EsterCare
EsterCare is a Swedish femtech company offering digital women's healthcare via a mobile app for video consultations with gynaecologists and midwives, a physical clinic in Stockholm, private diagnostic packages, and B2B employer wellness services.
- Company typePrivate
- Founded2021
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What EsterCare does
EsterCare is a Swedish women's health company founded in 2021 by sisters Lydia Graflund (CEO) and Helena Graflund Lagercrantz (Medical Director), operating a digital-first femtech platform paired with a physical gynaecology clinic in Stockholm. The core product is the EsterCare mobile application (iOS and Android), which routes patients through a self-assessment to video consultations with licensed gynaecologists, midwives, GPs, and sexologists between 08:00 and 22:00, with electronic prescriptions delivered via Webdoc and identity verification through BankID. Beyond digital consultations, the company operates a physical clinic at Torsplan 18 in Stockholm offering examinations, ultrasound, and abortion care, and distributes 13 private-paid diagnostic and therapeutic packages (including hormone panels, fertility checks, prenatal diagnostics, and CBT for vulvar pain) priced from 749 to 4,700 SEK.
The business model combines Swedish regional healthcare fees (100 SEK digital visit, 275 SEK physical visit, both covered by frikort), self-pay diagnostic and sexology packages, and a B2B employer channel (EsterCare För Företag) that sells women's health programs to Swedish companies. Distribution is anchored by content assets (the Gynpodden podcast with 150+ episodes and a medical article archive), integrations with the national 1177 e-tjänster portal, and partnerships with health insurers Euro Accident and Trygg-Hansa, the Benify employee-benefits platform, and laboratory providers Karolinska Universitetslaboratoriet, Unilabs, and Synlab. The company is privately held, founder-funded, and operates with 1-10 employees across one clinic and a national digital service.
EsterCare firmographics
Firmographics- Name
- EsterCare
- Legal name
- Ester Care AB
- Website
- https://estercare.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- EsterCare is a Swedish femtech company offering digital women's healthcare via a mobile app for video consultations with gynaecologists and midwives, a physical clinic in Stockholm, private diagnostic packages, and B2B employer wellness services.
- Ownership category
- akta.pro rank
EsterCare industry classification
Industry- Product category
- Digital Women's Health Services
- NAICS
- Offices of Physicians (62111), Family Planning Centers (62141)
- SIC
- Services-Offices & Clinics Of Doctors Of Medicine (8011)
- akta.pro primary industry
- Sexual & Pelvic Health Telehealth (STI care, pelvic pain, endometriosis/PCOS support) (HLALAHAJ)
- akta.pro secondary industries
- Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB), Gynecology (General Non-Obstetric Care) (HLAKAJAL)
Keywords
Where EsterCare is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
EsterCare business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Digital Healthcare Visits: Patients pay a patient fee of 100 SEK per digital care visit. Patients with a free-card (frikort) are exempt from this fee. Digital visits are available 8:00–22:00 via the app.
- Physical Gynecological Clinic: A physical gynecology clinic at Torsplan 18, Stockholm. Patients pay 275 SEK per visit under the regional healthcare system, with free-card holders exempt. The clinic also offers privately paid services (e.g., IVF ultrasound 1,800 SEK, viability ultrasound 950 SEK).
- Private Investigation Packages: Self-pay diagnostic and health packages priced from 749 SEK to 4,700 SEK, including testosterone testing (850 SEK), irregular menstruation testing (1,450 SEK), fertility checks (2,699 SEK), health screenings (2,799 SEK), fetal diagnostics (4,700 SEK), and CBT for vulvar pain (849 SEK). These are paid privately by patients.
- Sexology Consultations: Digital sexology consultations priced at 849 SEK per 45-minute session, offered to individuals or couples seeking support for sexual health concerns.
