What Kraftur Hf. does

Kraftur Hf. is an Icelandic non-profit support association (stuðningsfélag) founded in October 1999 to serve young people aged 18-40 diagnosed with cancer and their relatives. It is the only organization in Iceland dedicated specifically to this demographic. Core service lines include peer support groups (StelpuKraftur for girls, StrákaKraftur for boys, AðstandendaKraftur for relatives, NorðanKraftur for northern Iceland), one-on-one peer support via the Stuðningsnetið network, and several financial support funds: Styrktarsjóður (general aid), Frjósemissjóður (fertility preservation), Menntasjódur (education), and Óskabrunnur (wish fulfillment). Educational resources include the Fræðsluvefur web platform, podcast 'Lífið á meðan', the annual Kraftur magazine, and the LífsKraft book. Newer programs include the Laufeyjar-lán scalp-cooling cap lending initiative launched in 2026.

Revenue is generated through three primary streams: donations and corporate sponsorships, merchandise sales (the flagship 'Lífið er núna' silicone and pearl bracelets priced at 3,500 ISK, premium 'Kraftur fyrir lífið' jewelry at 17,800-26,800 ISK, books, apparel, and home goods via a 47-product online store), and annual membership fees managed through the Abler service management system. Distribution combines direct e-commerce (kraftur.org/vefverslun), 11 Apótekarinn pharmacy retail locations across Iceland, and grassroots volunteer channels. The annual 'Perlað af Krafti' community event at Harpa concert hall drew approximately 2,500 attendees in January 2026, and the Reykjavik Marathon fundraising channel engages roughly 120 runners with corporate sponsorship backing.

Operationally, Kraftur is governed by a member-elected board (Viktoría Jensdóktir became chairperson in April 2026), with executive director Ragnheiður Davíðsdóttir (in role since 2013) and a small paid staff supplemented by an estimated ~2,000 volunteers who handcraft roughly 7,000-10,000 bracelets annually. The organization operates from Skógarhlíð 8, Reykjavík, as an affiliated member of Krabbameinsfélag (Icelandic Cancer Society). It is a non-profit entity; no external investors, parent company, or M&A activity is indicated.

Name

Kraftur Hf.

Legal name

Kraftur Hf.

Website

https://kraftur.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Kraftur Hf. is an Icelandic non-profit support association, founded in 1999, providing peer support, financial aid, counseling, and educational resources to young people (ages 18-40) diagnosed with cancer and their relatives in Iceland, funded by donations, sponsorships, and merchandise sales.

Ownership category

akta.pro rank

Product category

Non-Profit Cancer Support Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Private Foundations (BPAGAKAA)

Keywords

• Cancer support services
• Peer support groups
• Financial assistance programs
• Cancer awareness merchandise
• 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, Others, Technology or R&D

Revenue model

1. Donations and sponsorships: Kraftur is entirely funded through donations and sponsorships from individuals and companies, with major fundraising events such as the Reykjavik Marathon, 'Perlað af Krafti' community event, and various corporate partnerships.
2. Merchandise sales: Online store selling branded products including 'Lífið er núna' bracelets, clothing, accessories, books, and gift items. All proceeds go directly to Kraftur's operations.
3. Membership fees: Annual membership fees from members who join the organization. The organization transitioned to Abler service management system for member fee collection.

Pricing tiers

Distribution channels5 records

Marketing channels6 records

Core offering

Kraftur Hf. is an Icelandic non-profit support association that provides free peer-support groups, financial grants, educational resources, counseling, career guidance, and legal-aid referrals to young adults (ages 18-40) diagnosed with cancer and their relatives in Iceland. The organization also runs a merchandise program — most notably the 'Lífið er núna' (Life is Now) bracelets and the premium 'Kraftur fyrir lífið' jewelry line — whose proceeds fund its services, alongside large-scale volunteer awareness campaigns such as 'Perlað af Krafti'.

Product overview

Kraftur Hf. is a non-profit support association for young people (ages 18-40) diagnosed with cancer and their relatives in Iceland. The organization operates as a unified platform combining peer support services, financial assistance programs, educational resources, and a merchandise store. The core products include the iconic 'Lífið er núna' (Life is Now) silicone and pearl bracelets—their flagship fundraising item—alongside premium jewelry pieces from the 'Kraftur fyrir lífið' collection. The service portfolio encompasses support groups (StelpuKraftur, StrákaKraftur, AðstandendaKraftur), a peer support network, financial support funds (Styrktarsjóður, Frjósemissjóður, Menntasjóður, Óskabrunnur), educational services including a podcast and educational website, and free publications including an annual magazine and the LífsKraft book. The 'Perlað af Krafti' awareness campaign represents their largest community initiative, involving mass bracelet production events.

