Invest in the next generation of SaaS startups

Get involved with startups by investing

  • Are you considering investing in Saas Startups?
  • Are you a committed investor?
  • Do you want to build a portfolio with Startups active in different sectors?
  • Do you want to know more about how you can really help a startup?
  • Curious about the return & other details of such an investment?

On this page you will find all information about investing in the Holland Startup Fund. You can also book a call with us here to get acquainted & download our information brochure

The Holland Startup Fund

Holland startup is a “startup studio” for the next generation of SaaS companies. 

We take promising founders along from the earliest possible moment in an iterative, step-by-step process in which their startup must meet strict criteria in order to continue. can go to the next stage of our startup studio, up to the first funding.

We consist of two parts: the Holland Startup Studio and the Holland Startup Fund. The Startup Studio selects the best entrepreneurs from thousands of applications twice a year; together with them we test concepts to eventually develop startups. We help startups through an iterative process to arrive at an unambiguous, quantifiable problem with proven customer needs and realize a proof of concept. Several start-ups are developed each year and transferred to the fund.

From Startup to Scale-Up in 27 months

In the lifecycle of the startups, the fund invests several times on the basis of predefined milestones such as validated market fit, successful pilot & first revenue streams. Each investment finances the runway until the next milestone, and so on until the startup is ready for Series A funding. 

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We build startups with a proven step-by-step process


Team and direction
1 months
  • Excellent founders are selected by the Studio
  • Co-founders find each other within Holland Startup
  • Guidance in team composition and assessment
  • Training program in Value Proposition Design
  • Core team assessment by Studio


Business Idea
2 months
  • Startup determines problem to be solved with structured ideation methods
  • Training program in Lean Startup methods
  • Training program in Value Proposition Design
  • Feedback from investors on Team & Idea
  • Startup provides preliminary research of interesting ideas
  • Studio tests team composition and idea for market value, feasibility and ROI


Funded startup
7 months
  • Startup conducts market research for the product
  • Startup collects data to substantiate the business plan by doing its own research
  • Studio team guides and supports the startup in the research
  • Studio team assesses the results and advises the fund in investment decisions
  • Startup develops a proof-of-concept to test the plan and product idea


First revenue
10 months
  • Startup develops an MVP to deliver to first customers
  • Pilot projects are being carried out with the first customers to demonstrate the value of the product in practice
  • The MVP will be further developed based on the results of the pilot projects
  • The business model is refined and tested based on customer experience
  • Startup receives training and support in Sales, Marketing and Development


recurring revenue
10 months
  • Objective in this phase: repeatable sales process and sufficient MRR
  • Startup develops sales process based on SaaS Sales method, guided by the Studio
  • Startup develops and refines financial models
  • Studio supports the startup with preparation for follow-up financing and pitch training
  • Startup collaborates with Studio on follow-up financing


Prepare for scale-up
10 months
  • Objective in this phase: growth of turnover and of the organization
  • Startup develops sales organization and distribution process
  • Startup validates the financial models
  • Startup collaborates with Studio on follow-up financing

Why invest in Holland Startup?

Focus on early phase

Holland Startup focuses on early phase investments. By investing from the start of the company when the valuation is still low, a high return can be achieved. The risk is limited by intensive supervision and the step-by-step investment decisions.

Spreading of risk

The fund invests in a portfolio of early stage startups. This ensures a lower risk compared to investing directly in a startup. The intensive guidance and the step-by-step investment ensure an optimal return.

Studio guidance

All entrepreneurs are guided in the Studio and by the Community of startups. This ensures fast and better development of the team, product and sales and marketing. Entrepreneurial coaching helps in personal development.

Data-driven unbiased decisions

Investment decisions, or the decision not to invest further, are made on the basis of data that is structurally collected and checked in a unique data model. We measure data about the team, knowledge development and the underpinning of the business model.

Market risk priority

The guidance by the Studio ensures that startups first reduce the market risk, before expensive software development is carried out. Investment in the product is only made when this has been sufficiently demonstrated by means of market experiments.

Innovation & SDG goals

Entrepreneurs and startups are selected for innovation: realizing new applications of techniques to solve business problems or achieve SDG goals.

A team that makes startups successful

At Holland Startup, we believe that the quality of a startup is directly determined by the quality of its environment. That is why we have a strong focus on creating an environment in which founders with questions about any area can always turn to someone with more experience or a different perspective.

In addition to our focus on community building and a shared office space with other inspiring founders, we also have a fully dedicated Venture Support team. This team consists of industry experts and entrepreneurs with proven experience in sales, marketing, fundraising, and recruitment. We are entrepreneurs who have “seen it all”. 

During the journey from startup to scaleup, our founders regularly meet with our venture coaches to spar, devise new strategies or be coached on a trajectory that they now focus on.


The partners of the Holland Startup Fund

What does investing in the Holland Startup Fund II mean?

The mission of the fund

Investing in young growth companies, the so-called startups, aspiring entrepreneurs the opportunity to start a software company, create tomorrow's successes: That is our goal. 

Holland Startup is very different from other investments such as real estate investments.

Successful Startups are characterized by a slow start, a middle stage of fast growth, and a long stage of further development and internationalization. 

Once a startup has broken through, the turnover has become repetitive and predictable, the sales proceeds are highest. 

By standing at the base of new growth companies, to mitigate the start-up risk as much as possible, and smartly applying working capital financing, a very high return can be obtained.

Fund II Terms Summary

The process from introduction to investment


    In this we give you all the information you need about our fund, our startups & our method and we answer any questions you have.


    Meet our team, our startups and our management team and get a feel for the "vibe" of Holland startup. In this meeting we get to know each other even better and we go deeper into the fund and how the Holland Startup Studio makes our startups so successful.


    If you are a good fit, we will invite you to our data room, where you can find the precise contracts, deal terms and other sensitive information needed to come to a deal together.

  • In-depth Q&A Session

    When all data from the data room has been viewed, a meeting will follow at our office to discuss the deal terms and agree on all the fine details. At the end of this conversation you will know everything about what to expect.


    When you have no more questions, we invite you to fill in and sign a subscription form and we will raise a glass of champagne together!

  • Join the Holland Startup Family

    Be invited to all our drinks, pitches, investor meetings and other events related to our startups.

Ready to take the next step?

Register for our webinar "Investing in Startups"

In this extensive webinar, Holland Startup founder Robbert Jan Hanse takes you into the world of investing in startups. While many entrepreneurs and investors find this topic interesting, there are still many assumptions and misinformation, which means that the image that people have of angel investing is a lot different from reality.

In 60 minutes, Robbert Jan takes you through what it means to be an angel investor, outlines the advantages and disadvantages of this model, explains how traditional angel investing may not be the best choice for many entrepreneurs and outlines a unique alternative model for investing in startups that better suits the needs of the “modern” investor

This session is interactive and leaves room for questions, discussion and even short case studies if they are relevant to the group.

In addition, you will learn everything you would like to know about Holland Startup and how our Fund works, and we will answer all your questions about investing in the Holland Startup Fund and what the next steps are if you find this interesting.


Not ready for a webinar yet, but want to take action?

Book a initial interview with one of our partners

Have you already browsed our website and read our white paper? Or are you just into taking immediate action? 

Book an appointment directly with one of our partners for a 1-on-1 introduction.

Download our Investor White Paper

Read our white paper “Why investors should invest in startups”, in which we discuss the diversification in investment portfolios and points of attention when investing in startups.

Get monthly updates in our Newsletter

Sign up for our newsletter and once a month we will send you all interesting new developments within Holland Startup, such as achievements from our startups, successful exits and other relevant information for potential investors in our fund.