Pulmad.ee

What Pulmad.ee does

Pulmad.ee is Estonia's oldest and largest wedding portal, operating continuously since 2007–2010 (the company formation records cite 2010; the Aasta Tegija competition and Eesti Pulmad expo have run annually since 2007). The company operates as 1/2 Mind OÜ, a privately held Estonian limited company headquartered in Keila and led by founder Virgo Jaani. It serves a two-sided market: couples planning weddings (noorpaarid) and wedding service providers (tegijaad) — venues, photographers, caterers, bands, DJs, florists, officiants, and wedding planners.

The platform combines a vendor directory of 800+ providers across 30+ categories with integrated planning tools — task lists, a budget calculator, an interactive Gantt-style day schedule, a guest list manager with RSVP tracking, and a free wedding website builder with clean URLs (name.pulmad.ee). Recent additions include an AI-powered hybrid search that matches couples to vendors contextually, an AI Wedding Assistant that answers questions and composes schedules, and Pulmapulss, a statistical model using Statistics Estonia data to predict regional wedding trends. The technology stack is a WordPress-based platform with WooCommerce powering directory listings and subscription billing, augmented with social login (Facebook, Google), analytics (Google Analytics, Microsoft Clarity), and ad pixels (Meta, Google AdSense, Microsoft Advertising).

Pulmad.ee's revenue is generated through three primary streams: (1) tiered vendor directory subscriptions ranging from a free listing to Gold (€300/year) with search priority, homepage featuring, a verified vendor badge, and Facebook promotion days; (2) PRO subscriptions for couples at €15/month or €70/year unlocking unlimited AI assistant usage, RSVP email invitations with reminders, and CSV/XLS exports; and (3) event revenue from organizing the annual Eesti Pulmad wedding expo and the Aasta Tegija (Vendor of the Year) awards program, both running since 2007. Distribution is entirely domestic — Estonia only — via the website, Facebook, SEO and content marketing, an email newsletter, and the annual in-person expo.

Name

Pulmad.ee

Legal name

1/2 Mind OÜ

Website

https://pulmad.ee

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Pulmad.ee operates Estonia's oldest and largest wedding portal, offering a vendor directory of 800+ providers, integrated planning tools, AI-powered search and assistant, and an annual wedding expo for couples and SMB wedding service providers in Estonia.

Ownership category

akta.pro rank

Product category

Wedding Marketplace and Planning Platform

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Vendor Sourcing & Management (Venues, Catering, Photo/Video, Music) (HSACABAG)

akta.pro secondary industry

Full-Service Wedding Planning (HSACABAA)

Keywords

• Wedding marketplace platform
• Wedding vendor directory
• Wedding planning tools
• Wedding expo services
• AI wedding assistant

Headquarters

HQ city

Tallinn

HQ country

Estonia

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, Operations, Infrastructure

Revenue model

1. Wedding Vendor Directory Subscriptions: Wedding service providers (venues, photographers, caterers, DJs, etc.) pay annual subscription fees for directory listings with varying visibility levels. Tiers: Free, Bronze (100€/year), Silver (150€/year), Gold (300€/year). Higher tiers provide search priority, homepage/ategory featuring, verified badge, more photos, and free advertising days.
2. PRO Account (Couples Premium): Couples can upgrade to PRO for premium planning features: unlimited AI assistant, RSVP invitations with email and reminders, RSVP form on wedding website, CSV/XLS guest import, PDF/XLS exports. Monthly subscription 15€/month or 70€/year. First month free for all new users.
3. Event Revenue (Pulmamess): Revenue from organizing the annual 'Eesti Pulmad' (Estonian Weddings) trade show/expo. Event features exhibitors, fashion show, catering, and networking for couples and vendors.
4. AI-generated Expert Articles: Wedding professionals who answer 10 questions about their field receive a free expert article for the Tips section, serving as content marketing/sSEO for the platform while incentivizing vendor participation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Pulmad.ee operates Estonia's largest wedding marketplace and planning platform, combining a vendor directory of 800+ service providers across 30+ categories with AI-powered search, planning tools, and a wedding website builder for couples. The company monetizes through tiered vendor subscription packages (Tasuta/Pronks/Hõbe/Kuld), a "Noorpaar PRO" premium subscription for couples, an annual flagship wedding expo "Eesti Pulmad," and proprietary "Pulmapulss" market analytics. The platform serves both B2C couples planning weddings and B2B wedding service providers across Estonia.

