AjourCare
AjourCare is a Danish family-owned home care and healthcare staffing provider serving 10+ municipalities in Sjælland via the Fritvalgsordning free-choice scheme, private-pay tilkøbsydelser, and B2B Vikarservice to hospitals and municipal care institutions.
- Company typePrivate
- Founded2006
- HeadquartersStenløse, Denmark
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What AjourCare does
AjourCare ApS is a Danish private healthcare services company, headquartered in Stenløse, Denmark, and operating since 2006 (originally founded as Vipvikar by Ida Paridon and rebranded). The company is family-owned under the Paridon family, with Rune S. Paridon serving as CEO. AjourCare delivers three core services: (1) Hjemmepleje (home care) under Denmark's Fritvalgsordning free-choice scheme, allowing citizens medically assigned home care by their municipality to select AjourCare as a private provider across approximately 10 Sjælland municipalities; (2) Privat Omsorg (tilkøbsydelser), private-pay supplemental care such as cleaning, bathing, shopping, and dog walking purchased directly by citizens or families without municipal assignment; and (3) Vikarservice, B2B staffing of qualified healthcare professionals to hospitals, psychiatric facilities, and municipal care institutions across Region Øst. AjourCare claims to be Sjælland's largest private home care provider under the Fritvalgsordning measured by number of municipalities served, and has explicit pre-positioning for the new Ældrelov (Elder Law) effective July 1, 2025.
The company's operating model is service-led rather than technology-led. Its principal proprietary technology is Temponizer, an internal shift-scheduling and management platform used by staff. AjourCare does not disclose AI/ML capabilities, APIs, or significant technology integrations. Its core differentiator is the Helhedspleje (holistic care) framework covering Serviceloven, Sundhedsloven, and Ældreloven, delivered through a regional office network (Stenløse HQ plus six regional offices serving Egedal/Ballerup, Frederikssund, Herlev/Gladsaxe, Solrød/Køge/Greve, Allerød, and Ringsted). The company employs 251-500 people and is a member of Dansk Erhverv's Vikarbrancheforeningen with collective agreements through FOA and DSR unions.
AjourCare's revenue model combines government-reimbursed municipal fees for home care (Fritvalgsordning), direct consumer pay for private tilkøbsydelser, and B2B staffing fees from healthcare institutions. Customer concentration sits in Danish municipal public-sector buyers (kommuner), with tender-cycle renewal risk as the primary commercial exposure. Revenue figures are not publicly disclosed. Marketing channels are predominantly direct: phone, email, website inquiry forms, and municipal referral pathways, supplemented by positive word-of-mouth from favorable tilsyn (municipal inspections) and a 2024 PwC Årets Ejerleder nomination.
AjourCare firmographics
Firmographics- Name
- AjourCare
- Legal name
- AjourCare ApS
- Website
- https://ajourcare.dk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- AjourCare is a Danish family-owned home care and healthcare staffing provider serving 10+ municipalities in Sjælland via the Fritvalgsordning free-choice scheme, private-pay tilkøbsydelser, and B2B Vikarservice to hospitals and municipal care institutions.
- Ownership category
- akta.pro rank
AjourCare industry classification
Industry- Product category
- Home Healthcare Services
- NAICS
- Offices of Physicians (6211)
- SIC
- Services-Home Health Care Services (8082)
- akta.pro primary industry
- Home Care Staffing & Nurse Registry Services (HLAFAEAK)
- akta.pro secondary industry
- Caregiver Registry & Referral Services (HSABAMAA)
Keywords
Where AjourCare is headquartered
LocationHeadquarters
- HQ city
- Stenløse
- HQ country
- Denmark
- HQ region
- Europe
Offices7 records
Markets served
AjourCare business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Hjemmepleje (Home Care) under Fritvalgsordningen: Government-funded home care services delivered under Denmark's free choice scheme. Municipalities pay for care services based on assigned citizen needs. Citizens who are medically assigned home care can choose AjourCare as their provider, with costs covered by the municipality.