- EsterCare För Företag (B2B): Corporate preventive health services provided to employers, offering women's health programs and health screening packages to employees as part of employee benefits. Companies invest in the portal to support employee well-being.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Digital care visit — 100 SEK patient fee |
| Subscription | Pay-as-you-go | Physical clinic visit at Torsplan — 275 SEK |
| Unit Pricing | Pay-as-you-go | Private investigation packages — 749–4,700 SEK |
| Unit Pricing | Pay-as-you-go | Digital sexology consultation — 849 SEK |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
EsterCare product offering
Product offeringCore offering
EsterCare provides digital gynecological consultations via a proprietary mobile app (iOS/Android), delivering video appointments with licensed gynecologists, midwives, GPs, and sexologists between 8:00-22:00 daily. The offering is complemented by a physical gynecology clinic at Torsplan 18 in Stockholm for in-person care, a portfolio of self-paid diagnostic and therapeutic packages (utredningar), and a B2B corporate wellness portal (EsterCare För Företag) supplying women's health programs to Swedish employers.
Product overview
EsterCare is a healthtech company offering a multi-channel women's health platform combining digital and physical care. The core offering consists of the EsterCare mobile app (iOS/Android) enabling video consultations with gynecologists, midwives, general practitioners, and sexologists, alongside a physical gynecological clinic at Torsplan 18 in Stockholm. Supporting content products include Gynpodden (a podcast) and an educational article archive. The company also operates a B2B employer wellness portal (EsterCare För Företag) and a portfolio of 14 private-paid diagnostic and therapeutic packages (utredningar) including hormone tests (Testosteron-testet, Oregelbunden mens-testet, Sköldkörteltestet, Energitestet), fertility assessments (Fertilitetskollen Kvinna), prenatal diagnostics (Fosterdiagnostik, Viabilitetsultraljud, IVF-ultraljud), and specialized treatments (KBT-behandling för vulvasmärta, Behandlingsprogram obesitas, Digital gynkonsultation). The physical Torsplan clinic provides in-person gynecological care, ultrasound, and abortion services. All services are connected through the app and operate under Sweden's regions.
Differentiator
Problem solved
Functional benefit
Products and services
- EsterCare Digital Vård (Digital Clinic) Digital women's health clinic providing video consultations with licensed gynecologists, midwives, general practitioners, and sexologists via the EsterCare mobile app. Covers hormonal issues, menstrual disorders, menopause, infections, contraceptive counseling, and sexual health, with appointments available 8:00-22:00 daily. Patient fee is 100 SEK per visit, free-card (frikort) exempt.
- EsterCare App Proprietary mobile application (iOS and Android) through which patients access the digital clinic, book appointments, conduct video consultations, receive lab results via SMS notifications, and manage prescriptions and medical records. Authentication via Mobile BankID.
- EsterCare Gynmottagning Torsplan (Physical Clinic) Physical gynecological clinic at Torsplan 18 in Stockholm, offering in-person gynecological care including examinations, ultrasound, abortion care, and treatments. Open Monday-Thursday 08:00-17:00, Friday until 16:00, with weekend availability. Visit fee is 275 SEK with free-card coverage.
- Testosteron-testet (Testosterone Test) Private-paid diagnostic package at 850 SEK measuring testosterone and SHBG levels via blood sampling, with results interpretation and recommended next steps provided by a gynecologist through the app.
- Oregelbunden mens-testet (Irregular Menstruation Test) Private-paid diagnostic package at 1,450 SEK measuring five different hormone levels for women experiencing irregular or infrequent menstruation.
- Sköldkörteltestet (Thyroid Test) Private-paid diagnostic package at 749 SEK screening the three most common thyroid hormones to detect under- or over-production, with written feedback from a specialist physician.
- Energitestet (Energy Test) Private-paid diagnostic package at 949 SEK mapping common markers that may cause fatigue, including blood values and vitamin D levels.
- Fertilitetskollen Kvinna (Fertility Check-Up Woman) Private-paid diagnostic package at 2,699 SEK for women seeking answers about fertility or planning pregnancy, including relevant blood tests followed by an individualized consultation with a specialist physician.
- Hälsokollen Kvinna (Women's Health Check-Up) Comprehensive preventive health package at 2,799 SEK including relevant blood tests and an individualized digital consultation with a specialist physician for a thorough health status review.
- Viabilitetsultraljud (Viability Ultrasound) Private-paid ultrasound at 950 SEK confirming the pregnancy is in the uterus and is viable, assessing gestational age and number of fetuses, performed by a midwife with ultrasound expertise.
