SATO Oyj Insider Buying Signals Confidence Amidst Finnish Housing Market Recovery

HELSINKI, FINLAND – November 20, 2025

SATO Oyj, one of Finland’s largest providers of rental housing, has seen a significant transaction involving insider buying, signaling confidence in the company’s future prospects. Balder Finska Otas AB, the majority shareholder, and Erik Selin, Chairman of the Board, jointly acquired 136,090 shares at EUR 20 per share on November 19, 2025, totaling EUR 2.72 million.

A Vote of Confidence in a Recovering Market

The transaction comes at a crucial time for the Finnish housing market, which has been navigating economic uncertainty and fluctuating interest rates. While 2024 presented challenges – including an oversupply of rental apartments and weak consumer confidence – SATO Oyj demonstrated resilience, achieving improved economic occupancy rates and net rental income. This positive momentum appears to have fueled the insider buying, suggesting a belief in the company’s ability to capitalize on a stabilizing and potentially improving market.

“The timing of this transaction is noteworthy,” says one market analyst familiar with the Finnish real estate sector. “It’s not uncommon to see insider buying during periods of uncertainty, but it’s particularly telling when it occurs after a period of demonstrated recovery. It sends a strong signal that those closest to the company believe in its long-term value.”

The Role of Balder and Erik Selin

Balder Finska Otas AB, a subsidiary of Swedish real estate giant Fastighets AB Balder, already held a commanding 57% stake in SATO Oyj prior to this acquisition. Erik Selin, the founder and CEO of Fastighets AB Balder, further solidified his influence as Chairman of SATO's Board. This latest transaction underscores the long-term commitment of Balder and Selin to the Finnish rental market.

“Balder’s investment in SATO has been strategic from the beginning,” notes a source close to the company. “They see the potential for sustainable growth in the Finnish rental sector, and they’ve been steadily increasing their stake over the years. This recent acquisition is a continuation of that strategy.”

SATO's 2024 financial results revealed a significant turnaround from the previous year, with profit before taxes substantially improving. The company’s economic occupancy rate reached 95.5%, and it secured EUR 800 million in new long-term financing, providing a strong foundation for future growth. The insider buying appears to be a validation of these positive developments and a signal of confidence in SATO’s management team.

Sustainability and Long-Term Growth

SATO Oyj has increasingly focused on sustainable rental housing, aligning with growing investor interest in Environmental, Social, and Governance (ESG) factors. The company's commitment to sustainability is evident in its investments in energy-efficient buildings, responsible water management, and community engagement initiatives. This focus on sustainability likely plays a role in the positive outlook of Balder and Selin, as ESG considerations become increasingly important for long-term investment decisions.

“Sustainable housing is no longer a niche market; it’s becoming mainstream,” explains a real estate sustainability expert. “Investors are increasingly looking for companies that prioritize ESG factors, and SATO Oyj is well-positioned to benefit from this trend.”

Furthermore, SATO’s recent share issue and secured financing demonstrate a proactive approach to financial management, mitigating risks and providing resources for future investments. The company's strategic focus on key urban areas – Helsinki, Tampere, and Turku – aligns with demographic trends and the growing demand for rental housing in these regions.

The company anticipates moderate economic growth in 2025, with improvements in employment and consumer confidence expected to positively affect its operations. This optimistic outlook, combined with SATO’s strong financial performance and commitment to sustainability, likely contributed to the decision by Balder and Selin to increase their stake in the company.

This transaction offers a compelling example of how insider activity can signal confidence in a company’s prospects, particularly in the context of a recovering market and a long-term commitment to sustainable growth.