Founded: Established 25+ years ago (current ownership since 2021)
Location: Northern Europe
Business Model: D2C online classifieds platform
Industry: Online classifieds
Employees (incl. owner): 1
Percentage Being Sold: 100%
Valuation: Open to offers - Minimum bid €6.12M - Bidding Deadline 6/30/26
Revenue (TTM): €1,746,985.90
Net Profit (TTM): €1,599,030.25
Multiple (TTM Revenue): 3.5x
Multiple (TTM EBITDA): 3.83x
Paying Clients (TTM): 2,500+
Traffic (TTM): 3M+ active users
Tag Line: 25+ Year-old Online Classifieds Platform

Executive Summary

The business is a long-established online classifieds platform operating in a Northern European market, widely recognized as one of its country’s primary destinations for users seeking listings within a specific niche category, particularly in and around its capital region. Operating continuously for more than two decades, the platform has built long-standing brand visibility, user familiarity, and market presence.

The business generates recurring revenue through paid listing products purchased directly by independent service providers. With very low operating expenses, strong EBITDA performance, stable demand, and long-standing advertiser loyalty, the platform represents a mature and consistently profitable digital asset. Identified, near-term growth levers – a geographic expansion beyond the capital region and a new premium placement tier – offer further upside for an incoming owner.

Company Overview

The platform operates as a digital classifieds business serving a well-defined niche with strong, long-standing demand. The business was taken over under new ownership in 2021. Following the acquisition, significant SEO and optimization work accelerated traffic recovery and improved platform performance.

The platform handles all listings and payments online through automated workflows. Advertisers purchase time-based visibility packages directly using MasterCard and Visa, enabling a streamlined and fully self-service operating model that requires minimal day-to-day oversight.

Market Position

The platform is one of its market’s best-known niche classifieds destinations, with particularly strong recognition and user activity in the capital metropolitan area. The platform’s long operating history, domain age, and consistent visibility have cemented its position in the local market.

Its category leadership is supported by a loyal advertiser base, predictable user traffic patterns, and decades of consumer familiarity. At present, approximately 90% of advertisers are based in the capital region and its surrounding suburbs – a concentration that reflects the platform’s dominance in the capital while also defining a clear, addressable opportunity in the rest of the country (see Growth Roadmap).

Financial Overview

• Annual Revenue (TTM): €1,746,985.90

• Net Profit (TTM): €1,599,030.25

• Operating Costs: extremely low (fully digital, no inventory or physical infrastructure)

• Margin Profile: high EBITDA driven by minimal overhead and automated operations

• Revenue Stability: long-term visibility, recurring advertiser demand, and a loyal paying base

Historical Performance

Impact of 2021–2022 Service Restrictions

During the 2021–2022 period, national restrictions in the platform’s market temporarily halted several categories of in-person service work. While the restrictions were in effect, platform revenue fell by approximately 80%. Once restrictions were lifted, revenue returned promptly to historical levels, with traffic recovery further supported by the SEO improvements introduced after the ownership change.

Record Performance in 2022

2022 became the strongest year in the platform’s history, supported by full market reopening, strong post-restriction demand, limited macroeconomic drag, and stable currency conditions affecting user purchasing power.

2023–2024 Performance

Results for 2023 and 2024 were stable and aligned closely with the platform’s long-term performance profile. The main shift during this period was a decline in purchases of the premium (VIP) visibility product. That product has since been redesigned and repositioned to appear across more placements on the site.

Revenue Model & Products

The platform generates 100% of its revenue from listing products purchased directly by independent service providers through an automated, self-service flow. All purchases are processed via MasterCard and Visa. The product line consists of one core listing product and two paid visibility upgrades:

1. Basic Listing. The core, fixed-duration visibility product and the entry point for all advertisers.

2. Top Promotion (upgrade). A paid enhancement that places the listing at the top of search results, distinguished by a prominent design treatment.

3. VIP Promotion (upgrade). A premium upgrade that surfaces the listing on the front page and other high-visibility locations across the platform.

Advertiser behaviour shows clear, demonstrated appetite for tiered visibility – advertisers consistently pay more for higher placement – which underpins the growth initiatives below.

Growth Roadmap & Initiatives

The following reflects the current, accurate status of each initiative as of this memorandum:

1. Geographic Expansion Beyond the Capital Region (primary near-term lever)

Roughly 90% of current advertisers are concentrated in the capital region and its suburbs. A dedicated initiative is being launched to develop the advertiser market across the rest of the country. Management estimates this could add approximately 10–20% to revenue, with further upside over time. Entry pricing in newer regions is expected to start lower to seed adoption before scaling toward standard rates.

2. New Premium Placement Tier (above VIP)

Advertisers have shown willingness to pay for even better placement than the current VIP product offers. Management intends to develop a new premium tier positioned above VIP. This initiative is currently in the backlog rather than active development, and the final approach has not yet been determined – it is presented here as identified, demand-validated upside rather than committed near-term roadmap.

3. Site Structure & Navigation Upgrade (in development)

A significant upgrade to the site’s structure and navigation is in development, intended to make the platform easier to traverse and improve the overall user experience.

4. “Story” Format Listing (built; being repriced)

A short-format, dynamic placement similar to a social-media story has been built and completed. At its initial price point, advertiser uptake has been limited, so the purchase fee is being reduced to a nominal amount to drive adoption. It is therefore best viewed as an adoption/engagement feature rather than a material standalone revenue line at this stage.

Operations

• Fully online business with automated payments and listing management

• No physical infrastructure or inventory

• Minimal administrative oversight; operable from anywhere with an internet connection

• Low operating expenses and high scalability

Strategic Benefits for Acquirers

• More than two decades of continuous operation and SEO-reinforced domain strength

• High-margin, stable recurring revenue with a loyal advertiser base

• Extremely low overhead and a fully automated, scalable model

• Leading brand recognition in its niche and a strong position in its domestic capital region

• Clear, demand-validated upside from geographic expansion beyond the capital region (est. +10–20% revenue)

• Additional revenue headroom from a planned premium placement tier above VIP

• In-progress navigation/UX upgrade to support continued engagement

Summary

The business is a mature, highly profitable, and operationally simple digital classifieds platform with strong historical performance and consistent recurring revenue. With more than two decades of market presence, extremely low operating costs, and concrete, demand-validated growth levers – geographic expansion and a new premium tier – the platform offers a compelling opportunity for buyers seeking a stable, high-EBITDA online asset with longevity and continued upside.

About the Agent

FIH.com is a Manhattan-based M&A advisory firm specializing in the sale of remotely-run, successful digital companies worldwide, from $1M–$100M in revenue – including apps, marketplaces, freemium and enterprise SaaS, ecommerce, affiliate/advertising groups, and more. We are proud to work with leading entrepreneurs and investors. If you are in the market to acquire or sell a relevant business, we encourage you to reach out for a complimentary consultation.