BrolinWestrell

What BrolinWestrell does

BrolinWestrell is a Stockholm-based psychological consultancy founded at the turn of 2006/2007 by Magnus Brolin and Mikael Westrell, specializing in organizational crisis management, leadership support, and employee assistance. The company serves Swedish employers and, via partner networks, Nordic and international clients across more than 18 industries — banking, retail, security, energy, hospitality, healthcare, public sector, telecom, transport, education, media, and more — with named enterprise logos including Handelsbanken, Nordea, PwC Sweden, Preem, Scandic Hotels, Apoteket, Avarn Security, Loomis, LRF, and Ludvig & Co. Since 1 July 2019, BrolinWestrell has operated as a wholly-owned subsidiary of Primakoncernen, a Swedish corporate group focused on occupational health, work environment, and occupational psychology.

The service portfolio is organized into eight core lines: Krishantering (24/7 crisis hotline, on-site intervention, crisis preparedness planning, trauma treatment via EMDR and TF-CBT, PTSD treatment), Ledarskap (leadership coaching), Personalstöd (Employee Assistance Program / EAP), Personbedömning (pre-deployment psychological screening and executive recruitment assessment), Utbildning (training including a 7.5-credit accredited specialist course for psychologists), Utredning (independent investigations into harassment and discrimination), Konflikthantering (workplace conflict resolution), and Visselblåsning (third-party whistleblowing channel). Methodology is evidence-based, aligned with Swedish work-environment regulations including AFS 2023:2 (crisis support) and AFS 2015:4 (organizational and social work environment), GDPR, Dataskyddslagen 2018:218, and Patientdatalagen 2008:355. Knowledge assets include the published reference book "Krishantering i arbetslivet" (Studentlitteratur, 3rd edition, August 2022), a free Kunskapshubb with a 9-part training video series and crisis checklists, and recurring expert media commentary in outlets such as TV4 Nyhetsmorgon, Dagens Industri, Dagens Nyheter, and Radio P1.

Revenue is generated through monthly subscription retainers (kristjänstavtal) granting contract customers priority 24/7 hotline access and annual crisis organization reviews, per-employee or flat-fee EAP subscriptions, commissioned corporate training and crisis exercises, ad-hoc fees for acute crisis interventions and on-site support, and book sales at 395 SEK per copy. The core team is approximately 11 named professionals (CEO, operations manager, crisis specialists, consultants, coordinator) augmented by a national subcontractor network across Sweden, Nordic partner organizations in Norway, Denmark, and Finland, and an international crisis support partner enabling global coverage in local languages. Distribution is purely direct enterprise sales targeting HR directors, safety managers, and C-suite buyers; demand generation runs through thought leadership (free webinars, the Knowledge Hub, expert media appearances) rather than paid acquisition.

Name

BrolinWestrell

Legal name

BrolinWestrell AB

Website

https://brolinwestrell.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

BrolinWestrell is a Stockholm-based psychological consultancy providing 24/7 crisis management, leadership coaching, employee assistance programs, workplace investigations, and accredited training to Swedish, Nordic, and international employers across more than 18 industries.

Ownership category

akta.pro rank

Product category

Crisis Management and Psychological Consulting Services

NAICS

Management Consulting Services (54161), Human Resources Consulting Services (541612)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Organization Design & Operating Model Consulting (BPAHAGAB)

akta.pro secondary industries

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Coaching, Mentoring & Facilitation Services (BPACANAI), People Analytics, Assessment & Psychometrics Consulting (BPAHAGAH), Risk, Compliance & Internal Controls Consulting (BPAHACAJ)

Keywords

• Crisis management consulting
• Employee assistance programs
• Leadership development services
• Workplace psychological services
• Trauma treatment therapy

