What Generation M does

Generasjon M AS is a Norwegian non-profit social enterprise founded in 2011 by Anne Stine Hole and Christina Væting Nergård, structured as an ideelt aksjeselskap and headquartered in Oslo. The company operates a single service — the M-Venner program — which employs Norwegian youth aged 14-20 as part-time 'M-venner' who conduct weekly visits at nursing homes, omsorgsboliger, and bofellesskap across 11 municipalities. M-venner facilitate intergenerational activities (conversations, games, outings, creative sessions) that provide social engagement for elderly residents while giving youth their first work experience and exposure to healthcare careers.

The company's underlying technology is an Impact Management framework: a survey-based social impact measurement system administered to M-venner and care facility staff to track outcomes such as youth self-confidence, relational competence, motivation toward healthcare careers, and resident well-being/activity. Reported metrics include 96% of youth reporting improved empathy, 92% reporting greater self-confidence, and 98% of staff observing laughter/smiles among residents. The framework produces annual social reports used as the primary sales asset when pitching new municipalities.

Generasjon M generates revenue through multi-year effect contracts (effektkontrakter) with Norwegian municipalities, under a three-party financing model. Savings bank foundations co-finance the early years (90% in year 1, 50% in year 2, 10% in year 3), with the municipality incrementally assuming the full cost. Key foundation partners include Sparebankstiftelsen DNB, Sparebankstiftelsen Telemark, Sparebank 1 Stiftelsen Østfold Akershus, Sparebank 1 Stiftelsen BV, and Sparebank 1-stiftelsen Ringerike. The company is a portfolio company of Ferd Sosiale Entreprenører, and as of October 2024 operates under new CEO Hanne Marit Normann with founder Anne Stine Hole in a business development and board role. Operations have expanded from a single Oslo nursing home in 2016 to approximately 300 active M-venner creating ~25,000 intergenerational meetings per year.

Name

Generation M

Legal name

Generasjon M AS

Website

https://generasjonm.no

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Generasjon M is a Norwegian non-profit social enterprise that employs youth aged 14-20 as part-time 'M-venner' to conduct weekly visits at nursing homes and care facilities across 11 municipalities, providing elderly residents with social engagement and youth with first work experience and healthcare career exposure.

Ownership category

akta.pro rank

Product category

Youth Employment and Elderly Care Social Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Companionship & Social Engagement Visits (HSABAAAA)

akta.pro secondary industry

Companion Care & Social Support (non-clinical) (HLADAGAB)

Keywords

• Youth employment programs
• Elderly care services
• Intergenerational social programs
• Municipal social services
• Part-time youth jobs

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Municipal Service Contracts: Generasjon M generates revenue through multi-year effect contracts with municipalities. Under the three-party model, municipalities pay for the service while savings bank foundations co-finance the initial years. The financing model follows a step-down structure: foundation covers 90% in year one (municipality 10%), 50/50 in year two, and 10% foundation / 90% municipality in year three, allowing municipalities to phase in costs over time.
2. Foundation Grants and Co-Financing: Savings bank foundations (e.g., Sparebankstiftelsen DNB, Sparebankstiftelsen Telemark, Sparebank 1 Stiftelsen Østfold Akershus) provide co-financing that reduces the financial risk for municipalities and enables program launch. The foundations act as impact investors covering a significant portion of costs in the early years.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Generasjon M operates the M-Venner (M-Friends) program, a social impact service that employs Norwegian youth aged 14–20 as part-time workers who conduct regular visits to elderly residents at nursing homes, care facilities, and assisted-living residences. M-venner facilitate intergenerational activities such as conversations, board games, outings, and creative sessions, providing elderly residents with social interaction and youth with meaningful work experience and exposure to the health and care sector. The service is sold to Norwegian municipalities through multi-year effect contracts co-financed by savings bank foundations, and includes recruitment, training, scheduling, and structured social impact measurement.

Product overview

Generasjon M operates as a single, unified social-impact service offering — the M-Venner (M-Friends) program. There are no distinct product tiers, modules, or sub-brands. The service connects employed youth (M-venner) with elderly residents at care facilities through structured weekly visits and intergenerational activities. Municipal partners (kommuner) commission the service under co-financing agreements with local foundations, and Generasjon M handles recruitment, training, scheduling, and impact measurement centrally. The company also explored a related housing concept called PiiR (student-elder co-living), but that specific initiative has been concluded.

