De zwerm | heldere taal voor iedereen
De Zwerm is a Dutch podcast initiative founded in 2021 by three language professionals producing "Wat bedoel je?!", a series on plain-language communication. The non-commercial side project targets Dutch-speaking communication professionals in government, healthcare, legal, and corporate sectors.
- Company typePrivate
- Founded2021
- HeadquartersNetherlands, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What De zwerm | heldere taal voor iedereen does
De Zwerm ("The Swarm") is a Dutch-language podcast initiative founded in January 2021 by three language professionals based in the Netherlands: Sanne Boswinkel (former news editor), Lodewijk van Noort (communication professional at the Municipality of The Hague), and Paula van Gemen (writing trainer active since 2002). Operating from Den Haag as a registered non-profit, De Zwerm produces "Wat bedoel je?! Dé podcast over heldere taal" ("What do you mean?! The podcast about clear language"), a Dutch-language series covering accessible communication in government, healthcare, legal, and corporate contexts. The initiative has released 24 episodes between January 2021 and June 2026 and is sustained alongside the founders' primary day jobs.
The core product is a podcast distributed free via Apple Podcast, Spotify, and Springcast, supplemented by a LinkedIn community ("Zwerm") and a Gmail contact channel for listener engagement. There is no proprietary technology platform; the venture is a content/media operation featuring practitioner interviews, case studies (e.g., Gemeente Zwolle's Versimpelteam with its 100-inhabitant reader panel, Gemeente Enschede's plain-language rewrites), and discussions of plain-language methodologies. Episode 22 (September 2024) covered the AI-based Lees Simpel App, indicating De Zwerm engages with adjacent technologies as editorial content rather than as a product offering.
The business model is effectively pre-commercial: the initiative generates no disclosed revenue, sells no products or services, and operates without external funding, formal pricing, or monetization mechanisms. Distribution is free via standard podcast platforms, with community growth driven by LinkedIn engagement, listener referrals, and guest-driven word-of-mouth. The venture functions as an advocacy and thought-leadership platform for the clear-language movement in the Dutch public sector, with operating costs likely absorbed personally by the three founders.
De zwerm | heldere taal voor iedereen firmographics
Firmographics- Name
- De zwerm | heldere taal voor iedereen
- Legal name
- De Zwerm
- Website
- https://watbedoeljepodcast.nl
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- De Zwerm is a Dutch podcast initiative founded in 2021 by three language professionals producing "Wat bedoel je?!", a series on plain-language communication. The non-commercial side project targets Dutch-speaking communication professionals in government, healthcare, legal, and corporate sectors.
- Ownership category
- akta.pro rank
De zwerm | heldere taal voor iedereen industry classification
Industry- Product category
- Educational Podcast Production
- NAICS
- Other Sound Recording Industries (512290), Sound Recording Industries (5122), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- akta.pro primary industry
- Audio Production & Podcasting (BPAFAIAE)
- akta.pro secondary industries
- Podcast Networks & Multi-Show Publishers (MPACADAB), Audio Learning Content (Podcasts, Audiobooks, Listening Programs) (EDAGALAM)
Keywords
Where De zwerm | heldere taal voor iedereen is headquartered
LocationHeadquarters
- HQ city
- Netherlands
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De zwerm | heldere taal voor iedereen business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Podcast Monetization: Revenue generation through podcast listenership via platform integrations (Apple Podcast, Spotify), listener reviews and ratings, and community engagement on LinkedIn. No explicit monetization model is disclosed in the source materials.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
De zwerm | heldere taal voor iedereen product offering
Product offeringCore offering
De Zwerm produces a Dutch-language podcast titled "Wat bedoel je?! Dé podcast over heldere taal" (What do you mean?! The podcast about clear language). The podcast is hosted by three language professionals and features practical examples, tips, and expert interviews on clear and accessible writing in Dutch workplaces, with a particular focus on government, healthcare, legal, and corporate communication. The product is distributed free of charge through Apple Podcast, Spotify, and the Springcast hosting platform.
