A new AI-powered property portal has launched with free listings for agents and a claim that it already has 182,000 more available UK properties than Rightmove.
MyPorta says buyers and renters can discover 860,242 properties through its platform. It puts Rightmove’s comparable total at 678,002 – giving MyPorta a 26.9% lead.
Unlike traditional portals, MyPorta does not rely solely on agents uploading properties or supplying feeds.
Instead, it indexes available properties advertised on estate and letting agents’ public websites. MyPorta attributes each property to the relevant agent and directs users back to the agent’s own website.
Agents can also upload properties directly or connect a BLM or CRM feed.
Crucially for agents, MyPorta says it will not charge them to list properties.
‘That argument has just disappeared’
Mal McCallion, CEO of MyPorta, said the size of its inventory challenges one of the major advantages traditionally held by established portals.
He said: “People do not care which database their dream home sits in. They care whether they can find it.
“I said MyPorta would have the most properties, and today it does.
“Estate agents were told they could never leave the old portal model because of inventory. That argument has just disappeared.”
According to MyPorta’s figures, the platform has 165,732 available properties in London. It compares this with 86,780 on Rightmove.
Across England outside London, MyPorta claims 597,391 properties against Rightmove’s 542,556.
The gap is wider in Scotland. MyPorta reports 52,359 available properties compared with 20,063 on Rightmove.
In Wales, MyPorta claims 29,860 properties against Rightmove’s 28,500.
It also reports 14,900 properties in Northern Ireland compared with 103 on Rightmove.
MyPorta conducted the inventory comparison on 21 September.
Its definition of “available” excludes properties marked sold subject to contract, under offer, sale agreed or let agreed.
The company said it sourced Rightmove’s England, Scotland and Wales figures from the portal’s public sitemap. It then deduplicated properties by ID and applied geographical boundary checks.
MyPorta acknowledges that Rightmove has a larger overall searchable inventory when other property statuses are included.
AI search takes on traditional portal filters
MyPorta also hopes to challenge the traditional portal search model through artificial intelligence.
Instead of relying solely on standard filters, buyers and renters can describe what they want using conversational language.
For example, a buyer could search for a three-bedroom property within a particular journey time of Manchester. They could then add requirements covering outdoor space, schools or transport.
The platform uses those requirements to rank suitable properties.
Each result receives what MyPorta calls a personalised compatibility score out of 100. The system bases the score on the user’s stated requirements.
MyPorta says agents cannot pay to improve their score or push properties higher in the results.
McCallion said: “On an old-style portal, the first property you see can be there because somebody paid to put it there.
“On MyPorta, the homes rise because they fit what you told us matters. Nobody can buy a 95 out of 100.”
Free listings for agents
MyPorta says agents will not pay to list their properties or receive a higher search position.
Agents can claim their presence on the platform and provide additional information through uploads or CRM feeds.
The company says additional information can help its AI assess how closely a property matches a buyer’s requirements. However, supplying more data does not guarantee greater prominence.
AI Property Intelligence Ltd developed MyPorta.
The team behind the business includes people with previous experience at property technology companies including Primelocation and Zoopla.
Its arrival adds another challenger to the property portal market as agents continue to scrutinise listing fees and the industry assesses how AI could change property search.
Comments (11)
Sounds like a great idea to direct the public straight to agents’ websites.
Would be interesting to know how you plan to get the public to use the site and create awareness, as this has always been where non-RM portals have failed.
The medical world is the canary in the coal mine when it comes to AI – and the property sector should take heed of a legal turning point last week when the first clinical negligence claims involving AI were officially lodged in the UK. Its use in health care is cited as a potential factor in patient (client) harm. Clearly, this raises serious questions about where the blame lies when technology fails – whatever the sector.
I think that’s kinda true for any new technology – I imagine fire wasn’t brilliant for the first few humans that tried to contain it, cars ran people over and electricity zapped people.
