Homemove has acquired long-standing property website Home.co.uk in a transaction announced on November 4, 2025. The fast-growing proptech platform says the move will inject new competition into the United Kingdom’s portal landscape. The combined business is positioning itself around free listings, smarter search, and a product-led experience for agents and movers.
Deal Overview
The purchase price was not disclosed by the parties. Homemove framed the acquisition as the next step in its plan to simplify home moving through data and technology. The company pointed to a growth round of 5 million dollars earlier in 2025 as evidence of investor support for that strategy.
Strategic Rationale
Home.co.uk brings a trusted brand and a deep data heritage, having launched in 1995 as one of the country’s first independent search and analytics sites. Homemove contributes a customer-first mindset, a modern technology stack, and an integrated services marketplace that spans the full moving journey. Management believes this pairing will create a listings destination that competes on product performance rather than paid prominence.
Free-to-List Commitment
A central pillar of the plan is to keep Home.co.uk free for estate agents to list properties. Homemove argues that access to buyers should not be restricted by paywalls and that agents should win on listing quality and service. The company says it is replacing pay-to-play dynamics with tools that generate better quality leads and measurable outcomes.
Agent Offering and Monetization
Under Homemove’s ownership, agents will see enhanced listings and richer analytics, supported by AI-led features that track engagement and automate client follow up. The platform will also offer new revenue opportunities through Homemove’s connected services, which cover steps from selling and buying to moving and settling in. Continuous product improvements are slated throughout 2025 and beyond, with an emphasis on transparent performance metrics.
Product and Technology Roadmap
The relaunch of Home.co.uk centers on smarter search, data-led insights, and an improved user experience for both consumers and professionals. Homemove plans to integrate Home.co.uk fully into its ecosystem, aligning property discovery with services that reduce friction across the moving process. The company says its AI-powered platform will surface relevant listings, provide market context, and streamline actions that traditionally required multiple providers.
Leadership Commentary
James Freestone, co-founder and chief executive of Homemove, criticized portals that prioritize profit extraction over product value. He said Homemove aims to rebuild fairness and innovation while keeping listings free, arguing that market access should remain open. Freestone framed the strategy as building the most product-led listings destination in the United Kingdom.
Founders’ Perspective
Home.co.uk founder Ben Horton said the site has always championed independence and informed decision making. He believes Homemove’s energy and product focus will advance that mission by giving agents and movers richer insight. Horton emphasized that the brand will retain its name and reputation while benefiting from continuous upgrades.
Market Context
United Kingdom property portals remain essential gateways for discovery, pricing signals, and lead generation. Industry criticism has grown around rising fees and the tension between advertising revenue and product innovation. Homemove is betting that free access and measurable performance can reset expectations for how portals deliver value.
Company Backgrounds
Homemove was founded in 2022 by two homeowners who wanted to simplify the complexity of moving. The business now supports thousands of users each month across a single, AI-powered platform that coordinates the end-to-end journey. Home.co.uk, launched in 1995, is known for independent analysis, comprehensive listings, and market data that has informed agents and consumers for decades.
With the acquisition, Homemove is aligning a modern product engine with one of the sector’s original data brands. The company is promising free listings, deeper analytics, and AI-driven engagement tools to shift competition toward outcomes. If execution matches ambition, the relaunch of Home.co.uk could pressure incumbents to compete on product quality and measurable results.