Amathea

What Amathea does

Stiftelsen Amathea is a Norwegian nonprofit foundation founded in 1994 that operates a nationwide, free healthcare service focused on pregnancy, abortion, and contraception counseling. The organization serves individuals across Norway through a network of five offices (Oslo as headquarters, plus Bergen, Trondheim, Tromsø, and Kristiansand) and multichannel remote delivery including video, phone, and real-time chat, with Norwegian and English language support plus interpreter services. Its service portfolio spans pre- and post-abortion counseling, pregnancy decision support, partner and couple conversations, free pregnancy testing, contraception guidance, and clinical contraception services such as insertion and removal of hormonal and copper IUDs and contraceptive implants, with new clinical services launching in Tromsø from October 2025 and Trondheim from autumn 2026.

Amathea operates as a complement to the Norwegian public healthcare system rather than a competitor, receiving referrals from general practitioners, midwives, school health nurses, and youth health stations while also accepting self-referred users. All services are provided free of charge to end users, with no commercial pricing model; the foundation is funded through public healthcare sources and accepts donations. Its core technology is essentially non-existent in the traditional software sense — services are delivered by healthcare professionals via counseling, guidance, and medical consultations — supported by standard web-based appointment booking, informational website content, and digital communication channels.

The go-to-market motion is direct-to-consumer with a strong referral layer from the public healthcare ecosystem. Marketing is effectively organic, relying on search visibility, healthcare provider referrals, and word-of-mouth rather than paid acquisition. Distribution combines physical offices with self-serve digital channels, and the organization has cultivated a strong reputation as a neutral, confidential, non-judgmental resource — a positioning that has built durable trust with both users and the referring public healthcare system over three decades of operation.

Name

Amathea

Legal name

Stiftelsen Amathea

Website

https://amathea.no

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Amathea is a Norwegian nonprofit foundation providing free nationwide counseling and clinical services on pregnancy, abortion, and contraception through five offices and digital channels, operating as a complement to the public healthcare system.

Ownership category

akta.pro rank

Product category

Reproductive healthcare counseling

NAICS

Family Planning Centers (621410)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB)

akta.pro secondary industries

Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG), Sexual & Reproductive Health & Family Planning (SRH/FP) Programs (BPADAIAD)

Keywords

• Abortion counseling
• Pregnancy counseling
• Contraception services
• Reproductive health support
• Post-abortion follow-up

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure

Revenue model

1. Healthcare Services Delivery: As a foundation (Stiftelsen), Amathea operates as a complementary healthcare service to the public healthcare system in Norway. All services are provided free of charge to users. Funding appears to come from public sources as a healthcare provider, with the organization stating they 'utfyller det offentlige helsevesenet' (complement the public healthcare system).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Amathea is a Norwegian nonprofit foundation that provides free healthcare counseling and support services related to abortion, pregnancy, and contraception. The organization delivers individual and couples counseling, post-abortion follow-up, pregnancy guidance, and contraception services including IUD and implant insertion/removal at five offices across Norway and via phone, video, and chat. All services are provided at no cost to users as a complement to Norway's public healthcare system.

Product overview

Stiftelsen Amathea is a Norwegian healthcare foundation providing free health services centered on abortion counseling, pregnancy guidance, and contraception services. The organization operates as a single unified service offering rather than a platform with separate modules. The core offerings include: (1) Abortion counseling and decision support with individual counseling, partner conversations, and follow-up sessions; (2) Pregnancy counseling with free pregnancy testing and guidance for uncertain situations; (3) Contraception services including free guidance and insertion/removal of IUDs (hormonal and copper) and contraceptive implants; and (4) Educational resources on abortion methods. Services are delivered via video, telephone, chat, or in-person at offices in Oslo, Bergen, Trondheim, Tromsø, and Kristiansand. All services are free, provided in Norwegian and English, with interpreters available for other languages.

