STRATEGY
Achieving long-term growth
AddLife’s strategy is based on market‑leading positions, operational agility and growth through acquisitions, and builds on the Group’s business model, culture and values.
With the vision of improving people’s lives by being a leading value‑creating partner in Life Science, AddLife has developed a strategic platform that reflects both the proven business model and the company’s values.
AddLife's strategy
1. Lead the market
To achieve stable earnings growth and long-term profitability, it is crucial to be market‑leading in selected niches. To reach this goal, the businesses aim to:
- create value and build market‑leading positions in selected niches
- act as qualified suppliers and advisors to customers in defined areas
- strengthen sales through close relationships with customers, manufacturers and suppliers, and by providing a continuously updated portfolio of high‑quality, market‑leading products
2. Operational mobility
High operational mobility enables AddLife to adapt quickly to change and create favourable conditions for business and profitability growth. To achieve this goal:
- the subsidiaries act quickly and flexibly to capture new business opportunities in their local markets
- AddLife, in its role as an active and long‑term owner, develops the business as a whole through clear targets, follow‑up and support on strategic matters
3. Growth through acquisitions
Alongside organic growth, acquisitions are a central part of AddLife’s model for long‑term earnings growth. To ensure a sustainable and value‑creating acquisition agenda:
- AddLife continuously looks for new Life Science companies that hold leading positions in selected niches
- AddLife applies a structured acquisition process based on extensive experience of both corporate acquisitions and the markets in which the Group operates, and which is continuously refined
- AddLife further develops the acquired subsidiaries over the long term, with a focus on profitable growth, strengthened market position and integration into the Group’s culture and ways of working
STRATEGIC INITIATIVES
AddLife has defined six strategic initiatives based on the Group’s competitive advantages, scale and market presence.
European market coverage
AddLife’s unique European presence, combined with active internal networking and cooperation, creates opportunities for broader dialogue and closer collaboration with new, strategically selected suppliers. This also increases the Group’s ability to identify and benefit from international market trends, as well as access to a larger market in which to identify the most attractive acquisition opportunities.
Value and productivity selling
AddLife strives to identify more product and service offerings that help customers create more efficient processes and thereby achieve more with existing staff and available resources. The companies contribute to greater efficiency in healthcare and research and to reducing waiting lists. A strong service organisation is critical for new technology to function at the customer and deliver the intended productivity gains.
Digital solutions
AddLife is expanding its offering in digital solutions, either as stand‑alone products or in combination with other products and services in the portfolio, and is increasingly using digital solutions to improve the efficiency of its business operations. In parallel, work on IT security is being continuously strengthened. Solutions based on artificial intelligence are being implemented in parts of the portfolio offering and are also used internally to increase efficiency.
Own products
Based on deep customer understanding and close customer relationships, AddLife leverages the potential of selling and marketing its own products through internal market channels. This can be an important component of a product portfolio that is relevant for the customer group and can also help improve margins. In 2025, for example, we strengthened our offering of proprietary products in orthopaedic surgery through an acquisition.
Service offering
AddLife aims to expand its range of services in order to strengthen customer relationships, increase its differentiation and enhance customer value. AddLife provides advanced products that improve clinical outcomes, streamline processes and develop new treatment methods. These advanced products require qualified training, service and support for users. The companies within AddLife devote substantial effort to this, which is a prerequisite for being a trusted supplier of advanced products. The high level of service also creates loyalty, differentiation and a potential for high and stable market shares in areas with strong margins.
Acquisitions in selected segments
The Group actively seeks acquisition candidates in priority growth segments and geographies – preferably small and medium‑sized stand‑alone companies or add‑on acquisitions with attractive margins. The subsidiaries’ unique networks in local markets and their solid product expertise are major assets in this work, together with AddLife’s strong culture and proven, continuously improving processes and methods. In 2025, we completed three acquisitions in the priority growth segments of molecular biology, advanced instruments for laboratory analysis and orthopaedic surgery.