Hemnet
Hemnet is Sweden's largest online real estate classifieds platform, founded in 1998 and headquartered in Stockholm, connecting approximately 200,000 annual property listings with tens of millions of monthly buyer visits via four tiered advertising packages and a network of roughly 5,975 real estate agents.
- Company typePublic
- Founded1998
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Hemnet does
Hemnet is Sweden's largest online real estate classifieds platform, founded in 1998 and headquartered in Stockholm. The company operates a two-sided digital marketplace connecting Swedish property sellers with buyers, hosting approximately 200,000 listings annually and attracting tens of millions of monthly visits. Its customer base is bifurcated: a long tail of individual Swedish home sellers (the company claims 9 out of 10 Swedish sellers use Hemnet) and approximately 5,975 active real estate agents operating across 1,831 brokerage offices. The platform is accessible via hemnet.se and dedicated iOS and Android applications.
Hemnet monetizes listings through four tiered advertising packages - Bas, Plus, Premium, and Max - differentiated by image count, placement, and promotional features (such as the Raketen top-of-search boost and Förnya renewal add-on). A February 2026 product launch, 'Sell First, Pay Later' (Sälj först, betala sen), restructured revenue recognition to occur at sale completion rather than at listing publication. The company is publicly listed on the Stockholm Stock Exchange (ticker HMNTY) under Hemnet Group AB (publ) and is currently led by CEO Jonas Gustafsson. An AI-powered natural language search feature is in testing, and additional product surfaces include Värdeindikation (property valuation), Säljkollen (seller analytics dashboard), broker search, and dedicated sections for new construction and international properties.
The business model is hybrid product-led/self-service for individual sellers and sales-led through agent partnerships. Listed on the Stockholm Stock Exchange and operating in a single domestic geography (Sweden), Hemnet is currently navigating a sharp reversal in financial performance: Q1 2026 net sales declined 24.7% YoY and adjusted EBITDA fell 43.3%, with EBITDA margin compressing from 47.9% to 36.1%. The stock has lost approximately 50% of its value in both 2025 and 2026 year-to-date, short interest reached a record 15.03% of share capital by June 2026, and the Swedish Competition Authority (Konkurrensverket) opened an investigation in June 2026 into the company's dominant position and new payment model.
Hemnet firmographics
Firmographics- Name
- Hemnet
- Legal name
- Hemnet AB
- Website
- https://hemnet.se
- Company type
- Public
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hemnet is Sweden's largest online real estate classifieds platform, founded in 1998 and headquartered in Stockholm, connecting approximately 200,000 annual property listings with tens of millions of monthly buyer visits via four tiered advertising packages and a network of roughly 5,975 real estate agents.
- Ownership category
- akta.pro rank
Hemnet industry classification
Industry- Product category
- Online Real Estate Marketplace
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Online/Virtual Real Estate Auctions (Marketplace Platforms) (BPAJAEAJ)
- akta.pro secondary industries
- Buyer Representation Services (BPAJAAAJ), Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where Hemnet is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Hemnet business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Listing Fees (Advertising Packages): Hemnet charges property sellers for listing advertisements through four tiered packages: Bas, Plus, Premium, and Max. Prices vary based on municipality and listing price. The company launched a 'Sell First, Pay Later' model in February 2026 where revenue is recognized only when a property is sold rather than at listing.
- Add-on Products (Raketen, Fornya): Additional visibility products such as 'Raketen' (rocket boost) that places listings at top of search results for 3-5 days, and 'Förnya' (renewal) that resets listing position.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bas - Entry-level package with essential listing visibility |
| Unit Pricing | Pay-as-you-go | Plus - Enhanced visibility with medium-sized images |
| Unit Pricing | Pay-as-you-go | Premium - Most popular package with large images and free renewal |
| Unit Pricing | Pay-as-you-go | Max - Maximum exposure with premium features |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Hemnet product offering
Product offeringCore offering
Hemnet is Sweden's largest online housing marketplace where property sellers — both individual home owners and professional real estate agents — publish homes for sale via tiered advertising packages (Bas, Plus, Premium, Max) with optional add-ons such as Raketen and AI Search. Buyers browse, save, and contact sellers through web and mobile apps, supported by tools including Värdeindikation (valuation), Säljkollen (seller dashboard), and an AI-driven search assistant, with a deferred-payment commercial product ("Sell First, Pay Later").
Product overview
Hemnet is Sweden's largest real estate listing platform, operating a multi-tiered advertising model with four subscription packages (Bas, Plus, Premium, Max) differentiated by visibility, image count, and promotional features. The platform offers value-added services including AI-powered search, property valuation tools, broker matching, and the innovative 'Sell First, Pay Later' payment model. Additional services include Säljkollen (seller analytics), Raketen (promotional boost), listing renewals, and specialized sections for new construction and international properties. The ecosystem is accessible via web, iOS, and Android applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Hemnet Bas listing package Entry-level advertising package on Hemnet for private home sellers and brokers; provides baseline placement and visibility for a published residential property listing on Sweden's largest housing marketplace.
- Hemnet Plus listing package Mid-tier advertising package on Hemnet offering enhanced visibility and exposure above Bas; targeted at private sellers and brokers who want a step-up in promotion for their property listing.
