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.