- IVF-ultraljud (IVF Ultrasound) Private-paid ultrasound at 1,800 SEK providing objective follow-up for patients undergoing IVF treatment abroad, with assessment of uterus, endometrium, ovaries, and follicles, including images, film, and a report to share with the treating clinic.
- Blödning i tidig graviditet (Early Pregnancy Bleeding) Private-paid diagnostic package at 1,200 SEK providing medical assessment and ultrasound for early pregnancy bleeding, with prompt private handling for non-emergency concerns.
- Fosterdiagnostik (Prenatal Diagnostics) Private-paid screening package at 4,700 SEK for trisomy 13, 18, and 21 as well as sex chromosomes, available with or without ultrasound, with analysis performed at Karolinska Lab.
- KBT-behandling för vulvasmärta (CBT Treatment for Vulvar Pain) Therapeutic digital service at 849 SEK for women suffering from pain during intercourse or tension and pain conditions in the vulva, including an in-depth digital consultation with a specialist-trained midwife in CBT and vulvar pain, along with talk therapy and coping strategies.
- Behandlingsprogram obesitas (Obesity Treatment Program) Weight management program at 1,195 SEK including prescription of medications approved for weight loss, regular digital follow-ups, and ongoing support from a treatment team of specialist physicians and nurses.
- Digital gynkonsultation (Digital Gynecological Consultation) Targeted consultation with a specialist gynecologist for a specific health concern, providing assessment, treatment, and personalized recommendations adapted to the patient's situation.
- Digital Sexology Consultation Digital sexology consultation at 849 SEK per 45-minute session, offered to individuals or couples seeking support for sexual health concerns.
- EsterCare För Företag (EsterCare for Employers) B2B employee wellness portal providing digital and preventive women's health services to employers, aimed at reducing sickness absence and promoting gender equality in workplace health provisions. Companies subscribe to provide their female employees access to EsterCare's services.
Companies that use EsterCare
Customer profileSegments4 records
Ideal customer profiles4 records
EsterCare technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
EsterCare partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- ApoteketminorApoteket offers a wide range of self-care products and counseling related to women's health. Through the partnership, patients can access relevant self-care products for conditions treated by EsterCare, such as menopause symptoms and vaginal health issues, and easily retrieve prescriptions via Apoteket's platform.
- Karolinska UniversitetslaboratorietcoreEsterCare partners with Karolinska Universitetslaboratoriet for blood test and diagnostic sample collection. Karolinska has many near-laboratories in and outside the Stockholm area for patient convenience. Some EsterCare investigations (e.g., the irregular menstruation test) require blood samples analyzed by Karolinska.
- Vården.seminorVården.se is Sweden's healthcare search and booking service, making it easy to search, compare, and book healthcare. Through the partnership, more patients gain access to EsterCare's digital gynecology services regardless of their location in Sweden.
- Euro AccidentcoreEuro Accident is the first insurance company in Sweden to offer digital women's health care through its health insurance products PrivatAccess Silver and PrivatAccess Gold. EsterCare is integrated as a care provider for insured individuals through this partnership.
- UnilabscoreUnilabs is one of Europe's largest diagnostic companies with multiple sample collection units across Sweden. EsterCare patients with referrals can easily provide samples at Unilabs without advance booking, enabling convenient diagnostic testing.
- Trygg-HansacoreThrough the partnership with Trygg-Hansa, individuals with health insurance can access both digital and physical women's health care via EsterCare. This is described as an important step toward making women's health more accessible and prioritized in the Swedish insurance market.
- BenifyminorBenify provides employee benefits through partnerships with thousands of Swedish employers. EsterCare is proud to offer several health tests and its menopause program through Benify's platform, enabling employees to access EsterCare services via their workplace benefits portal.
- Vårdcentralen Centrum Flen i Region SörmlandminorEsterCare offers digital care as a subcontractor to Vårdcentralen Centrum Flen in Region Sörmland. This regional partnership allows EsterCare to extend its digital gynecology services to patients within the Sörmland region under a subcontracted arrangement.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
EsterCare competitors and assessment
Company assessmentDirect peers
- Maven Clinic: US-based digital-first women's and family health platform offering virtual care with specialists across fertility, pregnancy, postpartum, and gynecology. Closest direct peer to EsterCare in terms of specialty telehealth model targeting women, though operating at much larger scale and capital base.
