What Woonadviseur does

Woonadviseur B.V. is a Rotterdam-based Dutch private limited company that operates an integrated platform combining home buying, mortgage advisory, and home selling services through a national network of 30+ affiliated independent mortgage advisors (hypotheekadviseurs) and real estate agents (makelaars). The company was founded by Maurits Grosfeld and serves Dutch residential homebuyers, sellers, and mortgage-seekers with a portfolio of fixed-price services including property valuation reports (Waarderapport, €34.95), early-access property listings (PreFunda, €149.95), data-driven bidding advice (Biedadvies, €395-€1,995), full purchase accompaniment (Aankoopbegeleiding, €2,995), independent mortgage advice across 30+ lenders, bid insurance (Biedverzekering), and two selling models (Verlegd at €750 setup, and Regulier at €750 plus commission).

The company's technology stack is built around data-driven analytics using Kadaster, CBS, and 20+ other data sources to power valuation and bidding advice, a proprietary PreFunda listing pipeline that surfaces properties before Funda publication, and an all-in-one advisor platform providing CRM, lead generation, marketing tools, and direct publishing integrations with Funda, RealWorks, and Move.nl. The platform also supports biedcertificaat and biedverzekering instruments that allow buyers to bid without financing contingencies.

Woonadviseur's revenue model combines one-time transaction-linked service fees from consumers (€34.95 to €2,995 per service), advisor licensing fees (€0 in startup phase, €300/month after first year, €500/month at scale), mandatory monthly marketing budgets from affiliates (€1,000-€2,000), and 50-60% revenue sharing on transactions. The company claims 1,500+ customers helped, 1,000+ homes sold, 500+ homes purchased, a 4.9/5 Google rating, and a 72% over-asking rate in Q4 2025. The core team is approximately 16 employees, with the broader distributed advisor network operating under the Woonadviseur brand and platform across 30+ Dutch cities.

Name

Woonadviseur

Legal name

Woonadviseur B.V.

Website

https://woonadviseur.nl

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Woonadviseur is a Dutch integrated proptech platform that combines home buying, mortgage advisory, and selling services through a national network of 30+ affiliated independent advisors, serving Dutch residential homebuyers and sellers with fixed-price data-driven services.

Ownership category

akta.pro rank

Product category

Residential Real Estate Advisory Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Real Estate Transaction Advisory & Due Diligence (FSAEAJAJ)

akta.pro secondary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

Keywords

• Real estate advisory
• Mortgage advisory
• Home buying services
• Property valuation reports
• Bidding strategy advice

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. One-time service fees (Buyers): Woonadviseur generates revenue from individual buyers through one-time fees for specific services: Waarderapport (€34.95), PreFunda aanbod (€149.95), eenmalig biedadvies (€395), onbeperkt biedadvies (€1,995), and onbeperkte aankoopbegeleiding (€2,995). These are transaction-linked professional services.
2. One-time service fees (Sellers): Home sellers pay one-time fees: verlegd verkopen (€750 startup costs, buyer pays agent commission), or regulier verkopen (€750 startup + agent commission). Revenue is transaction-based, collected upon successful sale.
3. Mortgage advisory referral/comission: Revenue generated from affiliated mortgage advisors who pay a licensing/marketing fee for platform access, lead generation, and brand affiliation. The company also earns commissions on mortgage completions referred through the network.
4. Advisor licensing and revenue sharing: Affiliated advisors and brokers pay monthly licensing fees (€0 in startup phase, €300/month after first year, €500/month at scale) plus a monthly marketing budget (minimum €1,000) that is fully allocated to lead generation. Revenue sharing of 50-60% is applied per transaction.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Woonadviseur is a Dutch all-in-one platform that combines home buying, financing, and selling services for Dutch consumers through a national network of 30+ affiliated independent mortgage advisors and real estate agents. It sells data-driven services including property valuation reports (€34.95), early-access property listings (PreFunda, €149.95), data-driven bidding advice (€395 one-time or €1,995 unlimited), unlimited purchase accompaniment (€2,995), independent mortgage advice across 30+ lenders, bid insurance, and two home selling models (verlegd and regulier). The company also operates a SaaS-like all-in-one broker platform for affiliated advisors offering CRM, lead generation, marketing tools, and Funda/RealWorks/Move.nl publishing access.

