Rightmove vs Jitty United Kingdom | GPPI Independent Comparison
Quick Verdict
Rightmove and Jitty are not competing for the same agents or the same budgets today — and that framing is key to understanding what this comparison actually means. Rightmove is a 24-year-old mandatory infrastructure platform: 77 million monthly users (company source data), £389.9M FY2024 revenue, an operating margin approaching 70%, and a FTSE 100 listing that a £6bn rejected REA Group takeover in 2024 externally validated. No UK agent can practically leave Rightmove without losing the majority of their buyer and renter inquiry volume. Jitty is a 2022-founded AI-first property search portal operating as Get Complete Ltd from London N1, backed by approximately £2.8M in a 2025 seed round led by REA Group — the same company that tried to acquire Rightmove. It uses natural-language LLM queries and computer vision to let buyers describe what they want in plain English, matching results through aesthetic and spatial signals that conventional filter-search cannot capture. Monthly users are not publicly disclosed; the platform is in a deliberate city-by-city rollout across Bath, London, and Bristol. Current monetisation is deferred: agents list for free. The question this comparison poses is not 'which portal should agents use in 2026?' — the answer to that is Rightmove, unambiguously, and Jitty is not yet an alternative. The relevant question is: 'does Jitty's AI search thesis represent a structural threat to how UK property search works, and should Rightmove be paying attention?' The evidence suggests Rightmove already is — its 5,000+ product releases in FY2024 include significant search and discovery improvements. The more strategic implication is REA Group's investment in Jitty: the Australian portal operator that publicly valued Rightmove at approximately £6bn and then pivoted to back the AI-first challenger is placing a bet that natural-language property search is where the next wave of consumer value is created. For buyers: try Jitty in covered cities for discovery; use Rightmove for completeness. For agents: list on Rightmove as your non-negotiable primary portal; list on Jitty for free while it builds momentum.
GPPI Pillar Scorecard
Side-by-side assessment across the four GPPI benchmark dimensions. GPPI scores are assessed from public signals. They are not derived from portal subscriptions or commercial relationships. Methodology: GPPI v2.1.
| Pillar | Rightmove | Jitty | Leader |
|---|---|---|---|
| Listing Quality | Rightmove: approximately 980,000 active listings with 4.8-star app rating, EPC integration, Homeviews neighbourhood reviews, and 99.99% uptime (FY2024); near-complete coverage of UK professionally marketed residential property; Homeviews adds a verified review quality layer. | Jitty: listing inventory sourced from agent feeds across early rollout cities (Bath, London, Bristol); AI enrichment — computer vision photo analysis, LLM-generated property context — potentially adds a quality layer not present in standard portal feeds; total listing count not publicly disclosed. | Rightmove |
| Discoverability | Rightmove: 77 million monthly users per company data; ranked number one in UK Real Estate category by Similarweb; direct-navigation dominance built over 24 years; 4.8-star app rating supporting strong app-store retention and repeat usage. | Jitty: monthly user figures not publicly disclosed; 250,000+ searches since launch referenced as a cumulative engagement metric; city-by-city rollout limits current addressable audience; early-stage SEO and app store presence building. | Rightmove |
| Market Experience | Rightmove: comprehensive consumer journey including saved searches, MyPlaces, Local Valuation Alert, mortgage calculator, Renovation Calculator, EPC data, Homeviews reviews, and Lead to Keys tenancy management; 5,000+ product releases in FY2024 reflecting sustained investment in journey breadth. | Jitty: AI natural-language search with intent-matching, roomscrolling collections-browse, pre-market buyer waitlist ('test the market'), and seller-to-agent matching — a distinctly differentiated discovery experience that addresses the specific problem of irrelevant search results; buyer journey completeness is narrower than Rightmove's but the core discovery experience is demonstrably differentiated. | Rightmove |
| Product Innovation | Rightmove: 5,000+ product releases in FY2024 on a 3.0 petabyte GKE data platform with Kafka and Elasticsearch; named products include Optimiser Edge, Local Valuation Alert, Discover, Renovation Calculator, EPC integration, Homeviews, and the full Rightmove Plus suite; significant investment in AI/ML for search relevance and personalisation. | Jitty: natural-language LLM search, computer vision photo matching, roomscrolling collections, and pre-market waitlist are all novel product concepts with no direct equivalent on UK incumbent portals; tech stack: Ruby on Rails with Hotwire (back-end), iOS and Android apps; Gradient Ventures (Google's AI fund) as an investor signals credibility of the AI approach. | Jitty |
Listing Quality
Rightmove leads decisively on listing volume, coverage completeness, and consumer trust. Jitty's AI enrichment represents a novel quality signal type — aesthetic and spatial matching — but the underlying inventory is a fraction of Rightmove's pool. Buyers need both completeness and quality; Rightmove provides the former at scale.
