Privatplejen
Privatplejen (Carelink Pleje) is a Danish private home care provider operating within municipal publicly funded care systems. It serves elderly citizens, disabled adults, families, and vulnerable youth across Danish municipalities, delivering in-home care plus paid add-on services under the Carelink Gruppen conglomerate.
- Company typePrivate
- Founded-
- HeadquartersAalborg, Denmark
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Privatplejen does
Privatplejen, operating as Carelink Pleje, is the home care services division of Carelink Gruppen A/S, a privately held Danish welfare conglomerate headquartered in Randers. The company delivers private home care to citizens within Danish municipalities who are granted publicly funded care authorizations, providing personal care, practical assistance, and rehabilitation-focused support in clients' own homes. Carelink Pleje also offers paid add-on services (tilkøb) — including enhanced bathing, home cooking, cleaning and laundry, companionship, gift cards, and various escort services to family visits, shopping, medical appointments, and external activities — which citizens can purchase directly regardless of municipal funding status. Core products extend to respite care (aflastning), family assistance (familiehjælp), and municipal visitation support, with a stated emphasis on fixed care teams and flexible scheduling.
The broader Carelink Gruppen ecosystem comprises wholly-owned subsidiaries spanning psychiatry (Carelink Psykiatri), physician services (Carelink Læger, including operations in Norway, Greenland, and the Faroe Islands), residential care facilities (Carelink Bosteder, including Sabroehus, Busters Verden, Troldborghus, Hømosevej, and Risskovhus), nationwide healthcare staffing and recruitment (Vikar & Rekruttering), employment and wellbeing services (Job & Trivsel), IT and digitalization for the welfare sector, and analysis and development consulting including social impact investment advisory. The group employs approximately 800 staff and holds ISO-9001 quality management and ISO-14001 environmental management certifications, alongside official authorization as a healthcare provider from the Danish Authority for Patient Safety.
The business model operates on two intertwined revenue streams: (1) publicly funded home care contracts where Danish municipalities pay for authorized services delivered to citizens at no cost to the end user, and (2) direct-to-consumer add-on services billed on a pay-as-you-go or recurring basis. Customers include elderly citizens, adults with disabilities or chronic conditions, families requiring respite, and young people with support needs, with the primary institutional buyer being Danish municipal governments. Distribution is direct, supported by community events, information meetings, social media presence, and word-of-mouth. Leadership is headed by Dorthe Lund as Direktør for Carelink Pleje, with branch managers in Aarhus and Randers. The company states an ambition to become Denmark's largest welfare conglomerate.
Privatplejen firmographics
Firmographics- Name
- Privatplejen
- Legal name
- Carelink Gruppen A/S
- Website
- https://privatplejen.dk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Privatplejen (Carelink Pleje) is a Danish private home care provider operating within municipal publicly funded care systems. It serves elderly citizens, disabled adults, families, and vulnerable youth across Danish municipalities, delivering in-home care plus paid add-on services under the Carelink Gruppen conglomerate.
- Ownership category
- akta.pro rank
Privatplejen industry classification
Industry- Product category
- Home Healthcare Services
- NAICS
- Home Health Care Services (62161), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Home Health Care Services (8082)
- akta.pro primary industry
- Respite In-Home Care (Short-Term Relief) (HLADAGAH)
- akta.pro secondary industries
- In-Home Respite Care (Hourly/Short-Shift) (HSABAGAA), Respite Care for Adults with Disabilities / Special Needs (HSABAGAI), Family Caregiver Relief & Coaching (Respite-Integrated) (HSABAGAJ)
Keywords
Where Privatplejen is headquartered
LocationHeadquarters
- HQ city
- Aalborg
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Privatplejen business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Publicly Funded Home Care Services: Carelink Pleje receives payment from Danish municipalities for providing authorized home care services to citizens. Citizens with municipal visitation/granting receive care at no extra cost, with municipalities covering the service fees.
- Add-on Services (Tilkøb): Supplementary services beyond municipal authorization, including additional personal care, companionship, cleaning, meal preparation, and escort services to appointments. These are paid add-on services offered to both publicly funded and private individuals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Standard home care services covered by municipal funding |
| Unit Pricing | Pay-as-you-go | Add-on supplementary services (Tilkøb) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Privatplejen product offering
Product offeringCore offering
Privatplejen, operating as Carelink Pleje under Carelink Gruppen A/S, provides private home care services to elderly and disabled citizens across Danish municipalities. The company delivers authorized care services such as personal care, practical help, and respite care directly in clients' homes, supplementing the public municipal home care system. In addition to core services, it offers a range of optional add-ons (tilkøb) that customers can purchase to extend or personalize their care package.
Product overview
Carelink Pleje is a private home care service brand under Carelink Gruppen, operating as a multi-module offering within Denmark's publicly-funded care system. The core product is home care (hjemmepleje), which provides professional nursing and assistance to eligible individuals at no extra cost when municipalities assign the service. Multiple paid add-on services (tilkøb) are available including personal care, meal preparation, cleaning, laundry, companionship, and various escort services. Carelink Pleje also offers visitation assessment support, respite care, and family assistance. The broader Carelink Gruppen umbrella encompasses related sub-brands including Vikar & Rekruttering (staffing), Carelink Læger (doctors), Carelink Psykiatri (psychiatry), Carelink Bosteder (residential care), Job & Trivsel (employment services), IT & Digitalisering (digital solutions), and Analyse & Udvikling (research and development consulting). The company employs 800 staff across Danish municipalities, emphasizing flexibility, solid quality, and rehabilitation-focused care.
