What Seurana Oy does

Seurana Oy is a Helsinki-based private company founded in 2016 by CEO Mirka Saarinen that provides companionship, outing and everyday assistance services for elderly people across Finland, together with support for their relatives. The company operates Finland's first and only national elderly companionship service, matching retired, peer-age "Seuralaiset" with senior clients (including those receiving home care or living in care facilities) for regular visits covering conversation, outdoor walks, errands and post-visit family updates.

Service delivery is coordinated by a small Helsinki office team of just over 10 people and a network of approximately 500 retired companions distributed nationwide. Operations run on the Nursebuddy home-care management platform (with J&Co Digital maintaining the companion-recruitment application system), handling client and companion data, scheduling, case notes and reporting. The go-to-market motion is sales-led, anchored by a free introductory home visit (tutustumiskäynti) and supported by SEO-optimized content marketing, organic social (#onnellinenvanhuus), referral contests, and employer outreach.

Revenue is generated from a recurring weekly-package subscription (Viikkopaketti: €351.20/month for 2 hours/week, reducible to ~€210.72 after the 35% Finnish household tax deduction), hourly discharge services (Kotiutuspalvelu at €42.60/hour), gift certificates, and B2B2C channels — employer-provided työsuhde-etu benefits and the Kummivanhus corporate sponsorship programme — plus direct commissioning by municipalities, wellbeing areas and care homes. The company is 100% Finnish-owned, founder-led, bootstrapped, and has no disclosed external investors; it reports an NPS of +90 and is a Great Place to Work-certified employer (2021 small-companies winner).

Name

Seurana Oy

Legal name

Seurana Oy

Website

https://seurana.fi

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Seurana Oy is Finland's first nationwide elderly companionship service, matching retired peer companions ("Seuralaiset") with senior clients across Finland for regular visits, outdoor walks and family updates, delivered by ~500 companions and coordinated from Helsinki.

Ownership category

akta.pro rank

Product category

Elderly Companionship Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300), Services-Help Supply Services (7363)

akta.pro primary industry

Companionship & Social Engagement Visits (HSABAAAA)

akta.pro secondary industries

Conversation, Cognitive Stimulation & Activity Facilitation (HSABAAAB), Dementia Companion & Engagement Care (HSABAEAA), Social Adult Day Care (Non-Medical Supervision & Activities) (HSABANAA), Companion Care & Social Support (non-clinical) (HLADAGAB)

Keywords

• Elderly companionship services
• Senior home visits
• Peer companionship care
• Elderly social wellbeing
• Care home recreation

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Recurring Subscription Service (weekly/monthly companionship packages): Seurana's primary revenue stream comes from recurring companionship service packages, such as the weekly package providing 2 hours of companionship per week (8 hours/month) at a monthly flat rate. Services are billed monthly and are available on an ongoing subscription basis, with the most popular package being the weekly package. The service is also eligible for Finnish household tax deductions (kotitalousvähennys), effectively reducing the net cost for individual customers.
2. Hourly Discharge/Transition Service (kotiutuspalvelu): A one-time or episodic hourly service for seniors transitioning from hospital back home or to a care facility. Billed at an hourly rate of €42.60/hour (€27.69 after household deduction). This service is triggered by specific life events rather than recurring subscriptions.
3. Corporate Employee Benefits (työsuhde-etu): Employers provide Seurana's companionship service as a taxable employee benefit for workers' elderly relatives. This B2B2C revenue stream is coordinated between Seurana and the employer, who purchases the benefit on behalf of employees. Also includes the 'Kummivanhus' (godparent elderly) corporate sponsorship model.
4. Gift Certificates (lahjakortti): One-time gift certificates purchased by family members or others to gift companionship visits to elderly relatives. These serve as an entry-point or episodic purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Seurana Oy delivers a nationwide elderly companionship service (vanhusseurapalvelu) in Finland, pairing senior clients with retired peer companions ("Seuralaiset") for regular visits at home or in care facilities. The core weekly package provides 2 hours of companionship per week at €351.20/month, with activities including outdoor walks, errands, conversation, and post-visit family updates. Supporting offerings include hospital discharge support (€42.60/hour), care home recreation, corporate employee benefits, gift cards, and municipal commissioning.

Product overview

Seurana Oy is Finland's first elderly companionship service, offering a portfolio of human-delivered care and companionship services rather than a software product. The core offering, Seuraa vanhukselle, pairs elderly individuals with a consistent retired companion who visits weekly for companionship, outdoor walks, errands, and conversation. The most popular tier is the Viikkopaketti (weekly package) at 2 hours/week. Supplementary services include Kotiutuspalvelu (hospital discharge support), Viriketoiminta hoivakotiin (care home activities), Kummivanhus and Merkityksellinen työsuhde-etu (corporate elder sponsorship and employee benefit programs), Hoitotahto (healthcare directive template), Kotitalousvähennys (tax deduction info), and Lahjakortti (gift cards). The company operates nationally with ~500 companions across Finland, with services priced at 42.60€/hour and qualifying for a 35% Finnish household tax deduction.

