Vitakruid and MultiSafepay: Supporting long-term growth with recurring payments

Every product is backed by scientific research. Every customer gets access to personalized health guidance. And every interaction is designed to support better health outcomes over time. 

But there was a gap in the experience they wanted to deliver. 

"Health isn't a one-time purchase," explains Tom Schoone, Controller at Vitakruid. "Our customers need consistent support. They're taking these supplements daily, often for months or years. We wanted to make it easier for them to stay on track without having to remember to reorder." 

The solution seemed obvious: subscriptions. But building a subscription model that actually worked for their customers meant finding the right payment infrastructure to support it. 

Years of partnership, ready for the next step 

Vitakruid had been working with MultiSafepay for years. As the business grew rapidly, that relationship became increasingly valuable. 

"Throughout our growth, MultiSafepay has been a reliable partner and easily reachable whenever we had questions," says Tom. "For a fast-growing company like Vitakruid, having that kind of payment partner is crucial." 

When they decided to build their subscription model in-house with development partner Weide Creative, they knew they needed payment technology that could keep up with their vision.  

Flexibility built on tokenization 

Working closely with MultiSafepay's technical support team, Vitakruid built a subscription system that puts flexibility first. Here's how it works: 

For the customer, it's simple. On product pages, they see a "herhaalgemak" (repeat-delivery) option, typically a 90-day supply. When they place their first order, they pay with iDEAL or credit card like any normal purchase. Behind the scenes, a secure payment token is created. This token is essentially a unique reference that allows future payments to be processed without storing sensitive card details. 

After that, it just works. Every 90 days, the payment is processed automatically using that stored token. The order appears in the customer's account and goes straight to fulfillment. No manual intervention is needed. 

But what makes Vitakruid's approach different is what happens next. 

"The flexibility is what sets us apart," Tom explains. "Customers have full control. They can add or remove products, pause their subscription, change quantities or flavors, bring deliveries forward if they run out early, or postpone if they still have stock." 

This level of control transforms the subscription from a commitment into a service that adapts to people's lives. 

API integration that simplifies operations 

MultiSafepay's API and tokenization capabilities made Vitakruid’s vision possible. Tokenization ensures customers don’t need to manually process payment or identification, maximizing success rates. After the initial transaction, payments happen automatically in the background.  

Currently, Vitakruid uses tokenization for iDEAL and credit cards, creating seamless recurring payments while maintaining security. 

The API integration brought operational simplicity. Subscription orders flow through the same systems as regular orders, eliminating the need for separate manual processes. This means Vitakruid’s logistics team handles all orders in the same streamlined way, whether they’re one-time purchases or recurring deliveries.  

Throughout development, the combination of clear API documentation, a robust sandbox environment, and our responsive support team enabled Vitakruid’s developers to implement the integration quickly and smoothly.  

Predictable revenue and stronger relationships 

The subscription model is now an established part of Vitakruid's offering, supporting their mission to provide long-term health guidance. 

While recurring payments come with operational challenges like expired cards, insufficient balances, and fraud flags, the model creates something valuable: predictable revenue and stronger long-term customer relationships. Tom notes that from a revenue perspective, recurring payments add value by creating more predictable repeat business. 

Beyond the subscription feature itself, the partnership with MultiSafepay has helped streamline Vitakruid's entire payment experience. Regular account management check-ins have led to checkout optimizations that benefit both the team and their customers, making the checkout clearer and more intuitive. 

Eyes on European expansion 

Vitakruid is focused on becoming the leading supplement brand across every segment of the Dutch market. But international expansion is on the horizon, and they see MultiSafepay as a partner in that growth. 

"We expect MultiSafepay to continue offering the most popular local payment methods in each EU country at competitive rates, so we can compete effectively," Tom explains. "Solutions like fast-checkout with PayPal help us lower friction for new customers in other European markets."