Proetica

What Proetica does

Proetica AB is a Stockholm-based, founder-owned consulting firm established in 1998 by Sten Philipson, a Professor of Ethics and Value Research. The firm advises Swedish enterprises and public-sector bodies on formulating, anchoring, and operationalizing corporate values, ethical guidelines, and values-based leadership. Its client base spans government agencies and municipalities (notably Boverket and Tyresö kommun) and mid-sized private companies across construction, automotive, manufacturing, HR, and media.

The firm's core offering is built around a proprietary methodology stack. DIAFLEX is an electronically administered, academically validated survey instrument developed with Karolinska Institutet and Uppsala Universitet that measures employee values, perceived management values, and organizational health, producing numerical indices of value consonance and dissonance. ETIKFORUM is a structured, handbook-based dialogue method run in study circles of 7–8 participants to translate abstract values into local ethical operating rules. These sit alongside NMI climate surveys, leadership development programs, culture development programs, and a book authored by the founder. Services are sold as bespoke, project-based consulting engagements on quote-based, multi-year contracts.

Go-to-market is sales-led and direct: the firm markets through its website content, organic social media (LinkedIn, Facebook, Instagram), and a referral network built on 25+ years of referenceable engagements. Operations are confined to a single Stockholm office serving clients across Sweden; no international expansion, external funding, M&A, or headcount disclosures are present in the available data.

Name

Proetica

Legal name

Proetica AB

Website

https://proetica.se

Company type

Private

Founded year

1998

Operating status

Operating

Short description

Proetica is a Stockholm-based consulting firm, founded in 1998 by Professor Sten Philipson, that advises Swedish enterprises and public-sector organizations on values-based management, corporate culture, and ethics using proprietary validated tools such as DIAFLEX and ETIKFORUM.

Ownership category

akta.pro rank

Product category

Management Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI)

Keywords

• Organizational culture consulting
• Values-based management
• Corporate ethics advisory
• Leadership development programs
• Employee climate surveys

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Core revenue stream from consulting engagements, education programs, supervision, and seminar activities related to corporate culture and values-based management development.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Proetica is a Stockholm-based consulting firm that helps organizations formulate, anchor, and implement a values foundation and develop a values-driven corporate culture. Its core services include values foundation development, corporate culture development programs, value-based leadership training, employee and climate surveys, business ethics consulting, and proprietary tools such as the DIAFLEX culture diagnostic and the ETIKFORUM ethical dialogue study circle. Engagements are sold as bespoke consulting projects to enterprises, municipalities, and government agencies across Sweden.

Product overview

Proetica is a consulting firm offering advisory services for organizational values, corporate culture, and ethics. The core portfolio consists of consulting services and proprietary methodologies, including: (1) Ta fram en värdegrund for values foundation development; (2) Utvecklingsprogram för företagskultur for culture development; (3) Utvecklingsprogram för värdebaserat ledarskap for leadership training; (4) NMI och klimatundersökningar for employee surveys; (5) DIAFLEX, a scientifically validated survey instrument for culture diagnosis; (6) ETIKFORUM, a self-instructional handbook for ethical dialogue in teams; and (7) Företagsetik for business ethics consulting. The offerings are delivered as advisory and training engagements rather than standalone software products. The company also publishes a book by its founder Sten Philipson.

