Sanoma News becomes partner in Etua.fi service

Sanoma News, the leading newspaper publisher in Finland, has entered into a co-operation agreement with Etua Oy, an independent broker of banking and financial services. Sanoma News announced yesterday that it has acquired a 20% holding in the company. According to Pekka Soini, President of Sanoma News, the deal supports Sanoma News’ strategy of increasing its digital media offering and co-operating with promising high growth start-up companies.

With the Etua.fi service, consumers can apply for a housing mortgage or personal loan, and receive several offers from Etua’s partners, which include leading firms in the Finnish financial sector. Etua.fi pre-processes applications automatically using external databases, such as Suomen Asiakastieto and the Population Register Centre.

Etua.fi submits the applications to its partners who thereby receive applications that match their customer profiles and an extremely cost-efficient way of acquiring new customers. The use of the service is completely free of charge to the consumers, and the aim is to expand it to cover several other financial products.

Etua will be integrated into the Oikotie housing service concept, making it easier for a buyer of a new home to compare the financing alternatives. It has also been planned to develop the service in co-operation with the Taloussanomat online financial newspaper by providing the service with various calculators and advisory services concerning personal finances.