Husfoto i Sverige AB

What Husfoto i Sverige AB does

HF Agency (Husfoto i Sverige AB) is Sweden's largest dedicated real estate photography and visual media agency, founded in 2008 and headquartered in Linköping. The company operates a nationwide network of approximately 170 professional real estate photographers with regional offices in Linköping, Stockholm, Gothenburg, and Gävle, and claims to produce imagery for more than 25% of homes sold in Sweden. Its service portfolio spans core production — professional photography, drone, twilight, portrait, and film/video — alongside digital visualization and enhancement services (HF Studio) including E-styling, E-skymning (digital twilight), 3D-visning (3D tours), Planritning (floor plans), Visionsbild (conceptual visualizations), Reimagine, Animate, and InstaReel. Services are booked through a customer login portal (login.husfoto.se) with phone and email support, and the company maintains visible integrations with Sweden's leading listing platforms — Hemnet, Booli, Objektvision, and Fastighetssverige.

HF Agency runs a sales-led B2B go-to-market targeting three primary segments: real estate agents (mäklare), commercial property companies (fastighetsbolag), and new-construction developers (nyproduktion). Revenue is generated via per-property transaction fees across photography and add-on visualization services, with quote-based pricing rather than public list rates. The company is privately held, organized as a Swedish aktiebolag (org. no. 556768-5275), and operates as the Swedish entity within the broader HF Agency Group, which includes sister companies in Norway (Husfoto AS), Finland (ViSign Agency), and Germany (HF Agency Germany). No venture capital, private equity, or institutional investor ownership is disclosed in the source data, and reported annual revenue stands near 100 million SEK per Dagens Industri.

Name

Husfoto i Sverige AB

Legal name

HF Agency Sweden AB

Website

https://husfoto.se

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

HF Agency (Husfoto i Sverige AB) is Sweden's largest real estate photography and visual media company, running a nationwide network of approximately 170 photographers serving real estate agents, commercial property companies, and new-construction developers across Sweden.

Ownership category

akta.pro rank

Product category

Real Estate Photography & Media Services

NAICS

Commercial Photography (541922), Motion Picture and Video Production (51211)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Photography & Photo Production (BPAFAIAF)

akta.pro secondary industries

Real Estate, Architecture & Hospitality Marketing Video (MPADAEAO), Photography & Still Production (Stills, Product, Lifestyle) (MPAAAMAI)

Keywords

• Real estate photography
• Property media services
• Aerial drone photography
• 3D property visualization
• Digital home staging

Headquarters

HQ city

Linköping

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Photography Services: Photography and media services for residential and commercial property listings, billed per property/session
2. Digital Media and Visualization: E-styling, 3D visualizations, twilight effects, and vision images for property marketing
3. Film and Video Production: Professional video and film production services for property listings and commercial real estate

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Husfoto i Sverige AB (operating as HF Agency) is a nationwide Swedish media partner for the real estate industry, providing professional photography, drone, video, 3D visualization, digital staging, floor plans, and twilight imaging for residential and commercial property listings. The company operates through a network of approximately 170 in-house professional real estate photographers covering all of Sweden and runs an in-house 3D studio for advanced visualizations such as E-styling and vision images.

Product overview

HF Agency operates as a comprehensive national media partner for Sweden's real estate industry, offering a modular portfolio of photography and media services. The core offering includes professional photography (FOTOGRAFERING), drone photography (DRÖNARFOTO), twilight photography (SKYMNINGSFOTO), portrait photography (PORTRÄTTFOTO), and video production (FILM). These core services are complemented by digital enhancement add-ons including ANIMATE, REIMAGINE, INSTAREEL, 3D-VISNING, and PLANRITNING. The company's advanced visualization offerings include E-STYLING, E-STYLING PLUS, and E-SKYMNING for digital twilight effects, as well as VISIONSBILD for conceptual property visualizations. HF STUDIO serves as the in-house 3D studio brand producing magical visualizations for both existing properties and new construction projects. With approximately 170 professional real estate photographers nationwide, the company provides end-to-end property media services for residential and commercial real estate.

