What Holo does

Holo (legal entity: Holo, inc) is a UAE-headquartered proptech company operating a digital mortgage brokerage and property-buying platform founded by Michael Hunter and Arran Summerhill. The company was launched in 2020 as part of the Wamda X program as the Middle East's first digital mortgage platform, and by the source data reports 24,000+ customers served, AED 550 million in loans issued within 12 months during 2021, and AED 200 million processed in the first 10 months of operation during the pandemic. Its core product is the Holo Platform — a web and mobile (iOS/Android) application that aggregates 500+ mortgage products from 20+ bank lenders including HSBC, ADIB, Arab Bank, RAK Bank, Emirates NBD, Standard Chartered, and FAB — combined with a dedicated buyer-side concierge service that walks buyers through property search, mortgage application, conveyancing, and completion. Holo monetizes through a combination of the standard 2% Dubai buyer agency fee bundled with concierge services, mortgage referral commissions from bank partners, white-label licensing revenue from Holo X (deployed across 40+ UAE corporate clients), and channel commissions shared with agents via Hub by Holo (30% commission) and independent advisors via Edge by Holo (100% commission).

The company's geographic footprint spans UAE (Dubai headquarters at Marina Plaza) and Saudi Arabia (Riyadh office opened in 2024 under GM Suha Alyami), with additional UK mortgage services for UAE-based expats. Distribution operates across self-serve digital, sales-assisted concierge, agent referral (Hub by Holo), independent advisors (Edge by Holo), developer partnerships (Emaar, Sobha, Ellington, Arada, Al Wasl), and white-label licensing (Holo X). The technology stack is built around cloud-based application processing with integrations to 20+ UAE bank lending systems; an AI-driven recommendation layer was introduced in 2024 for product matching across the 500+ product universe. The company is venture-backed across seed ($1M, Feb 2023), pre-Series A (May 2024), and Series A ($22M, Aug 2025, led by Impact46 with Mubadala participation), with cumulative disclosed funding of approximately $23M+. Headcount is reported in the 101–250 range. Holo is described in source material as the largest direct mortgage platform in the Middle East, though this claim is unverified by third-party data.

Revenue is not disclosed. The primary operational risk is dependence on lender-partner commission economics and the pace of Saudi regulatory licensing; the primary commercial opportunity is scaling the Holo X white-label franchise and the Edge by Holo independent-advisor channel across GCC markets, where mortgage penetration remains low relative to mature markets.

Name

Holo

Legal name

Holo, inc

Website

https://useholo.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

101–250 employees

Short description

Holo is a Dubai-headquartered digital mortgage and property-buying platform serving UAE and Saudi Arabia property buyers, aggregating 500+ mortgage products from 20+ bank lenders and offering concierge advisory, agent referral tools, and a white-label platform used by 40+ UAE companies.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Loan Brokers (6163), Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Home Equity & HELOC Intermediaries (FSALABAE)

Keywords

• Digital mortgage brokerage
• Mortgage comparison platform
• Property buying services
• Home loan advisory
• Online mortgage application

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Transaction Fee (Buyer Side): Holo earns revenue through the standard 2% buyer fee charged on property transactions in Dubai. This fee is paid by the buyer as part of the transaction costs and covers the full concierge service, mortgage brokerage, and end-to-end coordination at no additional cost to the buyer.
2. Mortgage Commission: Holo earns commissions from bank partners for successful mortgage placements. The platform works with 20+ lenders offering 500+ mortgage products, earning referral or placement fees when buyers complete mortgage transactions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Holo is a digital-first mortgage brokerage and property buying platform operating in the UAE, aggregating 500+ mortgage products from 20+ partner banks and providing buyers with end-to-end services including mortgage search, comparison, digital application processing, and buyer-side concierge advisory. The company also licenses its technology through Holo X white-label platform to 40+ UAE companies and operates Hub by Holo and Edge by Holo as distribution channels connecting real estate agents with pre-approved mortgage buyers.