Discoverability
Rightmove leads by an extraordinary margin on discoverability. Its consumer audience is structural — built on direct navigation rather than paid acquisition — and not closeable through marketing spend alone. Jitty's discoverability is appropriate for its stage: building city-level liquidity before national expansion.
Market Experience
Rightmove leads on journey completeness — its product surface spans discovery through valuation, mortgage, and tenancy management. Jitty leads on the narrow dimension of discovery experience innovation: for a buyer who has struggled to articulate their preferences through conventional filters, Jitty's natural-language search is materially better. The Tie at discovery; Rightmove at journey completeness.
Product Innovation
Jitty leads on product innovation signal density relative to its stage. Natural-language property search, computer vision matching, and pre-market waitlists are genuinely new categories of product in the UK portal market. Rightmove's innovation is broader in scope and far larger in volume, but Jitty's innovations are more novel in type. This is the one pillar where the challenger's contribution deserves recognition above the incumbent's.
Strategic verdict: Rightmove vs Jitty in the UK
The strategic framing that matters for this comparison is not competitive overlap — there is minimal today — but what Jitty's existence and its investor roster reveal about the future of UK property search. Rightmove's dominance is built on two compounding advantages: network effects (more listings attract more consumers, more consumers attract more agents, more agents attract more listings) and consumer habit formation (UK buyers go to Rightmove the way they go to Google for search — by default, by reflex). Both advantages are structural and have been building for 24 years. Jitty's thesis is that the next wave of value in property search is not about reaching more consumers faster — it is about giving the consumers already searching a materially better experience. If a buyer can describe what they want in natural language and receive matched results through computer vision and LLM understanding, the number of irrelevant listings they scroll past drops, the time to finding a serious prospect shortens, and the probability of an offer increases. This is a measurably better outcome for buyers and, by extension, for agents. Whether that better outcome is sufficient to displace Rightmove's habit or to create a supplementary search layer that buyers use alongside Rightmove is the unresolved question. REA Group's strategic investment in Jitty — after failing to acquire Rightmove — is the most credible signal that experienced portal operators believe the AI-search layer is real and fundable. For agents in 2026, the guidance is clear: Rightmove is non-negotiable, and listing on Jitty for free while it builds coverage costs nothing. For the wider UK proptech market, Jitty is the most interesting product experiment in UK residential search since the portal model itself was established.
Where Rightmove has a structural edge
Rightmove's structural edge is most clearly expressed in three compounding advantages that Jitty cannot replicate in a near-term timeframe regardless of funding. First, consumer habit depth: a substantial share of UK property buyers and renters navigate directly to rightmove.co.uk without a search intermediary. This direct-navigation behaviour is the result of 24 years of being the first place consumers look — it is not acquired through advertising and it is not disrupted by a better product on another platform without years of sustained habit-change investment. Second, listing completeness: approximately 980,000 active listings across residential sale, lettings, new homes and commercial represent near-universal coverage of UK professionally marketed property. A buyer who searches only Jitty will miss listings from the many agents not yet on Jitty's rollout; a buyer on Rightmove misses nothing that is professionally marketed. Third, commercial validation: Rightmove's ARPA of approximately £1,524 per month in FY2024, paid by 5,706 member agencies, is a validated subscription model — agents pay because the inquiry volume Rightmove delivers justifies the cost. Jitty's commercial model is unvalidated by agent willingness to pay because it has not yet been charged for. Additionally, Rightmove's 5,000+ product releases in FY2024 demonstrate that the incumbent is not standing still: it is investing continuously in search relevance, personalisation, and consumer journey features. The Discover product and Local Valuation Alert are examples of Rightmove moving toward a more intent-driven search experience that partially closes the gap Jitty is building its product around.
