GPPI Portal Profile · 2025
Booli Search Technologies AB
Most comprehensive aggregated supply of Swedish homes for sale, combined with the largest open database of sold prices and automated valuations; a transparent, data-rich search...
Last updated: 2026-01-09Confidence:MediumSources:GPPI researchPublic information
Informational profile summary based on GPPI research and public information. Not legal, financial, or investment advice.
Compare with a rival portal:Booli Search Technologies AB vs Hemnet Group AB →
Key takeaways
- 1.Positioning: Most comprehensive aggregated supply of Swedish homes for sale, combined with the largest open database of sold prices and automated valuations; a transparent, data-rich search and...
- 2.Marketplace model: Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance)..
- 3.Monetization: Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users., Hittamäklare broker...
- 4.Product emphasis: Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects., Sold-price database: largest open...
- 5.GPPI lens: assessed across Listing Quality, Discoverability, Market Experience, and Product Innovation (full index access for verified operators).
GPPI Answer Box: Booli Search Technologies AB
A quick reference.
- -Geographies served: Sweden (nationwide coverage, ~95% of traffic from Sweden).
- -Marketplace model: Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance)..
- -Primary monetization: Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users. (+3 more).
- -Product emphasis: Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects., Sold-price database: largest open register of sold prices in Sweden with bid history and lagfart integration., Automated valuations: free online valuation for any address with monthly email updates; more than 1 million valuations performed. (+4 more).
- -GPPI lens: Listing Quality · Discoverability · Market Experience · Product Innovation.
At a glance
Domain
booli.se
Headquarters
Olof Palmes gata 31, 111 22 Stockholm, Sweden
Founded
2007
Core market
Sweden (nationwide coverage, ~95% of traffic from Sweden)
Geographies served
Sweden (nationwide coverage, ~95% of traffic from Sweden)
Marketplace type
Vertical real-estate metasearch / classifieds aggregator, B2C demand with B2B monetization (ads, data, finance).
Monetization
Display and native advertising, including Google AdSense and direct banner sales., Booli Pro subscriptions and data/analytics offerings for professional users. (+3 more)
Ownership
Wholly-owned subsidiary of SBAB Bank AB (publ), a Swedish state-owned digital mortgage bank.
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Overview
Business model
Monetization signals
- 1.Revenue stream: Display and native advertising, including Google AdSense and direct banner sales.
- 2.Revenue stream: Booli Pro subscriptions and data/analytics offerings for professional users.
- 3.Revenue stream: Hittamäklare broker lead-generation and potential subscription/lead-fee revenue.
- 4.Revenue stream: Indirect economics via SBAB mortgage, savings and loan products acquired through Booli/Hittamäklare funnels.
- 5.Revenue stream: Potential (and partially observed) structured data access or licensing to third parties.
- 6.Pricing model: Listings are free (no listing fees); monetization via advertising (CPM and sponsorships), B2B SaaS (Booli Pro), broker lead generation (Hittamäklare) and internal mortgage value capture for SBAB.
Product and technology
Product signals
- 1.Consumer housing search: national property search with filters, map-based UI, including ‘for sale’, ‘coming soon’ and new-build projects.
- 2.Sold-price database: largest open register of sold prices in Sweden with bid history and lagfart integration.
- 3.Automated valuations: free online valuation for any address with monthly email updates; more than 1 million valuations performed.
- 4.Consumer analytics tools: neighborhood statistics, boendekostnad calculators, mortgage-rate comparison (Räntekartan), email alerts for new listings and sold prices.
- 5.Booli Pro: professional analytics SaaS for developers, brokers and institutional users with advanced access to listing, sold-price and valuation data.
- 6.Hittamäklare integration: broker comparison and lead-generation service using agent performance data linked to Booli’s property data.
- 7.AI / ML usage (publicly described): Proprietary valuation models using historical sold prices, current listings and property attributes., Market indices such as SBAB Booli Housing Price Index (HPI) that rely on statistical modeling of transaction data., Potential for expanded AI use (image, text, generative search) but no explicit public details yet..
FAQ
What is GPPI?
The Global Property Portal Index (GPPI) is an independent research framework that tracks how real-estate marketplaces evolve across Listing Quality, Discoverability, Market Experience, and Product Innovation.
What does this portal profile include?
This page is a public GPPI portal profile snapshot: an overview of the portal’s positioning, marketplace model, product signals, and monetization approach. It is designed for clarity and comparability, not as a financial or investment recommendation.
How do portal operators update or correct the profile?
If you represent this portal, you can claim the profile to submit verified updates (ownership, markets served, product capabilities, and trust/compliance practices).
Do you publish raw GPPI index scores?
GPPI does not publish raw underlying scoring inputs on the public site. Where available, deeper index views are shared with verified operators and partners.
Data note and citation
This GPPI portal profile is an analytic summary prepared from GPPI research inputs and public information. Some details can evolve over time.
- -If you cite GPPI, reference the portal name, market, and the snapshot date shown on this page.
- -We do not publish raw underlying scoring inputs on the public site.
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Market Profile: Sweden
GPPI 2025-2026 market profile for Sweden. Hemnet-dominant vendor-paid portal model, Riksbank rate cycle recovery, and the structural dynamics of Swedish residential real estate.
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