Widerlöv

What Widerlöv does

Widerlöv is a Swedish privately held real estate brokerage founded in 1993 in Uppsala by Tomas Widerlöv and his brother Stefan, operating today as Widerlöv Franchise AB (org nr 559270-7342). The company operates a commission-based brokerage model across more than 20 offices in Stockholm, Uppsala, Västerås, and Roslagen, combining company-owned offices with a franchise network. It is the largest brokerage firm in Uppsala and has been recognized for the highest sales per broker in the region by Hittamäklare in 2021 and 2022. Widerlöv's service portfolio covers the full residential transaction lifecycle: property valuation (free for sellers, ~3,000 SEK for written bank certificates), brokerage for apartments (bostadsrätter), villas, summer houses, and new construction, friköp (cooperative-to-condominium conversion), and a dedicated new construction unit (Widerlöv Nyproduktion AB).

The core digital platform is Intressebanken, a free member portal secured via BankID that provides exclusive pre-market listings (förhandstips), property alerts, event invitations, and access to AI-stylisten, Sweden's first AI-driven interior design advisory service launched in November 2024. The company's digital infrastructure includes online bidding (budgivning online, first in Sweden since 1995), virtual property viewings, Hemnet listing integration, and BankID-based authentication. Customer acquisition runs through owned offices, franchisees, the widerlov.se portal, content marketing on regional market trends, organic social media, and a podcast presence; community engagement is reinforced through a long-standing CSR partnership with Uppsala Stadsmission and the Rosa Lådan and Väntlighetsväggar initiatives.

Revenue is generated primarily through transaction commissions on completed residential sales, with ancillary fees from written valuation certificates and franchise fees/royalties from sub-franchisees. The customer base is horizontally segmented into residential property buyers and sellers (B2C individuals), with two cross-cutting use cases: transactional brokerage and ongoing member engagement through Intressebanken. The company is privately held, undisclosed in revenue, and has not received external institutional investment according to available data.

Name

Widerlöv

Legal name

Widerlöv Franchise AB

Website

https://widerlov.se

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Widerlöv is a Swedish privately held residential real estate brokerage operating 20+ offices across Stockholm, Uppsala, Västerås, and Roslagen via a franchise model, serving individual buyers and sellers with commissions on apartments, villas, and new construction transactions.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Luxury & High-End Residential Brokerage (BPAJAAAC)

Keywords

• Residential real estate brokerage
• Property valuation services
• Franchise real estate
• New construction sales
• Pre-market property listings

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Real estate brokerage commissions: Widerlöv earns revenue through commissions on completed property sales. As a full-service real estate brokerage, they represent both buyers and sellers in residential property transactions including apartments (bostadsrätter), houses (villor), summer houses (fritidshus), and new construction (nyproduktion). The company also assists with friköp (buying out cooperative apartments) and property valuations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Widerlöv is a Swedish residential real estate brokerage firm operating across Stockholm, Uppsala, Västerås, and Roslagen. The company sells and buys apartments (bostadsrätter), villas, summer houses, and new construction properties on behalf of clients, providing property valuations, marketing, viewings, negotiation, and transaction support. It also operates the Intressebanken member platform offering exclusive pre-market listings (förhandstips), property alerts, and an AI-powered interior design advisory (AI-stylisten), and runs a franchise model for office expansion.

Product overview

Widerlöv is a Swedish real estate brokerage operating a platform-plus-services model. The core offering is property brokerage services (Fastighetsmäklare) for apartments, villas, and new construction across Stockholm, Uppsala, Västerås, and Roslagen. The primary digital platform is Intressebanken, a member portal providing access to pre-market listings (Förhandstips), property monitoring alerts, and the AI-stylisten interior design tool. Additional services include property valuation, new construction sales, and condominium conversion assistance (Friköp). The company operates on a franchise model and has expanded through both organic office openings and acquisitions such as Fjelkners.

