Horsemart
Horsemart is a UK and Ireland online classifieds marketplace for the equestrian vertical, connecting private and trade buyers and sellers of horses, horseboxes, tack, services, and properties. Founded in 1998 and operated under Friday Media Group Ltd, it serves 250,000+ monthly visitors through self-service listings and an editorial content hub.
- Company typePrivate
- Founded1998
- HeadquartersHassocks, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Horsemart does
Horsemart is a UK-focused online classifieds marketplace dedicated to the equestrian vertical, connecting private individuals and trade sellers of horses, horseboxes, saddles, tack, equestrian services, and properties. Founded in 1998 and operated as a brand under Friday Media Group Ltd (registered in England, Company No. 01874025, headquartered at 80 East St, Brighton), the platform reports 250,000+ monthly equestrian visitors and 10,000+ buyer enquiries, with eight core listing categories spanning horses for sale (1,100+ active listings), horses for loan, horseboxes and trailers, saddles, tack and equipment, a services directory, horses wanted, and equestrian properties. The technology stack is a self-service web marketplace built on multi-faceted filtering (breed, age, height, colour, gender, region, price), an email search-alert system, and user account management, with Stripe handling tokenised payments and Google available as a third-party authentication provider.
The business model is multi-layered: free basic listings across several categories (notably properties and horses wanted), paid promoted/featured adverts via Boost Credits, and a recurring PRO Business subscription tier offering trade sellers enhanced profiles, dashboard analytics, and discounted ad rates from £2.50 per ad. The go-to-market is product-led and community-led, combining marketplace functionality with an editorial content Hub (buying guides, breed guides, reviews, videos, equestrian news) and event coverage (e.g., Blenheim Palace International Horse Trials) to drive organic engagement and SEO traffic across all UK regions plus Ireland.
The company operates with a lean team of 1–10 employees, has no disclosed revenue, and has not raised external funding. Customer segments are fragmented across equestrian enthusiasts, horse traders and breeders, service providers (livery, transport, farriers, veterinary), and equestrian property buyers and sellers. There is no evidence of proprietary AI/ML features, APIs, or mobile applications — the platform is web-only — positioning Horsemart as a mature vertical niche marketplace whose competitive position rests primarily on accumulated traffic, brand trust, and category depth rather than technology differentiation.
Horsemart firmographics
Firmographics- Name
- Horsemart
- Legal name
- Friday Media Group Ltd
- Website
- https://horsemart.co.uk
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Horsemart is a UK and Ireland online classifieds marketplace for the equestrian vertical, connecting private and trade buyers and sellers of horses, horseboxes, tack, services, and properties. Founded in 1998 and operated under Friday Media Group Ltd, it serves 250,000+ monthly visitors through self-service listings and an editorial content hub.
- Ownership category
- akta.pro rank
Horsemart industry classification
Industry- Product category
- Online Equestrian Classifieds Marketplace
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)
Keywords
Where Horsemart is headquartered
LocationHeadquarters
- HQ city
- Hassocks
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Horsemart business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Classified Ad Listings: Users pay to list horses, horseboxes, tack, and other equestrian items for sale. Basic listings are free for some categories, with promoted/featured ads available for a fee.
- PRO Business Subscriptions: Business sellers can subscribe to PRO accounts for professional features, better pricing on listings, enhanced profile visibility, and dashboard analytics. PRO Business ads start from £2.50 each.
- Featured/Promoted Adverts: Sellers can pay to boost their listings for increased visibility using Boost Credits and add-ons.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Basic Listings |
| Subscription | Monthly | PRO Business Subscription |
| Unit Pricing | Pay-as-you-go | Promoted/Featured Listings |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Horsemart product offering
Product offeringCore offering
Horsemart operates an online classifieds marketplace where private individuals and trade sellers list horses, ponies, horseboxes, saddles, tack, equestrian services, and equestrian properties for sale across the UK and Ireland. Buyers can browse and filter listings by category, breed, age, location, and price, and create saved searches with email alerts. Revenue is generated through paid listings, PRO Business subscriptions, and featured/promoted adverts.