Product overview

Woonadviseur is an everything-under-one-roof platform combining home buying, mortgage advisory, and home selling services for Dutch consumers, powered by a national network of affiliated independent advisors (makelaars and hypotheekadviseurs). The core product portfolio consists of: (1) orientation services — Vrijblijvend Gesprek (free consultation) and Waarderapport (property valuation report, €34.95 incl. VAT); (2) buying services — Aankoopbegeleiding (full purchase accompaniment, €2,995), Biedadvies (data-driven bidding advice, one-time €395 or unlimited €1,995), and PreFunda Aanbod (early-access property listings before Funda, €149.95); (3) mortgage services — Hypotheekadvies (independent advice from 30+ providers) and Biedverzekering (bid insurance); and (4) selling services — Huis Verkopen (Regulier, traditional commission-based) and Huis Verkopen (Verlegd, seller pays only €750 setup, buyer covers the agent fee). PreFunda Aanbod is Woonadviseur's proprietary early-listing access product. All services are data-driven and leverage market analytics. The platform also offers an all-in-one broker platform for affiliated advisors to manage their own practices.

Differentiator

Problem solved

Functional benefit

Brands

• PreFunda: Early access property listing service allowing users to receive property listings before they appear on Funda (Dutch property listing platform).
• Biedadvies
• Biedverzekering
• Erkend Woonadviseur

Products and services

• Vrijblijvend Gesprek (Free Consultation) A free, no-obligation introductory consultation (online, at home, or at the office) where Woonadviseur advisors map out a customer's needs regarding buying, financing, or selling a home and explore financial options, strategy, and next steps.
• Waarderapport (Property Valuation Report) A data-driven property valuation report (€34.95 incl. VAT) providing current market value, last sale price, and six comparable properties with sale prices. Based on Kadaster, CBS, and over twenty other data sources. Delivered via email within minutes of purchase.
• PreFunda Aanbod (Early Property Listing Access) A proprietary early-access property listing service (priced at €149.95) providing real-time access to properties before they appear on Funda. Customers select preferred streets, neighborhoods, or areas and receive automatic email alerts when matching properties become available.
• Biedadvies (Bidding Advice) A data-driven bidding advice report offered as one-time (€395) or unlimited (€1,995). Includes recent comparable sales, average and maximum bid behavior per m² in the neighborhood, two strategic bidding scenarios, and a personal telephone consultation. The unlimited variant is available until a successful purchase is made.
• Aankoopbegeleiding (Unlimited Purchase Accompaniment) Full-service purchase accompaniment (unlimited) priced at €2,995 incl. VAT. Includes unlimited bidding advice, PreFunda access, help with bidding and negotiation, and legal document review (purchase agreement, legal paperwork, notary coordination). Comes with an aankoopgarantie (purchase guarantee).
• Hypotheekadvies (Mortgage Advice) Independent mortgage advice comparing rates and conditions from over 30 mortgage providers. Services include maximum mortgage calculation, financial risk analysis (AO | WW | death), and assistance in securing the lowest rate. Can be combined with PreFunda, biedadvies, and aankoopbegeleiding.
• Biedverzekering (Bid Insurance) A bidding insurance product that, combined with a biedcertificaat (bid certificate), allows buyers to bid without a financing contingency (financieringsvoorbehoud), strengthening their bid position. Included or combinable with other buying packages.
• Huis Verkopen Verlegd (Shifted Selling) A 'shifted selling' service (starting at €750) where the seller pays only one-time setup costs. The buyer's party covers the €4,995 agent fee (courtage), so the seller retains more of the sale proceeds. Includes valuation, professional photography, floor plans, Funda listing, viewings, negotiations, and contract management.
• Huis Verkopen Regulier (Regular Selling) Standard home selling service including professional photography, Funda listing, viewings, negotiations, purchase agreement drafting, and notary coordination. Seller pays setup costs plus agent commission. Full service comparable to a traditional real estate agent.
• Woonadviseur Alles-in-één Makelaarsplatform (All-in-One Broker Platform for Advisors) AI-driven all-in-one broker platform providing leads, CRM, marketing tools, data dashboards, video marketing, Funda and RealWorks/Move.nl publishing access, training, coaching, and back-office support for affiliated independent real estate agents and mortgage advisors. Subscription includes monthly license fee (€0–€500) plus marketing budget (€1,000–€2,000) and 50–60% revenue share.

