Habostorta was founded in 2000 by six private investors led by Tamás Kieselbach, Hungary's prominent art dealer and auctioneer. The company quickly established itself as a strong force in the online market. Focusing on dating and light entertainment, Habostorta was one of the first local online media companies to turn a profit in the troubled after-boom era. Through the rapid expansion of its user base and diversification of its network and content portfolio, the company was able to capitalize on the growing importance of online advertising.