An important argument for the introduction of school choice in Sweden, was that independent schools would be a source for innovation. But do independent schools follow traditional patterns of special education, or do they aim for alternative organisational solutions, approaching inclusive education? Here, results from a total population questionnaire of the Swedish independent schools (N = 686; response rate = 79%) are presented. Four hundred written responses to two open-ended questions were received. The responses covered topics such as resource allocation, school descriptions and good practice. Themes and categories were condensed using qualitative content analysis and the results are theorised in terms of special educational perspectives and inclusive education. Results show examples of alternative and inclusive approaches, as well as examples of traditional understanding and organisation of special support within the field. The idea of market competition as a force of innovation is not supported in this material. Marketing and niching of schools can contribute to a less inclusive education system. More research that is both large scale and contextual is needed to understand further how schools cope with contradicting educational ideals and policy when competing for pupils.