We are drawn to industries shaped by strong, long-term growth trends, where we can play an active role in driving positive transformation. Home services are one such industry. At the core lies a simple truth: time is our most valuable resource. Households are increasingly choosing to spend it on what matters most to them, while outsourcing everyday chores and responsibilities.
The sector is underpinned by two powerful shifts: the transition from "do-it-yourself" to "do-it-for-me," and the move from unregulated, undeclared work to transparent professionalised services. Despite its size, the home services market remains highly fragmented and difficult for customers to navigate. We saw the opportunity to professionalise and consolidate the industry by leveraging scale and technology. Creating a trusted, one-stop-destination for household services.
We first partnered with Hemfrid, Sweden's leading home cleaning company, with a recurring subscription model and a platform to expand from. Since then, KEYTO has grown through a combination of organic growth and acquisitions, extending the service offering and strengthening our position within existing verticals.
We looked for complementary services such as Veterankraft, a platform engaging retired professionals, and Servly, a leader in repair and maintenance of household appliances. We also expanded to new geographies with the add-on of GreenThumb, the UK market leader in lawn care, with more than 300,000 recurring customers. In Sweden, we further broadened our offering with Enspecta, a specialist in home inspection, assessment, and optimisation services.
By combining these businesses under the KEYTO umbrella, we are creating a group with the scale and resources to invest in technology, customer experience, and a wide portfolio of services – thereby creating a one-stop destination for home services.
KEYTO's vision is tounlock people's quality of life through the power of a one-stop destination, transforming the service industry by leveraging technology and connectivity. With recurring subscription models, digital innovation, and a strong focus on customer experience, KEYTO is changing a fragmented industry into one that is modern, transparent, and professional, always delivering according to the mission to "create ease of mind by providing easy access to outstanding home services”.
Under the leadership of CEO Magnus Agervald and the rest of the team, the company is well positioned to continue its journey of growth and international expansion.
Both through entering new geographies and through broadening the service offering to cover relevant household needs.
Bringing together strong local companies to build a group with national and international reach, where they can benefit from the scale and capabilities within the KEYTO Group.
Raising industry standards by investing in technology, systems, and service quality - bringing home services just a few clicks away.
The KEYTO group of companies unlock people’s quality of life by offering a comprehensive range of professional services for homes and offices, positioning itself as a trusted partner in addressing everyday needs. By leveraging technology, KEYTO can ensure both efficient service delivery and a frictionless customer journey.
The cornerstone of KEYTO’s vision is to provide an integrated offering of various services ranging from cleaning and appliance repairs to handyman services and gardening. This is enabled by a tech platform that ensures efficient information sharing and coordination across service providers, enhancing operational efficiency and overall customer experience. Since Fidelio's investment in Hemfrid in 2021, the Group has successfully broadened its services through strategic acquisitions and several organic growth initiatives, enhancing the overall experience for both customers and service providers.
Company info
CEO
Magnus Agervald
Head Office
Stockholm, Sweden
Employees
4,500+
Acquisition year
2021
Industry
Tech-enabled residential services
Website
keytogroup.se
