Voor Elkaar Holding
Voor Elkaar Holding operates Fello, a Dutch B2B platform that delivers caregiver coaching, policy support, ambassador training, and an AI assistant to employers whose employees balance work with informal caregiving for loved ones.
- Company typePrivate
- Founded-
- HeadquartersEindhoven, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Voor Elkaar Holding does
Voor Elkaar Holding is the Dutch parent vehicle behind Fello B.V., a B2B caregiver-support platform targeting employees who balance paid work with informal caregiving (mantelzorg) for family members or friends. Founded as an initiative of the Coöperatie DELA mutual cooperative (a Dutch provider primarily known for funeral and cremation services), the operating company is headquartered in Eindhoven and serves approximately 200+ Dutch employers spanning hospitals, higher education, municipalities, retail, technology, horticulture, insurance, shipping, and HR services. The product suite centers on unlimited 1-on-1 coaching delivered by certified caregiver brokers (mantelzorgmakelaars), complemented by an annual awareness package, bespoke caregiver-policy development, an ambassador training program, workshops and webinars, and a 24/7 AI chatbot named Fenna launched in 2025.
The platform architecture combines human-led coaching services with a digital front-end (HubSpot-integrated CRM, a self-service caregiver test, downloadable resource library, and the Fenna text-chat assistant) that handles knowledge retrieval on Dutch care regulations and routes routine inquiries. Fello monetizes primarily through quote-based annual subscriptions sold to employer HR departments, with secondary revenue from sector-fund and government-subsidy programs (notably the MDIEU-funded StAZ hospital program covering 32 hospitals through 2025), and a smaller direct-to-consumer coaching stream that also serves UWV reintegration clients. Distribution runs through direct enterprise field sales to HR and occupational health teams, channel partnerships with arbodiensten (occupational health services), and co-development alliances with sector funds and wellbeing partners such as Empowr.
The team is intentionally lean: 7 office staff covering management, business development, operations, customer success, and online marketing, supported by 10 freelance certified coaches. The company reports outcome metrics including a 9.0 average coaching rating, 51% of coached caregivers reporting improved work-life balance, 41% reporting better work performance, and 94% feeling more supported, with 200,000 employees currently having access to the service through their employers. Awards and recognition include the annual Erkenning Mantelzorgvriendelijk Werkgeverschap program that Fello itself administers to position the brand as the category authority for caregiver-friendly employment in the Netherlands.
Voor Elkaar Holding firmographics
Firmographics- Name
- Voor Elkaar Holding
- Legal name
- Fello B.V.
- Website
- https://voorelkaarholding.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Voor Elkaar Holding operates Fello, a Dutch B2B platform that delivers caregiver coaching, policy support, ambassador training, and an AI assistant to employers whose employees balance work with informal caregiving for loved ones.
- Ownership category
- akta.pro rank
Voor Elkaar Holding industry classification
Industry- Product category
- Caregiver Support Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Home Health Care Services (8082), Services-Membership Organizations (8600)
- akta.pro primary industry
- Family Caregiver Coaching, Education & Support (HSABAIAI)
- akta.pro secondary industry
- Membership/Subscription Concierge Virtual Care (HLALAAAH)
Keywords
Where Voor Elkaar Holding is headquartered
LocationHeadquarters
- HQ city
- Eindhoven
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Voor Elkaar Holding business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- B2B Organizational Services: Fello provides services to organizations including 1-on-1 coaching, ambassador programs, caregiver policies, and annual packages. Organizations pay for these services, typically through subscription or per-employee arrangements, to support their workforce of informal caregivers.
- Fund/Grant-Funded Programs: Fello receives funding from government subsidies (such as MDIEU) through foundation partners like StAZ to provide caregiver support to specific sectors, particularly healthcare hospitals in the Netherlands.
- B2C Individual Coaching: Individual caregivers can access coaching services, either through their employer (who has a partnership with Fello) or directly. The company provides direct-to-consumer coaching services with a 14-day withdrawal period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom organizational packages - pricing based on organization size and selected services |
| Subscription | Annual | Per-employee access model for organizations |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels10 records
Voor Elkaar Holding product offering
Product offeringCore offering
Voor Elkaar Holding operates the Fello brand, providing caregiver support services to Dutch employers and their working informal caregivers. The core offering is unlimited 1-on-1 coaching by certified caregiver brokers, supported by a 24/7 AI chatbot (Fenna), annual communication packages, custom caregiver policies, ambassador training programs, and workshops/webinars. Services are delivered primarily through B2B subscriptions sold to organizations, with employees accessing them via their employer's partnership.
