LifeWise AB
LifeWise AB is a Swedish occupational psychology and organizational consulting firm delivering evidence-based leadership, team, coaching, supervision, and crisis support services to public-sector and private enterprises, plus B2C therapy through its Wise Living sub-brand across the Skåne region and wider Sweden.
- Company typePrivate
- Founded2006
- HeadquartersLund, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What LifeWise AB does
LifeWise AB is a Swedish occupational psychology and organizational consulting firm founded in 2006 by Kay Sanderson and headquartered in Lund, Sweden. The company delivers evidence-based consulting services through a network of more than 20 organizational consultants, including licensed psychologists, psychotherapists, behavioral scientists, certified coaches, and crisis/trauma specialists. Its core offerings span leadership development, team development, executive and team coaching, professional supervision, crisis support and crisis management, organizational and social work environment (OSA) assessments and investigations, transition/outplacement support, and structured training and education programs. Methodology is grounded in established academic frameworks including Wheelan's IMGD, IPO (Söderfjäll), Edmondson's Psychological Safety, Rock's SCARF model, transformative leadership, and neuroleadership. The firm serves both public sector clients (municipalities such as Malmö Stad, universities including Lund University, and government authorities) and private enterprises across multiple industries (industrial, construction, consulting), with named long-tenure relationships of a decade or more.
LifeWise operates through two business branches: the core LifeWise brand providing B2B organizational consulting, and the Wise Living sub-brand providing B2C psychological treatment, counseling, and therapy to individuals, couples, and families. Wise Living conducts over 10,000 therapy sessions annually with over 20 licensed psychologists and psychotherapists, and collaborates with insurance companies to facilitate payer-funded access. The company maintains three physical offices in Lund (headquarters), Malmö, and Helsingborg, with primary operations across the Skåne region and stated capability to serve clients throughout Sweden. Since May 2022, LifeWise has been a subsidiary of Prima Vård and part of the Prima Arbetsliv business area within the Prima Group, whose primary owner is the Nordstjernan foundation; this affiliation provides strategic and financial backing, and places LifeWise alongside sister occupational health companies including BrolinWestrell, Kris och Traumacentrum, Företagshälsovården i Jönköping, ArbetslivsPartner, and Skaraborgshälsan.
Revenue is generated through fee-for-service professional consulting engagements with quote-based, non-publicly disclosed pricing. The go-to-market is sales-led, anchored by a free initial consultation, direct consultant matching to client needs, and long-term relationship-based client development. Pricing varies by engagement scope and duration. The company is led by CEO Karin Andrén, with founder Kay Sanderson continuing as Customer Relations and Senior Advisor. No venture capital, public listing, or funding rounds are indicated; LifeWise is privately held under its parent company. The firm does not develop proprietary technology platforms — its competitive basis is human expertise, evidence-based methodology, and relationship depth.
LifeWise AB firmographics
Firmographics- Name
- LifeWise AB
- Legal name
- LifeWise
- Website
- https://lifewise.se
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LifeWise AB is a Swedish occupational psychology and organizational consulting firm delivering evidence-based leadership, team, coaching, supervision, and crisis support services to public-sector and private enterprises, plus B2C therapy through its Wise Living sub-brand across the Skåne region and wider Sweden.
- Ownership category
- akta.pro rank
LifeWise AB industry classification
Industry- Product category
- Occupational Psychology Consulting
- NAICS
- Human Resources Consulting Services (541612), Offices of Mental Health Practitioners (except Physicians) (621330), Administrative Management and General Management Consulting Services (541611)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Corporate/Workplace Wellness Coaching (HSADAGAL)
- akta.pro secondary industries
- Wellness Program Design & Accountability Coaching (HSADAGAC), Health Coaching & Lifestyle Coaching Education (EDAAAHAG)
Keywords
Where LifeWise AB is headquartered
LocationHeadquarters
- HQ city
- Lund
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
LifeWise AB business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Professional Consulting Services: LifeWise generates revenue through fee-for-service consulting engagements across their service portfolio including leadership development, team development, coaching, supervision, crisis support, organizational and social work environment assessments, transition support, and training programs. Services are tailored to each organization and billed per engagement or assignment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Custom professional consulting engagements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
LifeWise AB product offering
Product offeringCore offering
LifeWise AB is a Swedish occupational psychology consulting firm that delivers professional services in leadership development, team development, coaching, supervision, organizational change management, work environment, and crisis support. It serves two distinct markets through two brands: LifeWise provides consulting engagements to public and private sector organizations, while Wise Living provides personal development and coaching services to individual consumers.
Product overview
LifeWise AB operates as an occupational psychology consulting company with two main business branches: LifeWise for organizations and companies, and Wise Living for individuals. The LifeWise brand offers a comprehensive suite of consulting services including leadership development, team development, coaching, supervision, crisis support and crisis management, organizational and social work environment (OSA) assessments, and transition/outplacement support. The Wise Living sub-brand provides professional psychological treatment, counseling, and therapy services to individuals, couples, and families. Additionally, the company offers training and education programs in work psychology. All services are delivered by licensed psychologists, psychotherapists, behavioral scientists, and certified coaches using evidence-based methods and research.
