What Lamudi Indonesia does

Lamudi Indonesia (legally PT. Lamudi Classifieds Indonesia) operates lamudi.co.id, a nationwide digital real estate marketplace connecting individual property buyers, renters, sellers, real estate agents, and property developers across Indonesia's provinces. The core platform is a property search and listing marketplace covering houses, apartments, land, and commercial properties for both sale and rent, complemented by a dedicated Pro portal (pro.lamudi.com) for agent-side listing management and a Jurnal content platform providing property news, area guides, legal guidance, and KPR education.

The technology stack is a standard two-sided classifieds architecture built around property search, listing management, and a KPR (Kredit Pemilikan Rumah / mortgage) Calculator that simulates home loans across more than 18 Indonesian bank partners including BCA, Mandiri, BTN, BRI, CIMB Niaga, Permata, Muamalat, Bank Jakarta, and Bank INA, with both conventional and sharia-compliant options. A December 2024 acquisition of Ideal, a fintech mortgage aggregator, extends this into mortgage comparison and application flows embedded inside the marketplace. Additional product surfaces include "Proyek Baru" for new property development marketing and "Asisten Pribadi," an AI-powered personal assistant that helps users navigate to relevant listings.

Revenue is generated through a freemium-to-subscription model: free basic listings for individual sellers, paid featured placements and premium visibility, monthly agent Pro subscriptions, and bank referral/affiliate fees on KPR applications. The customer base spans individual buyers and sellers (high volume, free), SMB real estate agents (subscription and featured listings), and enterprise developers such as Sinar Mas Land, Ciputra Development, Bogor Raya Residential, and Kota Baru Parahyangan (project marketing). The company is a subsidiary of Australia's Digital Classifieds Group, headquartered in Jakarta Selatan with 51-100 employees.

Name

Lamudi Indonesia

Legal name

PT. Lamudi Classifieds Indonesia

Website

https://lamudi.co.id

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Lamudi Indonesia operates a nationwide online real estate marketplace (lamudi.co.id) that connects individual property buyers, sellers, renters, real estate agents, and property developers across Indonesia, complemented by an integrated KPR mortgage platform with 18+ bank partners following the December 2024 acquisition of Ideal.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Property Listing Fees: Agents and property developers pay to list properties on the platform. Featured/premium listings generate additional revenue.
2. Featured Property Placements: Premium placement of property listings in prominent positions on the website generates additional revenue from agents and developers.
3. Agent Subscriptions: Real estate agents subscribe for access to the platform's listing tools and visibility features through the pro.lamudi.com portal.
4. Fintech/KPR Services: Revenue generated through KPR (mortgage) referral partnerships with banks following the acquisition of Ideal fintech aggregator.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Lamudi Indonesia operates an online real estate marketplace that connects property buyers, sellers, renters, agents, and developers across all Indonesian provinces. The platform supports listings and searches for residential properties (houses, apartments, land) and commercial properties (ruko, offices, warehouses) for both sale and rent. It also provides integrated KPR (mortgage) calculation, simulation, and application services through partnerships with 18+ Indonesian banks, plus a content/news platform (Jurnal) and an AI-powered personal assistant.

Product overview

Lamudi Indonesia operates as a real estate marketplace platform offering property listings for buying, selling, and renting residential and commercial properties across Indonesia. The core platform Lamudi.co.id connects property seekers with agents and developers. The service portfolio includes the main marketplace, Jurnal (property content/news), KPR Calculator with bank partnerships for mortgage services, Asisten Pribadi (personal assistant), Proyek Baru (new project listings), and Pro agent portal. The platform also integrates mortgage services through its acquired fintech Ideal, enabling KPR applications across multiple partner banks including BCA, Mandiri, BTN, BRI, CIMB Niaga, Permata, Muamalat, and others.

Differentiator

Problem solved

Functional benefit

Brands

• IDEAL: A fintech aggregator for mortgage products, acquired by Lamudi Indonesia in December 2024.

Products and services

• Lamudi.co.id Real Estate Marketplace Indonesia's online real estate marketplace enabling users to search, buy, sell, and rent houses, apartments, land, and commercial properties (ruko, offices, warehouses) across all Indonesian provinces. Targets both individual property seekers (consumers) and listing providers (agents and developers).
• Pro (Agent Portal) Separate professional portal (pro.lamudi.com) for real estate agents, brokers, and property developers to publish and manage property listings, access analytics, and purchase featured/premium placements to gain visibility on the Lamudi marketplace.
• KPR (Mortgage) Services and Calculator Mortgage (KPR) calculator, simulation, comparison, and application service that partners with multiple Indonesian banks (BCA, Mandiri, BTN, CIMB Niaga, BRI, Bank Permata, Muamalat, Bank Jakarta, Bank INA, and others) to offer home loan products, take-over services, and sharia-compliant options. Free to consumers; revenue is generated via referral fees from bank partners.
• Ideal (Fintech Mortgage Aggregator) Fintech mortgage aggregator that provides comparison and application services for home loans across Lamudi's partnered Indonesian banks. Integrated within the Lamudi KPR offering to enhance mortgage comparison capabilities for property buyers.
• Jurnal (Property News and Editorial Platform) Editorial platform providing property news, buying guides, area guides, legal information, Feng Shui, architecture, and interior design content to Indonesian property buyers, sellers, and renters. Serves as content marketing and SEO engine for the broader marketplace.