Differentiator

Problem solved

Functional benefit

Products and services

• Generasjon M – M-Venner Programmet (M-Friends Program) A social impact service that employs Norwegian youth aged 14–20 as part-time 'M-venner' (M-friends) who conduct weekly visits at nursing homes, care facilities, and assisted-living residences. M-venner facilitate intergenerational activities such as conversations, board games, outings, and creative sessions, providing elderly residents with social interaction and youth with meaningful work experience and exposure to the health and care sector. The service is sold to Norwegian municipalities through multi-year effect contracts co-financed by savings bank foundations.

Quantifiable outcome

• 96% of youth report improved ability to understand others' feelings and reactions
• +9 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor and core.

• Møller EiendomminorStrategic or Co-development PartnerMøller Eiendom developed the PiiR housing concept — 58 apartments adapted for seniors with three student apartments. Generasjon M was involved in the startup phase of PiiR, where students lived and worked in the building, providing social activities for elderly neighbors in exchange for reduced rent. Generasjon M has since ended the collaboration, but the experience informed the company's thinking on intergenerational living concepts.
• Diakonveien Omsorg+minorStrategic or Co-development PartnerGenerasjon M employees (Iris Sommerdal and Louise Søeberg) are embedded in the Diakonveien Omsorg+ facility on Steinerud in Oslo, creating activities and social engagement for residents. The facility, operated by Diakonhjemmet, hosts multiple tenants including Generasjon M to create a vibrant intergenerational community.
• Skien kommunecoreOthersSkien municipality entered a four-year collaboration with Generasjon M and Sparebankstiftelsen Telemark in August 2025. 24 local youth aged 14–20 are employed as M-venner visiting three care sites with approximately 275 places for elderly.

Scale indicators14 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Kirkens Bymisjon: Major Norwegian humanitarian NGO running elderly-visiting programs, activity centres and social-inclusion initiatives. Comparable as a non-profit peer offering community-based elderly support services, often in partnership with the same municipalities.

Others

• Ferd Sosiale Entreprenører: Social-entrepreneurship portfolio (and Generasjon M's core investor/incubator) that backs Norwegian impact ventures. Relevant as the ecosystem anchor and capital partner from which comparable social enterprises in Norway have emerged.
• Nasjonalforeningen for folkehelsen: Norwegian public-health NGO focused on dementia, mental health and elderly wellbeing, including activity and visiting initiatives. Adjacent thematic peer addressing the same elderly-loneliness problem Generasjon M targets.

Broad incumbents

• Humana AB: Nordic care and social-services provider operating elderly care, individual and family services, and personal assistance across Scandinavia. Overlaps with Generasjon M's elderly-support and social-inclusion remit at much larger scale.
• Stendi AS (formerly Aleris Omsorg): One of Norway's largest private care and personal-assistance providers, offering home care, assisted living and user-managed care arrangements. Competes in the same Norwegian elderly-care delivery ecosystem where Generasjon M's partner municipalities operate.
• Attendo AB: Major Nordic private care operator providing elderly care, home care and social services across Sweden, Finland and Norway. Comparable as a broad incumbent in the same elder-care delivery space where Generasjon M places its M-venner, though Attendo's scale and commercial structure differ.

Direct peers

• Big & Mini: UK charity pairing young people (15–24) with older care-home residents for structured visits and conversation — a near-direct functional match to Generasjon M's M-venner weekend-visit program at Norwegian nursing homes.
• The Cares Foundation: UK-based charity building intergenerational connections between older people and younger neighbours through social clubs, letter-writing and one-to-one befriending. The closest international analogue to Generasjon M's M-venner companionship model.
• Adopt a Grandparent: International intergenerational charity facilitating pen-pal and virtual connections between seniors and volunteers. Operates in the same intergenerational-connection category as Generasjon M, albeit via correspondence rather than in-person visits.
• Norwegian Red Cross (Røde Kors) Besøkstjeneste: Volunteer visiting service run by the Norwegian Red Cross in which members provide companionship to elderly and isolated individuals. Directly comparable in mission (reducing loneliness via regular visits) and partly overlaps in Norwegian municipal customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/generasjonm
• TikToktiktok.com/@generasjonm
• Xx.com/GenerasjonM
• Facebookfacebook.com/GenerasjonM
• LinkedInlinkedin.com/company/generasjonm

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Generation M