Salet Uitvaartverzorging

What Salet Uitvaartverzorging does

Salet Uitvaartverzorging is a family-owned funeral services provider founded on January 1, 2016 by Jeroen and Roxanna Salet in Rotterdam, Netherlands. The company offers personal funeral guidance covering burial (begrafenis), cremation (crematie), and full-spectrum related services including body preparation and viewing, coffin selection, flower arrangements, mourning cards, obituary placement, transport, ceremony coordination, grave monuments, ash disposition, and aftercare. Sub-services extend to pre-planning (wilsverklaring), free insurance policy review, online condolences via the Memori platform, live streaming of ceremonies, and organ/tissue donation guidance.

The company's core asset base is the personally delivered service of its two founders, supported by an owned mourning center (Rouwcentrum Alexander) opened in April 2019 with three intimate family rooms offering 24/7 key access and a 75-100 seat ceremony aula, plus an owned white Lincoln funeral car. There is no specialized technology platform; the service model relies on direct 24/7 phone, WhatsApp, and in-home visits by Jeroen or Roxanna Salet. The business holds the Keurmerk Uitvaartzorg sector certification (December 2018) and founder Jeroen Salet holds the Register Uitvaartverzorger individual designation (March 2019), with average post-funeral customer satisfaction scores of 9.5/10 (2019) and 9.6 (2018).

Revenue mechanics are entirely transactional and direct-to-consumer: itemized one-time fees per funeral with a base rate of €1,825 plus add-ons, averaging €5,000-€6,000 per funeral and starting from €5,000 for a basic package. There are no intermediaries, resellers, or recurring subscriptions. Customers are bereaved families and individuals in the greater Rotterdam region (Rotterdam, Lansingerland, Capelle aan den IJssel, Barendrecht, Schiedam and surrounding municipalities) reached via word-of-mouth, regional earned media, SEO-optimized website content, YouTube Q&A videos, and Google reviews. The active caseload is constrained by the 1-10 employee, family-operated structure, with revenue not publicly disclosed.

Name

Salet Uitvaartverzorging

Legal name

Salet Uitvaartverzorging

Website

https://saletuitvaartverzorging.nl

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Salet Uitvaartverzorging is a family-owned funeral services provider founded 2016 in Rotterdam, Netherlands, offering personal burial, cremation, and related funeral guidance directly from founders Jeroen and Roxanna Salet to bereaved families in the greater Rotterdam region, supported by its own mourning center and funeral car.

Ownership category

akta.pro rank

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Funeral Arrangement Services: The primary revenue stream is one-time fees for organizing and conducting funerals (begrafenis and crematie). Services include body preparation, coffin selection, funeral ceremony coordination, transport, flowers, mourning cards, obituary placement, and aftercare. Pricing is itemized with a base rate of €1,825 plus add-ons, averaging €5,000–€6,000 per funeral. No recurring subscription model.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Salet Uitvaartverzorging is a family-owned funeral services provider offering personal funeral guidance, burial and cremation arrangements, body preparation and viewing, mourning center facilities, funeral transport, and related aftercare services to bereaved families in the Rotterdam region. The core offering centers on direct, personal contact with founders Jeroen and Roxanna Salet from the moment of death through the funeral ceremony, supported by their own mourning center (Rouwcentrum Alexander) and funeral car.

Product overview

Salet Uitvaartverzorging is a family-owned funeral home (founded 2016) offering personal funeral guidance as a single unified service, centered on direct contact with founders Jeroen and Roxanna Salet. The company operates its own mourning center (Rouwcentrum Alexander), owns a white Lincoln funeral car, and provides a comprehensive range of funeral-related sub-products and services including coffin selection, flowers, mourning cards, burial and cremation services, ash destination arrangements, grave monuments, living will declarations, online condolence registers, and live streaming. The core service differentiates through 24/7 availability, personal attention, and their own funeral home facilities including family rooms for laying out the deceased.