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Crisis management service contracts (kristjänstavtal): Monthly retainer fees paid by contract customers (avtalskunder) for guaranteed 24/7 access to a crisis hotline staffed by crisis specialists. Contract customers receive priority response, annual reviews of their crisis organization, and ongoing advisory support. This provides predictable recurring revenue.
2. Crisis intervention and on-site support services: Ad-hoc fees for acute crisis interventions, on-site group crisis sessions, individual psychological support sessions, crisis leadership coaching, and incident response when crises occur. Revenue is event-driven and variable based on client needs.
3. Education and training courses: Revenue from specialist courses (e.g., 'Krishantering i arbetslivet' specialist course for psychologists offering 7.5 higher education credits in collaboration with Ericastiftelsen), custom corporate training programs, and crisis exercises for organizations. Course fees vary by format and duration.
4. Book sales — Krishantering i arbetslivet: Sales of the company's published book at 395 SEK (ex VAT, plus shipping). Bulk pricing available for organizations purchasing multiple copies or combining with training sessions with the lead author.
5. Employee Assistance Program (EAP) / Personalstöd: Corporate subscription for employee support hotline and counseling services. Billed as a per-employee or flat-fee monthly retainer. Includes up to 3-5 sessions per year per employee, with anonymized aggregate reporting to the employer.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

BrolinWestrell is a Stockholm-based psychological consultancy delivering 24/7 organizational crisis management, leadership development, employee assistance, personnel assessment, training, workplace investigations, conflict management, and whistleblowing services. All consultants are licensed psychologists or psychotherapists applying evidence-based methods including TF-CBT, EMDR, psychological first aid, and pre-deployment screening, with delivery via the core team and a national/Nordic subcontractor network.

Product overview

BrolinWestrell is a Swedish psychological consultancy offering integrated services for organizational crisis management, leadership development, and employee support. The portfolio centers on Krishantering (Crisis Management) as the primary offering, supported by six core services: Ledarskap (Leadership Development), Personalstöd (Employee Assistance Program), Personbedömning (Personnel Assessment), Utbildning (Training), Utredning (Investigation), Konflikthantering (Conflict Management), and Visselblåsning (Whistleblowing). The Krishantering service encompasses crisis preparedness planning, 24/7 crisis hotline, on-site crisis interventions, trauma treatment (EMDR and CBT), and specialized offerings including PTSD treatment and pre-deployment screening. Educational resources include the published book 'Krishantering i arbetslivet' and the free-access Kunskapshubb (Knowledge Hub) with webinars, training videos, and checklists. Services are delivered through a national and Nordic network of underconsultants alongside core staff psychologists and psychotherapists.

Differentiator

Problem solved

Functional benefit

Products and services

• Krishantering (Crisis Management) 24/7 crisis management service for organizations covering immediate telephone guidance, on-site crisis interventions, psychological first aid, group and individual sessions, crisis leadership coaching, and trauma treatment (EMDR and trauma-focused CBT). Targeted at employers responding to acute workplace crises.
• Ledarskap (Leadership Development) Personal, active, and responsive guidance for leaders to address current problems or develop leadership over time, including leadership development programs and executive coaching. Targeted at C-suite executives, managers, and leadership teams.
• Personalstöd (Employee Assistance Program) Easily accessible counseling service providing employees with quick access to professional psychological support, including short problem-solving or longer therapeutic conversations. Typically structured as a per-employee or flat-fee monthly subscription including 3-5 sessions per year per employee with anonymized aggregate reporting.
• Personbedömning (Personnel Assessment) Psychological testing and personnel assessment providing understanding of candidate capacity for recruitment, leadership selection, and pre-deployment screening for high-stress assignments. Combines self-report inventories with psychologist interviews.
• Utbildning (Training) Crisis education and training for leaders, HR professionals, employees, and students at all levels, from basic to advanced. Includes the 'Krishantering i arbetslivet' specialist course for psychologists accredited as a 7.5-credit higher education program in collaboration with Ericastiftelsen.
• Utredning (Investigation) Investigation and guidance in cases of harassment, discrimination, and bullying in the workplace, including independent external investigations following a three-step model. Aligned with AFS 2015:4 on organizational and social work environment.
• Konflikthantering (Conflict Management) Effective and quickly accessible support for managing costly workplace conflicts, including three-party conversations and conflict resolution guidance.
• Visselblåsning (Whistleblowing Service) Safe and cost-effective whistleblowing service for employers, ranging from approximately fifty employees to large corporations with several thousand employees. Supports compliance with the EU Whistleblower Directive.
• Krishantering i arbetslivet (Book) Comprehensive textbook on crisis management in working life, authored by Magnus Brolin, Per Calleberg, and Mikael Westrell, published by Studentlitteratur. Now in its third updated edition (2022). Sold at 395 SEK per copy (ex VAT), with bulk pricing for organizations.

