When Magnus Agervald recently took on the role as CEO of Fidelio-backed KEYTO, he stepped into an organisation with an ambitious vision: to become the go-to destination for home services. With a background in consumer-focused businesses and a track record of leading companies through growth and transformation, Agervald is now charting the course for KEYTO’s future. We sat down with him to discuss his journey, the company’s mission, and what lies ahead.
You’ve recently joined KEYTO as CEO. What drew you to this role?
I’ve worked in consumer businesses for many years, so I have an understanding of the market. I was looking for something new and operational and had had my eyes on Fidelio for some time. I had met Gabriel Fitzgerald and was impressed with how Fidelio followed its own path, investing in companies with strong growth potential. When the opportunity came to lead KEYTO, I did not hesitate to take it. This company stands out as a unique player in the market, offering services with a real value-add in people’s everyday lives.
Three months into the job, I really appreciate Fidelio’s commitment. They don’t just invest and step back — they actively support our growth. In just a short time, we’ve built a strong foundation, and we’re looking to expand further.
KEYTO aims to be a ‘one-stop destination’ for home services. What does that mean in practice?
Our vision is to unlock peoples’ quality of life through the power of our one stop destination, making it as easy as buying a phone from a retailer. We started with cleaning services because it’s a frequent and trust-based service — handing over your house keys to someone is a big step. From there, we’ve expanded into moving services, deep cleaning, garden care, and appliances (i.e white goods and heat pumps) maintenance. Our goal is to offer a seamless experience where customers can find all the help they need in one place.
KEYTO’s name suggests a role in unlocking solutions. What does that mean for customers?
The name alludes to the fact that we literally have the key to our customers’ homes, which is a trust they put in us, and an opportunity to provide everyday support. We’ve actually trademarked the phrase ‘Ease of Mind’ because that’s what we provide. It’s not just about having a clean home or a repaired appliance — it’s about the peace of mind that comes with knowing everything in your home is taken care of. Ultimately, that’s the value we bring and it is visible in our mission “We provide ease of mind by promising easy access to outstanding home services”.
Could you provide some colour to how you intend to continue to stand out going forward?
A big part of our approach is making services more accessible through smart technology. We’re using data to anticipate customer needs, and make sure they don’t have to go through lengthy forms every time they book a service. We’re also looking at how AI can help streamline and personalise the experience. Additionally, as connected homes become more common, we see an opportunity to integrate maintenance and home service solutions into that ecosystem.
Looking ahead, what can we expect from KEYTO?
We are launching the first version of our ‘One-Stop Destination’ platform very soon, but that’s just the start. The market for home services is evolving, and we see great potential in bringing our model to new markets.