atHome Group

What atHome Group does

atHome Group S.à.r.l. is a Luxembourg-based digital marketplace operator and the country's #1 property and auto classifieds platform, running four consumer brands — atHome.lu (real estate), Luxauto.lu (used cars and motorcycles), atHome Finance (mortgage brokerage), and Taxx.lu (online tax declaration and optimization) — alongside a dedicated professional portal (professionnels.athome.lu) for agencies and dealers. Its core technology is a set of self-serve web and mobile platforms (iOS and Android) plus supporting tools such as a mortgage simulator, notary fee estimator, and tax optimization app; the stack integrates property search, financing, and tax workflows so that consumers can move through transaction stages within a single ecosystem. The company also operates international sites in France (immoregion.fr) and Germany (athome.de) to capture cross-border commuter and investor demand in the greater Luxembourg region.

The business model is hybrid: recurring subscription fees from real estate agencies and automotive dealers for listing placement (multiple tiers, billed monthly), affiliate/referral commissions from six banking partners on mortgages originated through atHome Finance, and a freemium tax service that monetizes through conversion to paid tax filing and optimization. Go-to-market combines product-led growth on the consumer side with an enterprise field-sales motion targeting agencies and dealers. atHome is privately held; in October 2025, Apax Digital Funds (advised by Apax Partners) agreed to acquire a controlling stake from Mayfair Equity Partners and Oakley Capital, with closing expected in Q4 2025, with the stated aim of enhancing technology capabilities and accelerating growth. Headcount is reported at nearly 70 employees based in Luxembourg's Cloche d'Or district, led by CEO Soufiane Saadi, CRO Mathieu Toussaint, and CPTO Brice Zossi.

Notable commercial tensions: professional subscription price increases of up to 50% in 2024/2025 prompted the withdrawal of more than 50 agencies and coincided with the May 2025 launch of competitor Filia (roughly 30 agencies and ~900 properties), evidence that the company's market-leading position is defensible but not unassailable. atHome's strategic priorities under new ownership are likely to focus on deepening the financial-services attach (mortgages, insurance, tax), scaling the German and French sites, and stabilizing professional-side retention through product and pricing recalibration.

Name

atHome Group

Legal name

atHome Group S.à.r.l.

Website

https://athomegroup.eu

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

atHome Group operates Luxembourg's #1 digital classifieds ecosystem for property and used vehicles, complemented by mortgage brokerage, insurance access, and online tax services, serving consumers, real estate agencies, and automotive dealers across Luxembourg, France, Germany, and Belgium.

Ownership category

akta.pro rank

Product category

Online Classifieds and Marketplace Platforms

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)

Keywords

• Online property classifieds
• Real estate marketplace
• Automotive classifieds
• Mortgage brokerage
• Tax optimization services

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Real Estate Listings - Professional Subscriptions: Subscription fees from real estate agencies and agents for property listing services. Multiple subscription tiers with pricing increases reported up to 50% in 2024/2025.
2. Automotive Listings: Listing fees from car and motorcycle dealers and private sellers on Luxauto platform
3. Mortgage Brokerage Referrals: Free mortgage brokerage service with 6 banking partners, generating referral/commission revenue
4. Tax Services: Online tax declaration and optimization service for residents and cross-border commuters

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels4 records

Core offering

atHome Group operates an integrated digital marketplace ecosystem centered on property and automotive classifieds in Luxembourg and the greater region, supplemented by financial services including mortgage brokerage through 6 banking partners, insurance access, and online tax optimization. Its core offerings include the #1 real estate platform atHome.lu with 50,000+ listings, the Luxauto.lu used car and motorcycle marketplace, the atHome Finance mortgage brokerage, and the Taxx.lu online tax declaration and optimization service. The company serves both consumers via self-serve digital channels and professional agencies/dealers through subscription-based professional portals.

