Supernormal
Supernormal AB is a Stockholm-based, IVO-regulated Swedish digital healthcare provider offering subscription-based medical weight-loss programs (GLP-1/GIP) with a licensed physician-led care team, plus standalone biomarker health tests, delivered entirely via its mobile app to Swedish (and soon Finnish) consumers.
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Supernormal does
Supernormal AB is a Stockholm-based, IVO-regulated digital healthcare provider founded in 2020 that delivers medical weight loss and preventive health services to consumers in Sweden (with expansion into Finland underway via pending LVV registration). Its core offering is a subscription-based medical weight-loss program that combines prescription GLP-1 and GIP medications, managed by Swedish licensed physicians, with an in-house multidisciplinary care team — physician, dietitian, personal trainer, and health coach — accessible seven days a week through the Supernormal mobile app (iOS/Android) authenticated via Mobilt BankID. Pricing is individualized via a qualification questionnaire, billed on 4-, 12-, or 24-week cadences through Stripe, with Klarna available for installment payments; a money-back guarantee applies after three months of treatment with monthly weight logging.
The company also sells standalone health tests through its e-commerce storefront: Sn 900 CheckUp (56-biomarker panel priced at 3,995 kr) and Sn 3000 BioAge (9-biomarker biological-age panel priced at 1,995 kr), both with physician-reviewed reports. The technology stack is built on off-the-shelf infrastructure — Stripe and Shopify for payments, Hlthy and Vitec Acute for electronic patient journals, Calendly for consultation scheduling, and Svensk e-identitet / BankID for identity — integrated over a custom care app. National blood sampling is delivered through partnerships with Synlab, Unilabs, and Nightingale Health; medications are dispensed via the Swedish pharmacy network.
Go-to-market is product-led and entirely digital: SEO-optimized content, earned media (Breakit, Dagens Industri, Dagens Medicin, Expressen, SVT), Trustpilot social proof, paid acquisition on Meta and Google in the pre-care zone, an in-house podcast ('Sjuka Fakta'), and a retention-conditioned referral program ('Supernormal Tillsammans') drive consumer acquisition without field sales. The company reports over 10,000 cumulative members and operates with 11–50 employees. No external funding rounds, M&A, or revenue figures are publicly disclosed.
Supernormal firmographics
Firmographics- Name
- Supernormal
- Legal name
- Supernormal AB
- Website
- https://supernormal.health
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Supernormal AB is a Stockholm-based, IVO-regulated Swedish digital healthcare provider offering subscription-based medical weight-loss programs (GLP-1/GIP) with a licensed physician-led care team, plus standalone biomarker health tests, delivered entirely via its mobile app to Swedish (and soon Finnish) consumers.
- Ownership category
- akta.pro rank
Supernormal industry classification
Industry- Product category
- Digital Healthcare Services
- NAICS
- Diet and Weight Reducing Centers (812191)
- SIC
- Services-Health Services (8000)
- akta.pro primary industry
- Medication Adherence & Therapy Management Platforms (refills, reminders, MTM) (HLALAIAG)
- akta.pro secondary industry
- Medical Nutrition Therapy (Registered Dietitian) (HSADAFAE)
Keywords
Where Supernormal is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Supernormal business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Medical Weight Loss Subscription Program: Subscription-based medical weight loss program with recurring billing every 4, 12, or 24 weeks via Stripe. Includes care team access (physician, dietitian, personal trainer, health coach), free health testing, prescription management, and ongoing digital follow-up. The prescribed medication is purchased separately at a pharmacy — not included in the subscription fee.
- Sn 900 CheckUp Health Test: One-time purchase of comprehensive health test (56 biomarkers) at 3,995 kr. Includes physician-reviewed report with personalized recommendations. Sold via Shopify.
- Sn 3000 BioAge Health Test: One-time purchase of biological age test (9 biomarkers) at 1,995 kr. Includes physician-reviewed analysis and personalized recommendations. Sold via Stripe.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sn 900 CheckUp — comprehensive health test with 56 biomarkers and physician-reviewed report |
| One time/ perpetual license | Pay-as-you-go | Sn 3000 BioAge — biological age measurement with 9 biomarkers |
| Subscription | Multi-year contract | Medical Weight Loss Program — individualized subscription with care team, health testing, and prescriptions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Supernormal product offering
Product offeringCore offering
Supernormal is a Swedish digital healthcare provider offering a subscription-based Medical Weight Loss Program that combines GLP-1 and GIP medication treatments with ongoing care team support (licensed Swedish physicians, dietitians, personal trainers, and health coaches) delivered entirely through a mobile app. It also sells standalone health biomarker tests — Sn 900 CheckUp (56 markers) and Sn 3000 BioAge (9 markers) — with physician-reviewed results. All services are delivered digitally with BankID authentication and integrated with partner clinic networks for blood sampling.
