atHome.lu
- Company typePrivate
- Founded2000
- HeadquartersLuxembourg, Luxembourg
- Headcount—
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What atHome.lu does
atHome.lu is the leading online real estate advertising portal in Luxembourg and the Greater Region, founded in 2000 and headquartered in Luxembourg City. The company operates a vertical marketplace that connects individual property seekers with real estate agencies and agents, supported by professional tools and a multi-brand service ecosystem. Its core product is the atHome.lu consumer portal (1.5 million monthly visits, 30 million monthly page views, 95% brand awareness among Luxembourg residents), which lists residential properties for sale and rent and provides interactive valuation, mortgage simulation, and lead-routing tools. On the supply side, agencies publish listings through the atHomePro professional portal via subscription tiers; agencies are acquired through direct sales and partnership channels and onboarded with a starter kit, mandate capture products, and access to proprietary market data (atHome Data). The platform is delivered through a web stack with native iOS and Android applications and integrates third-party distribution partnerships with RTL Luxembourg, Google, and Facebook (Audience Extension).
The business model combines (1) recurring agency subscription fees for unlimited property listings and premium formats, (2) display advertising across the atHomeGroup ecosystem of ~3 million monthly visits, (3) mortgage brokerage commissions earned by atHome Finance on loans originated through partner banks (with 95% of verified buyers obtaining financing), and (4) mandate capture services where agencies pay for featured placement in the valuation tool. The atHomeGroup ecosystem extends beyond real estate into adjacent verticals: atHome Finance (mortgage brokerage with 150+ partner agencies), Luxauto (automotive portal with 600,000 monthly visits), Taxx (real estate tax advisory), atHome Assurance (home insurance), and atHome Property Advisor. The company also publishes a biannual market magazine and runs an atHome Business Club for professional clients. As of October 2025, atHome Group is majority-owned by Apax Digital following its acquisition of the controlling stake from Mayfair Equity Partners and Oakley Capital.
atHome.lu firmographics
Firmographics- Name
- atHome.lu
- Legal name
- atHome Group S.à R.L.
- Website
- https://athome.lu
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Ownership category
- akta.pro rank
atHome.lu industry classification
Industry- Product category
- Online Real Estate Marketplace
- NAICS
- Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (531210)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)
- akta.pro secondary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
Keywords
Where atHome.lu is headquartered
LocationHeadquarters
- HQ city
- Luxembourg
- HQ country
- Luxembourg
- HQ region
- Europe
Offices1 record
Markets served
atHome.lu business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Agency Subscription (Unlimited Listings): Real estate agencies subscribe for unlimited property listings on atHome.lu with various subscription tiers offering additional features like premium formats, suggested showcase, audience extension, and marketing tools
- Display Advertising: The atHomeGroup ecosystem generates revenue from advertisers (banners on atHome.lu, Luxauto, atHomeFinance) reaching millions of monthly visitors across the platform network
- Mortgage Brokerage (atHomeFinance): atHome Finance acts as a mortgage broker, earning commissions from partner banks for loans arranged. Partner agencies can earn referral fees for directing buyers to the financing service
- Mandate Services: Agencies pay for featured placement in the estimation tool to capture seller mandates and exclusive leads
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual property listings (à la carte) |
| Subscription | Annual | Unlimited Subscription for agencies |
| Other | Pay-as-you-go | atHomeFinance mortgage services |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels8 records
atHome.lu product offering
Product offeringCore offering
atHome.lu operates Luxembourg's leading online real estate marketplace, connecting property seekers with listings from real estate agencies, individual sellers, and landlords. The platform monetizes primarily through subscription fees from professional agencies for unlimited listings, mandate capture tools, and buyer qualification services, complemented by display advertising, mortgage brokerage commissions via atHome Finance, and ancillary services including automotive listings (Luxauto), tax advisory (Taxx), and home insurance.
Product overview
atHome.lu operates as a comprehensive real estate ecosystem centered on its core property portal, complemented by professional tools (atHomePro), mortgage brokerage (atHomeFinance), and cross-connected services including automotive (Luxauto), tax advisory (Taxx), and insurance (atHome Assurance). The platform offers a modular architecture where agencies can access listing subscriptions, mandate capture tools, buyer qualification services (Finance Check), market analytics (atHome Data), and professional development (Business Club). The ecosystem also includes a biannual atHome Magazine publication and supports 360-degree virtual property tours.
Differentiator
Problem solved
Functional benefit
Brands
- atHomeFinance: Mortgage brokerage service helping users find the best home loan solutions at competitive rates in Luxembourg.
- Luxauto
- Taxx
Products and services
- atHome.lu Number one real estate portal in Luxembourg and the Greater Region, providing property listings for buying and renting, an online property estimation tool, mortgage simulation, and access to real estate agencies and home services for individual property seekers.
- atHomePro Professional portal for real estate agencies and agents in Luxembourg to publish and manage property listings, capture sales mandates, verify buyer solvency, and access market data and business club benefits.
- atHomeFinance Mortgage brokerage service that helps property buyers find the best home loan by comparing offers from multiple partner banks, providing expert advisors, mortgage calculators, borrowing capacity certificates, and appointment booking (free for buyers, commission-based for atHome Finance).
- Luxauto Number one automotive portal in Luxembourg and the Greater Region, offering vehicle listings for sale and rent, with 600,000 monthly visits and 4.5 million page views, and brand awareness of 76% among Luxembourg residents.
- Taxx Tax advisory service integrated into the atHome ecosystem, helping clients with tax deductions and tax-related advice for real estate purchases in Luxembourg.
- atHome Assurance Insurance services offered within the atHome ecosystem covering home insurance and property-related coverage for Luxembourg property owners and buyers.
