A new AI-powered portal is promising free listings ‘forever’ and has already attracted an impressive number of sign-ups from estate agencies ahead of its launch, but will it break Rightmove’s grip on the market?
The platform – codenamed IntelProp – will be launched by ModelProp publicly early in 2026 and represents what its boss Mal McCallion (pictured) calls “a once-in-a-generation reset” for the UK property industry.
According to him, over 12% (2,750) of the UK’s estate and letting agent branches have already registered to list on the platform.
McCallion has an extensive track record in the area, having helped launch Primelocation in 2000 and Zoopla in 2008.
He says that, unlike traditional portals, agents will never be invoiced for listings or leads, because the platform will generate revenues from consumer subscriptions, affiliate services such as furniture sales and removals, and anonymised data insights.
Optimised for discovery
Every property, he adds will be optimised for discovery across conversational and voice platforms, with features including AI-recommended areas based on lifestyle preferences, virtual decoration tools, and in-portal furniture purchasing.
And McCallion believes, that while AI will power discovery, his consumer-facing platform performs an essential role in bringing listings, local context and agents together in one place.
The aim is to help estate agents win more instructions, cut costs and increase revenue-per-transaction, while giving consumers a richer, more intuitive experience.
We’re building this together – with agents, not against them. This is the moment to get involved.”
The announcement follows ModelProp’s Rightmove Resistance Tour this summer, when it got together with agents at 60 different locations to discuss how AI will reshape property discovery.
McCallion concludes: “We’re building this together – with agents, not against them. This is the moment to get involved. It’s free, it’s future-proofed, and it’s going to put your listings where the next generation of buyers are already searching.”
You can see a demo of it here.