Product overview
Fello is a Dutch informal caregiving support platform offering a comprehensive suite of services to help working caregivers balance work and caregiving responsibilities. The core offering is 1-on-1 mantelzorgcoaching provided by certified caregivers, supplemented by an AI chatbot (Fenna) available 24/7, annual packages, policy development tools, ambassador programs, and training modules. The platform operates on a modular architecture where organizations can select individual services or bundled packages, with Fenna serving as an always-available digital-first support layer complementing the human coaching services.
Differentiator
Problem solved
Functional benefit
Brands
- Fenna: AI caregiver coach launched in 2025, providing 24/7 support for caregivers.
Products and services
- Mantelzorgcoaching (1-on-1 caregiver coaching) Unlimited 1-on-1 personal coaching sessions delivered by certified informal caregiver brokers (mantelzorgmakelaars). Provides practical support with administrative tasks (Wmo, Wlz, pgb), emotional support, and workplace accommodation guidance for employees of client organizations who are balancing work with caregiving.
- Mantelzorg jaarpakket (Caregiver annual package) Annual subscription package containing communication materials, workshops, and webinars designed to structurally keep informal caregiving on the agenda within the client organization over the course of a year.
- Mantelzorgbeleid (Custom caregiver policy) Bespoke caregiver policy containing all agreements, guidelines and provisions for informal caregivers within the client organization. Developed by Fello's mantelzorg expert in co-creation with the client's HR team to align with the organization's culture and needs.
- Ambassadeursprogramma (Caregiver Ambassador Program) Structured program that trains client employees to become internal informal caregiving ambassadors, enabling early recognition of caregiver situations and better peer support within the organization.
- AI-mantelzorgcoach Fenna AI-powered conversational coach available 24/7 to deliver practical advice, mental support, and answers to caregiver questions. Aimed at preventing burnout and absenteeism through early intervention and is offered to organizations as part of the Fello suite.
- Workshops, webinars en e-learnings Training sessions covering various informal caregiving topics, delivered as workshops, webinars or e-learning modules for client organizations and individuals.
- Inloopspreekuur (Drop-in consultation hours) Regularly scheduled drop-in hours where employees can speak with Fello coaches about informal caregiving matters on an informal basis.
Quantifiable outcome
- 9.0 average rating for coaching services
- +9 more outcomes
Companies that use Voor Elkaar Holding
Customer profileNamed customers19 records
Segments5 records
Ideal customer profiles4 records
Voor Elkaar Holding technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability3 records
Feature3 records
Voor Elkaar Holding partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- StAZ (Stichting Arbeidsmarkt Ziekenhuizen)flagshipStAZ partnered with Fello from 2023 to 2025 under MDIEU subsidy from Ministry of Social Affairs. Fello provided caregiver coaching and ambassador programs to 32 hospitals across the Netherlands. The partnership successfully delivered caregiver support to hospital staff and developed ambassador programs.
- DELAcoreDELA is the cooperative parent organization of Fello. Fello is an initiative of DELA, which supports working people who care for their loved ones. Fello operates as a subsidiary or initiative under the DELA cooperative umbrella.
- VVTcoreSector fund for elderly care organizations collaborating with Fello on caregiver support programs.
- SOLcoreSector fund collaborating with Fello on caregiver support initiatives.
- SoFoKleSminorSector fund for construction and lifestyle industries partnering with Fello.
- ReisWerkminorSector fund for travel industry collaborating with Fello.
- OOMminorSector fund for metalworking industry partnering with Fello.
- VakraadminorSector fund for food industry collaborating with Fello.
- SSFHminorSector fund for facility management industry working with Fello.
- EmpowrcoreEmpowr collaborates with Fello to support caregivers working in healthcare and childcare institutions, combining expertise in employee wellbeing.
- UWVcoreUWV (Dutch Employee Insurance Agency) refers individuals to Fello for caregiver coaching and reintegration support. Fello provides coaching services to UWV clients who are caregivers or need support combining work with caregiving responsibilities.
