Woning En Gezin

What Woning En Gezin does

Woning en Gezin is a Belgian family advisory firm headquartered in Hasselt (with an additional insurance office in Genk) that delivers bundled advisory services to Flemish families across legal, accounting, insurance (BOAR fire/accident/risk and life), investment, credit/mortgage, and energy domains under a single point-of-contact model. The firm follows a structured four-step advisory process (needs analysis, tailored advice, implementation, and ongoing aftercare) delivered through home visits, office consultations, online appointment booking, and a network of self-employed sales agents supported by the Woning & Gezin Academy training program. Core technology is limited to operational tooling — Brokercloud for insurance administration, a custom energy comparison tool (Vergelijker) at tools.woningengezin.be, and a smartphone shop — rather than a proprietary platform; the value proposition rests on human advisory expertise rather than software.

The business model is predominantly commission-based: revenue accrues from transaction fees on facilitated mortgages and credits, professional services and commissions on insurance policies (Life and Non-Life), and energy contract facilitation including a 25-year fixed-rate solar panel and home battery program priced at €0.2703/kWh against a ~€0.4382/kWh market average. Independent sales partners operate on a transaction-fee commission basis with warm leads provided by the firm rather than cold prospecting. Regulatory positioning is anchored by FSMA registration (0728976576), authorizing financial advisory activities in Belgium. Founded by Stefano Pastorelli (Oprichter & gedelegeerd bestuurder), the firm is privately held with no disclosed external investors, reports serving 4,000+ families cumulatively with a stated 97% customer satisfaction score, and has built brand through content marketing, social media (Facebook, Instagram, LinkedIn), community sponsorships, and a stated 21+ years of advisory experience (a tenure figure that exceeds the 2019 incorporation date in available firmographic data, indicating predecessor brand or founder experience is counted into the '21+ years' claim).

Name

Woning En Gezin

Legal name

Woning en Gezin

Website

https://woningengezin.be

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Woning en Gezin is a Hasselt, Belgium-based family advisory firm serving Flemish families with bundled legal, insurance, mortgage, investment, accounting, and energy advisory services delivered via home visits, offices, and independent sales agents on a commission-based model.

Ownership category

akta.pro rank

Product category

Family Advisory Services

SIC

Insurance Agents, Brokers & Service (6411), Loan Brokers (6163), Investment Advice (6282)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH), Risk Management & Insurance Advisory for Families (FSAAADAK)

Keywords

• Family advisory services
• Insurance brokerage
• Energy consulting
• Mortgage advisory
• Financial planning advice

Headquarters

HQ city

Hasselt

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Advisory Services: Revenue generated through advisory services for credits, mortgages, and financial planning. The company has access to a broad network of credit providers and mortgage lenders, earning commissions or fees for facilitating financial products to families.
2. Insurance Advisory and Administration: Revenue from insurance advisory services (BOAR - fire, accident, and risks insurance) including policy administration, claims handling, and customer advice. Operates from Genk office with both administrative and advisory staff.
3. Energy Advisory and Contract Facilitation: Revenue from energy advisory services, helping families find optimal energy contracts. May include commissions from energy providers for facilitated contracts, including the special 25-year fixed-rate solar panel and home battery program.
4. Sales Partner Commissions: Self-employed sales agents operate on commission basis, earning commissions for advisory conversations that result in family enrollment in various services (insurance, energy, investments). Commission structure grows with agent engagement and results.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Woning en Gezin provides holistic family advisory services to Flemish families, acting as a single point of contact for legal advice, accounting, insurance advisory, investment advisory, mortgage and credit advisory, and energy consulting. The company follows a structured four-step process of needs analysis, tailored proposal, implementation, and ongoing aftercare, supported by more than 50 specialists and over 21 years of experience.

Product overview

Woning en Gezin operates as a comprehensive family advisory platform offering an all-in-one advisory service for legal, financial, and household matters. The core offering includes personal advice on insurance (BOAR insurance administration), credit and mortgages, energy solutions (including solar panels, home batteries, and contract analysis), investments, legal matters, accounting, and home safety audits. The company also provides specialized tools including an energy comparison tool (Vergelijker) and smartphone shop through tools.woningengezin.be, and operates the Woning & Gezin Academy for training sales partners. The service model follows a four-step process: initial consultation and needs analysis, tailored advice proposal, implementation of solutions, and ongoing support.

Differentiator

Problem solved

Functional benefit

Brands

• Woning & Gezin Academy: Internal training academy for sales partners providing courses on conversation techniques, relationship building, tailored advice methods, and practical tools for advising families on insurance, energy, investments, and financial planning.

