Free stock photo and video library used by SMBs and content teams for marketing visuals. Adjacent competitor to Mooi Echt!'s budget-tier offerings, especially combishoot and stock subscription tiers.
• Unsplash: Free stock photo community acquired by Getty, popular with design and marketing teams for fast turnaround. Competes on convenience and free access, pressuring paid alternatives like Mooi Echt!'s beeldbank at the lower end of the market.

Broad incumbents

• Elite Model Management: Large global modeling agency representing professional models across editorial and commercial bookings. Most comparable on the booking-fee revenue model and vXP/XP tier of Mooi Echt!'s offerings, though with a different talent positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mooi-echt-

Revenue estimate

Valuation estimate

Number of profiles

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 Mooi Echt!