- atHome Magazine Biannual real estate market publication providing statistical studies on property prices in Luxembourg, including trends, apartment and house data, sales and rental information, and regional pricing, valued by professionals and media.
Quantifiable outcome
- 43% of leads generate a transaction compared to 22% on competing platforms
- +2 more outcomes
Companies that use atHome.lu
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
atHome.lu technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature6 records
atHome.lu partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, supporting and minor.
- RTL LuxembourgcoreStrategic partnership with RTL Luxembourg, the #1 media group in the Grand Duchy. The collaboration enables property listings to reach a combined audience, leveraging RTL's broadcasting reach and atHome's property expertise. This partnership was formalized in late 2021.
- GooglesupportingGoogle is a key advertising platform partner for atHome. The Audience Extension feature enables property listings to be distributed through Google's advertising network, extending reach beyond the atHome platform.
- Facebook (Meta)supportingFacebook is a key advertising platform partner for atHome. The Audience Extension feature enables property listings to be distributed through Facebook's advertising network, targeting property-seekers on social media.
- Partner BankscoreatHome Finance works with multiple banking partners to provide mortgage comparison and brokerage services. These banks receive loan applications from atHome's mortgage brokers and provide financing offers to property buyers.
- CMS DeBacker LuxembourgminoratHomeGroup relocated its headquarters to the Bronze Gate building in Gasperich in May 2023, sharing the building with CMS DeBacker Luxembourg law firm.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
atHome.lu competitors and assessment
Company assessmentBroad incumbents
- LeBoncoin Immobilier: France's dominant general classifieds platform with a large real estate vertical, owned by Adevinta. Competes for cross-border property seekers in the Greater Region and represents a large-platform challenger to atHome's marketplace model.
- Rightmove: UK's largest real estate portal and the global benchmark for agency subscription-led business models. Closest functional analog to atHome.lu in terms of monetization (subscriber-based agency fees) and consumer brand dominance in its home market.
- Immobilienscout24: Germany's #1 real estate portal and a direct reference point for atHome.lu's market position. Operates the same dual consumer/professional model with agency subscriptions as the core revenue driver.
Others
- AVIV Group: Owner of SeLoger, Immowelt, and other leading European real estate portals, backed by Silver Lake. Directly comparable portfolio operator and the most relevant strategic consolidator in atHome's competitive geography.
- Adevinta: Owner of LeBoncoin and other leading European classifieds platforms, recently taken private by Permira and Blackstone. Strategic acquirer and consolidator in the European online real estate advertising space, relevant as a potential strategic counterparty for atHome.
Direct peers
- Immowelt: One of Germany's leading real estate portals, owned by AVIV Group. Comparable in business model (agency subscription, display advertising, lead generation) and overlapping in the cross-border Greater Region geography that atHome targets through atHome.de.
- SeLoger: France's leading real estate portal, owned by AVIV Group alongside Immowelt. Direct functional peer in the French Greater Region market, operating the same agency subscription and display advertising model that atHome.lu has built in Luxembourg.
- Immoregion: atHome's own French cross-border site (listed as a sister platform on athome.lu). Operates as a real estate portal in the Greater Region (FR/DE/BE) with the same brand and product DNA as atHome.lu.
Emerging players
- Idealista: Leading Iberian real estate portal that has expanded across Southern Europe. Comparable as a country/region-dominant subscription-based portal that has pursued cross-border growth, illustrating both the playbook and the limits of regional portal expansion.
- Hemnet: Sweden's dominant real estate portal, listed on Nasdaq Stockholm. Closest public-market comparable for atHome's marketplace model and the unit economics of a high-conversion property listing platform in a small, wealthy market.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
atHome.lu social profiles
Digital presenceatHome.lu financial estimates
Financial estimateRevenue estimate
Valuation estimate
atHome.lu leadership team
Management profileNumber of profiles
Profiles5 records
atHome.lu subsidiaries and ownership
Company hierarchySubsidiaries3 records
atHome.lu funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
atHome.lu 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.lu
What does atHome.lu do?
atHome.lu operates Luxembourg's leading online real estate marketplace, connecting property seekers with listings from real estate agencies, individual sellers, and landlords. The platform monetizes primarily through subscription fees from professional agencies for unlimited listings, mandate capture tools, and buyer qualification services, complemented by display advertising, mortgage brokerage commissions via atHome Finance, and ancillary services including automotive listings (Luxauto), tax advisory (Taxx), and home insurance.
Is atHome.lu a public or private company?
atHome.lu is a private company. It is classified as private equity controlled and is currently operating.
When was atHome.lu founded?
atHome.lu was founded in 2000.
Where is atHome.lu based?
atHome.lu is headquartered in Luxembourg, Luxembourg, in the Europe region.
How does atHome.lu make money?
Four revenue lines are on record. Agency Subscription (Unlimited Listings) is the primary driver. The others are display Advertising, mortgage Brokerage (atHomeFinance) and mandate Services.
Who are atHome.lu's main competitors?
Broad incumbents on record are LeBoncoin Immobilier, Rightmove and Immobilienscout24. Others are AVIV Group and Adevinta. Direct peers are Immowelt, SeLoger and Immoregion. Emerging players are Idealista and Hemnet.
Does atHome.lu have an API?
No public API is recorded for atHome.lu.
What industry is atHome.lu in?
atHome.lu's product category is Online Real Estate Marketplace. Its primary akta.pro industry code is FSAEAJAA, Residential Real Estate Brokerage (Buy/Sell), with a secondary code of BPAJAAAA, Traditional Residential Brokerage (Existing Homes). Its NAICS code is 5312 and its SIC code is 6531.