Gradual
Gradual is a Madrid-based rent-to-own real estate platform, backed by Grupo Pryconsa, that helps first-time buyers unable to qualify for traditional mortgages purchase homes with a 5% deposit, 30% rent credits, and a fixed future price over 3-7 years.
- Company typePrivate
- Founded2020
- HeadquartersMadrid, Spain
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Gradual does
Gradual, operating legally as Rento Tecnología de Alquiler S.L.U., is a Madrid-based rent-to-own real estate platform founded in 2020 as a subsidiary of Spanish property developer Grupo Pryconsa (59+ years of operating history, 70,000+ homes delivered). The company addresses first-time homebuyers and individuals who lack the 20%+ down payment typically required by Spanish banks or who cannot qualify for a traditional mortgage due to employment circumstances. Gradual purchases a property on behalf of the customer, enables the customer to move in with a 5% entry deposit (as low as €7,500), and charges market-rate monthly rent of which 30% is credited toward a future purchase price that is fixed at contract signing with an annual CPI-linked revaluation. Customers have 3-7 years to exercise the purchase option, with the company providing mortgage advisory at the conversion point. The model is complemented by a Flexibility Guarantee that allows recovery of up to 50% of the initial deposit in exceptional circumstances such as job relocation, unemployment, or incapacity after the first three years.
Gradual operates a sales-led go-to-market with personalized advisory support, supplemented by the #GradualHomes collaborative agency partner program featuring brokerages such as Remax, House&Credit, Miscasa, Kronox, Vendiendo Madrid, and Valore that refer clients unable to secure traditional mortgages. Property values targeted range from €130,000 to €400,000 with average monthly rent around €1,100 and average annual customer savings of €3,900+. The company is active in four Spanish cities (Madrid, Málaga, Valencia, Alicante), has signed 65+ homes, and has deployed €16M+ in property acquisitions backed by approximately €20M in institutional investor funding raised in 2022. Revenue mechanics combine recurring monthly rent payments (with 30% credited toward future purchase) and transactional capital gains realized on each property at the point the customer exercises the purchase option, since Gradual acquires at market and sells at a pre-agreed price that appreciates annually.
Gradual firmographics
Firmographics- Name
- Gradual
- Legal name
- Rento Tecnología de Alquiler S.L.U.
- Website
- https://gradualhomes.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gradual is a Madrid-based rent-to-own real estate platform, backed by Grupo Pryconsa, that helps first-time buyers unable to qualify for traditional mortgages purchase homes with a 5% deposit, 30% rent credits, and a fixed future price over 3-7 years.
- Ownership category
- akta.pro rank
Gradual industry classification
Industry- Product category
- Rent-to-Own Housing
- NAICS
- Lessors of Real Estate (5311), Consumer Goods Rental (5322)
- SIC
- Finance Lessors (6172), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Rent-to-Own (RTO) Consumer Leasing (FSAKANAE)
- akta.pro secondary industry
- Rent-to-Own / Lease-to-Own Short-Term Credit (FSAKAMAK)
Keywords
Where Gradual is headquartered
LocationHeadquarters
- HQ city
- Madrid
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Gradual business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Rent Payments with Equity Credits: Gradual earns revenue through monthly rent payments from tenants. A portion (30%) of each rent payment is credited toward the future purchase of the property, while the remainder covers the cost of the rent period.
- Property Appreciation / Capital Gains on Resale: Gradual purchases properties and resells them to tenants at a pre-agreed price that includes an annual revaluation. The difference between purchase price and sale price generates capital gains.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Monthly | 5% Entry Deposit + Monthly Rent with 30% Equity Credit |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Gradual product offering
Product offeringCore offering
Gradual operates a rent-to-own real estate service (Alquiler con Opción a Compra) under which the company purchases residential properties on behalf of customers, allowing them to move in with only a 5% entry deposit. Customers pay market-rate monthly rent over a 3- to 7-year period, with 30% of each rent payment credited toward a fixed future purchase price set at contract signing. The service targets first-time homebuyers who cannot afford the 20%+ down payment required by traditional Spanish mortgages, and includes an exclusive Flexibility Guarantee that enables recovery of up to 50% of the deposit in exceptional life circumstances.
Product overview
Gradual Homes operates as a single unified rent-to-own platform offering the 'Alquiler con Opción a Compra' (rent-to-own) service. The core product enables customers to choose any property on the market, contribute just 5% down payment, and rent with 30% of rent credited toward future purchase over 3-7 years. The platform is complemented by the Garantía de Flexibilidad add-on for deposit recovery in exceptional circumstances, and Mortgage Advisory services to help customers secure financing when exercising their purchase option. All services are backed by Grupo Pryconsa's 60+ years of real estate expertise.
