Booli is a Swedish residential real estate portal and broker guide founded in 2007. It combines home search, sold-price intelligence, statistical valuations, mortgage-rate comparison, and broker matching to help people make better decisions when buying, selling, or owning a home. Booli is part of SBAB’s housing and mortgage ecosystem, which reinforces its role as a data-led consumer property service rather than a traditional classified marketplace.
Its market position is built on aggregation. Instead of charging to publish listings, Booli collects homes from broker websites and broker systems, which supports its claim of Sweden’s largest combined supply of homes for sale and coming-soon homes. The same data foundation powers public market tools, professional analytics through Booli Pro, and advertising inventory aimed at an active housing audience.
Offerings, Capabilities, and Integrations
Booli’s offering centers on data aggregation, search, and housing-market transparency. It consolidates listings, sold prices, bidding signals, land-registry information for villa sales, area statistics, housing-association information, and mortgage-rate benchmarks into web and mobile experiences. Users can search by geography and property type, follow price changes, save homes, create alerts, and monitor their own property value over time.
For business users, Booli packages its data into analytical workflows for new development, the existing-home market, broker performance, and housing-association analysis, with export options for further processing. The company also sells direct and programmatic media products across its site, app, and content surfaces, extending the platform beyond consumer search into data services and audience monetization.
Products and Services
- Bostadssök: Consumer search experience for homes for sale and soon for sale across Sweden, with filters for location, property type, size, rooms, price, and new production.
- Slutpriser: Open sold-price database for houses and apartments, built from land-registry records, broker-reported sales, and final bids to help users assess local market values.
- Bostadsvärdering: Free statistical valuation tool that compares a home with similar sales, gives an instant value indication, and lets owners track changes over time.
- Mäklarmatchning: Free matching service that helps sellers find brokers suited to a specific home and area using historical sales data and seller reviews.
- Räntekartan: Mortgage-rate comparison tool that shows average home-loan rates in a selected area so users can benchmark their own borrowing costs.
- Booli Pro: Subscription analytics platform for professional housing-market users, with continuously updated data on the resale market, new production, housing associations, and broker activity.
- Bannerannonsering: Advertising offering that gives brands access to Booli’s housing audience through display and native placements across web, app, and related channels.
- Booliappen: Mobile app for browsing homes for sale, coming-soon homes, and sold prices, with saved searches, notes, alerts, and valuation tracking.
- Nyproduktion: Booli Pro service for tracking the new-construction housing market from planned project through later resale, drawing on data from thousands of projects and developers.
- Succession: Booli Pro service focused on the existing-home market, with weekly data series on supply, coming-soon inventory, bidding, and sales pace.
- BRF-tjänst: Booli Pro service for analyzing Swedish housing associations, including key figures from annual reports and sales activity within the association.
- Mäklardata: Booli Pro service with nationwide data on registered brokers and agencies, supporting performance analysis and market-share comparisons.
- Dataköp: Custom data delivery option for organizations that need specially adapted housing-market datasets beyond the standard Booli Pro subscription.
Target Customers
Booli serves Swedish homebuyers, sellers, and homeowners who want a broader view of supply, sold prices, valuations, mortgage conditions, and local housing trends. It is especially relevant for active searchers who want alerts on new listings, price cuts, and fresh sold prices, as well as owners who want to monitor property values and compare their loan rate with nearby borrowers.
On the B2B side, Booli targets professionals who make decisions based on housing-market data, including property developers, brokerages, banks, municipalities, authorities, and analysts. The platform also serves advertisers that want to reach a home-focused audience across Booli’s web, app, content, and value-tracker touchpoints.
Key People
- Sebastian Wickert: CEO
- Jennie Leffler: Business Area Manager, Booli Pro
- Olof Sjöbergh: Head of Development
- Josephine Linghammar: Press Contact
Key Facts
- Headquarters: Stockholm, Stockholm County, Sweden
- Employees: 51
- Annual Revenue: SEK 64.7M
- Parent Company: SBAB Bank AB (publ)
- Subsidiaries: Hittamäklare AB; Booli Development AB
- Publicly Listed: No