- Tia: US women's health hybrid combining virtual and in-person gynecology, primary care, and mental health. Highly comparable to EsterCare's digital-plus-physical-clinic model, with similar focus on longitudinal women's care rather than episodic treatment.
- Kindbody: Women's health and fertility platform offering telehealth consultations alongside physical clinics. Comparable to EsterCare in its fertility/gynecology service mix and direct-to-consumer plus employer-channel GTM.
Broad incumbents
- Kry (Livi): Largest Swedish/European telehealth incumbent offering general practitioner video consultations via a national app. Overlaps with EsterCare on digital care delivery and Swedish reimbursement flows, but does not specialize in women's health and gynecology.
- Min Doktor: Swedish digital primary care provider offering app-based consultations. Competes with EsterCare for the same patient wallet and reimbursement infrastructure, but without a women's health specialty focus or physical clinic.
- Doktor.se: Swedish digital and physical hybrid healthcare provider. Comparable channel mix (app + clinics) and Swedish reimbursement model, but operates as a broad primary care platform rather than women's health specialty.
Regional players
- Apricity: Europe-based fertility and reproductive health platform combining telehealth with partner clinics. Strongly comparable on the fertility/IVF ultrasound service line that EsterCare offers, though Apricity is UK-focused and does not directly compete in Sweden.
Emerging players
- Midi Health: US telehealth platform specializing in perimenopause and menopause care for women. Comparable to EsterCare's menopause program and digital-first women's health specialist model, but focused on a narrower midlife condition segment.
- Caraway Health: US women's health startup offering integrated virtual care for college-aged and young adult women. Comparable digital-first, women-only care delivery model targeting an underserved demographic, though at a different life-stage focus.
- Pollie: US-based women's health platform focused on chronic hormonal conditions (PCOS, endometriosis, thyroid). Directly comparable to EsterCare's hormone and pelvic health service lines, delivered via telehealth specialist consultations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
EsterCare social profiles
Digital presenceEsterCare financial estimates
Financial estimateRevenue estimate
Valuation estimate
EsterCare leadership team
Management profileNumber of profiles
Profiles5 records
EsterCare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EsterCare M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about EsterCare
What does EsterCare do?
EsterCare provides digital gynecological consultations via a proprietary mobile app (iOS/Android), delivering video appointments with licensed gynecologists, midwives, GPs, and sexologists between 8:00-22:00 daily. The offering is complemented by a physical gynecology clinic at Torsplan 18 in Stockholm for in-person care, a portfolio of self-paid diagnostic and therapeutic packages (utredningar), and a B2B corporate wellness portal (EsterCare För Företag) supplying women's health programs to Swedish employers.
Is EsterCare a public or private company?
EsterCare is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EsterCare founded?
EsterCare was founded in 2021. It employs 1 to 10 people.
Where is EsterCare based?
EsterCare is headquartered in Stockholm, Sweden, in the Europe region.
How does EsterCare make money?
Five revenue lines are on record. Digital Healthcare Visits are the primary driver. The others are physical Gynecological Clinic, private Investigation Packages, sexology Consultations and esterCare För Företag (B2B).
Who are EsterCare's main competitors?
Direct peers on record are Maven Clinic, Tia and Kindbody. Broad incumbents are Kry (Livi), Min Doktor and Doktor.se. Apricity is listed as a regional player. Emerging players are Midi Health, Caraway Health and Pollie.
Does EsterCare have an API?
No public API is recorded for EsterCare.
What industry is EsterCare in?
EsterCare's product category is Digital Women's Health Services. Its primary akta.pro industry code is HLALAHAJ, Sexual & Pelvic Health Telehealth (STI care, pelvic pain, endometriosis/PCOS support), with a secondary code of HLALAHAB, Contraception & Family Planning Telehealth (birth control, counseling, follow-up). Its NAICS code is 62111 and its SIC code is 8011.