Differentiator

Problem solved

Functional benefit

Products and services

• Abortveiledning (Abortion Counseling) Individual counseling for individuals considering abortion, providing decision support, emotional guidance, and neutral professional assistance to help clients navigate the choice between continuing or terminating a pregnancy.
• Oppfølgingssamtaler etter abort (Post-Abortion Follow-up) Follow-up counseling sessions after spontaneous or self-determined abortion, offering emotional support and assistance in processing the experience.
• Graviditetsveiledning (Pregnancy Counseling) Counseling services for pregnant individuals, offering guidance, information, and support for those uncertain about their pregnancy situation, including free pregnancy testing.
• Prevensjonsveiledning (Contraception Counseling) Free contraception guidance services including insertion and removal of hormonal IUDs (Mirena, Kyleena, Jaydess), copper IUDs (Novapluss), and contraceptive implants (Nexplanon), with STI testing during IUD procedures.
• Hjelp i valget (Decision Support) Decision-making support services helping individuals and couples navigate the choice between continuing or terminating a pregnancy, including individual guidance, couple conversations, and practical information.
• Partnersamtaler (Partner Conversations) Conversation services for partners of pregnant individuals, providing neutral support and guidance for partners dealing with pregnancy and abortion decisions.
• Samtale sammen (Joint Conversations) Couple counseling sessions where both partners can participate in conversations about pregnancy and abortion decisions together with neutral healthcare professionals.
• Nødprevensjon (Emergency Contraception) Emergency contraception services including the morning-after pill and copper IUD insertion as emergency contraception within five days of unprotected intercourse.
• Gruppe (Group Sessions) Group counseling and dialogue sessions on pregnancy and abortion topics, providing peer support and shared learning experiences.
• Informasjon om abortmetoder (Abortion Method Information) Educational information services covering both medical and surgical abortion procedures, including at-home medical abortion protocols, hospital-based procedures, and post-abortion care guidance.

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

One partnership is on record.

• Public Healthcare System (Sykehus og helsevesen)coreOthersAmathea operates as a complementary service to the public healthcare system in Norway. The organization explicitly states 'Vi utfyller det offentlige helsevesenet' (We complement the public healthcare system). They work with hospitals for abortion procedures while providing counseling services themselves. Healthcare providers including general practitioners, midwives, and school health nurses refer patients to Amathea.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Marie Stopes International (MSI): Global non-profit providing contraception, abortion, and reproductive health services across multiple countries. Comparable scope (counseling, contraception, abortion-related support) and a similar non-profit delivery model to Amathea.
• Planned Parenthood Federation of America: Large US-based non-profit providing abortion, contraception, pregnancy counseling, and sexual health education. Closest large-scale international analog to Amathea's service mix and non-profit model.
• International Planned Parenthood Federation (IPPF): Global federation of SRH/FP organizations across more than 120 countries. Comparable as the umbrella for many national member associations running clinics, counseling, and contraception services similar to Amathea's portfolio.
• DKT International: Global non-profit delivering contraception, safe abortion, and reproductive health services, with strong European and developing-market presence. Comparable service portfolio (counseling, contraception access, partner education) and non-profit funding model.

Regional players

• RFSU (Riksförbundet för Sexuell Upplysning): Swedish sexual and reproductive health association providing counseling, contraception services, and education, with clinical operations across Sweden. Closest regional peer — same service philosophy (free, neutral SRH/FP services), similar non-profit foundation structure, and a comparable clinical-plus-education model.
• Sex & Samfund: Danish sexual and reproductive health organization that operates the Kondomeriet clinic and counseling services. Comparable Nordic SRH/FP non-profit providing free counseling, contraception access, and partner/relationship support.

Others

• Helsestasjon for ungdom (Norwegian municipal youth health stations): Public municipal youth health clinics across Norway providing contraception guidance, STI testing, and sexual-health counseling free of charge to adolescents. Closest functional substitute for younger users, and Amathea's primary referral partner — comparable service population rather than direct competitor.

Direct peers

• Sex og Samfunn: Norwegian non-profit sexual and reproductive health center offering free counseling, contraception services, and STI testing. Most direct domestic peer — operates a similar service mix to Amathea in Oslo and serves overlapping user segments including young people and those facing unplanned pregnancies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AmatheaNorge
• LinkedInlinkedin.com/company/stiftelsen-amathea

Revenue estimate

Valuation estimate

Number of profiles

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 Amathea