The Edge Property

What The Edge Property does

The Edge Property, operating as EdgeProp.sg, is a Singapore-based property intelligence platform serving real estate agents, agencies, investors, home-seekers, sellers and developers. The portal aggregates listings for sale and rent across condos, HDBs, landed houses, commercial and industrial properties, layers in original property news, and monetises a suite of free and paid analytics tools including Edge Fair Value, a proprietary En Bloc Calculator built on a custom logit model, a Heatmap of Singapore transactions, Tower View (a first-of-its-kind storey-and-stack price visualisation), Inspector for landed research, Pricer for listing-price optimisation and LandLens for institutional users. The platform is increasingly AI-enabled, with the Buddy conversational assistant for natural-language property queries and an in-listing AI Redesign tool that generates interior style renders, supported by Google Maps and Cloudflare integrations.

The business operates a hybrid monetisation model: a freemium portal drives self-serve adoption by home-seekers and investors; Pro Tools annual subscriptions and a pay-as-you-go 'Prop Points' credit system (30 points per Featured Enquiries or FSBO contact click) monetise individual agents; agent and agency subscriptions power listing distribution; and advertise.edgeprop.sg captures advertising and campaign spend from agencies and developers. A flagship co-branded OCBC Affordability Calculator links EdgeProp's audience to OCBC's mortgage funnel, and the EdgeProp Excellence Awards plus Realtors' Roundtable reinforce industry engagement. EdgeProp is privately held (last disclosed funding: US$4M from Fushia Investments in June 2017), headquartered in Singapore, and focused exclusively on the Singapore market.

Name

The Edge Property

Legal name

EdgeProp.sg

Website

https://edgeprop.sg

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

EdgeProp.sg is a Singapore property portal and intelligence platform that aggregates listings across condos, HDB, landed, commercial and industrial, and layers on proprietary analytics (Edge Fair Value, En Bloc Calculator, Tower View, Heatmap) plus AI tools (Buddy assistant, AI Redesign) for agents, investors, home-seekers, sellers and developers.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Packages / Pro Tools: Recurring subscription plans granting access to premium analytics, full data, and unlimited tool usage.
2. Prop Points (pay-per-use consumption credits): Pay-as-you-go credit system where features such as Featured Enquiries contacts and FSBO contacts cost 30 Prop Points per unique click; users top up when points run low.
3. Advertising: Property and agency advertising placements via advertise.edgeprop.sg, including promoted listings, banners and bespoke campaigns.
4. FSBO Listing Promotion: For-sale-by-owner listings on EdgeProp that owners can advertise and have promoted to buyers.
5. Property Listing Subscription for Agents: Agents subscribe and post listings across sale, rent and room-rental categories on the marketplace.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

The Edge Property, operating as EdgeProp.sg, is a Singapore property portal that aggregates for-sale and for-rent listings across condominiums, HDB flats, landed houses, commercial and industrial properties, and overlays them with original property news and a suite of proprietary AI-driven research and analytics tools. It monetises the platform through Pro Tools subscriptions, a Prop Points pay-per-use credit system for lead generation (Featured Enquiries, FSBO contacts), and direct advertising placements sold to property agencies and developers.

Product overview

EdgeProp.sg (previously known as The Edge Property Singapore) is a single integrated property platform rather than a loose bundle of standalone products. The EdgeProp.sg portal is the core product, providing property listings for sale and rent across condos, HDBs, landed, commercial and industrial, plus property news. Sitting on top of it is an AI layer that includes the Buddy (Ask Buddy) conversational assistant and the AI Redesign generative tool, and a research / analytics suite comprising tools such as Edge Fair Value, Heatmap, En Bloc Calculator, Is it a Good Deal?, Affordability Calculator, My HDB Lease, Amenities Check, Market Watch, Inspector, Tower View, Street View, Featured Enquiries, FSBO, HDB MOP, Lease Expiry, All Listings, Location Scan, Shortlist, Compare Projects, Pricer, Latest Transactions, LandLens and the dedicated EdgeProp En Bloc hub, alongside the EdgeProp mobile app.

Differentiator

Problem solved

Functional benefit

Brands

• Buddy (EdgeProp Buddy): AI-powered property assistant / conversational search interface available at buddy.edgeprop.sg.
• EdgeProp Excellence Awards
• Cast (EdgeProp Cast)

Products and services

• EdgeProp.sg Property Portal Core two-sided Singapore property marketplace aggregating for-sale and for-rent listings from hundreds of CEA-licensed agencies and developers, combined with original property news, free analytics and paid premium tools, aimed at home-seekers, buyers, investors, sellers, agents, agencies and developers in Singapore.
• EdgeProp Pro Tools Subscription Recurring annual subscription tier unlocking premium EdgeProp analytics such as Tower View, Inspector, LandLens, Street View, full unit numbers and advanced prospecting features, aimed at Singapore property agents and serious investors.
• EdgeProp Buddy AI Assistant AI-powered conversational property assistant accessible on the EdgeProp homepage and at buddy.edgeprop.sg that lets home-seekers, investors and agents ask natural-language questions to search listings, check valuations and receive property guidance.
• AI Redesign Tool In-listing generative-AI feature that lets users envision a property in chosen interior styles such as Scandinavian or Minimalist, available to site visitors on EdgeProp listings.
• Featured Enquiries Lead Generation Daily buyer and tenant lead feed that lets Singapore property agents and salespersons receive real enquiries filtered by buy/rent, property type, budget and contact availability, billed at 30 Prop Points per unique contact click.
• FSBO (For Sale By Owner) Listings Owner-direct listing directory with district, property-type, room, size and price filters that lets Singapore property owners advertise and promote for-sale, for-rent and room-rental listings directly to buyers and tenants on EdgeProp.
• EdgeProp Mobile App Companion mobile app for EdgeProp delivering property search, alerts, listings and tools on iOS and Android devices, surfaced via a 'Download EdgeProp App' link on the main site footer.
• EdgeProp Advertising Placements Direct advertising sales channel at advertise.edgeprop.sg that lets Singapore property agencies, developers and brands purchase promoted listings, banners and bespoke campaigns on the EdgeProp platform.
• EdgeProp Cast Video Channel Online video and streaming property content vertical with Trending, Channels and topic-based categories covering HDB, Condo, Landed, New Launch, Commercial, Industrial, Education and Interior Design, distributed on EdgeProp.
• EdgeProp Excellence Awards Branded annual property excellence awards program operated at awards.edgeprop.sg that recognises excellence in Singapore real estate and serves as a marketing and engagement channel for agents, agencies and developers.

