KEYTO Group

What KEYTO Group does

KEYTO Group AB (publ) is a Nordic-based home services roll-up headquartered in Stockholm, Sweden, operating a portfolio of more than 20 acquired regional service brands across Sweden and the UK. The company was originally founded in 1996 and was rebranded from HeartBidCo AB to KEYTO Group AB in June 2024, with bonds listed on Nasdaq Stockholm. Its core proposition is a tech-enabled one-stop destination for professional home-related services, aggregating previously fragmented regional operators under a shared platform while preserving their legacy brands and local customer relationships.

The group's vertical mix includes white goods installation and maintenance (Servly plus regional bolt-ons like Stenlunds, Umeå Hemteknik, KEHAB, Kyl & Tvättservice i Trollhättan, AK Tvätt & Kylservice, Halmstad Värmepumpcenter), household and office cleaning (Hemfrid, Vardagsfrid, Städhäxan, DreamClean, Personligt Städ i Väst, Fissa & Feja, Meritum, FNS Städ), gardening and landscaping (Nice Garden), home inspection (Enspecta, Inspect Group), senior staffing (Veterankraft), handyman and tech support (Hemfixarna, Smartify), a moving/cleaning marketplace (Qleano), and — outside Sweden — UK lawn care via GreenThumb, which alone has nearly 300,000 subscribing customers. The stated technology layer combines a shared digital platform, AI focus, and cross-portfolio cross-sell, though no proprietary AI products, APIs, or patents are disclosed.

Revenue is generated through a mix of B2C subscriptions (GreenThumb recurring lawn care, recurring cleaning contracts) and per-service bookings for private households, plus B2B contracts serving housing associations, real estate companies, construction firms and public institutions across Sweden. FY2025 reported net sales were SEK 2,492 million (+28% YoY) with adjusted EBITDA of SEK 291 million (11.7% margin, +64% YoY); pro forma TTM net sales ending July 2025 were SEK 2,558 million with adjusted EBITDA of SEK 367 million (12.0% margin). Q4 2025 grew 36% and Q1 2026 grew 45%. Headcount expanded from 4,000+ in late 2024 to 5,400+ by Q1 2026. The company funds its acquisition strategy primarily through senior secured bonds, with SEK 1,200M outstanding under the 2024/2029 framework and a SEK 1,750M framework for 2025/2030 bonds.

Name

KEYTO Group

Legal name

KEYTO Group AB

Website

https://keytogroup.com

Company type

Public

Operating status

Operating

Headcount range

1–10 employees

Short description

KEYTO Group is a Stockholm-headquartered, Nasdaq Stockholm-listed home services roll-up operating 20+ acquired regional brands across Sweden and the UK, delivering cleaning, white goods, lawn care, gardening, handyman, tech support and home inspection services to households and B2B clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Home Services Revenue: KEYTO Group generates revenue through a portfolio of home and business service companies. The group derives revenue from appliance installation and maintenance, cleaning services (residential and commercial), gardening/landscaping, staffing services, and other professional home services. Revenue increased 28% to SEK 2,492 million in 2025.
2. B2C Subscription and Per-Service Revenue: The group serves private individuals (B2C) through subscription-based services (particularly in lawn care via GreenThumb with ~300,000 subscribing customers) and one-time service bookings. Also serves B2B customers including housing associations, real estate companies, construction firms, and businesses.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

KEYTO Group operates as a tech-enabled one-stop destination for home and business services through a portfolio of wholly-owned subsidiary brands. The company delivers appliance installation/maintenance/repair, residential and commercial cleaning, gardening and lawn care, window cleaning, handyman services, tech support, home inspection, and senior staffing directly to B2C customers and B2B clients (housing associations, real estate companies, construction firms, public institutions) across Sweden and the UK.

Product overview

KEYTO Group is a tech-enabled one-stop destination for professional home and business services, operating as a platform-plus-subsidiaries model. The company offers a comprehensive portfolio of services through multiple subsidiary brands and acquired companies. Core services include: Home Services (white goods installation/maintenance, cleaning, gardening, handyman services, tech support) and Business Services (office cleaning, staffing, relocation, laundry room, outdoor environments). Key brands include: GreenThumb (UK lawn care), Servly (nationwide white goods service), Hemfrid (household services), Veterankraft (senior staffing), Qleano (moving/cleaning platform), Enspecta (home inspection), Hemfixarna and Smartify (handyman & tech), and Nice Garden (gardening). The company has over 5,400 employees and operations across Sweden and the UK, creating millions of 'ease of mind moments' for customers.

