Slide 1: Investor presentation
Hemnet Group AB (publ) Investor presentation September 2026 Investor presentation ⎸29 September 2026
Slide 2: Agenda
Agenda 01. Today’s announcement 02. Background and context 03. An improved listings structure 04. Updated compensation model 05. Organizational streamlining 06. Summary 07. Questions and Answers 2
Slide 3: Today's announcement
% Today’s announcement © Hemnet
Slide 4: Taking decisive steps to reinforce market position and build a stronger Hemnet
Taking decisive steps to reinforce market position and build a stronger Hemnet Introducing free entry-level listing formats Hemnet is introducing free entry-level listing formats to gather the complete public market inventory into a single, user-centered search experience, while simplifying the paid
Slide 5: Background and context
2 Background and context © Hemnet
Slide 6: Uniquely positioned in the Swedish property market
Uniquely positioned in the Swedish property market ● ● Superior traffic and reach Industry leading brand built and nurtured >2 x 97% throughout 25+ years of market leadership ● The scale to win through marketing and More sessions than Brand awareness among technology investments the #2 platform* prope
Slide 7: A changing Swedish property market requires Hemnet to adapt
A changing Swedish property market requires Hemnet to adapt New technology Changing market shifting user dynamics with Increased expectations and longer sales New consumer competition and enabling rapid cycles and weak behaviors across evolving industry product price development the sales cycle valu
Slide 8: While Hemnet's core model is strong, changing market dynamics require adaptation and change
While Hemnet’s core model is strong, changing market dynamics require adaptation and change Our ambition: Hemnet, every step of the journey for every property transaction We are the number one We are top of mind and We have all relevant partner for agents, property have the largest property listings
Slide 9: Combining audience and supply leadership to create an unrivaled user experience
Combining audience and supply leadership to create an unrivaled user experience ● With the #1 traffic position and exceptional brand awareness, Hemnet has an unmatched position in Swedish property search ● Hemnet’s core value proposition relies on gathering all buyers and sellers in one place, providi
Slide 10: An improved listings structure
03 An improved listings structure 10
Slide 11: Expanding our platform to gather all publicly available listings into a single, unified search experience
Expanding our platform to gather all publicly available listings into a single, unified search experience ● Hemnet is introducing new entry-level listing formats: a free entry-level option for real estate agents, paired with automatically Max aggregated listings Paid ● With all listings available on
Slide 12: Expanding our platform with a new and complete search experience
Expanding our platform with a new and complete search experience Moving from Moving to ~55% of published listings available on Hemnet* All publicly available listings on Hemnet The #1 property platform in Sweden on traffic and The #1 property platform in Sweden on traffic, reach and supply reach A singl
Slide 13: Clear incentives for high-intent sellers to upgrade to paid listings
Clear incentives for high-intent sellers to upgrade to paid listings Clear incentives to upgrade from a free listing to a paid listing: ● Highest priority in search results, driving more views and >75% clicks to the listing ● Larger and more photos in search results ● Improved visibility increasing
Slide 14: With all publicly available listings on Hemnet, we reinforce our position as Sweden's #1
With all publicly available listings on Hemnet, we reinforce our position as Sweden’s #1 property portal With all listings available on Hemnet, the position as Sweden’s Reinforcing the #1 place for buyers, sellers and agents enables leading property portal is further reinforced continued growth with
Slide 15: Updated compensation model
04 Updated compensation model 15
Slide 16: A new and simplified compensation model better aligned with Hemnet's new listing structure
A new and simplified compensation model better aligned with Hemnet’s new listing structure Simple and clean Admin fee ensures Better prerequisites to Introduction of a cap to structure. basic compensation. actively recommend enable a sustainable the best package. compensation model. Every agent Clea
Slide 17: A new and simplified compensation model better aligned with Hemnet's new listing structure
A new and simplified compensation model better aligned with Hemnet’s new listing structure New compensation model Four key components Bas 20% commission 1. Administration fee: Continued 600 SEK admin fee per published paid listing, as per general cooperation agreements with real-estate agent offices.
Slide 18: Organizational streamlining
05 Organizational streamlining 18
Slide 19: Hemnet is streamlining its operations to build a faster, leaner and more agile organization
Hemnet is streamlining its operations to build a faster, leaner and more agile organization Operational streamlining for long-term growth: ● Hemnet is executing an organizational transformation to create a faster, leaner and more agile organization, unlocking further growth potential and supporting
Slide 20: Summary
«° Summary © Hemnet
Slide 21: Reinforcing our position as Sweden's #1 property portal while unlocking future growth opportunities
Reinforcing our position as Sweden’s #1 property portal while unlocking future growth opportunities ● We are taking bold and decisive steps to restore Hemnet as the most efficient and powerful property portal for buyers, sellers and agents ● We are strengthening our market position through a combinati
Slide 22: Questions and answers
7” Questions and answers © Hemnet
Slide 23: Disclaimer
Disclaimer This presentation may contain forward-looking information and statements with respect to the financial condition, results of operation and business of Hemnet Group AB (publ) (the "Company"). Such forward-looking information and statements are based on current expectations, estimates and pr