This paper explores how the co-creation of well-being services can be implemented in a specific context of a well-being service ecosystem consisting of multiple actors in different roles and positions. We analyse, with the help of two case studies, how the ecosystem challenge the co-creation processes and what kinds of prerequisites need to be taken into account. Our findings indicate that co-creation in the context of well-being ecosystem demands methods enabling multivoicedness and making it visible. Instead of traditional problem-based view the well-being services should rely on empowerment-based orientation.