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Key people at atHomeGroup.
Founded in 2001 and headquartered in Luxembourg City, atHomeGroup operates the region's leading online classifieds platforms, including the primary property portal atHome.lu, the vehicle marketplace Luxauto.lu, and the mortgage brokerage division atHomeFinance. The enterprise generates revenue through digital advertising, subscription fees for real estate agencies and automotive dealerships, and commission-based fees for its financial services. Led by CEO Soufiane Saadi, the company currently maintains a workforce of between 101 and 200 employees to serve individual property owners, buyers, and sellers across the broader European market. Throughout its history, the firm has attracted significant private equity interest from notable institutional investors, including former parent company REA Group, Oakley Capital, and Mayfair Equity Partners. In October 2025, Apax Digital Funds formally agreed to acquire a controlling stake in the business from Mayfair Equity Partners and Oakley Capital.
Key people at atHomeGroup.
atHome Group is the market leader in property and auto classifieds in the greater Luxembourg region, complemented by fast-growing financial services including mortgages, insurance, and tax.[1][3] Operating as a portfolio company of Mayfair Equity Partners since a 2020 carve-out, it serves buyers, tenants, investors, and commuters in a high-velocity, high-value cross-border market with over 50,000 real estate listings, the third-most visited website in Luxembourg, and subscription-based revenue for strong barriers to entry.[1][3] The company simplifies life choices through an integrated ecosystem, targeting profiles across Luxembourg, France, Germany, and Belgium, with nearly 70 employees driving €20-30m in sales.[1][3]
atHome Group emerged from a carve-out backed by Mayfair Equity Partners in March 2020, separating it from Casa.it to pursue aggressive growth under CEO Soufiane Saadi and a high-energy management team.[1] This pivotal moment enabled focus on expanding market share in property and auto classifieds while scaling atHome Finance, leveraging Luxembourg's cross-border commuter dynamics for early traction in a premium market.[1][3] Mayfair's expertise in digital media supported rapid implementation of pricing, digital marketing, and product development, solidifying the company's foundation.[1]
atHome Group rides the trend of consolidated digital marketplaces in proptech and fintech, capitalizing on Luxembourg's role as a European financial hub with heavy cross-border mobility that amplifies demand for seamless property, auto, and finance services.[1][3] Timing aligns with rising digital adoption post-2020, where high-velocity markets favor integrated ecosystems over fragmented listings, bolstered by market forces like remote work, immigration, and regulatory ease in mortgages/insurance.[1][3] It influences the ecosystem by pioneering subscription models in classifieds, enabling M&A-driven expansion and setting standards for user-centric transaction platforms in Northern Europe.[1]
atHome Group is poised for accelerated growth via M&A in its three verticals, potentially deepening cross-border penetration and fintech innovations amid Europe's proptech boom.[1][3] Trends like AI-enhanced matching, sustainable housing demands, and embedded finance will shape its path, evolving its influence from regional leader to pan-European ecosystem player. This builds on its market dominance, turning high-conviction backing into scalable, barrier-proof expansion.[1]