Where Jitty changes the equation
Jitty's most important competitive contribution is not its current audience or its listing inventory — both are minimal — but its demonstration that natural-language AI search is possible, functional, and investor-validated in the UK property context. The natural-language query interface ('bright Victorian terrace with a garden near good schools, under 30 minutes to central London') combined with computer vision photo matching addresses a genuine consumer pain point: the disconnect between the subjective, qualitative nature of home preference and the categorical, quantitative nature of conventional portal filters. No UK incumbent portal currently offers a production-grade equivalent. The roomscrolling collections-browse is a second genuine innovation: it mirrors the social-feed browsing behaviour that Gen Z and younger millennial buyers are habituated to, replacing the search-results-list with a visual discovery experience. The pre-market buyer waitlist — allowing buyers to register interest in a street or neighbourhood before listings go live — creates a demand-signal layer for sellers and agents that does not exist on any UK incumbent portal in the same named-feature form. The REA Group investment is the third dimension in which Jitty changes the equation: it signals that the world's most successful portal operator (realestate.com.au is the dominant portal in Australia, operating at margins comparable to Rightmove) believes the AI-search thesis is fundable and that the UK is the right market to back it. REA's operational knowledge of portal market dynamics — how consumer habit shifts, how agent relationships are built, how data quality compounds over time — is a strategic asset that comes with the investment beyond the capital itself.
When to choose Rightmove, when to choose Jitty, and when to use both
For UK estate and letting agents, the decision framework is simple in 2026: Rightmove is the mandatory primary portal. Not listing on Rightmove is not a viable option for any professional UK agent seeking to reach the majority of active buyers and renters. The inquiry volume Rightmove generates cannot be replicated elsewhere, and the subscription cost — approximately £1,524 per month — is justified by the returns for virtually every agency. Jitty should be considered as a free supplementary listing channel for agents in its covered cities (Bath, London, Bristol and expanding). The cost is zero; the incremental effort is minimal if Jitty can receive listings via CRM feed. The potential benefit — early positioning on the AI-first platform that REA Group considers worth investing in — is asymmetric: low cost, meaningful upside if Jitty's consumer build delivers. For buyers, the practical recommendation is different: use Rightmove as the primary search tool for completeness — its approximately 980,000 active listings ensure no property is missed. Use Jitty in covered cities as a discovery layer for the qualitative dimensions of search that Rightmove's filter model cannot capture. A buyer who has browsed Rightmove exhaustively and not found the right property may find that Jitty's natural-language description surfaces matches that conventional filters missed. The two portals are complementary rather than competitive for buyers in 2026. The metric that will determine whether Jitty earns a mandatory role eventually — as opposed to an interesting supplementary one — is whether its AI search experience demonstrably shortens time-to-offer for buyers who use it, which would create the agent ROI signal needed to justify a future subscription.
GPPI pillar implications for Rightmove vs Jitty
The GPPI pillar scorecard for Rightmove versus Jitty is unusual in this comparison set: Rightmove leads in listing quality, discoverability, and market experience completeness; Jitty leads in product innovation signal density. The listing quality and discoverability leads are expected given the stage differential — a 24-year-old mandatory platform with 980,000 listings and 77 million monthly users will lead a 2022-founded city-rollout challenger on these dimensions. The more analytically interesting results are in market experience and product innovation. On market experience, Rightmove leads on journey completeness — it spans discovery, valuation, mortgage, EPC, and tenancy management — while Jitty leads on the specific dimension of discovery quality innovation. The GPPI assessment scores Rightmove as the leader on the pillar overall given the breadth difference, but the discovery sub-dimension is a genuine Jitty advantage. On product innovation, Jitty leads: natural-language LLM search, computer vision photo matching, roomscrolling, and pre-market waitlists are four genuinely novel product categories in the UK portal market, none of which Rightmove currently offers in production-equivalent form. Rightmove's 5,000+ releases are a higher volume of innovation, but Jitty's innovations are more novel in type. The practical implication for agents: evaluate Jitty as the most interesting product experiment in UK portal history since the portals themselves launched, and position your agency on it for free while the experiment plays out.
Who Leads Where
Independent GPPI dimension-by-dimension assessment. Methodology: GPPI Methodology
Consumer audience scale
Rightmove's 77 million monthly users (company data) versus Jitty's undisclosed but early-stage user base (250,000+ cumulative searches referenced) represents a structural gap of several orders of magnitude. Rightmove's audience is not primarily acquired through advertising — it reflects 24 years of consumer habit formation and direct-navigation dominance.
Search experience innovation
Jitty's natural-language LLM search ('describe what you want in plain English'), computer vision photo matching, and roomscrolling collections-browse are genuine UX innovations with no direct equivalent on Rightmove's current production platform. Rightmove's search remains filter-first; Jitty's is intent-first. This is the dimension where the challenger genuinely leads today.