Product overview
De Zwerm is a Dutch podcast production focused on promoting clear and accessible language (heldere taal) in Dutch society. The company produces a single flagship podcast called 'Wat bedoel je?! Dé podcast over heldere taal' which spans 24 episodes (as of the latest available data). The podcast features three hosts who discuss practical examples, interview experts, and share tips on how to make workplace and government communication more understandable. The content targets Dutch-speaking professionals working in communication, government, healthcare, legal, and business sectors who want to improve written and verbal communication.
Differentiator
Problem solved
Functional benefit
Products and services
- Wat bedoel je?! Dé podcast over heldere taal A Dutch-language podcast series of 24 episodes hosted by Sanne Boswinkel, Paula van Gemen, and Lodewijk van Noort that discusses and promotes accessible, plain-language communication in Dutch workplaces and public-sector organizations. It features practical examples, tips, and expert interviews on clear writing, and targets communication professionals working in government, healthcare, legal, and corporate sectors.
Quantifiable outcome
- Municipalities report reduced questions from residents when implementing clear language practices
- +2 more outcomes
Companies that use De zwerm | heldere taal voor iedereen
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles4 records
De zwerm | heldere taal voor iedereen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
De zwerm | heldere taal voor iedereen partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Gemeente ZwollecoreGemeente Zwolle has created a Versimpelteam specifically dedicated to making municipal communications clear and understandable for residents. The team collaborates with a readers panel of approximately 100 inhabitants who provide feedback on municipal communications.
- Gemeente EnschedecoreGemeente Enschede implemented clear and empathetic communication practices, renaming official 'beschikkingen' (decisions) to 'beslissingen' and writing them in plain language accessible to citizens.
- Gemeente Hof van TwenteminorCommunicatieadviseur Hetty de Kruijff received the 'Direct Duidelijk award' for her work. She and colleagues tackled 100 letters, improving both personal and automated letters sent to residents with simpler language and friendlier tone.
- Gemeente WestlandminorMartina Plug from Gemeente Westland appeared as a guest sharing practical tips on maintaining clear government communication and keeping practices alive over time.
- Stichting PharoscorePharos (Greek for lighthouse) is a foundation that provides clarity for people for whom healthcare is not easy. Thea Duijnhoven, strategic advisor, shares tips and techniques for making healthcare texts accessible, including a comprehensible word list about Corona.
- Samenwerkende Apotheken BollenstreekminorQuintijn de Ruiter from Samenwerkende Apotheken Bollenstreek discusses the importance of clear communication about medication usage, noting that 60% of people use medication correctly.
- Het Juridisch LoketminorJordy Tschur from Het Juridisch Loket discusses the importance of clear legal language and how complex legal texts affect citizens' understanding of their rights.
- Van Grafhorst NotarissenminorNick van Buitenen, notary since 1996, explains how clear language practices have been part of the firm since its founder 'old Mr. Grafhorst' was a pioneer in accessible legal communication.
- Stichting Lezen & SchrijvenminorRecommended resource for information about low literacy (laaggeletterdheid) and clear writing advice, supporting approximately 2 million Dutch adults with reading/writing difficulties.
- Stichting ABCminorOrganization recommended for working with experiential experts (people with low literacy themselves) who can provide advice on accessible communication.
- Vlaamse OverheidminorThe Flemish government started a project in 2017 to clarify government language called 'Heerlijk Helder' (Deliciously Clear), featuring language advisors like Dirk Caluwé and Annelies Porteman.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
De zwerm | heldere taal voor iedereen competitors and assessment
Company assessmentDirect peers
- Stichting Lezen & Schrijven: Dutch foundation dedicated to reducing low literacy among ~2.5 million adults. Directly comparable mission to De Zwerm's clear-language advocacy and is referenced as a recommended resource in the podcast.
- Stichting Pharos: Dutch foundation focused on accessible healthcare information for vulnerable groups. Featured as a strategic partner on De Zwerm's podcast and shares the same target audience of clear-communication practitioners.
