Within the European Union (EU) policy framework, individualisation is cast in terms of self-sufficiency and independence, and coupled to the market activation of all individuals and groups. How will this model be translated into European societies with different histories, policy environments and political actors? I analyse how an individualised system of benefits emerged in Sweden and was anchored in the broader social policy model and discourse of participation parity. Using the Swedish example, I map out the differences between individualisation, participation parity and gender equity, each representing models with different policy goals and outcomes. In the final section of the article, I focus on retrenchment and restructuring in the Swedish welfare state and its impact on the gender participatory model.