Hofland Advies

What Hofland Advies does

Hofland Advies is a sole proprietorship registered in the Netherlands, founded in 2009 by Katrientje Hofland and operating from two locations in Oegstgeest. Originally launched under the name Leerlinggids and rebranded in 2016 with marketing firm Merkmannen, the practice provides study choice (studiekeuze) and career choice (beroepskeuze) advisory services for secondary school students (VMBO/HAVO/VWO), current HBO/WO students and graduates, and working adults, with secondary audiences of parents, school counselors (decanen), and reintegration clients. The offering combines professional-grade psychodiagnostic testing — including LINC interests/competencies, QBF personality, MCT-M/H intelligence testing, and WISC for primary school group 8 students — with ongoing coaching and an all-inclusive engagement model.

The technical stack is built on standardized psychodiagnostic instruments (most of which may only be administered by credentialed psychologists/pedagogues) and the Toekomstkamer Virtual Reality coaching methodology licensed from De Veranderkamer, where Hofland holds VRandercoach and VRteamcoach certifications (since August 2023) and serves as a supervisor. Services are delivered one-to-one in person or via video, and there is no self-serve or productized digital channel.

The business model is pay-as-you-go professional services with transparent public pricing: assessments between €519 (WISC) and €999 (combined package), coaching at €105 per hour, plus bespoke VR team coaching. The go-to-market relies on organic SEO via the company website and blog, a Facebook page, a "Voor de Wind" newsletter, and word-of-mouth referrals including an explicit decaan (school counselor) referral channel and three reintegration partnerships (2de Spoor, R3, Solid Sense) for Spoor 2 trajectories. Revenue is not publicly disclosed; the firm is a single-operator practice with no employees, no investors, and no parent entity.

Name

Hofland Advies

Legal name

Hofland Advies

Website

https://hoflandadvies.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Hofland Advies is a Dutch sole-proprietor study and career choice advisory practice in Oegstgeest, founded in 2009 by Katrientje Hofland, serving secondary school students, university students, and working adults with credentialed psychodiagnostic testing, VR coaching, and personalized trajectory support.

Ownership category

akta.pro rank

Product category

Career Counseling Services

NAICS

Professional and Management Development Training (61143), Human Resources Consulting Services (541612)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Individual Outplacement & Career Coaching (BPACAOAA)

akta.pro secondary industry

Stress Management & Burnout Prevention Coaching (HSADAGAD)

Keywords

• Study choice counseling
• Career coaching services
• Psychodiagnostic assessment
• Stress burnout coaching
• Vocational aptitude testing

Headquarters

HQ city

Oegstgeest

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Study Choice & Career Assessment Services: One-time fee services including interest and personality testing (LINC, QBF) at €690, aptitude/intelligence testing (MCT-M/H) at €569, or combined assessment packages at €999. Services provided in-person with comprehensive reporting and follow-up discussions included.
2. Coaching Sessions: Hourly coaching sessions at €105 per hour for stress/burn-out coaching, career coaching, and planning/motivation coaching. Sessions available in-person or via video call. Number of sessions determined based on individual needs.
3. Group 8 Intelligence Testing (WISC): Intelligence testing for primary school students (group 8) at €519 including VAT. Includes 2-2.5 hours of testing, written report, and parent consultation.
4. VR Team Coaching: Team coaching using Virtual Reality technology. Price determined through consultation. Conducted in partnership with De Veranderkamer.
5. Spoor 2 Reintegration Trajectories: Career reintegration coaching services provided through partnerships with 2de Spoor, R3, and Solid Sense since 2022. Services to find optimal workplace matches for employers and employees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Hofland Advies is a sole-proprietor advisory practice providing study choice and career choice counseling to Dutch students, parents, and working adults. Services combine credentialed psychodiagnostic testing (LINC interest/competency test, QBF personality questionnaire, MCT-M/MCT-H aptitude test, WISC intelligence test for children) with personal interviews, follow-up consultations, and ongoing coaching. Expanded offerings include VR-based future visualization coaching, career coaching, stress/burn-out coaching, exam anxiety coaching, planning/motivation coaching, team coaching, and 2de Spoor reintegration trajectories delivered through partner organizations.

Product overview

Hofland Advies operates as a single-person practice offering study and career choice guidance primarily for young people (from group 8 students to ~28 years old) and expanded coaching services for adults. The core offering consists of studiekeuze-/beroepskeuzetrajecten (study and career choice trajectories) combining LINC interest/competency testing and QBF personality assessment with personal interviews, supplemented by capacity/intelligence testing (MCT-M/MCT-H) when needed. Coaching services include VR Coaching using the Toekomstkamer methodology from De Veranderkamer, Loopbaancoaching (career coaching), Stress en Burn-out Coaching, Faalangst (exam anxiety) coaching, Planning & Motivatie coaching, Teamcoaching with VR, and 2de Spoor reintegration trajectories. The company rebranded from 'Leerlinggids' to 'Hofland Advies' with marketing support from Merkmannen, and the owner Katrientje Hofland holds certifications including Noloc-registered career professional and VESB-certified stress/burn-out coach.

