Zekerheid voor de lange termijn
a.s.r. (asrnederland.nl) scores 72 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Finance brands, Healthcare brands, Real Estate brands, in the 30th percentile of 13768 Finance brands.
a.s.r. is a Dutch financial services company headquartered in Utrecht, founded in 2008. It offers insurance, savings, investment, mortgage, and pension products to individuals and businesses in the Netherlands. The company emphasizes sustainable investing, directing premiums toward green energy while excluding investments in child labor and the tobacco industry. a.s.r. positions itself as a reliable provider of long-term financial security combined with socially responsible investment practices.
| Brand Name | a.s.r. |
|---|---|
| Domain | asrnederland.nl |
| Industry | Finance, Healthcare |
| Founded | 2008 |
| Headquarters | Utrecht |
| Main Competitors | Achmea, Aegon, NN Group, Allianz Nederland (84/100), Rabobank (87/100), ING (79/100), Vivat, Univé (86/100) |
Moz Domain Authority 39/100 vs category average 40 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #2,196,299 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
No Wikipedia presence was found - a major gap, since Wikipedia is among the most heavily weighted sources in AI training data.
The homepage meta description reads "Verzekeringen - sparen en beleggen - hypotheek - pensioen. We investeren je premie in groene energie, niet in kinderarbeid of de tabaksindustrie." (Meta description: 22 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is NL-only, limiting citation in English-language AI answers.
Detected tech stack: Vue.
Social footprint: verified profiles on X (Twitter), Instagram, YouTube; no detected presence on LinkedIn, Facebook, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is a.s.r.?", Claude could identify the brand as of October 2026. a.s.r. (ASR Nederland) is a major Dutch insurance and financial services group based in Utrecht, offering life and non-life insurance, pensions, mortgages, and asset management to individuals and businesses in the Netherlands. Best known for Being one of the largest insurance companies in the Netherlands, with roots tracing back to the nationalized Fortis/ASR insurance operations after the 2008 fina.
When asked "Best brands similar to a.s.r.?", Claude would recommend a.s.r. as of October 2026. It's one of the top Dutch insurers and would naturally come up alongside names like Achmea, Aegon, and NN Group when discussing major Dutch insurance or financial services providers.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
a.s.r.'s main competitors in Finance: Allianz Nederland (84/100), Rabobank (87/100), ING (79/100), Univé (86/100).
Sources: Brand Analyzer scan
a.s.r. offers insurance products, savings accounts, investment products, mortgages, and pension plans for both private individuals and businesses in the Netherlands.
Sources: a.s.r. official site
a.s.r. is a Dutch insurance and financial services company based in Utrecht, founded in 2008, offering insurance, savings, investment, mortgage, and pension products to individuals and businesses in the Netherlands.
Sources: a.s.r. official site
a.s.r. has limited AI-search visibility, scoring 34/100 on Brand Analyzer's AI visibility composite (visibility 25, trust 30, recommendation 53). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: a.s.r. official site
a.s.r. was founded in 2008. a.s.r. operates in the Finance category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
a.s.r. is headquartered in Utrecht. a.s.r. operates in the Finance category.
Sources: Wikidata
a.s.r. provides insurance, savings and investment products, mortgages, and pension solutions for private individuals and businesses, investing customer premiums with a focus on sustainability, specifically green energy, while excluding sectors like child labor and tobacco.
Sources: a.s.r. official site
a.s.r. scores 53/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Finance options. Recommendation depends on crawlability, structured data, and category authority.
Sources: a.s.r. official site
a.s.r. is known for combining traditional insurance and financial services with a sustainable investment policy, notably investing premiums in green energy and avoiding investments linked to child labor and the tobacco industry.
Sources: a.s.r. official site
a.s.r. can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: a.s.r. official site
a.s.r.'s customers are primarily individuals and businesses in the Netherlands seeking insurance, mortgages, pension arrangements, and savings or investment products with a sustainable focus.
Sources: a.s.r. official site
a.s.r. scores 34/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
a.s.r. has a weak AI-visibility profile at 34/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (53/100) and its weakest is visibility (25/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #2,196,299 (Tranco) and open access for AI crawlers (GPTBot, ClaudeBot, etc.). The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, a low Moz Domain Authority of 39/100 and thin schema.org structured data. In a live check, Claude could already identify a.s.r. from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to a.s.r.: As-invest (72/100), ARS National Services Inc (72/100), Assuro (72/100), Astorg (72/100).
A step up - brands to learn from: Zurich Italia (81/100), Zurich Insurance Group (81/100).
Category leader: Stripe (97/100).
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