Addressable market

Finland’s healthcare system is undergoing a transition. The population is aging, care deficit is increasing, and resources are scarce in a fee-for-service market. The role of the privately funded market is is becoming increasingly significant.

All of the Pihlajalinna Group's business operations are in Finland. Pihlajalinna’s core market is estimated to be approximately €3.5 billion and is expected to grow by 3–4 per cent between 2024 and 2030. The market comprises publicly funded healthcare services, privately funded healthcare services, and occupational healthcare.

Population aging, rising overall costs, and lengthening queues for specialised care are creating significant pressure on healthcare. Common chronic diseases increase sick leave and drive the need for preventive care.

Overall healthcare costs are growing by about three percent annually in real terms, challenging insurance companies, employers, and the public sector to find ways to manage expenses. In this environment, the importance of efficient and needs-based customer guidance is becoming increasingly evident.

The private sector produces more than half of all appointments with physicians. According to the occupational health statistics of Kela, approximately 2.1 million workers are covered by occupational healthcare services, and private clinics are the most significant providers of occupational healthcare services. According to the health insurance statistics of the financial sector, over 1.3 million Finns have private medical expenses insurance.

There are significant challenges in access to non-urgent specialised care. The percentage of patients waiting for access to care for more than six months increased from 15.5 per cent to 17 per cent in 2024. In August 2025, approximately 150,000 patients were waiting for access to non-urgent specialised care in the wellbeing services counties.