UK Acquisition Creates Kry Distribution Base
Kry
The UK matters because it gives Kry something stickier than one off video visits, a workflow product already embedded inside everyday GP operations. Mjog is the software a practice uses to send reminders, outreach campaigns, questionnaires, and follow ups to patients at scale, so acquiring it gave Kry recurring software revenue plus a direct channel into thousands of NHS practices. That makes the UK not just a care delivery market, but a distribution base for broader healthcare SaaS.
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Mjog was already deeply installed before the deal. Kry acquired it in November 2020, and Mjog later described its platform as serving more than 4,000 UK practices. That kind of footprint is hard to win one clinic at a time, and it explains why the UK dominates Kry's software revenue even though Sweden dominates total company revenue.
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The product is concrete. A GP surgery uses Mjog to text appointment reminders, send bulk notices, collect patient responses, and route simple interactions without a phone call. During the pandemic, Mjog said practices sent about 65 million messages in one month, which shows it sits in a high frequency operational workflow, not a nice to have add on.
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This also shows Kry's model is broader than pure teleconsultation. Management has said 60% of UK GP practices use some subset of its tools, and contrasted that with software only players like Doctolib. The idea is to use software to get inside the clinic workflow, then pair that with actual care delivery, where reimbursement pools are much larger than software budgets alone.
The next step is turning that installed base into a fuller clinic operating layer. If Kry can keep expanding from messaging into scheduling, triage, consultation flow, and care delivery, the UK can become the template for a higher margin software plus services model that is harder for telehealth only rivals to copy.