MyPorta, a newly launched AI-driven property portal, offers agents free listings and asserts it holds 182,000 additional UK homes compared with Rightmove. The service reports that buyers and renters can browse 860,242 properties through its online platform, delivering a 26.9% advantage over Rightmove’s reported 678,002 listings today.
MyPorta aggregates property listings from estate and letting agents’ websites, linking each property to its respective agent and redirecting users to the agent’s site. Agents also have the option to upload listings directly or integrate via BLM or CRM feeds.
MyPorta’s decision to offer free listings is significant for agents. Mal McCallion, CEO of MyPorta, said the size of its inventory challenges one of the major advantages traditionally held by established portals. He stated, “People do not care which database their dream home sits in. They care whether they can find it.”
MyPorta’s data shows it lists 165,732 properties in London, compared to Rightmove’s 86,780. Outside London, MyPorta claims 597,391 properties in England, versus Rightmove’s 542,556. The disparity is more pronounced in Scotland, where MyPorta lists 52,359 properties, compared to Rightmove’s 20,063.
MyPorta aims to transform property searches using artificial intelligence, allowing users to describe their preferences in natural language instead of relying on standard filters. For instance, a buyer can search for a three-bedroom property within a specific travel time from Manchester.
The platform uses those requirements to rank suitable properties, with each result receiving a personalized compatibility score out of 100. 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.”
MyPorta conducted its inventory comparison on 21 September, and its definition of “available” excludes properties marked sold subject to contract, under offer, sale agreed, or let agreed. In regional comparisons, MyPorta claims 29,860 properties in Wales, surpassing Rightmove’s 28,500, and 14,900 properties in Northern Ireland, significantly more than Rightmove’s 103. Nobody can buy a 95 out of 100, MyPorta says, emphasizing that agents will not pay to list their properties or receive a higher search position.