Differentiator
Problem solved
Functional benefit
Brands
- Wise Living: The part of LifeWise that caters to individuals and offers professional psychological treatment, counseling, and advice to individuals, couples, and families. Over 20 licensed psychologists and psychotherapists work with extensive experience in various therapeutic approaches.
Products and services
- Leadership Development
Quantifiable outcome
- Over 10,000 therapy sessions conducted annually through Wise Living division
- +1 more outcomes
Companies that use LifeWise AB
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
LifeWise AB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LifeWise AB partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- BrolinWestrell, Kris och Traumacentrum, Företagshälsan i Jönköping, Företagshälsan Runstenen, ArbetslivsPartner, SkaraborgshälsanminorThese companies are part of the same Prima Arbetsliv business area as LifeWise within Prima Group. They operate in related occupational health and workplace psychology domains but are separate entities under common ownership.
- Insurance CompaniesminorLifeWise collaborates with several insurance companies to facilitate access to counseling support for employees facing private difficulties. Sessions can be funded through insurance, company resources, or primary care referrals.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
LifeWise AB competitors and assessment
Company assessmentEmerging players
- Mindler: Swedish digital mental-health platform offering therapy and psychologist access. Competes with LifeWise's Wise Living division via a tech-enabled, lower-friction delivery model that targets the same end-customer demand.
Broad incumbents
- Egon Zehnder: Global executive search and leadership advisory firm serving large corporates on leadership assessment and development. Comparable methodology for executive coaching and leadership diagnostics, but addresses a more senior client segment.
- AchieveGlobal: Global leadership and sales effectiveness consultancy offering evidence-based training and coaching. Comparable in evidence-based leadership and team methodologies to LifeWise's offerings.
- Korn Ferry: Global organizational consulting firm with deep leadership, talent and organizational psychology practices. Comparable expertise at much larger scale; competes for senior-level leadership development mandates.
- Falck Healthcare: Large Nordic healthcare and occupational health provider with a much broader portfolio (clinical care, ambulance, occupational health). Comparable as an incumbent in workplace wellness but operates at significantly greater scale.
Direct peers
- Avonova Hälsa AB: Nordic occupational health and HR services firm offering leadership development, organizational psychology, rehabilitation and workplace wellness — directly overlapping LifeWise's service lines.
- Iris Group (Iris Sverige): Nordic HR and organizational development consultancy offering leadership development, team coaching and workplace psychology. Directly comparable in methodology and target clients.
- Previa AB: Major Swedish occupational health provider serving private and public employers with organizational psychology, leadership and rehabilitation services. Competes head-to-head for the same corporate accounts as LifeWise.
- Kompetensutvecklingsinstitutet (KUI): Nordic organizational development and leadership training firm offering evidence-based consulting and education services. Closely comparable methodology and customer base to LifeWise.
- Feelgood SVERIGE AB: Swedish occupational health company providing workplace wellness, leadership support and organizational psychology services. Closest direct competitor to LifeWise with overlapping service portfolio and corporate-client focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
LifeWise AB social profiles
Digital presenceLifeWise AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
LifeWise AB leadership team
Management profileNumber of profiles
Profiles5 records
LifeWise AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LifeWise AB 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 LifeWise AB
What does LifeWise AB do?
LifeWise AB is a Swedish occupational psychology consulting firm that delivers professional services in leadership development, team development, coaching, supervision, organizational change management, work environment, and crisis support. It serves two distinct markets through two brands: LifeWise provides consulting engagements to public and private sector organizations, while Wise Living provides personal development and coaching services to individual consumers.
Is LifeWise AB a public or private company?
LifeWise AB is a private company. It is classified as corporate owned and is currently operating.
When was LifeWise AB founded?
LifeWise AB was founded in 2006. It employs 11 to 50 people.
Where is LifeWise AB based?
LifeWise AB is headquartered in Lund, Sweden, in the Europe region.
How does LifeWise AB make money?
One revenue line is on record: professional Consulting Services.
Who are LifeWise AB's main competitors?
Mindler is listed as an emerging player. Broad incumbents are Egon Zehnder, AchieveGlobal, Korn Ferry and Falck Healthcare. Direct peers are Avonova Hälsa AB, Iris Group (Iris Sverige), Previa AB, Kompetensutvecklingsinstitutet (KUI) and Feelgood SVERIGE AB.
Does LifeWise AB have an API?
No public API is recorded for LifeWise AB.
What industry is LifeWise AB in?
LifeWise AB's product category is Occupational Psychology Consulting. Its primary akta.pro industry code is HSADAGAL, Corporate/Workplace Wellness Coaching, with a secondary code of HSADAGAC, Wellness Program Design & Accountability Coaching. Its NAICS code is 541612 and its SIC code is 8742.