Hafh

What Hafh does

HAFH (Home Away from Home) is a privately held, founder-operated short-term and mid-term furnished apartment rental business based in Johannesburg, South Africa. The company was founded in 2016 and operates a small team of 1–10 employees, including named hosts Jodi and Kelly. Its portfolio consists of approximately six fully furnished units across four prime Johannesburg neighborhoods — Atholl Gardens (Sandton), Midrand, Paulshof, and Sunninghill — ranging from one-bedroom garden apartments to two-bedroom houses, with nightly rates of R916–R1,350 and monthly rates of R16,500–R24,300 (a 40% discount for stays of a month or longer). Properties feature modern amenities such as high-speed fiber internet, streaming services, biometric security, on-site gyms, pools, co-working spaces, and weekly cleaning for stays over 10 days.

The business serves two primary customer segments: business travelers requiring extended accommodation in the Sandton business district, and leisure travelers and families seeking home-like furnished spaces. HAFH does not disclose any proprietary technology, mobile app, or AI/ML capabilities; its digital footprint is limited to a website with a contact-form booking inquiry, Facebook, and WhatsApp/phone communication channels. The company follows a direct-to-consumer distribution model with no OTA partnerships or third-party resellers, relying on its website, customer testimonials, and small-team responsiveness for demand generation.

HAFH's revenue model is straightforward rental income from nightly and monthly bookings, with quote-based pricing handled manually rather than through a dynamic or automated pricing engine. The company's competitive positioning emphasizes personalized host service, prime Sandton-area locations, and fully furnished amenities at price points below comparable Johannesburg Airbnb offerings on a long-stay basis. No institutional backing, funding rounds, M&A activity, patents, awards, or named management team are disclosed.

Name

Hafh

Legal name

HAFH

Website

https://hafh.co.za

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

HAFH is a privately held Johannesburg-based operator of fully furnished short-term and mid-term rental apartments across four Sandton-area neighborhoods (Atholl Gardens, Midrand, Paulshof, Sunninghill), serving business and leisure travelers seeking home-like accommodations with modern amenities.

Ownership category

akta.pro rank

Product category

Short-term and Mid-term Furnished Apartment Rentals

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Condos & Apartments (Entire Unit) (THAMAAAB)

Keywords

• Short-term rentals
• Furnished apartments
• Mid-term housing
• Serviced accommodation
• Apartment rentals

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Short-term rentals: Nightly rental income from fully furnished apartments across four Johannesburg neighborhoods. Rates range from R 916 to R 1,350 per night depending on property type and size.
2. Mid-term/monthly rentals: Monthly rental income with 40% discount applied to standard nightly rates. Monthly rates range from R 16,500 to R 24,300, providing flexible accommodation options for extended business stays.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

HAFH provides fully furnished short-term (nightly) and mid-term (monthly) rental apartments and houses across four prime Johannesburg neighborhoods: Atholl Gardens (Sandton), Midrand, Paulshof, and Sunninghill. The portfolio spans 1-bedroom and 2-bedroom units with modern amenities including fiber internet, co-working spaces, gyms, pools, biometric security, weekly cleaning, and fully equipped kitchens. Properties are priced at R 916–R 1,350 per night or R 16,500–R 24,300 per month, with a 40% discount applied to monthly stays, targeting business and leisure travelers seeking home-like accommodations.

Product overview

HAFH is a short-term and mid-term accommodation provider offering fully furnished apartments and houses across four prime Johannesburg neighborhoods: Atholl Gardens (Sandton), Midrand, Paulshof, and Sunninghill. The portfolio includes 1-bedroom and 2-bedroom units ranging from R 916 to R 1,350 per night, with monthly rates offering approximately 40% discount. Properties feature modern amenities including fiber internet, co-working spaces, gyms, pools, and biometric security. All units are fully furnished with kitchen appliances, weekly cleaning for stays over 10 days, and flexible booking options for business or leisure travelers.

