What Prima Assistance does

Prima Assistanse AS is a privately held Norwegian limited company (aksjeselskap) headquartered at Østensjøveien 36, 0667 Oslo, that provides Brukerstyrt Personlig Assistanse (BPA), or user-controlled personal assistance services, to people with physical and/or cognitive disabilities across Norway. The company is one of Norway's largest BPA providers, operating through 13 regional local offices that together cover the entire country, with each customer assigned a dedicated local contact person for close personal follow-up. Service modules include core BPA for adults, BPA for children, BPA delivered on behalf of Norwegian municipalities, and Funksjonsassistanse (NAV-funded workplace support for disabled employees). Supporting offerings include an online eligibility assessment (BPA-testen), the BPA-rådet advisory council of experience consultants, a webinar and podcast series ('Loven & Livet' with attorney Geir Lippestad), a leadership development course for BPA work leaders (delivered via Microsoft Teams and the MyQuest platform), an annual Prima-dagen celebration, and active provider-switching assistance for new clients.

The firm's underlying technology stack is minimal: it is fundamentally a service-based provider with no proprietary software products, no public API, no SDK, and no AI/ML components in the disclosed data. Operating tools referenced are standard (Microsoft Teams, MyQuest LMS, mainstream social platforms, and email). Marketing channels are content-led, including a Norwegian-language blog, active Facebook/Instagram/LinkedIn/YouTube accounts, the Loven & Livet webinar/podcast series, and recurring community engagement via events such as the Wings for Life World Run and Prima-dagen.

Prima Assistanse generates revenue by delivering BPA services on behalf of Norwegian municipalities and (for Funksjonsassistanse) NAV, under public-payor funding models; pricing is not publicly disclosed because rates are set through municipal agreements and individual statutory assessments. The company functions as a managed-services provider in a regulated public healthcare market: end users are individuals with disabilities (typically assigned via government right-to-BPA decisions), while the contracting and paying entity is the Norwegian state and municipal sector. Customer-facing GTM combines direct digital outreach (website, BPA-testen assessment tool), event-driven acquisition (Loven & Livet webinars, Prima-dagen, community events), and proactive switching campaigns targeting existing BPA users of competitor providers.

Name

Prima Assistance

Legal name

Prima Assistanse AS

Website

https://prima-assistanse.no

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Prima Assistanse AS is a Norwegian private provider of Brukerstyrt Personlig Assistanse (BPA), or user-controlled personal assistance services, for people with disabilities. Operating through 13 local offices nationwide and under municipal contracts, it serves disabled individuals and families across Norway as one of the country's largest BPA suppliers.

Ownership category

akta.pro rank

Product category

Disability Personal Assistance Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro primary industry

Disability Services & Assistive Solutions (Accessibility, Assistive Tech) (BPAGALAM)

Keywords

• Personal assistance services
• Disability care services
• User-controlled assistance
• Home nursing services
• Workplace disability support

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. BPA Service Delivery: Prima Assistanse generates revenue by delivering BPA services on behalf of municipalities to individuals with disabilities. The company is paid by Norwegian municipalities for providing user-controlled personal assistance services, functioning as a private supplier in the public healthcare system.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Prima Assistanse delivers Brukerstyrt Personlig Assistanse (BPA) — user-controlled personal assistance for people with disabilities in Norway. Services are funded by Norwegian municipalities and delivered nationwide through 13 local offices, providing personal assistants for daily activities, work participation, education, and social life. Complementary offerings include Funksjonsassistanse (workplace disability support funded by NAV), a leadership development course for work leaders, the BPA-rådet peer advisory body, and online self-assessments.

Product overview

Prima Assistance is a service company offering Brukerstyrt Personlig Assistanse (BPA) - user-controlled personal assistance for people with disabilities in Norway. The core offering is BPA, which includes specialized modules for children and municipalities, plus funksjonsassistanse for workplace support. Supporting services include webinars/podcasts (Loven & Livet), a leadership development course, BPA eligibility testing, the BPA-rådet advisory council, and an annual Prima-dagen celebration. The company operates through a nationwide network of local offices.

