Boneo Closes $1M+ Media for Equity Deal Ahead of 2026 Marketing Push

The Swedish housing portal Boneo has closed a SEK 10 million (USD 1.06 million) media for equity deal wth Aggregate Media.

The money will go towards a major marketing and brand awareness push as Boneo reasserts its place in Sweden's housing market alongside the runaway market leader Hemnet.

In a media release, Boneo said:

During 2025, Boneo has had profitable growth and sees a clear trend: more home buyers and sellers appreciate the unique value in Boneo's products and services for home search and home advertising. There is great opportunity to grow even more and faster in the market with the investment from Aggregate Media. [Translated from Swedish]

Fredrik Engdahl, CEO at Boneo, said:

"We are very pleased to bring in Aggregate Media as a knowledgeable partner and their investment enables us to significantly increase our marketing. During 2025, we have seen a strong increase in interest in Boneo among brokers and private individuals who are buying and selling homes. Given our strong momentum, proven market position and prevailing dynamics in the market, we see a golden opportunity to increase our marketing for even greater awareness and faster growth." [Translated from Swedish]

Boneo was launched in 2020 by several large brokerage firms to form a challenger to Hemnet, through which circa 90% of house sales in Sweden are completed. In January 2024, the challenger portal announced it had signed one of Sweden's leading brokerage chains, Svenska Mäklarhuset, as a listings partner, with the brokerage also taking a stake in the business.

One of Boneo's unique propositions is its access to exclusive pre-market inventory, which is also free to list for vendors in Sweden.