Differentiator
Problem solved
Functional benefit
Products and services
- Carelink Pleje (Home Care)
- Visitation (Needs Assessment)
- Aflastning (Respite Care)
- Familiehjælp (Family Assistance)
- Care Add-ons (Tilkøb)
Companies that use Privatplejen
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
Privatplejen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Privatplejen partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Danish MunicipalitiescoreCarelink Pleje operates as an authorized alternative provider within Danish municipal home care systems. Citizens granted municipal funding can freely choose Carelink Pleje. Municipalities pay for authorized services while Carelink Pleje delivers the care.
- Røde Kors Aarhus (Danish Red Cross Aarhus)minorCo-organizes community events with Carelink Pleje, such as the Harvest Festival with Richard Ragnvald held at Folkehuset Trøjborg.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Privatplejen competitors and assessment
Company assessmentDirect peers
- Pihlajalinna Oyj: Finnish private social and healthcare provider delivering home care, residential care, and primary care services under municipal contracts. Comparable in combining publicly funded elderly care with private-paid add-ons in a Nordic welfare market.
- Humana AB: Swedish care services group offering elderly care, disability care, and individual/family services under public funding. Closely mirrors Carelink Pleje's mix of publicly funded in-home care, family assistance, and respite-style services.
- Ambea AB: Nordic care services operator with elderly care, disability care, and youth/social services across Sweden, Norway, and Finland. Operates publicly funded care homes and home-based services that compete for the same municipal contracts and caregiver pools as Carelink Pleje.
- Attendo AB: Largest Nordic private provider of care services for elderly and people with disabilities, with publicly funded home care and residential offerings in Sweden, Finland, and Denmark. Directly comparable operating model and customer base to Carelink Pleje's authorized home care business.
Others
- Sodexo S.A. Global French-headquartered facility services and care provider operating across healthcare, seniors, and home services. Comparable in operating publicly funded and private care services at scale, though much larger and more diversified than Carelink Pleje.
- ISS A/S: Danish-headquartered global facility services provider with healthcare-adjacent cleaning, catering, and support services. Comparable as a large Danish services platform operating with healthcare and public-sector clients, though not a direct care provider.
Broad incumbents
- Terveystalo Oyj: Largest Finnish private healthcare operator with clinics, occupational health, and care services. Overlaps with Carelink Pleje on Nordic publicly funded and private healthcare delivery, but with a much broader clinical footprint.
- Mehiläinen Oy: Finnish private healthcare and care services group operating clinics, elderly care, staffing, and digital health across the Nordics. Comparable in combining home and residential care with publicly funded reimbursement and private add-ons.
- Aleris AB: Nordic healthcare and care services group offering specialist care, elderly care, and home-based services across Sweden and Norway. Comparable in scope of care services, though with a more clinical and less welfare-conglomerate profile than Carelink Gruppen.
- Falck A/S: Danish healthcare, emergency, and workforce services incumbent owned by the Lundbeck Foundation. Comparable as a Danish health-services platform with staffing and care-adjacent operations, though broader and less focused on elderly in-home care than Carelink Pleje.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Privatplejen social profiles
Digital presencePrivatplejen compliance and trust
Trust signalCompliance2 records
Privatplejen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Privatplejen leadership team
Management profileNumber of profiles
Profiles3 records
Privatplejen subsidiaries and ownership
Company hierarchySubsidiaries5 records
Privatplejen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Privatplejen 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 Privatplejen
What does Privatplejen do?
Privatplejen, operating as Carelink Pleje under Carelink Gruppen A/S, provides private home care services to elderly and disabled citizens across Danish municipalities. The company delivers authorized care services such as personal care, practical help, and respite care directly in clients' homes, supplementing the public municipal home care system. In addition to core services, it offers a range of optional add-ons (tilkøb) that customers can purchase to extend or personalize their care package.
Is Privatplejen a public or private company?
Privatplejen is a private company. It is classified as corporate owned and is currently operating.
When was Privatplejen founded?
Privatplejen was founded in -1. It employs 51 to 100 people.
Where is Privatplejen based?
Privatplejen is headquartered in Aalborg, Denmark, in the Europe region.
How does Privatplejen make money?
Two revenue lines are on record. Publicly Funded Home Care Services are the primary driver. The others are add-on Services (Tilkøb).
Who are Privatplejen's main competitors?
Direct peers on record are Pihlajalinna Oyj, Humana AB, Ambea AB and Attendo AB. Others are Sodexo S.A. and ISS A/S. Broad incumbents are Terveystalo Oyj, Mehiläinen Oy, Aleris AB and Falck A/S.
Does Privatplejen have an API?
No public API is recorded for Privatplejen.
What industry is Privatplejen in?
Privatplejen's product category is Home Healthcare Services. Its primary akta.pro industry code is HLADAGAH, Respite In-Home Care (Short-Term Relief), with a secondary code of HSABAGAA, In-Home Respite Care (Hourly/Short-Shift). Its NAICS code is 62161 and its SIC code is 8082.