Differentiator

Problem solved

Functional benefit

Brands

• Hub by Holo: A buyers platform connecting approved Holo buyers with real estate partners for faster property sales, also an agent portal for real estate agents to track mortgage referrals and earn commissions.
• Holo X
• Edge by Holo

Products and services

• Holo Platform UAE-based digital mortgage and property buying platform enabling users to obtain mortgages, find properties, and access buyer advisory services in one place, working with over 20 partner banks and offering 500+ mortgage products.
• Holo Concierge

Quantifiable outcome

• 24,000+ happy homeowners served since 2020
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Sobha RealtycoreChannel Partner/ Reseller/ DistributorPremium Dubai developer whose off-plan projects are featured on Holo's platform, enabling buyers to access Sobha properties through Holo's advisory services.
• Emaar PropertiescoreChannel Partner/ Reseller/ DistributorMajor Dubai developer with off-plan projects listed on Holo's platform, offering buyers access to Emaar's flagship developments.
• AradacoreChannel Partner/ Reseller/ DistributorDubai-based developer whose projects are featured on Holo's off-plan platform, providing buyers with access to Arada developments.
• EllingtoncoreChannel Partner/ Reseller/ DistributorBoutique Dubai developer with properties listed on Holo's off-plan platform, offering curated developments to Holo buyers.
• Al WaslcoreChannel Partner/ Reseller/ DistributorDubai developer whose projects are featured on Holo's platform, expanding the range of off-plan options available to buyers.
• GC Partners (FX Partner)minorStrategic or Co-development PartnerForeign exchange partner integrated into Holo's UK Mortgages service to assist with fund transfers between UAE and UK for property purchases.

Scale indicators10 records

Recent moves8 records

Expansion highlights8 records

Emerging players

• Stake: UAE-based proptech enabling fractional real estate investment starting from small ticket sizes. Adjacent in UAE proptech space, serving retail real estate buyers with a different ownership model.
• Trussle: UK online mortgage broker using smart-matching technology to recommend lenders. Smaller in scale than Holo but with a comparable AI-driven matching approach.

Direct peers

• Huspy: UAE-based proptech offering a digital home-buying platform with mortgage services, property search, and agent tools — directly competing with Holo across the same UAE buyer journey and adjacent product set.
• Better.com: US-based digital mortgage lender and home-buying platform with AI-driven application flow and direct lender model. Closely comparable end-to-end digital homebuying concept, though operating in the US market.
• Rocket Mortgage: Largest US digital mortgage lender, demonstrating the scale a fully digital mortgage platform can achieve. Same digital-first broker-to-lender model Holo aspires to replicate in MENA.
• Habito: UK-based digital mortgage broker offering whole-of-market comparison and online application. Directly comparable digital mortgage broker model that has expanded into conveyancing and legal services.

Broad incumbents

• Property Finder: Leading UAE property marketplace that has expanded into mortgage brokerage (Property Finder Loans). Overlaps with Holo as a buyer-side funnel, but operates primarily as a listings platform with mortgage as a feature.
• Bayut: Major UAE property listings platform (owned by Emerging Markets Property Group) that has added mortgage lead-generation and brokerage services. Comparable as a buyer acquisition channel for UAE real estate.
• Zoopla: UK property platform with integrated mortgage comparison and brokerage. Comparable as a buyer-side property marketplace with embedded mortgage services in a mature market.

Regional players

• Mortgage Choice: Australian mortgage broker franchise network with comparison tools across 20+ lenders. Comparable multi-lender brokerage model, though operating in Australia and using franchise distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/HoloUae
• YouTubeyoutube.com/channel/UCHwXnCCGDUK5Bi_E2UxEgVQ
• Facebookfacebook.com/useholo
• LinkedInlinkedin.com/company/holo-mortgage-consultants
• Instagraminstagram.com/useholo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holo