Särnmark

What Särnmark does

Särnmark Assistans AB is a privately held, founder-owned Swedish personal assistance company headquartered in Sundbyberg (Solna), Sweden, founded in 1992 by Cecilia Ekholm and Mikael Särnmark as Sweden's first assistansbolag. The company provides personal assistance services under the Swedish LSS framework (Lagen om stöd och service till vissa funktionshindrade) to individuals with physical, intellectual, and psychiatric disabilities, delivering daily-living support, personal care, and community participation services through two customer models: Trygg (full-service management) and Aktiv (greater customer influence), both of which position Särnmark as the legal employer with workplace responsibility. Its service offering is bundled with in-house legal counsel specializing exclusively in LSS, a 24/7 on-call staffing guarantee, a customer ombudsman function, family/relative support, and specialized services for children.

The business operates with no proprietary technology platform; it is a labor-intensive services business whose revenue is generated primarily from government compensation (assistansersättning) paid by Försäkringskassan and municipalities based on approved assistance hours, with compensation rates set administratively rather than commercially (schablonersättning raised 3% for 2025, with indexation planned for 2026). The company employs 101-250 staff distributed across 10 local offices (Sundbyberg HQ, Stockholm, Göteborg, Malmö, Linköping, Uppsala, Gävle, Visby, Kinna, Uddevalla) and serves customers nationwide. A wholly-owned subsidiary, Scandinavian Rehab Center, operates specialized rehabilitation services in Benalmádena, Spain, targeting rheumatological, neurological, spinal/joint, psoriasis, and stress-related conditions with Swedish regions, companies, foundations, and private individuals as clients. Särnmark's go-to-market combines direct customer outreach (phone, email, website self-service), local-office engagement, content marketing through customer stories and educational guides, and community partnerships (Göteborg Open, Anhörigas Riksförbund, FUB, Diversity Charter Sweden), with the CEO Anders Broberg (appointed September 2024) now chairing Vårdföretagarna's personal assistance branch and sitting on its main board.

Name

Särnmark

Legal name

Särnmark Assistans AB

Website

https://sarnmark.se

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Särnmark is a Swedish founder-owned personal assistance company, founded in 1992 and headquartered in Sundbyberg, providing government-funded LSS personal assistance services across Sweden through two service models (Trygg and Aktiv), supported by in-house legal counsel and a staffing guarantee. It serves individuals with disabilities and operates the Scandinavian Rehab Center subsidiary in Spain.

Ownership category

akta.pro rank

Product category

Personal Assistance Services

NAICS

Social Assistance (624)

SIC

Services-Employment Agencies (7361), Services-Help Supply Services (7363)

akta.pro primary industry

Private-Duty Caregiver Staffing Agencies (HSABAMAB)

Keywords

• Personal assistance services
• Disability support services
• LSS assistance provider
• Individual assistance plans
• Rehabilitation services

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Personlig assistans (Personal Assistance Services): Särnmark's primary revenue stream is government-funded personal assistance services under Sweden's LSS (Lagen om stöd och service till vissa funktionshindrade). Revenue is based on assistansersättning (assistance compensation) paid by Försäkringskassan (Social Insurance Agency) and municipalities per approved assistance hours. The company offers different customer models (Trygg and Aktiv) where Särnmark acts as employer with occupational responsibility, generating revenue from government compensation rates.
2. Scandinavian Rehab Center (Subsidiary): Särnmark's subsidiary Scandinavian Rehab Center provides specialized rehabilitation services in warm climate (Benalmádena, Spain), treating customers with rheumatological, neurological conditions, spinal/joint problems, psoriasis, and stress-related issues. Revenue is generated from contracts with Swedish regions, companies, organizations, foundations, and private individuals.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels12 records

Core offering

Särnmark provides personal assistance services under Sweden's LSS framework, acting as employer and holding workplace responsibility for each customer's appointed assistants. The company offers two customer models — Trygg (Särnmark manages all aspects of the assistance) and Aktiv (customer has greater influence while Särnmark retains employer/occupational responsibility) — and supplements this with in-house legal support, a 24/7 staffing guarantee, and a wholly-owned rehabilitation subsidiary (Scandinavian Rehab Center in Benalmádena, Spain).

