Leveraging CoStar’s balance sheet for aggressive, sustained marketing spend.

Cross-selling CoStar’s Commercial Real Estate (CRE) and SaaS data products.

Geographic/vertical expansion leveraging the parent company's global footprint.

Deeper integration of property data analytics (using CoStar assets) for agents.

CoStar's immense financial and data-asset moat (post-acquisition).

GPPI Portal Profile · 2025

OntheMarket plc

Agent-friendly, lower-cost alternative to the duopoly, offering consumers unique 'Early Bird' access to new listings.

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Last updated: 2026-01-09Confidence:HighSources:GPPI researchPublic informationPublic filings

Analysis byCoraly Research Team·Editorial Team

Informational profile summary based on GPPI research and public information. Not legal, financial, or investment advice.

GPPI Summary

OntheMarket is a UK residential property portal founded in 2013 as an agent-funded cooperative, acquired by CoStar Group in February 2024. It serves buyers, renters, and sellers across England, Scotland, Wales, and Northern Ireland. Its 'Early Bird' programme — 24-hour exclusive access to new listings before Rightmove and Zoopla — remains its most distinctive consumer differentiator. CoStar's ownership raises questions about its future positioning relative to the UK duopoly, but agent relationships remain more positive than towards Rightmove. GPPI assesses OntheMarket with High confidence based on public disclosures.

Compare with a rival portal:OntheMarket plc vs rentaroof →

Key takeaways

1.Positioning: Agent-friendly, lower-cost alternative to the duopoly, offering consumers unique 'Early Bird' access to new listings.
2.Marketplace model: B2B2C Vertical Search & Lead Generation Marketplace (Hybrid).
3.Monetization: Agent Subscriptions (Core), Premium Listings/Advertising, Value-Added Services (VAS/SaaS).
4.Product emphasis: Property Search (Sale/Rent, Residential/Commercial), Agent Finder, 'Early Bird' Listing Access (24-hour exclusivity) (+2 more).
5.GPPI lens: assessed across Listing Quality, Discoverability, Market Experience, and Product Innovation (full index access for verified operators).

GPPI Answer Box: OntheMarket plc

A quick reference.

-Geographies served: United Kingdom (England, Scotland, Wales, Northern Ireland).
-Marketplace model: B2B2C Vertical Search & Lead Generation Marketplace (Hybrid).
-Primary monetization: Agent Subscriptions (Core), Premium Listings/Advertising (+1 more).
-Product emphasis: Property Search (Sale/Rent, Residential/Commercial), Agent Finder, 'Early Bird' Listing Access (24-hour exclusivity) (+2 more).
-GPPI lens: Listing Quality · Discoverability · Market Experience · Product Innovation.

At a glance

Domain

onthemarket.com

Headquarters

London, United Kingdom

Founded

2013

Core market

United Kingdom (England, Scotland, Wales, Northern Ireland)

Geographies served

United Kingdom (England, Scotland, Wales, Northern Ireland)

Marketplace type

B2B2C Vertical Search & Lead Generation Marketplace (Hybrid)

Monetization

Agent Subscriptions (Core), Premium Listings/Advertising (+1 more)

Ownership

Wholly-owned subsidiary of CoStar Group, Inc. (NASDAQ: CSGP) post-February 2024 acquisition.

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Overview

Business model

Monetization signals

1.Revenue stream: Agent Subscriptions (Core)
2.Revenue stream: Premium Listings/Advertising
3.Revenue stream: Value-Added Services (VAS/SaaS)
4.Pricing model: Subscription-based B2B (Historically lower-cost challenger model, shifting towards value-based pricing under CoStar)

Product and technology

Product signals

1.Property Search (Sale/Rent, Residential/Commercial)
2.Agent Finder
3.'Early Bird' Listing Access (24-hour exclusivity)
4.Property Valuation Tool
5.Integrated Agent SaaS Tools (CRM/Lettings)
6.AI / ML usage (publicly described): Limited public disclosure on AI/ML. Expected to increase substantially post-CoStar integration for data analytics and search quality..

2025–2026 Strategic Position

FAQ

What is GPPI?

The Global Property Portal Index (GPPI) is an independent research framework that tracks how real-estate marketplaces evolve across Listing Quality, Discoverability, Market Experience, and Product Innovation.

What does this portal profile include?

This page is a public GPPI portal profile snapshot: an overview of the portal’s positioning, marketplace model, product signals, and monetization approach. It is designed for clarity and comparability, not as a financial or investment recommendation.

How do portal operators update or correct the profile?

If you represent this portal, you can claim the profile to submit verified updates (ownership, markets served, product capabilities, and trust/compliance practices).

Do you publish raw GPPI index scores?

GPPI does not publish raw underlying scoring inputs on the public site. Where available, deeper index views are shared with verified operators and partners.

Data note and citation

This GPPI portal profile is an analytic summary prepared from GPPI research inputs and public information. Some details can evolve over time.

-If you cite GPPI, reference the portal name, market, and the snapshot date shown on this page.
-We do not publish raw underlying scoring inputs on the public site.
-To submit corrections or verify details, use the claim/update link below.