Alma Media Acquires Effortia from Boston Information Group

Alma Media has acquired 100% of Effortia Oy (Effortia) from Boston Information Group Ltd for an undisclosed sum.

The transaction brings a portfolio of consumer-facing comparison services into Alma’s Marketplace division, including Sähkövertailu.fi, VertaaEnsin.fi, and Asuntojenmyynti.fi—a platform that compares real estate agents. Effortia generated €1.7 million in revenue in 2024, supported by recent acquisition-led growth.

Santtu Elsinen, EVP, Alma Marketplaces, said:

"Effortia's services complement our business perfectly and support our strategy to strengthen digital services for consumers in the housing market. Electricity tendering is of broad interest to consumers, and real estate agents' comparison services help find the right real estate agent. With the acquisition, we can better support the customer acquisition of housing professionals and electricity companies by offering high-quality contact requests and developing our customers' processes in cooperation with our system development. The acquired services complement the comprehensive offering of our digital comparison services, such as Urakkamaailma and Autojerry."

Effortia’s employees will transfer to Alma Media. Following the integration, its operations will be absorbed into Alma Marketplaces’ Comparison Services unit. From 1 September 2025, its real estate agent acquisition products will be reported under Alma Marketplaces’ Real Estate business.

Alma’s housing and comparison assets include Etuovi.com, Vuokraovi.com, Toimitilat.fi, Kauppalehti Toimitilat, Objektvision (Sweden), Etua (loan comparison), Urakkamaailma (renovation), Muuttomaailma (moving), and Nettimökki (cottage rentals). The group positions these offerings as a unified proposition built on audience reach, transactional intent, and proprietary data.

Alma Media also operates a portfolio of consumer and business media and marketplaces in Finland and Central Europe, including Jobly, Kauppalehti, Iltalehti, prace.cz, jobs.cz, Profesia.sk, and mojposao.net.

Alma Media reported €162.9 million in H1 2025 revenue, up 4.3% year-on-year, with 85.1% from digital business.

Adjusted operating profit rose 7.9% to €38.3 million, or 23.5% of revenue. Alma Marketplaces achieved 16.5% organic growth in Q2, supported by acquisitions and margin improvement. Segment revenue and profit figures for real estate-specific assets were not separately disclosed, but overall Marketplace division performance was cited as a key earnings driver. Operating profit for the first half of the year reached €36.5 million, up 6.7% from the same period in 2024.

The company appointed Tuomo Räsänen as VP of Real Estate for its Alma Marketplaces business segment in February 2025. In June 2025, Alma Media took a minority 10% stake in the luxury rentals marketplace Hilla Villas.