What Hemnet Group AB (publ) does

Hemnet Group AB (publ) operates Sweden's leading residential property portal, founded in 1998 and listed on Nasdaq Stockholm (ticker: HEM) following its 2021 IPO. The platform connects individual property sellers, buyers, and real estate agents on hemnet.se, native iOS applications, and a ChatGPT-integrated app, with approximately 90% of homes sold in Sweden advertised on Hemnet and 82% market coverage of 2025 transactions. Its technology stack is a cloud-based property platform hosted on AWS and Google Cloud, leveraging proprietary Swedish property data including 3.5 million mapped villas and homes and 247 million annual searches to power AI-driven conversational search and generative image restyling features.

The company generates revenue primarily through transaction-based listing fees paid by property sellers (Average Revenue Per Listing of SEK 9,109 in Q1 2026, up 12.2% YoY) and a recurring B2B segment serving real estate agents, real estate developers, and advertisers. In 2026, Hemnet restructured its seller monetization with the nationwide rollout of 'Sell first, pay later', which defers payment until a property is sold and shifts revenue recognition into subsequent quarters. The company supplements core listings with premium add-ons (Hemnet Plus, Hemnet Premium, Raketen, Förnya annons), market research (Buyer Barometer), and 86 strategic partnerships with real estate agent brand owners including Courtier Group, MOHV, and Property & Partners.

Hemnet distributes through self-serve digital channels for consumers and direct enterprise sales for agents and developers, with employees from 15+ countries supporting product, sales, and brand functions from its Stockholm headquarters. The company is led by CEO Jonas Gustafsson and a newly appointed CFO Peter Messner (June 2026), with active capital return via a SEK 600 million share buyback program and an SEK 1.90 per share dividend for FY 2025.

Name

Hemnet Group AB (publ)

Legal name

Hemnet Group AB (publ)

Website

https://hemnetgroup.se

Company type

Public

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Hemnet Group AB (publ) operates Sweden's leading residential property portal, connecting property sellers, buyers, and real estate agents through a cloud-based platform with 82% market coverage of Swedish home sales in 2025.

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

Digital Commerce or Content

Cost components

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

Revenue model

1. Property seller services: Revenue from property sellers who pay for listings on the platform, including value-added services such as Hemnet Plus, Hemnet Premium, Raketen, and 'Förnya annons' (Renewal). ARPL (Average Revenue Per Paid Listing) was SEK 9,109 in Q1 2026, up 12.2% year-on-year.
2. B2B services: Revenue from B2B segment including real estate agents, real estate developers, and advertisers. New construction segment showed 10% year-on-year revenue growth in Q1 2026.
3. Sell first, pay later: Revenue recognized upon a completed sale rather than at time of publication for listings utilizing this option. This creates a timing shift of revenue to subsequent quarters.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hemnet operates Sweden's leading online property marketplace (hemnet.se and mobile apps) where individual property sellers, real estate agents, and developers list residential properties for sale. The company monetizes primarily through per-listing fees from sellers (Average Revenue Per Paid Listing of SEK 9,109 in Q1 2026), B2B subscriptions and partnerships with real estate agent brand owners, and platform advertising.

Product overview

Hemnet Group AB (publ) operates Sweden's leading property portal platform, established in 1998 and listed on Nasdaq Stockholm. The company offers a property listing platform connecting buyers, sellers, and real estate agents, with approximately 90% of homes sold in Sweden advertised on Hemnet. The product portfolio includes the core Hemnet platform with premium add-on services (Hemnet Plus, Hemnet Premium, Raketen, Förnya annons), AI-powered features (conversational search, Reimagine Images), the innovative 'Sell first, pay later' payment model, market research (Buyer Barometer), B2B services for real estate agents and developers, advertising solutions, and integration with ChatGPT.

Differentiator

Problem solved

Functional benefit

Products and services

• Hemnet property portal platform Sweden's leading online property marketplace accessible via hemnet.se, iOS app, and ChatGPT integration, where individual sellers, real estate agents, and developers list residential properties for sale. The platform serves over 1.8 million weekly visitors with search, listing management, and market information services.
• Sell first, pay later Innovative payment model service launched in Stockholm in February 2026 and rolled out nationwide on March 30, 2026, where property sellers only pay for their Hemnet listing when, and only if, the property is sold. Reached 41% conversion rate of all published listings by April 2026.
• Hemnet Buyer Barometer
• Hemnet app in ChatGPT Integrated app within ChatGPT launched in March 2026, making Hemnet the first housing platform in Sweden to launch such an integration, combining Hemnet's property data with ChatGPT's conversational AI capabilities for property search.

