pferde.de dienstleistungen GmbH

What pferde.de dienstleistungen GmbH does

pferde.de dienstleistungen GmbH operates Germany's first online horse marketplace, established in 1998 and relaunched in 2019 as a web-based classifieds platform serving the German-speaking equestrian community. The company's core product is a free Kleinanzeigen / Pferdemarkt marketplace covering horse sales, riding participation (Reitbeteiligung), riding holidays (Reiterferien), stables and boxes, carriages, equestrian services, and riding apparel, augmented by an editorial magazine. The platform serves private horse owners, professional breeders, equestrian service providers, and riding holiday operators across Germany, Austria, and Switzerland, with active listings spanning all 14 German federal states. Its stated mission is "Vier Hufe und zwei Füße zusammenbringen" (bringing four hooves and two feet together).

The technical foundation is a self-serve web marketplace with integrated user authentication, listing management, messaging, payment processing, and content management. Trust infrastructure includes Onfido-powered identity verification yielding the "Geprüfte Identität" badge and Premium-Partner designations for verified breeders. Payments are routed through PCI DSS-certified partners (GP Payments Acquiring International for credit cards, PayPal as alternative), with the platform itself handling no card data. Ancillary SaaS integrations include MailChimp for newsletters, Sentry for error monitoring, Microsoft Clarity for UX analytics, Intercom for customer communication, and consentmanager plus Quality Media Network for IAB TCF 2.0 compliance.

The business model is freemium: free basic listings drive user acquisition, with monetization concentrated in a tiered Premium-Mitgliedschaft subscription (€39-€59/month, with annual plans at €468) and à la carte premium visibility services (Top-Angebot, Startseitengalerie, Farbliche Hervorhebung, Hochschieben, plus a €0.99 Top-Anfrage inquiry highlight). Supplementary revenue comes from display advertising, an Amazon EU affiliate program, Sovendus voucher promotions, and a contentpass ad-free subscription add-on. The company is a privately held German GmbH registered in Hannover (HRB 217884), with no disclosed venture capital or parent-company ownership, and operates with a small two-CEO leadership (Axel Lagercrantz and Andreas Bytzek). Customer acquisition is driven by organic SEO, content marketing through the magazine, email newsletter, and organic social across Facebook, Instagram, Pinterest, and TikTok.

Name

pferde.de dienstleistungen 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

Short description

pferde.de dienstleistungen GmbH operates a German online horse marketplace (established 1998, relaunched 2019) where private owners, breeders, and equestrian service providers list horses, riding partnerships, holidays, and stables. Revenue comes from premium subscriptions, à la carte listing visibility upgrades, display ads, and affiliate partnerships.

Ownership category

akta.pro rank

Product category

Online Horse Marketplace

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)

akta.pro secondary industry

Training, Stables & Equine Services (MPAEADAI)

Keywords

• Horse marketplace
• Equestrian classifieds
• Horse trading platform
• Riding participation
• Equestrian services

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

Revenue model

1. Premium Membership Subscription: Monthly subscription providing enhanced visibility features including 14-day Top-Angebot, 28-day Startseitengalerie, ad-free browsing, profile website functionality, and premium placement. Auto-renews every 6 or 12 months.
2. Premium Services (à la carte): Individual premium services for listings: Top-Angebot Rubrik (featured placement), Startseitengalerie (homepage gallery), Farbliche Hervorhebung (color highlighting), Hochschieben (bumping), Top-Anfrage (highlighted inquiries). One-time purchases with no recurring costs.
3. Advertising Revenue: Display advertising on the platform, with optional contentpass ad-free subscription. Monetization through standard ad placements for non-subscribers.
4. Top-Anfrage Featured Inquiry: One-time fee of €0.99 for highlighted inquiry visibility to increase response rates on listings.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

pferde.de operates Germany's first online horse marketplace, providing a free classifieds platform where private sellers and professional breeders list horses for sale, riding participation opportunities, riding holidays, stables, and equestrian supplies. The platform monetizes through a tiered premium membership subscription and à la carte premium listing services (Top-Angebot, Startseitengalerie, color highlighting, bumping) that boost ad visibility. Additional offerings include an editorial equestrian magazine and ancillary insurance and ad-free subscription referrals.

Product overview

pferde.de is a classifieds marketplace platform for horses and equestrian-related goods and services in Germany. The core offering is the free Kleinanzeigen/Pferdemarkt classifieds marketplace where users can list horses for sale, search for riding partners, book riding holidays, and find stables and equestrian supplies. Paid services are layered on top through the Premium-Mitgliedschaft subscription (offering enhanced ad visibility, ad-free browsing, and profile features at €39–59/month) and individual Premiumdienste add-ons (top placement, homepage gallery, color highlighting, bumping). Additional offerings include an editorial Magazin with horse-related articles, horse transport insurance via Cleos Welt partnership, and a contentpass ad-free subscription option.