Differentiator

Problem solved

Functional benefit

Products and services

• BPA (Brukerstyrt Personlig Assistanse) - User-Controlled Personal Assistance User-controlled personal assistance service providing people with disabilities with personal assistants for daily activities, work, education, and social participation. For individuals of all ages with physical and/or cognitive disabilities who are granted BPA hours by Norwegian municipalities.
• BPA for Children (BPA for barn) Specialized BPA service tailored for children with disabilities, enabling greater independence for the child while allowing families to maintain flexible family life and parents to work. For families of children with disabilities.
• BPA for Municipalities (BPA for kommuner) BPA service delivery on behalf of Norwegian municipalities, providing outsourced scheme administration and BPA operations for residents with disabilities under municipal concessions. For municipal case workers and municipal governance teams.
• Funksjonsassistanse (Workplace Functional Assistance) NAV-funded employment assistance service enabling people with disabilities to remain in or join the workforce, providing workplace support for employees with functional limitations. For disabled employees and their employers across Norway.
• Local Offices Network (Lokalkontorer) Nationwide network of 13 local offices covering all regions of Norway, providing each BPA customer with a dedicated local contact person for close, personal follow-up and scheme administration. Supports BPA customers across Agder, Innlandet, Midt-Norge, Møre og Romsdal, Nordmøre og Molde, Østfold/Follo, Rogaland, Romerike, Telemark, Troms og Finnmark, Vestfold, Vestland, and Oslo.
• Leadership Development Course for Work Leaders Training program for work leaders (arbeidsledere) managing BPA schemes, covering leadership skills and self-reflection, delivered via Microsoft Teams meetings and the MyQuest digital platform. For BPA work leaders.

Named customers4 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

Partnerships

Three partnerships are on record, tiered core and minor.

• Geir LippestadcoreStrategic or Co-development PartnerCollaboration with attorney and politician Geir Lippestad on the 'Loven & Livet' (Law & Life) podcast/webinar series. Lippestad has personal experience as work leader for his own child with BPA and provides legal expertise on BPA legislation and rights.
• UlvangminorOthersNorwegian outdoor clothing brand that featured Hannah Lunden, a Prima Assistanse employee and person with disability, as their first model with a functional disability. Part of diversity and inclusion marketing collaboration.
• NAV (Norwegian Labour and Welfare Administration)coreOthersNAV provides funding for Funksjonsassistanse (Functional Assistance) - a related service that helps people with disabilities remain in employment. Prima Assistanse helps customers navigate and utilize this NAV-funded service.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Others

• NAV (Norwegian Labour and Welfare Administration): Not a competitor but the primary public funder of Funksjonsassistanse and a key referral channel for Prima Assistanse. Included as a critical ecosystem participant that shapes demand and reimbursement.

Broad incumbents

• Attendo: Large Nordic care-services group providing personal assistance, home care, and disability services across multiple countries including Norway. Comparable service categories but operates at much broader scale and geographic footprint.
• Humana: Nordic personal-assistance and care provider operating in Norway and Sweden with municipal contracts. Similar service offering to Prima but at a multi-country, broader-portfolio scale.
• Ambea: Swedish-listed Nordic care provider with disability and personal-assistance services including in Norway. Comparable end-customers (people with disabilities) and funding model (municipal contracts).
• Aleris: Nordic healthcare and care services provider active in Norway across a wide portfolio including home-based personal services. Overlaps with Prima's care-delivery scope as a broader healthcare incumbent.

Direct peers

• Uloba: One of Norway's other large dedicated BPA providers, also delivering user-controlled personal assistance under municipal contracts. Closest direct competitor to Prima Assistanse in product, customer, and business model.
• Norrøna Helseomsorg: Norwegian personal-assistance and healthcare services provider serving clients with disabilities. Competes for municipal contracts and individual BPA customers alongside Prima Assistanse.
• Stendi: Major Norwegian personal-assistance and home-care provider competing for the same municipal BPA and personal-care contracts. Comparable service model serving disabled and elderly clients across Norway.
• Heimdal Helse: Norwegian provider of personal assistance and home-based care services to individuals with disabilities. Overlaps directly with Prima's BPA and personal-assistance offering in the same Norwegian market.

Regional players

• Tronrud Helse: Norwegian care and health services provider with a regional footprint, offering personal-assistance and care services comparable to Prima's BPA delivery.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCtLKXkMmqR32bN5BV9YfbYQ/videos
• Facebookfacebook.com/primaassistanse
• LinkedInlinkedin.com/company/567051
• Instagraminstagram.com/PrimaAssistanse

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Prima Assistance