- Privat Omsorg (Private Care) - Tilkøbsydelser: Private pay services for supplemental care needs not covered by the public Fritvalgsordning. Citizens or their families can purchase additional services such as extra cleaning, shopping, walks, bathing assistance, personal care, garden work, and dog walking without requiring municipal assignment.
- Vikarservice (Staffing Services): Providing qualified healthcare staff (vikarer) to hospitals, psychiatric facilities, and municipal care settings. Revenue comes from staffing fees charged to healthcare institutions for providing qualified temporary workers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Government-funded home care (Fritvalgsordningen) - free for citizens assigned by municipality |
| Other | Pay-as-you-go | Private care services (tilkøbsydelser) - individual pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
AjourCare product offering
Product offeringCore offering
AjourCare is a Danish private healthcare services provider delivering three integrated lines: home care services under the national Fritvalgsordning free choice scheme (where citizens assigned by their municipality can select AjourCare as their private provider), private-pay supplemental care services (tilkøbsydelser such as cleaning, shopping, walks, bathing, personal care, garden work, and dog walking), and qualified healthcare staffing services to hospitals, psychiatric facilities, and municipal care institutions across Region Øst in Denmark.
Product overview
AjourCare operates as a unified healthcare services provider with two interconnected core offerings: (1) Hjemmepleje under Fritvalgsordningen — a municipal choice-based home care service where citizens assigned by their commune can select AjourCare as their private provider, delivering comprehensive care aligned with Danish legislation; and (2) Vikarer — a staffing service supplying qualified healthcare professionals to hospitals, psychiatric care, and municipal facilities across Region Øst. The Privat Omsorg add-on module provides supplemental care services purchased directly by citizens or their families without requiring municipal referral, complementing the publicly-funded offerings. Originally founded as VIPvikar in 2006, the company rebranded to AjourCare while maintaining its healthcare staffing foundation alongside its expanded home care operations.
Differentiator
Problem solved
Functional benefit
Products and services
- Hjemmepleje (Fritvalgsordningen) Home care services delivered under Denmark's Fritvalgsordning (Free Choice Scheme), enabling citizens medically assigned home care by their municipality to choose AjourCare as their private provider. Delivers comprehensive helhedspleje coverage under the Service Act, Health Act, and Elder Act, including personal care, practical help with daily tasks, rehabilitation support, and sundhedslovsydelser such as compression stocking assistance.
- Privat Omsorg (Tilkøbsydelser) Private-pay supplemental care services available for purchase directly by citizens or their families without requiring municipal visitation. Covers additional services beyond the public Fritvalgsordning such as thorough cleaning, shopping, walks, bathing, toileting, dressing, personal care, garden work, and dog walking.
- Vikarer til Sundhedssektoren Healthcare staffing services supplying qualified temporary workers (vikarer) — including nurses, social- and health assistants, and nursing students — to hospitals, psychiatric facilities, and municipal care institutions across Region Øst (Eastern Denmark). Provides competent temporary coverage for staff shortages and continuity of patient care.
Quantifiable outcome
- Borgerne er meget tilfredse med den hjælp de modtager (Citizens are very satisfied with the help they receive)
- +2 more outcomes
Companies that use AjourCare
Customer profileNamed customers11 records
Segments3 records
Ideal customer profiles3 records
AjourCare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
AjourCare partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dansk Erhverv (Vikarbrancheforeningen)minorAjourCare is a member of Dansk Erhverv's staffing branch association (Vikarbrancheforeningen), which provides collective bargaining agreements and industry standards. They operate under agreements with FOA and DSR trade unions for staff compensation.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
AjourCare competitors and assessment
Company assessmentBroad incumbents
- Ambea: Swedish care provider operating elderly care, disability care, and home services across the Nordics. Comparable business model in Nordic welfare-funded personal care, though primarily operating in Sweden.