- Direct Duidelijk (Rijksoverheid): Dutch national government program for clear government communication. Operates in the same Dutch-language clear-communication space as De Zwerm and is referenced through multiple episodes (e.g., 'Direct Duidelijk' award episode).
- Stichting ABC: Dutch foundation that connects organizations with experiential experts (people with low literacy) to advise on accessible communication. Referenced in De Zwerm's content and operates in the same clear-language ecosystem.
Broad incumbents
- NPO Radio 1: Dutch public broadcaster's news/talk radio station, producing many podcasts. Comparable as a Dutch-language podcast publisher focused on public-interest content, but with substantially greater reach and budget.
- De Correspondent: Dutch online journalism platform that produces in-depth written and audio content on societal topics. Comparable as a Dutch-language independent media brand with a community-driven GTM motion, but at much larger scale.
- BNR Nieuwsradio: Major Dutch business radio station with a substantial podcast portfolio. Comparable as a Dutch-language professional podcast publisher, but at vastly larger scale and broader content scope.
Emerging players
- Steffie: Online platform explaining complex topics in simple language for low-literacy adults. Featured in De Zwerm's episode 17 and serves the same accessibility-themed audience with a content-platform approach.
- Lees Simpel: AI-driven text simplification app featured in De Zwerm's episode 22. Targets the same clear-language problem with a technology rather than a podcast-led approach, making it a direct emerging competitor.
Regional players
- Heerlijk Helder (Vlaamse Overheid): Flemish government initiative (since 2017) to make government language clearer. Featured in episode 11 of De Zwerm's podcast and operates the same mission in the Belgian/Dutch-speaking market.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
De zwerm | heldere taal voor iedereen social profiles
Digital presenceDe zwerm | heldere taal voor iedereen financial estimates
Financial estimateRevenue estimate
Valuation estimate
De zwerm | heldere taal voor iedereen leadership team
Management profileNumber of profiles
Profiles3 records
De zwerm | heldere taal voor iedereen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De zwerm | heldere taal voor iedereen 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 De zwerm | heldere taal voor iedereen
What does De zwerm | heldere taal voor iedereen do?
De Zwerm produces a Dutch-language podcast titled "Wat bedoel je?! Dé podcast over heldere taal" (What do you mean?! The podcast about clear language). The podcast is hosted by three language professionals and features practical examples, tips, and expert interviews on clear and accessible writing in Dutch workplaces, with a particular focus on government, healthcare, legal, and corporate communication. The product is distributed free of charge through Apple Podcast, Spotify, and the Springcast hosting platform.
Is De zwerm | heldere taal voor iedereen a public or private company?
De zwerm | heldere taal voor iedereen is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was De zwerm | heldere taal voor iedereen founded?
De zwerm | heldere taal voor iedereen was founded in 2021. It employs 1 to 10 people.
Where is De zwerm | heldere taal voor iedereen based?
De zwerm | heldere taal voor iedereen is headquartered in Netherlands, Netherlands, in the Europe region.
How does De zwerm | heldere taal voor iedereen make money?
One revenue line is on record: podcast Monetization.
Who are De zwerm | heldere taal voor iedereen's main competitors?
Direct peers on record are Stichting Lezen & Schrijven, Stichting Pharos, Direct Duidelijk (Rijksoverheid) and Stichting ABC. Broad incumbents are NPO Radio 1, De Correspondent and BNR Nieuwsradio. Emerging players are Steffie and Lees Simpel. Heerlijk Helder (Vlaamse Overheid) is listed as a regional player.
Does De zwerm | heldere taal voor iedereen have an API?
No public API is recorded for De zwerm | heldere taal voor iedereen.
What industry is De zwerm | heldere taal voor iedereen in?
De zwerm | heldere taal voor iedereen's product category is Educational Podcast Production. Its primary akta.pro industry code is BPAFAIAE, Audio Production & Podcasting, with a secondary code of MPACADAB, Podcast Networks & Multi-Show Publishers. Its NAICS code is 512290.