AI-powered PropTech platform Homemove has acquired the long-established property website Home for an undisclosed sum.

Homemove claims the move will inject fresh competition and innovation into the UK property portal market.

Over its 30 year existence Home has been a free to list site for agents, using its data to provide authoritative market analysis.

Homemove says the site will remain free to list on under its new ownership but will also offer agents “better leads, richer analytics, and automated client engagement tools.”

Homemove chief executive James Freestone says: “Portals have become profit engines instead of product companies. We’re bringing innovation and fairness back to the market as we look to build the most product-led listings destination in the UK. 

“It will always be free to list on Home – access to the market should not be paywalled.”

A statement from the new owner continues: “Home will retain its trusted name and reputation while gaining continuous improvements, increased data-led property insights, improved customer experience, AI-led tools and full integration with Homemove’s connected moving ecosystem.”