Advidens

What Advidens does

Advidens is an independent financial advisory firm headquartered at Turfstraat 41, Zutphen, Netherlands, serving private individuals, SMBs, self-employed professionals, expats, and students in the Gelderland region. Founded in 1998 and operating for more than 25 years, the firm delivers advice across four pillars: mortgages (Hypotheek), insurance (Verzekeringen), lending (Geld Lenen), and general financial planning (Financieel Advies), with access to more than 35 mortgage banks, 30+ insurers, 50 commercial lenders, and 12 personal loan banks. Its product mix includes standard and niche offerings such as sustainability mortgages, BKR mortgages, expat mortgages, ZZP mortgages, green loans, and the Zzuper self-employed income-protection product.

The business is built on a consultative, relationship-driven go-to-market model supported by a team of nine named advisors and operations staff. Customer acquisition combines an in-office presence in central Zutphen with a digital layer comprising a content-rich knowledge bank, online mortgage and loan calculators, the UwKluis and Mijn DigiMap client portals, an Upiva-powered health insurance comparison module, and email newsletters. Advidens also mediates RegioBank private and business banking products, allowing clients to consolidate banking and advisory under one relationship.

Revenue is generated through a combination of advisory fees (mortgage advisory typically €1,500-€3,000 per engagement) and commissions or brokerage fees from banks, insurers, and lenders whose products are placed. The firm is registered with the AFM (12015395), KvK (08139628), and Kifid (300.010452), and holds SEH-issued Erkend Financieel Adviseur and Erkend Hypotheekadviseur certifications. Technology plays a supporting role via standard industry tools; there is no proprietary platform or AI-driven capability disclosed.

Name

Advidens

Legal name

Advidens

Website

https://advidens.nl

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Advidens is an independent Dutch financial advisory firm in Zutphen providing mortgage, insurance, lending, and financial planning advice to private individuals, SMBs, self-employed professionals, expats, and students across more than 35 banks and 30+ insurers.

Ownership category

akta.pro rank

Headquarters

HQ city

Zutphen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Fees: Advidens charges fees for financial advisory services including mortgage advice, insurance advice, and general financial planning. These are typically charged as consultation fees or flat-rate fees for specific services. The firm also earns commissions from financial product providers (banks, insurers) whose products they recommend to clients.
2. Commission from Financial Products: The firm earns commission/brokerage fees from banks and insurance companies when they facilitate mortgages, insurance policies, and loans for clients. This includes mortgages from 35+ banks, insurance from 30+ insurers, commercial financing from 50 lenders, and personal loans from 12 banks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Advidens is an independent financial advisory firm in Zutphen, Netherlands, providing advice and brokerage services across mortgages, insurance, personal and business lending, and financial planning for individuals and companies. The firm compares products from 35+ mortgage banks, 30+ insurers, 50 commercial lenders, and 12 personal loan banks, and mediates RegioBank banking products. Revenue comes from advisory/service fees charged to clients and commissions from product providers whose offerings are facilitated.

Product overview

Advidens is an independent financial advisory firm in Zutphen, Netherlands, operating for over 25 years. The company provides a comprehensive suite of financial services organized around four core pillars: Hypotheek (mortgages), Verzekeringen (insurance), Geld Lenen (lending), and Financieel Advies (financial advisory). The mortgage arm offers purchase, transfer, sustainability, and refinancing mortgages through access to 35+ banks. Insurance services cover private, business, and specialized products (vehicle, health, self-employed income protection) from 30+ insurers. Lending covers personal loans, business credit, and green/sustainability loans from 50 commercial lenders and 12 personal loan banks. The company also operates supplementary tools including a health insurance comparison module, a housing alert service, and client portals (Mijn DigiMap, UwKluis). Advidens acts as an intermediary/broker for RegioBank private and business products. The firm is recognized as an Erkend Financieel Adviseur and Erkend Hypotheekadviseur by SEH.

