Aleva
Aleva is a family-owned Swedish home care and LSS personal assistance provider based in Umeå, serving elderly and disabled individuals across Västerbotten County municipalities through municipal contracts and RUT-subsidized household services.
- Company typePrivate
- Founded2013
- HeadquartersUmeå, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Aleva does
Aleva is a privately-held, family-owned home care and personal assistance provider headquartered in Umeå, Sweden, operating exclusively in Västerbotten County across municipalities of Umeå, Holmsund, Nordmaling, and Vännäs. Founded in 2013 by Aron Starkman and Frida Starkman (née Nilsson), the company delivers authorized hemtjänst (municipal home care), LSS personal assistance for individuals with functional impairments, and a portfolio of RUT-subsidized household services including home cleaning, window washing, lawn and snow maintenance, and escort services. Service revenue derives from two channels: recurring municipal contracts where Aleva bills the municipality for hemtjänst and LSS hours delivered (with standardized public fees paid by end-customers), and direct private-pay RUT transactions invoiced monthly at 239 SEK/hour post-tax-deduction, with Aleva handling RUT administration with the Swedish Tax Agency. Premium add-on services (Friday flower bouquets at 200-400 SEK, free VR experiences for elderly, gift cards) layer on top of core care. Operations run through five physical offices with roughly 150-300 care and administrative staff, supported by the Carefox operational management system for scheduling and planning, Webflow for web presence, and Google Analytics for traffic analysis. A sister company, Stunder, was launched in February 2026 to offer companionship services nationally, extending the parent brand into the loneliness-prevention vertical.
Aleva firmographics
Firmographics- Name
- Aleva
- Legal name
- Aleva Sverige AB
- Website
- https://alevaomsorg.se
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Aleva is a family-owned Swedish home care and LSS personal assistance provider based in Umeå, serving elderly and disabled individuals across Västerbotten County municipalities through municipal contracts and RUT-subsidized household services.
- Ownership category
- akta.pro rank
Aleva industry classification
Industry- Product category
- Home Care Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Home Health Care Services (8082), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL)
- akta.pro secondary industries
- Personal Care & ADL Assistance (bathing, dressing, toileting, mobility) (HLADAGAA), Personal Care / Non-Medical Home Care (Private Duty) (HLAFAEAB), Light Housekeeping & Home Upkeep (Non-Medical) (HSABAAAD), Eating & Feeding Assistance (HSABABAE)
Keywords
Where Aleva is headquartered
LocationHeadquarters
- HQ city
- Umeå
- HQ country
- Sweden
- HQ region
- Europe
Offices5 records
Markets served
Aleva business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Government-funded home care (Hemtjänst): Revenue from municipal contracts for home care services. Customers receive government subsidies and pay a standardized fee regardless of provider chosen. Aleva bills the municipality for services rendered.
- RUT household services (Private pay): Private household services including home cleaning, window washing, lawn mowing, snow removal, and escort services. Customers pay directly and receive Swedish RUT tax deduction (50% of labor cost). Price is 239 SEK/hour after RUT deduction.
- Personal assistance (LSS): Personal assistance services under LSS law for people with functional impairments. Customers with government-assigned assistance hours choose Aleva as their provider.
- Premium services (Guldkant): Premium add-on services including Friday flower bouquets (200-400 SEK), virtual reality experiences, gift cards, and escort services. Targeted at enhancing quality of life for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Basic household services (RUT) |
| Unit Pricing | Monthly | Friday bouquet delivery |
| One time/ perpetual license | Pay-as-you-go | Gift cards |
| Freemium | Pay-as-you-go | Virtual Reality experiences |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Aleva product offering
Product offeringCore offering
Aleva provides government-funded home care (hemtjänst), LSS personal assistance, and RUT-subsidized household services to elderly and disabled individuals in the Umeå, Nordmaling, and Vännäs municipalities of Västerbotten County, Sweden. Core services include daily living assistance, personal hygiene help, medication support, and meal preparation, complemented by add-on services such as home cleaning, window washing, escort services, virtual reality experiences, and weekly flower deliveries. The company employs approximately 150 caregivers and operates five office locations across the region.