Differentiator

Problem solved

Functional benefit

Products and services

• Atholl Gardens 1-Bedroom Apartments ('Atholl 129' / 'Atholl 15') Fully furnished 1-bedroom, 1-bathroom apartment near Sandton City featuring open-plan kitchen and living area, separate bedroom, shower bathroom, coffee machine, dishwasher, and fiber internet for streaming. Includes access to on-site co-working space with private booths, desks, lounge and backup power, gym facilities, weekly cleaning, and biometric security. Priced at R 958.00 per night or R 17,250.00 per month; suits up to two adults and one infant.
• Atholl Gardens 2-Bedroom Apartment ('Atholl 57') Modern 2-bedroom, 2-bathroom apartment near Sandton City with open-plan layout, fully equipped kitchen, on-site co-working space, laundry service, and biometric entry. Accommodates up to four adults and an infant. Priced at R 1,350.00 per night or R 24,300.00 per month.
• Midrand Garden Apartment ('Midview 66') Stylish 1-bedroom, 1-bathroom garden apartment in Midrand near New Road and N1 highway, with fully equipped kitchen including coffee station, queen-size bed, shower and bathtub, complimentary Wi-Fi, gym in clubhouse, and pool access. Accommodates two adults and one child. Priced at R 916.00 per night or R 16,500.00 per month.
• Paulshof 2-Bedroom House ('Central 60') Homely 2-bedroom simplex in Paulshof complex with 2 bathrooms, double garage (1.96m height limit), cozy back garden, fully furnished with fridge/freezer, washing machine, dishwasher, gas hob, electric oven, and microwave. Accommodates up to 4 adults and 2 children under 13. Priced at R 1,350.00 per night or R 24,300.00 per month.
• Sunninghill Garden Apartment ('Singati 75') Comfortable 1-bedroom, 1-bathroom garden apartment in Sunninghill with cozy sleeper sofa, covered patio, private garden, open-plan layout, fully equipped kitchen with coffee machine and dishwasher, and undercover parking for vehicles under 2m. Accommodates up to four guests. Priced at R 916.00 per night or R 16,500.00 per month.

Quantifiable outcome

• 40% discount on monthly stays compared to nightly rates

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• Marriott Homes & Villas: Marriott's premium home rental program offering vetted furnished residences in select cities. Represents the hotel-brand incursion into the upscale short-stay apartment category HAFH serves.

Broad incumbents

• Vrbo: Vacation rental platform focused on whole-home stays. Comparable to HAFH's core offering of full furnished apartments and houses for short-term guests.
• Airbnb: Global short-term rental marketplace. While not a direct operator, Airbnb is the dominant demand channel for furnished short-term stays in Johannesburg and competes for the same guests and hosts that HAFH targets.
• Booking.com: Major online travel agency offering hotels and alternative accommodations globally. Booking.com listings absorb a significant share of Johannesburg short-stay demand that HAFH's direct model bypasses.
• City Lodge Hotel Group: Established South African hotel group with properties across the country. Competes for Johannesburg business and leisure travelers with a focus on functional, mid-scale accommodation.
• African Sun: African hospitality group operating hotels and resorts across multiple African markets. Comparable as an incumbent hospitality operator pursuing regional expansion in serviced accommodation.

Regional players

• LekkeSlaap: South African online booking platform specializing in local vacation rentals and getaways. Comparable as a regional distribution channel for short-term furnished accommodations in South Africa.
• TravelGround: South African accommodation marketplace focused on self-catering and alternative lodging. Comparable to HAFH's furnished apartment and house offering for travelers seeking home-style stays.
• Safarinow: South African accommodation and travel booking site covering hotels, guesthouses, and self-catering units. Overlaps with HAFH on furnished short-stay supply in major SA cities.

Direct peers

• The Capital Hotels and Apartments: South African operator of serviced apartments and hotels in Sandton and other major cities. Directly comparable to HAFH in offering fully furnished extended-stay units targeting business travelers in Johannesburg.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HAFHaccommodations
• LinkedInlinkedin.com/company/hafh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Hafh