Products and services

• Woning & Gezin Adviesdiensten (Family Advisory Services) Comprehensive family advisory services for Flemish households, providing expert guidance on legal, financial, insurance, investment, mortgage, credit, and energy matters through a single point of contact. The four-step process includes needs analysis, tailored proposal, implementation, and ongoing aftercare.
• Woningaudit (Home Energy Audit) Comprehensive home energy audit analyzing current energy consumption and exploring energy-saving solutions such as solar panels and other sustainable energy sources. Targeted at Flemish families seeking to reduce energy costs and improve home sustainability.
• Kredieten en Hypotheken Advies (Credit and Mortgage Advisory) Expert advice on credit and mortgage solutions tailored to individual financial situations, with access to a broad network of credit providers and mortgage lenders. Designed for families seeking to purchase a home or obtain personal credit.
• Verzekeringsadvies (Insurance Advisory) Insurance advisory services (BOAR – fire, accident, and risks insurance) helping families understand, select, and manage their insurance portfolio, including policy administration and claims handling from the Genk office.
• Energieadvies (Energy Advisory) Energy advisory services including energy contract analysis, comparison against market rates, and facilitation of optimal energy contracts. Helps families identify savings opportunities of potentially over €1,000 per year.
• Gratis Zonnepanelen en Thuisbatterij Pakket (Free Solar Panels and Home Battery Package) Partnership-based solution enabling families to receive free solar panels and home batteries with a fixed low energy rate of approximately €0.2703/kWh for 25 years, leveraging a virtual battery network collectively managing smart home batteries.
• Vergelijker (Energy Comparison Tool) Standalone online comparison tool available at tools.woningengezin.be for families to compare energy contracts and other offerings on the market.
• Smartphone Shop Online smartphone shop available at tools.woningengezin.be providing families with mobile device purchasing options as part of the household advisory ecosystem.

Quantifiable outcome

• 97% customer satisfaction rate
• +3 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Themakamer Theater (TKT)minorGTM or Marketing PartnerThemakamer Theater (TKT) is a creative organization offering thematic theater in unique and interactive forms, creating immersive theater experiences that stimulate imagination and are educational for young and old. Woning en Gezin supports TKT through sponsorship, enabling the theater to continue developing and offering its productions to a wide audience.
• Boven de WolkenminorGTM or Marketing PartnerBoven de Wolken provides professional photography for parents of angel babies (stillborn infants), helping them capture lasting memories of their lost baby. The organization works free of charge and gives parents photos that can help them through a difficult mourning period. Woning en Gezin helps Boven de Wolken with financial support so they can continue their important work.
• KinderkankerfondsminorGTM or Marketing PartnerKinderkankerfonds provides essential support to children fighting cancer and their families through financial aid for treatments, organizing recreational activities for affected families, and supporting scientific research into childhood cancer. Woning en Gezin contributes financially to support these children and families in difficult times.
• FSMA (Financial Services and Markets Authority)coreOthersFSMA registration (0728976576) indicates the company is authorized to provide certain financial advisory services in Belgium under the regulatory oversight of the Belgian Financial Services and Markets Authority.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AG Insurance: Major Belgian life and non-life insurance carrier with extensive tied agent network across Flanders; broad incumbent in the same insurance distribution space where Woning en Gezin competes on advisory.
• Belfius: Large Belgian bank and insurer offering mortgages, insurance, and investment products to households; competing incumbent with much broader balance sheet and product set, but overlapping on mortgage and family financial advice.
• DVV Insurance (Belgian): Belgian insurance incumbent (part of Belfius group) selling insurance and investment products directly to households through tied agents; broader portfolio than Woning en Gezin but overlapping in family insurance and BOAR products.

Direct peers

• De Hypotheker: Largest Dutch/Belgian mortgage brokerage franchise network offering independent mortgage and credit advice to consumers, directly competing with Woning en Gezin's mortgage/credit brokerage services in Belgium.
• Hypotheek.winkel: Belgian mortgage broker with a franchise model offering independent credit and mortgage advice, very similar in target customer (Flemish families) and product focus to Woning en Gezin's credit and mortgage advisory.
• Van Bruggen Adviesgroep: Dutch/Belgian financial advisory franchise network offering mortgage, insurance, and investment advice through independent advisors — comparable multi-product advisory model and franchise distribution approach.
• VDV Adviesgroep: Belgian insurance and financial advisory group providing integrated insurance, mortgage, and financial planning advice to households; competes with Woning en Gezin's all-in-one family advisory positioning.

Emerging players

• Independer.be: Belgian price comparison and lead-generation platform for insurance and financial products; threatens disintermediation of Woning en Gezin's commoditized advisory services by routing customers direct to providers.
• Solar Profit: Belgian solar panel and home battery installer offering similar long-duration fixed-rate solar+battery propositions to Flemish households, directly competing with Woning en Gezin's flagship energy product.
• Lampiris (TotalEnergies): Belgian energy supplier with green/fixed-rate tariff products comparable to Woning en Gezin's 25-year solar/battery offer; competing for the energy advisory wallet share that is increasingly important to the firm's mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61559005823627&locale=nl_NL
• LinkedInlinkedin.com/company/woning-en-gezin
• Instagraminstagram.com/woningengezin

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Woning En Gezin