Human Awareness Ab

What Human Awareness Ab does

Human Awareness AB is a privately held Swedish personal development company founded in 2010 by Anneli Påmark and Carl Österberg and headquartered in Linköping, Sweden. The company offers a tiered portfolio of distance-learning courses (Bronze, Silver, Gold, Platinum), immersive live retreats branded Fånga LIVET! held in Stockholm and Bali, individual/couple/family coaching services, and a forthcoming coach certification program (Fall 2026). All offerings are grounded in the proprietary Human Awareness Method (Human Awareness-metoden), a therapeutic coaching framework built on "heart intelligence" that integrates bodywork, gestalt therapy, family constellations, role-play, and experiential exercises to help participants release emotional imprinting and trauma.

The business runs on a sales-led go-to-market model: prospective participants register interest, attend a free orientation call, and then enroll via invoice, Swish, or card, with installment financing available through the Human Finans partner (interest-free for up to 24 months; extended plans to 72 months). Pricing is tiered and not publicly disclosed; live retreats include hotel accommodation with full board. Approximately 30% of participants attend through employer sponsorship, positioning Human Awareness partially in the B2B leadership/stress-management training category, with the balance as direct-to-consumer.

The company is bootstrapped and founder-led, with 1–10 employees, no external funding, and a publishing arm producing Swedish and English-language books. Distribution channels include content marketing (blog, free e-books, webinar), email/newsletter, Swedish Radio P4 and TV appearances, podcast features, and SEO, supported by a direct inside-sales motion rather than resellers.

Name

Human Awareness Ab

Legal name

Human Awareness AB

Website

https://www.humanawareness.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Human Awareness AB is a Swedish, founder-led personal development company offering tiered distance courses, immersive live retreats, and coaching built on its proprietary "Human Awareness Method," serving individual consumers and corporate-sponsored participants primarily in Sweden.

Ownership category

akta.pro rank

Product category

Personal Development & Life Coaching Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYHSADAGAG

Mind-Body Wellness Coaching (Holistic/Integrative)

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

SECONDARYMPACALAC

Cohort-Based Courses & Live Bootcamps

Media, Entertainment & Sports/Digital Media & Content Platforms (Online Video, Podcasts, Creators)/Online Learning Content Platforms (Creator-Led Courses)

SECONDARYHSADAJAH

Meditation Apps, Digital Courses & Online Communities

Home & Personal Services/Fitness, Wellness & Personal Training/Meditation, Mindfulness & Breathwork

SECONDARYEDAAAHAG

Health Coaching & Lifestyle Coaching Education

Education/Adult & Continuing Education/Health, Wellness & Lifestyle Education (Nutrition, Fitness, Mindfulness)

Keywords

• Personal development courses
• Relationship coaching
• Leadership training
• Life coaching services
• Personal growth education

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Course fees (Utbildningar): The primary revenue stream is paid courses and educational programs for personal development, leadership, and coaching. Programs are tiered (Guld/Silver/Brons/Platinum) and include both distance learning and live courses.
2. Böcker (Books): Sale of published books including Kärlek utan tjafs, Vägra följa John, and 4 steg till ett lyckligare liv in Swedish and English editions.
3. Coaching services (Rådgivning): Individual and couple coaching sessions offered for urgent relationship support and ongoing personal development.
4. Certifierad Human Awareness-coach (Coach certification): A coach certification program for individuals who want to become certified Human Awareness coaches, offered starting autumn 2026.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Human Awareness AB sells tiered personal development, leadership, and relationship coaching programs built on its proprietary Human Awareness-metoden (Heart Intelligence methodology). The portfolio includes distance learning courses (Bronze, Silver, Gold/PL90, Platinum), monthly live intensives branded "Fånga LIVET!" held in Stockholm and Bali, individual/couple/family coaching and counseling (Rådgivning, Relationsakuten), a forthcoming coach certification program, and published books in Swedish and English.

Product overview

Human Awareness AB is a Swedish personal development and coaching company founded in 2010 by Anneli Påmark and Carl Österberg, based in Linköping. The company offers a tiered education and coaching portfolio centered on the Human Awareness methodology, which combines therapeutic coaching with heart intelligence (hjärtintelligens) theory and experiential exercises. The core product portfolio consists of: (1) Distance education programs tiered Bronze (Börja LEVA på riktigt!), Silver (Kickstart till ditt nya liv!), Gold (Bli ditt bästa jag! | PL90), and Platinum (combining PL90 with the live Fånga LIVET! course); (2) Live intensive courses branded 'Fånga LIVET!' held in Stockholm and Bali; (3) Individual, couple, and family coaching/counseling services including the Relationsakuten emergency offering; (4) A coach certification program (launching Fall 2026); and (5) A publishing arm producing books (Kärlek utan tjafs, Vägra följa John, 4 steg till ett lyckligare liv) and free e-books/miniseries. All offerings are grounded in the same proprietary Human Awareness methodology built on presence, acceptance, and physicalization principles.

