Oikotie
Leading Finnish digital portal for property sales, home rentals, and job recruitment listings.
Oikotie at a glance
Oikotie is a real estate website and one of the most visited sites in Finland, currently ranked #10 in the country. It was founded in 1999 by Sanoma and is headquartered in Helsinki, Finland. Today Oikotie is owned by Sanoma Media Finland. Our estimates put its audience at ≈ 25 million visits per month. The business earns money mainly through broker listing fees, employer job posting fees. Its closest rivals include etuovi.com, vuokraovi.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 23.5 million / month | +2% |
| Q2 | ≈ 24.3 million / month | +3% |
| Q3 | ≈ 25 million / month | +3% |
| Q4 | ≈ 26.5 million / month | +6% |
Traffic sources
- Organic search39%
- Direct40%
- Paid search11%
- Referral6%
- Social4%
Audience & demographics
- Men54%
- Women46%
- Age 25-3431%
- Age 35-4427%
- Age 45-5420%
The audience is concentrated in Finland, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Finland86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 7.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Finland
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| oikotie | 1 | Very high | Dominant |
| houses for sale | Top 10 | High | — |
| flats for rent | Top 10 | High | — |
| property prices | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Finland web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 68% mobile
- Position in country
- Among the leading real estate apps in Finland
Company information
- Website
- oikotie.fi
- Sector
- Real Estate
- Owner
- Sanoma Media Finland
- Owner type
- Public company
- Founders
- Sanoma
- Founded
- 1999
- Headquarters
- Helsinki, Finland
- Employees
- 100+
- Ownership
- Sanoma Media Finland controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $30 million annual revenue (est.)
- Languages
- Finnish
- Top traffic sources
- organic search, direct, paid search
Financials
- Revenue
- ≈ $30 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Oikotie operates a real estate marketplace focused on Finland. Leading Finnish digital portal for property sales, home rentals, and job recruitment listings. Revenue comes mainly from broker listing fees, supported by the other lines listed below.
- Broker Listing Fees
- Employer Job Posting Fees
Products & services
International presence
- Primary market
- Finland
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Finland)
- #10 in this index
- Sector rank
- Leading real estate site in Finland
- Global rank
- 2600
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| etuovi.com | ≈ 15 million / month | #11 class competitor | — |
| vuokraovi.com | ≈ 11.2 million / month | #12 class competitor | — |
What is Oikotie?
Oikotie (oikotie.fi) is a real estate marketplace serving users in Finland. Leading Finnish digital portal for property sales, home rentals, and job recruitment listings. It ranks #10 among the most visited websites in the country in this index, within the real estate category.
Who owns Oikotie?
The site is operated by Sanoma Media Finland, founded by Sanoma. The company was established in 1999 and is headquartered in Helsinki, Finland. It employs around 100+.
Traffic and audience
Traffic estimates place Oikotie at roughly 25 million visits per month, about 0.8 million per day. Around 68% mobile of sessions come from mobile devices, and visitors view about 9.8 pages per visit with an average session of 9 min.
How Oikotie makes money
Revenue comes primarily from broker listing fees, alongside employer job posting fees.
Competitors in Finland
Its closest rivals include etuovi.com, vuokraovi.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1999
Oikotie is founded in Helsinki, Finland.
- Growth phase
Expands its real estate offering and moves to a mobile-first product.
- Today
Ranks #10 among the most visited websites in Finland.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Most complete local property inventory
- Map search with neighbourhood data
- Price history and market indicators
- Direct agent contact
Cons
- Listings can stay online after being taken
- Agent fees for prominent placement
- Photo quality varies widely
- Rental scams in high-demand cities
Key statistics
Frequently asked questions
Who owns Oikotie?
Oikotie is operated by Sanoma Media Finland. Public company structure, based on public filings and press reporting.
Where is Oikotie headquartered?
Oikotie is headquartered in Helsinki, Finland.
When was Oikotie founded?
Oikotie was founded in 1999 by Sanoma.
How many employees does Oikotie have?
Oikotie employs approximately 100+ people.
What is Oikotie's revenue?
Oikotie's revenue: ≈ $30 million annual revenue (est.).
Who are Oikotie's competitors?
Main competitors in Finland include etuovi.com, vuokraovi.com.
How does Oikotie make money?
Mainly broker listing fees, employer job posting fees.
Is Oikotie publicly traded?
Oikotie's ownership: Public company.
How many visitors does Oikotie get?
Third-party estimates place Oikotie at roughly 25 million visits per month, mostly from Finland, with 68% mobile traffic.
Is Oikotie safe?
Oikotie is an established real estate site founded in 1999 and ranked #10 in Finland; use the official domain oikotie.fi and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsoikotie.fi
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageFinland and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos