DNA

What DNA does

DNA (De Nederlandse Associatie) is a Dutch professional membership association founded in 2015 to serve association professionals (verenigingsprofessionals) working within the Netherlands' verenigingen (associations) sector. Operating as a non-profit vereniging from its headquarters in Bunnik, DNA has grown to 750+ individual members embedded in a network of 1,300+ associations, supported by a 38-partner ecosystem and a 17-person team. Its core assets include the DNA Wiki (an online knowledge base covering HR, governance, members, finances, and AI), the MijnDNA-app (mobile access platform), the DNA Academy (50+ annual training activities plus the 2025-launched Online Academie), the VerenigingsMagazine (a quarterly publication), the DNA-Benchmark (a benchmarking tool built with Blue Field Agency covering 850+ associations), the annual VerenigingsCongres, and a two-year Traineeship program. The international partnership with ASAE extends its content reach beyond the Netherlands.

DNA's business model is a diversified membership-plus-services stack. Tiered membership subscriptions range from €84/year for VerenigingsMagazine-only basic access to €999+/year for full network membership, with the latter unlocking the DNA Wiki, network meetings, training discounts, and the MijnDNA-app. Additional revenue is generated through DNA Academy training programs (open enrollment, in-company, and online), the VerenigingsCongres (ticket sales plus sponsorship), VerenigingsMagazine subscription revenue, the Traineeship voor Verenigingen program, and advertising/sponsorship placements. GTM operates through a community-led, event-driven, and sales-led mix: 28+ annual network meetings, Q-sessies, the annual congress, direct sales outreach, and partner referrals. The customer base is broad and horizontally segmented within the Dutch association sector, spanning 10+ named trade and professional associations across healthcare, education, agriculture, technology, financial services, and event industries.

Underlying technology is centered on the digital knowledge platform and community ecosystem rather than a single software product. The MijnDNA-app (delivered via web.bundeling.com and mobile) is the member-facing front end, integrating the DNA Wiki, network chats, event registration, and resource access. The DNA-Benchmark is powered by the Cviews benchmarking application developed by Blue Field Agency. The organization is GDPR-compliant, maintains GDPR/AVG privacy documentation, and sells through direct channels (website, phone, email) plus a channel/reseller partner network of 38 software and service providers. Stichting DNA Onderzoek, a wholly-owned research foundation, produces practice-oriented research that feeds the knowledge base, reinforcing the content moat.

Name

DNA

Legal name

De Nederlandse Associatie

Website

https://wijzijndna.nl

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

DNA (De Nederlandse Associatie) is a Dutch non-profit membership association founded in 2015 that serves 750+ association professionals across 1,300+ Dutch verenigingen through a knowledge platform, training academy, benchmarking tool, quarterly magazine, and community events.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910), Professional Organizations (813920)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Association & Society Conference Management (Nonprofit, Professional Bodies) (THAHACAA)

Keywords

• Association management services
• Professional membership association
• Association training programs
• Knowledge platform associations
• Association benchmarking services

Headquarters

HQ city

Bunnik

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, Infrastructure

Revenue model

1. Membership Fees: Annual membership fees providing access to network, knowledge resources, training discounts, and community. Tiered pricing from basic (€84/year) to full network membership (€999+/year).
2. DNA Academy Training: Revenue from open enrollment training programs, in-company training, and online courses offered through the DNA Academie.
3. VerenigingsCongres: Annual congress revenue including ticket sales and sponsorship opportunities.
4. VerenigingsMagazine (VM): Subscription revenue from the quarterly professional magazine covering association management topics. Available in print or digital format.
5. Traineeship Program: Revenue from associations participating in the two-year traineeship program that places young talent in verenigingen.
6. Sponsorship & Advertising: Advertising opportunities in the VerenigingsMagazine and sponsorship packages for the annual congress and other events.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

DNA (De Nederlandse Associatie) operates a professional membership association for Dutch association professionals, providing a unified ecosystem of knowledge (DNA Wiki), training (DNA Academie), networking (28+ annual network meetings, Q-sessies), benchmarking (DNA-Benchmark with 850+ participating verenigingen), and content (quarterly VerenigingsMagazine, DNA Podcast). Its core sellable offerings include tiered memberships, training programs, the annual VerenigingsCongres, magazine subscriptions, and a two-year Traineeship program for young professionals.

