En friendligare värld börjar med dig
Friends (friends.se) scores 78 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among Non-profit brands, Education brands, in the 65th percentile of 20195 Non-profit brands.
Friends is a Swedish non-profit organization founded to combat bullying and create a safer everyday life for children. It works with children, adults, schools, and sports associations, providing education, tools, and knowledge to help adults understand children's realities, including their digital communication and social dynamics. Friends positions itself as a leading anti-bullying organization in Sweden, engaging parents, educators, and donors in its mission to protect children and young people.
| Brand Name | Friends |
|---|---|
| Domain | friends.se |
| Industry | Non-profit, Education |
| Founded | 1999 |
| Main Competitors | BRIS (82/100), Rädda Barnen (80/100), UNICEF Sverige (77/100), Childhood, Majblomman (77/100) |
Moz Domain Authority 44/100 vs category average 48 / leader 97 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #1,087,223 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Friends appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "En friendligare värld börjar med dig. Ditt engagemang är avgörande för att skapa trygghet för alla barn." (Meta description: 17 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Nginx, WordPress.
Social footprint: verified profiles on X (Twitter), Instagram, YouTube, GitHub; no detected presence on LinkedIn, Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Friends?", Claude could identify the brand as of October 2026. Friends is a Swedish non-profit organization that works to prevent bullying and promote children's and young people's rights, primarily through training programs for schools and sports associations. Best known for Anti-bullying work and education in Swedish schools and youth sports.
When asked "Best brands similar to Friends?", Claude would recommend Friends as of October 2026. It's one of Sweden's best known anti-bullying organizations, so I'd mention it if someone asked about similar nonprofits focused on children's welfare and bullying prevention.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Friends's main competitors in Non-profit: BRIS (82/100), Rädda Barnen (80/100), UNICEF Sverige (77/100), Majblomman (77/100).
Sources: Brand Analyzer scan
Friends has limited AI-search visibility, scoring 41/100 on Brand Analyzer's AI visibility composite (visibility 35, trust 46, recommendation 45). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Friends official site
Friends was founded in 1999. Friends operates in the Non-profit category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Friends works to prevent bullying by engaging children, adults, schools, and sports associations. It provides education, practical tools, and knowledge to help adults understand children's realities, including their digital language and social dynamics, aiming to create a safer everyday life for all children.
Sources: Friends official site
Friends scores 45/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Friends official site
Friends offers educational programs, training, and practical tools designed to help adults, schools, and sports associations understand and prevent bullying among children. Its services focus on raising awareness of children's digital communication and social dynamics to support safer environments for young people.
Sources: Friends official site
Friends is a Swedish non-profit organization established to fight bullying and promote safety for children and young people. It operates in the non-profit and education sectors, working with schools, sports associations, parents, and donors to create a safer everyday environment for children.
Sources: Friends official site
Friends can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Friends official site
Friends' programs and resources are used by parents, teachers, schools, and sports associations in Sweden, as well as donors who support its mission to prevent bullying and protect children and young people.
Sources: Friends official site
Friends is known for its long-standing anti-bullying work in Sweden, having campaigned against bullying since the late 1990s. It is recognized for developing educational tools and resources used by schools and sports associations to foster safer environments for children.
Sources: Friends official site
Friends scores 41/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Friends has a limited AI-visibility profile at 41/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is trust (46/100) and its weakest is visibility (35/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #1,087,223 (Tranco) and a Moz Domain Authority of 44/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Friends from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Friends: Friends of the Earth Europe (78/100), Fresno Pacific University (78/100), Florida Rural Legal Services, Inc. (78/100), Free Software Foundation (78/100).
A step up - brands to learn from: ZLTO (81/100), Zero Project (81/100).
Category leader: Change.org (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.