Plussa

What Plussa does

Plussa (legal entity: Aiparent AB) is a Stockholm-based SaaS company founded in 2022 that operates a mobile application delivering evidence-based mental wellbeing and parenting support targeted at working parents. The product, available on iOS and Android, combines four integrated components: Plussacoachen, an AI-powered text-based coach available 24/7 that draws on cognitive behavioral therapy (CBT) and acceptance and commitment therapy (ACT) methods; tailored 'Programs' (skräddarsydda program) created by psychologists to address specific challenges such as sleep, stress, and relationships; standalone or co-parent Exercises; and a curated Knowledge Library of videos, articles, podcasts, and books. Content is personalized to the user's parenting stage and family situation, with coverage from pregnancy through teenage years, and the app is developed by psychologists, researchers, and developers who are themselves parents. Underlying technology relies on AI-driven text conversations and content recommendation rather than disclosed proprietary models, with GDPR-compliant data handling and storage primarily within EU/EEA.

Plussa monetizes through two primary streams: individual consumer subscriptions (monthly or annual, preceded by a one-week free trial) paid directly in-app or via Swedish friskvårdsbidrag (wellness benefit) allowances, and B2B2C enterprise licensing where employers offer Plussa to their workforce either through direct corporate agreements or via dominant Swedish benefits platforms Benify and Epassi. The company has additionally launched dedicated 'Plussa för arbetsgivare' (employers) and 'Plussa för kommuner' (municipalities) modules, expanding its go-to-market beyond direct-to-consumer into HR-tech and public sector channels. To date, Plussa has raised approximately 3.9 MSEK (~USD 370K) from experienced HR and insurance industry leaders to fund Swedish market growth, supplemented by a 100,000 SEK CapitalBox PitchBox prize and an earlier USD 70K round. The company has been recognized as a Mastercard Lighthouse MASSIV Spring 2026 finalist, is headquartered in Stockholm with 1-10 employees, and operates exclusively within the Swedish market.

Name

Plussa

Legal name

Aiparent AB

Website

https://plussa.app

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Plussa is a Stockholm-based mobile app providing evidence-based mental wellbeing and AI coaching support for working parents in Sweden, combining CBT and ACT methods, distributed via B2C subscription and employer wellness benefit programs through Benify and Epassi.

Ownership category

akta.pro rank

Product category

Mental Wellbeing Software

NAICS

Educational Support Services (61171), Educational Support Services (611710), Social Assistance (624)

SIC

Services-Prepackaged Software (7372), Services-Health Services (8000)

akta.pro primary industry

Integrated Behavioral Health (Collaborative Care) Platforms (HLALAEAC)

akta.pro secondary industries

Care Navigation, Advocacy & Benefits Guidance Platforms (HLALADAJ), Social-Emotional Learning (SEL) & Behavior Support Apps (EDACANAD), Student Support Hotlines & Digital Wellbeing Tools (EDAJAIAL)

Keywords

• Parental mental wellbeing
• Employee wellness app
• AI coaching platform
• Working parent support
• HR tech wellbeing

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Subscription: Monthly or annual subscription for individual parents, with a free trial period. Users can pay directly through the app or use their employer-provided friskvårdsbidrag (wellness benefit).
2. Enterprise/Employer Licensing: Employers offer Plussa as an employee benefit, either funded through friskvårdsbidrag platforms (Benify, Epassi) or direct corporate agreements. This B2B2C model allows companies to provide parental mental wellness support to their workforce.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Plussa is a mobile application that delivers evidence-based mental wellbeing and parenting support to working parents, combining an AI-powered text-based coach (Plussacoachen) with psychologist-created programs, mental health exercises, and a curated knowledge library. Content is personalized to the parent's family situation and stage (from pregnancy through teenage years), and the app is monetized through monthly and annual subscriptions, with a 1-week free trial, plus employer-funded access via Swedish friskvårdsbidrag platforms Benify and Epassi.

Product overview

Plussa is a unified mobile app platform providing evidence-based mental health and parenting support, developed by psychologists, researchers, and developers who are themselves parents. The core product consists of the Plussa App, which integrates four main components: Plussacoachen (an AI-powered coach available 24/7 via text conversations), Programs (psychologist-created tailored programs for specific challenges), Exercises (mental health tools for individual or co-parent use), and a Knowledge Library (curated content including videos, articles, podcasts, and books). Content is personalized based on family structure and parenting stage. The company also offers employer and municipal versions as specialized modules. Plussa positions itself within HR Tech as a digital coaching and wellbeing tool for working parents.

