diff --git a/src/editor/deserialize.js b/src/editor/deserialize.js
index 04edd4541c..2d725af4ac 100644
--- a/src/editor/deserialize.js
+++ b/src/editor/deserialize.js
@@ -15,11 +15,9 @@ See the License for the specific language governing permissions and
 limitations under the License.
 */
 
-import { MATRIXTO_URL_PATTERN } from '../linkify-matrix';
 import { walkDOMDepthFirst } from "./dom";
 import { checkBlockNode } from "../HtmlUtils";
-
-const REGEX_MATRIXTO = new RegExp(MATRIXTO_URL_PATTERN);
+import {getPrimaryPermalinkEntity} from "../utils/permalinks/RoomPermalinkCreator";
 
 function parseAtRoomMentions(text, partCreator) {
     const ATROOM = "@room";
@@ -41,9 +39,8 @@ function parseAtRoomMentions(text, partCreator) {
 
 function parseLink(a, partCreator) {
     const {href} = a;
-    const pillMatch = REGEX_MATRIXTO.exec(href) || [];
-    const resourceId = pillMatch[1]; // The room/user ID
-    const prefix = pillMatch[2]; // The first character of prefix
+    const resourceId = getPrimaryPermalinkEntity(href); // The room/user ID
+    const prefix = resourceId ? resourceId[0] : undefined; // First character of ID
     switch (prefix) {
         case "@":
             return partCreator.userPill(a.textContent, resourceId);
diff --git a/src/editor/serialize.js b/src/editor/serialize.js
index 07a1ad908e..734e2ba030 100644
--- a/src/editor/serialize.js
+++ b/src/editor/serialize.js
@@ -16,6 +16,7 @@ limitations under the License.
 */
 
 import Markdown from '../Markdown';
+import {makeGenericPermalink} from "../utils/permalinks/RoomPermalinkCreator";
 
 export function mdSerialize(model) {
     return model.parts.reduce((html, part) => {
@@ -29,7 +30,7 @@ export function mdSerialize(model) {
                 return html + part.text;
             case "room-pill":
             case "user-pill":
-                return html + `[${part.text}](https://matrix.to/#/${part.resourceId})`;
+                return html + `[${part.text}](${makeGenericPermalink(part.resourceId)})`;
         }
     }, "");
 }
diff --git a/src/utils/permalinks/PermalinkConstructor.js b/src/utils/permalinks/PermalinkConstructor.js
index 507f16f795..f74c432bf0 100644
--- a/src/utils/permalinks/PermalinkConstructor.js
+++ b/src/utils/permalinks/PermalinkConstructor.js
@@ -35,6 +35,10 @@ export default class PermalinkConstructor {
         throw new Error("Not implemented");
     }
 
+    forEntity(entityId: string): string {
+        throw new Error("Not implemented");
+    }
+
     isPermalinkHost(host: string): boolean {
         throw new Error("Not implemented");
     }
diff --git a/src/utils/permalinks/RiotPermalinkConstructor.js b/src/utils/permalinks/RiotPermalinkConstructor.js
index 1b985e8190..f8c4cb361e 100644
--- a/src/utils/permalinks/RiotPermalinkConstructor.js
+++ b/src/utils/permalinks/RiotPermalinkConstructor.js
@@ -48,6 +48,16 @@ export default class RiotPermalinkConstructor extends PermalinkConstructor {
         return `${this._riotUrl}/#/group/${groupId}`;
     }
 
+    forEntity(entityId: string): string {
+        if (entityId[0] === '!' || entityId[0] === '#') {
+            return this.forRoom(entityId);
+        } else if (entityId[0] === '@') {
+            return this.forUser(entityId);
+        } else if (entityId[0] === '+') {
+            return this.forGroup(entityId);
+        } else throw new Error("Unrecognized entity");
+    }
+
     isPermalinkHost(testHost: string): boolean {
         const parsedUrl = new URL(this._riotUrl);
         return testHost === (parsedUrl.host || parsedUrl.hostname); // one of the hosts should match
diff --git a/src/utils/permalinks/RoomPermalinkCreator.js b/src/utils/permalinks/RoomPermalinkCreator.js
index 666729bacd..4cac095ca0 100644
--- a/src/utils/permalinks/RoomPermalinkCreator.js
+++ b/src/utils/permalinks/RoomPermalinkCreator.js
@@ -253,6 +253,10 @@ export class RoomPermalinkCreator {
     }
 }
 
+export function makeGenericPermalink(entityId: string): string {
+    return getPermalinkConstructor().forEntity(entityId);
+}
+
 export function makeUserPermalink(userId) {
     return getPermalinkConstructor().forUser(userId);
 }
diff --git a/src/utils/permalinks/SpecPermalinkConstructor.js b/src/utils/permalinks/SpecPermalinkConstructor.js
index e4cff798a7..1c80ff8975 100644
--- a/src/utils/permalinks/SpecPermalinkConstructor.js
+++ b/src/utils/permalinks/SpecPermalinkConstructor.js
@@ -43,6 +43,10 @@ export default class SpecPermalinkConstructor extends PermalinkConstructor {
         return `${baseUrl}/#/${groupId}`;
     }
 
+    forEntity(entityId: string): string {
+        return `${baseUrl}/#/${entityId}`;
+    }
+
     isPermalinkHost(testHost: string): boolean {
         return testHost === host;
     }