pferde.de Services GmbH

Name

pferde.de Services GmbH

Legal name

pferde.de Dienstleistungen GmbH

Website

https://pferde.de

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplace

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

Keywords

• Online horse marketplace
• Equestrian classifieds
• Horse trading platform
• Riding partnerships marketplace
• Equestrian equipment listings

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising (Third-Party Display): The primary revenue driver. Free users view third-party advertisements displayed across the platform. The site explicitly states it is 'für Dich kostenlos und finanziert sich durch Werbung' (free for you and financed by advertising). Uses a consent management platform (CMP) aligned with IAB TCF 2.0 to serve personalized advertising with user consent.
2. Premium Membership Subscriptions: Paid monthly or annual subscription (6 or 12 months) providing enhanced ad visibility features, discounts on premium services, ad-free browsing, and profile premium badges. Auto-renews unless cancelled.
3. Premium / Optional Ad Services: Individual paid add-on services not requiring a full premium membership: top ad placement, highlighted inquiries (0.99 EUR one-time), and possibly listing fees for select categories.
4. Content Pass Subscription: Partnership with Content Pass GmbH for an ad-free, tracking-free access tier, generating subscription revenue shared with the partner.
5. Partner Referral (Cleos Welt / Insurance): Consensual referral of user contact data to Cleo & You GmbH ('Cleos Welt') for horse insurance advisory, generating referral or lead-sharing revenue.
6. Amazon Partner Program: Affiliate commissions earned through the Amazon EU Partner Program when users click links to Amazon products referenced on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

pferde.de operates a free online two-sided classifieds marketplace where private and commercial users in the German equestrian community list, discover, and transact on horses, riding partnerships, equestrian equipment, clothing, real estate (stalls/aren), transport, rider holidays, and miscellaneous equestrian items. The platform monetizes primarily through third-party display advertising and a paid Premium Membership offering visibility upgrades (TOP ad placement, homepage gallery, ad bumps, ad-free browsing), alongside transactional add-ons such as Highlight Inquiry and a horse transport insurance referral.

Product overview

pferde.de is a unified online marketplace and information portal for the German equestrian community. The core product is a classified ad platform (Kleinanzeigen) where users can buy, sell, and trade horses and equestrian-related goods. This is supplemented by editorial content via the Magazin (magazine), a horse transport insurance product, and a premium membership tier. The platform connects horse buyers with sellers, leisure riders with riding partners, and equestrian professionals with their clients. The platform is structured as a single product with differentiated ad categories, with premium services offered as optional paid upgrades.

Differentiator

Problem solved

Functional benefit

Products and services

• pferde.de Online Marketplace (Kleinanzeigen) Free two-sided classifieds marketplace for the German equestrian community where private and commercial users list, discover, and transact on horses, riding partnerships, equestrian equipment, clothing, real estate (stalls/arenas), transport, rider holidays, and miscellaneous equestrian items. Photo ads in JPG/PNG/GIF, free self-service posting, and on-platform messaging between buyers and sellers.
• Premium-Mitgliedschaft (Premium Membership) Subscription-based premium membership (6 or 12 month auto-renewal) that gives private and commercial sellers enhanced visibility features: 14-day TOP offer placement per new listing, 28-day homepage gallery listing, minimum 30 ad bumps per year, premium badge, profile visibility, ad-free browsing, and 7 days/year of free premium placement. Requires 3-month cancellation notice.
• Top-Angebote (Top Offers paid placement) One-off paid placement service for individual listings. Featured in the homepage 'Nur die Besten' TOP section and category-level TOP-Angebote carousels for 14 days, plus optional homepage gallery inclusion. Purchased per ad by sellers who want faster visibility without committing to a Premium Membership.
• Anfrage hervorheben (Highlight Inquiry) Optional transactional micro-service: buyers pay a one-time fee of 0.99 EUR (via PayPal, credit card, or direct debit) to highlight an inquiry message sent to an ad seller, increasing the probability of a response.
• Pferdetransportversicherung (Horse Transport Insurance referral) Referral service offered by pferde.de in cooperation with Cleo & You GmbH (Cleos Welt). Users may consent (during registration or in account settings) to share their contact details (name, email, phone) with Cleos Welt to receive horse transport insurance advice.
• pferde.de Magazin Editorial magazine (free, ad-supported) covering horse care, health, breeds, riding tips, buying guides, and equestrian lifestyle. Functions as a content marketing and SEO engine that supports marketplace activity and community engagement.

