Add Gender
- Company typePrivate
- Founded2008
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingServices
Add Gender firmographics
Firmographics- Name
- Add Gender
- Legal name
- Add Gender Sverige
- Website
- https://addgender.se
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Add Gender industry classification
Industry- Product category
- DEI Consulting Services
- NAICS
- Management Consulting Services (54161), Management, Scientific, and Technical Consulting Services (5416)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Gender Equality & Women’s Empowerment (BPAGABAF)
Keywords
Where Add Gender is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Add Gender business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Consulting Services: Norm engineers provide consulting engagements, workshops, lectures, and advisory services to organizations across various sectors. Engagements are tailored to client needs and typically include needs assessment, norm mapping, training, and ongoing advisory.
- Education and Training Programs: Revenue from the norm engineer certification program and other educational offerings for individuals and organizations seeking to develop competencies in gender equality and inclusion.
- Coworking Space Rental: Add Gender rents out office spaces and coworking desks at their Stockholm location, offering fixed desks, flex desks, and occasional desks at monthly rates.
- Digital Tools and Platform Subscriptions: The Norm Platform (Normplattformen) is offered as a digital tool for organizations to conduct self-service norm mapping and development, generating recurring value through digital product licensing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Fixed desk - dedicated workspace |
| Subscription | Monthly | Flex desk - approximately 2 days per week |
| Subscription | Monthly | Occasional desk - flying desk |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Add Gender product offering
Product offeringCore offering
Add Gender operates as Sweden's largest network of consultants and experts in diversity and gender equality, delivering consulting engagements, workshops, lectures, and advisory services through a distributed network of 70+ certified norm engineers (normingenjörer). The firm also offers a proprietary digital methodology, the Normplattformen (Norm Platform), for mapping and analyzing organizational norms across six perspectives, with specialized versions for businesses and educational institutions.
Product overview
Add Gender is a consultancy firm specializing in inclusion and gender equality, founded in 2008. Their primary offering is Normplattformen—a visualization and collaboration methodology for mapping and improving organizational norms around gender equality, diversity, and inclusion. Normplattformen is available in two versions: one for organizations and businesses, and one specifically designed for pedagogical activities (schools, preschools, and leisure centers). The firm operates as a network of norm engineers (normingenjörer) across Sweden, offering consulting services including Norm Navigator and Add Me to Change, a certification program for aspiring norm engineers, the published book 'Driv Utopierna' (2025), and co-working workspace at their Stockholm office. Their approach emphasizes self-organizing inclusion and is aligned with Agenda 2030 and UN sustainable development goals.
Differentiator
Problem solved
Functional benefit
Products and services
- Normplattformen A methodology and digital tool that complements the classic business model with a framework for gender equality, diversity, and inclusion. Uses visualization to help employees, HR, and leadership understand and collaborate on inclusive norms across six perspectives: Leadership & self-leadership, Customer offering & interaction, Communication & market, Operations management, Recruitment & employer brand, and Fika culture & well-being.
- Normplattformen för pedagogisk verksamhet A specialized version of the Norm Platform developed for schools, preschools, and leisure centers, covering six perspectives: Teaching & materials, Communication & interaction, Democracy & co-determination, Knowledge & reflection, Governance & administration, and Physical, digital & social environment. Delivered digitally with a visual report output.
- Norm Navigator A consulting service within the Normplattformen framework providing guidance and support for organizations navigating norms and inclusion strategies.
- Add Me to Change A consulting service focused on driving change within organizations to promote inclusion and gender equality.
- Normingenjörsutbildningen (Certifierad normingenjör) A six-month digital certification program that trains individuals to become certified norm engineers (normingenjörer), covering norm-critical approaches, tools, and methodologies for driving organizational change toward inclusion. The course includes three in-person meetings.
- Driv Utopierna A book published by Add Gender, launched in September 2025, focused on driving utopian visions for a more inclusive society.
- Kontorsplatsuthyrning (Co-working space) Office space rental at Götgatan 58 b in Stockholm, offering fixed desks (3,800 SEK/month + VAT), flex spots (2,800 SEK/month + VAT), and flying spots (1,800 SEK/month + VAT). Includes internet, cleaning, coffee/tea, and access to a conference room and studio.
Quantifiable outcome
- 23 years of combined experience in schools and preschools among norm engineers dedicated to the educational sector
- +2 more outcomes
Companies that use Add Gender
Customer profileNamed customers13 records
Segments3 records
Ideal customer profiles3 records
Add Gender technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Add Gender partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- KUN (Norway)coreNordic partnership project 'New Masculinities in the Nordics' involving KUN in Norway, NORM in Denmark, BOSS Business Partner in Sweden, and TalTech in Estonia. The project examines men's reactions to gender equality initiatives, funded by NIKK (Nordic Information on Gender) under the Nordic Council of Ministers.
- NORM (Denmark)coreNordic partnership project 'New Masculinities in the Nordics' with NORM in Denmark as a collaborating partner, alongside KUN (Norway), BOSS Business Partner (Sweden), and TalTech (Estonia).
- BOSS Business Partner (Sweden)coreNordic partnership project 'New Masculinities in the Nordics' with BOSS Business Partner in Sweden as a collaborating partner.
- TalTech (Estonia)coreAcademic partner in the 'New Masculinities in the Nordics' project, providing research and academic expertise.
