Houseful

What Houseful does

Houseful is a London-headquartered property technology holding company, founded in 2008 and operating under parent ZPG Limited, that consolidates consumer property portals, estate agent software, and property data and risk analytics within a single group. It serves three end markets in parallel: home-mover consumers (via Zoopla and PrimeLocation), estate agents and letting agents (via the Alto Software Group and related CRM brands), and mortgage lenders and financial institutions (via Hometrack and Calcasa). The group employs between 501 and 1,000 people across the UK and Netherlands and operates at significant scale within UK residential property.

The group's technology stack is built around three layered platforms. At the consumer layer, Zoopla and PrimeLocation operate as two-sided property marketplaces, collectively reaching over 60 million monthly visitors and surfacing more than 500,000 listed homes. At the workflow layer, the Alto Software Group provides CRM, workflow, and back-office software to estate agents and powers more than half of UK housing transactions through its consolidated brands (Alto, Expert Agent, Vebra, CFP, Jupix). At the data and risk layer, Hometrack runs automated valuation models at a rate of 50 million valuations per year and is used by 18 of the UK's top 20 lenders, while Calcasa provides parallel AVM and Desktop Taxatie capability to all major Dutch lenders. Yourkeys adds a transaction network connecting agents, lenders, and conveyancers. In 2025 the group launched Fusion, a unified data platform intended to consolidate these data assets into a single product surface.

Houseful's business model combines multiple revenue streams. The consumer portals generate listing fees and advertising revenue from estate agents, developers, and ancillary service providers. The CRM business operates on subscription pricing across a long tail of UK estate and letting agents, with upsell into marketplace and ancillary products. The data and risk business sells API access, AVM usage, and risk analytics to mortgage lenders, with pricing that is volume-based for valuation products and contract-based for enterprise lender relationships. Lead generation and referral revenue (including via the Uswitch integration into mortgages) adds a transaction-linked layer. The group does not publicly disclose consolidated revenue, and revenue is therefore inferred from headcount, market position, and comparable benchmarks.

Name

Houseful

Legal name

Houseful Limited

Website

https://houseful.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Houseful is a London-based property technology holding company operating consumer portals (Zoopla, PrimeLocation), the dominant UK estate agent CRM (Alto Software Group), and property data and AVM analytics (Hometrack, Calcasa) serving consumers, agents, and lenders.

Ownership category

akta.pro rank

Product category

Property Technology Software

NAICS

Offices of Real Estate Appraisers (531320), Mortgage and Nonmortgage Loan Brokers (522310), Residential Property Managers (531311)

SIC

Mortgage Bankers & Loan Correspondents (6162), Real Estate Agents & Managers (For Others) (6531), Loan Brokers (6163)

akta.pro primary industry

Property Valuation: Appraisal Management (AMC) & Appraiser Networks (FSALALAI)

akta.pro secondary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

Keywords

• Property marketplace
• Estate agent software
• Automated valuation models
• Property data analytics
• Real estate CRM

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Property Marketplace Advertising: Zoopla and PrimeLocation generate revenue by providing effective and targeted marketing solutions for businesses (estate agents, home builders) looking to reach engaged housing audiences. Estate agents pay for listings, featured placements, and advertising on the platform.
2. Estate Agent Software Subscriptions: Alto, Jupix, and related products provide SaaS CRM solutions to estate and letting agents on a subscription basis. Delivers sales, lettings, client accounting and property management functionality.
3. Data and Risk Solutions for Lenders: Hometrack and Calcasa provide automated valuation and risk management solutions to mortgage lenders, generating revenue through per-valuation fees or volume-based pricing for 18 of top 20 UK lenders and all major Dutch lenders.
4. Transaction Network Fees: Yourkeys transaction network charges fees for connecting stakeholders in property transactions including estate agents, housebuilders, conveyancers, mortgage brokers, surveyors and lenders.
5. Mortgage Referral Revenue: Zoopla provides mortgage comparison services through Uswitch, generating referral revenue when consumers connect with mortgage providers. Zoopla Limited is an appointed representative of Uswitch Limited, FCA authorized.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Houseful is a UK-based property technology group operating three connected business units: Zoopla and PrimeLocation consumer property marketplaces, the Alto Software Group (Alto, Jupix, Yourkeys) providing estate agent CRM and workflow software, and Hometrack and Calcasa delivering property data, automated valuation models (AVMs), and risk analytics to mortgage lenders. Together these units form an end-to-end property platform spanning consumer home search, agent workflow, and lender decisioning.