Product overview
Horsemart is the UK's leading equestrian classifieds marketplace operating as a multi-category platform connecting buyers and sellers of horses, equestrian equipment, vehicles, and properties. The platform offers eight core listing categories: Horses for Sale (1,100+ listings), Horses for Loan, Horseboxes & Trailers, Saddles, Tack & Equipment, Services directory, Horses Wanted, and Equestrian Properties. Supporting the marketplace is the Hub content platform providing editorial guides, reviews, breed guides, and videos, along with a Market feature offering curated price-based collections. A dedicated Business Hub serves commercial sellers with profile management and advertising tools. The platform reports over 10,000 buyer enquiries sent monthly and reaches 250,000 equestrian visitors monthly, with listings spanning all major UK regions and Ireland.
Differentiator
Problem solved
Functional benefit
Products and services
- Horses for Sale Classified listings marketplace for buying and selling horses, ponies, and equestrian animals across the UK, featuring over 1,100 active listings categorized by breed, age, height, and discipline.
- Horses for Loan Marketplace section connecting horse owners seeking to loan their horses with riders looking for part-share or full-loan arrangements.
- Horseboxes & Trailers Classified listings for horseboxes and trailers across weight categories (up to 3.5T, 3.6-7.5T, over 7.6T), featuring both new and used vehicles from dealers and private sellers.
- Saddles Marketplace for new and used saddles across multiple disciplines including dressage, show jumping, GP/VSD, endurance, and western saddles.
- Tack & Equipment Equestrian equipment marketplace offering bridles, boots, rugs, grooming supplies, stable accessories, rider clothing, and show jumps.
- Horse Services Directory Directory of equine services including livery yards, riding lessons, farriers, equine transport, breeding services, veterinary clinics, and professional equestrian businesses.
- Horses Wanted Wanted ads section where buyers can post what type of horse they are seeking, connecting them with sellers.
- Equestrian Properties Equestrian property listings including country houses with land, farms, livery yards, and barn conversions featuring stables and riding arenas.
- PRO Business Subscription Subscription account for trade and business sellers offering discounted ad rates (from £2.50 per ad), enhanced business profile, dashboard analytics, and promotional campaign tools.
- Featured & Promoted Adverts Paid Boost Credits and add-ons that sellers can purchase to increase the visibility of individual listings on the marketplace.
Companies that use Horsemart
Customer profileSegments4 records
Ideal customer profiles4 records
Horsemart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Horsemart partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Friday Media GroupcoreHorsemart is owned and operated by Friday Media Group Ltd, a UK-based media company. Friday Media Group provides corporate oversight, infrastructure, and shares data across its portfolio of marketplace sites.
- StripeminorStripe is used as the third-party payment processor for all card payments on Horsemart. Payment authorisation uses tokenisation, ensuring no card data reaches Horsemart servers.
- GoogleminorUsers can sign in to Horsemart using their Google account for convenience.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Horsemart competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Horsemart social profiles
Digital presenceHorsemart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horsemart leadership team
Management profileNumber of profiles
Horsemart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horsemart 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 Horsemart
What does Horsemart do?
Horsemart operates an online classifieds marketplace where private individuals and trade sellers list horses, ponies, horseboxes, saddles, tack, equestrian services, and equestrian properties for sale across the UK and Ireland. Buyers can browse and filter listings by category, breed, age, location, and price, and create saved searches with email alerts. Revenue is generated through paid listings, PRO Business subscriptions, and featured/promoted adverts.
Is Horsemart a public or private company?
Horsemart is a private company. It is classified as corporate owned and is currently operating.
When was Horsemart founded?
Horsemart was founded in 1998. It employs 1 to 10 people.
Where is Horsemart based?
Horsemart is headquartered in Hassocks, United Kingdom, in the Europe region.
How does Horsemart make money?
Three revenue lines are on record. Classified Ad Listings are the primary driver. The others are PRO Business Subscriptions and featured/Promoted Adverts.
Does Horsemart have an API?
No public API is recorded for Horsemart.
What industry is Horsemart in?
Horsemart's product category is Online Equestrian Classifieds Marketplace. Its primary akta.pro industry code is AFAEAGAH, Equine Sales, Auctions & Bloodstock Agencies. Its SIC code is 5960.