Gubbe

Gubbe is a Finnish care service that assigns a dedicated personal assistant ("Gubbe-avustaja") to elderly and disabled clients, who visits them regularly at home. The service is positioned as a complement to traditional elder care, which the company characterises as fragmented, staffed by rotating caregivers and focused mainly on basic physical needs, leaving families to coordinate care themselves.

Each client receives an individually tailored service plan. Assistants provide companionship and social support, outdoor activity and gentle exercise, help with everyday tasks such as grocery shopping, cooking and eating together, and guidance on everyday technology such as setting up video calls with family or learning to use online shops. Family members receive an update after each visit. The company describes its preventive and activating approach, with goal-directed social interaction, as supporting clients' agency and independence at home for longer.

Business model

Service business delivering in-person assistant visits to private clients; onboarding begins with a free needs assessment call, followed by matching an assistant and an introductory visit, with service typically starting in under a week.

Traction

The company reports customer satisfaction ratings of 4.9/5 on Facebook and 4.7/5 on Google, and publishes client testimonials describing regular assistant visits.