What Vården.se does

Vården.se (legal entity Vården Online Sverige AB) is a Stockholm-based, privately held, self-financed healthcare search and booking platform founded in 2011/2012. It operates Sweden's largest online marketplace for licensed healthcare and health services, connecting 18,000+ providers (predominantly in dental, plastic surgery, dermatology, women's health, primary care, and specialist care) with patients performing over 1,000,000 searches per month. The platform's core products are the SEO-optimized Vårdgivarprofil (provider profile) and the Appointments booking widget, both of which integrate with 12+ Swedish journal and practice management systems (easypractice, almasoft, clinicbuddy, Frenda, Kaddio, Kuralink, Muntra, Opus, TeleQ, Webdoc, Metodika, eg-hano) and Google Calendar. The company generates revenue from three streams: monthly subscription fees for provider listings, per-booking transaction fees, and advertising/marketing services including premium 'Toppval' positioning, 'Äg ett ämne' topic-ownership campaigns, and professional photography packages priced at 9,990-14,990 SEK.

Distribution combines a self-serve provider portal (vardgivare.varden.se) and consumer website (varden.se) with a sales team led by a Sales & Customer Manager handling enterprise relationships, and event-based marketing at Swedish healthcare conferences (Vitalis, Almedalen, Swedental). The platform is GDPR-compliant, processes data in line with Swedish law, and is supported by an 11-50 person team led by CEO Victor Larsson and Chairman Marcus Boström. Recent product development has added an AI-chatt chatbot for automated patient Q&A on provider sites and a TeleQ callback booking integration launched in November 2023 in partnership with Aurora Innovation. The platform also operates the Vårddjungeln podcast (in its 7th season) and a free dental subsidy calculator widget as lead-generation and brand-building tools.

Name

Vården.se

Legal name

Vården Online Sverige AB

Website

https://varden.se

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Vården.se is a Stockholm-based, self-financed healthcare marketplace that connects Swedish patients with 18,000+ licensed providers via search, SEO-optimized profiles, and an integrated booking widget supporting over 12 journal and practice management systems.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Healthcare Provider Listings and Subscriptions: Monthly fees from healthcare providers who pay to be visible on the platform. Revenue comes from providers who inform patients about their services through Vården.se. The company is self-financed and privately operated.
2. Booking Transaction Fees: Payment per booking/conversion when patients book appointments through the platform. Pricing per conversion includes any rebookings or cancellations made directly with the provider.
3. Additional Services: Revenue from supplementary services including photography packages, advertising campaigns ('Toppval', 'Äg ett ämne'), and custom marketing solutions for providers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Vården.se operates a healthcare search and booking platform that lets patients in Sweden find, compare, and book appointments with over 18,000 licensed healthcare providers. Providers pay for SEO-optimized profiles, per-booking transaction fees, and add-on services (booking widgets, AI chat, photography, and advertising), while patients access the service free of charge.

Product overview

Vården.se operates as a healthcare search and booking platform connecting patients with licensed healthcare providers across Sweden. The core offering consists of the Vårdgivarprofil (provider profile) service that enables visibility in search results, combined with Appointments (booking widget) for real-time online booking. The platform supports integration with over 12 journal and booking systems. Additional services include AI-chatt for automated patient support, Fotopaket for professional photography, Tandvårdswidget for dental subsidy calculations, and advertising solutions like Toppval and Äg ett ämne for enhanced visibility. Patients access the platform through Mina sidor for appointment management. The platform handles over 1 million searches monthly and connects patients with 18,000+ licensed healthcare providers.