Product overview
Supernormal is a Swedish digital healthcare provider offering two main service lines: (1) a subscription-based Medical Weight Loss Program combining GLP-1 and GIP medication treatments with a full care team (physicians, dietitians, personal trainers, health coaches), delivered through the Supernormal App with continuous follow-up; and (2) standalone Health Tests including Sn 900 CheckUp (56 biomarker comprehensive analysis) and Sn 3000 BioAge (9 biomarker biological age measurement), both with physician-reviewed results. All services are delivered digitally with Swedish licensed medical staff and clinic partnerships for blood sampling across Sweden.
Differentiator
Problem solved
Functional benefit
Products and services
- Medical Weight Loss Program Subscription-based medical weight loss program combining GLP-1 and GIP medication treatments prescribed by licensed Swedish physicians with ongoing care team support (dietitians, personal trainers, health coaches), free health testing, prescription management, and continuous digital follow-up. Billed every 4, 12, or 24 weeks; medication purchased separately at pharmacy. For adults (18–75) with BMI ≥30 or BMI ≥27 with comorbidities.
- Sn 900 CheckUp Standalone comprehensive health test analyzing 56 biomarkers covering blood values, blood sugar, lipids, kidney, liver, thyroid, vitamins, inflammation, and prostate markers (for men). Includes physician-reviewed report with personalized recommendations. Priced at 3,995 kr. Marketed as Sweden's largest health test.
- Sn 3000 BioAge Standalone biological age measurement test analyzing 9 biomarkers (CRP, Leukocytes/MCV, Lymphocyte%, RDW, Albumin, ALP, Creatinine, Glucose) to determine biological age and provide health optimization insights. Includes physician-reviewed analysis with personalized recommendations. Priced at 1,995 kr.
- Supernormal App Mobile app (iOS and Android) serving as the primary care delivery platform — consolidating care team chat, weight tracking, progress visualization, personalized articles, and health test results in a single interface. Authenticated via Mobilt BankID; available 7 days/week including weekends.
Quantifiable outcome
- Members lose 0.5–1 kg per week on average (individual results vary)
- +3 more outcomes
Companies that use Supernormal
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Supernormal technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability2 records
Feature4 records
Supernormal partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- SynlabcoreSynlab is one of Supernormal's partner blood sampling clinic networks operating across Sweden. Customers are referred to Synlab locations for blood draws required for health tests and pre-treatment assessments. Synlab's logo appears on the testing clinics page alongside other partner clinic chains.
- UnilabscoreUnilabs is a partner blood sampling clinic network operating across Sweden. Supernormal refers patients to Unilabs locations for blood draws as part of health testing and pre-treatment blood work. Unilabs appears alongside other clinic partners on Supernormal's testing clinic page.
- Nightingale HealthcoreNightingale Health is a partner providing blood biomarker analysis for Supernormal's health tests. Their laboratory services support the Sn 900 CheckUp and Sn 3000 BioAge test analysis. Nightingale Health's logo appears on the testing clinic page.
- StripecoreStripe is the payment provider for the weight loss subscription program (billed every 4, 12, or 24 weeks) and for the Sn 3000 BioAge health test. Handles automatic recurring billing for subscriptions and one-time payments for health tests. Also supports Klarna as a payment method via Stripe.
- ShopifycoreShopify handles payment processing for health test purchases (Sn 900 CheckUp). Customers purchase health tests through Supernormal's Shopify-integrated checkout.
- Svensk e-identitet ABcoreProvides BankID integration for Sweden and FTN (Finnish Trust Network) integration for Finland, enabling secure electronic authentication. Customers log in with Mobilt BankID to access the app and their health data.
- Finansiell ID-Teknik BID AB (BankID)coreBankID is the electronic identification solution used by Swedish residents to securely log in to Supernormal's app and platform. Finansiell ID-Teknik BID AB is the responsible entity for BankID identification and signatures.
- HlthycoreHlthy is the electronic patient journal system used by Supernormal's Swedish healthcare staff for documentation, patient records, and care coordination.
- Vitec AcutecoreVitec Acute is the electronic patient journal system used by Supernormal's Finnish healthcare staff for documentation and care coordination in Finland.
