Apricot Assistans AB was established in 2024. Before the organisation began offering its services publicly, groundwork focused on authorisation, structure, responsibility and quality management.
We listen first, taking time to understand the person and their situation before proposing a way forward.
Personal Assistance Should Begin With The Person, Not With A Ready-Made Solution
Why Apricot Exists
Behind Apricot is a shared conviction: a person receiving personal assistance should not need to adapt their life to a standard solution. The assistance is planned with respect for the person’s needs, wishes, communication, relationships and everyday life.
A Note From The CEO
If You Are Looking For Help, You Have Come To The Right Place
If you are reading this page because you are looking for help, either for yourself or a friend or family member in need of personal assistance, you have come to the right place.
At Apricot, we believe in supporting every person’s wish for personalised assistance that supports both physical and mental well-being.
Experience a different approach to personal assistance with Apricot Assistans – one grounded in respect, clear guidance and support shaped around the individual.
Richard Bethell
Co-founder and CEO, Apricot Assistans
What Guides Us
Apricot’s guiding principle is that people should feel secure and have meaningful influence over the personal assistance that shapes their everyday lives.
Our mission is to provide children and adults throughout Sweden with personal assistance that supports their needs and respects their wishes and life situation.
Our vision is to become one of Sweden’s most trusted personal-assistance providers, known for ethical responsibility, consistent high-quality support, and an approach that gives every client meaningful influence over the way their care is provided.
Our Purpose
Our Mission
Our Vision
The Values Behind Our Work
Respect
We meet every person with dignity, integrity and respect for their experiences, boundaries and life situation.
Self-Determination
We design the assistance together with the person and respect their right to influence decisions affecting everyday life.
Responsiveness
We listen attentively, respond and adapt our support when needs, questions or situations change.
Clarity
We make information, expectations and processes as understandable and transparent as possible.
Responsibility
We take responsibility for working ethically, professionally and systematically, and for following up on what we have undertaken.
Experience Behind Apricot
68 years of combined relevant leadership experience
Behind the organisation is a combined 68 years of relevant leadership experience from regulated healthcare companies, care services, personal assistance and quality management.
Richard Bethell, Co-founder and CEO
Richard Bethell has a PhD from University of Oxford and more than 35 years of experience in regulated healthcare and biopharma. His background includes senior international leadership, quality and regulatory processes, and strategic and operational organisational development.
The organisation also brings relevant competence from nursing, care services, personal assistance and operational leadership. Together, this experience strengthens Apricot’s understanding of complex needs, everyday support and responsible operations.
Richard Bethell has a PhD from University of Oxford and more than 35 years of experience in regulated healthcare and biopharma. His background includes senior international leadership, quality and regulatory processes, and strategic and operational organisational development.
The organisation also brings relevant competence from nursing, care services, personal assistance and operational leadership. Together, this experience strengthens Apricot’s understanding of complex needs, everyday support and responsible operations.
Richard Bethell, Co-founder and CEO