- Hemnet Premium listing package High-exposure listing package on Hemnet aimed at professional brokerages and agents running prominent brokerage-managed listings; provides premium placement within the marketplace.
- Hemnet Max listing package Top-tier advertising package on Hemnet providing maximum marketplace exposure and prominence, used by brokerages and aggressive private sellers competing for buyer attention in Sweden.
- Raketen add-on Advertising add-on / boost product that temporarily elevates a Hemnet listing's visibility on the platform; purchased separately on top of a Bas, Plus, Premium, or Max package to accelerate buyer reach.
- Hemnet AI Search (hemnet-ai) AI-powered conversational home-search assistant that lets buyers describe desired homes in natural language and refines discovery results on Hemnet.
- Värdeindikation (property valuation tool) Automated valuation tool on Hemnet providing an indicative market value for Swedish residential properties; used by sellers to inform pricing and by buyers to assess listed homes.
- Säljkollen (seller dashboard) Dashboard for Hemnet sellers that tracks listing performance, leads, and KPIs; serves both private sellers and brokerages running multiple listings.
- Sell First, Pay Later invoicing offering Deferred-payment invoicing offering that lets private sellers on Hemnet buy advertising packages and pay later rather than upfront, smoothing cash flow around the sale of a home.
Quantifiable outcome
- 9 out of 10 Swedish home sellers advertise on Hemnet
- +3 more outcomes
Companies that use Hemnet
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Hemnet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature4 records
Hemnet partnerships and signals
Strategic signalScale indicators11 records
Recent moves7 records
Expansion highlights6 records
Hemnet competitors and assessment
Company assessmentDirect peers
- Rightmove: UK's largest property portal with dominant market share among estate agents and home sellers. Direct functional parallel to Hemnet - listing-fee monetization, agent distribution model, and property valuation tools. Best comparable for marketplace economics.
- Booli: Swedish property search platform directly competing with Hemnet domestically. Same target market (Swedish home buyers/sellers and agents) and overlapping listing inventory. The most direct domestic competitor relevant to Hemnet's competitive dynamic.
- Immobilienscout24: Germany's leading real estate marketplace with subscription-based agent listings. Closest geographic and structural analog in DACH region - dominant listing platform with tiered agent packages and strong network effects.
- Idealista: Leading property portal in Spain, Portugal, and Italy operating the same listing-fee / agent-channel model. Comparable marketplace economics and dominant regional positioning.
- Zoopla: UK property portal competing head-to-head with Rightmove using similar agent-subscription and consumer-listing models. Directly comparable on revenue model, agent relationships, and value-added data products.
- Realtor.com: US residential property portal operated by Move Inc. (News Corp) with similar listing monetization and broker/MLS relationships. Comparable in marketplace structure, though operating in a more fragmented US market.
Broad incumbents
- Zillow: US-based real estate marketplace with broader consumer services (mortgages, iBuying, Premier Agent). While primarily US-focused, it shares Hemnet's marketplace fundamentals and product feature set (Zestimate, dashboards, agent directory). Useful comparable for valuation multiples and AI/product roadmap.
Emerging players
- Leboncoin: French generalist classifieds platform with a significant real estate vertical competing with dedicated property portals. Demonstrates the alternative model where real estate listings sit inside a broader horizontal marketplace - relevant as Hemnet faces challengers using the horizontal classifieds approach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hemnet social profiles
Digital presenceHemnet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hemnet leadership team
Management profileNumber of profiles
Profiles6 records
Hemnet funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hemnet 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 Hemnet
What does Hemnet do?
Hemnet is Sweden's largest online housing marketplace where property sellers — both individual home owners and professional real estate agents — publish homes for sale via tiered advertising packages (Bas, Plus, Premium, Max) with optional add-ons such as Raketen and AI Search. Buyers browse, save, and contact sellers through web and mobile apps, supported by tools including Värdeindikation (valuation), Säljkollen (seller dashboard), and an AI-driven search assistant, with a deferred-payment commercial product ("Sell First, Pay Later").
Is Hemnet a public or private company?
Hemnet is a public company. It is classified as public and is currently operating.
When was Hemnet founded?
Hemnet was founded in 1998. It employs 101 to 250 people.
Where is Hemnet based?
Hemnet is headquartered in Stockholm, Sweden, in the Europe region.
How does Hemnet make money?
Two revenue lines are on record. Listing Fees (Advertising Packages) is the primary driver. The others are add-on Products (Raketen, Fornya).
Who are Hemnet's main competitors?
Direct peers on record are Rightmove, Booli, Immobilienscout24, Idealista, Zoopla and Realtor.com. Zillow is listed as a broad incumbent. Leboncoin is listed as an emerging player.
Does Hemnet have an API?
No public API is recorded for Hemnet.
What industry is Hemnet in?
Hemnet's product category is Online Real Estate Marketplace. Its primary akta.pro industry code is BPAJAEAJ, Online/Virtual Real Estate Auctions (Marketplace Platforms), with a secondary code of BPAJAAAJ, Buyer Representation Services. Its NAICS code is 5312 and its SIC code is 6531.