Líf styrktarfélag

What Líf styrktarfélag does

Líf styrktarfélag is an Icelandic nonprofit support organization founded on December 7, 2009, dedicated to improving facilities, equipment, and patient services for women and families during pregnancy, childbirth, postpartum recovery, and gynecological care at the Women's Department (Kvennadeild) of Landspítali, the country's national university hospital. Its mission also extends to gynecological disease care across six institutional sub-units — the Birth Center (Fæðingarvakt), Gynecology Department (21A), Antenatal and Postnatal Ward (22A), Antenatal Care and Fetal Assessment (22B/21B), and the Reykjavík Birth Center. Since founding, the organization has distributed nearly 300 million ISK in equipment and facility improvements.

The organization's core offerings combine a donation/membership platform with a Shopify-powered e-commerce store (lifsspor.is). Donation channels include monthly memberships (Lífsfélagi, from 1,000 ISK), one-time contributions via bank transfer and AUR mobile app, memorial collections in honor of loved ones, and the annual Lífssporið charity run (5km/10km/3km at Nauthólsvík, sponsored by Útilíf and Sjávar). The product catalog spans Jellycat plush toys, Sophie Géraffi teethers, greeting and memorial cards (designed by Helga Valdís and Eggert Pétursson), parenting books (breastfeeding handbook, birth stories for fathers, child wellbeing handbook), Líf bed linens (collaboration with Lín Design), Mother's Day hydrangeas, and mother-and-newborn packages.

Revenue mechanics draw from five streams: recurring membership fees, one-time donations, e-commerce product sales, event fundraising, and corporate grants/sponsorships. The organization is governed by a 7-member board chaired by Þóra Hrund Guðbrandsdóttir, with Vera Viðisdóttir as executive director, and operates as a registered public-interest entity on the Icelandic almannaheillaskrá. A March 2024 bylaws amendment expanded its mandate beyond Landspítali to support projects with similar maternal-health purpose elsewhere in Iceland.

Name

Líf styrktarfélag

Legal name

Líf styrktarfélag

Website

https://lifsspor.is

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Líf styrktarfélag is an Icelandic nonprofit founded in 2009 that raises funds and runs an e-commerce store to improve facilities, equipment, and services for women and families at Landspítali's Women's Department during pregnancy, childbirth, postpartum, and gynecological care.

Ownership category

akta.pro rank

Product category

Nonprofit Healthcare Support Foundation

NAICS

Grantmaking Foundations (813211), Voluntary Health Organizations (813212)

SIC

Services-Facilities Support Management Services (8744)

akta.pro primary industry

Grantmaking & Philanthropic Funds (Institutional Donors) (BPADAOAB)

Keywords

• Charitable foundation
• Healthcare fundraising
• Nonprofit support
• Maternal healthcare
• Community fundraising

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees (Lífsfélagi): Monthly recurring contributions from members who support the organization with regular payments. Members can choose their own contribution amount.
2. One-time donations: Single donations from individuals, either through the website, bank transfer, or AUR app. Can be made in memory of loved ones.
3. Product sales (e-commerce): Sale of gifts, cards, books, plush toys, baby packages, and commemorative items through the online store. All proceeds support the organization.
4. Event fundraising: Charity events such as Lífssporið running event, memorial concerts, exhibitions, and community fundraising activities.
5. Corporate grants and sponsorships: Grants from companies, foundations, and organizations for specific equipment purchases or general support.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Líf styrktarfélag is an Icelandic nonprofit support association founded in 2009 that raises funds through membership fees (Lífsfélagi), one-time donations, and an e-commerce store to purchase medical equipment, fund facility improvements, and provide supplies for the Women's Department of Landspítali (Iceland's National University Hospital). The organization supports women and families during pregnancy, childbirth, postpartum recovery, and gynecological care.

Product overview

Líf styrktarfélag is a charitable foundation supporting the Women's Department of Landspítali (Iceland's National University Hospital). The organization operates as a platform combining donations/membership programs with an e-commerce store. Donation offerings include monthly memberships (Lífsfélagi starting at 1,000 ISK/month), one-time donations via bank transfer or AUR app, and the Lífssporið charity run. The online store sells Jellycat plush toys (bunnies, rattles), Sophie Gíraffi teethers, greeting cards (Fótsporakort, Hamingjukort, Mánaðakort, Minningarkort), books (Brjóstagjafabókin, Fæðingasögur feðra, Vellíðan barna), Líf bedding in collaboration with Lín Design, flower arrangements for Mother's Day, and maternity/newborn packages. The organization also hosts the annual Lífssporið charity run, the Blómstraðu women's health symposium, and the Jóladagatal Christmas calendar campaign.

Differentiator

Problem solved

Functional benefit

Products and services

• Lífsfélagi Monthly Membership

Quantifiable outcome

• Nearly 300 million ISK invested in equipment and facility improvements since 2009
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered notable, minor, flagship and core.