Product overview

Särnmark is Sweden's first personal assistance company (assistansbolag), founded in 1992, providing comprehensive personal assistance services under LSS (the Swedish Act concerning Support and Service for Persons with Certain Functional Impairments). The company operates two primary service models: 'Trygg' for customers seeking full-service management, and 'Aktiv' for those desiring greater influence. Key supporting services include in-house legal advice, staffing guarantees, and specialized support for children and relatives. Särnmark also operates Scandinavian Rehab Center, a subsidiary providing rehabilitation services in Spain. The company maintains offices across Sweden including Stockholm, Göteborg, Malmö, Linköping, Uppsala, Gävle, Visby, and Kinna, with headquarters in Sundbyberg.

Differentiator

Problem solved

Functional benefit

Products and services

• Personlig assistans (Personal Assistance) Personalized personal assistance services under Sweden's LSS for individuals with physical, intellectual, or psychiatric disabilities, covering daily living support, personal care, and community participation. Särnmark acts as employer with workplace responsibility.
• Trygg Model Full-service customer model where Särnmark manages all aspects of personal assistance; Särnmark acts as employer and assumes workplace responsibility.
• Aktiv Model Service model in which the customer has greater influence over their personal assistance arrangement while Särnmark remains the employer with workplace responsibility.
• Scandinavian Rehab Center Subsidiary service offering specialized rehabilitation in a warm-climate Mediterranean setting in Benalmádena near Málaga, Spain. Programs address rheumatic diseases, neurological conditions, back/joint problems, psoriasis, and stress/exhaustion issues; serves Swedish regions, companies, organizations, foundations, and private individuals. Särnmark personal-assistance customers receive special pricing.
• Personlig assistans för barn (Personal Assistance for Children) Age-appropriate personal assistance services for children, including support for families navigating the LSS application process.
• Anhörigstöd (Family/Relative Support) Support services for relatives (anhöriga) of personal-assistance recipients, including co-produced lectures and guidance in collaboration with Anhörigas Riksförbund.
• Juridisk rådgivning (Legal Advice) In-house legal services staffed by lawyers specializing exclusively in assistance law, helping customers with LSS applications, appeals, communication with authorities, and structuring of assistance decisions. Available even to non-customers considering choosing Särnmark.
• Bemanningsgaranti (Staffing Guarantee / On-call Coverage) Round-the-clock on-call staffing team that resolves staffing gaps and provides emergency assistant coverage for Särnmark customers, ensuring continuity of personal assistance.

Quantifiable outcome

• Approximately 2,000 additional persons expected to receive new assistance decisions under the strengthened right to personal assistance legislation.