Differentiator

Problem solved

Functional benefit

Brands

• Fjelkners by Widerlöv: Acquired real estate brokerage brand focusing on villa sales in Bromma, Stockholm

Products and services

• Property Brokerage Services (Fastighetsmäklare) Full-service residential real estate brokerage for buying and selling apartments (bostadsrätter), villas, summer houses, and new construction across Stockholm, Uppsala, Västerås, and Roslagen markets in Sweden. Services include property valuation, marketing, viewings, negotiation, and transaction support.
• Intressebanken Member Platform Free member-based platform providing access to pre-market property listings (förhandstips) not advertised on the open market, property monitoring alerts, invitations to events, and access to AI-stylisten. Authentication via BankID.
• Förhandstips (Pre-Market Listings) Pre-market property listings visible only to Intressebanken members, providing early access to properties before they are announced on the open market.
• Nyproduktion (New Construction Sales) Sales service for units in new development projects, including assistance with new build transactions and project sales.
• Property Valuation Service (Värdering) Property valuation service for homeowners considering selling their home, conducted in-person or digitally. Free when preparing for a sale; written valuation certificates for banks cost approximately 3,000 SEK.
• Friköp Bostadsrätt (Condominium Conversion) Service assisting housing associations and members in converting cooperative apartments (bostadsrätter) to private ownership, including interest assessment, process management, and financial forecasting.
• AI-stylisten AI-powered interior design advisory service that generates personalized styling suggestions based on uploaded room photos, grounded in Widerlöv's styling philosophy and current trends. Includes chat functionality and the option to book a personal stylist.
• Kundlojalitetsprogram (Customer Loyalty Program) Loyalty program offering benefits to clients who use Widerlöv for property transactions.
• Fjelkners by Widerlöv Acquired Bromma-based villa brokerage brand focusing on villa sales in Stockholm, now operating under the Widerlöv brand.

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Uppsala StadsmissioncoreStrategic or Co-development PartnerLong-standing CSR partnership where Widerlöv supports Uppsala Stadsmission through various initiatives. The 'Rosa Lådan' (Pink Box) campaign collected clothes and items for those in need. The 'Vänlighetsväggar' (Kindness Walls) initiative was recognized internationally by Christian Science Monitor. Widerlöv also donates 500 SEK to Stadsmissionen for each property valuation conducted.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Notar: Swedish real estate brokerage operating with a franchise-like model in Stockholm, Uppsala, and other Swedish cities. Closely comparable to Widerlöv in business model, customer base, and geographic overlap.
• Bjurfors: Swedish residential and commercial brokerage active in Stockholm and Gothenburg markets. Comparable mid-sized brokerage serving similar residential buyer/seller segments with mix of owned and franchised offices.
• Mäklarhuset: Franchise-based Swedish real estate brokerage. Direct comparable with same franchise model, residential focus, and similar mid-market positioning.
• RE/MAX Sverige: Global franchise real estate brokerage with Swedish operations. Particularly comparable to Widerlöv in franchise-based business model and residential focus.
• SkandiaMäklarna: Swedish real estate brokerage servicing Stockholm, Uppsala, and other major cities. Comparable residential brokerage with overlapping value proposition around local market expertise and buyer/seller tools.
• Erik Olsson Fastighetsförmedling: Swedish brokerage focused on Stockholm and Uppsala markets. Direct overlapping geographic footprint with Widerlöv and similar residential brokerage value proposition.

Broad incumbents

• Fastighetsbyrån: Large Swedish real estate brokerage with national coverage and a franchised model. Direct peer with overlapping product (residential brokerage, valuation, member platform offerings) and similar target customers across Sweden.
• Svensk Fastighetsförmedling: Sweden's largest real estate brokerage chain with hundreds of offices nationwide. Directly comparable as a residential brokerage serving Swedish buyers and sellers, but at a much larger scale and broader geographic footprint than Widerlöv.
• Länsförsäkringar Fastighetsförmedling: Sweden's largest brokerage by transaction volume, owned by the Länsförsäkringar insurance group. Different distribution model (captive via insurance) but competing in the same residential brokerage market.

Others

• Hemnet: Sweden's dominant property listing platform. Compared to Widerlöv as an ecosystem participant—brokerages pay to list on Hemnet, and Hemnet's growing tools could either amplify or disintermediate brokers like Widerlöv.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61552716333229
• Instagraminstagram.com/widerlovsverige

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Widerlöv