Quantifiable outcome

• 82% of all homes sold in 2025 were advertised on Hemnet
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Sverige för UNHCRcoreStrategic or Co-development Partner · 1 January 2022Since 2022, Hemnet supports refugees beyond Sweden's borders through continuous contributions to Sverige för UNHCR (UNHCR's Swedish chapter). Hemnet contributes SEK 150,000 annually to support the right of all people to a safe home.
• Stockholms Stadsmission (Bobyrån)coreStrategic or Co-development Partner · 1 January 2019Since 2019, Hemnet has been a proud partner of Stockholm City Mission and its initiative 'Bobyrån' which helps people in social vulnerability find permanent housing solutions. Hemnet contributes SEK 500,000 annually and participates in volunteering activities.
• VasakronancoreOthersHemnet's office is located in a building owned by Vasakronan, ranked as one of the world's most sustainable property owners by GRESB. Vasakronan provides office space with high environmental standards including LEED platinum certification and renewable energy.
• AWS (Amazon Web Services)coreTechnology or IntegrationCloud service provider with ambitious climate agenda. Hemnet has no local physical IT operations and uses cloud services exclusively, resulting in minimal emissions from platform operations.
• Google CloudcoreTechnology or IntegrationCloud service provider with ambitious climate agenda. Hemnet's platform emissions are minimal thanks to partnerships with global actors like Google Cloud with their own ambitious climate commitments.
• Courtier GroupcoreChannel Partner/ Reseller/ DistributorStrategic partnership with real estate agent brand owner. 86 agreements signed with real estate agent brand owners including Courtier Group, with first features for enhanced brand exposure now live.
• MOHVcoreChannel Partner/ Reseller/ DistributorStrategic partnership with real estate agent brand owner as part of Hemnet's expanding industry ties with 86 agreements signed with real estate agent brand owners.
• Property & PartnerscoreChannel Partner/ Reseller/ DistributorStrategic partnership with real estate agent brand owner as part of Hemnet's expanding industry ties.
• Women in TechminorStrategic or Co-development PartnerCollaboration and sponsorship with Women in Tech initiative to support gender diversity in tech. Hosted three internal Women in Tech events/meetups at office with over 300 women attending.
• DNB Carnegie Investment BankminorOthersInvestment bank managing share buyback transactions on Nasdaq Stockholm on behalf of Hemnet.

Scale indicators12 records

Recent moves8 records

Expansion highlights6 records

Regional players

• Finn.no: Norway's leading general classifieds platform with strong property vertical. Direct Nordic regional peer with similar marketplace dynamics and agent-adjacent advertising model.
• Idealista: Leading property portal in Spain, Portugal, and Italy. Closest geographic peer to Hemnet in continental Europe with similar vertical property marketplace model.
• Domain Holdings: Australian residential property portal (domain.com.au) competing with REA Group. Comparable subscription/listing-fee revenue mix and AI feature development.
• Immobilienscout24: Germany's largest property portal and a sister company of Hemnet's historical owner (Scout24 group family tree). Highly comparable business model with subscription agent relationships.
• SeLoger: France's largest property portal. Comparable European property portal with agent subscription revenue model and consumer property search experience.
• PropertyGuru Group: Leading property marketplace in Southeast Asia (Singapore, Malaysia, Thailand, Vietnam, Indonesia). Public peer that mirrors Hemnet's portal business model and AI-driven feature roadmap.

Direct peers

• REA Group: Australian property portal operator (realestate.com.au), dominant in its home market with subscription-based agent model. Strong peer for Hemnet given similar marketplace economics and category leadership.
• Booli: Swedish property search platform acquired by Samhällsbyggnadsbolaget. The most direct in-country competitor to Hemnet with overlapping listing data and buyer-side traffic.
• Zillow: Leading US residential property marketplace connecting buyers, sellers, and agents. Direct comparison point for Hemnet's portal/marketplace business model, ad-supported listings, and AI-driven search features.
• Rightmove: UK's leading property portal with dominant market share among UK estate agents. Closest international analog to Hemnet given similar portal-led business model and agent subscription revenue stream.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/hemnet
• Facebookfacebook.com/hemnet.se
• LinkedInlinkedin.com/company/hemnet
• Instagraminstagram.com/hemnet

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Hemnet Group AB (publ)