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Press release

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

Alma Media

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. 

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