Differentiator

Problem solved

Functional benefit

Products and services

• Lífið er núna – Perluarmbönd (Life is Now Bracelets) Flagship silicone and pearl bracelets featuring the organization's slogan 'Lífið er núna' (Life is Now), sold as both a fundraising item and a symbol of solidarity with young cancer patients in Iceland.
• 'Kraftur fyrir lífið' jewelry collection Premium jewelry collection — bracelets and necklaces — co-developed with Vera Design, priced higher than the flagship 'Lífið er núna' range, giving supporters a higher-end purchase option that funds Kraftur.
• Books and publications Educational and memoir books sold in the Kraftur web shop, including 'Þegar foreldri fær krabbamein' (When a Parent Gets Cancer), 'Dagbók rokkstjörnu' / Diary of a Rock Star by Atli Thoroddsen, and the LífsKraftur book offered free to members.
• Peer Support Groups (Stuðningshópar) Free, age-segmented peer support groups for young cancer patients (StelpuKraftur, StrákaKraftur, NorðanKraftur) and for relatives/caregivers (AðstandendaKraftur), facilitated by Kraftur in Iceland.
• Stuðningsnetið (Peer Support Network) One-on-one peer matching program that pairs young cancer patients with trained volunteers of similar age and background to provide sustained, individual peer support.
• Financial Support Funds Six dedicated financial-support programs disbursing grants to young cancer patients: Styrktarsjóður (general financial aid), Frjósemissjóður (fertility preservation), Menntasjóður (education continuation), Styrkur til lyfjakaupa (medicine purchase grants), Styrkur til útfarar (funeral grants), and Óskabrunnur (quality-of-life wish fulfillment).
• Náms- og starfsráðgjöf (Educational and Career Guidance) Free educational and career counseling service helping young cancer patients navigate changes to professional or study plans during and after illness, available to Kraftur members.
• Lögfræðiþjónusta (Legal Services) Legal advisory service delivered in partnership with Lögberg law firm, providing Kraftur members with a free 15-minute phone consultation and a 20% discount on additional legal services.
• Laufeyjarlán (Cooling-Cap Loan Program) Loan program that provides scalp-cooling caps (kælihettur) to cancer patients during chemotherapy to help prevent hair loss, named in memory of Laufey Tinna Guðmundsdóttir.
• Fræðsluvefur (Educational Website) Structured online educational resource providing age-appropriate information about cancer for young patients and their families, covering diagnosis, treatment, family impact, rights, daily life, and grief.
• 'Lífið á meðan' Podcast Podcast series produced in collaboration with Birna Kristín Hrafnsdóttir, featuring conversations about life during and after cancer treatment, distributed on Spotify and Apple Podcasts.
• Tímarit Krafts (Annual Magazine) Annual magazine publication featuring personal stories, educational content, and insights into the lives of young people affected by cancer in Iceland.
• Gjafapoki Krafts (Welcome Gift Package) Welcome package provided to newly diagnosed young cancer patients (approximately 90 per year), containing educational materials, hand-knitted wool socks, a hat, skincare products, and a 'Lífið er núna' bracelet.
• Kraftur Web Shop (Vefverslun) Kraftur's own online storefront (kraftur.org/vefverslun/) selling 47 branded products — bracelets, premium jewelry, clothing, books, accessories, gifts, and stationery — whose proceeds support Kraftur's charitable services.