• SnjódrífurnarnotableStrategic or Co-development Partner · 16 September 2021Group of women hikers who completed 165km Vatnajökul crossing in 2021, raising 6 million ISK split equally between Líf and Kraft cancer support organization.
• 66°NorðurminorGTM or Marketing Partner · 1 January 2021Backer/sponsor of Snjódrífurnar Vatnajökulsgöngu expedition.
• Arctic FishminorGTM or Marketing Partner · 1 January 2021Backer/sponsor of Snjódrífurnar Vatnajökulsgöngu expedition.
• LandsvirkjunminorGTM or Marketing Partner · 1 January 2021Backer/sponsor of Snjódrífurnar Vatnajökulsgöngu expedition.
• Vilborg Arna GissurardóttirflagshipStrategic or Co-development Partner · 1 December 2012Solo South Pole explorer who raised 35 million ISK for Líf during her 2012 expedition. Her fundraising created Vilborgarstofa and Pólstjarnan family waiting room. She also initiated the Lífsspor fundraising concept.
• Lín DesigncoreStrategic or Co-development PartnerCollaboration partnership for Líf bed linens. Lín Design creates premium bed linens (600 thread Pima cotton satin) with all proceeds going to Líf styrktarfélag. OEKO-TEX STANDARD 100 certified products sold through both Líf website and Lín Design.
• ÚtilífflagshipGTM or Marketing PartnerMain sponsor of Lífssporið charity run event. Outdoor recreation company that helps make the annual charity run possible through sponsorship and support.
• SjóváflagshipGTM or Marketing PartnerMain sponsor of Lífssporið charity run event. Insurance company that provides direct grants and sponsorship for the annual charity run (e.g., 500,000 ISK direct grant in 2026).
• Helga ValdísnotableStrategic or Co-development PartnerDesigner of Fótsporakort (life path cards) and Mánaðakort (monthly cards) sold through Líf store. Created in collaboration with Hvíta Húsið.
• Hvíta HúsiðminorStrategic or Co-development PartnerCollaboration partner for card designs including Fótsporakort and Mánaðakort.
• Eggert PéturssonnotableStrategic or Co-development PartnerArtist whose illustrations decorate the Hamingjukort (happiness cards) sold through Líf store.
• BlómdísminorStrategic or Co-development PartnerFlorist/flower designer who collaborates with Líf for Mother's Day hydrangea sales.

Scale indicators11 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Make-A-Wish Foundation: Mission-driven nonprofit with similar fundraising mix (individual giving, corporate sponsors, events, merchandise) supporting family/child welfare. Comparable operating model though different end beneficiary.

Direct peers

• Kraft (Kraftur, support organization for young people with cancer): Icelandic charitable support association focused on a specific patient population (young cancer patients), funded via individual donations, corporate grants, and community events. Snjódífurnar 2021 expedition explicitly split funds 50/50 between Líf and Kraft, confirming close operational and mission parity.
• Susan G. Komen Foundation: US health-focused grantmaking foundation supporting women's health (breast cancer) via donations, signature races/events, corporate partnerships, and merchandise. Closely mirrors Líf's combination of donation/membership, event-based, and e-commerce revenue streams.
• SickKids Foundation: Canadian hospital-affiliated foundation raising funds via individual giving, corporate sponsorships, and major events to support pediatric hospital infrastructure and equipment. Comparable as a hospital-department-focused fundraising entity with multi-channel revenue.
• Boston Children's Hospital Trust: Hospital-affiliated foundation funding pediatric infrastructure and equipment via philanthropy. Directly analogous role to Líf styrktarfélag's relationship with Landspítali's Women's Department.
• Ronalds McDonald House Charities: Global nonprofit that raises funds to support families and facilities around hospitals (housing, family rooms, equipment). Comparable in supporting hospital infrastructure and family experience, with diversified donation and corporate channels.
• March of Dimes: US-based nonprofit foundation funding maternal and infant health through donations, corporate partnerships, and signature events (e.g., March for Babies). Most directly comparable to Líf's maternal-health mission and recurring-donor/event-driven funding model.

Regional players

• Icelandic Cancer Society (Krabbameinsfélagið): Iceland's primary cancer-focused nonprofit, combining member fees, donations, and retail. Closest domestic peer in terms of structure, geographic confinement, and reliance on membership/event fundraising within Iceland.
• Reykjavíkurborg - Velferðarsjóður (and similar Icelandic municipal welfare funds): Icelandic grantmaking entities funding health and welfare causes in the same domestic market. Comparable as regional philanthropic infrastructure competing for similar donor and corporate-sponsor attention within Iceland.

Broad incumbents

• UNICEF (national committees): Large-scale humanitarian grantmaking organization funding maternal/child health globally via individual donations, corporate partnerships, and product sales. Comparable business model (donations + retail) at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lifstyrktfelag
• Instagraminstagram.com/lif_styrktarfelag
• LinkedInlinkedin.com/company/lif-styrktarfelag

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Líf styrktarfélag