Gubbe

What Gubbe does

Gubbe (legal entity: Gubbe Sydän Oy) is a Finnish for-profit elderly care services company founded in 2018 and headquartered at Erottajankatu 1-3 A, Helsinki, with a secondary location reference in Espoo. The company operates a service platform that matches seniors with a vetted network of young "Gubbe helpers" for recurring visits covering companionship, outdoor activities, daily living assistance, technology support, respite care, and a Quick Home Cleaning add-on. Onboarding follows a 3-step process — needs assessment call, helper matching, and introduction visit — and emphasizes continuity through one dedicated helper per client rather than rotating caregivers, directly positioning against the fragmentation of traditional public home care.

Gubbe generates revenue primarily through subscription-based recurring visit fees paid by individual families, supplemented by managed-services contracts with Finnish municipalities and welfare areas (covering communal housing and service-voucher programs) and B2B subscriptions sold to corporate employers as employee benefits and CSR programs. Pricing is not publicly disclosed; the company offers a free trial visit and accepts public-sector service vouchers and subsidies. Distribution is multi-channel: direct website booking and call-center sales (Mon–Fri 8 am–4 pm) for D2C, direct field sales to municipalities and welfare areas, and HR-channel partnerships for corporate benefits.

The company is venture-backed with approximately USD 6.5M raised across three rounds (notable: EUR 4M in May 2022 co-led by Spintop Ventures and Tesi), operates with 11–50 employees, and is expanding from Finland into Sweden. Co-founders Meri-Tuuli Laaksonen and Sandra Lounamaa (CEO) lead the business. The technology layer is minimal — no proprietary AI, mobile app, API, or patents are disclosed — and the offering is fundamentally a human-delivered service business differentiated by relationship continuity, research-backed outcome claims (over 50% of clients report reduced loneliness), and 4.9/5 Facebook and 4.7/5 Google customer ratings.

Name

Gubbe

Legal name

Gubbe Sydän Oy

Website

https://gubbe.io

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Gubbe is a Finnish elderly care services company that matches seniors with dedicated young helpers for recurring companionship, daily living support, and respite visits, serving individual families, municipalities, and corporate employers across Finland and Sweden.

Ownership category

akta.pro rank

Product category

Elderly Care Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Chronic Care & Complex Care Management (HSABAIAD)

akta.pro secondary industries

Dementia & Alzheimer’s Respite Care (HSABAGAF), Benefits, Insurance & Entitlement Navigation (Medicare/Medicaid/VA/LTC) (HSABAIAG), Elder Services & Aging Support (BPAGAEAF)

Keywords

• Elderly care services
• Companionship services
• Disability services
• Respite care services
• Personal assistance services

Headquarters

HQ city

Espoo

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Elderly Care Services: Gubbe generates revenue through recurring service fees for elderly care visits, connecting seniors with young helpers for companionship, outdoor activities, daily living assistance, and technology support. Services are priced as subscription-based recurring visits tailored to individual client needs.
2. Disability Services: Personal assistance services for individuals with disabilities, providing tailored support for daily activities and social engagement.
3. Respite Care Services: Short-term care services providing relief for family caregivers, allowing them to balance caregiving with their own lives.
4. Public Sector Contracts: Services for municipalities and welfare areas, including communal housing services and service vouchers, funded through public subsidies and benefits.
5. Corporate Employee Benefits: B2B services offered to employers as employee benefits and corporate social responsibility initiatives, providing care services for employees' elderly family members.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Gubbe provides preventive and rehabilitative elderly care services by matching seniors with vetted young helpers for recurring companionship visits, outdoor activities, daily living assistance, technology support, and respite care. It also delivers disability services, personal assistance, communal housing support, and public-sector contracts, plus corporate employee-benefits programs, in Finland (with Sweden expansion).

Product overview

Gubbe is a Finnish elderly care service company that operates as a single unified platform connecting seniors with carefully matched young helpers ("Gubbe helpers") for personalized care and companionship. The service addresses elderly loneliness through human connection, offering a range of care services including elderly care, disability services, respite care, and personal assistance. Gubbe's model emphasizes consistent, trusted relationships between helpers and clients, providing practical support (daily living assistance, outdoor activities, technology help) alongside emotional companionship. The company serves both individual families (directly or through subsidies/benefits) and public sector partners (municipalities, welfare areas, communal housing). Additional offerings include corporate employee benefits and cleaning services. The service process follows a 3-step model: needs assessment, helper matching, and introduction visit. Gubbe operates in Finland and Sweden, with headquarters in Helsinki.

