Prisjakt Acquired by eEquity, Signaling Return to Price Comparison Sector
Deal News | May 06, 2025 | eEquity AB
In a strategic move to re-enter the price comparison segment, eEquity AB, a Nordic private equity firm, has announced the acquisition of Prisjakt Sverige AB from Schibsted Marketplaces. Prisjakt, a leading Nordic digital platform, provides a comprehensive price comparison service, indexing millions of products and prices. This acquisition aligns with eEquity's strategy to invest in scalable, data-driven consumer services. Prisjakt has demonstrated robust financial performance with SEK 440 million in revenue and an EBITDA margin of 27%. eEquity's investment comes at a favorable EBITDA multiple, facilitated by Schibsted's strategic realignment. The acquisition is expected to enhance Prisjakt's market position amidst a rapidly changing competitive landscape, notably due to Klarna discontinuing its price comparison service in Norway. Further operational potential exists amid ongoing legal actions against Google over alleged anti-competitive practices. The transaction is set to complete in June 2025, pending regulatory approval.
Sectors
- Private Equity
- Price Comparison Services
- Digital & Online Services
Geography
- Sweden – Prisjakt, the target company, is headquartered in Ångelholm, Sweden.
- Nordics – eEquity and Prisjakt are both influential players in the Nordic region.
- Northern Europe – eEquity operates and invests in Northern Europe, impacting this transaction.
Industry
- Private Equity – The article discusses a private equity transaction where eEquity acquires Prisjakt.
- Price Comparison Services – Prisjakt is a company within the price comparison industry, a significant focus of this acquisition.
- Digital & Online Services – Prisjakt operates as a digital platform providing online services for consumers in the Nordic region.
Financials
- SEK 440 million – Prisjakt's revenue over the past twelve months.
- SEK 120 million – Prisjakt's EBITDA over the past twelve months.
- 4.0x – The acquisition multiple based on EBITDA.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| eEquity AB | Bidding Company | Company | A Nordic private equity firm focused on investing in growth companies in the Nordics and Northern Europe. |
| Prisjakt Sverige AB | Target Company | Company | A leading Nordic digital platform offering price comparison services. |
| Schibsted Marketplaces | Selling Company | Company | A business unit under Schibsted that owned Prisjakt before its sale to eEquity. |
| Magnus Wiberg | Managing Partner | People | Managing Partner at eEquity overseeing the acquisition. |
| Aida Jammal | Deal Team | People | Member of the Deal Team at eEquity involved in the transaction. |