Product overview

DNA (De Nederlandse Associatie) is a professional association platform for association professionals in the Netherlands, offering a unified ecosystem of knowledge, training, networking, and benchmarking services. The core offering includes the DNA Wiki (online knowledge base), MijnDNA-app (mobile access platform), DNA Academie (training programs), and the quarterly VerenigingsMagazine. Additional services include the annual Verenigingscongres, DNA Benchmark tool, Traineeship program, DNA Podcast, Q-sessies (expert sessions), and specialized network meetings. DNA operates as a membership organization providing professional development and knowledge sharing for its approximately 750 members and 38 partners.

Differentiator

Problem solved

Functional benefit

Brands

• DNA Academie: Training academy offering open training, in-company training, and online courses for association professionals.
• VerenigingsMagazine
• DNA Wiki
• MijnDNA-app
• DNA Podcast - Het Verenigingsdilemma

Products and services

• DNA Wiki Online knowledge base with practical tools, articles, and best practices on association management covering governance, HR, members, finance, and AI. Accessible through the MijnDNA-app and developed by and for DNA members.
• MijnDNA-app Mobile application providing members access to network chats, DNA-Wiki articles, event agenda, and member benefits. Accessible via web.bundeling.com.
• DNA Academie Training and development programs including open training courses, in-company offerings, and online academies for association professionals. Features programs such as 'Binden en verbinden met leden' and 'Training Besturen'.
• VerenigingsMagazine (VM) Quarterly magazine featuring inspiring stories and practical tips for association professionals. Available in digital or printed format, with six editions per year. Includes archive access for subscribers.
• DNA Benchmark Benchmarking tool that enables associations to compare their performance against similar organizations, providing insights into core processes, strategic positioning, and key performance indicators across 25+ criteria.
• Verenigingscongres Annual congress bringing together association professionals for networking, inspiration, and knowledge sharing. The 2026 edition marks the 10th anniversary.
• Traineeship voor Verenigingen Two-year program where recent HBO and WO graduates gain experience at three different associations while following the DNA training program. Includes coaching and training, with recruitment via Polderbanen.
• DNA Podcast (Het Verenigingsdilemma) Podcast series featuring association dilemmas and discussions on member value, brand positioning, and future challenges for associations.
• Q-sessies Interactive expert sessions where association professionals can discuss specific topics with colleagues and specialists.
• Netwerkbijeenkomsten Network meetings organized for various professional groups including secretaries, HR professionals, communication professionals, event professionals, directors, and partners.

Quantifiable outcome

• 850+ participating verenigingen in DNA-Benchmark program
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ASAE (American Society of Association Executives)coreStrategic or Co-development PartnerInternational partnership providing DNA members access to global knowledge, research, and best practices from the largest association management organization worldwide. Joint events and exchange programs organized regularly.
• Blue Field AgencycoreTechnology or IntegrationDevelopment partner for the DNA-Benchmark program. Blue Field Agency developed the Cviews benchmarking application and provides expertise in association benchmarking and data analysis.
• PolderBanencoreStrategic or Co-development PartnerRecruitment partner for the Traineeship voor Verenigingen program. PolderBanen handles candidate selection based on political/administrative sensitivity, communication skills, and analytical ability.
• LedenProminorGTM or Marketing PartnerPartner offering complete membership administration software developed specifically for associations. DNA members receive 20% discount, free onboarding training, and monthly tips & tricks webinars.
• Stichting DNA OnderzoekcoreStrategic or Co-development PartnerResearch foundation conducting practice-oriented research into associations and their future. Develops knowledge fitting the unique dynamics of verenigingen.
• De Nederlandse Associatie (DNA)coreStrategic or Co-development PartnerThe core organization providing the platform for association professionals with knowledge, training, network, and inspiration to everyone professionally involved with an association.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ASAE (American Society of Association Executives): DNA's Core strategic international partner. ASAE is the largest US-based membership association for association executives, offering similar knowledge resources, training, certification, and networking programs. Closely parallels DNA's service portfolio and target audience.
• Association Forum: US-based membership organization serving association professionals with similar education, networking events, and content publishing. Closely parallels DNA's community-led membership model and association-management focus.
• ESAE (European Society of Association Executives): European counterpart providing knowledge sharing and professional development for association professionals across Europe. Similar structure to DNA but operating at the broader pan-European level.

Regional players

• VOKA: Belgian business network and chamber of commerce providing training, networking, and advocacy services. Operates a similar membership association model but serves a different geography and broader business community.

Others

• NVP (Nederlandse Vereniging voor Personeelsmanagement): Dutch professional membership association for HR professionals offering comparable training, networking, and certification programs. While serving HR rather than association professionals, it demonstrates a similar Dutch membership-association business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wijzijndna

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 DNA