Quantifiable outcome

• 21+ years of operation as Germany's first online horse marketplace

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Cleo & You GmbH (Cleos Welt)minorGTM or Marketing Partnerpferde.de offers users the option to consent to sharing their contact details (name, email, phone) with Cleo & You GmbH for horse insurance advisory and marketing. Users can opt in during registration or in their account settings. This is a lead-referral arrangement where Cleos Welt provides insurance consultation services to referred users.
• Onfido GmbHcoreTechnology or IntegrationOnfido provides identity verification services to pferde.de, enabling sellers to obtain a 'geprüfte Identität' (verified identity) badge. Identity documents are checked before classifieds are published on the platform, enhancing trust and reducing fraud.
• Quality Media Network GmbH (QMN)coreGTM or Marketing PartnerQMN provides the Consent Management Platform (CMP) infrastructure and ad management for pferde.de. They operate as the primary advertising intermediary, managing the IAB TCF 2.0 consent framework and coordinating with advertisers and publishers within a joint controllership arrangement under GDPR Art. 26.
• Content Pass GmbHminorChannel Partner/ Reseller/ DistributorContent Pass GmbH offers an ad-free, tracking-free access tier to pferde.de. Users subscribe via contentpass.net and pferde.de displays the contentpass version without third-party ads or tracking cookies. Content Pass handles billing and contracts directly with the subscriber.
• Sovendus GmbHminorGTM or Marketing PartnerSovendus provides voucher offers (Gutscheinangebote) and advantage offers (Vorteilsangebote) to pferde.de users. Pseudonymized email hash and IP address are transmitted to Sovendus for offer selection; full contact details are only shared if the user clicks on a specific offer.
• Trustpilot A/SminorGTM or Marketing Partnerpferde.de invites customers to leave reviews on Trustpilot (trustpilot.de). The platform shares the customer's name, email, and ad number with Trustpilot for review collection purposes.
• GP Payments Acquiring International GmbHminorOthersPayment service provider for credit card transactions. pferde.de does not store credit card data; GP Payments is PCI DSS certified. Used for premium membership and paid service payments.
• PayPal (Europe) S.à r.l. et Cie, S.C.A.minorOthersPayPal is offered as a payment method for premium services and paid ad placements. Users are redirected to PayPal's site for payment; pferde.de does not store PayPal account data.
• Amazon EU Partner ProgramminorGTM or Marketing Partnerpferde.de participates in the Amazon EU affiliate program, earning commission when users click links to Amazon products referenced on the platform.
• Meta Platforms Ireland / FacebookminorGTM or Marketing PartnerFacebook login is offered as a social authentication option. Facebook Social Plugins are embedded on the platform. pferde.de uses Facebook for marketing and social sharing functionality.
• consentmanager ABcoreTechnology or Integrationconsentmanager provides the IAB Europe TCF 2.0 compliant Consent Management Platform (CMP) used across pferde.de. Manages user consent for cookies, tracking, and data processing in accordance with GDPR and TDDDG.
• CheckForPet GmbHminorGTM or Marketing PartnerCheckForPet GmbH provides a pet food check service on the platform. The partnership allows pferde.de to offer a pet nutrition recommendation tool to its users, generating referral value.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Quoka: Established German classifieds platform with reach across multiple categories including equestrian. Comparable to pferde.de as a German-language classifieds destination, though not vertical-specialized.
• Markt.de: Major German horizontal classifieds portal covering horses, equipment, and real estate among many other categories. Competes for both listings and buyer traffic with pferde.de in the German equestrian segment.
• eBay Kleinanzeigen: Germany's largest horizontal classifieds platform with a dedicated 'Pferde' category. Competes with pferde.de on horse listings while also drawing listing volume from the broader marketplace flywheel across all categories.

Direct peers

• ehorses (ehorses GmbH): One of Germany's largest dedicated online horse marketplaces, offering horse sales, stallions, foals, and equestrian real estate. Directly comparable to pferde.de as a vertical horse classifieds platform serving the German equestrian market.
• Horseads: Vertical online horse marketplace serving German-speaking buyers and sellers with horse listings and equestrian services. Closely comparable product offering and target audience to pferde.de.

Others

• St. Georg (Magazin): Long-running German equestrian magazine and digital portal covering riding, horse care, and equestrian sport. Comparable as a destination site for the German equestrian audience, intersecting with pferde.de's editorial/magazine function.
• Cavallo (Magazin): Germany's leading equestrian consumer magazine with a strong digital presence and audience in the German riding community. Adjacent to pferde.de as an equestrian media/editorial player that competes for attention and audience engagement.

Emerging players

• Reitbeteiligung.de: Niche platform focused specifically on riding partnership (Reitbeteiligung) matching. Overlaps with one of pferde.de's sub-categories but specializes in this single use case rather than the full horse/equestrian marketplace.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pferde.de
• Instagraminstagram.com/pferde.de
• Pinterestpinterest.com/pferdede
• Xtwitter.com/pferde_de
• TikToktiktok.com/@pferde.de
• LinkedInlinkedin.com/company/pferde-de-dienstleistungen-gmbh

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 pferde.de Services GmbH