- StratsyscoreStratsys and Add Gender entered a strategic partnership to offer integrated products and services for systematic work environment management and inclusion. Add Gender's expertise in gender equality and inclusion is integrated into Stratsys's platform products within sustainability, systematic work environment (OSA), and school quality work. Add Gender helps quality-assure content in Stratsys products and provides ongoing expert support.
- KTH (Royal Institute of Technology, Sweden)coreAdd Gender participates as a partner in KTH's three-year research project on smart homes and gender equality, funded by the Swedish Energy Agency with 7.6 million SEK. The project examines smart home automation and energy use through a norm-critical lens, running 2023-2026.
- JolintminorJolint is listed among Add Gender's preferred partners and collaborators in the inclusion and diversity ecosystem.
- Ihlman EducationminorIhlman Education is listed among Add Gender's preferred partners and collaborators.
- FörbättringsverketminorFörbättringsverket is listed among Add Gender's preferred partners in the improvement/inclusion ecosystem.
- Fabrik 5minorFabrik 5 is listed among Add Gender's preferred partners and collaborators.
- PasCapereminorPasCapere (associated with norm engineer Aline Groh) is listed among Add Gender's preferred partners.
- Tillgänglig & Sevärd kulturminorTillgänglig & Sevärd kultur is listed among Add Gender's preferred partners focusing on accessibility and cultural inclusion.
- SpicyBrainminorSpicyBrain (associated with Regina Petrushenko) is listed among Add Gender's preferred partners and collaborators.
- BrainpoolminorBrainpool is listed among Add Gender's preferred partners and collaborators.
- JustitiaprisetminorJustitiapriset is listed among Add Gender's preferred partners in the justice/gender equality field.
- Innovation Leadership GroupminorPartner in the KTH smart homes research project, providing practical change management expertise in gender equality and sustainability.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Add Gender competitors and assessment
Company assessmentDirect peers
- Rättviseföretagen: Swedish-led movement to recognize companies that integrate human rights, equality, and sustainability into their operations. Comparable because it builds a recognisable Swedish brand around equality/inclusion credentials and engages similar enterprise audiences through memberships and certification.
- Kairos Future: Swedish strategy and foresight consultancy working on organizational change, leadership, and future-of-work issues. Comparable as a Sweden-based consultancy that touches on inclusion, leadership development, and organizational transformation for similar enterprise and public-sector buyers.
- Great Place to Work Sweden: Sweden arm of the global Great Place to Work certification body, providing culture assessments, employer benchmarking, and inclusion diagnostics to Nordic organizations. Comparable because it sells workplace culture and inclusion measurement services to overlapping Swedish enterprise customers.
- Diversity Charter Sweden: Swedish coalition of organizations working to promote diversity and inclusion in the workplace, providing resources, networks, and best practices. Comparable as a Swedish platform/ecosystem player that serves similar corporate members and channels content on inclusion and equality.
- Allbright: Swedish foundation that works to accelerate gender equality in business leadership, including board representation, CEO pipelines, and corporate culture. Directly comparable as another prominent Swedish brand focused on gender equality in workplaces, frequently cited alongside Add Gender in Swedish DE&I conversations.
Broad incumbents
- Implement Consulting Group: Large Nordic management consultancy with offices across the Nordics, offering organizational change, HR transformation, and people & change practices. Comparable as a broader incumbent that includes DE&I within a wider strategy and transformation portfolio, competing for the same enterprise and public-sector budget.
- Workplace Options: Global provider of employee wellbeing, EAP, and inclusion services to multinational employers. Comparable as a much larger incumbent operating in adjacent space, addressing overlapping buyer needs in inclusion, training, and workplace culture at global enterprise scale.
Emerging players
- Diversio: Global DE&I intelligence platform that combines AI-powered analytics with advisory services for enterprises. Comparable because it offers a tech-enabled, scalable complement to traditional DE&I consulting, increasingly competing for the same enterprise customers seeking measurement of inclusion outcomes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Add Gender social profiles
Digital presenceAdd Gender financial estimates
Financial estimateRevenue estimate
Valuation estimate
Add Gender leadership team
Management profileNumber of profiles
Profiles2 records
Add Gender funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Add Gender M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Add Gender
What does Add Gender do?
Add Gender operates as Sweden's largest network of consultants and experts in diversity and gender equality, delivering consulting engagements, workshops, lectures, and advisory services through a distributed network of 70+ certified norm engineers (normingenjörer). The firm also offers a proprietary digital methodology, the Normplattformen (Norm Platform), for mapping and analyzing organizational norms across six perspectives, with specialized versions for businesses and educational institutions.
Is Add Gender a public or private company?
Add Gender is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Add Gender founded?
Add Gender was founded in 2008. It employs 1 to 10 people.
Where is Add Gender based?
Add Gender is headquartered in Stockholm, Sweden, in the Europe region.
How does Add Gender make money?
Four revenue lines are on record. Consulting Services are the primary driver. The others are education and Training Programs, coworking Space Rental and digital Tools and Platform Subscriptions.
Who are Add Gender's main competitors?
Direct peers on record are Rättviseföretagen, Kairos Future, Great Place to Work Sweden, Diversity Charter Sweden and Allbright. Broad incumbents are Implement Consulting Group and Workplace Options. Diversio is listed as an emerging player.
Does Add Gender have an API?
No public API is recorded for Add Gender.
What industry is Add Gender in?
Add Gender's product category is DEI Consulting Services. Its primary akta.pro industry code is BPAGABAF, Gender Equality & Women’s Empowerment. Its NAICS code is 54161 and its SIC code is 8742.