Alma Media strengthens housing and consumer services portfolio with acquisition of Effortia and its leading comparison platforms

Alma Media strengthens housing and consumer services portfolio with acquisition of Effortia and its leading comparison platforms

(IN BRIEF) Alma Media Corporation has acquired Effortia Ltd, a Finnish company specializing in consumer comparison services, from Boston Information Group. Effortia operates well-known platforms such as Sähkövertailu.fi, VertaaEnsin.fi, and Asuntojenmyynti.fi and recorded EUR 1.7 million in turnover in 2024. The acquisition will expand Alma Media’s digital consumer services offering, particularly in housing and energy, while improving customer acquisition opportunities for estate agents and energy companies. Effortia’s staff will transfer to Alma Media, with operations integrated into Alma Marketplaces’ Comparison Services division. From 1 September 2025, estate agent-related services will be reported under the Real Estate business.

(PRESS RELEASE) HELSINKI, 1-Sept-2025 — /EuropaWire/ — Alma Media Corporation has acquired Effortia Ltd, a Finnish provider of consumer comparison services, from Boston Information Group Ltd. With this transaction, Alma Media takes full ownership of Effortia, further strengthening its digital marketplaces portfolio. The parties have agreed not to disclose the purchase price.

Effortia is known for its widely used comparison platforms, including Sähkövertailu.fi for electricity contracts, VertaaEnsin.fi for financial and consumer services, and Asuntojenmyynti.fi, which helps consumers compare estate agents. Having expanded in recent years through acquisitions, Effortia generated EUR 1.7 million in revenue in 2024.

“Effortia’s services are an excellent strategic fit, supporting our goal of strengthening consumer-oriented digital services, especially in the housing market,” said Santtu Elsinen, EVP, Alma Marketplaces. “Electricity comparison is of strong interest to households, while estate agent comparison makes it easier to select the right partner when selling a property. This acquisition allows us to deliver better customer acquisition opportunities for property professionals and energy companies while further enhancing our comprehensive suite of comparison services, which already includes Urakkamaailma and Autojerry.”

Following the acquisition, Effortia’s employees will join Alma Media. The business will be integrated into Alma Marketplaces’ Comparison Services division, while services related to estate agent customer acquisition will be reported under the Real Estate business beginning 1 September 2025.

Alma Media has established itself as a leading provider of housing and comparison services in Finland, backed by a broad portfolio, strong consumer reach, and unique data resources. Its services span housing and property marketplaces such as Etuovi.com and Vuokraovi.com, commercial property platforms including Kauppalehti Toimitilat, Toimitilat.fi and Objektvision in Sweden, as well as a wide range of consumer services like Etua (loan comparison), Urakkamaailma (renovation), Muuttomaailma (moving services), and Nettimökki (cottage rentals).

Alma Media in brief

Alma Media is an international company of digital media, marketplaces and services with a strong capacity for renewal. We inspire human curiosity and choice by creating services that combine technology and content with a local heart. In Finland, our best-known brands include Kauppalehti, Talouselämä, Iltalehti, Jobly, Etuovi.com, Nettiauto and Nettimoto. Our recruitment services include prace.cz and jobs.cz in the Czech Republic, Profesia.sk in Slovakia and mojposao.net in Croatia.

In Finland, our business operations include leading housing and automotive marketplaces, financial and professional media, national consumer media and content and data services for businesses and professionals. Alma Media’s international business in Eastern Central Europe, Sweden and the Baltic countries consists of recruitment services and an online marketplace for commercial properties.

Alma Media operates in 11 countries in Europe and employs approximately 1,700 professionals. Alma Media’s revenue from continuing operations was EUR 313 million in 2024 of which the share of digital business was 84%. Alma Media’s share is listed on NASDAQ Helsinki. Read more at www.almamedia.fi/en/.

Media Contacts:

Maarit Tarkiainen, VP, Comparison Services, Alma Marketplaces
Tel. +358 10 665 2314

Tuomo Räsänen, VP, Real Estate, Alma Marketplaces
Tel. +358 10 665 2286

SOURCE: Alma Media