Quantifiable outcome

• 72% of homes sold above asking price in Q4 2025, with average overbidding above 5%
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• DAKminorChannel Partner/ Reseller/ DistributorDAK (Defensie Advies Kantoor or similar) logo appears in the 'In samenwerking met' section. Nature of partnership not further specified.
• FundacoreTechnology or IntegrationFunda is the dominant Dutch real estate listing platform. Woonadviseur advisors publish property listings directly to Funda. PreFunda listings give buyers access to properties before they appear on Funda, making this a core technology integration.
• RealWorkscoreTechnology or IntegrationRealWorks is a Dutch real estate software platform used by agents. Woonadviseur advisors receive access to RealWorks as part of their platform subscription for publishing listings and managing transactions.
• Move.nlcoreTechnology or IntegrationMove.nl is a Dutch real estate software platform. Woonadviseur advisors receive access to Move.nl as part of their platform subscription for publishing listings and managing transactions.
• Nederlandse Vereniging van Hypothecair PlannersminorOthersDe Rue is affiliated with the Nederlandse Vereniging van Hypothecair Planners (Dutch Association of Mortgage Planners), a professional industry body for mortgage planners.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Purplebricks: Hybrid/online real estate brokerage model with fixed-fee selling proposition. Comparable flat-fee, technology-led brokerage approach even though it's UK/US-focused and not present in the Netherlands.
• Independer: Dutch comparison platform for financial products including mortgages and insurance. Comparable consumer-facing digital comparison mechanic that Woonadviseur implicitly competes with in mortgage distribution.

Broad incumbents

• RE/MAX Netherlands: Global real estate franchise network operating in the Netherlands with franchise-based agents. Closely comparable affiliate/franchise structure and national consumer brand.
• NVM: Dutch association of real estate agents and appraisers, the largest professional body for makelaars in the Netherlands. Represents the incumbent brokerage establishment against which Woonadviseur's platform/efficiency model competes.
• ERA Netherlands: International real estate franchise network active in the Netherlands. Comparable franchise distribution model that sells leads, tools and brand to independent agents.

Direct peers

• De Hypotheker: Largest independent mortgage advisory network in the Netherlands, comparing rates across multiple lenders. Closely comparable to Woonadviseur's Hypotheekadvies offering and broader one-roof real estate + mortgage positioning.
• Hypotheek Visie: National Dutch mortgage advisory franchise network offering independent advice across many lenders. Comparable to Woonadviseur's affiliated mortgage advisor network and one-stop-shop consumer model.
• Makelaarsland: Discount real estate brokerage in the Netherlands with flat-fee selling models. Comparable to Woonadviseur's verlegd selling offering and transparent-pricing positioning versus traditional percentage-based agents.
• Huis & Hypotheek: Dutch real estate and mortgage advisory network combining buying, financing and selling services under one brand. Highly comparable integrated model to Woonadviseur.

Others

• Funda: Dominant Dutch property listing portal and core integration partner for Woonadviseur. Comparable as a property data/lead infrastructure player but does not perform brokerage or mortgage advisory itself.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/woonadviseur
• LinkedInlinkedin.com/company/woonadviseur
• Instagraminstagram.com/woonadviseur

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Woonadviseur