Differentiator

Problem solved

Functional benefit

Products and services

• Elderly Care Services Personalized elderly care connecting seniors with dedicated young helpers for companionship, outdoor activities, daily living assistance, and technology support to combat loneliness and maintain independence. Delivered to families with elderly loved ones in Finland and Sweden.
• Disability Services Care and assistance services for individuals with disabilities, providing personalized support tailored to individual needs and requirements for daily living, social engagement, and outdoor activities.
• Respite Care Services Temporary relief for family caregivers, providing trusted helpers who care for loved ones while family members take a break from caregiving responsibilities.
• Personal Assistance Services One-on-one personalized assistance for individuals needing support with daily activities, tailored to their specific circumstances and preferences.
• Subsidies and Benefits Service voucher and subsidy programs to help clients access Gubbe's care services through public funding options.
• Services for Municipalities Partnership services for municipal governments to provide elderly care support to residents through Gubbe's platform.
• Services for Welfare Areas Collaborative care services for welfare area administrations to support community-dwelling elderly residents.
• Communal Housing Services Care services designed for residents of communal housing and senior living facilities.
• Employee Benefits Corporate employee benefit program allowing companies to offer Gubbe's care services as part of employee benefits packages for staff with elderly family members.
• Corporate Social Responsibility CSR partnership programs enabling corporations to support elderly care in their communities through Gubbe's platform.
• Quick Home Cleaning Cleaning services offered as an additional service for clients needing household assistance as part of a Gubbe visit.

Quantifiable outcome

• Over 50% of clients experience reduced feelings of loneliness and improved quality of life
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and secondary.

• MunicipalitiescoreStrategic or Co-development PartnerFinnish municipalities as service partners for elderly care, offering services through public sector contracts, welfare area agreements, and communal housing services.
• Welfare AreascoreStrategic or Co-development PartnerRegional welfare areas in Finland receiving Gubbe services as part of integrated elder care delivery systems.
• Corporate EmployerssecondaryChannel Partner/ Reseller/ DistributorEmployers offering Gubbe services as employee benefits for staff caring for elderly family members, or through corporate social responsibility programs.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Geria AB: Geria is a Swedish elderly home care provider focused on personal assistance and companionship, directly comparable to Gubbe's model as it expands into Sweden.
• Humana AB: Humana AB is a Swedish Nordic care provider offering personal assistance, elderly care, and disability services, operating a model closely aligned with Gubbe's subscription-based in-home support across the Nordics.
• Attendo AB: Attendo is a major Nordic care provider delivering home care, elderly care, and social services across Finland and Sweden, directly competing with Gubbe for municipal elderly care contracts.
• Ambea AB: Ambea operates Nordic care brands including Nytida and Vardaga across elderly, disability, and social care, competing directly with Gubbe in Sweden and Finland in personal assistance and home-based care.
• Esperi Care Oy: Esperi Care is a Finnish care provider offering residential and home-based elderly care services, competing with Gubbe in municipal and welfare area contracts in Finland.
• Mainio Vire Oy: Mainio Vire is a Finnish care provider delivering disability, mental health, and elderly services, comparable to Gubbe in personal assistance and recurring in-home care delivery.
• Olivia Hemtjänst AB: Olivia Hemtjänst is a Swedish home care operator providing personal assistance and daily living support to seniors, comparable to Gubbe's Nordic in-home care model.

Broad incumbents

• Mehiläinen Oy: Mehiläinen is one of Finland's largest private healthcare and care service providers, offering broader medical, elder care, and home care services that overlap with Gubbe's in-home care offering.
• Terveystalo Oyj: Terveystalo is a publicly listed Finnish healthcare provider delivering a broad portfolio of medical and occupational health services, adjacent to Gubbe's preventive elder care and corporate benefits offerings.
• Pihlajalinna Oyj: Pihlajalinna is a Finnish listed provider of primary care, elderly care, and home care services, overlapping with Gubbe's care delivery model at a broader healthcare portfolio scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gubbe624
• Facebookfacebook.com/gubbe.finland
• LinkedInlinkedin.com/company/gubbe
• Instagraminstagram.com/gubbe.fi

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gubbe