Ätup
ÄTUP AB is a Swedish company that provides the ÄTUP-metoden — a digital knowledge, behavior-change and certification platform that trains and certifies elderly care staff, facilities and municipalities to prevent senior malnutrition in compliance with Swedish regulation.
- Company typePrivate
- Founded2021
- HeadquartersRimbo, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Ätup does
ÄTUP AB is a Swedish private company, founded in 2021 and headquartered in Rimbo, that develops and distributes the "ÄTUP-metoden" — an integrated digital knowledge, certification and behavior-change program aimed at preventing malnutrition among elderly Swedes. The platform delivers micro-video "kunskapslyft" courses (1–10 minutes each) built on behavior-design and gamification principles, explicitly designed for accessibility (about 85% of participants have Swedish as a second language), and culminates in formal "ÄTUP-certifiering" of individual staff (diplomerade ÄTUP-inspiratörer), facilities, and — when all operations participate — entire municipalities (e.g., Sigtuna, Lilla Edet). The curriculum is fact-checked by professors and mapped to Swedish regulatory requirements including HSLF-FS 2022:49, Socialtjänstlagen, Demensstrategin and the God och Närå Vård reform.
The core product lines cover (i) digital training and certification for staff in elderly care homes (äldreboenden) and home care (hemtjänst), (ii) preventive municipal services and senior meeting places (träffpunkter, dagverksamhet) including a senior peer-educator program, and (iii) primary care (primärvården), launched in 2024. Adjacent offerings include a webinar series (live and recorded), a digital toolbox for trained senior volunteers, and online engagement via YouTube, LinkedIn, Facebook and Instagram.
The company sells via direct, founder-led sales (Janina Blomberg and Marie-Louise Ankersson, both licensed Kostvetare food scientists) to municipal decision-makers and private care operators. Revenue is quote-based, recurring subscription on multi-year contracts, often partially funded through Swedish government competence subsidies (statsbidrag); implementation, workshops and certification audits add professional-services revenue. By mid-2026 the company reports 83+ certified operations and 8,000+ trained participants, with a reported 100% recommendation rate among participants, and serves customers including Sigtuna Kommun, Lilla Edets Kommun, Sollentuna Kommun, Södertälje Kommun, Eslövs Kommun, Danderyds Kommun, Attendo, Olivia Hemomsorg, Humana and Allegio Hemtjänst.
Ätup firmographics
Firmographics- Name
- Ätup
- Legal name
- ÄTUP AB
- Website
- https://atup.se
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ÄTUP AB is a Swedish company that provides the ÄTUP-metoden — a digital knowledge, behavior-change and certification platform that trains and certifies elderly care staff, facilities and municipalities to prevent senior malnutrition in compliance with Swedish regulation.
- Ownership category
- akta.pro rank
Ätup industry classification
Industry- Product category
- Elderly Care Training and Certification Software
- NAICS
- Educational Services (611), Computer Training (611420)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Smart Home & Assistive Technology Installation for Aging-in-Place (HSABAJAI)
Keywords
Where Ätup is headquartered
LocationHeadquarters
- HQ city
- Rimbo
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Ätup business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Digital Knowledge Lifts (Kunskapslyft) - Professional Subscription: Recurring subscription model for municipal and care provider clients. Each organization pays for digital knowledge lifts that certify staff and facilities. Pricing is quote-based and negotiated per organization, typically on multi-year contracts.
- Implementation and Certification Services: Professional services bundled with digital training including implementation support, workshop facilitation, and certification audits. Verksamheter that complete the program receive ÄTUP-certifiering (facility certification).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Digital knowledge lifts for staff with ÄTUP certification |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Ätup product offering
Product offeringCore offering
ÄTUP sells the ÄTUP-metoden, a digital knowledge and certification program that combines online micro-video training (kunskapslyft), behavior design pedagogy, and implementation support to certify elderly care facilities and home care services in Sweden. Customers (municipalities and private care providers) subscribe to recurring knowledge lifts that train staff into certified ÄTUP-inspiratörer and award formal facility certification compliant with Swedish malnutrition prevention regulations.