Differentiator

Problem solved

Functional benefit

Brands

• Appointments: A booking widget that integrates directly with healthcare providers' existing booking systems, allowing patients to book appointments 24/7 on the provider's website.
• Vårddjungeln
• VårdgivarAdmin
• Tandvårdsbidrag Widget

Products and services

• Vårdgivarprofil (Provider Profile)
• Appointments (Booking Widget)
• AI-chatt (AI Chat Assistant)
• Tandvårdswidget (Dental Subsidy Widget)
• Fotopaket (Photography Packages)
• Toppval (Premium Placement)
• Äg ett ämne (Topic Ownership Campaign)
• Mina sidor (Patient Portal)
• TeleQ Callback Booking Integration
• Vårddjungeln Podcast

Quantifiable outcome

• Booking conversion increase when prices are displayed - 20% higher booking rate compared to no pricing
• +5 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability2 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core.

• Aurora InnovationcoreStrategic or Co-development Partner · 24 November 2023Strategic partnership to integrate Aurora teleQ callback booking functionality into Vården.se platform. First customers Stockholm IVF and Nordic IVF launched with callback booking capability
• easypracticecoreTechnology or IntegrationJournal and booking system integration allowing seamless appointment synchronization between easypractice users and Vården.se platform
• almasoftcoreTechnology or IntegrationIntegration partner for medical records and booking system connectivity
• clinicbuddycoreTechnology or IntegrationIntegration partner for clinic management and booking synchronization
• FrendacoreTechnology or IntegrationIntegration partner for dental practice management with cancellation handling support
• KaddiocoreTechnology or IntegrationJournal system integration for healthcare provider booking connectivity
• KuralinkcoreTechnology or IntegrationStrategic integration partner, particularly for insurance and private patient flows. Used by providers like Diagnostiskt Centrum Hud for matching patient needs with services
• MuntracoreTechnology or IntegrationDental clinic management system integration with booking synchronization
• OpuscoreTechnology or IntegrationJournal and practice management system integration
• TeleQ / Aurora InnovationcoreTechnology or IntegrationIntegration with Aurora Innovation's TeleQ callback booking system. Allows patients to book callback times directly through Vården.se, reducing phone queues and improving patient experience

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zocdoc: US healthcare marketplace that lets patients search for doctors by specialty/insurance and book appointments online. Directly comparable patient-facing search-plus-booking marketplace; differs by geography and payment model.
• Doctolib: France-based European leader in online healthcare booking and practitioner scheduling software. Closest analog to Vården.se by product (search + booking + EHR-integrated scheduling) and marketplace model, though at much larger scale and geographic breadth.
• Practo: India-headquartered global healthcare search and booking platform serving patients and providers. Comparable patient search/booking/consultation marketplace model across geographies.
• Doktor.se: Swedish digital primary-care provider with a patient booking and video consultation platform. Comparable on Swedish market overlap and provider scheduling workflows.
• Jameda: Germany's largest physician search and appointment-booking platform. Comparable patient-facing search/booking marketplace focused on licensed providers.
• Kry (Livi): Sweden-based digital healthcare provider with its own patient booking and triage platform. Direct competitor in Swedish patient acquisition; also a current Vården.se customer, illustrating overlap of partner/competitor dynamics.
• Medbelle: UK-based digital healthcare comparison and booking platform for elective procedures. Comparable verticalized patient booking flow, particularly for elective specialties overlapping Vården.se's plastic surgery and dermatology focus.
• Doctena: European online appointment-booking platform operating across Benelux, Germany, Austria, and Switzerland. Comparable two-sided patient/provider booking model with EHR integrations.

Emerging players

• Bookimed: Online marketplace for medical tourism with clinic comparison and booking flows. Comparable patient-facing comparison/booking model — differentiated by cross-border treatment focus rather than domestic Sweden.

Others

• 1177 Vårdguiden: Sweden's publicly funded health information and care-navigation service run by Inera/SKL. Adjacent to Vården.se in Swedish patient navigation, but state-funded rather than marketplace-based and doesn't process commercial bookings — useful benchmark for funneling public patients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Varden.se
• LinkedInlinkedin.com/company/v%C3%A5rden.se
• Instagraminstagram.com/varden.se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Vården.se