A growing number of lettings agents fear the rise of so-called Do It Yourself platforms like OpenRent.
That’s the view of software firm Alto, which singles out OpenRent as an example of a “competitive threat” to the mainstream lettings agency industry.
It says 34% of agents regard DIY platforms as a major threat, rising to 37% among sole trader agents.
In agencies with two to five branches, 33% view these platforms as a threat.
By contrast, larger firms consistently rank DIY platforms in the “not a threat” camp, suggesting greater confidence in their value proposition and scale.
Alto suggests that smaller agencies, with tighter margins and fewer resources, feel the pull of low-cost tech-led alternatives more acutely.
Meanwhile larger firms lean on established brands, integrated services and deeper customer relationships.
Agents who view these platforms as a threat cited price pressure, reduced margins, and the ease with which landlords can now list properties without traditional intermediaries.
Others polled in Alto’s research commented that DIY platforms may broaden the overall pie by engaging cost-sensitive segments who might otherwise delay or avoid using agents altogether.
An Alto spokesperson says: “From a consumer perspective, DIY platforms have appeal. They’re cheap, they’re fast, and they sidestep traditional fees.
“But the flip side is they offer less support, fewer compliance safeguards, and limited service depth – the things that matter to many landlords and sellers, especially in a complex market.”
Some analysts say OpenRent has become one of the UK’s largest lettings platforms, servicing hundreds of thousands of landlords.
You can see full details of the survey in
