Jitty is an early-stage UK AI-first property search portal founded in 2022 by Graham Paterson, Daniel Cooper, and James Storer, operating as Get Complete Ltd (trading as Jitty). The platform uses natural-language search, computer vision, and LLM technology to enable buyers to describe what they want — combining conventional filters with free-text queries — and surfaces matching properties from agent feeds. Jitty raised approximately £2.8M in a 2025 seed round led by REA Group (the Australian portal operator that also attempted a £6bn Rightmove acquisition in 2024), with Goodwater Capital, Gradient Ventures, and True Ventures co-investing. Public reporting references 250,000+ searches since launch as an engagement engagement metric; monthly users are not publicly disclosed. Current monetisation is deferred — agents list for free.
- 1.Positioning: UK AI-first property search challenger — combines conventional filters with natural-language search and computer vision to improve property discovery for buyers; staged city-by-city rollout beginning with Bath, London, and Bristol
- 2.Marketplace model: B2C discovery portal aggregating agent listing feeds; current monetisation deferred (free for agents); future model expected to be agent subscriptions, seller-lead referral, and transaction-adjacent revenue
- 3.Monetization: Currently pre-revenue or minimal — agents list for free; future revenue from agent premium tools, seller-to-agent lead referral, and transaction-adjacent commissions (inferred from product direction)
- 4.Product emphasis: AI natural-language search ('describe what you want'), computer vision property matching, collections-based browsing ('roomscrolling'), pre-market buyer waitlists, seller-to-agent matching
A quick reference.
- -Geographies served: United Kingdom (staged city rollout — Bath, London, Bristol and expanding)
- -Marketplace model: AI-first B2C property discovery portal aggregating agent listing feeds; early-stage pre-revenue challenger
- -Primary monetization: Deferred — currently free for agents; future model: agent subscriptions, seller-lead referral, transaction adjacencies
- -Product emphasis: Natural-language AI search, computer vision photo matching, roomscrolling collections, pre-market buyer waitlists, seller-to-agent matching
- -GPPI lens: Listing Quality · Discoverability · Market Experience · Product Innovation.
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Jitty is a UK AI-first property search portal founded in 2022 by Graham Paterson (CEO), Daniel Cooper (CTO), and James Storer (CPO/design leadership), operating as Get Complete Ltd and trading as Jitty from its London N1 base. The portal is built on the thesis that conventional UK property search — filter-by-bedroom, filter-by-price — fails to capture the nuanced, subjective quality buyers care about when choosing a home: light, layout, neighbourhood feel, commute geometry, and the visual character of individual rooms. Jitty's response is to combine conventional search filters with a natural-language free-text query input ('describe what you want') powered by LLMs, alongside a computer vision layer that matches property photographs to buyer-stated aesthetic preferences. The platform rolls out city by city — Bath, London, and Bristol are public launch markets — to build local listing liquidity before expanding nationally. Public reporting references 250,000+ searches since launch as a cumulative engagement metric; monthly active users and monthly sessions are not publicly disclosed.
Jitty's fundraising history illustrates both its AI-first positioning and the strategic interest of established portal operators in the UK proptech challenger space. A pre-seed round in 2023 of approximately $2M was led by Gradient Ventures, Google's AI-focused venture fund, alongside True Ventures and angels — a signal that Jitty's AI search thesis attracted top-tier venture capital from the outset. The 2025 seed round of approximately £2.8M (circa $3.8M) was led by REA Group — the Australian portal operator that majority-owns realestate.com.au and made a series of takeover approaches for Rightmove in 2024 (ultimately rejected). REA Group's investment in Jitty represents a strategic bet on the UK AI proptech challenger space: whether REA sees Jitty as a future distribution option, a technology capability play, or a hedge against Rightmove's independence is not publicly stated. Goodwater Capital, Gradient Ventures, True Ventures, and angels co-invested in the seed round. Jitty's current monetisation model is deliberately deferred: the portal invites agents to list for free, prioritising inventory completeness and buyer experience over near-term revenue.