Quantifiable outcome

• 90 young Icelanders diagnosed with cancer annually receive support from Kraftur's services
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Eldum réttcoreGTM or Marketing Partner · 1 May 2026Eldum rétt provides 90 gift certificates for hot meals to be included in welcome gift bags for newly diagnosed young cancer patients. Addresses financial hardship faced by newly diagnosed individuals who may not have a strong support network.
• LögbergminorImplementation/ SI/ Consulting Partner · 1 September 2025Lögberg law firm provides legal advisory services to Kraftur members. Members can schedule 15-minute phone consultations free of charge, with 20% discount on further legal services. Lawyers include Sigrún Jóhannsdóttir and Jóhannes S. Ólafsson.
• AblercoreTechnology or Integration · 1 May 2025Kraftur adopted Aber's service management system to improve member services, streamline communication, and make event registration more accessible. Abler handles membership fee collection.
• Apótekarinn (Apothecary)coreGTM or Marketing PartnerLong-standing partnership where Apótekarinn offers discounted medicine costs for Kraftur members. The pharmacy also retails 'Lífið er núna' bracelets at 11 locations across Iceland. Partnership has been renewed for 7 consecutive years as of 2026.
• Reykjavík LetterpressminorStrategic or Co-development PartnerCollaboration on merchandise production including gift labels, greeting cards, serviettes, and name tags. Products feature the 'Lífið er núna' branding. All proceeds from sales support Kraftur's operations.
• Vera DesignminorStrategic or Co-development PartnerCollaboration on a jewelry line including 'Grande', 'Divine', and 'Midi' bracelet collections and necklaces. The partnership adds premium products to Kraftur's merchandise range.
• Various corporate sponsors (Reykjavik Marathon)coreGTM or Marketing PartnerOne of the largest fundraising channels is the Reykjavik Marathon (Íslandsbanka), where ~120 runners raise funds for Kraftur through pledges. Corporate sponsors also support the organization's annual events.
• Krabbameinsfélag (Cancer Society of Iceland)coreStrategic or Co-development PartnerKraftur operates from the Cancer Society's facilities at Skógarhlíð 8 and is an affiliated member (aðildarfélag) of the Cancer Society, participating in joint initiatives such as Bleika Slaufan (Pink Ribbon) awareness campaigns.
• Flothetta (Flotation services)minorGTM or Marketing PartnerProvides floating/flotation experiences for Kraftur members as part of wellness activities ('Ofurkraftur' events).
• ATV ReykjavíkminorGTM or Marketing PartnerProvides ATV (quad bike) experiences for the StelpuKraftur girls' group events.
• Golfhöllin (Golf Hall)minorGTM or Marketing PartnerVenue for 'Kröftug strákastund' (Men's support event) activities.
• SykursalurinnminorGTM or Marketing PartnerVenue for 'Kröftug kvennastund' (Women's support event) and bingo events.
• Eirð (retreat)minorGTM or Marketing PartnerWellness retreat venue for 'Lífið er núna – endurnærandi helgi' (restorative weekend) events for members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• CancerCare: US national non-profit providing free counseling, financial assistance, and educational resources to anyone affected by cancer. Comparable in providing financial grants, counseling, and education, though serving all ages rather than Kraftur's narrow 18–40 band.
• Livestrong Foundation: Large US cancer-support non-profit with broader (all-ages) scope but overlapping services in patient navigation, fertility/financial support, and survivor community. Comparable as an incumbent in the cancer-patient-support category, though its scale and remit are wider than Kraftur's.

Direct peers

• Trekstock: UK charity supporting young adults (20–40) in their 20s and 30s with cancer through physical activity programs, social connection, and tailored content. Comparable age band, lifestyle-oriented programming, and small-team UK/European non-profit scale analogous to Kraftur's Iceland footprint.
• Stupid Cancer: US non-profit for young adults (15–39) affected by cancer, offering peer communities, advocacy, and educational programming. Closely comparable to Kraftur in age-segment focus, peer-support-led model, and advocacy orientation.
• Teen Cancer America: US non-profit focused on adolescents and young adults with cancer, building specialized hospital programs and providing peer support. Directly comparable to Kraftur in age-targeted cancer support mission and service portfolio.
• Young Adult Cancer Canada: Canadian charity supporting young adults (15–39) with cancer through peer connection programs, retreats, and educational resources. Comparable in target demographic, peer-driven service design, and donor-funded non-profit structure.
• Teenage Cancer Trust: UK-based charity dedicated specifically to young people (13–24) with cancer, providing specialist hospital units, peer support, and education resources. Highly comparable to Kraftur in target demographic (young cancer patients), service mix (peer support + financial/educational aid), and donation-funded non-profit model.

Regional players

• Krabbameinsfélag Íslands (Icelandic Cancer Society): Iceland's national cancer society, of which Kraftur is an affiliated member. Operates in the same national market and shared facilities, providing broader (all-cancers, all-ages) support, research funding, and the Bleika Slaufan campaign — Kraftur's specialist young-adult remit sits inside this umbrella.
• Rauði krossinn á Íslandi ( Icelandic Red Cross): Icelandic branch of the International Red Cross, a major domestic non-profit operating on donations and volunteers with a comparable membership/community structure. Useful peer for benchmarking Icelandic non-profit operating model, volunteer mobilization, and donation-revenue mechanics.

Emerging players

• Look Good Feel Better (US): US non-profit supporting people undergoing cancer treatment with beauty/wellness workshops and educational resources. Comparable as a small, donation-funded non-profit providing cancer-patient ancillary services (wellness, self-image support) analogous to Kraftur's Ofurkraftur wellness and StelpuKraftur programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/krafturkrabbamein
• Instagraminstagram.com/krafturkrabbamein
• LinkedInlinkedin.com/company/krafturcancer

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Kraftur Hf.