Abel picks Gothenburg - targets growth in tech-savvy Sweden

Norwegian health and technology company Abel has expanded into Sweden as its look to shape the future of workplace health. The company has chosen Gothenburg as its base for expansion.

Olof Kullberg, managing director of Abel in Sweden.

Founded in 2017 as a spin off from the University of Tromsø, Abel now employs more than 130 people. It works to reduce the costs of ill health and improve employee well-being, through an approach that combines digital tools with personal consultations from health counselors. Nordea, Jysk, Oslo University Hospital and the City of Oslo are among the organisations it has supported.

Olof Kullberg, managing director of the new Swedish subsidiary, sees good potential for Abel in Sweden, the Nordic’s largest market.

“We see that the challenges related to sickness absence are at least as significant in Sweden as they are in Norway. The Swedish market is ideal for us, as it is highly digitalised and there is strong readiness for innovative solutions that can actually demonstrate results – both in human and financial terms,” says Olof Kullberg.

The firm is currently building its Swedish organisation in Gothenburg and aims to expand rapidly, according to Kullberg. The company is looking for new partners and is actively hiring.

Gothenburg is a real hub of innovation and industry, with a progressive public sector. It is the perfect base for reaching decision makers who are willing to think differently about health in order to create long term sustainability within their organisations,

- Olof Kullberg, managing director of Abel in Sweden.

Looking to connect with like-minded people and companies

Abel has moved into GoCo Health Innovation City, the city’s dense cluster that gathers thousands of researchers, life science professionals and entrepreneurs. The area is a leading Swedish hub for research and innovation in precision and preventive healthcare. It is continually expanding and new initiatives such as an elite training and research facility, part of the new GoCo Active building, are further strengthening this position.

Garmin, a collaboration partner of Abel, is among the 100 companies and organisations based at GoCo.

“Our collaboration with Garmin is a key part of our data driven approach. By connecting their wearables to our platform, we can give people tailored support based on real, measurable data. It’s all about helping individuals make informed decisions about their own health,” says Olof Kullberg.
He adds:

“We chose to set up at GoCo as we hope to find collaboration opportunities, and above all, to connect with like minded people. By working together, we can make our product even better and support more individuals.”

Collaborated with Sweden’s investment promotion agencies

To facilitate the expansion into Sweden, Abel has connected with support organisations in the region, including Business Sweden and Business Region Göteborg.

“They’ve been fantastic partners who genuinely want you to succeed, and they’ve helped us get into the right networks. Their commitment has given us both confidence and a flying start on the Swedish market,” says Olof Kullberg.

Our investment advisor Iris Öhrn, who has assisted Abel with its expansion, explains:

“Beyond regional promotion and the initial company registration and set up, our support truly begins once a company lands here. For Abel, we have opened doors to the right networks in West Sweden and created meaningful connections that accelerate their integration. We’ve introduced them to other GoCo residents with synergistic interests, linked them to regional platforms like AllAgeHub where their expertise can make a significant difference; and even explored ideas for a new seminar program to showcase their added value and complementarity within the ecosystem.”