Differentiator
Problem solved
Functional benefit
Products and services
- Gradual Homes (Alquiler con Opción a Compra) Rent-to-own residential real estate service for first-time homebuyers who cannot afford traditional mortgage down payments. The customer selects a property, Gradual purchases it on their behalf, the customer moves in with only a 5% deposit, pays monthly market rent (with 30% credited toward the future purchase price), and has 3-7 years to exercise the option to purchase at the pre-agreed fixed price.
Quantifiable outcome
- 65+ homes signed with customers already living in their future homes
- +3 more outcomes
Companies that use Gradual
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
Gradual technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Gradual partnerships and signals
Strategic signalScale indicators8 records
Recent moves9 records
Expansion highlights6 records
Gradual competitors and assessment
Company assessmentDirect peers
- Divvy Homes: US rent-to-own residential platform where customers rent with an option to purchase and build equity through monthly payments. Operates a near-identical business model to Gradual, scaled to the US single-family market.
- Acre: UK-based rent-to-own platform for first-time buyers. Customers pay a deposit and rent a property with an option to purchase, accumulating equity through monthly payments - directly analogous to Gradual's Spanish model in mechanics and target customer.
- Home Partners: US rent-to-own platform (acquired by Pretium Partners in 2021) that pioneered the lease-purchase single-family model Gradual replicates. Directly comparable in product, customer, and capital-deployment structure; serves as a relevant US proxy for the Spanish opportunity.
- Wayhome: UK rent-to-own platform enabling first-time buyers to move in with a partial deposit and pay rent with a portion credited toward eventual purchase. Closely mirrors Gradual's hybrid deposit-plus-rent-credit structure for the same first-time-buyer segment.
Others
- Roofstock: US single-family rental investment marketplace enabling investors to buy tenant-occupied rental homes. Operates in the adjacent single-family rental market but serves investors rather than owner-occupiers, with a different unit economics profile.
- Knock: US home trade-in platform enabling homeowners to buy a new home before selling their existing one. Different mechanism but addresses adjacent first-time-buyer and move-up-buyer friction points similar to those Gradual targets via rent-to-own.
Emerging players
- Housers: Spanish real estate crowdfunding platform enabling retail investors to co-invest in property transactions. Adjacent Spanish proptech model serving different participants (investors vs. end-buyers) but operates in the same Spanish residential real estate transaction layer.
Broad incumbents
- Idealista: Spain's leading residential real estate marketplace with broad listings, agent tools, and mortgage advertising. Overlaps with Gradual at the property-discovery stage of the funnel and represents an indirect incumbent in the Spanish property transaction ecosystem.
- Yaencontre: Spanish real estate search and listings platform with property listings, agency tools, and consumer mortgage content. Adjacent incumbent that touches Gradual's customer journey during property discovery and mortgage decisioning.
- Tricon Residential: US single-family rental operator (acquired by Blackstone in 2024) with a large portfolio of rental homes. Adjacent institutional incumbent in single-family rental; while landlord-operated rather than rent-to-own, it competes for capital and tenants in the same US residential rental asset class.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Gradual social profiles
Digital presenceGradual financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gradual leadership team
Management profileNumber of profiles
Profiles1 record
Gradual funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gradual M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gradual
What does Gradual do?
Gradual operates a rent-to-own real estate service (Alquiler con Opción a Compra) under which the company purchases residential properties on behalf of customers, allowing them to move in with only a 5% entry deposit. Customers pay market-rate monthly rent over a 3- to 7-year period, with 30% of each rent payment credited toward a fixed future purchase price set at contract signing. The service targets first-time homebuyers who cannot afford the 20%+ down payment required by traditional Spanish mortgages, and includes an exclusive Flexibility Guarantee that enables recovery of up to 50% of the deposit in exceptional life circumstances.
Is Gradual a public or private company?
Gradual is a private company. It is classified as corporate owned and is currently operating.
When was Gradual founded?
Gradual was founded in 2020. It employs 1 to 10 people.
Where is Gradual based?
Gradual is headquartered in Madrid, Spain, in the Europe region.
How does Gradual make money?
Two revenue lines are on record. Rent Payments with Equity Credits are the primary driver. The others are property Appreciation / Capital Gains on Resale.
Who are Gradual's main competitors?
Direct peers on record are Divvy Homes, Acre, Home Partners and Wayhome. Others are Roofstock and Knock. Housers is listed as an emerging player. Broad incumbents are Idealista, Yaencontre and Tricon Residential.
Does Gradual have an API?
No public API is recorded for Gradual.
What industry is Gradual in?
Gradual's product category is Rent-to-Own Housing. Its primary akta.pro industry code is FSAKANAE, Rent-to-Own (RTO) Consumer Leasing, with a secondary code of FSAKAMAK, Rent-to-Own / Lease-to-Own Short-Term Credit. Its NAICS code is 5311 and its SIC code is 6172.