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered flagship co-branded tool, core data partner, core ecosystem, core platform integration, infrastructure-level, minor distribution and flagship industry program.

• OCBC Bankflagship co-branded toolGTM or Marketing PartnerCo-branded 'OCBC Affordability Calculator' is offered as a featured tool on EdgeProp. The calculator helps users understand how much they can afford before buying a property, linking EdgeProp's audience to OCBC's mortgage and affordability expertise.
• URA (Urban Redevelopment Authority)core data partnerStrategic or Co-development PartnerURA is the primary source of EdgeProp's developer sales, transaction, median price, median rent and shophouse data, cited throughout the Market Watch and en-bloc pages as 'Source: URA, https://www.edgeprop.sg'.
• Singapore property agencies (ERA, PropNex, Huttons, Savills, CBRE, Knight Frank, OrangeTee, PropNex Realty, PropNex International, OrangeTee Advisory, OrangeTee Overseas Properties, PropNex Realty, SRI Pte. Ltd., Lendlease Retail, and hundreds of others)core ecosystemChannel Partner/ Reseller/ DistributorEdgeProp's agent registration dropdown lists hundreds of CEA-licensed Singapore real estate agencies, indicating that these agencies use EdgeProp as a primary channel to distribute their listings and source leads.
• Singapore property developers (CapLand, Frasers Property, Mapletree, Keppel Land, GuocoLand, Hong Leong, City Developments, TEE International, Bukit Sembawang, etc.)core ecosystemChannel Partner/ Reseller/ DistributorEdgeProp surfaces new launch sales data for major Singapore developers through its Market Watch and New Launches sections, providing visibility into project uptake, median prices and psf ranges.
• Google Mapscore platform integrationTechnology or IntegrationEdgeProp's Heatmap, Inspector, Street View, Location Scan and Amenities Check tools embed Google Maps and Street View imagery (with Map data ©2026 Google attribution) to provide geographic context to property data.
• Cloudflareinfrastructure-levelTechnology or IntegrationEdgeProp uses Cloudflare as its security and performance provider (multiple pages show Cloudflare's bot-protection challenge and 'Performance and Security by Cloudflare' attribution).
• Apple and Google (App Store distribution)minor distributionChannel Partner/ Reseller/ DistributorEdgeProp offers its mobile app via standard app-store channels — the registration form lists 'Register Via Google' and 'Register Via Apple' options indicating iOS and Android distribution.
• Realtors' Roundtableflagship industry programStrategic or Co-development PartnerRealtors' Roundtable (realtorsrt.com) is co-branded with EdgeProp in the navigation, indicating a joint industry forum / content platform for Singapore real estate agents.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 99.co: 99.co is a Singapore-focused property portal competing head-on with EdgeProp for agent subscriptions and home-seekers, offering listing aggregation plus proprietary data tools (price trends, transaction history) and AI-assisted search.
• iProperty.com.sg: iProperty is part of REA Group and operates a Singapore property portal with listings, new-launch content and agent services, competing with EdgeProp in the same agent subscription and consumer search markets.
• SRX (StreetSine): SRX is a Singapore property data and analytics platform providing transaction history, price indices and agent-facing tools, overlapping directly with EdgeProp's analytics/research layer (Edge Fair Value, Heatmap, Latest Transactions).
• PropertyGuru Group: PropertyGuru is Singapore's largest property portal and the most direct competitor to EdgeProp, offering listings across sale and rent alongside agent tools, market data and new-launch content for the same Singapore consumer and agent audience.

Broad incumbents

• CoStar Group: CoStar is the dominant global commercial real-estate data and analytics incumbent (LoopNet, Apartments.com), comparable to EdgeProp's LandLens and Market Watch enterprise data products covering commercial and industrial Singapore assets.
• REA Group (realestate.com.au): REA Group operates Asia-Pacific property portals (including iProperty) and is a broad incumbent in regional property media and data, comparable to EdgeProp's portal-plus-research model across multiple geographies.
• Compass: Compass is a US-based tech-enabled brokerage and agent platform, comparable to EdgeProp's agent-facing subscription and lead-generation tools (Prop Points, Featured Enquiries) and its broader push to be the default operating system for agents.
• Zillow: Zillow is a US-based broad incumbent in residential property portals with AI-powered search (Zillow Zestimate, natural-language queries), serving as a comparable benchmark for EdgeProp's valuation, AI and consumer analytics playbook at scale.

Emerging players

• REimagineHome: REimagineHome is an AI-powered generative interior redesign tool directly comparable to EdgeProp's AI Redesign feature, both enabling buyers to envision properties in different interior styles from listing photos.

Regional players

• PropertyFinder: PropertyFinder is a leading MENA property portal operating a listings-plus-data-plus-agent-tools model similar to EdgeProp's, providing a regional comparable for how Singapore-style property intelligence products scale in adjacent markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/edge-prop-singapore
• Xx.com/edgepropsg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 The Edge Property