Voor Elkaar Holding

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.

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

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

• Caregiver support services
• Employee wellbeing coaching
• Workplace caregiver programs
• Informal care coaching
• Caregiver policy development

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core 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

Named customers19 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• StAZ (Stichting Arbeidsmarkt Ziekenhuizen)flagshipStrategic or Co-development Partner · 1 January 2023StAZ 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.
• DELAcoreOthersDELA 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.
• VVTcoreStrategic or Co-development PartnerSector fund for elderly care organizations collaborating with Fello on caregiver support programs.
• SOLcoreStrategic or Co-development PartnerSector fund collaborating with Fello on caregiver support initiatives.
• SoFoKleSminorStrategic or Co-development PartnerSector fund for construction and lifestyle industries partnering with Fello.
• ReisWerkminorStrategic or Co-development PartnerSector fund for travel industry collaborating with Fello.
• OOMminorStrategic or Co-development PartnerSector fund for metalworking industry partnering with Fello.
• VakraadminorStrategic or Co-development PartnerSector fund for food industry collaborating with Fello.
• SSFHminorStrategic or Co-development PartnerSector fund for facility management industry working with Fello.
• EmpowrcoreStrategic or Co-development PartnerEmpowr collaborates with Fello to support caregivers working in healthcare and childcare institutions, combining expertise in employee wellbeing.
• UWVcoreChannel Partner/ Reseller/ DistributorUWV (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

Regional 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

• Facebookfacebook.com/fellohq
• LinkedInlinkedin.com/company/voor-elkaar-holding
• Instagraminstagram.com/fello_mantelzorg

Compliance2 records

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 Voor Elkaar Holding