New Funda packages 2026: what they cost and what they demand of your strategy

On 16 September 2026, Funda replaced its Premium and Compleet packages with Bronze, Silver and Gold. Bronze costs €231 and Gold €536, both excluding VAT; the cheapest package used to cost NVM members €110 and Premium €235. Sellers can now also pay Funda directly. For a multi-branch organisation, that is a strategic question, not just a cost line.

The new rates next to the old ones

The figures come from two reports: the NOS (Dutch public broadcaster) reported the new structure on 18 June 2026, and Vastgoed Actueel on 22 June 2026. Funda is the dominant Dutch property portal; the NVM is the largest Dutch association of estate agents. The rates apply to a Funda listing for a home for sale.

The consumer prices come from estate agencies informing their clients, such as Snelder Zijlstra (17 August 2026), and from MakelaarsScan. They match the NOS figures: €231 plus VAT is €279, and €536 plus VAT is €649.

Our own arithmetic: for an NVM member, Bronze is more than double the old entry level, and Gold is 128% more expensive than Premium. The NOS report does not mention a separate Bronze rate for non-members.

What each package includes

According to the NOS, the packages offer larger adverts with more photos, top placement in search results, a map view with asking prices and, in the most expensive package, an AI tool that furnishes the home virtually. Agents informing their clients describe the structure as follows:

Vastgoed Actueel adds that images from the AI styler must be recognisable as AI-generated. According to agents informing their clients, a promotion runs from 16 September to 31 December 2026: anyone who pays Funda directly for Bronze gets Silver, and anyone who pays for Silver gets Gold. Check the terms before you mention that promotion in a proposal.

Paying Funda directly

The biggest change is not the price but the invoice. From mid-September the rates are public, and the seller can pay Funda for the package directly, alongside the agent's commission.

Evelien Emondts of Funda told the NOS that sellers want to "know better where they stand" (translated). According to the NVM, Funda's majority shareholder, the agent's role remains secure and price transparency "fits the times" (translated).

The objection from 19 NVM departments

Not every NVM agent shares that reading. On 13 July 2026, the NOS reported that 19 regional and local NVM departments had signed a letter opposing the new rates. Their objections:

• the price increase is "disproportionate" (translated);
• the homeowner will receive two invoices, one from the agent and one directly from Funda;
• they see risks of conflicts of interest and reputational damage to the industry.

Wim Bakker, chair of the NVM department Noord-Holland Noord, said: "Funda now holds a great deal of high-quality data, and a great deal of money is being made from it." And: "Why is there such a drive to make direct contact with clients?" (both translated). Funda has received the letter and will meet the departments.

Criticism is also heard beyond that letter. Maarten Grosfeld (NVM West-Brabant) told Vastgoed Actueel that some agents fear their role in the sales process will eventually disappear. Vastgoed Nederland, the association formed by VBO and VastgoedPRO, called the change a "hunt for more profit" (translated).

For a director, the debate matters less than what the change demands of your own organisation. That comes down to three questions.

Pass the cost on or absorb it

Floris van der Peijl of the MVA (the Amsterdam estate agents' association) argued in Vastgoed Actueel (22 June 2026) that agents who had included Funda costs in their all-in price and now let the client pay directly may need to revisit their own fees. That is the first choice.

Let the client pay separately. Your commission looks lower and the client sees what Funda costs. On the other hand, the seller gets a relationship of their own with Funda and will compare Bronze, Silver and Gold themselves, without your advice.

Absorb it into your fee. You keep control of the presentation and a single invoice, but you carry the price risk. A selling agent cost €5,800 on average in 2025 (Krib.nl, analysis of 23,000 quotes, published 2 February 2026); Gold therefore amounts to roughly 9 to 11% of that average commission, depending on how you treat VAT. Across a year and several branches, that is a margin effect that shows up in your EBITDA.

A hybrid is also conceivable: Bronze included in your fee as standard, with a heavier package as a paid extra that you recommend. Which route fits depends on your positioning in each region. A uniform answer for all branches is not a given.

The risk of a direct client relationship

The point Bakker raises deserves a sober look. A platform that invoices the seller itself has a direct payment relationship with that seller. Whether and how Funda will use that relationship is unknown, and the NVM says the agent's role remains secure. But a director who knows the numbers does not plan on a promise.

The strategic lesson reaches beyond Funda. The more of your sales instructions arrive through a single channel you do not own, the more exposed you are to that channel's pricing decisions. That makes your own lead sources more valuable: your website, your valuations, your newsletter, your referrers and the people who once viewed a property with you. Those relationships are in your name.

The same applies to an acquisition. Buying an agency mainly means buying its lead flow and its relationships, and those are worth more the less they depend on a single platform. How to test that is covered in acquiring an estate agency.

Decide branch by branch

You can only choose rationally between passing the cost on and absorbing it, or between Bronze and Gold as the standard, if you know per branch what Funda delivers compared with your other sources. That is only possible if a seller's source is recorded all the way to the signed agency agreement.

A branch in a region where Funda supplies most of the sellers needs a different policy from a branch with a strong database of its own. How to measure a source all the way to the commission is covered in which lead source wins instructions. How to put that on the table every quarter is covered in the quarterly report for a multi-branch agency.

KeyVue records the source of every lead and reports conversion by source and by branch. The viewer portal with its survey also generates new leads from viewings, a source that is entirely in your own name.

The wider context

The rate change lands in a market where ABN AMRO (2 April 2026) expects fewer transactions: 3% fewer in 2026 and 4% fewer in 2027. Higher costs per listing on a shrinking volume put margins under pressure. According to the RIGO report for the Ministry of Housing and Spatial Planning (VRO) (February 2026), independent agents already pay more per Funda listing than affiliated agents. For those who want to grow, that strengthens the logic of scale. Why is explained in consolidation among Dutch estate agencies. What this means for your organisation is on growing as an estate agency group.

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