atHome Group
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.
- Company typePrivate
- Founded2000
- HeadquartersLuxembourg, Luxembourg
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
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.
atHome Group firmographics
Firmographics- 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
atHome Group industry classification
Industry- 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
Where atHome Group is headquartered
LocationHeadquarters
- HQ city
- Luxembourg
- HQ country
- Luxembourg
- HQ region
- Europe
Offices1 record
Markets served
atHome Group 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
Revenue model
- 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.
- Automotive Listings: Listing fees from car and motorcycle dealers and private sellers on Luxauto platform
- Mortgage Brokerage Referrals: Free mortgage brokerage service with 6 banking partners, generating referral/commission revenue
- Tax Services: Online tax declaration and optimization service for residents and cross-border commuters
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Professional Agency Subscriptions |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
atHome Group product offering
Product offeringCore 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
Companies that use atHome Group
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles5 records
atHome Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
atHome Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Banking Partners (6 banks)coreSix 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
atHome Group competitors and assessment
Company assessmentDirect 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
atHome Group social profiles
Digital presenceatHome Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
atHome Group leadership team
Management profileNumber of profiles
Profiles5 records
atHome Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
atHome Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
atHome Group 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 atHome Group
What does atHome Group do?
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.
Is atHome Group a public or private company?
atHome Group is a private company. It is classified as private equity controlled and is currently operating.
When was atHome Group founded?
atHome Group was founded in 2000. It employs 101 to 250 people.
Where is atHome Group based?
atHome Group is headquartered in Luxembourg, Luxembourg, in the Europe region.
How does atHome Group make money?
Four revenue lines are on record. Real Estate Listings - Professional Subscriptions are the primary driver. The others are automotive Listings, mortgage Brokerage Referrals and tax Services.
Who are atHome Group's main competitors?
Direct peers on record are Immoweb, SeLoger, Immobilienscout24, AutoScout24 and Immowelt. Broad incumbents are Leboncoin, Rightmove, Idealista and Zillow. Filia is listed as an emerging player.
Does atHome Group have an API?
No public API is recorded for atHome Group.
What industry is atHome Group in?
atHome Group's product category is Online Classifieds and Marketplace Platforms. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes). Its NAICS code is 5312 and its SIC code is 6531.