- MetaminorMeta (Facebook/Instagram advertising platform) is used for paid advertising in the pre-care zone (before patient relationship begins), with user consent. Not used within the patient platform.
- GoogleminorGoogle advertising platforms (Google Ads) are used for paid marketing in the pre-care zone (before patient relationship begins), with user consent. Not used within the patient platform.
- GIH (Gymnastik- och idrottshögskolan)minorGIH (The Swedish School of Sport and Health Sciences) appears as a partner on the experts page, possibly related to educational background of team members or research collaboration.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Supernormal competitors and assessment
Company assessmentDirect peers
- Yazen Health: Swedish digital weight-loss clinic offering prescription GLP-1 treatments with physician-led care. Closest direct competitor to Supernormal, operating in the same geography with an overlapping Swedish-language, app-based model.
- Oviva: European digital weight-management and dietitian-led program provider active across the UK, Germany, Switzerland, and France. Comparable in combining medical and dietary support for weight loss, though operating at much larger scale.
- DoktorABC: Online doctor and pharmacy platform operating in Sweden, with weight-loss treatments and prescription fulfillment. Comparable digital prescribing model with same Swedish/European regulatory exposure.
- Zava: UK/German-headquartered online doctor platform offering weight-loss consultations and prescriptions. Competes in the same online weight-management category with similar digital clinical workflow.
- Noom: US-originated digital weight-loss platform combining app-based coaching with psychological and behavior-change programs. Comparable as a subscription digital weight-loss service; Supernormal differentiates with medical prescribing.
- LifeMD: US-based telehealth platform with a dedicated weight-management program (including GLP-1 prescribing). Comparable in combining virtual consultations, prescription medication, and ongoing care for obesity.
Broad incumbents
- Kry (Livi): Major Swedish and European digital healthcare provider offering primary care, mental health, and chronic-condition management. Comparable as a Swedish-registered digital clinic but with a much broader service portfolio.
- Weight Watchers (WW): Global incumbent weight-management brand, now pivoting toward GLP-1-integrated programs (including the Sequence acquisition). Comparable on weight-loss outcomes focus but operates a fundamentally different, much larger-scale model.
Regional players
- Doktor.se: Swedish digital healthcare provider offering primary care and chronic-disease management via app. Comparable in Swedish digital clinical delivery, though weight-loss is not its primary focus.
Emerging players
- Juniper (Eucalyptus): Australian digital health platform offering clinician-led weight-loss programs including GLP-1 prescribing. Comparable vertically integrated digital weight-loss model, though operating in a different geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Supernormal social profiles
Digital presenceSupernormal compliance and trust
Trust signalCompliance4 records
Supernormal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Supernormal leadership team
Management profileNumber of profiles
Profiles6 records
Supernormal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Supernormal 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 Supernormal
What does Supernormal do?
Supernormal is a Swedish digital healthcare provider offering a subscription-based Medical Weight Loss Program that combines GLP-1 and GIP medication treatments with ongoing care team support (licensed Swedish physicians, dietitians, personal trainers, and health coaches) delivered entirely through a mobile app. It also sells standalone health biomarker tests — Sn 900 CheckUp (56 markers) and Sn 3000 BioAge (9 markers) — with physician-reviewed results. All services are delivered digitally with BankID authentication and integrated with partner clinic networks for blood sampling.
Is Supernormal a public or private company?
Supernormal is a private company. It is classified as unknown and is currently operating.
When was Supernormal founded?
Supernormal was founded in 2020. It employs 11 to 50 people.
Where is Supernormal based?
Supernormal is headquartered in Stockholm, Sweden, in the Europe region.
How does Supernormal make money?
Three revenue lines are on record. Medical Weight Loss Subscription Program is the primary driver. The others are sn 900 CheckUp Health Test and sn 3000 BioAge Health Test.
Who are Supernormal's main competitors?
Direct peers on record are Yazen Health, Oviva, DoktorABC, Zava, Noom and LifeMD. Broad incumbents are Kry (Livi) and Weight Watchers (WW). Doktor.se is listed as a regional player. Juniper (Eucalyptus) is listed as an emerging player.
Does Supernormal have an API?
No public API is recorded for Supernormal.
What industry is Supernormal in?
Supernormal's product category is Digital Healthcare Services. Its primary akta.pro industry code is HLALAIAG, Medication Adherence & Therapy Management Platforms (refills, reminders, MTM), with a secondary code of HSADAFAE, Medical Nutrition Therapy (Registered Dietitian). Its NAICS code is 812191 and its SIC code is 8000.