Van Poppel Advies

What Van Poppel Advies does

Van Poppel Advies, operating under the legal name Poppel & Made Subsidieconsultants, is a Rijswijk-based Dutch advisory firm that helps companies secure R&D and innovation subsidies administered primarily by RVO and the Dutch Ministry of Economic Affairs. Founded in 2012 by Kai van Poppel after five years working inside RVO, the firm specializes in WBSO wage-cost relief, RDA, Eurostars, MIT, Horizon2020, and Innovatiebox applications, with a dedicated WBSO voor ICT vertical for software developers. Sebastiaan van der Made, a former senior consultant at one of the largest Dutch subsidy advisory firms, joined as co-partner in 2015.

The firm's service portfolio combines core consulting with a set of self-service digital assets: a Subsidie Quickscan eligibility checker, a WBSO Rekentool calculator, and the Subsidiewekker newsletter/alert service. These tools support top-of-funnel lead generation, while conversion is driven by free initial advisory calls in which consultants typically determine subsidy eligibility within 5-10 minutes. Delivery is direct, with no intermediaries, and is targeted at Dutch enterprises, mid-market firms, and SMBs performing technical R&D.

The revenue model is professional services on a predominantly No Cure No Pay basis, where fees are only charged upon successful subsidy award; larger engagements use a mixed structure with a smaller upfront commitment and a reduced success-based percentage. The firm is privately held by its two founders, has no external investors, no parent company, and operates only in the Netherlands. Named customers surfaced in public testimonials include Phinion, Taxonic B.V., and Macomi B.V., all multi-year technology sector clients.

Name

Van Poppel Advies

Legal name

Poppel & Made Subsidieconsultants

Website

https://poppelmade.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Van Poppel Advies is a Rijswijk-based Dutch consultancy that helps companies apply for R&D and innovation subsidies such as WBSO, RDA, Eurostars, MIT, Horizon2020, and Innovatiebox, primarily on a No Cure No Pay basis for Dutch SMBs, mid-market firms, and enterprises engaged in technical R&D.

Ownership category

akta.pro rank

Headquarters

HQ city

Rijswijk

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

Revenue model

1. Subsidy Consultation Services: Professional services revenue from helping Dutch companies apply for and obtain R&D subsidies (WBSO, RDA, Eurostars, MIT, Horizon2020, Innovatiebox). Operates primarily on No Cure No Pay basis where fees are only charged upon successful subsidy application. For larger subsidy projects, uses mixed fee model with smaller upfront commitment fee and reduced success percentage upon achievement.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Van Poppel Advies is a Netherlands-based consultancy that helps Dutch businesses apply for and obtain R&D and innovation subsidies — most prominently the WBSO tax credit, plus RDA, Eurostars, MIT, Horizon2020 and Innovatiebox. The firm manages the full subsidy application lifecycle for clients (eligibility assessment, application, administration, objection) on a No Cure No Pay success-fee basis for smaller claims and on a fixed/project fee for larger engagements.

Product overview

Van Poppel Advies is a subsidy consulting firm (operated as Poppel & Made Subsidieconsultants) offering advisory services centered around Dutch and European innovation subsidies. The core offering is WBSO consulting for R&D tax relief, supported by complementary tools including the WBSO Rekentool (calculator) and Subsidie Quickscan (eligibility checker). The firm also provides the Subsidiewekker alert service and specialized services for ICT companies and larger innovation programs (Eurostars, MIT, Horizon2020). All services are delivered through experienced consultants including Kai van Poppel (former RVO specialist) and Sebastiaan van der Made (senior consultant), with a No Cure No Pay pricing model for standard subsidies.

Differentiator

Problem solved

Functional benefit

Products and services

• WBSO Subsidieadvies Full-service WBSO advisory for Dutch businesses performing technical R&D — covering eligibility assessment, application preparation, submission, objection support and ongoing administration, paid primarily on a No Cure No Pay success-fee basis for smaller claims.
• WBSO voor ICT Dedicated WBSO advisory tailored to Dutch ICT companies, including software developers, IT-service providers and digital agencies, with consulting focused on technology-specific R&D eligibility.
• Eurostars, MIT & Horizon2020 Advies Advisory for international and EU innovation grant programs including Eurostars, MIT and Horizon2020, helping Dutch and European R&D-intensive organizations apply for, win and administer multi-partner international R&D funding.

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hezelburcht: One of the largest Dutch independent subsidy and R&D grant consultancies. Directly comparable to Van Poppel Advies as a Dutch advisor for WBSO, regional/EU innovation grants, and R&D tax schemes; differs by being significantly larger and serving a broader mix of sectors beyond ICT.
• Subsidieadvies.nl (KplusV group): Dutch subsidy advisory firm under KplusV focused on helping businesses access national and EU subsidies including WBSO. Directly comparable service offering and geography, with a broader sector footprint than Van Poppel Advies.
• Stimulus Programmamanagement: Dutch firm specialized in managing R&D subsidy applications and innovation financing for companies and research institutions. Directly comparable as a Netherlands-based WBSO and EU-grant advisor with overlapping client base in tech and manufacturing.
• PNO Consultants: European innovation and R&D grant consultancy with strong Dutch presence advising on Horizon Europe, Eurostars, MIT, and WBSO. Directly comparable in scheme coverage; differs in geographic breadth across multiple EU countries.
• Zelis Subsidieadvies: Dutch boutique specializing in WBSO and innovation subsidies for SMEs and tech firms. Closely comparable in size, ICT focus, and No Cure No Pay style engagement model.

Broad incumbents

• Berenschot: Large Dutch consultancy with a public-sector and innovation practice touching subsidy and R&D advisory. Comparable service area but operates as a broad management consultancy rather than a specialist WBSO boutique.
• Grant Thornton R&D Tax & Grants (Netherlands): Mid-tier advisory firm with an R&D tax credit and grants practice covering WBSO and EU schemes. Comparable offering with broader consulting footprint; positions more toward mid-market and enterprise clients.
• EY (Ernst & Young) R&D and Innovation Incentives (Netherlands): Big 4 firm with a dedicated R&D and innovation incentives practice advising on WBSO, RDA, and European grant programs. Broader tax/advisory portfolio than Van Poppel Advies; competes primarily for larger enterprise mandates.
• Deloitte R&D Tax Credits & Grants (Netherlands): Big 4 advisory practice with a Dutch R&D tax credits and innovation grants team serving WBSO and Horizon Europe clients. Comparable end-service but at materially larger scale and across broader tax/innovation portfolio; competes most directly for enterprise R&D advisory mandates.

Others

• RVO (Rijksdienst voor Ondernemend Nederland): Dutch government agency that administers WBSO, RDA, MIT, and other innovation subsidy schemes. Not a competitor but the issuer/evaluator of the programs Van Poppel Advies advises on; founder Kai van Poppel previously worked here, making RVO the upstream counterpart institution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/VanPoppelAdvies
• LinkedInlinkedin.com/company/van-poppel-advies

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Van Poppel Advies