Emerging Markets Property Group (EMPG), a leading property portal group in emerging markets, and OLX Group, Prosus’s global classifieds business, have announced on Wednesday their merger in Pakistan, Egypt, Lebanon, and the UAE.
The agreement includes a $150 million investment round, led by OLX Group along with existing EMPG shareholders, which values EMPG at $1 billion after the transaction.
As part of the deal, OLX Group will contribute its operations in the four countries into EMPG and will become EMPG’s largest single shareholder, owning 39 percent of the company.
EMPG will use the new capital to develop a range of new services, creating a more seamless user experience, enhancing data transparency, and deepening market intelligence for both consumers and business users.
For Egypt and Lebanon, EMPG will operate the existing OLX platforms, rolling out new services for the real estate community, as well as offering consumers a superior experience across all categories.
In Pakistan and the UAE, both groups’ platforms will be operated by EMPG and will continue to operate through their well-known local brands.
The aggregated value of properties sold in these markets is estimated at $90 billion, providing a commission pool for real estate agencies of over $2 billion per annum. This presents a great opportunity for EMPG to enhance their real estate services in these markets.
“EMPG has grown at a tremendous pace since its inception,” said its chief executive Imran Ali Khan.
“Our unique ability to scale using our proprietary tech has aided and enabled this expansion. This deal puts us one step further in our journey towards providing solutions in multiple markets to over a billion consumers around the world, expanding our classifieds offering significantly.”
Martin Scheepbouwer, CEO of OLX Group, said: “I’m proud of what we have built in these four markets. Our brands are household names, and currently help tens of millions of people to exchange goods and services every month.
“The next phase is an exciting one, with EMPG’s real estate industry expertise helping deepen the customer experience. As EMPG’s largest shareholder, we’ll have a front seat to explore how we can scale their services model further – taking our ambition to shape the future of classifieds into its next stage.”
EMPG is currently present in the GCC region through Bayut, Pakistan through Zameen, Bangladesh through Bproperty, Morocco and Tunisia through Mubawab, and Thailand through Kaidee.
After this deal, besides expanding to Egypt and Lebanon, EMPG will also operate OLX’s platforms in Pakistan, Saudi Arabia, Bahrain, Kuwait, Qatar, and Oman, and the dubizzle platform in the UAE.
