Homemove’s acquisition signals a new model for value creation in UK proptech

How AI is used to assess the quality and condition of homes

Hello Rainmakers,

When Derby-based proptech platform Homemove acquired Home.co.uk, one of the UK’s longest-running property websites, the deal marked more than a change of ownership. It signalled a strategic bet on how value in the property portal market will be created in the next decade, and where that value will ultimately accrue, as Sam Metcalf discovers.

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The acquisition follows Homemove’s £3.8m growth funding round earlier this year and brings together a fast-scaling, transaction-focused platform with a brand that has quietly accumulated three decades of property market data and consumer trust. For corporate finance observers, the deal offers a case study in acquiring under-leveraged assets and repositioning them within a fundamentally different commercial model.

James Freestone, co-founder and chief executive of Homemove, describes the acquisition as an accelerant rather than a reinvention.

“Derby is where Homemove’s operations heartbeat lies, and we’re proud to grow a national brand from a regional base,” he said. “Acquiring Home.co.uk supercharges what we’re building: a simpler, smarter, more connected moving experience for everyone.”

Founded in the early days of the internet, Home.co.uk has long been recognised for its independent market data and analysis. While newer portals focused on scale and advertising revenues, Home.co.uk built credibility through longitudinal pricing insights and an audience that returned for information rather than transactions. That heritage now sits at the core of Homemove’s strategy.

Rather than replacing the platform, Homemove is integrating it into a broader ecosystem designed to remove friction from the moving process. The first changes will be visible to consumers. Property search moves beyond passive browsing to become an active, guided journey, allowing users to book viewings, communicate with agents, store documentation and track every stage of a move in one place.