Editing PHKG Business Opportunities (section)

=== Market Context ===

'''Corporate wellness market:''' Estimated $61B globally (2024), growing 7-8% annually.

'''Existing players:'''
* '''Neko Health''' (Sweden, $2.55B) — full-body scanning, launched B2C but trajectory toward employer contracts. If Neko builds their own B2B data platform, the "PHKG backend" partnership is competing with their in-house roadmap.
* '''Nightingale Health''' (Finland, public) — blood test biomarker platform. Already sells to employers. Less a partner, more a competitor to the data-tracking layer.
* '''Wellhub/Gympass''' (Brazil/US) — fitness/wellness platform. Not health data.
* '''Virgin Pulse / Personify Health''' — enterprise wellness. Generic, not data-centric.
* '''Norwegian BHT providers:''' Stamina Helse, Avonova, Falck Helse, Synergi Helse. Regulated occupational health services sector under Arbeidsmiljøloven. Already do periodic employee health screenings, sell to employers, have multi-year contracts. They collect screening data but don't structure it well. The realistic play in Norway is partnering with or selling into BHT providers, not bypassing them. (Primary sources to confirm: Arbeidstilsynet, Helsedirektoratet.)
* '''Insurance-bundled:''' Storebrand Helse, If, Tryg, Fremtind increasingly bundle preventive screening with employer health insurance. Missing from earlier wiki analysis.