During the last decades, efforts have been made to increase local support provided to victims of intimate partner violence (IPV) in Sweden. As with other social problems, responsibility to address IPV falls on the municipal personal social services. The present article draws upon data obtained via structured telephone interviews with designated personal social services staff members from a sample of 99 municipalities, focusing on aspects of potential progress in social work with IPV. The results show that successful incorporation of IPV into personal social services largely seems to depend upon the commitment and dedication of individual actors within the organisations. Furthermore, the data indicate that competence in this field depends on personal inclination, with attention to IPV appearing as ‘a matter of choice’. The results are analysed using neo-institutional theory as well as concepts related to social movement studies, with focus on individual agency in organisational change and the potential relevance of IPV as an issue related to gender inequality to gender inequality. The analysis suggests that while IPV social work may challenge institutionalised practises within social services, change may go both ways with IPV being reframed to fit within the established framework of social services.