The competitive context for Jitty is defined by the structural advantages of UK portal incumbents. Rightmove and Zoopla — with 77 million and approximately 24 million monthly users respectively — have decades of consumer habit formation, direct-navigation dominance, and near-complete UK listing inventory behind their brands. Jitty's challenge is not to replicate this audience immediately but to prove that its AI-enhanced search experience generates measurably better buyer outcomes — reduced irrelevant listings viewed, higher offer rate per search session, or faster time-to-offer — that agents will eventually pay for. The city-by-city rollout strategy builds concentrated local liquidity rather than broad-but-thin national coverage, a deliberate trade-off consistent with marketplace network effect theory. The risk is that incumbents (Rightmove, Zoopla, and OntheMarket) replicate the natural-language search UX before Jitty establishes the consumer habit and agent relationships needed to sustain a standalone portal position.
Jitty's current commercial model is deliberately pre-revenue: agents are invited to list properties for free to maximise inventory completeness and search quality. The future revenue model is not publicly confirmed, but the product architecture suggests agent subscription/premium tools, seller-to-agent lead referral, and transaction-adjacent revenue as the most likely monetisation paths.
- 1.Revenue stream (current): Free listing access for estate agents — Jitty markets to agents as 'list all your properties, for free'; this subsidised supply acquisition strategy is standard for early-stage two-sided marketplaces seeking listing liquidity before monetisation; no revenue generated from this stream currently.
- 2.Revenue stream (projected): Agent subscription and premium listing tools — once inventory and buyer engagement metrics are established, the standard UK portal monetisation model would involve tiered agent subscription packages for listing access, premium placement, and performance analytics; the pricing level and timing are not publicly disclosed.
- 3.Revenue stream (projected): Seller-to-agent lead referral — Jitty's 'find best agent' feature and pre-market buyer waitlist capture seller intent signals that could be monetised by connecting motivated sellers with local agents via a referral fee or qualified lead product; a differentiated revenue model relative to subscription-only portals.
- 4.Revenue stream (projected): Transaction-adjacent referrals (mortgages, conveyancing, surveys) — Jitty's buyer-journey positioning creates natural insertion points for mortgage broker introductions, conveyancing solicitor referrals, and home survey bookings; standard UK proptech adjacency revenue streams at scale.
GPPI tracks product signals for Jitty as a venture-backed AI-first challenger. The product surface is distinctly differentiated from incumbent portals in its search interaction model; the technology stack reflects founder expertise in AI/ML and a design-first product philosophy.
- 1.AI natural-language search — the core differentiating product; buyers can type or speak a description of what they want ('bright Victorian terrace with original features near good schools, under 30 minutes to central London') and receive matched results combining LLM semantic understanding with conventional filter processing; a named product feature distinguishing Jitty from all UK incumbent portals.
- 2.Computer vision and photo understanding — a machine learning layer that analyses property listing photographs to extract aesthetic and spatial signals (room character, light quality, layout type, materials) and match them to buyer-stated preferences; reported by the founders and referenced in press coverage; a capability that requires ongoing image labelling and model training investment.
- 3.Collections-based browsing ('roomscrolling') and favourites — a browsing mode allowing buyers to scroll through property photographs curated into collections by room type, aesthetic, or neighbourhood; inspired by social-feed browse UX; designed to increase dwell time and discovery depth beyond conventional search-and-filter.
- 4.Pre-market buyer waitlist and seller-to-agent matching — a feature allowing buyers to register interest in specific streets or neighbourhoods before properties are listed ('test the market' for sellers); creates a pre-listing demand signal layer that agents can use for seller outreach; a product feature with no direct equivalent on Rightmove or Zoopla.
- 5.Ruby on Rails with Hotwire back-end infrastructure — per Jitty's public hiring page, the platform uses Ruby on Rails with Hotwire for server-side rendering and dynamic UI updates; iOS and Android apps are listed on the respective app stores, extending the mobile discovery experience.
- 6.City-by-city listing liquidity model — a deliberate supply acquisition strategy rolling out by city to build concentrated inventory depth before geographic expansion; listed launch markets include Bath, London, and Bristol; the model prioritises coverage completeness within a city over broad-but-thin national coverage.
