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Amsterdam, 4 February 2025 – Alleo, the platform for flexible employee benefits, is integrating CultuurWerkt! into its platform. With this acquisition, Alleo strengthens its mission to enhance employee engagement by combining technology with a wide range of benefit providers. The Amsterdam-based company aims to give culture a stronger position within employee benefits.
Since its founding in 2001 by Joop van den Ende, CultuurWerkt! (formerly Bedrijfs Cultureel Abonnement) has been on a mission to make culture more accessible to working professionals in the Netherlands. The company has since grown into the market leader in cultural activation, collaborating with over 400 cultural partners and reaching more than 100,000 employees through employers such as De Nederlandsche Bank, PostNL, and Amsterdam UMC.
Founded in 2021, Alleo's mission is to make employee benefits transparent, flexible, and personal. The platform offers solutions such as reward statements, HR software integrations, and an AI assistant that helps employees better understand their benefits. Its integrated marketplace includes a wide range of benefit providers, from sports facilities and leased bicycles to sustainable and cultural benefits. Employees also have the freedom to personalise salary components, such as additional leave days, holiday pay, and pension options.
Florian Gendrault, CEO of Alleo, explains: "Leisure activities through culture have long been an important part of our offering. Studies repeatedly show that experiences, such as attending a concert or theatre performance, create lasting memories and strengthen the bond between employees and employers. With CultuurWerkt!, we not only make culture more accessible but also an even greater part of flexible employee benefits. This allows us to inspire employees and help employers make their benefits more attractive."
Culture as part of employee benefits
With the acquisition of CultuurWerkt!, Alleo's reach expands to more than 200,000 employees. Employers and employees can now benefit from a comprehensive benefits platform, which now includes a wide range of cultural activities, from theatre and concerts to museum visits.
Michel Schreurs, Director of CultuurWerkt!, states: "Employers are increasingly looking for a comprehensive package that can be integrated with their HR software, and Alleo offers an ideal solution for this. With Alleo's technology and scale, we can take our mission to the next level and enable even more people to enjoy the power of theatre, museums, and everything the cultural sector has to offer."
The integration of CultuurWerkt! into Alleo’s platform will begin in February. Existing CultuurWerkt! customers will retain access to the familiar offerings while also having the option to benefit from Alleo’s broader range of services.
Alleo believes that every employee is unique, with individual needs and expectations. Alleo ensures that employee benefits are as personal, diverse, and inclusive as the teams they serve. The company aims to create a work environment where the compensation and benefits package is not only tailored to employees but also optimises their total income by leveraging tax and collective advantages.
CultuurWerkt! is a unique secondary employee benefit that lowers the barrier to cultural experiences with high, exclusive discounts and weekly prize draws. CultuurWerkt! connects more than 400 cultural partners, 200 companies, and over 160,000 employees, making it the market leader in linking organisations with cultural creators. With CultuurWerkt! as the central hub, working professionals in the Netherlands experience the power and diversity of culture. This sector deserves strong engagement and visitors, while employees, in turn, benefit from inspiration, creativity, and relaxation.