Hemnet Announces Free-to-List Offer and Streamlined Operations

Hemnet will introduce two new free entry-level listing offers to encourage the entire Swedish market to publish available properties onto its market-leading platform.

The two new free entry-level listing formats comprise agent-published listings, fully controlled directly by real estate agents, and automatically aggregated listings sourced from agency websites, presented with basic information only. The initiative is expected to launch at the end of October.

Hemnet said:

With the rollout of its “Sell First, Pay Later” and “Under the radar” initiatives, Hemnet began lowering entry barriers to capture listings earlier in the sales cycle. Today’s initiative to gather all public listings is the next decisive step to improve the search experience for consumers and increase transparency on the Swedish housing market.

To deliver even greater value to property sellers, Hemnet is simplifying and strengthening its package structure, moving from four to three paid tiers: Bas, Premium, and Max. Hemnet Plus will be phased out, while Hemnet Bas receives a substantial upgrade, incorporating all visibility and features previously included in the Plus package at an unchanged price.

Meanwhile, Hemnet has also announced a streamlining operation, set to save the company SEK 80–85 million compared to Q2 2026. The organisation's restructuring will create "a leaner and more agile operating model, streamlining operations and modernising workflows. Approximately 70 jobs will be made redundant, with 50 employees expected to be directly affected. Additionally, one-time restructuring charges of approximately SEK 30–35 million will be recognised in Q4 2026.

Jonas Gustafsson, CEO at Hemnet, said:

“Today’s announcements mark a new chapter for Hemnet. By combining our audience leadership with supply leadership, we are strengthening our platform's network effects to create an unrivalled experience for buyers, sellers, and real estate agents. To fully unlock this potential and execute with the agility and speed expected of a modern, leading tech company, we have also decided to streamline our organisation. It is a very tough decision, as it will mean parting ways with valued colleagues, but it is a responsible step to ensure we have the agility and focus required to continuously invest in customer value and build an even stronger Hemnet for the future.”

Hemnet's stock has been decimated in the past 12 months, dropping a massive 72% from SEK 240.4 to just SEK 66.9, making the company a de facto case study of struggling public marketplace operators in real estate.

The Group has worked actively to right the ship, launching its "sell first, pay later" initiative that will shake up its monetisation model going forward, while boardroom changes have been made and a share buyback initiative was paused to grant the business more liquidity as it embarks on what it called a "transformative phase".