Go Care
- Company typePrivate
- Founded2024
- HeadquartersStockholm, Sweden
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Go Care does
Go Care is a Swedish digital recruitment marketplace and career inspiration platform focused on the elderly care and functional support sectors. Organized as an initiative under Senior Life AB (organisationsnummer 556837-7625) and headquartered in Stockholm, the platform connects job seekers with employers — primarily Swedish municipalities and, increasingly, private care organizations. The service was developed by co-founders Fanny Falkenberg (CFO/COO) and Pernilla Kristoffersson (CEO) as a successor to Seniorval, an information and search service for senior housing and care. In 2024, Go Care formally expanded its scope to include functional support (LSS, personal assistance, HSL) alongside elderly care.
Go Care firmographics
Firmographics- Name
- Go Care
- Legal name
- Senior Life AB
- Website
- https://go-care.se
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Go Care industry classification
Industry- Product category
- Healthcare Recruitment Marketplace
- NAICS
- Employment Placement Agencies (561311)
- SIC
- Services-Employment Agencies (7361)
- akta.pro primary industry
- Childcare & Eldercare Caregiving Platforms (BPAMAHAJ)
- akta.pro secondary industry
- Healthcare Clinical Direct Hire (Nursing/Allied/Physicians) (BPACAFAH)
Keywords
Where Go Care is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Go Care business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Job Posting Services: Go Care publishes job advertisements on behalf of employers (municipalities and care organizations) who order placement announcements through the platform. Employers pay for job posting services.
- Social Media Advertising: Senior Life publishes employer job advertisements on social media platforms on behalf of advertisers who order placement announcements
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Job posting services for employers |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Go Care product offering
Product offeringCore offering
Go Care operates a digital recruitment marketplace connecting Swedish municipalities and care organizations with job seekers in elderly care and functional support sectors. Employers pay for job posting services and access employer branding tools, while job seekers can search, filter, and apply for positions free of charge. The platform also provides career inspiration content, educational guides, and a national employer network for knowledge sharing.
Product overview
Go Care is a digital recruitment marketplace and career inspiration platform for Swedish elderly care and functional support sectors, organized by Senior Life AB. The core offering consists of the Go Care Job Marketplace where employers post jobs and job seekers search for positions, complemented by the Employer Portal providing tools for attraction and recruitment support. Additional products include the Vård&Vibes Podcast and VO-Guiden targeting high school students considering healthcare careers, the Go Care Employer Network for knowledge sharing among member organizations, and specialized features like job alerts (jobbevakning), quick application tools (snabbansökan), pre-boarding materials, and a summer job campaign. The platform serves both as a job board and as an inspiration hub promoting careers in healthcare and care services.
Differentiator
Problem solved
Functional benefit
Products and services
- Go Care Job Marketplace Sweden's digital meeting place for jobs and career inspiration within elderly care and functional support. A recruitment marketplace where employers post job vacancies and job seekers search and apply for positions in healthcare roles.
- Job Posting Services Paid service for employers to publish job advertisements on the Go Care platform. Employers (municipalities and care organizations) order placement announcements and Go Care manages the job posting distribution.
- Go Care Employer Portal Employer-facing platform section providing recruitment marketing tools, candidate attraction resources, and knowledge materials to help Swedish municipalities and care organizations address their staffing challenges.
- Go Care Employer Network Membership-based national network for Swedish care employers to share experiences, best practices, and receive inspiration on competency supply challenges through regular digital network meetings with expert speakers.
- Vård&Vibes Podcast Podcast targeting high school students considering healthcare careers, featuring VO-students sharing experiences about the healthcare program, career paths, and myth-busting content about working in elderly care.
- VO-Guiden (Healthcare Program Guide) Digital guide for high school students about the Vård- och omsorgsprogrammet (healthcare and care program), including career path information, the Vård&Vibes podcast, and an interactive quiz to help students discover if the healthcare program matches their interests.
- Summer Job Campaign Seasonal campaign service helping Swedish care employers recruit summer workers in elderly care and functional support, including promotional materials, event support, and dedicated recruitment marketing.
Quantifiable outcome
- A temporary worker for one week saves approximately 10,000 SEK compared to overtime costs
- +2 more outcomes
Companies that use Go Care
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
Go Care technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature3 records
Go Care partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Vård- och omsorgscollege (VO-College)coreGo Care and Vård- och omsorgscollege jointly drive a campaign to inspire more students to choose the healthcare and care program (VO-program) at high school. The partnership includes a dedicated website, podcast (Vård&Vibes), and educational resources. VO-College is a collaboration between schools, employers, and unions ensuring high-quality education standards.
