Habiata is making headway with the hallmarks of a well-supported Luxembourgish start-up. At its helm is Torge Schwandt, who has been based in Luxembourg for ten years and has a background in entrepreneurship, communications, Mangrove Capital Partners and a German fund. Among those working closely with him are 
The start-up is targeting a very specific market: estate agents. Its aim is not to create a new property listing portal, but to provide professionals with a business operating system designed for their day-to-day workflows. “We are building an operating system that enables agencies to manage their business more efficiently, save time, reduce costs and, ideally, open up new revenue opportunities,” summarises Torge Schwandt.
It’s not just about visibility. It’s also about the back-office operations involved in marketing.
The starting point is simple: to enable an agency to create, enhance and market its properties more quickly. An agent can import a property listing, automatically extract the details, enhance the photos, generate multilingual descriptions, publish on property portals, synchronise their own website, and then track incoming leads. Habiata aims to cover the entire property marketing process, from taking on a listing to the completion of the sale.
Four pillars
Felix Hemmerling describes a “proactive” platform, where AI suggests the next steps: enhancing a photo, enriching a listing, sorting emails, identifying the most relevant contacts, or automating certain administrative tasks. “It’s not just about visibility. It’s also about the back-office aspects of marketing,” he explains. Accounting and HR management are not currently included, although the founders do not rule out future expansions.
Habiata is built on four pillars: property data, contact details, KYC and AML checks, and deal management. The compliance aspect draws on Kodehyve’s expertise, featuring verification tools, electronic signatures, and checks for sanctions and politically exposed persons. The stated aim is to guide agents through a legally secure process, without replacing their professional responsibility.
AI is also used for imagery. Habiata incorporates features from Tidy House, an initial product tested in 2025, which enables users to enhance photos, simulate virtual staging, generate views or convert certain content into video. The founders stress, however, the need to let estate agents decide on the level of transparency with their clients. “Some show the current state and what the property could look like,” says Torge Schwandt.
More than 500 agencies that may be interested
In the Luxembourg market, the founders estimate that they have identified around 550 estate agencies and nearly 1,100 estate agents. Habiata is initially targeting this local market, promising a personalised service in contrast to software considered too generic or insufficiently tailored to Luxembourg practices. “There is no CRM for estate agents in Luxembourg based on Luxembourg regulations and workflows,” says Torge Schwandt.
We are connected to the main portals. If an agency has an atHome subscription, it can use it via Habiata.
The start-up does not wish to position itself in opposition to portals such as atHome, Immotop or Wortimmo. It presents itself as an independent platform: each agency then chooses where to publish its listings. “We are connected to the main portals. If an agency has an atHome subscription, it can use it via Habiata,” explains Félix Hemmerling. The founders acknowledge, however, that some smaller agencies are already relying more on their own website, social media and sales network.
The business model is based on a per-user SaaS subscription. The standard price is €299 per month per user, with an introductory offer of €199. AI features are included in the core package to avoid complex pricing linked to token consumption. Certain pay-as-you-go features, such as KYC, AML checks or electronic signatures, can be added.
50% market share within three years
Habiata wants to move quickly. The company is already working with “design partners”, agencies and property developers who have been testing the product for several months. The first customers are set to be signed up and onboarded from this April. The stated goal is ambitious: to reach 100 customers within 18 months, followed by a market share of over 50% in Luxembourg within three years.
The start-up also advocates a more frugal approach to funding. Felix Hemmerling believes that the world of venture capital has changed: “It’s no longer about growth at any cost. Today, you can achieve a lot with very little.” The team plans to keep its structure lean, capitalise on AI and move forward in stages, before considering expansion into Europe.
The property industry remains a people-oriented business. We want to free agents from the burden of manual and repetitive tasks.
The name Habiata reflects this hybrid ambition. It combines the worlds of housing and AI, whilst steering clear of the now-dated connotations associated with the prefix “immo”. “We wanted something unique, something that wasn’t just another variation on traditional property,” explains Torge Schwandt.
The challenge now is to turn this promise into a market norm. In a sector where human interaction remains central, Habiata does not claim to replace estate agents. Instead, the start-up aims to free up their time, organise their data, automate repetitive tasks and help them make better use of their contacts. “Estate agency remains a people-oriented profession,” insists Torge Schwandt. “We want to free agents from the burden of manual and repetitive tasks.”
