GPPI Portal Profile · 2025

Booli Search Technologies AB

Most comprehensive aggregated supply of Swedish homes for sale, combined with the largest open database of sold prices and automated valuations; a transparent, data-rich search...

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Last updated: 2026-01-09Confidence:MediumSources:GPPI researchPublic information

Analysis byCoraly Research Team·Editorial Team

Informational profile summary based on GPPI research and public information. Not legal, financial, or investment advice.

GPPI Summary

Booli is Sweden's second-largest property portal, owned by SBAB Bank and positioned as a technology-led alternative to the dominant Hemnet. It aggregates residential properties for sale across Sweden — including houses, apartments, plots, and holiday homes — drawing listings from professional real estate agents. Booli distinguishes itself with detailed price history tools, sold transaction data, and neighbourhood analytics popular among data-conscious Swedish buyers. The platform integrates with SBAB mortgage calculators to support end-to-end home-buying decisions, competing with Hemnet on data richness and user experience.

Compare with a rival portal:Booli Search Technologies AB vs Hemnet Group AB →

Key takeaways

1.Positioning: Most comprehensive aggregated supply of Swedish homes for sale, combined with the largest open database of sold prices and automated valuations; a transparent, data-rich search and...
2.Marketplace model: Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance)..
3.Monetization: Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users., Hittamäklare broker...
4.Product emphasis: Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects., Sold-price database: largest open...
5.GPPI lens: assessed across Listing Quality, Discoverability, Market Experience, and Product Innovation (full index access for verified operators).

GPPI Answer Box: Booli Search Technologies AB

A quick reference.

-Geographies served: Sweden (nationwide coverage, ~95% of traffic from Sweden).
-Marketplace model: Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance)..
-Primary monetization: Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users. (+3 more).
-Product emphasis: Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects., Sold-price database: largest open register of sold prices in Sweden with bid history and lagfart integration., Automated valuations: free online valuation for any address with monthly email updates; more than 1 million valuations performed. (+4 more).
-GPPI lens: Listing Quality · Discoverability · Market Experience · Product Innovation.

At a glance

Domain

booli.se

Headquarters

Olof Palmes gata 31, 111 22 Stockholm, Sweden

Founded

2007

Core market

Sweden (nationwide coverage, ~95% of traffic from Sweden)

Geographies served

Sweden (nationwide coverage, ~95% of traffic from Sweden)

Marketplace type

Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance).

Monetization

Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users. (+3 more)

Ownership

Wholly-owned subsidiary of SBAB Bank AB (publ), a Swedish state-owned digital mortgage bank.

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Overview

Most comprehensive aggregated supply of Swedish homes for sale, combined with the largest open database of sold prices and automated valuations; a transparent, data-rich search and analytics layer integrated with SBAB’s mortgage and housing-finance services.

Market model: Booli Search Technologies AB serves Home buyers, sellers and owners in Sweden researching listings, prices and valuations; professional users (brokers, developers, lenders, municipalities) using Booli Pro and Hittamäklare. and works with Residential properties for sale (and coming soon) in Sweden sourced from broker websites, developer sites, and land-registry data (lagfarter). Broker and developer systems feed listings; Booli does not charge listing fees..

Business model

Monetization signals

1.Revenue stream: Display and native advertising, including Google AdSense and direct banner sales.
2.Revenue stream: Booli Pro subscriptions and data/analytics offerings for professional users.
3.Revenue stream: Hittamäklare broker lead-generation and potential subscription/lead-fee revenue.
4.Revenue stream: Indirect economics via SBAB mortgage, savings and loan products acquired through Booli/Hittamäklare funnels.
5.Revenue stream: Potential (and partially observed) structured data access or licensing to third parties.
6.Pricing model: Listings are free (no listing fees); monetization via advertising (CPM and sponsorships), B2B SaaS (Booli Pro), broker lead generation (Hittamäklare) and internal mortgage value capture for SBAB.

Product and technology

GPPI tracks product signals that typically drive engagement, conversion, and operational efficiency-without assuming that a feature list alone equals value.

Product signals

1.Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects.
2.Sold-price database: largest open register of sold prices in Sweden with bid history and lagfart integration.
3.Automated valuations: free online valuation for any address with monthly email updates; more than 1 million valuations performed.
4.Consumer analytics tools: neighborhood statistics, boendekostnad calculators, mortgage-rate comparison (Räntekartan), email alerts for new listings and sold prices.
5.Booli Pro: professional analytics SaaS for developers, brokers and institutional users with advanced access to listing, sold-price and valuation data.
6.Hittamäklare integration: broker comparison and lead-generation service using agent performance data linked to Booli’s property data.
7.AI / ML usage (publicly described): Proprietary valuation models using historical sold prices, current listings and property attributes., Market indices such as SBAB Booli Housing Price Index (HPI) that rely on statistical modeling of transaction data., Potential for expanded AI use (image, text, generative search) but no explicit public details yet..

FAQ

What is Booli and how does it work?

Booli is a Swedish property search portal, owned by SBAB Bank, where buyers search for-sale listings from professional real estate agents, access historical sold price data, and filter by location and property type alongside current listings.

How does Booli make money?

Booli earns revenue by selling listing subscription packages to Swedish real estate agents, which pay fees to publish properties on the platform. Consumer access — including sold price history and neighbourhood data — is provided free of charge.

What is Booli's market position in Sweden?

Booli is Sweden's second-largest property portal after the dominant Hemnet. It differentiates with richer sold-price analytics and mortgage calculator integration via SBAB, competing for agent listings and buyer traffic as the primary Hemnet alternative.

How does Booli compare to Hemnet?

Hemnet holds a commanding lead in listing volume and consumer traffic; virtually all Swedish sellers list on Hemnet first. Booli competes as the strong alternative, differentiating through deeper historical price analytics, sold transaction data, and SBAB mortgage product integration. Most Swedish agents list on both.

Does Booli include holiday homes and rural properties, or only urban housing?

Yes. Booli includes houses (villor), apartments (bostadsrätter), plots (tomter), holiday homes (fritidshus), and rural properties across all Swedish regions — not only urban housing.

What is GPPI?

The Global Property Portal Index (GPPI) is an independent research framework that tracks how real-estate marketplaces evolve across Listing Quality, Discoverability, Market Experience, and Product Innovation.

What does this portal profile include?

This page is a public GPPI portal profile snapshot: an overview of the portal’s positioning, marketplace model, product signals, and monetization approach. It is designed for clarity and comparability, not as a financial or investment recommendation.

How do portal operators update or correct the profile?

If you represent this portal, you can claim the profile to submit verified updates (ownership, markets served, product capabilities, and trust/compliance practices).

Do you publish raw GPPI index scores?

GPPI does not publish raw underlying scoring inputs on the public site. Where available, deeper index views are shared with verified operators and partners.

Data note and citation

This GPPI portal profile is an analytic summary prepared from GPPI research inputs and public information. Some details can evolve over time.

-If you cite GPPI, reference the portal name, market, and the snapshot date shown on this page.
-We do not publish raw underlying scoring inputs on the public site.
-To submit corrections or verify details, use the claim/update link below.

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Compare Booli Search Technologies AB

See how Booli Search Technologies AB stacks up against other portals in an independent GPPI side-by-side analysis.

Booli Search Technologies ABvsHemnet Group AB

Market Profile: Sweden

GPPI 2025-2026 market profile for Sweden. Hemnet-dominant vendor-paid portal model, Riksbank rate cycle recovery, and the structural dynamics of Swedish residential real estate.

View full market profile