Differentiator

Problem solved

Functional benefit

Products and services

• Studiekeuze- en beroepskeuzetrajecten (Study and Career Choice Trajectories) Comprehensive study and career choice guidance program combining personal interviews, interest/personality testing (LINC), capacity testing (MCT-M/MCT-H), and ongoing coaching until the client makes an informed decision; for Dutch students and adults facing study or career choice.
• Loopbaancoaching (Career Coaching) Career coaching for adults seeking new challenges, career switches, or job searches, including CV preparation, LinkedIn profile development, and interview preparation; priced at €105 per hour.
• Stress en Burn-out Coaching Systematic 8-step evidence-based methodology to help clients manage stress and burnout symptoms and restore sustainable well-being; priced at €105 per hour.
• Faalangst Begeleiding (Exam Anxiety Coaching) Coaching for exam anxiety and performance fear, teaching relaxation exercises, techniques, and confidence-building strategies for students facing test stress.
• Planning & Motivatie Coaching Coaching service addressing planning difficulties and motivation issues, helping students develop effective study habits and routines with parental involvement; priced at €105 per hour.
• VR Coaching (Toekomstkamer) Virtual reality-based coaching using the Toekomstkamer methodology where clients create and adjust their own future image in VR, grounded in scientific evidence on mental rehearsal and behavioral memory.
• Teamcoaching met VR Team coaching using VR technology to improve collaboration, feedback mechanisms, and team cohesion through individual VR sessions followed by group sessions; price by arrangement.
• 2de Spoor Trajecten (Reintegration/Outplacement Coaching) Career reintegration and outplacement coaching delivered in partnership with 2de Spoor, R3, and Solid Sense, focused on finding optimal workplace matches for transitioning employees.
• Interesse- en Eigenschappentest (LINC & QBF) Online interest and personality assessment combining LINC (vocational interests and competencies) and QBF (Quick Big Five personality) to map career and study preferences; €690 including online testing, detailed report, and consultation.
• Capaciteitenonderzoek (MCT-M/MCT-H) Intelligence and capacity test (MCT-M for MBO/HBO, MCT-H for HAVO/VWO) measuring numerical, verbal, spatial reasoning and working speed, administered by qualified psychologists; €569 including same-day results and consultation.
• WISC Intelligence Test for Group 8 Students Wechsler Intelligence Scale for Children administered to Dutch group 8 primary school students in a 1-on-1 setting without school pressure; €519 including VAT for 2-2.5 hours of testing, written report, and parent consultation.

Quantifiable outcome

• Students successfully choose studies matching their talents and proceed to graduate and find employment in their chosen fields

Named customers17 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• 2de SpoorcoreStrategic or Co-development Partner · 1 January 2022Since 2022, Katrientje regularly works for 2de Spoor providing reintegration coaching to find optimal workplace matches for employers and employees. She brings motivating, enthusiastic, and positive work attitude to guide people toward fitting career paths.
• R3coreStrategic or Co-development Partner · 1 January 2022Since 2022, Katrientje regularly works for R3 providing reintegration coaching to find optimal workplace matches for employers and employees.
• Solid SensecoreStrategic or Co-development Partner · 1 January 2022Since 2022, Katrientje regularly works for Solid Sense providing reintegration coaching to find optimal workplace matches for employers and employees.
• De VeranderkamercoreTechnology or Integration · 1 January 2020De Veranderkamer developed the future-oriented coaching methodology (Toekomstkamer/Virtual Reality coaching). Katrientje trained as VRandercoach and VRteamcoach and has been using this method with great pleasure and results for 3 years. She is also involved as a supervisor at this organization. Since August 2023, she has been a certified VRandercoach.
• MerkmannenminorStrategic or Co-development Partner · 1 January 2016Marketing agency that helped with rebranding from 'Leerlinggids' to 'Hofland Advies'. Conducted marketing trajectory including brand positioning, target audience definition, and visual identity development (including compass logo).

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Randstad Nederland: Largest Dutch HR services firm offering loopbaancoaching, outplacement, and assessment services as part of a much broader staffing portfolio — competes on the reintegration/B2B side while dwarfing Hofland Advies in scale.
• UWV (Uitvoeringsinstituut Werknemersverzekeringen): Dutch government agency that administers spoor 2 reintegration services and works with affiliated coaches — sets pricing and channel dynamics for the reintegration market in which Hofland Advies operates via 2de Spoor/R3/Solid Sense.

Others

• De Veranderkamer: Developer of the Toekomstkamer VR coaching methodology and Hofland Advies's technology partner; trains and certifies VRandercoaches and VRteamcoaches in the same VR-based future-visualisation method Katrientje delivers to clients.
• 2de Spoor: Dutch reintegration and outplacement organisation that is both a client-partner and adjacent competitor, sourcing spoor 2 trajectories from practitioners like Hofland Advies and running parallel loopbaancoaching services.
• Noloc: Dutch professional association for career coaches that registers Noloc-recognised Career Professionals — a credentialing body whose membership pool (including Katrientje Hofland) constitutes the supply of comparable Dutch loopbaancoaches.
• Decanaat.nl / Nationaal Decanaat Congres: Dutch school-counselor (decaan) network and professional development ecosystem that serves as both a referral channel and an adjacent buyer of assessment services — represents the institutional counterpart to Hofland Advies's decaan partnerships.

Direct peers

• Qompas: Dutch study-choice platform offering interest and capacity assessments, university matching, and personalized guidance to secondary and higher-education students — directly comparable to Hofland Advies's LINC/MCT-based studiekeuzetrajecten for the same Dutch student segment.
• CareerCompany: Dutch career coaching and outplacement firm providing loopbaancoaching and reintegration trajectories to individuals and corporates — competes head-on with Hofland Advies's Loopbaancoaching and 2de Spoor services.
• Studiekeuze123: Major Dutch study-choice information and assessment portal used by secondary school students — overlaps directly with Hofland Advies's interest/personality testing and decentralised selection preparation offerings.
• Talent&Pro: Dutch career and personal development coaching practice serving professionals and students with loopbaancoaching, assessments, and stress-related coaching — directly comparable service mix and target segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hofland-advies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Hofland Advies