News

PubliX Group today announces the appointment of Alexander Hübel as Chief Executive Officer. The group builds and develops vertical SaaS companies servingthe Nordic public sector and is backed by Aspira Partners.Hübel joins PubliX Group with experience spanning AI, strategy, operations, and M&A. Most recently, Hübel served as COO at DigitalTolk, where the focus included international expansion, acquisitions, and operational scaling. Earlier roles include senior positions at Turbotic, Ericsson, and Ernst & Young.PubliX Group was founded to acquire and develop software companies that provide mission-critical solutions to municipalities, regions, care providers, andother public-service organisations across the Nordics. The group currently includes Tidvis, digiPlant, Aspicore, Koivu Solutions, and Embrace Safety.

Embrace Safety's core product, EMBRACE, is a powerful yet easy-to-use platform used by municipalities, police authorities, and other organizations in their daily crime prevention and safety promotion work. What sets Embrace Safety apart is not just the software, it's the combination of a powerful analytical tool with continuous knowledge support and a genuine partnership approach. Municipalities and authorities don't simply get access to a system, they get a dedicated team that offers guidance, training, and expert support to ensure real, measurable impact in local communities. With this partnership, PubliX Group further strengthens its portfolio of vertical, mission-driven SaaS companies serving the public sector in the Nordics.

The flagship SaaS solution, Sotender, is an easy-to-use mobile app for connecting workers with open shifts. Healthcare providers using the solution reach a greater number of temp workers, while also benefiting from massive cost savings compared to using traditional staffing agencies (e.g. Ostrobothnia Wellbeing Services County has publicly reported annual savings of more than EUR 7 million). Efficient and transparent workforce management practices have also been shown to significantly enhance job satisfaction among healthcare professionals – a true win-win for staff, patients, and providers alike, and a great example of a forward-thinking company that aligns seamlessly with PubliX Group’s vision.

Aspicore provides a dedicated software solution, Apuraha4, for foundations, organizations, unions, universities and public authorities for managing the complete lifecycle of grants – from application to payment. With both Aspicore and digiPlant joining PubliX Group, we are well on our way to create a leading pan-Nordic challenger within grant management software.

We’re excited to share our second partnership: digiPlant, who offers the leading application management system SBS Manager. digiPlant’s solution offers several societal benefits, such as making applications easier and more accessible, drastically shortening application handling processes and thereby increasing the number of grants paid out, while simultaneously reducing fraudulent behavior. This is exactly the kind of value-driven software company that PubliX Group wants to join forces with.

We’re proud to announce our first acquisition: Tidvis, a Swedish SaaS leader in personal care services. With a strong market position and outstanding customer loyalty, Tidvis exemplifies the kind of founder-led innovation PubliX Group exists to support.