Alma Media acquires Effortia Oy – strengthens its position in digital comparison services

Alma Media Corporation         Press Release        1 September 2025

ALMA MEDIA ACQUIRES EFFORTIA OY – STRENGTHENS ITS POSITION IN DIGITAL COMPARISON SERVICES

Alma Media Corporation has acquired the entire share capital of Effortia Ltd, a provider of comparison services, from Boston Information Group Ltd. The parties have agreed not to disclose the purchase price. 

Effortia offers digital comparison services aimed at consumers, with its most well-known platforms including Sähkövertailu.fi, VertaaEnsin.fi, and Asuntojenmyynti.fi, which focuses on comparing estate agents. The company has grown in recent years through acquisitions, and its turnover in 2024 was MEUR 1.7. 

“Effortia’s services complement our business in an excellent manner and support our strategy to strengthen digital services aimed at consumers in the housing market. Electricity comparison is of broad interest to consumers, and estate agent comparison services help in finding the right agent. Through this acquisition, we can better support customer acquisition for property professionals and energy companies by providing high-quality contact requests and developing our clients’ processes in collaboration with our system development team. The acquired services also enhance our comprehensive offering of digital comparison services, such as Urakkamaailma and Autojerry,” says Santtu Elsinen, EVP, Alma Marketplaces. 

Effortia’s staff will transfer to Alma Media. Following the acquisition, the business will be integrated into Alma Marketplaces’ Comparison Services division. Services related to estate agent customer acquisition will be reported as part of Alma Marketplaces’ Real Estate business from 1 September 2025 onwards. 

Further Information: 

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

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

Alma Media’s strengths in housing and comparison services are based on a comprehensive offering that serves both buyers and sellers, excellent platform reach, and unique data sources. The portfolio includes information services, leading housing and commercial property marketplaces such as Etuovi.com and Vuokraovi.com, Kauppalehti Toimitilat, Toimitilat.fi and Objektvision in Sweden, as well as the loan comparison service Etua, renovation marketplace Urakkamaailma, moving marketplace Muuttomaailma, and cottage rental platform Nettimökki. 

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/.

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