Quantifiable outcome

• Successfully facilitated property transactions including deals worth Rp 30 billion through the platform

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, major and regional.

• Ideal (Fintech Aggregator)coreStrategic or Co-development Partner · 7 December 2024Lamudi Indonesia acquired Ideal, a fintech aggregator focusing on mortgage products in Indonesia. This strategic acquisition enhances Lamudi's KPR (mortgage) services by integrating Ideal's mortgage comparison and application technology, providing users with comprehensive home loan options across partnered banks.
• BCA (Bank Central Asia)majorGTM or Marketing PartnerKPR/mortgage partnership providing mortgage calculator tools and loan application services. BCA is one of Indonesia's largest banks.
• Bank BTN (Bank Tabungan Negara)majorGTM or Marketing PartnerState-owned mortgage bank partnership for KPR services. Bank BTN specializes in housing loans making this a key partnership for Lamudi's mortgage services.
• Bank MandirimajorGTM or Marketing PartnerPartnership for KPR calculator and mortgage application integration. Bank Mandiri is Indonesia's largest state-owned bank.
• BRI (Bank Rakyat Indonesia)coreGTM or Marketing PartnerKPR services partnership with Indonesia's largest bank by network coverage, providing mortgage options for property buyers.
• CIMB NiagacoreGTM or Marketing PartnerIslamic and conventional banking partnership for KPR/mortgage calculator services on the platform.
• Bank Permata / Permata SyariahcoreGTM or Marketing PartnerPartnership for KPR calculator, mortgage simulation, and take-over services. Permata offers both conventional and Islamic mortgage products.
• Bank MuamalatcoreGTM or Marketing PartnerIslamic banking KPR partnership providing sharia-compliant mortgage calculator and application services for property buyers.
• Bank Jakarta (Bank DKI)regionalGTM or Marketing PartnerRegional government-owned bank partnership for KPR services, primarily serving Jakarta residents with competitive mortgage rates.
• Bank INAcoreGTM or Marketing PartnerPartnership for KPR calculator and mortgage services with competitive interest rate offerings for property financing.
• Digital Classifieds GroupcoreOthersParent company based in Australia that owns Lamudi Indonesia. Digital Classifieds Group operates real estate classifieds platforms across multiple markets.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Rumah123: One of Indonesia's largest property portals owned by Djarum Group, offering listings for sale and rent plus project marketing, directly competing with Lamudi for Indonesian buyers, sellers, agents, and developers.
• 99.co: Indonesia (and Singapore-focused) real estate marketplace with listings, agent directories, and developer marketing; backed by well-capitalized investors and a direct competitor to Lamudi's agent subscription and listing proposition.
• Rumah.com: Indonesia-focused property portal under the same parent lineage as iProperty, providing listings, agent directory and developer showcase features directly comparable to Lamudi's marketplace offering.

Regional players

• iProperty: Property portal operating across Malaysia, Singapore, Indonesia, and Hong Kong under REA Group; similar transaction-funnel marketplace model in the region but anchored in Malaysia rather than Indonesia.
• Bayut: Leading real estate marketplace in the UAE with similar listings, agent tools, and mortgage comparison features; comparable model and scale though operating in a different geography.

Emerging players

• Traveloka (Homepage / Property vertical): Indonesian-headed super-app that has expanded into property and lifestyle verticals; comparable as a marketplace aggregating demand and payments, though property is an adjacent rather than core category.

Others

• Mitula: Property listings aggregator operating across LatAm, Europe, and Asia, including Indonesia; competing indirectly by surfacing Lamudi-listed properties and other Indonesian listings on an aggregated search experience.

Broad incumbents

• Zillow: Largest US real estate marketplace/platform with comparable listings, agent directory, and mortgage integration model — useful benchmark for how digital real estate platforms scale vertically, even though geography and market differ.
• PropertyGuru Group: Southeast Asia's largest property marketplace group operating in Singapore, Malaysia, Thailand, Vietnam, and Indonesia — comparable offering, larger scale, and similar agent subscription / mortgage / advertising model.
• OLX Indonesia (property vertical, now part of Carousell): General classifieds platform in Indonesia that includes a meaningful property category, competing for individual sellers and agents with broad reach as part of a larger multi-category marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lamudi_id
• Facebookfacebook.com/LamudiGlobal
• Instagraminstagram.com/lamudi_id
• LinkedInlinkedin.com/company/lamudi-co-id

Revenue estimate

Valuation estimate

Number of profiles

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 Lamudi Indonesia