Differentiator

Problem solved

Functional benefit

Brands

• Plussacoachen: AI-powered coaching feature providing instant responses to parenting questions about toddlers, screen time, teenagers, NPF and other topics

Products and services

• Plussa App Mobile application for iOS and Android that delivers evidence-based mental wellbeing and parenting support to working parents, including the AI coach Plussacoachen, psychologist-created Programs, mental health Exercises, and a curated Knowledge Library with content tailored to parenting stage and family situation from pregnancy through teenage years.
• Plussa för arbetsgivare (Plussa for Employers) Workplace offering of the Plussa app sold to employers as a mental wellbeing benefit for employed parents, suitable as part of systematic work environment management (SAM) and as a preventive wellbeing initiative. Distribution can be funded through Swedish friskvårdsbidrag platforms Benify and Epassi or through direct corporate agreements.
• Plussa för kommuner (Plussa for Municipalities) Public-sector version of Plussa tailored for Swedish municipalities, addressing work-life balance challenges in public sector workplaces and supporting municipal parental support programs.

Quantifiable outcome

• 7 out of 10 working parents experienced reduced stress and increased wellbeing
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• BenifycoreChannel Partner/ Reseller/ DistributorBenify is a benefits administration platform through which employees can access Plussa as part of their employer's wellness benefit (friskvårdsbidrag) program. This partnership enables employer-funded access to Plussa for Swedish workers.
• EpassicoreChannel Partner/ Reseller/ DistributorEpassi is a wellness benefit platform enabling employees to access Plussa through their employer's friskvårdsbidrag. This channel partnership allows seamless employer-funded access to Plussa's parental mental wellness services.
• VinnovacoreStrategic or Co-development PartnerSwedish government innovation agency that supported Plussa's AI project. The collaboration demonstrated that 7 out of 10 working parents experienced reduced stress and increased wellbeing using Plussa's AI coaching, validating the product's effectiveness.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Calm: Major consumer mental wellness and sleep app with employer distribution. Comparable as a broad incumbent in the same employer wellbeing and stress-management category where Plussa competes.
• Lyra Health: Employer-sponsored mental health benefits platform combining therapy, coaching, and digital tools. Comparable distribution model (B2B employer contracts) and overlapping mental wellbeing offering.
• Spring Health: Employer mental health benefits provider with personalized care plans, digital tools, and coaching. Comparable in employer-paid mental wellness delivery and breadth of evidence-based content.
• Maven Clinic: Virtual care platform for women's and family health, including parental mental health support offered via employers. Comparable in serving working parents through employer-paid benefits at greater scale.
• Headspace: Large-scale consumer and employer mental wellness app with broad content across meditation, sleep, and stress. Overlaps with Plussa's employer wellbeing and parental stress use cases but as part of a much wider, general-purpose portfolio.

Regional players

• Mindler: Nordic digital mental health provider delivering internet-based CBT and therapist-led treatment via employer and public-sector channels. Comparable in evidence-based digital mental health delivery within the same Nordic employer-benefit ecosystem.
• Kry (Livi): Leading Nordic digital healthcare provider offering GP and mental health consultations via app. Comparable as a Sweden/Nordics-based employer and consumer health platform, though broader in scope than Plussa.

Direct peers

• Cleo: B2B parental benefits platform offering on-demand coaching and expert support for working parents. Directly comparable in employer-funded parental mental wellbeing and family support.
• Wysa: AI-driven mental health chatbot/app applying CBT and other evidence-based techniques for stress, anxiety, and wellbeing support. Closely comparable to Plussa in AI coaching modality and employer-benefit distribution model.
• Peppy: UK-based employer-benefit platform providing specialist support for parenthood, fertility, menopause, and family health. Highly comparable B2B2C model with a narrower parental focus that mirrors Plussa's vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/plussa-aiparent-ab
• Instagraminstagram.com/plussa.app
• Facebookfacebook.com/profile.php

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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 Plussa