Product overview

Houseful operates as a multi-business platform organisation with three distinct business units. The Homes business (Zoopla and PrimeLocation) provides consumer-facing property marketplaces connecting millions of people with homes for sale and rent. The Software business (Alto, Jupix, and predecessors Expert Agent, Vebra, CFP) delivers CRM and property management software to estate and letting agents, with Yourkeys providing an industry-wide transaction network. The Data & Risk business (Hometrack and Calcasa) offers automated valuation models, property risk analytics, and AI-powered market intelligence to mortgage lenders in the UK and Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• Prime Location: Leading online destination for prime property in the UK and overseas
• Alto
• Jupix
• Yourkeys
• Hometrack
• Calcasa

Products and services

• Zoopla UK consumer property marketplace connecting home seekers with estate agents, letting agents, and new home builders; monetised through agent advertising and lead generation.
• PrimeLocation
• Alto
• Jupix
• Yourkeys
• Hometrack
• Calcasa
• Alto Marketplace Listings exchange service integrated with the Alto CRM that allows agents to publish property listings to the Zoopla and PrimeLocation marketplaces.

Quantifiable outcome

• 50m automated valuations per year
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• CrisiscoreStrategic or Co-development Partner · 1 January 2021Long-term partnership launched in 2021 with Crisis, the national charity for people experiencing homelessness. Houseful has pledged support including 200 days of volunteering, £65,000 raised, and collaboration to influence government policy changes on homelessness. Partnership also supports landlords, estate agents, mortgage lenders and housebuilders to play their part in tackling homelessness across Britain.
• Uswitch LimitedcoreTechnology or IntegrationZoopla Limited is an appointed representative of Uswitch Limited, which is FCA authorized (FRN 312850) to provide mortgage comparison services. This partnership enables Zoopla consumers to access mortgage deals through Uswitch's comparison platform.
• Land Registry/Registers of ScotlandcoreTechnology or IntegrationProperty price data provided by Land Registry and Registers of Scotland, underpinning the comprehensive UK property data available across Houseful platforms including Zoopla and Hometrack.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Hemnet: Nordic residential property portal serving Sweden and other Scandinavian markets. Comparable regional property portal peer with similar listing/advertising economics and consumer search/agent connection models.
• Domain Holdings Australia: Australian residential property portal with consumer lead generation, agent subscription and property data products. Comparable to Zoopla's portal-and-data combination within the Australian geography.
• Idealista: Leading property portal in Spain, Portugal, and Italy. Closest regional peer to Zoopla and PrimeLocation for cross-border consumer property search demand and listings/advertising models in continental Europe.
• Property Finder: Leading property portal across the Middle East and North Africa. Comparable regional portal peer in markets where PrimeLocation surfaces international listings, useful for understanding competitive dynamics in cross-border property search.

Direct peers

• REA Group: Asia-Pacific property portal operator behind realestate.com.au and PropTrack AVM/property data in Australia. Closest direct global peer combining consumer property portals with mortgage-facing AVM/property data services, similar in model to Houseful's three-unit structure.
• Rightmove: The UK's largest property portal with the leading share of consumer traffic and agent listings. Directly competes with Zoopla and PrimeLocation for consumer eyeballs, estate agent listings, and homebuilder marketing budgets across the UK residential market.
• CoreLogic: Global property data, analytics, and automated valuation model (AVM) provider serving mortgage lenders, investors, and real estate professionals. Closest international peer to Hometrack and Calcasa on AVM accuracy, lender SaaS, and property risk analytics.
• OnTheMarket: UK agent-backed property portal competing directly with Zoopla for estate agent listings and consumer property search demand in the UK residential market. Operates a similar portal/advertising-led model.

Broad incumbents

• CoStar Group: Global proptech incumbent operating real estate information platforms (CoStar, Apartments.com, LoopNet, Realtor.com through the Move acquisition). Overlaps with Houseful across portals, marketplace advertising, and property data/AVM but with a much broader commercial real estate footprint.
• ICE Mortgage Technology (Black Knight): US mortgage technology and analytics incumbent providing origination, servicing, and property data/analytics platforms. Direct overlap with Hometrack on mortgage AVMs, valuation, and lender risk management at much greater scale.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/housefulgroup

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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 Houseful