Lavendla

What Lavendla does

Lavendla AB is a Stockholm-headquartered, private Swedish service company founded in 2014 (org. nr. 556977-7674) that operates three integrated service lines under one brand: Lavendla Begravning (full-service funeral planning and ceremony coordination), Lavendla Juridik (family-law advisory covering estate settlement, wills, cohabitation agreements, marriage contracts, and powers of attorney), and Lavendla Terapi (therapy and counseling including grief processing, couples therapy, ADHD assessment, and clinical psychology). The company combines a national physical office network across nine Swedish cities (Stockholm, Gothenburg, Malmö, Uppsala, Borås, Linköping, Umeå, Västerås, Örebro) with a 24/7 phone advisory line, video/phone consultation delivery, and self-serve online tools including a guided legal-document builder (Digitala Avtal) priced at 195-495 SEK and a library of 40+ validated psychological self-assessment tests. Target customers are Swedish individuals and families navigating difficult life events — bereavement, estate and family legal matters, and mental-health challenges — rather than enterprise accounts.

The revenue model blends professional-services fees (lawyer consultations at SEK 2,995-8,995, therapy sessions at SEK 1,200-1,500, coaching services, and individualized funeral packages) with low-friction self-serve transaction revenue (digital legal documents at SEK 195-495). Pricing for funeral services is published on a dedicated page but disclosed only on inquiry; a free first legal consultation is used as a conversion tool. The therapy business operates a two-sided marketplace model: customers browse, compare, and book 250+ certified therapists and psychologists across 36+ therapy types, with sessions delivered in-person or via video; therapists are likely contracted rather than employed, which is consistent with the firmographic 1-10 employee headcount and the disclosed 10,000+ cumulative completed sessions.

Distribution combines direct phone-led sales, organic-search-driven content marketing (extensive FAQ library, the 'Livsviktigt' podcast on Spotify, and the self-assessment test library as top-of-funnel lead generation), customer review aggregation through Trustpilot, and local branch footfall. The company has raised roughly SEK 3.1M across two disclosed funding rounds in 2015 (SEK 235K, The Springfield Project) and 2018 (SEK 2.87M, led by eEquity with Bonnier Capital), with no disclosed institutional investors, parent company, or M&A activity. Operational scale metrics include 15,000+ customers helped, 4.7-4.8/5 ratings across 6,000-7,000 reviews, and SEK 8M+ routed to charitable organizations (Hjärnfonden, Alzheimerfonden, Cancerfonden) through memorial-donation partnerships integrated with payment provider Ping Payments and donation intermediary Pennybridge AB.

Name

Lavendla

Legal name

Lavendla AB

Website

https://lavendla.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Funeral and Bereavement Services

NAICS

Funeral Homes and Funeral Services (812210), Offices of Lawyers (54111), Other Individual and Family Services (624190)

SIC

Services-Legal Services (8111), Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)

akta.pro primary industry

Palliative Care, Hospice & Serious Illness Support (BPAGACAK)

akta.pro secondary industries

Family & Private Client (Trusts & Estates) Law (BPAHAAAK), Estate & Probate Administration Services (FSAEAKAD), Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home (HSABAFAH)

Keywords

• Funeral services
• Family law services
• Therapy and counseling
• Digital legal documents
• Bereavement support

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Legal Services (On-site/Remote Consultation): In-person or video/telephone consultations with qualified lawyers for estate settlement, property division, wills, cohabitation agreements, powers of attorney, and other family law matters. Priced per engagement from 2,995 to 8,995 SEK. First consultation is free.
2. Digital Legal Documents (Self-serve Online): Self-serve guided online document generation for wills, cohabitation agreements, powers of attorney, and property gift deeds. Users complete an online questionnaire and receive a customized legal document. Priced at 195 SEK (testament, power of attorney) or 495 SEK (cohabitation agreement, marriage contract).
3. Therapy & Psychological Services: Individual therapy sessions, couple therapy, family counseling, grief processing, and coaching delivered by certified therapists and psychologists in-person or via video/phone. Average session cost 1,200-1,500 SEK. Most clients attend 3-5 sessions. Includes ADHD assessments and coaching.
4. Funeral Planning & Ceremony Services: Full-service funeral planning including ceremony coordination, coffin and urn selection, memorial pages, death notices, flowers, and gravestones. Services span pre-funeral planning, the ceremony itself, and post-funeral memorial activities. Revenue generated through individual service charges across the funeral lifecycle.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Lavendla is a Swedish multi-service provider that arranges funerals, delivers family law services (wills, estate settlement, cohabitation agreements, powers of attorney), and offers therapy and counseling sessions. Services are delivered both in-person across nine Swedish cities and digitally via secure video, phone, and self-serve online legal document generation, supported by a 24/7 advisory line and a curated therapist booking platform.

