Maarjamaja

What Maarjamaja does

Maarjamaja (legal entity: OÜ Maarjamaja, Estonian private limited company) operates a residential elderly care home (eakate kodu) in Väike-Maarja, Lääne-Viru county, Estonia. The facility was founded in 2022 and renovated for care use in 2023, with 93 care service places organized across multiple room tiers — triple rooms (€1,450/month), double rooms (€1,575/month), double rooms with shower (€1,675/month), and private single rooms with shower (€1,875/month). The core offering is a 24-hour general care service (Ööpäevaringne üldhooldusteenus) that bundles accommodation, daily hygiene assistance, weekly washing, laundry, electric care beds, 24-hour emergency button service, healthcare coordination with family doctors, four daily meals, and activity guidance. An €800/month care component is billed directly between Maarjamaja and local municipalities (KOV) within government-set reimbursement limits.

The company supplements residential care with paid add-on services delivered by third-party partners on-site, including hairdressing, manicure, foot care, physiotherapy (via Lumi Teraapia), and massage (via Lotus Massaaž). A second distribution channel — out-of-home general care service — delivers nursing, medication administration, hygiene assistance, meals, transportation, and emergency response coordination to clients in their own residences, extending the brand's care delivery beyond the physical facility. Technical infrastructure is conventional care-home infrastructure: WiFi coverage, TVs in living areas, electric care beds, and emergency alert systems. The company is GDPR-compliant.

The go-to-market motion is sales-led and direct: prospective residents or their families contact the facility via phone, email, or an online inquiry form, followed by needs assessment and placement. Maarjamaja markets exclusively through its own website, with no evidence of paid digital advertising, referral partnerships, or institutional sales channels. Headcount is 11-50 employees, consistent with the staffing requirements of a single ~93-bed facility plus home care operations. Revenue streams are recurring monthly subscriptions with no disclosed enterprise contracts, capital raises, M&A activity, or expansion beyond the Väike-Virumaa catchment.

Name

Maarjamaja

Legal name

OÜ Maarjamaja

Website

https://maarjamaja.ee

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Maarjamaja operates a 93-place residential elderly care home in Väike-Maarja, Estonia, offering 24-hour general care across four room tiers (€1,450-€1,875/month), supplementary partner-delivered services, and community-based home care.

Ownership category

akta.pro rank

Product category

Residential Elderly Care Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Assisted Living Facilities for the Elderly (623312), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Home Health Care Services (8082), Real Estate Operators (No Developers) & Lessors (6510)

akta.pro primary industry

Long-Term Care Nursing Homes (Custodial LTC) (HLADADAB)

akta.pro secondary industries

Recurring Housekeeping for Seniors/In-Home Support (HSAEAAAL), Care Navigation & Service Coordination (Medical, Social, Community) (HSABAIAB)

Keywords

• Residential elderly care
• Nursing home services
• 24-hour general care
• Home care services
• Elderly accommodation

Headquarters

HQ city

Väike-Maarja

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Residential Care Services: Monthly subscription for 24-hour general care including accommodation, meals, hygiene services, healthcare coordination, and activity guidance. Revenue varies by room type (triple, double, double with shower, or private with shower). The care component (800€) is partially funded by local municipalities.
2. Home Care Services: Out-of-facility general care services delivered at client's home, including health monitoring, nursing care, medication administration, hygiene assistance, meals, and transportation
3. Supplementary Care Services: Additional paid services including hairdresser, manicure, foot care, physiotherapy, and massage provided by third-party partners within the facility

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Maarjamaja operates an elderly care home in Väike-Maarja, Estonia, providing 24-hour general care services including accommodation, daily hygiene care, meals four times daily, healthcare coordination, medication management, and activity guidance for elderly residents. The facility offers 93 care places across multiple room tiers (triple, double, double with shower, and private single room with shower), with a portion of the care component funded by local municipalities. The company also delivers out-of-home general care services to clients in their own residences.

Product overview

Maarjamaja is an elderly care home (eakate kodu) in Väike-Maarja, Estonia, offering a single unified care service with multiple accommodation tiers. The core offering is the 24-hour general care service (Ööpäevaringne üldhooldusteenus), which includes accommodation, round-the-clock care, hygiene services, meals, and emergency response. This is supplemented by room accommodation options ranging from triple rooms to private single rooms with showers, and paid additional services including hairdressing, manicure, foot care, physiotherapy, and massage. Additionally, Maarjamaja provides out-of-home care services for clients outside the facility, covering health assessment, care planning, nursing care, medication management, and daily living assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Ööpäevaringne üldhooldusteenus (24-Hour General Care Service) Comprehensive 24-hour general elderly care service providing accommodation (triple room €1,450/month, double room €1,575/month, double room with shower €1,675/month, private single room with shower €1,875/month), daily hygiene care, weekly washing assistance, linen and personal laundry service, fully functional electric nursing beds, 24-hour emergency button service, weekday healthcare services, cooperation with family doctors and specialists, four meals daily (with special menus for medical indications), and activity guidance. The €800 care component is funded by local municipalities.

Quantifiable outcome

• 93 care service places available
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Lumi TeraapiacoreStrategic or Co-development PartnerProvides physiotherapy services to Maarjamaja residents as a supplementary care service.
• Lotus MassaažcoreStrategic or Co-development PartnerProvides massage therapy services to Maarjamaja residents as a supplementary care service.
• KKminorOthersPartner logo listed on website partnerships section
• InvaruminorOthersPartner logo listed on website partnerships section
• ITAKminorOthersPartner logo listed on website partnerships section
• TAminorOthersPartner logo listed on website partnerships section
• TeresaminorOthersPartner logo listed on website partnerships section
• VectingminorOthersPartner logo listed on website partnerships section
• mediminorOthersPartner logo listed on website partnerships section

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Pihlakodu: Estonian residential care home operator providing 24-hour general care services for elderly residents across multiple facilities. Directly comparable to Maarjamaja in service model, Estonian market positioning, and residential elder care focus.
• Südamekodu: Estonian elderly care home operator with residential facilities across Estonia offering 24-hour care and assisted living services. Comparable same-market, same-service competitor to Maarjamaja in the Estonian residential elder care segment.

Broad incumbents

• Humana AB: Swedish-based Nordic care operator providing residential elderly care, home care, and individual and family services across Scandinavia. Comparable care portfolio and residential delivery model to Maarjamaja, though at significantly larger Nordic scale.
• Attendo AB: Major Nordic residential care and home care operator with operations across Sweden, Finland, Denmark, and the Baltics including Estonia. Comparable broader incumbent in the elder care category with overlapping service offerings but materially larger scale.
• Esperi Care: Finnish residential and home care operator with a national elderly care footprint. Comparable as a Nordic care home provider offering 24-hour elder care and home-based services to the same end-customer segment as Maarjamaja.
• Terveystalo: Largest Finnish private healthcare service company offering primary care, specialist care, occupational health, and growing elderly care services. Comparable broader healthcare services incumbent with overlap into elderly and home care customer segments.
• Ambea AB: Leading Nordic care provider operating elderly care homes, home care, and disability services across Sweden, Norway, and Finland. Comparable residential plus home care model to Maarjamaja but at pan-Nordic scale and brand recognition.
• Mehiläinen: Finnish healthcare and care services group operating private medical clinics, elderly care homes, and home care services. Comparable broader incumbent serving elderly care customers, with deeper clinical capability than Maarjamaja.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Maarjamaja