- Swedish MunicipalitiescoreOver 50 Swedish municipalities and care organizations partner with Go Care to attract qualified candidates. These employers use the platform to showcase their workplaces, post job vacancies, and access recruitment tools and inspiration. Municipalities include Bollnäs, Kungälv, Uddevalla, Stenungsund, Vårgårda, Södertälje, Mjölby, Arjeplog, and many others.
- AdeoCareminorPrivate home care provider participating in Go Care platform to attract nursing staff and showcase career opportunities.
- Ersta diakoniminorFaith-based care organization featuring on Go Care platform to highlight research-based care approaches and career development opportunities.
- VardagaminorPrivate elderly care provider with multiple facilities across Sweden, partnering with Go Care for recruitment marketing.
- Stora SköndalminorNon-profit organization providing support, care, education and research, featuring on Go Care to attract staff to their operations.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Go Care competitors and assessment
Company assessmentBroad incumbents
- ManpowerGroup Sweden: Global staffing and workforce solutions provider operating in Sweden across healthcare, IT, and commercial sectors. Comparable in selling recruitment services to Swedish employers, but competes from a much broader generalist footprint.
- Randstad Sweden: Global staffing leader with a Swedish operation that places candidates across healthcare, elderly care, and industrial roles. Comparable in providing recruitment services to Swedish municipalities and care organizations, but as part of a much broader workforce solutions portfolio.
- TNG (a Sephora company): Swedish recruitment firm specializing in unbiased, skills-based hiring across multiple sectors. Comparable as a Sweden-based recruitment competitor serving the same employer customers, with a similar digital-first approach.
- Academic Work: One of Sweden's largest staffing and recruitment companies, placing young professionals and skilled labor across multiple sectors including healthcare. They serve overlapping employer customers (municipalities, healthcare operators) with a broader portfolio of staffing solutions.
- LinkedIn: Global professional network heavily used by Swedish municipalities and care organizations for recruitment. Comparable as a digital channel for job placement and employer branding, but operates as a broad platform rather than a sector-specialized matching engine.
- Adecco Sweden: Major global staffing firm with Swedish operations spanning healthcare, industrial, and office placements. Comparable employer customer base in Swedish municipalities and care organizations, though from a broader generalist staffing portfolio.
- Novare: Swedish recruitment and staffing group with healthcare and public sector practices. Comparable in placing talent into Swedish municipal and care organizations, but as a broader multi-specialist firm.
- Indeed Sweden: Global job-search platform serving Sweden with broad reach across healthcare and care roles. Comparable marketplace model for connecting job seekers with employers, but without Go Care's healthcare specialization, content pipeline, or municipal network.
Emerging players
- Jobbsprånget: Swedish job and internship platform aimed at connecting newcomers and young talent with Swedish employers. Adjacent in the sense of building a digital recruitment layer in Sweden, with some overlap in entry-level healthcare and care roles.
Direct peers
- Centric Care: Swedish staffing and recruitment firm focused on healthcare and care roles, including nurses, assistant nurses, and care staff. Directly comparable to Go Care's core offering of placing candidates into Swedish elderly care and functional support positions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Go Care social profiles
Digital presenceGo Care financial estimates
Financial estimateRevenue estimate
Valuation estimate
Go Care leadership team
Management profileNumber of profiles
Profiles9 records
Go Care funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Go Care 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 Go Care
What does Go Care do?
Go Care operates a digital recruitment marketplace connecting Swedish municipalities and care organizations with job seekers in elderly care and functional support sectors. Employers pay for job posting services and access employer branding tools, while job seekers can search, filter, and apply for positions free of charge. The platform also provides career inspiration content, educational guides, and a national employer network for knowledge sharing.
Is Go Care a public or private company?
Go Care is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Go Care founded?
Go Care was founded in 2024. It employs 1 to 10 people.
Where is Go Care based?
Go Care is headquartered in Stockholm, Sweden, in the Europe region.
How does Go Care make money?
Two revenue lines are on record. Job Posting Services are the primary driver. The others are social Media Advertising.
Who are Go Care's main competitors?
Broad incumbents on record are ManpowerGroup Sweden, Randstad Sweden, TNG (a Sephora company), Academic Work, LinkedIn, Adecco Sweden, Novare and Indeed Sweden. Jobbsprånget is listed as an emerging player. Centric Care is listed as a direct peer.
Does Go Care have an API?
No public API is recorded for Go Care.
What industry is Go Care in?
Go Care's product category is Healthcare Recruitment Marketplace. Its primary akta.pro industry code is BPAMAHAJ, Childcare & Eldercare Caregiving Platforms, with a secondary code of BPACAFAH, Healthcare Clinical Direct Hire (Nursing/Allied/Physicians). Its NAICS code is 561311 and its SIC code is 7361.