Product overview
Aleva is a unified home care and personal assistance service provider operating in Umeå, Vännäs, Nordmaling, and Holmsund/Obbola in Västerbotten, Sweden. The core offering consists of Hemtjänst (home care) and Personlig Assistans (personal assistance) under LSS law, complemented by a portfolio of household/RUT services including Hemstädning (home cleaning), Fönsterputs (window cleaning), and Ledsagning (escort services) all priced at 239 SEK/hour after RUT deduction. Premium add-on services include Virtual Reality experiences for elderly (currently free), weekly Fredagsbuketten (Friday flower bouquets at 200-400 SEK), and Presentkort (gift cards). The company also has a sister company, Stunder, addressing loneliness through companionship services. Founded in 2013 as a family business without investor involvement, Aleva employs approximately 150 staff and operates approximately 7 office locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Hemtjänst (Home Care) Government-funded home care service providing assistance with daily living activities — personal hygiene, medication, meals, and companionship — for elderly and individuals needing support in Umeå, Vännäs, and Nordmaling municipalities.
- Personlig Assistans (Personal Assistance) Personal assistance services under Swedish LSS law for individuals with functional impairments, providing individualized support for daily activities, mobility, social participation, and independent living with small, tailored care teams in Västerbotten.
- Hushållsnära tjänster (Household Services) RUT-subsidized household services umbrella offering including home cleaning, window washing, lawn mowing, snow removal, grocery accompaniment, and other practical household tasks for private customers.
- Hemstädning (Home Cleaning) Professional home cleaning service adapted to customer needs, available as a one-time service or subscription, priced at 239 SEK/hour after the Swedish RUT tax deduction.
- Fönsterputs (Window Cleaning) Professional window cleaning service including interior and exterior glass, wood frame wiping, and between-window cleaning, priced at 239 SEK/hour after RUT deduction.
- Ledsagning (Escort Services) Companion/escort service for medical appointments, errands, or other activities with RUT subsidy eligibility; includes pickup and return home, accompaniment during transport, and post-visit feedback if desired. Priced at 239 SEK/hour after RUT deduction.
- Virtual Reality for Elderly Free virtual reality experiences brought to elderly customers' homes, allowing them to revisit familiar places, attend events virtually, or experience new adventures; currently free as a development project.
- Fredagsbuketten (Friday Bouquet Delivery) Weekly fresh flower bouquet delivered to customers' homes every Friday between 13:00-17:00, in collaboration with a local florist; 200-400 SEK per delivery, available weekly or bi-weekly.
- Presentkort (Gift Cards) Gift cards redeemable for any Aleva service — including home cleaning and window cleaning — valid for 12 months; can be issued for specific services or hours that the recipient can allocate.
Quantifiable outcome
- 96% of customers rate staff treatment as very good
- +4 more outcomes
Companies that use Aleva
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Aleva technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Aleva partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- ABF (Arbetarnas Bildningsförbund)minorCollaboration with ABF for organizing senior gatherings (seniorträffar) in Umeå and Holmsund. ABF helps with booking entertainment for the events held every other week.
- HolmsundstvättenminorLocal sponsor providing tablecloths for Aleva's Nobel lunch events.
- Local flower shopminorPartnership with local florist for Friday bouquet delivery service (Fredagsbuketten). Flowers are delivered to customers' homes on Fridays.
- Umeå UniversityminorAleva has close collaboration with Umeå university and has participated in several development projects. Also collaborates on sustainability work developing metrics for value creation.
- Fredrik ÅbergcoreKey partner and operative chef for Aleva's sister company Stunder. Brings long experience from recruitment industry.
- CarefoxcoreOperations management system provider. Used for digital scheduling and planning of care visits. Experienced service disruption in February 2026 which Aleva managed through crisis protocols.