Listing completeness
Rightmove's approximately 980,000 active listings represent near-complete coverage of UK professionally marketed residential stock. Jitty's listing inventory is limited to the agent coverage it has built city by city and does not yet approach national completeness. A buyer using only Jitty will miss the large majority of UK properties currently on the market.
Agent commercial model and subscription value
Rightmove generates approximately £1,524 ARPA per month from 5,706 member agencies (FY2024 data), reflecting a commercially validated subscription model built on demonstrable inquiry volume. Jitty is currently pre-revenue with a free-for-agents model; its future commercial model is not yet in production and has not been validated by agent willingness to pay.
Strategic investor backing and long-term optionality
Jitty's 2025 seed round was led by REA Group — the company that publicly valued Rightmove at approximately £6bn and attempted to acquire it. REA also backed the round with Gradient Ventures (Google's AI fund), Goodwater Capital, and True Ventures. The investor roster signals that major property portal operators believe AI-first search is the next frontier — and are willing to fund the challenger rather than wait for Rightmove to build it.
Revenue and commercial stability
Rightmove reported £389.9M in FY2024 revenue at a ~70% underlying operating margin. Jitty's revenue is not publicly disclosed and is likely pre-revenue or minimal at this stage, with total funding of approximately £4.8M across pre-seed and seed rounds. The commercial asymmetry is not a criticism of Jitty — it reflects the stage differential.
Frequently Asked Questions
- Is Jitty a real alternative to Rightmove for UK property search in 2026?
- Not yet as a replacement, but increasingly credible as a complementary discovery layer. Rightmove's approximately 980,000 active listings and 77 million monthly users make it the non-negotiable primary portal for UK buyers seeking complete coverage. Jitty, founded in 2022 and in a staged city rollout (Bath, London, Bristol), has a smaller inventory and undisclosed monthly user base. The correct use case for buyers in 2026 is Rightmove for completeness, Jitty for AI-powered discovery of properties that conventional filter-search misses. For agents, listing on Jitty is free and asymmetric in risk: zero cost, potential early-mover advantage.
- Why did REA Group invest in Jitty after trying to buy Rightmove?
- REA Group — the majority-owner of realestate.com.au and the company that made a series of takeover approaches for Rightmove in 2024 (ultimately rejected at implied valuations approaching £6bn) — led Jitty's £2.8M seed round in 2025. The investment reflects a strategic calculation: if acquiring Rightmove's incumbent position is too expensive or impossible, backing the AI-first challenger that could reshape how UK property search works is the alternative route into the UK market. REA's operational knowledge of how portal consumer habits shift and how agent relationships are built — developed over decades in Australia — is as valuable to Jitty as the capital itself.
- What is Jitty's AI search and how is it different from Rightmove's search?
- Rightmove's search is filter-first: buyers specify bedrooms, price range, postcode, and property type in categorical terms. Jitty's search is intent-first: buyers describe what they want in natural language ('bright Victorian terrace with a garden near good schools, 30 minutes to central London') and a large language model (LLM) interprets the description to surface matched results. Jitty also uses computer vision to analyse property photographs for aesthetic and spatial signals (light quality, room character, materials) and match them to stated buyer preferences. This addresses the gap between how buyers think about homes — subjectively, qualitatively — and how conventional portals require them to express their preferences.
- Should estate agents list on Jitty as well as Rightmove?
- Yes, if your agency is in a covered city (Bath, London, Bristol and expanding) — listing on Jitty is currently free, so the cost-benefit is asymmetric. Rightmove remains the non-negotiable primary portal for inquiry volume. Jitty's AI-first positioning and its investor roster (REA Group, Gradient Ventures, Goodwater) suggest it has a credible long-term trajectory. Early listing positioning on a platform that could reshape UK property search is low-risk at zero cost. Agents should set up a Jitty listing feed and monitor lead quality as the platform's consumer build matures.
- Can Jitty realistically challenge Rightmove's position in the UK market?
- Not in the short term. Rightmove's 24-year consumer habit formation, 77 million monthly users, and near-mandatory agent status represent a structural position that marketing spend and product innovation alone cannot displace in a 2–3 year window. The more plausible scenario is that Jitty establishes itself as the leading AI discovery layer in UK property search — used alongside Rightmove rather than instead of it — before potentially building the consumer habit and listing completeness needed to become a primary portal over a longer horizon. The precedent in other markets (REA's PropTrack in Australia, CoStar's US commercial portals) shows that well-capitalised challengers can build meaningful positions, but not overnight.