Aumla

What Aumla does

Aumla AB is a Stockholm-based health and wellbeing consultancy founded in 2019 by Miriam Sundholm (former Accenture, 10+ years). The company operates a dual model combining B2B strategic advisory and corporate wellness programs with a B2B2C digital health platform. On the enterprise side, Aumla sells strategic consulting, lectures, workshops, and structured 100-day health programs to HR and management groups, with content aligned to Swedish occupational health standards (OSA, ISO 45001/45003/45010) and the EU CSRD/ESRS-1 social-sustainability reporting framework. On the product side, Aumla offers a mobile and web app (built on Passion.io) containing nine expert-led digital programs covering strength, mobility, running, nutrition, sleep, mental balance, yoga, pregnancy, and cycle syncing, structured as 6–8 week curricula with goals, progress tracking, community features, and offline access.

The company generates revenue through three primary streams: corporate licensing of Aumla Anywhere (per-employee or annual subscriptions to enterprise buyers), individual app subscriptions (monthly, 6-month at 1,400 SEK, or 12-month) sold through Swedish app stores, and professional services for HR and ESG reporting. Distribution is anchored by deep integration with Swedish friskvårdsportals — Benify, Epassi, Benefits/Söderbergpartners, Wellnet, and Actiway — which channel employer-provided wellness allowances to Aumla's programs, plus direct enterprise sales via a Calendly-based consultative motion. Named enterprise customers span hospitality (Scandic Hotels, 20,000 employees), manufacturing (NCAB Group), HR tech (Teamtailor, Winningtemp), consulting (B3 Consulting, Irisgruppen, NOX), and Swedish government agencies (Energimyndigheten, Tibro and Alingsås municipalities).

Aumla's content is created by a named team of credentialed experts (licensed dietitian Sofia Antonsson, sleep researcher Frida Rångtell, stress educator Cinna Brahme, PT Johan Nordlund, leadership coach Per-Erik Persson) and the company holds FaR® (Physical Activity on Prescription) certification, enabling Swedish healthcare providers to prescribe its programs. Founding-stage funding came from Swedish state-backed Almi and Vinnova grants rather than venture capital, and the firm remains private with 1–10 employees, operating exclusively from Sweden while reaching a Benify-powered audience of over 1 million people across Europe.

Name

Aumla

Legal name

Aumla AB

Website

https://aumla.se

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Aumla is a Stockholm-based health and wellbeing consultancy and digital health platform that provides expert-led corporate wellness programs, strategic HR advisory, and a subscription app with nine structured programs covering fitness, nutrition, sleep, mental balance, and women's health, sold to enterprise clients and Swedish consumers via friskvårdsportals.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Corporate Wellness Programs: Aumla sells comprehensive health programs to organizations, including lectures, workshops, strategic HR support, digital programs, and CSRD/ESG health reporting. Programs are licensed to employers for their workforce. Engagement models include 100-day health programs, annual subscriptions, and per-employee licensing.
2. Individual App Subscriptions: Consumers purchase 6-month or 12-month subscriptions to the Aumla app and its programs via Swedish friskvårdsportaler (wellness benefit portals) or directly. Monthly subscriptions are available in-app. All programs are included in one subscription.
3. Consulting and Advisory Services: Aumla provides strategic advisory to HR departments and management groups on evidence-based, long-term approaches to occupational health and wellbeing, aligned with OSA and ISO standards (45001, 45003, 45010).
4. FaR® Program Licensing: Aumla's 'Bli ditt starkaste jag' program is certified as FaR® (Physical Activity on Prescription), enabling healthcare providers to prescribe Aumla programs as part of treatment, potentially creating a licensing revenue stream.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Aumla is a Stockholm-based health and wellbeing consultancy that sells strategic occupational health advisory, lectures, and workshops to organizations, alongside a digital health platform (Aumla Anywhere and Aumla App) offering nine expert-led wellness programs covering strength, nutrition, running, sleep, mental balance, yoga, pregnancy, and cycle syncing. The offering combines B2B corporate consulting aligned with OSA/ISO standards and CSRD/ESRS-1 reporting with B2C consumer subscriptions accessible via app stores and Swedish friskvårdsportals.

Product overview

Aumla offers a mobile and web app (Aumla App) providing a unified subscription to nine expert-led health programs — Stark & Rörlig (strength & mobility), Ät bra - må bra! (nutrition), Cycle Syncing, Löparkoden (running), Gravidguiden (pregnancy), Mental Balans (mental health), Yoga, Nymamma-guiden (new mothers), and Sömnguiden (sleep) — accessible on iOS, Android, and web with offline download, goal tracking, and community features. For corporate clients, Aumla Anywhere provides licensed access to these programs plus strategic consulting, lectures, workshops, and CSRD/ESG health plan support. Aumla Academy (Vinnova-funded) is an interactive course platform for workplace health, and the Winning with Wellbeing podcast extends the brand's thought leadership reach.

Differentiator

Problem solved

Functional benefit

Brands

• Aumla Academy: An interactive course platform for health and wellbeing being developed with Vinnova support.