Differentiator

Problem solved

Functional benefit

Products and services

• Kleinanzeigen / Pferdemarkt Marketplace Free classifieds marketplace for horses, riding participation (Reitbeteiligung), riding holidays (Reiterferien), stables and boxes, carriages, equestrian supplies, and related services. Users post free ads and search/filter by breed, location, age, price, and suitability.
• Premium-Mitgliedschaft (Premium Membership)

Quantifiable outcome

• 21+ years connecting horses with riders in Germany

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Cleo & You GmbH (Cleos Welt)minorGTM or Marketing PartnerConsent-based referral partnership for pet insurance products. Users can opt-in during registration to share contact details for insurance consultation. Cleos Welt processes as independent data controller for insurance advisory services. Partnership enables insurance cross-sell while maintaining user privacy consent framework.
• Onfido GmbHcoreTechnology or IntegrationIdentity verification service protecting platform from fraudulent listings. Kleinanzeigen only published after identity verification through Onfido's document verification process. Critical trust-and-safety infrastructure enabling 'geprüfte Identität' badge on verified users.
• Quality Media Network GmbH (QMN)coreGTM or Marketing PartnerJoint controllership for advertising and consent management platform (CMP). QMN provides technical CMP solution for IAB Europe Transparency & Consent Framework compliance. Shared responsibility for advertising data processing and transparency requirements.
• Content Pass GmbHminorGTM or Marketing PartnerAd-free subscription alternative. Users can pay €X/month through Content Pass for ad-free, tracking-free browsing. Content Pass is data controller for subscription; pferde.de is processor for IP address data.
• GP Payments Acquiring International GmbHcoreTechnology or IntegrationPayment processing partner for credit card transactions. PCI DSS certified. pferde.de has no access to card data. Critical infrastructure for premium service payments.
• Sovendus GmbHminorGTM or Marketing PartnerVoucher and promotional offers service. Sovendus processes pseudonymized data (email hash, IP, postal code) for regional voucher selection. Transmit name/address data when user clicks voucher offer.
• Trustpilot A/SminorGTM or Marketing PartnerCustomer review service for service quality transparency. Users can rate their experience with other users. Trustpilot receives email, name, and listing number for review invitations.
• consentmanager ABcoreTechnology or IntegrationConsent Management Platform (CMP) for IAB Europe Transparency & Consent Framework (TCF 2.0) compliance. Manages user cookie consent and preference settings. Partner ID: 31.
• PayPal (Europe) S.à r.l. et Cie, S.C.A.coreTechnology or IntegrationAlternative payment method for premium services. Users redirected to PayPal for payment. pferde.de has no access to PayPal account data.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• eBay Kleinanzeigen: Germany's largest general classifieds platform with a dedicated "Pferde" category covering horse sales, riding accessories, and stables. While not specialized, its massive liquidity and free listings exert significant competitive pressure on niche horse marketplaces like pferde.de.
• Quoka.de: German general classifieds portal with categories covering animals, services, and leisure goods. Functions as a broad incumbent that captures a portion of horse sale and equestrian listing demand that might otherwise go to specialized platforms.
• Markts.de: German free classifieds platform with categories including animals, riding, and leisure. Broad incumbent competing for general listing demand including horse-related posts.

Others

• Trustpilot A/S: Consumer review platform already integrated with pferde.de for user trust signals. Not a marketplace competitor but a critical infrastructure partner enabling trust-and-safety differentiation versus open classifieds.
• Onfido GmbH: Identity verification provider powering pferde.de's "geprüfte Identität" badge. While a technology partner, Onfido also serves competing marketplaces, meaning the differentiation it enables is replicable by any competitor with the budget to integrate it.

Emerging players

• Cavallo (Pferde Sport Verlag): Leading German equestrian magazine and digital media brand covering horse care, riding, and equestrian lifestyle. While primarily editorial, its brand authority and audience overlap with pferde.de's user base makes it a credible entrant or partner in equestrian e-commerce.

Direct peers

• ehorses GmbH: German online horse marketplace offering horse sales listings, breeding directories, and equestrian services. Most direct head-to-head competitor to pferde.de in the German horse classifieds category, with overlapping seller base and similar vertical specialization.
• Horse24: European horse marketplace operating across multiple countries with classified listings for sport and leisure horses, riding horses, and equestrian real estate. Comparable marketplace model with broader geographic footprint but similar core offering of horse sale listings and rider services.

Regional players

• Equine.com (HorseClicks): North American online horse marketplace offering classifieds for horse sales, tack, and equestrian services. Comparable marketplace model and vertical focus, but serving a different geography — useful as a strategic international benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.de/pferdede
• TikToktiktok.com/@pferde.de
• LinkedInlinkedin.com/company/pferde-de-dienstleistungen-gmbh

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 dienstleistungen GmbH