Reijn&partners

What Reijn&partners does

Reijn&partners is an Amsterdam-based personal financial advisory firm founded in 1999 by Jan Reijn, operating from a single office at De Lairessestraat 119-1. The firm provides bespoke financial planning services to three target segments: Dutch entrepreneurs, private individuals, and expatriates living in the Netherlands. Service scope spans mortgage advice, risk coverage planning, and wealth-building strategy, delivered through in-depth consultation and what the firm calls a "financial photo" — a comprehensive scan of the client's financial position tied to their life goals. Pricing is engagement-based and customized, with rates communicated upfront and a free introductory meeting offered to prospective clients.

The firm's core technology is the Mijndossier (MyFile) client portal, a secure online document repository that gives clients 24/7 access to their financial files, comparison charts, and advisor-supplied materials. Beyond this portal, the technology footprint is limited: the firm publishes downloadable PDF comparison charts (Vergelijkingskaarten) for mortgage, risk coverage, and wealth-building products, maintains a bilingual Dutch/English WordPress website, and has no disclosed API, SDK, or third-party integrations. There is no evidence of AI/ML, data products, or proprietary analytical tooling.

Reijn&partners runs a sales-led, relationship-driven go-to-market built on client referrals and a long-term advisory cadence. The firm employs 6 named team members in a partnership structure led by founder Jan Reijn and partner Joris Valk (since 2010), supported by financial advisor Onno Swart and administrative staff. Revenue is generated entirely through professional services fees on customized engagements; no products are sold directly, no AUM-based fees are disclosed, and no external capital has been raised. The firm competes on advisor experience (40+ years combined), specialized credentials (Life Planning certification from George Kinder, FFP, Erkend Hypotheek Adviseur), and continuity of planner-client relationships rather than on technology, scale, or price.

Name

Reijn&partners

Legal name

Reijn&partners

Website

https://reijn-partners.nl

Company type

Private

Founded year

1999

Operating status

Operating

Short description

Reijn&partners is an Amsterdam-based personal financial advisory firm serving Dutch entrepreneurs, private individuals, and expatriates through customized financial planning, mortgage, risk, and wealth-building advice delivered via in-person consultation and a client document portal.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Planning–Led RIAs (FSAAACAB)

akta.pro secondary industries

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH), Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Financial advisory services
• Personal financial planning
• Mortgage advice
• Wealth accumulation planning
• Risk coverage advisory

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Professional financial planning and advisory services with customized service delivery. Rates are communicated upfront based on the scope and complexity of services required. The firm offers tailored solutions where clients determine the boundaries of service.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Reijn&partners delivers personalized financial planning and advisory services to private individuals, entrepreneurs, and expats in the Netherlands. Core services include comprehensive financial situation analysis, mortgage advice, risk coverage planning, and wealth accumulation strategies, delivered through in-depth consultations and supported by a secure online client portal (Mijndossier). The firm offers tailored engagement scope with rates communicated upfront and a free introductory meeting.

Product overview

Reijn&partners is a financial planning advisory firm offering personalized financial planning services centered on in-depth client consultations and comprehensive financial analysis. The core offering consists of bespoke financial advisory services including mortgage advice, risk coverage planning, and wealth building strategies, delivered through personalized consultations. The firm provides a client portal called 'Mijndossier' (MyFile) as a digital access point for clients to manage their financial documents. Supporting materials include comparison charts (Vergelijkingskaarten) for mortgages, risk coverage, and wealth building. The firm emphasizes a long-term relationship approach with clients, focusing on understanding individual circumstances before recommending financial products.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Financial Planning Services Personalized financial planning services including comprehensive financial situation analysis, mortgage advice, risk coverage planning, and wealth building strategies tailored to individual client circumstances. Delivered to private individuals, entrepreneurs, and expats in the Netherlands through in-depth consultations and ongoing advisory engagement.
• Mijndossier (MyFile) Client Portal Secure online portal that allows clients to access their financial documents, comparison charts, and personal financial information provided by Reijn&partners advisors, available 24/7 to active clients.

Segments3 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

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• De Hypotheker: Largest Dutch mortgage advisory franchise network offering mortgage, risk, and wealth planning services to Dutch consumers; comparable in service mix and Dutch focus but operates at significantly greater scale via franchise model.

Direct peers

• Van Bruggen Adviesgroep: Dutch mid-market financial advisory firm providing mortgage, insurance, and wealth planning to individuals and business owners; most direct comparable on boutique personal financial planning serving Dutch entrepreneurs and households.
• Knippenberg Advies: Independent Dutch financial planning boutique focused on holistic advice for private individuals and entrepreneurs; closely mirrors Reijn&Partners' small-team, relationship-led advisory model in the same Dutch market.
• Finion Holding: Dutch independent financial advisory group serving entrepreneurs and private clients with mortgage, risk, and wealth planning; operates as a multi-advisor boutique comparable in client focus and service breadth.

Emerging players

• Brand New Day: Dutch low-cost pension and investment platform serving individuals and self-employed; represents the digital/hybrid disruption threat targeting price-sensitive segments of Reijn&Partners' client base.
• Bright Advies: Dutch online financial planning platform offering hybrid robo-advisor and human advisor services; comparable in target market (Dutch households seeking planning) but competes via lower-cost digital delivery.

Broad incumbents

• Nationale-Nederlanden: Major Dutch insurance and wealth management group with retail financial planning, mortgage, and pension products; competes for the same Dutch households with broader product portfolio and brand scale.
• ABN AMRO Wealth Management: Large Dutch bank offering private banking, mortgage, and financial planning services to Dutch mass-affluent and HNW clients; sets the benchmark scale competitor in the same geography.
• ING Bank Personal & Business Banking: Dutch universal bank providing mortgages, investments, and financial advice to individuals and entrepreneurs; dominant incumbent competing for the same entrepreneur and private individual segments.

Others

• George Kinder (Life Planning methodology community): Originator of the Life Planning methodology Reijn&Partners uses; relevant as the ecosystem/training network that certifies and differentiates life-planning advisors in the Dutch and global advisory market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Reijn&partners