Yes be careful. Get some advice from those that know, for sure. But the best way to protect your business from the downsides of AI is to learn how to use it and marshal it – otherwise your competitors that do so will damage your business in far more serious ways.
The challenge is not how many properties this can scrape but how structured and comprehensive the results are. AI does not return the same quality results even if it does hit this product. The portals are already topping AI search results so this will be challenging.
The biggest problem the paid-for portals have is stock. If your property – which is perfect for Homeseeker A – is on your site and on Zoopla and Rightmove then you’re fighting against optimisation that they’re using your own money to fund.
Over time agents will not put all their stock on paid-for platforms because they’re selling / letting nicely elsewhere for far less / free. Trad portals’ portfolio of property withers. It’s less interesting to ChatGPT because Homeseeker A’s perfect property isn’t actually there.
It’ll take time – but let’s start here.
The free listings bit is getting all the attention and it’s the least interesting part of this.
Nobody asked us. That’s what I keep coming back to. My listings, my photography, my copy, my hosting bill, and the first I hear about being part of an 860,000 property headline is reading about it here. Then the fix is on me. Find out the platform exists, learn the name of the crawler, get my web people to edit a file, and send a separate email asking for what’s already been taken to be taken down. Every other relationship I have in this industry starts with a conversation.
On timing. Plenty of us put a property on our own site before it goes near a portal. Coming soon, pre-launch, out to our own applicant list first to build a bit of heat before launch day. That’s a decision we make with the vendor and it’s worth money to them. A bot working through agents’ websites takes that decision off us. The minute it’s on my site it’s on theirs.
Then material information, which is the one that ought to worry people. Since April last year the duty sits under the DMCC Act with the CMA enforcing it, and an omission is an unfair commercial practice on its own now, nobody has to prove it would have changed a buyer’s mind. Going by what MyPorta say they take, it’s address, price, beds, type and status. So none of the Part B or C detail, no tenure, no council tax band, no construction type, nothing on utilities, parking, flood risk or covenants, and no link to the pack we’ve gone to the trouble of putting together. Their own site then says property details come from the agent’s listing and aren’t verified by them. So there’s a cut down version of my listing, with my firm’s name on it, on a website I never agreed to, on a platform that says it doesn’t check any of it.
The address is the bit that bothers me most. Their crawler page says it takes the address off the page, and that it keeps a dated copy of every page it reads. We leave addresses off public listings deliberately. Vendor doesn’t want the street knowing, security, a sale we’ve been asked to keep quiet, or it simply isn’t ready to go out. So what happens when the address isn’t on the page. Is it worked out from the postcode, the photos, EPC data or Land Registry and filled in anyway. Is that published or just held. And how long does the dated copy of my page sit on their servers, does it go when I ask for removal, and what is it being used for in the meantime.
Now the money. I’ve seen it reported that the revenue is consumer services, broadband and insurance and removals, plus a subscription for regular users. Fine, maybe that’s the whole of it. I’d like it in writing that listing data, address data and anything built or derived from it is never sold, licensed or shared with anyone else, prospecting and data companies included, now or in two years when the funding round needs a story.
And here’s the part I’d really like answered. If there’s a business being built here, it’s being built out of work I paid for. I pay Rightmove a great deal of money and I’m not pretending I enjoy it, but I know exactly what I’m buying, leads come back through the door, there’s a contract, they’re open about what they do with data, and if I’ve had enough I can leave. Here I’m paying with my listings instead of cash, on a site that as far as I can see has no audience yet, so nothing is coming back to me at all. Free listings on a portal nobody is using isn’t a benefit, it’s a holding position while something else gets built.
So, plainly: if this becomes a data business, do the agents get a share of every pound it makes, it is their data after all? Or is “free forever” just the entry fee for something we’re funding without having been asked?
