City Expert
City Expert Global d.o.o. is Serbia's first online real estate agency, operating a commission-free-for-buyers digital marketplace for property sales and rentals in Belgrade, Novi Sad, and Niš, with 360-degree multimedia listings and online agent mediation.
- Company typePrivate
- Founded2015
- HeadquartersBelgrade
- Headcount11–50
- GTM typeB2C
- OfferingServices
What City Expert does
City Expert Global d.o.o. is a Serbian private limited company founded in 2015 and headquartered in Belgrade, positioned as the country's first online real estate agency. The company operates a digital marketplace for residential and commercial property sales and rentals across three Serbian cities — Belgrade (its primary market), Novi Sad, and Niš — using a commission model in which buyers and renters access the service free of charge while property owners (sellers and landlords) and developers pay commissions. The platform differentiates through multimedia property presentations including professional photography, video, 360-degree virtual tours, and interactive floor plans, paired with an online agent mediation system that guides clients through property viewing, negotiation, and contract completion. As of disclosed metrics, the platform reports 1,875,580 daily visits, 365,580 active users, and 195,447 cumulative apartments sold or rented since inception.
The business generates revenue exclusively through transaction-based commissions on owner-side listings, plus a Premium Service tier for enhanced exposure of exclusive listings, and developer commissions on new construction sales facilitated through the Novogradnja portal. The company holds Authorized Seller status for Belgrade Waterfront (a ~$3 billion development with 23+ residential projects) for 2025 and 2026, representing a flagship developer partnership. The company also operates a complementary sub-brand, Kreditni savetnik, providing mortgage advisory services. Go-to-market is digital-first, relying on SEO, content marketing through the company blog, an active TikTok presence, email newsletters, and customer testimonials, with physical offices in all three operating cities for in-person support.
City Expert is registered as a licensed real estate broker with Serbia's Ministry of Trade, Tourism and Telecommunications (Reg. No. 313) and is backed by South Central Ventures (which led disclosed rounds in 2016 and 2017 totaling approximately $1.76M) and the Western Balkan Enterprise Development and Innovation Facility (WB EDIF), an EU-funded SME support program. The leadership team comprises CEO Igor Jović and three founders — Darko Luković (CPO), Milan Todorović (COO), and Stefan Stojanović (CTO) — supported by a 60+ person team. The company is a domestic-only operator with no international footprint and has not pursued additional funding rounds since 2017, indicating a self-funded growth model thereafter.
City Expert firmographics
Firmographics- Name
- City Expert
- Legal name
- City Expert Global d.o.o.
- Website
- https://cityexpert.rs
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- City Expert Global d.o.o. is Serbia's first online real estate agency, operating a commission-free-for-buyers digital marketplace for property sales and rentals in Belgrade, Novi Sad, and Niš, with 360-degree multimedia listings and online agent mediation.
- Ownership category
- akta.pro rank
City Expert industry classification
Industry- Product category
- Online Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industry
- Buyer Representation Services (BPAJAAAJ)
Keywords
Where City Expert is headquartered
LocationHeadquarters
- HQ city
- Belgrade
Offices3 records
Markets served
City Expert business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Commission from property owners (sellers/landlords): City Expert charges commission to property owners (sellers and landlords) who list their properties on the platform. The commission is described as the lowest on the market for property owners. The service is completely free for buyers and renters.
- New construction sales commission: For new construction properties, City Expert facilitates sales directly from developers to buyers without agency commission for buyers, while developers pay commission for the sales facilitation service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free service for property buyers and renters |
| Transaction based/ take rate | Pay-as-you-go | Lowest market commission for property owners |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
City Expert product offering
Product offeringCore offering
City Expert operates Serbia's first online real estate agency, providing an online brokerage platform that connects property buyers, renters, and owners in Belgrade, Novi Sad, and Niš. Property owners (sellers and landlords) list their properties on the platform and pay commission, while buyers and renters use the service for free. Listings feature 360-degree virtual tours, interactive floor plans, professional photography and video, with online agents mediating negotiations from initial viewing through contract completion.
Product overview
City Expert operates as a unified online real estate platform offering property sales, rentals, and new construction services across Serbia. The core City Expert Platform enables commission-free property transactions for buyers and tenants through features including professional photography, video, 360-degree virtual tours, and interactive floor plans. The Novogradnja (New Construction) module provides specialized access to developer properties with legal support and no buyer commission. A Premium Service add-on offers enhanced exposure for exclusive listings. The Belgrade Waterfront sub-brand focuses on the landmark waterfront development with 23 residential projects. The related Kreditni savetnik (Credit Advisor) service provides complementary mortgage advisory.
Differentiator
Problem solved
Functional benefit
Brands
- Kreditni savetnik: A complementary credit advisory service (kreditnisavetnik.rs) offering assistance with housing loans and other credit products, operated by the same company group.