GPPI flags the following as observable risk signals for Jitty, based on public disclosures and GPPI research. These are not forecasts.
- 1.Incumbent portal replication risk — Rightmove and Zoopla deploying natural-language search: The most direct threat to Jitty's differentiation is Rightmove or Zoopla shipping a comparable AI search experience before Jitty establishes a defensible consumer habit and agent relationship base. Both incumbents have the engineering budgets, existing listing inventory, and consumer traffic to deploy a natural-language search overlay rapidly. Rightmove executed 5,000+ product releases in FY2024; Zoopla has Hometrack's data infrastructure. Jitty's window of differentiation on AI search UX may be narrower than the time needed to build meaningful market share.
- 2.Geographic liquidity risk from city-by-city rollout strategy: Jitty's deliberately concentrated city-by-city rollout trades national coverage breadth for local inventory depth. A buyer in a city not yet in Jitty's rollout plan cannot use the platform effectively, which limits organic word-of-mouth growth and restricts the addressable user base to early-rollout markets. The risk is that national portal incumbents capture the AI search curiosity audience across the whole of the UK before Jitty can expand its city coverage sufficiently.
- 3.Data freshness and accuracy at listing volume scale: Jitty aggregates listing feeds from estate agents — the same feeds that power Rightmove and Zoopla. As Jitty scales to more agents and more listings, maintaining real-time feed quality, removing sold/withdrawn properties promptly, and ensuring AI-enriched listing data (computer vision analysis, LLM-generated descriptions) remains accurate across a large inventory creates significant engineering and data operations cost.
- 4.Compute and labelling costs for AI enrichment at scale: Computer vision photo analysis and LLM-based query matching require significant inference compute and ongoing model training. At early stage and low listing volume, these costs may be manageable; at national portal scale (980,000 listings like Rightmove), per-listing AI enrichment costs could become a structural margin constraint if not offset by advertising or subscription revenue per listing.
GPPI flags the following as observable opportunity signals for Jitty, based on public disclosures and GPPI research.
- 1.Scaling national coverage by accelerating agent onboarding and inventory completeness: Jitty's biggest unlock is inventory depth at national scale. The current free-listing model removes the agent cost barrier; the constraint is CRM integration and agent awareness. Investing in listing feed API integrations with the major UK agent CRM platforms (Alto, Jupix, Reapit, Dezrez, Jupix) would allow Jitty to automatically receive listings from agencies already publishing to Rightmove and Zoopla, accelerating national coverage without a direct agent sales force.
- 2.Converting buyer engagement into measurable lead outcomes for agent monetisation: Jitty's most valuable commercial asset is its AI search engagement data — buyers who interact with natural-language queries reveal preference signals that conventional portal click-data does not capture. Building a performance analytics layer for agents — 'here are the buyers who matched your listing via AI search and their preference profiles' — would create a differentiated, data-enriched lead product that agents cannot obtain from Rightmove or Zoopla, establishing a premium monetisation argument before shifting to subscriptions.
- 3.Pre-market buyer waitlist as a seller-instruction product for agents: The pre-market buyer waitlist — where registered buyers signal interest in specific streets or neighbourhoods before listings go live — is a strategically unique product if monetised as a seller-instruction generation tool for local agents. An agent who can demonstrate to a potential seller that 'there are already 12 registered Jitty buyers looking for a property like yours on your street' has a credible, data-backed instruction pitch that no incumbent portal can replicate in the same way.
- 4.REA Group strategic partnership for Australia/UK data exchange and UK expansion support: REA Group's £2.8M seed investment is more than financial — it signals strategic optionality around data exchange, technology transfer, and UK market infrastructure that REA has spent decades building in Australia via realestate.com.au and PropTrack. A deeper partnership — PropTrack-style AVM data for UK listings, REA's agent relationship network, or shared AI/ML infrastructure — would materially accelerate Jitty's product capabilities beyond what the current seed funding supports independently.
This GPPI portal profile is an analytic summary prepared from GPPI research inputs including public information, company disclosures, and GPPI methodology. It is not a commercial endorsement. GPPI v2.1.
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Market Profile: United Kingdom
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