Hemnet Group ENG

Hemnet Group ENG

Hemnet Group 2021

Annual and sustainabilityreport

Table of contents

This is Hemnet 2 Our history 4 CEO comments 6 2021 in numbers 8 Our offering 11 Our strategy 13 Financial targets 14 Hemnet as a workplace 17 The Hemnet share

Sustainabilityreport 18 Sustainability efforts 24 Risk analysis 25 Approach 26 Report on the Sustainability Report Administration report 27 The financial year 2021 30 Corporate governance report 36 Board of Directors 38 Management 40 Distribution of earnings

Financial statements 42 Consolidated income statement

43 Consolidated statement of financial position 44 Consolidated statement of changes in equity 45 Consolidated statement of cash flows 46 Notes, Group 63 Income statement, Parent company 64 .Balance sheet, Parent company 65 Report of changes in equity, Parent company 66 Statement of cash flows, Parent company 67 Notes, Parent company 69 Auditor’s report

Pages 27-68 cover Hemnet Group AB (publ) annual report and consolidated financial statements and have been reviewed by the company’s auditor, Ernst & Young AB. An audit report can be found on pages 69-70. This publication is a translation of the original Swedish text. In the event of inconsistency or discrepancy between the Swedish version and this publication, the Swedish language version shall prevail.

The #1 real estatemarketplace inSweden

355 (+76%) Million ADJUSTED EBITDA

Million NET SALES 728 (+34%)

61 Million MONTHLY VISITS 2)

86% OF PROPERTY BUYERS TURN TO HEMNET FIRST WHEN LOOKING FOR A NEW HOME 3)

90% SOLD PROPERTIES IN SWEDEN LISTED ON HEMNET 1)

#5 SWEDEN’S FIFTH STRONGEST MEDIA BRAND 5)

#3 SWEDEN’S THIRD MOST GENDER- EQUAL PUBLIC COMPANY 6)

37 Min THE AVERAGE TIME EACH SWEDE SPEND ON HEMNET EVERY MONTH 4)

1) Hemnet andSCB (theSwedishCentral Bureauof Statistics), regards secondhandmarket. 2) Google Analytics. 3) NepaHemnet consumer report Q32021. 4) Hemnet andSCB. Refers toall Swedes over the age of 14. 5) YouGov Hemnet BrandIndex September 2021. 6) The Allbright Foundation.

Hemnet’s history

Hemnet was founded byand for the real estate broker industry

1998

2009

Hemnet’s own organisation is set up and the first employees are recruited. The iOS app is launched.

Hemnet is founded at the initiative of the Swedish real estate broker industry.

First steps taken to commercialise

2017

2015

2013

Hemnet takes an important step in its commercialisation journey by starting to charge property sellers. A part of the fee goes back to the real estate agent to compensate for administration.

General Atlantic and Sprints Capital acquire a majority stake in Hemnet. Together withMäk- larsamfundet, the new owners invite Hemnet employees and real estate agents to invest in the company.

The pricing model for a property listing on Hemnet (later named Hemnet Bas) becomes more dynamic, and is based on the property asking price.

Product expansion and accelerated growth

2018

2019

2020

2021

Hemnet launches its first value-added service to property sellers - Raketen.

Hemnet continues to develop its offering to property sellers and launches the value- added services Hemnet Plus and Hemnet Premium.

Hemnet grows in revenue, traffic and employees despite a challenging year with Covid-19. The new value-added services become an established part of Hemnet’s offering.

Hemnet introduces segmented pricing for all listing products as well as a new compensation model for real estate agents. Hemnet is listed on Nasdaq Stockholm.

The key to your property journey

For over 20 years, Hemnet has been the most efficient meeting place in the housing market. A hub for everyone in Sweden looking to make the most important investment of their lives; selling their home or finding a new home. At Hemnet, we build lasting relationships with buyers, sellers and the real estate agent industry. Driven by a common passion for homes, we are the independent go-to place that enables property journeys. We increase efficiency, transparency andmobilityon the housingmarket.

CEO report

WE HAVE MADE IT EVEN MORE EFFICIENT TO ADVERTISE YOUR HOME ON HEMNET We want to give home sellers the best possible conditions for a smooth property transaction by maximising exposure on Sweden’s largest housing platform, in an efficient way reaching virtually all those interested in real estate in Sweden. During the year, we have made several improvements of our value-added services to home sellers. We have made Hemnet Plus and Premium ads evenmore visible, built up a smoother purchasing flow, addedmore >Page i Page ii Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76

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