Property industry veteran Mal McCallion has announced the launch of a nationwide tour to promote his latest venture – MyPorta, an AI-driven property search platform developed under the project name IntelProp.
The tour will take McCallion across 60 locations in 60 days as he introduces agents and home-movers to a fully optimised for AI and voice search, making property listings easily discoverable through conversational technology.
Set to launch publicly in the first quarter of 2026, MyPorta will offer free, open-ended property listings, positioning itself as an alternative to the UK’s established portals.
McCallion, who helped launch Primelocation in 2000 and Zoopla in 2008, said the project reflects his belief in AI’s potential to reshape how people search for, assess, and act on property opportunities.
Dubbed the ‘Rightmove Resistance Tour 2: The Reckoning’, this will be McCallion’s second promotional tour, following an event held earlier this year.
McCallion says he aims to tap into the frustration some agents feel toward Rightmove and ultimately win their business.
“I’ve heard some truly devastating stories of how Rightmove’s relentless fee-raising has harmed individuals and their families,” he said.
“Significant illness, debt and devastation are the human stories behind Rightmove’s unnecessary and unethical fee hikes. Alongside these tragedies are all the other agents out there struggling to pay these fees – stopping recruitment, not growing into strategic towns and even cutting back on the traditional Christmas parties, simply because Rightmove takes so much,” McCallion continued.
Covering 60 locations in 60 days, each session will last for one hour.
McCallion added: “The original Rightmove Resistance Tour showed just how much agents want to understand what’s happening in technology and how it can free them from their current shackles.
“AI is bringing a change in consumer behaviour – and with it a one-off opportunity to stop Rightmove from brutally increasing fees every year.
“Every agent should come along to simply understand what’s out there – regardless of whether they’re going to take action or not. It’s local, focused and knowledgeable. At the start of a crucial 2026, this is a couple of hours you couldn’t invest any better.”
To register for the Tour, agents just need to click here.
Breaking up a company (a structural remedy) usually only happens if:
it is a true monopoly, and
it uses its power to harm competition, and
no other remedy would fix the market.
Rightmove does not meet the strict legal definition of a monopoly because alternatives exist (Zoopla, OnTheMarket) — even if they are weak in practice.
So regulators classify this as dominance, not “monopoly.”
Dominance is not illegal.
Abusing dominance is.
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“Abuse of a Dominant Position”
This is the term used by UK and EU competition regulators (the CMA and the European Commission).
A company does not need to be a pure monopoly — just dominant enough that others can’t realistically avoid using it.
If the dominant company then uses that power to impose unfair prices or conditions, that can become illegal.
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You decide. 3 products offering exactly the same tech.
Rightmove = £2000
OnThe Market = £200
Zoopla = £200
How has a legal case not been bought before… PropertyMark… what you spending subs on?
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