AI-First MyPorta Launches in UK with More Properties than Rightmove

MyPorta has launched in the UK, with 182,000 more properties on its search platform than the leading portal, Rightmove.

The platform has launched as a free-to-list option for agents and letting agents, and says it will never charge a listing fee. MyPorta also offers agents a direct route into AI, providing consumers with built-in virtual staging, richer property pages with dynamic content hierarchy, and deeper matching.

MyPorta is built on two core pillars at its core—combining an LLM's ability to interpret meaning and Google's ability to find pages. The result is a platform that indexes property across the public web, lets people describe what they want in plain language, and returns full listings to browse, compare and save.

MyPorta indexes available properties advertised on estate agent and letting agent public websites, and attributes each listing to its respective agency. Agents can choose to upload their listings to MyPorta directly to give it more open access to the platform's AI capabilities. Agents who do not upload their listings to MyPorta will continue to receive free traffic to their website as they would if their property was discovered from Google or ChatGPT.

MyPorta will rank properties based on a person's preferences, not paid advertising spots. Every search result will be graded from 1-100, with 1 being a totally unsuitable property and 100 being a perfect match based on the search parameters.

Mal McCallion, CEO at MyPorta, said:

"People do not care which database their dream home sits in. They care whether they can find it. The reason agents were told they could never leave the old portal model was inventory. That argument has just disappeared.

"The breakthrough is not putting a chat box on top of the same catalogue like the old, paid-for portals have tried to do. It is giving the AI a bigger market to search, and giving people a proper way to brose everything it finds. On an old-style portal, the first property you see can be there because somebody paid to put it there. On MyPorta, the homes rise because they fit what users told us matters.

"The next national platform is making those buisinesses more visible, more capable and better rewarded, and we're never going to send [agents] a bill."

According to a press release, MyPorta shows 27% more available properties than Rightmove, including 10% more in England (excluding London), nearly twice as many London-based properties, and more than twice as many properties in Scotland.