Differentiator

Problem solved

Functional benefit

Products and services

• Ta fram en värdegrund (Values Foundation Development) A consulting service that helps organizations formulate, anchor, and implement a clear values foundation consisting of defined core values, a values-based vision, and action principles that support leadership and daily operations. For businesses, government agencies, and municipalities seeking a structured values framework.
• Utvecklingsprogram för företagskultur (Corporate Culture Development Program) A structured program to develop a values-driven corporate culture, including identifying core values, creating a values-based vision and measurable goals, and developing rules for internal collaboration. Aimed at leadership teams that want to align culture with strategy and results.
• Utvecklingsprogram för värdebaserat ledarskap (Value-Based Leadership Development Program) A leadership training program that equips managers to practice value-based leadership, linking ethics, efficiency, and employee engagement in daily operations. Targeted at managers and leadership teams in organizations that want to operationalize stated values.
• NMI och klimatundersökningar (NMI and Climate Surveys) Scientifically designed employee surveys that measure work environment, leadership, and organizational culture across areas such as influence, communication, work demands, community, management, executive leadership, change management, goals, quality, and development. Used by organizations that want a structured diagnostic of organizational climate.
• DIAFLEX (Corporate Culture Diagnostic) A scientifically validated electronic survey instrument that diagnoses corporate culture by measuring employees' actual values, their perception of managers' values, and organizational health, providing a picture of value consonance or dissonance (horizontal and vertical). For organizations undertaking culture transformation.
• ETIKFORUM (Ethics Forum Study Circle) A self-instructional handbook and structured dialogue method that helps managers and employees create ethical action rules for daily operations, formulated through study circle sessions of 7-8 participants meeting 3-5 times per term. Outcomes include local policies, codes of conduct, and internal/external interaction guidelines.
• Företagsetik (Business Ethics Consulting) A consulting service to formulate, anchor, and apply ethical guidelines that permeate daily operations, strengthening culture, leadership, and internal/external relationships through codes of conduct. For organizations that need a structured ethics program.

Quantifiable outcome

• Reduces errors and reduces costs for deficiencies and damages by promoting good project culture
• +2 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Karolinska InstitutetcoreStrategic or Co-development PartnerCollaborative development of DIAFLEX analysis instrument with researchers from Karolinska Institutet. The partnership contributed scientific validation and academic rigor to the corporate culture assessment tool. Researchers from the institute were involved in constructing and testing DIAFLEX.
• Uppsala UniversitetcoreStrategic or Co-development PartnerCollaborative development of DIAFLEX analysis instrument with researchers from Uppsala Universitet. Partnership provided additional academic credibility and methodological expertise in validating the corporate culture measurement tool.
• BoverketcoreStrategic or Co-development PartnerBoverket (Swedish National Board of Housing, Building and Planning) commissioned Proetica to conduct a comprehensive scientific study of culture in Swedish construction projects. Proetica developed a national action plan and guidance document for improving construction project culture. This resulted in published guidelines on the Boverket website.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Potential Park: Sweden-based employer branding and employee experience research/consulting firm with adjacent culture-attractiveness offerings. Comparable as a Nordic specialist in employer/culture perception with overlapping buyer base.

Broad incumbents

• DDI (Development Dimensions International): Global leadership development and assessment firm offering validated leadership and culture tools for enterprises. Comparable through scientifically validated assessment methodology similar to Proetica's DIAFLEX.
• Korn Ferry: Global organizational consulting firm with leadership development, talent management, and culture transformation services. Competes for the same enterprise values-and-leadership engagements but at much greater scale.
• McKinsey & Company (Organization Practice): Global management consulting firm with a dedicated Organization practice covering culture transformation, leadership development, and change management. Overlaps with Proetica's offerings at the high end of the market with much larger resources.
• FranklinCovey: Global leadership and culture consultancy offering training programs and frameworks (e.g., The 7 Habits) for values-based leadership. Comparable through structured leadership/culture methodology, distributed at much larger scale.
• BTS Group: Sweden-headquartered global strategy execution and leadership development consulting firm. Comparable through Nordic roots, leadership/culture practice, and use of proprietary assessment methodologies.

Others

• RISE Research Institutes of Sweden: Swedish state-owned research institute providing applied research, including work environment and organizational development studies. Comparable as a Swedish institutional partner for research-validated culture work, often engaged by similar public-sector clients.

Direct peers

• Great Place to Work Sweden: Operates in the same Swedish culture/engagement measurement space, providing workplace culture assessments, certification, and advisory to enterprises. Comparable to Proetica's NMI/climate surveys and DIAFLEX culture diagnostic offerings.
• Ennova: Swedish management consulting firm focused on culture, engagement, and employee experience work for Nordic organizations. Directly comparable to Proetica in service portfolio (surveys, culture diagnostics, leadership programs) and geographic focus on Sweden.

Regional players

• Kairos Future: Sweden-based strategy and foresight consultancy with adjacent culture, leadership, and organizational development practices. Comparable through shared Nordic client base and research-driven consulting methodology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Proetica