Differentiator

Problem solved

Functional benefit

Products and services

• Hypotheek (Mortgages) Mortgage advisory and brokerage service covering house purchases, mortgage transfers, sustainability mortgages, mortgage increases, and mortgage refinancing, with comparison across 35+ banks. Includes specialized sub-offerings for first-time buyers, second-steppers, divorcees, self-employed (ZZP) borrowers, expats, students, and BKR-registered clients.
• Verzekeringen (Insurance) Private and business insurance brokerage covering commercial vehicle insurance, living expense insurance, Zzuper (self-employed AOV/income protection), health insurance comparison, directors' liability insurance, and goods transport insurance, with access to 30+ insurers.
• Geld Lenen (Lending/Loans) Personal and business lending services including business mortgages, current account overdrafts, business loans, green/sustainability loans, and personal loans, with access to 50 commercial lenders and 12 personal loan banks for comparison.
• Financieel Advies (Financial Advisory) Independent financial advisory for individuals and businesses covering financial planning, retirement planning, investment guidance, tax planning, estate planning, and divorce financial planning.
• Woning Alert Service Housing alert service that notifies users about available properties matching their criteria, helping clients stay informed about the Dutch housing market.
• Zorgverzekering Vergelijker (Health Insurance Comparison) User-friendly online comparison module for finding the best health insurance tailored to individual needs and budget, including a dedicated MKB (SMB) health insurance comparison.
• Schade Melden (Damage/Claim Reporting Service) Damage and insurance claim reporting service with direct reporting portals for NH1816, Klaverblad, Unigarant, Voogd, Nationale Nederlanden, and Nedasco policyholders, facilitated by Advidens.

Quantifiable outcome

• 9.7/10 customer satisfaction rating from 673 reviews on Advieskeuze.nl

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• RegioBankcoreChannel Partner/ Reseller/ DistributorAdvidens acts as a mediator for RegioBank's private and business banking products, allowing clients to consolidate all their finances under one roof. This partnership enables the firm to offer comprehensive banking services alongside their advisory services.
• NH1816minorOthersInsurance company partner for property damage claims. Customers with NH1816 insurance can report claims through the NH1816 app or website, facilitated by Advidens.
• Klaverblad VerzekeringenminorOthersInsurance company partner for property damage claims. Customers can report claims through Klaverblad's website as facilitated by Advidens.
• UnigarantminorOthersInsurance company partner for property damage claims. Customers can report claims via Unigarant's online form as facilitated by Advidens.
• VoogdminorOthersInsurance company partner for property damage claims. Customers can report claims through the Polismap app as facilitated by Advidens.
• Nationale NederlandenminorOthersInsurance company partner for both private and business property damage claims. Separate portals for private and business customers as facilitated by Advidens.
• NedascominorOthersInsurance company partner for property damage claims. Claims handled through fillable forms requested via Advidens.
• 35+ Mortgage BankscoreOthersAdvidens has access to over 35 banks for mortgage products, enabling them to compare and find the best mortgage solutions for clients. This network provides significant advantage over single-bank advisors.
• 30+ Insurance CompaniescoreOthersAdvidens has relationships with over 30 insurance companies, providing access to a wide range of insurance products to meet client needs.
• 50 Commercial LenderscoreOthersAdvidens has access to 50 lenders for commercial financing and leasing, enabling comprehensive business financial services.
• 12 Personal Loan BankscoreOthersAdvidens offers personal lending options from 12 banks, enabling comparison shopping for personal loans.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Moneyou: ING-owned direct mortgage and savings brand; overlaps with Advidens on Dutch mortgage origination but competes primarily on digital self-service rather than personal advisory.
• Nationale-Nederlanden: Large Dutch insurance and banking incumbent whose products Advidens distributes; comparable on the insurance distribution side though NN operates at vastly greater scale as a carrier, not an advisor.
• Univé: Dutch insurance cooperative with a regional advice footprint comparable to Advidens, but operating as a carrier with its own tied advisors rather than an independent broker.
• Rabobank: Major Dutch retail bank offering mortgages, insurance, and financial planning through tied advisors; competes with Advidens for the same consumer segments but with branch-based captive distribution.
• Independer: Major Dutch financial product comparison platform covering mortgages, insurance, and loans; overlaps with Advidens on comparison-driven acquisition but operates as a digital incumbent rather than a personal advisory firm.

Direct peers

• De Hypotheker: The largest Dutch mortgage broker chain, directly comparable to Advidens as an independent mortgage advisory firm placing customers across multiple banks, but operating at national scale.
• Hypotheek Visie: Dutch mortgage advisory franchise with a comparable multi-bank comparison model, serving consumers and self-employed borrowers across the Netherlands.
• DGA Hypotheken: Dutch mortgage broker specializing in director-major-shareholder and self-employed (ZZP) income scenarios — a segment where Advidens also actively competes.

Others

• RegioBank: Dutch community bank that Advidens mediates for; relevant as a channel partner and indirect comparator for embedded financial advice in regional Dutch markets.
• Advieskeuze: Dutch financial advisor comparison and review platform on which Advidens' 9.7/10 rating and 673 reviews are surfaced; serves as both a distribution channel and a benchmarking tool for independent advisory firms like Advidens.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebooknl-nl.facebook.com/advidens
• LinkedInlinkedin.com/company/advidens

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Advidens