Scale indicators12 records
Recent moves6 records
Expansion highlights5 records
Voor Elkaar Holding competitors and assessment
Company assessmentRegional players
- iPractice: Netherlands-based mental health practice offering online psychology, coaching, and workplace mental health programs to employers. Same Dutch employer channel as Fello but focused on mental rather than caregiver support.
- OpenUp: Dutch/European mental health platform providing on-demand coaching and therapy to employees via B2B subscriptions. Comparable employer channel and digital coaching model, focused on mental health rather than caregiving specifically.
Broad incumbents
- Spring Health: Global employer mental health and wellbeing platform with care navigation across many specialities. A logical bundling competitor that could absorb caregiver coaching into a broader wellbeing proposition aimed at the same HR buyer Fello sells to.
- Lyra Health: Large US employee mental health and wellbeing platform that increasingly bundles caregiver and family support into its employer offering. Represents the broad-incumbent competitive threat to specialist caregiver platforms like Fello.
Direct peers
- Wellthy: US-based caregiver support platform sold to employers and health plans, providing 1-on-1 care coaching, dashboard tools, and care coordination. Closest international comparable to Fello's B2B caregiver coaching model.
- Ianacare: Caregiver support platform for employers offering personalized coaching, resource navigation, and employee caregiver communities. Directly comparable to Fello's coaching-plus-ambassador approach for working caregivers.
- Cariloop: Caregiver support platform serving employers and healthcare organizations with care coaches who help families navigate care decisions. Overlaps with Fello's mantelzorgmakelaar coaching model and employer GTM.
- Torchlight (formerly caregiver.com): Caregiver support solution sold through employers and health plans, providing expert coaching, education, and benefits navigation. Comparable in mission and B2B distribution, though US-focused.
- Homethrive: Employer-sponsored caregiver support combining human care advisors with a digital self-service platform. Direct comparable on the human + AI caregiver support thesis Fello executes with Fenna and coaches.
- Kincare: Australian employee-benefits platform providing caregiver coaching, emergency backup care, and resources to working caregivers. Closest non-US, non-NL analog to Fello's per-employer caregiver subscription model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Voor Elkaar Holding social profiles
Digital presenceVoor Elkaar Holding compliance and trust
Trust signalCompliance2 records
Voor Elkaar Holding financial estimates
Financial estimateRevenue estimate
Valuation estimate
Voor Elkaar Holding leadership team
Management profileNumber of profiles
Voor Elkaar Holding funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Voor Elkaar Holding M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Voor Elkaar Holding
What does Voor Elkaar Holding do?
Voor Elkaar Holding operates the Fello brand, providing caregiver support services to Dutch employers and their working informal caregivers. The core offering is unlimited 1-on-1 coaching by certified caregiver brokers, supported by a 24/7 AI chatbot (Fenna), annual communication packages, custom caregiver policies, ambassador training programs, and workshops/webinars. Services are delivered primarily through B2B subscriptions sold to organizations, with employees accessing them via their employer's partnership.
Is Voor Elkaar Holding a public or private company?
Voor Elkaar Holding is a private company. It is classified as corporate owned and is currently operating.
When was Voor Elkaar Holding founded?
Voor Elkaar Holding was founded in -1. It employs 11 to 50 people.
Where is Voor Elkaar Holding based?
Voor Elkaar Holding is headquartered in Eindhoven, Netherlands, in the Europe region.
How does Voor Elkaar Holding make money?
Three revenue lines are on record. B2B Organizational Services are the primary driver. The others are fund/Grant-Funded Programs and B2C Individual Coaching.
Who are Voor Elkaar Holding's main competitors?
Regional players on record are iPractice and OpenUp. Broad incumbents are Spring Health and Lyra Health. Direct peers are Wellthy, Ianacare, Cariloop, Torchlight (formerly caregiver.com), Homethrive and Kincare.
Does Voor Elkaar Holding have an API?
No public API is recorded for Voor Elkaar Holding.
What industry is Voor Elkaar Holding in?
Voor Elkaar Holding's product category is Caregiver Support Services. Its primary akta.pro industry code is HSABAIAI, Family Caregiver Coaching, Education & Support, with a secondary code of HLALAAAH, Membership/Subscription Concierge Virtual Care. Its NAICS code is 624120 and its SIC code is 8082.