Product overview
Ätup operates a single unified platform — the ÄTUP-metoden — built around digital knowledge courses (kunskapslyft), implementation support, and a formal certification program. The core offering targets staff in elderly care (elderly homes, home care) and preventive municipal services, turning participants into certified 'ÄTUP-inspiratörer'. The product portfolio includes three product lines: Kunskapslyft (the digital training modules for care staff, seniors, and relatives), ÄTUP-certifiering (the formal certification for care facilities and municipalities), and Webbinarier (live/recorded webinars for ongoing knowledge dissemination). A newer expansion targets primary care (primärvård). The company also runs a Seniora ÄTUP-inspiratörer program where volunteer seniors become certified to spread nutrition knowledge in their communities.
Differentiator
Problem solved
Functional benefit
Brands
- ÄTUP-metoden: The core method combining digital knowledge-lift, implementation support, and certification for elder care facilities to prevent malnutrition and improve senior health.
Products and services
- ÄTUP-metoden (ÄTUP Method) Integrated digital knowledge and certification method combining online training (kunskapslyft), implementation support, and formal certification for elderly care organizations to prevent malnutrition among seniors. Designed for elderly care homes, home care services, and municipal preventive services.
- Digitala kunskapslyft (Digital Knowledge Lifts) Digital micro-courses (1-10 minutes each) built on behavior-design pedagogy, targeting care staff, seniors, and relatives. All participants become 'diplomerade ÄTUP-inspiratörer' (certified ÄTUP inspirators) upon completion.
- ÄTUP-certifiering (ÄTUP Certification) Formal certification for care facilities (elderly homes, home care, meeting points, day services, municipalities, and companies) that complete the knowledge program and implement routines compliant with HSLF-FS 2022:49, Socialtjänstlagen, and Demensstrategin. As of mid-2026, over 83 facilities and 2 municipalities are certified.
- Webbinarier (Webinars) Live and recorded webinars hosted multiple times per year covering stronger seniors, malnutrition prevention, brain health, and food waste. Past webinars feature experts such as Beata Terzis (neuropsychologist), Mikael Karlsson (dietitian), and Tommy Cederholm (professor). Used as demand generation and customer education channels.
- Seniora ÄTUP-inspiratörer (Senior ÄTUP Inspirators) Program where senior volunteers are trained as 'ÄTUP inspirators' to spread healthy eating knowledge to other seniors in their communities. Seniors taste-test protein-rich snacks and share recipes and inspiration at municipal meeting points.
- ÄTUP för primärvården (ÄTUP for Primary Care) Knowledge and certification offering for primary care staff, enabling them to educate patients on nutrition, muscle health, and malnutrition prevention during routine appointments. Part of the Swedish 'God och nära vård' reform.
Quantifiable outcome
- 100% of participants recommend ÄTUP to colleagues in elderly care
- +5 more outcomes
Companies that use Ätup
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Ätup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Ätup partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Sigtuna KommuncoreFirst municipality to adopt ÄTUP in June 2021. Sigtuna used government subsidy funds (statsbidrag) for competence improvement in elderly care. Implemented ÄTUP knowledge lifts for all staff in elderly care and trained seniors. First customer and long-term strategic partner. Municipality is now fully ÄTUP-certified.
- Eslövs KommuncoreEslövs kommun used ÄTUP-method to reduce food waste in elderly care. By reducing portion sizes at lunch/dinner and redirecting savings to protein-rich snacks between meals, they achieved both food waste reduction and malnutrition prevention simultaneously. Partnership featured in FN Zero Food Waste context.
- Generation WasteminorCollaborated with Eslövs kommun and ÄTUP on webinar about food waste reduction in elderly care. Generation Waste contributes expertise on sustainable food management. Partnership featured in joint webinar.
- Sollentuna KommuncoreSollentuna started ÄTUP collaboration in autumn 2023 with preventive services. All träffpunkter and dagverksamhet are ÄTUP-certified. Senior ÄTUP-inspiratörer trained to spread knowledge to other seniors. Also covers multiple certified home care operations.
- Södertälje KommuncoreSödertälje kommun's mötesplatser (meeting places) for seniors ÄTUP-certified. Expansion of preventive services partnership following Sollentuna model.
- TV4 / NyhetsmorgonminorFeatured on TV4's Nyhetsmorgon morning show discussing nutrition and weight loss advice for seniors, contributing to brand awareness and media coverage.
- Food Pharmacy PodcastminorFeatured as guests on the Food Pharmacy podcast discussing senior nutrition and malnutrition prevention, reaching a health-conscious audience.
