Yad2, Israel’s leading general marketplace, which is valued at up to NIS4 billion (approximately $1.2 billion), is expected to change ownership by early 2026, CalcalisTech reported (translated by Google).
CEO Tomy Schoenfeld informed employees that the deal could close by then.
Four major foreign investment funds — Blackstone, Francisco Partners, Apax, and Warburg Pincus — are competing, with Blackstone seen as the frontrunner. A fifth fund, CVC, is reportedly preparing to submit a bid. Barclays and Citi are managing the transaction.
Financials obtained by CalcalisTech revealed sustained growth for Yad2, with 2024 revenue at €62.4 million and a 46% adjusted EBITDA margin.
In 2025, revenue is expected to reach €83 million with adjusted EBITDA of €37 million, maintaining a similar margin.
Projected revenue for 2026 stands at €93.7 million, and adjusted EBITDA at €44.4 million, with an estimated 21% annual growth rate in operating cash flow from 2022 to 2026. The company noted that its performance could have been stronger without the ongoing war in Israel.
Growth drivers include increased ad sales, user conversion to paying ads, and traffic growth.
Yad2.co.il reportedly attracts 4 million unique visitors per month (Similarweb put its September traffic at 9.3 million), listing around 590,000 new ads monthly. The majority of revenue is from real estate (56%), primarily agencies and developers, followed by automotive (27%) and job listings via its subsidiary Drushim.co.il (15%).
Yad2 is operated by Aviv Group, which is based in Germany and was acquired by KKR as part of an $11 billion deal with Axel Springer. Its competitors include Facebook Marketplace, Agora.co.il and Homeless.co.il.
The AIM Group reached out to Yad2 for confirmation of the acquisition reports, but had not received a response by the time the story was published.