Differentiator

Problem solved

Functional benefit

Products and services

• Persoonlijke Uitvaartbegeleiding Personal funeral guidance service providing direct contact with Jeroen or Roxanna Salet from the moment of death through the funeral ceremony, covering all arrangements.
• Rouwcentrum Alexander Owned mourning center with three intimate family rooms, an aula for ceremonies (seating 75-100 people), wheelchair accessibility, free parking, and 24/7 family access with personal key.
• Rouwauto (Witte Lincoln) Company-owned white Lincoln funeral car for transporting the deceased, with additional options for following cars, special transport (motorcycle, carriage, truck, bus), and flag decorations.
• Uitvaartkisten Range of funeral coffins including particle board, solid wood, ecologically responsible wood, photo-finished, self-painted, chalk-decorated, and funeral planks.
• Bloemen Funeral flower arrangements including wreaths, coffin decorations, and loose flowers, supplied through partner Bloemenplantage.
• Rouwkaarten en Aankondigingen Mourning cards and death announcements with various designs from traditional bordered cards to custom cards with photos, plus newspaper advertisements.
• Verzorging en Opbaring Care and laying out of the deceased including dressing, makeup, and hair care, with home or mourning center options.
• Begrafenis Burial services including transport to cemetery, ceremony in cemetery aula or at the grave, with options for general graves, private graves, or natural graves.
• Crematie

Quantifiable outcome

• Average customer satisfaction score of 9.5 out of 10 based on post-funeral surveys (2019)
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered minor.

• BloemenplantageminorStrategic or Co-development PartnerBloemenplantage is a flower supplier used by Salet Uitvaartverzorging for funeral flower arrangements (mourning wreaths and coffin decorations). The company works with this partner to ensure timely delivery and quality of funeral flowers. Flowers from Bloemenplantage are described as affordable, aligning with the company's affordable funeral positioning.
• Crematorium and Begraafplaats SchollevaarminorOthersSalet Uitvaartverzorging works regularly with Begraafplaats en Crematorium Schollevaar in Capelle aan den IJssel, one of the commonly used funeral venues in their service area. The facility has an aula with ~120 seats, family rooms, two condolence spaces, and a cemetery.
• Crematorium HofwijkminorOthersCrematorium Hofwijk in Rotterdam is one of the crematoria in the Rotterdam region where Salet Uitvaartverzorging regularly conducts cremation ceremonies. The company attended the Lichtjesavond (lights evening) memorial event at Crematorium Hofwijk.
• Crematorium St. LaurentiusminorOthersCrematorium St. Laurentius in Rotterdam is one of the regional crematoria used by Salet Uitvaartverzorging. The facility offers an outdoor farewell path where family can accompany the deceased to the cremation oven.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• Uitvaartland.nl: Online funeral comparison and information platform in the Netherlands that helps families compare funeral directors, costs and services. Competes for the same customer's research phase that Salet targets through its content marketing and SEO-optimized website.

Broad incumbents

• PC Hooft Groep: Family-owned Dutch funeral services group with multiple locations and its own facilities (including mourning centers). Comparable in family-owned DNA and facility ownership, but at significantly larger scale than Salet, serving a broader geography.
• DELA: Largest Dutch cooperative for funeral services and insurance with national coverage and a strong Rotterdam presence. Overlaps with Salet on the funeral arrangement side, but DELA bundles insurance products, operates its own crematoria, and competes primarily at scale rather than on personal-service depth.
• Yarden: Dutch funeral cooperative (now part of DELA following a 2019 merger) that historically offered funeral services, insurance and pre-planning nationwide. Operates in the same category with broader resources, contrasting with Salet's owner-led, single-region positioning.
• Monuta: Major Dutch funeral services and insurance cooperative with a national footprint and regional funeral directors. Comparable in serving bereaved families in the Rotterdam region, but operates a much larger, more standardized model rather than the personal-owner-operator approach Salet emphasizes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/saletuitvaartverzorging
• LinkedInlinkedin.com/company/salet-uitvaartverzorging

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Salet Uitvaartverzorging