Algemene Vereniging Schoolleiders

Name

Algemene Vereniging Schoolleiders

Legal name

Algemene Vereniging Schoolleiders

Website

https://avs.nl

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Utrecht

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 provide core revenue, with members receiving access to helpdesk services, legal support, professional development, CAO representation, publications, and networking opportunities.
2. Professional Development Programs: Revenue from training programs, courses, workshops, and leergangen (learning trajectories) offered through AVS Academie, ranging from €1,895 to €8,500 per program.
3. Publications Sales: Sales of KADER magazine (€19.95 per edition) and CAO PO publications (€24.95). Additional products include work distribution guides and educational handbooks.
4. Study Trips: International study trips with pricing ranging from approximately €4,495 to €5,895, accredited through Ascenda.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

AVS is a Dutch professional association (vereniging) that supports approximately 6,000 school leaders across primary, secondary, special and MBO education through annual memberships. It delivers a helpdesk advisory service with one-day response, free legal support for labor and employment matters, exclusive representation in CAO PO collective labor agreement negotiations, accredited professional development programs via the AVS Academie, the KADER membership magazine, international study trips, and on-site workshops and consulting for schools.

Product overview

AVS (Academie & Vakvereniging Schoolleiders) is a professional association for school leaders in Dutch primary and secondary education. The organization offers a comprehensive portfolio of services organized around three pillars: advice and support (AVS Helpdesk, legal support, DGO negotiation services), professional development (AVS Academie with training programs, study trips, workshops, and mentoring/mentor matching platforms), and member representation (Ledenraad, commissions, member surveys). Key products include the AVS Helpdesk for practical advice, AVS Academie for accredited training programs, the KADER professional magazine, web shop for publications, interim and mentor placement platforms, and specialized services like on-site expertise and curriculum implementation support.

Differentiator

Problem solved

Functional benefit

Products and services

• AVS Helpdesk

Quantifiable outcome

• Helpdesk response within one working day
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• ATTC (Academie voor Talentontwikkeling, Training en Coaching)coreStrategic or Co-development PartnerAVS partners with ATTC to deliver school leader training programs. The 'Leading Beyond Boundaries' program prepares aspiring school leaders for positions in primary and secondary education. ATTC provides accredited educational programs while AVS provides industry expertise and access to member network.
• SLO (Nationaal Centrum voor Curriculumontwikkeling)coreStrategic or Co-development PartnerAVS collaborates with SLO to develop the 'Curriculair Leiderschap' (Curricular Leadership) learning trajectory, supporting school leaders in implementing updated core objectives (kerndoelen) in primary education. Joint development of curriculum leadership programs.
• PO-RaadcoreStrategic or Co-development PartnerAVS participates in CAO negotiations with PO-Raad (employer organization for primary education) as the representative body for school leaders. AVS is the only party specifically advocating for school leaders' interests in primary and special education CAO negotiations.
• Ascenda (Schoolleidersregister PO)coreOthersAVS professional development programs are accredited by Ascenda (formerly Schoolleidersregister PO), the professional register for school directors. Training programs provide 20-100 points for re-registration requirements.
• Sectorraad GO (Gespecialiseerd Onderwijs)coreStrategic or Co-development PartnerAVS works with Sectorraad GO to develop specialized learning trajectories for school leaders in specialized education (gespecialiseerd onderwijs), addressing the unique support needs and complex contexts of this educational sector.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Others

• PO-Raad: Employer-side counterpart representing primary education school boards in CAO negotiations with AVS. Comparable because it sits across the same Dutch primary-education negotiating table and shapes the policy environment AVS operates in.
• Algemene Onderwijsbond (AOb): Dutch education union representing teachers and education staff with legal, CAO, and professional development services. Adjacent to AVS in target audience (education professionals) and overlapping in legal/collective-bargaining offerings.
• CNV Onderwijs: Dutch union branch serving education professionals, providing CAO representation, legal support, and training. Comparable as an alternative voice for school staff that overlaps with several AVS service categories.

Regional players

• National Association of Head Teachers (NAHT): UK professional association and trade union for head teachers. Comparable in mission and member-service portfolio (advice, training, advocacy) but operating in the UK education system.
• National Association of Elementary School Principals (NAESP): US professional association for elementary and middle-level school leaders offering advocacy, professional learning, and member benefits. Comparable mission to AVS in primary education leadership representation, but in a different geography.
• Association for Supervision and Curriculum Development (ASCD): US-based international education leadership association providing professional learning, publications, and advocacy. Comparable as a professional membership body for educators and school leaders, but with a global rather than national scope.
• National Association of Secondary School Principals (NASSP): US association representing secondary school principals with advocacy, professional development, and member services. Mission-comparable to AVS but serving a different geographic and segment market.

Direct peers

• VOS/ABB: Dutch professional association for school leaders in secondary and further education. Directly comparable to AVS in mission and member-services model, but focused on a different (voorgezet onderwijs) segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/schoolleider
• Facebookfacebook.com/algemeneverenigingschoolleiders
• LinkedInlinkedin.com/company/algemene-vereniging-schoolleiders

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Algemene Vereniging Schoolleiders