Differentiator

Problem solved

Functional benefit

Products and services

• GreenThumb Lawn Care UK's largest lawn care provider with a nationwide network and nearly 300,000 subscribing customers. Founded in 1986 and headquartered in Wales, GreenThumb delivers recurring lawn care services to residential households through both franchisee-owned and company-owned operations.
• Servly White Goods Services Sweden's only nationwide independent service provider for professional service and installation of white goods, appliances, and machines for homes and properties. Operates across Sweden with multiple acquired regional service companies under the Servly umbrella.
• Hemfrid Household Services Sweden's leading provider of household-related services including cleaning, part of KEYTO Group's core service portfolio.
• Veterankraft Senior Staffing Specialized in senior staffing and flexible solutions for both private individuals and companies, providing workforce services leveraging experienced senior professionals.
• Qleano Moving and Cleaning Platform A leading platform connecting customers with providers for moving and move-out cleaning services nationwide. Founded in 2011, matches customers with certified local service companies and conducts regular compliance checks for tax, insurance, and fair employment terms.
• Enspecta Home Inspection Provider of home inspection, assessment, and optimization services. Founded in 2008 and headquartered in Malmö, Sweden, Enspecta provides customers with comprehensive understanding of their house condition.
• Hemfixarna Handyman & Tech Nationwide home services provider offering furniture assembly, tech support, plumbing, building, electrical support and handyman services. Launched as KEYTO's new 'Handyman & Tech' vertical in 2026.
• Smartify Tech Support Tech support provider specializing in connected homes, consumer electronics, and digital services, offering in-home tech support with nationwide coverage.
• Nice Garden Landscaping Premium provider of garden maintenance, landscaping, and outdoor design, based in Danderyd, Stockholm with operations across greater Stockholm area.
• Städax Window Cleaning Experts in environmentally friendly window cleaning for both businesses and private customers with Eco-Cleaning system and Nordic Swan Ecolabelled methods, operating across southern and central Sweden.
• Home Services Portfolio Comprehensive home services including installation and maintenance of appliances, cleaning, gardening, handyman services, and tech support, provided through various KEYTO subsidiary brands for private residential customers.
• Business Services Portfolio Business-focused services including office cleaning, office relocation, staffing, stairwell cleaning, laundry room services, and outdoor environments for commercial customers.

Quantifiable outcome

• 28% revenue growth to SEK 2,492 million in 2025
• +2 more outcomes

Named customers4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered supporting.

• Advokatfirman Vinge KBsupportingOthers · 8 May 2024Legal advisor to Heart BidCo AB (now KEYTO Group) for the SEK 900 million senior secured bond issuance in May 2024.
• Gernandt & Danielsson Advokatbyrå KBsupportingOthers · 8 May 2024Legal advisor to Pareto Securities AB for the bond issuance transaction.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• ISS A/S: Global facility services giant headquartered in Denmark offering cleaning, workplace, and integrated facility services; overlaps directly with KEYTO's core cleaning and home services across the Nordic and broader European geographies.
• Rentokil Initial: UK-listed hygiene and pest control services group with global reach; overlaps with KEYTO's home inspection (Enspecta) and property services verticals and shares a UK strategic footprint.
• Compass Group: UK-headquartered global contract food services and support services company with significant presence in cleaning, home services, and workplace services; directly comparable to KEYTO's UK operations via GreenThumb.
• Angi Inc. US-listed home services marketplace and lead-generation platform connecting homeowners with service professionals; a platform-based comparison to KEYTO's vision of a one-stop tech-enabled home services destination.
• Sodexo: French global facility management and food services company with significant Nordic presence; comparable in multi-vertical facility services and B2B/B2C customer mix.
• TruGreen: US-based largest specialty lawn care services company with a subscription-based recurring service model; directly comparable to KEYTO's GreenThumb UK lawn care subscription business.

Direct peers

• Neighborly (formerly Dwyer Group): US-based franchisor/operator of multiple home service brands (cleaning, plumbing, appliance repair, lawn care); closest business model analog to KEYTO's multi-brand roll-up strategy of home services.
• Helpling: European online platform for booking home cleaning services operating across multiple European countries; comparable to KEYTO's Qleano and Hemfrid in digitizing and aggregating cleaning services.
• Samhall: Swedish state-owned cleaning and service company operating across Sweden in cleaning, laundry, and property services; comparable to KEYTO's Swedish cleaning subsidiaries (Hemfrid, Vardagsfrid, DreamClean).
• Coor Service Management: Leading Nordic-based provider of integrated facility services (cleaning, property services, workplace solutions) with similar multi-service B2B/B2C model and Nordic geographic footprint, making it the most direct regional peer to KEYTO.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/about

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries26 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about KEYTO Group