Pro-Plan Interaktiv A/S Joins Esoft

Pro-Plan Interaktiv A/S Joins Esoft – Establishing One of the Nordic Region’s Strongest Real Estate Photography Teams

Effective July 6, 2022, Pro-Plan Interaktiv A/S (Pro-Plan) becomes part of Esoft, bolstering Esoft’s position as the leading provider of digital marketing solutions for the real estate industry in the Nordics. This strategic acquisition brings together two of the industry’s largest and most experienced providers with the shared ambition of creating a Nordic market leader.

A Perfect Match

Esoft has acquired the majority stake in Pro-Plan, a company known for delivering high-quality photos, videos, and floor plans to real estate agents. The collaboration is a natural fit, says Pro-Plan founder and CEO Michael Petersen:

“With Esoft as the new owner, we can guarantee our customers access to the latest and most innovative products on the market. Together, we’re offering real estate agents a uniquely strong package that no one else can match in Denmark. Throughout the sales process, Esoft’s alignment with our values, employees, and customers made them the perfect match.”

Business as Usual for Now

Michael Petersen, who founded Pro-Plan in 1996, will join Esoft Denmark’s leadership team. In the short term, Pro-Plan’s operations will continue as normal, ensuring stability for both employees and customers. Petersen notes:
“After the summer, we’ll begin a strategic process to identify and leverage the opportunities that come from merging our two companies.”

Based in Jels, Pro-Plan employs approximately 50 people and serves over 300 real estate agents with property presentations and floor plans. Petersen emphasizes:
“We’ve built Pro-Plan on teamwork, shared ownership among colleagues, and a high level of customer engagement. I look forward to bringing this culture into Esoft.”

Denmark’s Most Competent Real Estate Photography Team

Esoft CEO Ian Holmgaard highlights the synergy between the two companies:
“Proximity and teamwork are core values for both companies. With the addition of Pro-Plan, we’re creating Denmark’s largest and most competent real estate photography team while delivering industry-leading turnaround times and the broadest range of products and services.”

Following the acquisition, Esoft will have a photography team of over 100 professionals.

A Milestone in Esoft’s Growth Journey

Esoft, founded in 2000, has grown into an internationally recognized company with a presence in over 20 markets across four continents, employing approximately 850 people worldwide.

With Polaris, a private equity fund, as its majority owner since June 2022, Esoft has embarked on an ambitious growth strategy that includes global scaling and strengthening its Nordic market leadership.

“The acquisition of Pro-Plan is the second step in the plan we’ve been working on since last autumn. This merger demonstrates our determination and capability to cement our position as the Nordic region’s undisputed leader in our field,” says Holmgaard.

The financial details of the transaction have not been disclosed.