Products and services

• Aumla App Mobile and web application offering a unified subscription to nine expert-led health and wellbeing programs covering strength, nutrition, running, pregnancy, mental balance, yoga, new motherhood, and sleep. Available on iOS, Android, and web. Users can set goals, log sessions, track progress, download content for offline use, and access a community with expert Q&A and live events. Sold to individual consumers via monthly or 6/12-month subscriptions.
• Aumla Anywhere Corporate digital wellness platform offering companies proactive health programs for their employees. Includes expert-led content across mental, physical, and social health, with real-time progress tracking, community features, and live events. Provided as licensed access to companies via friskvårdsportals or direct B2B purchase.
• Aumla Academy Interactive course platform for health and wellbeing developed with Vinnova funding. Enables companies and organizations to offer employees a complete digital health program including workouts, health surveys, and coaching.
• Corporate Wellness Consulting & Advisory Strategic advisory services for HR departments and management groups on evidence-based, long-term occupational health and wellbeing, aligned with OSA and ISO standards (45001, 45003, 45010). Includes lectures, workshops, and strategic HR support. Sold to enterprise customers via quote-based engagements.
• CSRD & ESG Health Plan Reporting Health plan and reporting service helping companies meet EU CSRD legislation requirements. Supports ESRS-1 social sustainability reporting covering work environment, employee health, gender equality, and skills development for regulatory compliance.
• Cycle Syncing Program Digital program and educational concept focused on women's hormonal cycles and health in the workplace. Available in the Aumla app and via corporate e-learning platforms.

Quantifiable outcome

• 64% of employees with high stress levels were moved out of burnout risk zone; 97% would recommend the program to a colleague; 13% increase in physical activity
• +3 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

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

• MER ArkitekterminorStrategic or Co-development Partner · 12 December 2025Aumla and MER Arkitekter entered a collaboration to offer a complete workplace environment analysis — physical, organizational, and social. This partnership combines Aumla's wellbeing expertise with MER's architectural and physical environment analysis capabilities.
• WinningtempcoreStrategic or Co-development Partner · 5 November 2024Aumla and Winningtemp partnered to improve employee wellbeing through strategic pulse measurement. Winningtemp provides real-time employee engagement measurement, and Aumla delivers health programs based on engagement data. The partnership enables data-driven health interventions.
• Scandic HotelsflagshipChannel Partner/ Reseller/ Distributor · 7 February 2024Aumla's e-learning was integrated as part of Scandic Hotels' Health & Wellbeing community, reaching Scandic's 20,000 employees. Aumla created an engaging health program with content tailored for hospitality workers, available within Scandic's internal wellness ecosystem.
• Happy at WorkminorStrategic or Co-development Partner · 25 October 2022Aumla and Happy at Work collaborated to offer companies a simple and clear structure for health promotion and individual employee support. Happy at Work provides employee happiness measurement tools, and Aumla delivers health programs.
• Naturskyddsföreningen (Swedish Society for Nature Conservation)minorStrategic or Co-development PartnerPro-bono collaboration between Aumla and Naturskyddsföreningen for 'Sustainable Health in the Hybrid Work Life'. Naturskyddsföreningen's employees received access to Aumla's exercise and nutrition programs as part of their corporate health initiative, aligned with Naturskyddsföreningen's environmental mission.
• SlumraminorStrategic or Co-development PartnerCollaboration between Aumla, Slumra, and sleep expert Frida Rångtell to offer the Sömnguiden (Sleep Guide) program, lectures, and sleep coaching. The partnership brings together Aumla's digital platform with Slumra's sleep expertise.
• IrisgruppenminorChannel Partner/ Reseller/ DistributorIrisgruppen recommends Aumla's health programs as a good alternative when their employees use their wellness benefit allowance (friskvårdsbidrag).
• BenifyflagshipChannel Partner/ Reseller/ DistributorBenify is a Swedish HR-tech company offering employee benefits platforms. Aumla's programs are available through Benify's platform, and Benify included Aumla's 'Det optimala hemmakontoret' in a digital health benefits package reaching over 1 million people. Benify's platform is used by employers across Sweden and Europe.
• EpassiflagshipChannel Partner/ Reseller/ DistributorEpassi is a Swedish employee benefits/wellness allowance platform. Aumla programs are available via Epassi's friskvårdsportal, enabling employees to use their wellness benefit allowance to access Aumla subscriptions.
• Benefits / SöderbergpartnersflagshipChannel Partner/ Reseller/ DistributorAumla programs are available through Söderbergpartners' Benefits portal, enabling employees to use their wellness benefit allowance to access Aumla subscriptions.
• WellnetflagshipChannel Partner/ Reseller/ DistributorAumla programs are available through Wellnet's friskvårdsportal, enabling employees to use their wellness benefit allowance to access Aumla subscriptions.
• ActiwayflagshipChannel Partner/ Reseller/ DistributorActiway is a Swedish employee benefits platform. Aumla's 'Det optimala hemmakontoret' program was available via Actiway's portal, enabling employees to use their wellness benefit allowance.
• Min Friskvård / EpassiflagshipChannel Partner/ Reseller/ DistributorMin Friskvård (now part of Epassi) is a Swedish wellness benefit portal. Aumla offered programs via Min Friskvård allowing employees to use their wellness benefit allowance for Aumla subscriptions.
• Belly BalancecoreStrategic or Co-development PartnerBelly Balance, founded by Sofia Antonsson (Aumla's nutrition expert), is a leading digital IBS treatment provider in Sweden. Sofia Antonsson creates Aumla nutrition programs (including 'Ät bra - må bra!') and is also a media personality and author. The two entities collaborate on digital nutrition content and programs.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

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 Aumla