Products and services
- City Expert Platform Online real estate agency platform enabling users in Serbia to buy, sell, and rent properties without commission for buyers and tenants. Includes professional photography, video, 360-degree virtual tours, interactive floor plans, and direct owner communication, with online agents mediating negotiations.
- Novogradnja (New Construction) Dedicated portal section for new construction properties across Serbian cities including Belgrade, Novi Sad, Niš, and tourist destinations such as Zlatibor and Jahorina. Facilitates direct purchase from developers with legal support and zero commission for buyers.
- Belgrade Waterfront (Beograd na vodi) Authorised Sales Authorised seller service for Belgrade Waterfront properties, the $3 billion flagship urban development, offering exclusive access to 23+ residential projects including BW Riva, BW Garden Plaza, BW Sena, and others.
- Real Estate Brokerage Services Licensed real estate brokerage providing property mediation, transaction support, document preparation, legal assistance, and free property valuation for owners selling or renting properties.
Quantifiable outcome
- 195,447+ apartments sold/rented through the platform
- +3 more outcomes
Companies that use City Expert
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
City Expert technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
City Expert partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Belgrade Waterfront (Beograd na vodi)coreCity Expert is an authorized seller for Belgrade Waterfront properties, one of the largest urban development projects in the region worth $3 billion. The company holds 'Authorized Seller 2025' and 'Authorized Seller 2026' status for Belgrade Waterfront, offering exclusive access to new construction properties in this prestigious development.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
City Expert competitors and assessment
Company assessmentDirect peers
- 4zida.rs: Serbian online real estate platform offering listings, search, and agent services. Direct competitor to City Expert in the domestic online brokerage market with overlapping buyer/renter/owner audience.
- Nekretnine.rs: One of the largest Serbian real estate listing portals, aggregating broker and owner listings. Competes with City Expert for property owner listings and buyer/renter attention in the same Serbian urban markets.
- Halo Oglasi: Major Serbian classifieds platform with a substantial real estate vertical. Competes for listing supply and buyer traffic with City Expert, particularly in Belgrade and Novi Sad.
- Indomio: Regional online real estate platform (backed by international media groups) active in Serbia and across the Western Balkans. Offers comparable listing and search functionality and competes for the same online-first user base.
- Imovina.net: Regional online real estate listings platform covering Serbia and neighboring markets. Direct competitor for owner-side listings and buyer/renter traffic.
Regional players
- Njuškalo: Leading Croatian classifieds platform with a dominant real estate vertical. A comparable online classifieds-to-brokerage model in a neighboring Western Balkan market, illustrating the regional competitive set.
- Imobiliare.ro: Romania's largest online real estate portal. Comparable online brokerage/listing model in a larger CEE market and a relevant regional benchmark for monetization and traffic scale.
Broad incumbents
- OLX (Naspers/Prosus classifieds): Global classifieds group with a Serbian real estate vertical. Overlaps City Expert's listing and lead-generation model at a broader, multi-category scale.
- RE/MAX Serbia: Global franchised real estate brokerage operating in Serbia. Competes with City Expert on agent-mediated transactions and owner-side commissions, particularly in the premium segment.
Others
- Kreditni savetnik: Mortgage advisory sub-brand already operated by City Expert itself; included as a thematic peer illustrating the adjacent financial-services ecosystem (and cross-sell opportunity) City Expert could expand into.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
City Expert social profiles
Digital presenceCity Expert financial estimates
Financial estimateRevenue estimate
Valuation estimate
City Expert leadership team
Management profileNumber of profiles
Profiles4 records
City Expert funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
City Expert M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about City Expert
What does City Expert do?
City Expert operates Serbia's first online real estate agency, providing an online brokerage platform that connects property buyers, renters, and owners in Belgrade, Novi Sad, and Niš. Property owners (sellers and landlords) list their properties on the platform and pay commission, while buyers and renters use the service for free. Listings feature 360-degree virtual tours, interactive floor plans, professional photography and video, with online agents mediating negotiations from initial viewing through contract completion.
Is City Expert a public or private company?
City Expert is a private company. It is classified as venture growth investor backed and is currently operating.
When was City Expert founded?
City Expert was founded in 2015. It employs 11 to 50 people.
Where is City Expert based?
City Expert is headquartered in Belgrade.
How does City Expert make money?
Two revenue lines are on record. Commission from property owners (sellers/landlords) is the primary driver. The others are new construction sales commission.
Who are City Expert's main competitors?
Direct peers on record are 4zida.rs, Nekretnine.rs, Halo Oglasi, Indomio and Imovina.net. Regional players are Njuškalo and Imobiliare.ro. Broad incumbents are OLX (Naspers/Prosus classifieds) and RE/MAX Serbia. Kreditni savetnik is listed as an others.
Does City Expert have an API?
No public API is recorded for City Expert.
What industry is City Expert in?
City Expert's product category is Online Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of BPAJAAAJ, Buyer Representation Services. Its NAICS code is 5312 and its SIC code is 6531.