Product overview

Pulmad.ee is Estonia's oldest and largest wedding portal (operational since 2010), offering a comprehensive wedding planning ecosystem. The core platform centers on a vendor directory with 33+ categories (venues, photographers, caterers, bands, etc.) featuring AI-powered hybrid search. Integrated planning tools include task management, budget calculator, interactive Gantt-style scheduling, and guest list management. Premium PRO accounts unlock an AI wedding assistant, wedding website builder with clean URLs, and RSVP invitation systems. The platform also organizes Estonia's largest annual wedding expo (Pulmamess 'Eesti Pulmad') and runs the prestigious Aasta Tegija vendor recognition program. Vendors can purchase tiered subscription packages (Tasuta/Pronks/Hõbe/Kuld) with increasing visibility benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Vendor Directory Subscription Packages (Tasuta/Pronks/Hõbe/Kuld) Tiered annual subscription packages for wedding service providers (venues, photographers, caterers, etc.) to list on Estonia's largest wedding vendor directory. Tiers scale from free basic listing (Tasuta) to premium (Kuld) with greater visibility, lead volume, and promotional features. Targets owner-operators and marketing managers of SMB wedding businesses.
• Noorpaar PRO Premium Subscription Premium subscription tier for engaged couples (noorpaar in Estonian) using Pulmad.ee's planning platform, providing enhanced features beyond the free tier for wedding planning, vendor discovery, and website creation. Targeted at couples planning weddings in Estonia.
• Pulmamess 'Eesti Pulmad' Annual Wedding Expo Annual in-person wedding expo organized by Pulmad.ee, the largest wedding exhibition in Estonia where couples can meet vendors in person. Vendors purchase exhibitor booths to gain direct access to prospective customers. The expo also serves as a platform for the 'Aasta Tegija' vendor recognition awards.
• Aasta Tegija Vendor Recognition Program Annual recognition awards ('Vendor of the Year') given to wedding service providers in various categories, presented at the 'Eesti Pulmad' wedding expo. Recognizes excellence and provides marketing value to awarded vendors.

Quantifiable outcome

• 800+ wedding vendors listed across 30+ service categories
• +2 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature5 records

Scale indicators7 records

Recent moves6 records

Direct peers

• Joy: Joy is a wedding planning platform with website, RSVP, and registry tools. Comparable to Pulmad.ee's wedding website builder and RSVP system for couples planning weddings.
• Bridebook: Bridebook is the UK's leading wedding planning app and marketplace, combining vendor directory with planning checklist and budget tools. Direct comparable to Pulmad.ee's two-sided model in a single-country market.
• Zola: Zola is a modern US-based wedding planning platform offering registry, website builder, RSVP, and vendor marketplace. Comparable to Pulmad.ee's PRO account feature set (wedding website, RSVP, planning dashboard).
• WeddingWire: WeddingWire (now part of The Knot Worldwide) is a global wedding vendor marketplace and planning platform. Closely comparable business model to Pulmad.ee: vendor directory subscriptions + couple-side planning tools.
• Hitched: Hitched is a UK-based wedding directory and planning website operated by hitched Ltd. Comparable to Pulmad.ee in combining vendor listings, planning tools, and editorial content for a single national market.
• The Knot Worldwide: The Knot Worldwide is the largest wedding planning portal and marketplace in the US, combining vendor directory, planning tools, and content — directly analogous to Pulmad.ee's Estonia-focused offering. Both operate two-sided marketplaces connecting couples to wedding vendors.
• Easy Weddings: Easy Weddings is Australia's largest wedding directory and marketplace, with planning tools and content. Strong functional comparison to Pulmad.ee as a national-scale wedding portal and vendor marketplace.

Regional players

• Bodas.net: Bodas.net is a leading Spanish-language wedding marketplace (part of The Knot Worldwide). Comparable vendor directory + planning tool stack to Pulmad.ee, serving a different European market with similar cultural use case.
• Planwedd: Planwedd is a Latvia-based wedding planning portal, the closest regional (Baltic) peer to Pulmad.ee. Same language family and wedding culture, providing a potential geographic adjacency reference or partnership vector.

Broad incumbents

• Marthastewart Weddings / Brides: Brides (formerly Brides.com, part of Dotdash Meredith) is a legacy US wedding media brand with planning content and a vendor marketplace. Broad incumbent with editorial focus overlapping Pulmad.ee's content + directory model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pulmad.ee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Pulmad.ee