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Göteborg OpenflagshipGTM or Marketing Partner · 1 January 2024Särnmark is the main partner (huvudpartner) to Göteborg Open, one of Sweden's largest parasport competitions for children and youth with disabilities. The event gathers hundreds of participants from across Sweden, Norway, and Denmark for a weekend of sports, community, and competition. The partnership aligns with Särnmark's mission to enable people with disabilities to live active lives.
• VårdföretagarnacoreStrategic or Co-development PartnerSärnmark is a member of Vårdföretagarna (Employers' Association of Private Care), an industry and employer organization for private healthcare and care providers. Särnmark's VD Anders Broberg was elected to Vårdföretagarna's main board and serves as chairman of Vårdföretagarna's branch for personal assistance. The membership provides access to collective agreements, quality standards, and industry representation.
• FUB (Föreningen för utvecklingsstörda barn, ungdomar och vuxna)minorGTM or Marketing PartnerSärnmark Assistans sponsors FUB's local association in Mark municipality via the 1956 club. FUB works to ensure that children, youth, and adults with intellectual disabilities can live good lives. FUB has approximately 25,000 members in 152 local associations and 20 county associations across Sweden.
• Diversity Charter (Diversity Charter Sweden)minorStrategic or Co-development PartnerSärnmark is a member of Diversity Charter Sweden, committing to actively work for diversity and an inclusive approach within the organization. Särnmark takes an active role in the association and participates in various events, with a primary focus on inclusion of people with disabilities in the labor market.
• Anhörigas Riksförbund (National Family Carers Association)coreStrategic or Co-development PartnerSärnmark has entered a collaboration with Anhörigas Riksförbund to improve conditions, develop internal competencies, and better support family carers of people with personal assistance. The collaboration includes co-producing lectures on LSS and personal assistance for family carers, held in Stockholm, Göteborg, and Malmö. Särnmark's Stefan Jangenheim serves as contact. The collaboration aims to provide family carers with the right support regardless of which assistance provider they choose.
• Västra IFFF (Idrottsföreningen för funktionsvarierade)minorGTM or Marketing PartnerSärnmark is a sponsor of Västra IFFF, a bowling club for people with functional variations in Stockholm. The club creates a welcoming space for children, youth, and young adults with functional variations to have fun together. Särnmark's sponsorship supports the club's activities.
• Scandinavian Rehab CentercoreOthersScandinavian Rehab Center (SRC) is Särnmark's wholly-owned subsidiary, providing specialized rehabilitation in warm climate in Benalmádena, Spain. SRC works with Sweden's largest regions, companies, organizations, foundations, and private individuals. Särnmark VD Anders Broberg also serves as VD of SRC. Customers receive special pricing at SRC through Särnmark.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Ambea: Ambea is the publicly listed Nordic care group that owns Frösunda Omsorg and other personal assistance, elderly care, and disability services businesses. Relevant as the parent of a direct peer and as a broad incumbent with overlapping regulatory exposure to Swedish LSS.
• Attendo: Attendo is a large publicly listed Nordic care provider offering personal assistance alongside elderly care, disability services, and healthcare staffing. Comparable as a broad incumbent in the same regulatory and customer landscape, but operates across many segments rather than specializing in personal assistance.
• Capio (Ramirent parent): Capio is a major Swedish healthcare provider (now part of Ramsay Santé) operating primary care, specialist care, and rehabilitation services. Comparable as a broad Swedish healthcare incumbent with rehabilitation and disability-related services that overlap with Särnmark's subsidiary offering.

Direct peers

• Olivia Personlig Assistans: Olivia is a privately held Swedish personal assistance company offering LSS-funded personal assistance across multiple Swedish regions. Direct peer in the assistansbolag segment with similar service offering and customer base.
• Vivida Assistans: Vivida is a Swedish personal assistance company operating under LSS with multiple regional offices across Sweden. Direct competitor in the same assistansbolag category, serving the same government-funded customer segment with comparable service models.
• Frösunda Omsorg (Ambea): Frösunda is a major Swedish personal assistance company acquired by Ambea, providing LSS-funded assistance nationwide with similar service model and customer base as Särnmark. Closely comparable in product offering, regulatory exposure, and target segment (LSS-eligible individuals).
• Assistansia: Assistansia is a Swedish personal assistance provider focused on LSS-funded personal assistance with regional offices throughout Sweden. Directly comparable in business model, regulatory exposure, and target customers to Särnmark.
• Humana Omsorg: Humana is one of Sweden's largest private personal assistance and home care providers, operating LSS-funded personal assistance services nationally. It is the most direct comparable in scale, scope, and customer base to Särnmark; Särnmark's CEO Anders Broberg previously held an executive role at Humana, underscoring the operational overlap.
• Vintersol: Vintersol operates a warm-climate rehabilitation center in southern Spain serving Nordic customers with rheumatological, skin, and respiratory conditions. Comparable to Särnmark's Scandinavian Rehab Center subsidiary in offering rehabilitation services in Spain to Swedish patients/payers under similar contracts.

Others

• Samhall: Samhall is the Swedish state-owned enterprise providing employment and workplace adaptation for individuals with disabilities. Not a direct competitor (different mandate and funding model), but operates in the same Swedish disability ecosystem and addresses an adjacent policy area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sarnmarks
• LinkedInlinkedin.com/company/s-rnmark-assistans-ab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

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 Särnmark