Differentiator

Problem solved

Functional benefit

Brands

• HF Studio: 3D visualization studio offering magical visualizations including E-styling and visionsbilder (vision images) for existing properties and upcoming projects.
• Reimagine
• InstaReel
• 3D-Visning
• Planritning
• E-Styling Plus

Products and services

• Photography (Fotografering) Professional real estate photography services for residential and commercial properties being sold or marketed in Sweden, delivered by the company's nationwide network of photographers.
• Drone Photography (Drönarfoto) Aerial drone photography providing bird's-eye views of properties and surrounding areas for use in property listings.
• Twilight Photography (Skymningsfoto) Dusk/twilight photography capturing properties in evening light for enhanced visual appeal in property marketing.
• Portrait Photography (Porträttfoto) Professional portrait photography services for real estate agents and property listings.
• Video Production (Film) Video production services for property listings including walkthroughs and promotional content for residential and commercial real estate.
• 3D Visualization (3D-Visning) Interactive 3D virtual tours and visualizations of existing properties and new development projects produced through the in-house HF Studio.
• E-Styling (Digital Staging) Digital furniture and interior staging service that virtually decorates empty properties to enhance visual appeal for listings.
• Floor Plans (Planritning) Professional floor plan drawings and layouts for property listings.
• Vision Image (Visionsbild) Conceptual visualization service showing potential property transformations or upcoming development projects before construction is completed.
• Commercial Property Media Services Photography, video, and marketing media services tailored for commercial property companies (fastighetsbolag) to attract tenants and buyers.
• Digital Twilight (E-Skymning) Digital manipulation to create twilight/dusk atmosphere for property images without an actual evening photo shoot.
• HF Studio In-house 3D studio producing visualizations including E-styling and visionsbilder for both existing properties and new construction projects.

Quantifiable outcome

• Over 25% market share - responsible for images for more than one in four homes sold in Sweden

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and major.

• FastighetssverigecoreGTM or Marketing PartnerStrategic collaboration with Fastighetssverige (the Swedish real estate industry association) showcasing their logo on the homepage and maintaining visibility in the property sector
• HemnetcoreGTM or Marketing PartnerSweden's largest real estate listing platform; HF Agency provides photography services for properties listed on Hemnet
• BoolimajorGTM or Marketing PartnerSwedish real estate search engine and listing platform; HF Agency serves as a media partner
• ObjektvisionmajorGTM or Marketing PartnerCommercial property listing platform in Sweden; HF Agency provides media services for commercial listings
• HF Agency Norway (Husfoto AS)coreStrategic or Co-development PartnerSister company operating in Norway; part of the HF Agency Group international expansion
• ViSign Agency (Finland)majorStrategic or Co-development PartnerSister company operating in Finland; part of the HF Agency Group international expansion
• HF Agency GermanymajorStrategic or Co-development PartnerSister company operating in Germany; part of the HF Agency Group international expansion

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• EyeEm: Global photography marketplace and contributor network with commercial licensing capabilities. Less specialized than HF Agency but operates a comparable photographer-network model and could enter real estate media as an adjacent vertical.
• Zillow Media (Zillow 3D Home): Major US property portal that built in-house 3D capture and media tools. Relevant as the benchmark for portal-led vertical integration of real estate media services — the structural risk HF Agency faces from Swedish portals such as Hemnet and Booli.

Emerging players

• Matterport: US-listed spatial data company whose 3D capture technology underpins many virtual tour offerings in real estate. Overlaps with HF Agency's 3D-visning service and represents a competing technology stack for property visualization that could pressure traditional photography-plus-staging workflows.
• Roomy (by Compass): AI-driven virtual staging and property visualization platform that competes directly with HF Agency's E-styling and visionsbild services. Comparable as a substitute product for one segment of HF Agency's digital enhancement portfolio, signaling the AI-enabled direction of the category.

Others

• Fastighetssverige: Swedish real estate industry association and HF Agency partner. Included as a contextual ecosystem player whose member base represents the demand-side buyers (fastighetsbolag, mäklare) that HF Agency serves.
• Hemnet: Sweden's largest property listing portal and a strategic partner of HF Agency. Listed as an 'other' because it is both partner and potential competitive threat — relevant for benchmarking demand dynamics in the Swedish housing market that drive HF Agency's order volume.

Regional players

• Fotograf Huset: Nordic commercial photography studio offering property and architectural photography. Comparable as a regional real estate photography specialist competing for the same Swedish and Nordic property marketing budgets, though with a more traditional studio-based model.

Direct peers

• PlanOmatic: US-focused provider of real estate photography, 3D tours, floor plans, and virtual staging with a national photographer network. Directly comparable to HF Agency in business model (network of photographers delivering standardized media packages to agents and brokerages) and service portfolio breadth.
• Spacely: UK-based real estate photography and virtual staging platform serving agents and developers with a network model similar to HF Agency. Comparable because both operate marketplace-style photographer networks offering photography, 3D tours, and digital staging as bundled media services to property professionals.
• All In Pro (Sweden): Swedish real estate marketing and photography provider targeting mäklare with media production services. Most direct Swedish domestic competitor to HF Agency, sharing the same buyer profile (real estate agents) and overlapping service mix including photography, video, and digital enhancement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hfagency_swe
• LinkedInlinkedin.com/company/husfoto
• Instagraminstagram.com/hfagency_swe

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 Husfoto i Sverige AB