Quantifiable outcome

• Over 100s of employers served and 1000s of crises handled since founding in 2007
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• QurantminorStrategic or Co-development Partner · 1 January 2024Qurant is a digital occupational health provider. BrolinWestrell has a close cooperation with Qurant, including having their psychologist Ellinor Eriksson interviewed by Qurant's Hälsobloggen on workplace crisis support topics. The relationship involves mutual referral and content collaboration in the occupational health space.
• BG InstituteminorOthers · 1 January 2024BG Institute is a Swedish training provider. BrolinWestrell's Ellinor Eriksson conducts regular day-long training sessions for BG Institute on stress and workplace load, offered both in-person and digitally. This is primarily a personal engagement of a BrolinWestrell consultant rather than a formal corporate partnership.
• EricastiftelsencoreStrategic or Co-development Partner · 22 November 2023BrolinWestrell collaborates with Ericastiftelsen to offer the 'Krishantering i arbetslivet' course as a higher education program worth 7.5 credits, open to licensed psychologists and other healthcare professionals. Ericastiftelsen is a foundation associated with the Swedish Psychiatric Association providing specialist training for psychologists. This partnership enables BrolinWestrell to deliver accredited professional development courses.
• StudentlitteraturcoreOthers · 1 January 2011Studentlitteratur is Sweden's leading educational publisher. They publish BrolinWestrell's book 'Krishantering i arbetslivet' (Crisis Management in Working Life), now in its third revised edition (2022). The book serves as a core knowledge asset and revenue product for BrolinWestrell, used widely in corporate training and universities.
• International crisis support provider (worldwide)coreStrategic or Co-development PartnerBrolinWestrell partners with a worldwide crisis support provider to offer round-the-clock crisis services in most locations globally. This enables them to support Swedish companies with international operations, with services delivered in local languages by vetted local providers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Modern Health: Global mental health platform offering EAP, therapy, coaching, and crisis support to enterprise employers across multiple geographies. Comparable in EAP and crisis response service model with broader geographic reach.
• Lyra Health: US-based tech-enabled mental health platform providing EAP and therapy to enterprise employers. Emerging competitor in the European EAP market that could displace traditional Swedish providers on digital delivery and global coverage.
• Spring Health: Global mental health benefit platform with employer-paid EAP, therapy, and crisis support. Overlaps with BrolinWestrell's Personalstöd offering for multinational enterprise clients.

Broad incumbents

• ComPsych: World's largest traditional EAP provider offering employee assistance, crisis support, and behavioral health to large employers globally. Provides scale benchmark and a competitive incumbent for multinational RFPs.

Direct peers

• Falck Healthcare: Nordic occupational health and EAP provider under Falck, active in Sweden, Denmark, Norway and Finland. Directly competes with BrolinWestrell in cross-border Nordic EAP and crisis response delivery for multinational employers.
• Feelgood (Företagshälsa): Listed Swedish occupational health group offering occupational health, EAP, leadership development, and rehabilitation services. Comparable competitor serving similar Swedish enterprise customers with overlapping service categories.
• Cura of Sweden (A CURA): Swedish occupational health provider offering rehabilitation, prevention, leadership support, and employee assistance. Comparable in target market, service mix, and Swedish regulatory environment.
• Avonova: One of Sweden's largest occupational health and EAP providers, offering workplace health, crisis support, leadership coaching, and rehabilitation services to Swedish employers. Direct competitor across occupational health, EAP, and crisis-related HR consulting.
• Previa (Företagshälsa): Major Swedish occupational health provider owned by Alecta, delivering employee assistance, leadership support, rehabilitation, and crisis-related services to large Swedish employers across the same target buyer roles (HR, safety managers, C-suite).

Regional players

• Svea Care / Halsa (occupational health players): Regional Swedish occupational health providers with overlapping service portfolios in employee assistance and leadership development. Different geography/scale but serve comparable buyer profiles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BrolinWestrell
• LinkedInlinkedin.com/company/brolinwestrell-ab

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 BrolinWestrell