- Attendo: Major Nordic care provider operating home care, assisted living, and staffing services across Sweden, Finland, and Denmark. Direct overlap in Danish home care market, with broader Nordic scale and publicly listed platform.
- ISS A/S (Healthcare division): Global Danish facility services company with healthcare service offerings including patient logistics and care support. Competes for healthcare staffing contracts in Danish hospitals and municipalities.
Regional players
- Aleris: Scandinavian private healthcare provider with home care and elderly services. Comparable care services model in Nordic market, primarily operating in Sweden and Norway.
- Mehiläinen: Finnish private healthcare and care services provider offering home care, staffing, and clinical services. Comparable in Nordic public-funded home care model, but operating primarily in Finland.
- Humana Omsorg: Swedish personal care and home care provider owned by Humana AB, with growing Nordic presence. Comparable in offering personal care and elderly services under Nordic welfare models, primarily serving Sweden but expanding regionally.
- Norlandia Care: Nordic care group operating elderly care homes and home-based services across Norway, Sweden, and Finland. Comparable in elderly care services under Nordic welfare models.
Direct peers
- Attendo Denmark (formerly Terapeutisk Hjemmepleje / Dansk Hjemmepleje): Danish operations of Attendo providing home care (hjemmepleje) under municipal contracts in Denmark. Most direct head-to-head competitor for Fritvalgsordningen contracts in Danish municipalities.
- Falck Healthcare: Danish healthcare and emergency services company providing home care, healthcare staffing, and clinical services across Denmark. Direct competitor to AjourCare's municipal home care and vikar staffing offerings, with significantly larger scale.
Emerging players
- Handicare / Direct Healthcare Group: Provider of mobility and home care solutions with services in the Nordics and Europe. Overlaps in home-based care delivery, though with a more product/equipment-led model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
AjourCare social profiles
Digital presenceAjourCare financial estimates
Financial estimateRevenue estimate
Valuation estimate
AjourCare leadership team
Management profileNumber of profiles
Profiles7 records
AjourCare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AjourCare 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 AjourCare
What does AjourCare do?
AjourCare is a Danish private healthcare services provider delivering three integrated lines: home care services under the national Fritvalgsordning free choice scheme (where citizens assigned by their municipality can select AjourCare as their private provider), private-pay supplemental care services (tilkøbsydelser such as cleaning, shopping, walks, bathing, personal care, garden work, and dog walking), and qualified healthcare staffing services to hospitals, psychiatric facilities, and municipal care institutions across Region Øst in Denmark.
Is AjourCare a public or private company?
AjourCare is a private company. It is classified as family owned and is currently operating.
When was AjourCare founded?
AjourCare was founded in 2006. It employs 251 to 500 people.
Where is AjourCare based?
AjourCare is headquartered in Stenløse, Denmark, in the Europe region.
How does AjourCare make money?
Three revenue lines are on record. Hjemmepleje (Home Care) under Fritvalgsordningen is the primary driver. The others are privat Omsorg (Private Care) - Tilkøbsydelser and vikarservice (Staffing Services).
Who are AjourCare's main competitors?
Broad incumbents on record are Ambea, Attendo and ISS A/S (Healthcare division). Regional players are Aleris, Mehiläinen, Humana Omsorg and Norlandia Care. Direct peers are Attendo Denmark (formerly Terapeutisk Hjemmepleje / Dansk Hjemmepleje) and Falck Healthcare. Handicare / Direct Healthcare Group is listed as an emerging player.
Does AjourCare have an API?
No public API is recorded for AjourCare.
What industry is AjourCare in?
AjourCare's product category is Home Healthcare Services. Its primary akta.pro industry code is HLAFAEAK, Home Care Staffing & Nurse Registry Services, with a secondary code of HSABAMAA, Caregiver Registry & Referral Services. Its NAICS code is 6211 and its SIC code is 8082.