For anyone who wants their site left alone while this gets worked out, ask whoever runs your website to add this to your robots.txt file:
User-agent: MyPortaBot
Disallow: /
User-agent: ModelProp-RawFetcher
Disallow: /
User-agent: ModelProp-Discovery
Disallow: /
User-agent: MyPortaResearchBot
Disallow: /
The bottom three are names the same crawler used before September. MyPorta say they pick up the change within 24 hours and that it has no effect on Google. Don’t let anyone put Disallow: / under User-agent: * or you’ll block Google too and vanish off the internet. Blocking only stops them taking anything new, so anything already taken has to be removed by emailing hi@myporta.ai and asking. And robots.txt is a polite request rather than a locked door, it works because the crawler chooses to honour it, so get your web people to check the access logs for those names. That’ll tell you how long you’ve been crawled for and whether it actually stops when you ask.
Happy to be told I’ve got parts of this wrong. I’d rather hear it from MyPorta than not hear it at all.
It’s basically Google, Bing, ChatGPT, Claude. Free clicks to your website. Nothing sinister or underhand – just helping consumers find their dream homes with AI and shovelling them your way. So there’s no stress on MI, it’s not a ‘cutdown version of your listing’ it’s what your robots.txt (the SEO one on everyone’s site) file says is and isn’t OK. We respect the rules that every agent has set for their listings.
As you’ve discovered, we even tell you how to block us if you like – and that’s not hidden away, it’s prominently in the footer of every single page as you have found. A company that’s trying to sneak around doesn’t do that. You get to choose.
By far the majority of agents are choosing to appreciate the free traffic. Many are choosing to upload directly to us, also for free, so that their listings +are+ richer and more easy to discover. A bunch are investing, because this is going to be the future of property discovery.
Whatever you choose that’s genuinely OK. We’re here to decrease the portal costs for those that want it, to provide a new AI marketing channel that resonates with vendors and can help win more instructions – and perhaps, just perhaps, make the covnersations with Rightmove’s reps just a little bit more fun in 2027.
Entirely up to you – but we’re here to help an industry that I’ve seen up close significantly damaged by one insatiable organisation for 20 years. You could give us a try? You’ve got nothing to lose (or to pay) 🙂
Everything is free until its not
With that amount of listings and using AI costs will soon ramp which will equal charging agents, it will happen just wait!
You don’t have to pay the AI costs from the frontier labs – there are loads of almost-free ways of doing it these days, including some amazing open source models.
And we can’t charge – our offering to consumers is the diametric opposite of what the paid-for portals do. We listen to the consumer’s dreams and deliver properties that are right for them – not just paid-for spots that profit the site rather than the searcher.
Consumer behaviour in the world of AI expects hyper-personal, transparent and honest results, not corrupt listings from agents paying-to-win. We make our money from affiliate services – check out the ‘Shop The Look’ on properties from our agent feeds as an example.
I get the cynicism – I’ve been in this industry 26 years and nothing changed. But now it has – new technology is destroying the old systems, just like the internet did to print back when I started out pre-launch at Primelocation.com in 2000. This is the start – and agents can engage however they like; passive (getting clicks), active (feeding and having their pages more visible to ChatGPT, etc) or investor (getting a stake in AI).
We’re serious about making a positive difference to every agent’s bottom line, whether by helping them come off other paid-for portals through to new revenue streams from site rev shares. There’s lots to do but we’re on our way. And MyPorta will always be free to agents.
So… if my properties are being “indexed”, is this another portal or property website I’m on despite having not consented to it…?
And if so, assuming it gets traction with buyers, are my leads going to be collected and then held hostage like they were with GetAgent?
I genuinely hope not.
No, this is like Google – clicks go straight through to your website, no intervention, free traffic. Consumers get great AI search functionality to discover their dream home, you get eyeballs on properties that might otherwise be missed because no one’s been able to properly search for ‘3 bed near the station and a great school, sea views and ballroom dancing classes nearby’ before.
You might want to upload directly because that makes the matching easier but that’s free and always will be.
Our aim is to provide an alternative to your current paid-for portals.