Differentiator

Problem solved

Functional benefit

Products and services

• Seuraa vanhukselle (Companionship for the Elderly) Flagship recurring companionship service for elderly individuals living at home or in care facilities, providing regular visits from a consistent retired peer companion for outdoor walks, errands, conversation, and post-visit family updates.
• Kotiutuspalvelu (Discharge Support Service) Hourly episodic service supporting elderly individuals returning home after a hospital stay or transitioning to a care facility, including accompaniment home, shopping, pharmacy visits, wellness monitoring, rehabilitation support, meal assurance, and loneliness prevention.
• Merkityksellinen työsuhde-etu (Meaningful Employee Benefit) Corporate offering that lets Finnish employers provide Seurana's elderly companionship service as a taxable employee benefit for workers' aging parents or relatives, combining employee wellbeing with corporate social responsibility.
• Kummivanhus (Godparent Elder Program) Corporate sponsorship programme in which a company sponsors a named elderly individual, providing regular companionship and support as a structured CSR initiative.
• Viriketoiminta hoivakotiin (Recreation for Care Homes) Organised recreational activities and entertainment programme for elderly residents in care homes, providing companionship to events and outings that residents might otherwise miss.
• Lahjakortti (Gift Card) Gift card allowing customers to purchase Seurana companionship service credits as a one-time gift for an elderly loved one, available directly via the company website.

Quantifiable outcome

• Customer NPS of +90 — the most satisfied elderly care service customers in Finland
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor, core and supporting.

• Theron CateringminorOthers · 1 December 2017Theron Catering's sales director Katri Kärkkäinen donated Theron's 2017 Christmas gift funds to Seurana's clients. Seurana used the funds to purchase personalised gifts and experiences for elderly clients during the Christmas season 2017, including haircuts, favourite foods, books, scarves, and flowers. This was a one-time philanthropic collaboration.
• NursebuddycoreTechnology or IntegrationNursebuddy is the home care management software used by Seurana to administer all client and companion (Seuralainen) data, including service-voucher-funded client information. Nursebuddy's operators have system access for maintenance, error resolution, and updates, but are contractually bound by GDPR-compliant data processing agreements and salassapitosopimus (non-disclosure obligations). Seurana inputs client data into the Nursebuddy platform as part of its core operational workflow.
• J&Co DigitalsupportingTechnology or IntegrationJ&Co Digital is the software development partner that built and maintains the system used by Seurana for collecting and managing job applications from Seuralaiset (companions). J&Co Digital's operators have access limited to error correction, maintenance, and system updates — they do not independently process application data for any other purpose.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Comfort Keepers: Comfort Keepers is a global franchise network providing in-home companionship and personal care for seniors. Comparable non-medical elder companion service model with recurring visit packaging similar to Seurana's weekly subscription.
• Visiting Angels: Visiting Angels is a US-based franchise network offering non-medical in-home elder care, including companionship as a core service line. Overlapping recurring-companion model for elderly clients living at home.
• Terveystalo: Terveystalo is a leading Finnish private healthcare services company operating clinics, occupational health, and care services nationwide. A broad incumbent in the Finnish health and elder-care ecosystem relevant to B2B2C employer-benefit discussions.
• Esperi Care: Esperi Care is one of Finland's largest private providers of care for the elderly and disabled, operating care homes and home care services. Broad incumbent in elder care across Finland with overlapping customer base of seniors and families.
• Mehiläinen: Mehiläinen is one of Finland's largest private healthcare and social-care providers, offering home care (kotihoito) and elder services nationwide. Broader incumbent that competes indirectly via formal home care, and a potential partner or municipal-channel counterpart to Seurana.
• Attendo: Attendo is a major Nordic provider of care for older adults, including home care and residential services in Finland, Sweden, and Norway. Comparable elder-care positioning with Nordic scale and a potential partner or regional peer for expansion.
• Humana: Humana is a Nordic care provider offering personal assistance, elderly care, and home services across Sweden, Norway, and Finland. Comparable elder-focused care positioning with overlapping peer-companion service elements in the Nordic region.
• Home Instead: Home Instead is a global franchise network offering non-medical in-home companionship and personal care for seniors. Broader portfolio of services than Seurana, but overlapping core offering of recurring companion visits for elderly clients.

Direct peers

• Papa: Papa is a US-based company that pairs older adults with vetted "Papa Pals" for companionship, transportation, and everyday assistance — the closest international analog to Seurana's retired-peer companion model. Comparable mission, subscription revenue model, and focus on non-medical elder support.

Others

• Nursebuddy: Nursebuddy is the home care management software platform used by Seurana for client scheduling, case notes, and reporting. It is an enabling technology provider rather than a competitor, but illustrates the operational software ecosystem in which Seurana operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/seurana_oy
• LinkedInlinkedin.com/company/seuranaoy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Seurana Oy