- Sofrosyne (Erland Olsson)minorErland Olsson of Sofrosyne is described as a key advisor and collaboration partner for ÄTUP. Sofrosyne offers quality tools for elderly care including Vårdpraktikan, Svensk vårdkontroll, and Äldrekollen. Erland provided expert commentary on the November 2022 malnutrition prevention regulation.
- Elisabeth Adriansson SandbergminorLed ÄTUP implementation in Sigtuna municipality and continues as advisor and collaboration partner. Expert in elderly care quality improvement and change management.
- Allegio HemtjänstcorePrivate home care provider that implemented ÄTUP across multiple municipalities (Sigtuna, Sollentuna, Österåker). Won Sollentuna quality prize 2025 for ÄTUP work. Multiple Allegio locations are ÄTUP-certified.
- Olivia HemomsorgcorePrivate home care provider operating in Nacka, Sigtuna, and Österåker municipalities. Uses ÄTUP knowledge lifts across four municipalities. Multiple Olivia locations certified.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Ätup competitors and assessment
Company assessmentOthers
- Totara Learn: Open-source enterprise learning management system used by healthcare and care organizations globally. Adjacent infrastructure layer that ÄTUP could be built on top of or compete against for compliance training.
- Generation Waste: Swedish food-waste reduction organization already partnered with ÄTUP and Eslöv kommun on joint webinars. Adjacent ecosystem player in the same malnutrition/food-waste theme rather than a direct competitor.
Broad incumbents
- PointClickCare: Canada-headquartered dominant SaaS platform for senior care operators across North America. Broader scope (clinical, billing, operations) but serves the same elderly care buyer and could expand into compliance/training modules.
Direct peers
- Eden Alternative: US-based elder-care culture-change training and certification program. Closest international analog to ÄTUP's combination of behavior-change training, staff certification, and facility recognition in elderly care.
- Sofrosyne (Vårdpraktikan): Swedish provider of quality and compliance tools for elderly care (Vårdpraktikan, Svensk vårdkontroll, Äldrekollen). Already named as a collaboration partner to ÄTUP in source materials, serving the same municipal elderly-care compliance buyer.
- Food Friends (Mat för äldre): Swedish government-funded program promoting good meals for older adults. Targets the same elderly nutrition behavior-change problem as ÄTUP but as a free public resource rather than a subscription certification.
Regional players
- Dementia Care Matters: UK-based dementia-care training and culture-change provider. Comparable to ÄTUP's dementia-aligned curriculum and behavior-change approach, but focused on dementia care rather than nutrition, and UK-only.
Market position
Weaknesses5 records
Competitive moat5 records
Key highlights6 records
Customer concentration
Ätup social profiles
Digital presenceÄtup compliance and trust
Trust signalCompliance4 records
Ätup financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ätup leadership team
Management profileNumber of profiles
Profiles2 records
Ätup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ätup 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 Ätup
What does Ätup do?
ÄTUP sells the ÄTUP-metoden, a digital knowledge and certification program that combines online micro-video training (kunskapslyft), behavior design pedagogy, and implementation support to certify elderly care facilities and home care services in Sweden. Customers (municipalities and private care providers) subscribe to recurring knowledge lifts that train staff into certified ÄTUP-inspiratörer and award formal facility certification compliant with Swedish malnutrition prevention regulations.
Is Ätup a public or private company?
Ätup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ätup founded?
Ätup was founded in 2021. It employs 1 to 10 people.
Where is Ätup based?
Ätup is headquartered in Rimbo, Sweden, in the Europe region.
How does Ätup make money?
Two revenue lines are on record. Digital Knowledge Lifts (Kunskapslyft) - Professional Subscription is the primary driver. The others are implementation and Certification Services.
Who are Ätup's main competitors?
Others on record are Totara Learn and Generation Waste. PointClickCare is listed as a broad incumbent. Direct peers are Eden Alternative, Sofrosyne (Vårdpraktikan) and Food Friends (Mat för äldre). Dementia Care Matters is listed as a regional player.
Does Ätup have an API?
No public API is recorded for Ätup.
What industry is Ätup in?
Ätup's product category is Elderly Care Training and Certification Software. Its primary akta.pro industry code is HSABAJAI, Smart Home & Assistive Technology Installation for Aging-in-Place. Its NAICS code is 611 and its SIC code is 7372.