Prima

What Prima does

Prima (Prima Konsern) is a Norwegian non-profit competence partner headquartered in Heimdal/Trondheim, organized as Prima Holding Trondheim AS under the Kopano-fellesskapet (Kopano community) umbrella. Founded in 1992 and operating ~450 employees across 5 subsidiaries, the group delivers workforce inclusion and employment services to two primary user groups: private- and public-sector employers seeking motivated candidates and inclusive hiring, and job seekers — primarily NAV-referred — needing work preparation, training, and adapted work. Core service lines include Arbeidsforberedende trening (AFT), recruitment (Rekruttering), Tilrettelagt arbeid (adapted work for disability-pension recipients), Karriereveiledning (career guidance using the InFlow24 assessment), and targeted programs for young adults (19–30) and minority-language speakers.

The technology stack spans digital self-service tools (Karriereportalen), the Karrierepasset (Career Passport) competency mapping and job-matching application, and immersive Virtual Reality training for interview and workplace skill practice, complemented by AI- and game-based learning delivery. A separate production arm operates catering (serving ~800 guests daily), fresh fruit delivery (Jobbfrukt), a mechanical workshop, custom wood products (Prima Trevare), branded merchandise via Tshirt.no (~400 active merch stores nationwide), a kindergarten (Kongsvegen Barnehage), and an aids/accessibility unit (Hjelpemidler).

Revenues are generated across multiple streams: managed services under NAV contracts for work inclusion and training, professional services and quote-based contracts for employer recruitment and employee testing, subscription-based public-subsidy training (Competence Plus), and hardware/production revenue from catering, fruit, wood, mechanical, and merchandise. Go-to-market is hybrid: a direct B2B sales motion targeting employers in the Trøndelag region, a NAV referral pipeline for job seekers, and self-serve digital channels (Karriereportalen, Karrierepasset). Certifications include ISO 9001 (quality) and ISO 14001 (environmental), and the group is Åpenhetsloven (Transparency Act) compliant (board-approved May 5, 2026).

Name

Prima

Legal name

Prima Holding Trondheim AS

Website

https://primakonsern.no

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Prima is a Norwegian non-profit competence partner (Prima Konsern, 450 employees, 5 subsidiaries) under Kopano, delivering NAV-supplied work inclusion, recruitment, career guidance, and production services to employers and job seekers across the Trøndelag region.

Ownership category

akta.pro rank

Product category

Workforce Development & Inclusion Services

NAICS

Management of Companies and Enterprises (55111)

SIC

Services-Employment Agencies (7361)

akta.pro primary industry

DEI, Equity & Inclusion Advisory (BPACAJAJ)

akta.pro secondary industries

Human Resources & Talent (SHRM/HRCI Recertification) (EDAAALAN), Onboarding, Offboarding & Employee Lifecycle Administration (BPACAHAL)

Keywords

• Workforce inclusion services
• Employment training programs
• Recruitment and staffing
• Work preparation training
• Corporate catering services

Headquarters

HQ city

Trondheim

HQ country

Norway

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Government Contracts (NAV): Prima operates as a supplier to NAV (Norwegian Labour and Welfare Administration) for work inclusion services. Revenue derived from government contracts for providing employment services, training, and workforce inclusion programs.
2. Production Services: Revenue from production activities including catering, canteen services (serving ~800 guests daily), fruit delivery, packaging/assembly, mechanical workshop, carpentry, and profiling/clothing. Services delivered to private businesses and public sector.
3. Employer Services: Fee-based services to employers including recruitment, testing new employees, and competence development solutions. Companies pay for access to motivated candidates and workforce solutions.
4. Competence Plus Training: Public subsidy scheme providing training support for basic skills for adults in employment or volunteer organizations. Prima acts as approved course provider, generating revenue from government-funded training programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Prima is a non-profit competence partner providing work inclusion, recruitment, training, and production services to employers and public sector bodies in Norway. Its core offerings include work preparation training (AFT), adapted employment, recruitment, career guidance, language training, and in-house production lines (catering, fruit delivery, mechanical workshop, wood products, branded merchandise) that double as employment platforms for disadvantaged workers.