Differentiator

Problem solved

Functional benefit

Products and services

• Börja LEVA på riktigt! | BRONS Bronze-tier foundational distance course for individuals seeking a starting point in personal development with budget constraints. Provides basic heart intelligence theory to help release old blockages and strengthen self-esteem.
• Kickstart till ditt nya liv! | SILVER Silver-tier distance course designed to help participants break free from what holds them back through self-directed heart intelligence theory and exercises.
• Bli ditt bästa jag! | PL90 (GULD) 90-day intensive Gold-tier personal development program covering deep theory and exercises across all areas of heart intelligence, with full support from a personal Mastery coach and therapeutic Human Awareness coaching.
• Fånga LIVET! | Platinum (Live Course) Platinum-tier bundle combining the PL90 Gold distance program with the Fånga LIVET! live intensive, offering the most comprehensive, deeply transformative experience. Suitable for individuals and couples; requires prior completion of a distance education or coaching program.
• Fånga LIVET! | Deep Dive Stockholm In-person immersive live course held multiple times per year in Stockholm, Sweden. Participants release what no longer serves them through dynamic processes targeting emotions, energy, intuition, and physical body intelligence. Led by Anneli Påmark and Carl Österberg. Includes hotel accommodation with full board.
• Fånga LIVET! | Bali Deep Dive In-person immersive live course held in Bali, Indonesia, with a stronger focus on romantic relationships. Led by Anneli Påmark and Carl Österberg. Includes hotel accommodation with full board. Requires prior completion of a distance education or coaching program.
• Certifierad Human Awareness-coach Coach certification program training individuals to become certified Human Awareness coaches. Targets those who already work with helping people develop and grow, or have this as their primary life goal. New cohort announced for Fall 2026.
• Relationsakuten Rapid-response relationship emergency counseling service for individuals and couples at various stages — whether deciding to stay or leave, breaking destructive patterns, or seeking a passionate relationship. Offers short-notice appointments.
• Rådgivning (Coaching & Counseling) Individual, couple, and family coaching and counseling services available for those needing immediate support. Includes therapeutic Human Awareness coaching with one-on-one and group dynamic approaches.
• Kärlek utan tjafs (Love Without the Fuss) Bestselling book by Anneli Påmark and Carl Österberg on transforming relationships at a deep level. Recommended by family therapists, counselors, psychologists, and coaches. Available in Swedish as "Kärlek utan tjafs" and in English as "Love Without the Fuss."
• Vägra följa John Book by Anneli Påmark and Carl Österberg on heart intelligence and breaking free from limiting patterns. Revised new edition released. Contains the company's vision for a better world.
• 4 steg till ett lyckligare liv / 4 Steps to a Happier Life Book by Anneli Påmark and Carl Österberg on four steps to a happier life, available in Swedish and English editions.

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mindvalley: Global personal-development education platform offering tiered online courses, live events, coaching, and a membership community. Closely comparable to Human Awareness's tiered distance + live intensives + community model.
• The School of Life: Offers structured courses, books, and therapy/coaching around personal development, relationships, and meaning. Comparable offering mix (courses + books + coaching) and similar self-development target audience.
• Landmark Worldwide: Delivers large-group personal transformation courses with intensive live formats. Comparable in the immersive in-person transformation course model (Fånga LIVET!) and methodology-driven personal change focus.
• Sounds True: Publisher and online learning platform for personal/spiritual development with books, audio courses, and an engaged community. Comparable as a book + course + community personal-development business.
• Hay House: Self-help book publisher that has expanded into online courses, live events, and a community. Comparable books-plus-courses-plus-events revenue stack in the personal-development space.
• HeartMath: Heart-coherence and mind-body intelligence organization offering programs, certifications, and corporate training. Most direct methodological analogue given Human Awareness's heart-intelligence ('hjärtintelligens') framework.

Broad incumbents

• Tony Robbins / Robbins Research International: Global leader in large-scale live personal transformation events (e.g., Date with Destiny, Unleash the Power Within) with books and corporate programs. Comparable flagship live-event format but at vastly larger scale.
• Headspace: Major meditation and mindfulness platform with a strong Headspace for Work B2B channel. Comparable in the corporate-sponsored wellness/stress-management segment that Human Awareness serves via its ~30% employer channel.

Emerging players

• BetterUp: Enterprise coaching and mental-wellness platform serving corporate buyers with a coach-network model. Comparable employer-sponsored/B2B coaching angle and structured coaching methodology, but delivered digitally.
• Insight Timer: Largest free meditation app with courses, community, and teacher-led content. Adjacent in the personal-development/mindfulness space and demonstrates the digital community scale that Human Awareness could face competitively.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInse.linkedin.com/in/carlsosterberg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Human Awareness Ab