What Etuovi.com does

Etuovi.com is Finland's largest online housing marketplace, operated as a brand within Alma Media Oyj, a Nasdaq Helsinki-listed Finnish media conglomerate. The platform aggregates residential property listings for sale across Finland — 110,310 active listings at the time of data capture — covering apartments, houses, holiday homes, plots, agricultural and forestry properties, garages, and storage units. It serves two primary customer segments: Finnish consumer buyers and renters (1.4 million reached in 2025, generating over 1 billion listing page views) and professional real estate agents and brokerages who list and manage properties through the platform. A sister site, Vuokraovi.com, covers rental listings (approximately 32,232 active), and is integrated with Etuovi.com under common ownership.

The technology stack is a digital-first marketplace platform with a web frontend, dedicated iOS and Android mobile applications, and proprietary features including travel-time search (Matka-aikahaku), map-based search, automated property alerts (Hakuvahdit), and offline mobile access. Professional agents access workflow tools via KIVI (a property transaction management system, kiinteistönvälitysjärjestelmä) and OviPro (a listing and client management tool), both wholly-owned under Alma Media. No public API, SDK, or AI/ML capabilities are documented.

Etuovi.com operates a hybrid revenue model with three streams: (1) one-time self-service listing fees of €159 per property posted by individual sellers; (2) recurring subscriptions and professional service fees from real estate agents using KIVI, OviPro, and visibility promotion modules (Spotti, Nousu, Nousu Plus, Startti, Kärki); and (3) display advertising and partner content monetization (Displaymainonta, Sisältömarkkinointi) including cross-promotion with adjacent housing-lifecycle platforms (Nettimokki, Urakkamaailma.fi, Muuttomaailma.fi). GTM motion is primarily product-led through self-service listing and search, supplemented by direct sales to enterprise brokerage customers across regional sales teams covering all Finnish regions. Etuovi.com is a wholly-owned subsidiary within Alma Media Oyj, not a separately listed or funded entity; no standalone funding history or revenue disclosure exists.

Name

Etuovi.com

Legal name

Alma Media Oyj

Website

https://etuovi.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Etuovi.com is Finland's largest online housing marketplace, operated under Alma Media Oyj, aggregating 110,000+ property listings for sale and serving 1.4 million Finnish consumer buyers/renters alongside professional real estate agents using integrated workflow and visibility tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Self-service property listings: Users pay a flat fee to list their property for sale on the platform. Single listing fee model.
2. Broker/agent listings and services: Real estate agents and brokers list properties through professional tools (KIVI, OviPro) and pay for visibility solutions and professional services
3. Display and targeted advertising: Banner advertising and visibility solutions for advertisers and partners on the platform

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Etuovi.com is Finland's largest housing marketplace, operated under Alma Media Oyj, connecting property sellers, buyers, and renters through an online listing platform. The service also provides professional transaction management and lead generation tools (KIVI, OviPro, Alma Liidiverkosto) for over 8,000 real estate agents.

Product overview

Etuovi.com operates as a multi-platform housing marketplace ecosystem owned by Alma Media Oyj. The core platform consists of Etuovi.com (Finland's largest housing search with 110,310+ listings for sale, holiday homes, plots, and farms) and its sister site Vuokraovi.com (rental apartment listings). Professional tools include KIVI (property transaction management system) and OviPro (agent workflow platform). Visibility promotion modules—Spotti, Nousu, Nousu Plus, Startti, and Kärki—offer tiered listing promotion options. Additional services include Alma Liidiverkosto for lead generation, display advertising, and content marketing solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Vuokraovi.com: Rental property listings service
• KIVI
• OviPro

Products and services

• Etuovi.com Housing Marketplace

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Alma Media OyjcoreOthersParent company owning and operating Etuovi.com as part of the Alma Media digital services portfolio. Alma Media is a Finnish media company listed on Nasdaq Helsinki.
• Vuokraovi.comcoreTechnology or IntegrationRental apartment platform under the same parent company (Alma Media), integrated into the Etuovi.com ecosystem for seamless property search across ownership and rental categories
• KIVIcoreTechnology or IntegrationProperty transaction management system (kiinteistönvälitysjärjestelmä) for real estate agents, integrated into the Etuovi.com broker ecosystem
• OviProcoreTechnology or IntegrationProfessional real estate transaction management tool for real estate agents, part of the Alma Media professional services suite alongside Etuovi.com
• NettimokkiminorGTM or Marketing PartnerHoliday cottage rental platform, cross-promoted on Etuovi.com as part of partner content ecosystem (Kumppanisisallot)
• Urakkamaailma.fiminorGTM or Marketing PartnerRenovation services marketplace, partner content promoted on Etuovi.com for home improvement services
• Muuttomaailma.fiminorGTM or Marketing PartnerMoving services comparison platform, partner content on Etuovi.com for relocation services

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Rightmove: UK's dominant property portal and global benchmark for residential marketplace economics. Operates the same agent-subscription + visibility-upgrade revenue model that Etuovi/Vuokraovi emulate.
• Zillow: US residential real estate platform with comparable marketplace-plus-agent-tooling positioning. Strategic benchmark for the long-run platform expansion path, although business model extends further into iBuying.
• Immobilienscout24: Germany's largest property portal (owned by Axel Springer). Demonstrates how a national portal can scale broker-software integration and visibility monetization in a larger addressable market than Finland.

Regional players

• Finn.no Eiendom: Norway's leading real estate vertical within the broader FINN marketplace (Schibsted). Comparable business model with national market-leader status, broker tools, and visibility-upgrade monetization.
• Booli: Swedish property search portal owned by Samhällsbyggnadsbolaget/Swedbank spin-off context. Comparable Nordic residential listings marketplace, now operating alongside Hemnet in Sweden.
• Hemnet: Sweden's dominant residential property portal, listed on Nasdaq Stockholm. Closest Nordic analogue to Etuovi in terms of marketplace dominance, broker-software integrations, and tiered visibility monetization.

Others

• Urakkamaailma.fi: Finnish renovation services marketplace and Etuovi partner content. Adjacent ecosystem participant extending Etuovi's reach into home-improvement services rather than a direct listing-marketplace competitor.

Direct peers

• Oikotie: Direct Finnish competitor offering property listings, rental search, and agent directory. Operates within the Sanoma group and competes head-on with Etuovi for agent relationships, consumer traffic, and listing inventory in Finland.
• Tori.fi: Schibsted-operated Finnish general marketplace with a significant real estate vertical. Overlaps with Etuovi on consumer listings, particularly in the alternative/non-broker segment, exerting competitive pressure on self-service fees.

Emerging players

• Nettimökki: Finnish holiday-cottage rental platform and Etuovi partner. Overlaps with Etuovi's vacation-home segment, representing both a partnership and a potential adjacent competitor in the loma-asunnot vertical.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/etuovicom
• Facebookfacebook.com/Etuovicom
• LinkedInlinkedin.com/company/etuovi-media-oy
• Instagraminstagram.com/etuovicom

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Etuovi.com