eEquity has entered into an agreement to acquire Prisjakt Sverige AB from Schibsted Marketplaces. The transaction marks eEquity’s return to the price comparison segment – a sector in which eEquity has solid experience, not least through its investment in Pricerunner in 2020, which was sold to Klarna less than two years later at a valuation nearly 20 times higher than at eEquity’s entry.
Prisjakt is a leading Nordic digital platform for price comparison and product information, which for over 20 years has helped consumers make more informed purchasing decisions. The platform indexes over 6 million products, 230 million prices, and more than 70,000 brands. With strong traffic, high user loyalty, and deep data coverage, the company is well positioned for its next growth phase.
The acquisition is fully aligned with eEquity’s strategy of investing in profitable, data-driven consumer services with clear scalability. Prisjakt generated SEK 440 million in revenue over the past twelve months, following growth of over 20% in Q1 2025. EBITDA amounted to SEK 120 million, corresponding to a margin of 27 percent. The transaction is carried out at an attractive multiple of under 4.0x EBITDA, made possible by Schibsted’s motivation to focus on its other core verticals.
In recent years, Prisjakt has also undergone a technological transformation where AI now drives automated product indexing and an enhanced consumer experience. eEquity sees significant upside in further streamlining the company while accelerating growth across more product categories and new user flows.
“We know this industry very well and see a clear opportunity to build on what Prisjakt already does exceptionally well. There is great potential to capture additional market share while streamlining operations with the help of AI. It’s a company we’ve had our eyes on for a long time,” Magnus Wiberg comments, Managing Partner at eEquity.
The transaction comes at a time when the competitive landscape is shifting rapidly. Klarna has decided to discontinue Prisguiden in Norway and focus on other parts of its business, opening up for increased traffic and growth opportunities for Prisjakt in the region. At the same time, transparency in Google’s price displays is being questioned – further strengthening the need for independent and reliable price comparison services. Beyond the operational potential, there is also upside linked to the ongoing billion-euro lawsuit against Google, where Prisjakt – like Pricerunner – may be entitled to compensation for the anti-competitive practices that have affected the industry.
The parties have signed the final transaction agreements, with completion planned for early June 2025, subject
to regulatory approvals and customary closing conditions.
For more information or media inquiries, please contact:
Magnus Wiberg, Managing Partner at eEquity
magnus.wiberg@eequity.se
Aida Jammal, Deal Team at eEquity
Aida.jammal@eequity.se
About Prisjakt:
Prisjakt is a leading Nordic price comparison service that helps consumers make informed purchasing decisions. Founded in 2002, the company has built a strong market position by offering independent price comparisons, expert guides, user reviews, and in-depth product information. Prisjakt collaborates with over 3,400 online retailers and has a comprehensive database with millions of products and prices. The company’s headquarters is in Ängelholm, Sweden.
About eEquity:
eEquity is a Nordic private equity firm investing in growth companies in the Nordics and Northern Europe. Since 2010, eEquity has led investments of over EUR 400 million in companies such as PriceRunner, Chimi, Gordon, John Henric, Aim’n, and Voyado. eEquity’s active investment strategy is based on an entrepreneurial mindset and close partnerships with its portfolio companies.