Product overview

Prima is a non-profit competence partner for businesses offering a comprehensive portfolio of employment, inclusion, and production services. The core offerings include work preparation training (AFT), recruitment services, adapted work programs, and career guidance. Digital tools include Karrierepasset (career passport), Virtual Reality training, and PrimaPod podcast. Production services encompass catering, fruit delivery, promotional items (Tshirt.no), wood products, mechanical workshop, and disability aids. The company operates as part of the Kopano community, focusing on creating an inclusive labor market. The brand unified in 2024 when Escala was rebranded to Prima.

Differentiator

Problem solved

Functional benefit

Products and services

• Arbeidsforberedende trening (AFT) - Work Preparation Training

Quantifiable outcome

• Two learning candidates from ISS completed apprenticeship and passed competence tests - one with 'Meget bra' (very good) grade
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• NAV (Norwegian Labour and Welfare Administration)coreStrategic or Co-development PartnerPrimary government partner. Prima operates as a supplier to NAV for work inclusion services, receiving job seekers referred for training, support, and placement services. Work with human rights and decent working conditions is anchored in the board.
• ISS Food Service / ISS Facility Services AScoreStrategic or Co-development PartnerSuccessful apprenticeship collaboration where two learning candidates completed cooking apprenticeships and passed competence tests. Provides real work experience and qualified workforce for ISS.
• KopanocoreStrategic or Co-development PartnerPrima is part of the Kopano community which works for a work life with space and opportunities for everyone. Kopano is the umbrella organization for the group.
• Rosenborg Ballklub (RBK)minorStrategic or Co-development PartnerRBK Ung i jobb collaboration project helping youth outside school and work find their path forward. Uses RBK's strong position and partner network in the region to create motivation and valuable contacts.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Adecco Norge: Norwegian arm of global staffing leader Adecco Group, providing recruitment, staffing, and workforce inclusion services. Comparable in employer-facing recruitment and inclusion offerings, with broader geographic reach and broader service portfolio.
• Randstad Norge: Global staffing and recruitment firm with Norwegian operations offering employer services, workforce solutions, and inclusion-focused programs. Comparable in the recruitment and employer-services layer, with substantially greater scale and capital than Prima.
• ManpowerGroup Norge: Norwegian operations of ManpowerGroup, a global workforce solutions and staffing provider. Comparable in recruitment and employer services targeting similar employer segments, with substantially larger scale and broader capability set.

Direct peers

• Hero Norge: Norwegian work-inclusion operator providing sheltered employment, work preparation, and recruitment services on behalf of NAV. Highly comparable in mission, NAV-supplier model, and target customer segments of job seekers and inclusive employers.
• Humana AB: Nordic personal assistance, care, and work-inclusion operator with public-sector contracts similar to NAV relationships. Comparable as a non-Nordic-headquartered work-inclusion specialist with a portfolio of regional operating units and government-funded demand.
• Stendi AS: Norwegian provider of work inclusion, healthcare, and personal assistance services operating across multiple regions. Closely comparable to Prima in mission, NAV-style public contracts, and multi-subsidiary operating model focused on helping people into work.

Regional players

• Attendo AB: Nordic care and social services provider operating across Sweden, Finland, and Norway. Comparable in work-inclusion adjacent services, multi-site operating model, and government contract dependence, though larger scale and broader geographic footprint than Prima.
• Ambea AB: Nordic care and social services provider with operations in Sweden, Norway, and Denmark. Comparable in publicly funded social services and inclusion-adjacent offerings, though with broader care focus and larger Nordic footprint than Prima.

Others

• ISS A/S: Global facility services provider and existing Prima strategic partner (ISS Food Service / ISS Facility Services). Comparable as a large-scale employer-services counterparty in Norway and as a buyer of work-inclusion apprenticeships, though operating at much larger scale across facility management.

Emerging players

• Tiltaksselskapet Unicus AS: Norwegian work-inclusion and labor-market measure provider serving NAV-referred candidates. Comparable in NAV supplier status, work-preparation training programs, and employer-matching services, though with smaller geographic footprint and narrower service portfolio than Prima.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/prima.konsern
• LinkedInlinkedin.com/company/primakonsern
• Instagraminstagram.com/primakonsern

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 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