Rightmove’s long-standing dominance of the UK property portal market is facing a potential challenge from artificial intelligence according to Trevor Abrahmsohn of Glentree International.
In his latest market commentary Abrahmsohn (main picture, inset) argues that while rival portals have historically been seen as the main competitive threat, the more significant disruption may come from AI-powered search tools that change how buyers find homes.
Rightmove has built a multi-billion-pound business model on subscription fees paid by estate agents, benefiting from strong network effects in which buyers and agents are drawn to the same platform.
The portal has consistently delivered high operating margins and maintained its market-leading position for more than two decades.
TRADITIONAL PORTALS VULNERABLE
However, Abrahmsohn suggests that the traditional portal model – built around scrolling through listings – may be vulnerable as AI tools evolve.
“For years, Rightmove plc has been the undisputed heavyweight of the UK property market – a digital Goliath built on the backs (and budgets) of estate agents,” he says.
“The real threat isn’t another portal – it’s AI.”
He argues that AI-driven platforms can search across multiple sources simultaneously and provide tailored results based on detailed criteria, alongside valuations, neighbourhood data and price insights.
“Portals were built for scrolling. AI is built for solving,” he says.
Abrahmsohn also points to what he describes as a dated user experience and rising competition from proptech start-ups offering more advanced search capabilities.
“If buyers start their search with an AI assistant instead of a portal homepage, Rightmove risks losing its prized position as the starting gate,” he adds.
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