Product overview

Lavendla is a Swedish service company organized as a single unified brand with three distinct operational divisions: Lavendla Begravning (funeral services), Lavendla Juridik (family law services), and Lavendla Terapi (therapy and counseling services). The core offering is centered on providing compassionate support during difficult life moments, organized around three pillars: end-of-life planning (begravning), legal document preparation and family law (juridik), and mental health therapy (terapi). Key digital add-on products include self-service online legal document builders (Digitala Avtal), a library of 45+ clinical self-assessment tests (Självtester), and digital memorial pages (Minnessidor). Services are available nationwide across Sweden both in-person at local offices and digitally via video or phone, with the company operating from its Stockholm headquarters since founding in 2014.

Differentiator

Problem solved

Functional benefit

Products and services

• Lavendla Begravning (Funeral Services) Full-service funeral planning and arrangement services for bereaved individuals and families in Sweden, covering ceremony planning, coffins and urns, memorial pages, death notices, funeral flowers, gravestones, and post-funeral memorial activities. Delivered in-person through local offices and supported by a 24/7 advisory phone line.
• Lavendla Juridik (Family Law Services) Family law advisory services for individuals, including estate settlement (arvskifte/bouppteckning), property division (bodelning) for divorces and cohabitants, will preparation, cohabitation agreements, marriage contracts, powers of attorney (framtidsfullmakt), and gift deeds. Offered as in-person or video/phone consultations with qualified lawyers, with a free first consultation.
• Lavendla Terapi (Therapy and Counseling Services) Therapy and psychological support services including individual talk therapy, couples therapy, family counseling, grief processing, stress and anxiety management, depression support, ADHD assessments, coaching, and psychiatric diagnostic evaluations. Customers can browse, compare, and book certified therapists and psychologists in-person or via secure video consultation. Average session cost is 1,200-1,500 SEK with most clients attending 3-5 sessions.
• Digitala Avtal (Self-Serve Online Legal Documents) Self-service online legal document builder that lets users create customized wills (testamente), powers of attorney (framtidsfullmakt), cohabitation agreements (samboavtal), marriage contracts (äktenskapsförord), and property gift deeds (gåvobrev bostad) by completing a guided questionnaire. Priced at 195 SEK for testaments and powers of attorney, and 495 SEK for cohabitation agreements and marriage contracts.

Quantifiable outcome

• 4.8 out of 5 customer satisfaction rating from 7,000+ reviews since 2014
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• Hjärnfonden (The Brain Foundation)minorGTM or Marketing PartnerLavendla partners with Hjärnfonden to offer memorial donations in connection with funerals. When customers choose to make a memorial donation instead of funeral flowers, Lavendla facilitates the donation through this partnership.
• Alzheimerfonden (Alzheimer's Foundation)minorGTM or Marketing PartnerLavendla partners with Alzheimerfonden to offer memorial donations in connection with funerals. Customers can direct memorial donations to Alzheimer's research through this partnership.
• Cancerfonden (Cancer Foundation)minorGTM or Marketing PartnerLavendla partners with Cancerfonden to offer memorial donations in connection with funerals. Customers can direct memorial donations to cancer research through this partnership.
• TrustpilotminorOthersLavendla uses Trustpilot as its customer review platform. Trustpilot sends review invitations to Lavendla customers via email, collects reviews, and publishes them on the Lavendla website. Trustpilot is an independent review platform used to build credibility and transparency.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Minnessidor AB: Minnessidor is a Swedish digital memorial platform for honoring the deceased. It partially overlaps with Lavendla's Minnessidor (memorial pages) offering, though Lavendla integrates this within its broader funeral service.
• Hedvig Begravningsbyrå: Hedvig is a smaller Swedish funeral services provider with a modernized service offering. It is an emerging player competing in the same digitally-enabled funeral space as Lavendla Begravning.

Broad incumbents

• Kry: Kry is a leading Swedish digital healthcare platform offering GP appointments, therapy, and mental health services. It is a broader incumbent overlapping with Lavendla Terapi's therapy marketplace.
• LegalZoom: LegalZoom is a large US-based online legal document platform. While not in Sweden, it is a category benchmark for Lavendla's self-serve digital legal document product (testament, samboavtal, fullmakt).
• BetterHelp: BetterHelp is the largest global online therapy marketplace. It does not serve Sweden directly but represents the international benchmark for digital therapy marketplace models that Lavendla Terapi operates.
• Doktor24: Doktor24 is a Swedish digital health provider offering video consultations and therapy sessions. It competes with Lavendla in the digital therapy segment and has stronger healthcare system integration.

Direct peers

• Mindler: Mindler is a Swedish digital therapy marketplace connecting patients with licensed psychologists via video. It directly competes with Lavendla Terapi for the same digitally-enabled therapy demand.
• Fonus: Fonus is Sweden's largest funeral home chain, offering traditional funeral planning, ceremony coordination, and bereavement support across the country. It is Lavendla's most direct national competitor in the funeral vertical.
• Familjens Jurist: Familjens Jurist is Sweden's largest chain of family law firms, offering estate settlement, divorce, wills, and cohabitation agreements. It directly competes with Lavendla Juridik in family law services.

Regional players

• Begravningsbyrån: Begravningsbyrån is a smaller, locally-focused Swedish funeral home offering traditional funeral services. It is a regional alternative to Lavendla for customers seeking an in-person funeral experience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lavendla_se
• LinkedInlinkedin.com/company/lavendla-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 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 Lavendla