A new AI-powered property portal, MyPorta, has launched with free listings for agents, claiming it already has 182,000 more available UK properties than Rightmove. MyPorta states that buyers and renters can find 860,242 properties through its platform, compared to Rightmove's 678,002, representing a 26.9% lead.
Unlike traditional portals, MyPorta indexes available properties advertised on estate and letting agents’ public websites. It attributes each property to the relevant agent and directs users to the agent’s own website. Agents can also upload properties directly or connect a BLM or CRM feed, with no charge for listings.
MyPorta's CEO, Mal McCallion, stated that the size of its inventory challenges a major advantage of established portals. He added that the argument that agents could not leave the old portal model due to inventory has "just disappeared."
The platform also aims to change the traditional search model using artificial intelligence. Instead of standard filters, users can describe their requirements in conversational language, such as a three-bedroom property within a specific journey time of Manchester, with additional requirements for outdoor space, schools, or transport. Each property result receives a personalised compatibility score out of 100, based on the user's stated requirements, and agents cannot pay to improve scores or push properties higher in results.
MyPorta conducted its inventory comparison on 21 September, excluding properties marked as sold subject to contract, under offer, sale agreed, or let agreed. The company, developed by AI Property Intelligence Ltd, acknowledges that Rightmove has a larger overall searchable inventory when other property statuses are included.