Product overview

atHome Group operates a unified digital ecosystem combining property and automotive classifieds with financial services. The core offering comprises atHome.lu (real estate marketplace with 50,000+ listings), atHome Finance (mortgage brokerage via 6 banking partners), taxx.lu (tax optimization service), and Luxauto (automotive marketplace). These platforms are designed to accompany consumers through all stages of property and vehicle transactions, from search to financing. The ecosystem approach enables cross-service integration, such as mortgage services tied to property listings, while the professional access portal serves agency partners.

Differentiator

Problem solved

Functional benefit

Brands

• atHome.lu: N°1 in Luxembourg real estate - property listings platform available on computer, mobile & tablet with over 50,000 real estate listings.
• atHome Finance
• Taxx
• Luxauto.lu

Products and services

• atHome.lu Real Estate Marketplace Luxembourg's #1 real estate classifieds platform with over 50,000 property listings for buyers, tenants, and investors across Luxembourg, France, Germany, and Belgium, accessible via web, mobile, and tablet. It is the 3rd most visited website in Luxembourg.
• atHome Finance Mortgage Brokerage Free, no-obligation mortgage brokerage service for Luxembourg residents and cross-border commuters, providing access to home loan solutions through 6 banking partners and privileged access to insurance products on the Luxembourg market.
• Taxx.lu Online Tax Optimization Service Online tax declaration and optimization service for Luxembourg residents and cross-border commuters, available via a dedicated mobile app, providing free, detailed tax optimization analysis.
• Luxauto.lu Automotive Marketplace Luxembourg's #1 marketplace for used cars and motorcycles, offering a wide choice of vehicle listings with personalized search capabilities and reaching thousands of daily visitors in the Grand Duchy.
• atHome Professional Access Portal Dedicated professional portal enabling real estate agencies and automotive dealers to manage property and vehicle listings, subscribe to professional plans, and access advertising and subscriber management tools on atHome's platforms.

Quantifiable outcome

• 50,000+ property listings available
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Banking Partners (6 banks)coreStrategic or Co-development PartnerSix banking partners providing mortgage products through atHome's free mortgage brokerage service, enabling users to find loans best suited to their profile.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Immoweb: Belgium's leading real estate classifieds platform. Most direct comparable given atHome's presence in Belgium, similar marketplace model, and shared cross-border property demand in the greater Luxembourg/Benelux region.
• SeLoger: France's largest residential real estate portal, owned by Aviv Group. Direct peer given atHome's French operations (immoregion.fr), overlapping audience of cross-border property seekers, and shared subscription/listings business model.
• Immobilienscout24: Germany's leading real estate platform, part of the Scout24 group. Direct comparable given atHome's athome.de German site, identical subscription listings model, and similar professional agency customer base.
• AutoScout24: Europe's leading used car and motorcycle marketplace. Direct peer for atHome's Luxauto.lu vertical, sharing subscription listings model for dealers and a similar professional customer base.
• Immowelt: German real estate platform and direct competitor to Immobilienscout24. Comparable to atHome's German property operation, sharing subscription pricing models and serving the same cross-border buyer interest.

Broad incumbents

• Leboncoin: France's largest general classifieds marketplace, owned by Adevinta, covering real estate, auto, and jobs. Comparable to atHome as a horizontal classifieds player with property as a key vertical, including cross-border listings from Luxembourg.
• Rightmove: UK's largest residential property portal, publicly listed. Relevant comparable for atHome's subscription listings business model, agency relationships, and marketplace traffic dynamics, though operating in a different geography.
• Idealista: Leading real estate portal in Spain, Portugal, and Italy, recently taken public. Comparable for atHome's subscription-driven listings model and pan-regional marketplace expansion strategy.
• Zillow: US-based residential real estate marketplace and technology platform. Broadly comparable for the marketplace + financial services (mortgage) ecosystem model atHome is replicating at smaller scale.

Emerging players

• Filia: Newly launched Luxembourg real estate platform (May 2025) that recruited 30 agencies and ~900 properties largely in response to atHome's pricing dispute. Emerging direct competitor targeting atHome's core professional supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/athomegroup
• Facebookfacebook.com/athome.lu
• LinkedInlinkedin.com/company/athome-group-s-a-

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about atHome Group