The health and social care group, Pihlajalinna, is the biggest (and arguably hardest to pronounce) name in Finnish outsourcing. It opened its first joint venture with Jämsä in 2010 and now receives 55% of its sales through this model. But the Finnish Sote reform, which will totally reshape the market, is fast approaching. Still, Aktan claims that Pihlajalinna, a weak consumer brand, will adapt to freedom of choice and the end of outsourcing as he knows it.