SML

Name

SML

Legal name

Suomen Metsästäjäliitto ry

Website

https://metsastajaliitto.fi

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Riihimäki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees collected from individual members through local hunting clubs. Regional districts (piirit) are members of the national association. The membership provides access to Jahti magazine (4x/year), member benefits, insurance coverage, and participation in competitive shooting events.
2. Donations and Fundraising: Charitable donations collected via RA/2022/484 fundraising permit for game management, wildlife conservation, youth work, shooting ranges, and advocacy. Organized fundraising since 2014 supporting various projects across Finland.
3. Training and Certification Services: Revenue from hunter certification training (metsästäjätutkinto), shooting training (Metsästysammunnan ABC), and other educational programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Suomen Metsästäjäliitto is a national membership association for Finnish hunters offering annual membership services (Jahti magazine, insurance, partner discounts), hunter certification and shooting training, competitive shooting programs, a digital member portal (OmaJahti) and club registry (JahtiRekisteri), youth engagement programs, and advocacy/representation in Finnish and EU-level hunting policy.

Product overview

SML operates a unified member services platform centered around OmaJahti (member portal) and JahtiRekisteri (club registry), supported by Reviiri (hunting area management) and Jahti-lehti (quarterly magazine). The organization also provides Jahti-botti as an informational chatbot service. These products work together to serve 145,000 members across hunting clubs and districts, providing membership management, communication, and hunting-related information services.

Differentiator

Problem solved

Functional benefit

Brands

• OmaJahti: A member portal service for hunters to manage their membership, access member benefits, and read Jahti magazine digitally.
• Jahtimedia

Products and services

• JahtiRekisteri Centralized member registry system used by hunting clubs and districts to manage member data, track memberships, and handle club administration including event management.
• OmaJahti Member self-service portal where SML members can manage their personal information, access member communications, view benefits, read digital Jahti magazine, and interact with the association.
• Jahti-lehti Quarterly magazine publication for members, available in both print and digital formats, covering hunting news, techniques, and association activities.
• Reviiri Hunting area lease management system that enables hunting clubs to manage and administer hunting land rental agreements with real-time mapping capabilities.
• Jahti-botti Chatbot service accessible via Azure Static Web Apps for members to get quick answers to hunting-related questions.

Quantifiable outcome

• 145,000 members served through local clubs and districts
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• EräkontticoreGTM or Marketing PartnerEräkontti is an outdoor equipment retailer offering member discounts to SML members. Partnership includes advertising on SML website and events. Eräkontti operates retail stores for outdoor and hunting equipment.
• If (Insurance)coreGTM or Marketing PartnerIf provides insurance products with member discounts for SML members. Association offers If's insurance as part of membership benefits package.
• SakocoreGTM or Marketing PartnerSako is a Finnish firearms manufacturer. Partnership includes advertising on SML website. Offers member discounts on firearms and accessories.
• St1minorGTM or Marketing PartnerEnergy company offering fuel discounts to SML members through the partnership program.
• SubaruminorGTM or Marketing PartnerAutomobile manufacturer offering vehicle discounts to SML members for hunting and outdoor transportation needs.
• Reviiri (Tracker Oy)coreTechnology or IntegrationReviiri is a land management system for hunting clubs to manage rental agreements and track hunting areas. Offered at discounted rate (€109/year) to SML member clubs vs. regular €199/year.
• Hyvinkään Konetalo OyminorGTM or Marketing PartnerLocal machinery and equipment retailer offering member discounts.
• Kymen Ympäristölaboratorio OyminorGTM or Marketing PartnerEnvironmental laboratory services for game and wildlife analysis, offered at member rates.
• FACE (Federation of Associations for Hunting and Conservation)coreStrategic or Co-development PartnerEuropean-level advocacy organization representing hunters at EU policy level. SML participates through FACE for international hunting policy influence.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Luonnonvarakeskus (Luke) – Natural Resources Institute Finland: Finland's government research institute that conducts wildlife and game management research informing the very regulations SML advocates on. Adjacent rather than competing, but a key ecosystem stakeholder whose data and policy outputs shape SML's operating environment.
• Eräkontti: Finnish outdoor and hunting equipment retailer that is a current 'core' partner of SML, offering member discounts. Comparable ecosystem participant on the commercial side — adjacent rather than competitive, and a counterparty in SML's member benefits program.

Direct peers

• BASC (British Association for Shooting and Conservation): UK membership organization for shooting sports and conservation offering insurance, training, magazine, and political advocacy — a near-direct analogue to SML's bundle of services, with overlapping partner-discount and club-affiliation models.
• Svenska Jägarförbundet (Swedish Hunters' Association): The Swedish counterpart to SML: a national membership-based hunters' association offering training, magazine, insurance, and advocacy. Operates with a very similar structure of regional districts and local clubs in the same Nordic regulatory environment.
• Fédération Nationale des Chasseurs (FNC): France's national hunters' federation. Comparable in mission (advocacy, training, member services) and structure (regional and departmental offices feeding into a national body), though operating in a markedly different regulatory and cultural context.
• Deutscher Jagdverband (DJV): Germany's national hunting federation, the largest in Europe, providing member services, training, and advocacy under a parallel organizational model to SML — albeit at substantially greater scale and with broader hunting tradition.
• NSSF (National Shooting Sports Foundation): US trade association for the firearms and shooting sports industry, providing training, advocacy, and member services. Comparable in mission and structure but operating in a much larger commercial and political market with broader scope across firearms manufacturing and retail.

Broad incumbents

• FACE (Federation of Associations for Hunting and Conservation of the EU): European-level umbrella body of which SML is a member through Finland. Comparable in mission (hunting advocacy, conservation) but operates one tier above SML as a Brussels-based federation representing national associations across the EU.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SML1921
• YouTubevimeo.com/metsastajaliitto
• Facebookfacebook.com/Suomen-Mets%C3%A4st%C3%A4j%C3%A4liitto-Finlands-J%C3%A4garf%C3%B6rbund-ry-104946552877460
• Instagraminstagram.com/metsastajaliitto1921
• LinkedInlinkedin.com/company/metsastajaliitto

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 SML