The aim of this paper is to explore how the marketisation of welfare shapes the organisation and provision of shelter services for victims of intimate partner violence. It does so by examining understandings of quality among senior shelter officials in Sweden, a context increasingly shaped by New Public Management reforms, where non-profit, for-profit, and public shelters compete for public funding. Based on interview data, three primary themes emerged: shelter environment, services provided, and the shelter workforce. Most officials stressed the need for a secure, dignified, and home-like setting, but differences also surfaced. Non-profit representatives emphasised counselling for long-term well-being, empowerment, and sustained support, while for-profit officials focused more on collaboration with residents. A recurring topic was prioritising professional staff over volunteers, signalling broader professionalisation trends within shelter work. Concerns were raised about how this shift might impact values traditionally upheld by non-profit shelters. The paper then initiates a critical discussion on how market forces might influence the construction of quality in shelters, with particular attention to non-profits’ financial situation, advocacy work, and core mission. Finally, it underscores the need for further research on marketisation and non-profit shelters, both in Sweden and internationally, in light of evolving welfare systems.