Scale indicators8 records
Recent moves8 records
Expansion highlights7 records
Aleva competitors and assessment
Company assessmentRegional players
- Hemtjänstkompaniet: Swedish regional home care provider offering municipal hemtjänst services. Comparable regional service delivery model and government-contract revenue structure.
- Stiftelsen Hemmet: Swedish non-profit elder care provider focused on dignified aging in northern Sweden. Comparable regional positioning to Aleva with overlapping elderly customer base in northern geographies.
Direct peers
- Frösunda Omsorg: Swedish personal assistance and home care provider with quality-focused brand positioning similar to Aleva's small-team, family-like care model. Operates in overlapping customer segments (LSS beneficiaries, elderly).
- Olivia Omsorg: Swedish home care and personal assistance operator with similar quality-focused methodology and small-team caregiver continuity model. Operates regionally in a comparable way to Aleva.
- Team Olivia: Swedish LSS personal assistance provider focused on individualized support teams for clients with functional impairments. Directly comparable to Aleva's Personlig Assistans division in service model and target population.
- Humana: Major Swedish provider of personal assistance (LSS) and home care services with nationwide presence. Directly competes with Aleva in LSS personal assistance and overlaps in hemtjänst delivery model.
- Lottas Omsorg: Local Swedish home care provider mentioned in connection with Umeå municipality contract dynamics. Directly comparable as a competing private hemtjänst operator in Aleva's primary geography.
Broad incumbents
- Ambea: Parent company of Vardaga and Nytida, offering home care, personal assistance, and residential care across Sweden. Comparable through owned brands that compete with Aleva's LSS and hemtjänst offerings at broader scale.
- Vardaga: Ambea-owned Swedish elder care provider offering both residential and home-based services. Comparable as a broader portfolio operator overlapping with Aleva's elderly care value proposition.
- Attendo: One of the largest Nordic private care providers offering home care, personal assistance, and residential services. Directly comparable as Aleva explicitly cited Attendo as a competitor terminating contracts in Umeå municipality.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Aleva social profiles
Digital presenceAleva financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aleva leadership team
Management profileNumber of profiles
Profiles4 records
Aleva funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aleva 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 Aleva
What does Aleva do?
Aleva provides government-funded home care (hemtjänst), LSS personal assistance, and RUT-subsidized household services to elderly and disabled individuals in the Umeå, Nordmaling, and Vännäs municipalities of Västerbotten County, Sweden. Core services include daily living assistance, personal hygiene help, medication support, and meal preparation, complemented by add-on services such as home cleaning, window washing, escort services, virtual reality experiences, and weekly flower deliveries. The company employs approximately 150 caregivers and operates five office locations across the region.
Is Aleva a public or private company?
Aleva is a private company. It is classified as family owned and is currently operating.
When was Aleva founded?
Aleva was founded in 2013. It employs 101 to 250 people.
Where is Aleva based?
Aleva is headquartered in Umeå, Sweden, in the Europe region.
How does Aleva make money?
Four revenue lines are on record. Government-funded home care (Hemtjänst) is the primary driver. The others are RUT household services (Private pay), personal assistance (LSS) and premium services (Guldkant).
Who are Aleva's main competitors?
Regional players on record are Hemtjänstkompaniet and Stiftelsen Hemmet. Direct peers are Frösunda Omsorg, Olivia Omsorg, Team Olivia, Humana and Lottas Omsorg. Broad incumbents are Ambea, Vardaga and Attendo.
Does Aleva have an API?
No public API is recorded for Aleva.
What industry is Aleva in?
Aleva's product category is Home Care Services. Its primary akta.pro industry code is HLADAGAL, Private Duty Personal Care Agencies (Non-Medical Home Care Providers), with a secondary code of HLADAGAA, Personal Care & ADL Assistance (bathing, dressing, toileting, mobility). Its NAICS code is 624120 and its SIC code is 8082.