AddressCloud and Hometrack serve overlapping segments of the UK property data market, but their products, heritage, and buyer profiles are quite different. AddressCloud is a bootstrapped insurance-tech firm built around geocoding and peril scoring. Hometrack is part of the Houseful group (alongside Zoopla), and its automated valuation model underpins the majority of UK mortgage origination workflows.
This comparison is aimed at procurement and data teams weighing up the two platforms for property risk, valuation, or enrichment use cases. It covers what each company actually does, where each is stronger, and where a third option may fill the gaps.
Who is AddressCloud?
AddressCloud was founded in 2015 by Mark Varley, who built his first geocoding tools while working at RSA Insurance. The company is bootstrapped, employs around 11-15 people, and processes over 80 million API transactions per month with a 99.99% uptime SLA. Its core product is a custom-built geocoding engine for the UK and Ireland, layered with peril scoring (flood, subsidence, windstorm, fire, crime, climate) and property enrichment at rooftop-level accuracy.
AddressCloud's client list is heavily insurance-oriented: RSA, Flood Re (as official address matching partner), Compare the Market, and several MGAs and coverholders. In 2024-2025, the company began expanding globally through the Overture Maps Foundation, scoring hundreds of millions of buildings for flood risk worldwide. It also partnered with JBA Risk Management for European flood data and Smarty for US address verification.
Who is Hometrack?
Hometrack was founded in 1999 and has been part of the Houseful group (formerly ZPG) since its acquisition for £120 million in 2017. Houseful is owned by Silver Lake Partners, which acquired ZPG for around £2.2 billion in 2018. The group also includes Zoopla, Alto, Jupix, and Mojo Mortgages.
Hometrack's flagship product is its Automated Valuation Model, used by 18 of the top 20 UK mortgage lenders. It is the only UK AVM accredited by all three major rating agencies - Moody's, S&P, and Fitch - and has been incorporated into over 50 residential mortgage-backed securities issuances. The company processes more than 50 million automated valuations per year.
Beyond the AVM, Hometrack operates the Property Risk Hub - a cloud-native decisioning platform that combines valuations, property risk data, configurable business rules, case management, and surveyor allocation into a single lending workflow. Charlie Bryant returned as full-time CEO in January 2025.
Automated valuations
This is the clearest divide between the two platforms. Hometrack's AVM has been in production since 2002, carries rating-agency accreditation, and is embedded in nearly every major UK lender's origination workflow. Its newer Digital Valuer model combines machine learning with historical valuations and proprietary data to reduce the need for physical property inspections.
AddressCloud does not offer an AVM. If automated property valuations are a core requirement, Hometrack is the only option between these two. AddressCloud's product range stops at property characteristics and risk scoring - it does not attempt to estimate market value.
Peril scoring and risk data
The positions reverse when it comes to insurance-grade peril scoring. AddressCloud's API returns building-level risk assessments for flood, subsidence, windstorm, fire, crime, and climate change indicators. The flood data comes through a partnership with JBA Risk Management, and the fire risk model is proprietary - incorporating adjacency risk between buildings, which is a meaningful differentiator for commercial property and terraced housing underwriting.
Hometrack offers climate change insights covering flood risk (current and projected), subsidence, coastal erosion, and energy efficiency. These datasets support Bank of England climate stress testing requirements and are integrated into the Property Risk Hub for mortgage origination. However, the risk data tends to be bundled with Hometrack's decisioning products rather than available as a standalone API feed.
For insurance underwriters who need rooftop-level peril scores as a service, AddressCloud is the more focused option. For mortgage lenders who need climate risk integrated into their existing Hometrack workflow, Hometrack's bundled approach is more practical.
Geocoding and address matching
AddressCloud built a bespoke geocoding engine from scratch, specifically to handle the messy address data that flows through insurance quotation journeys. It uses Ordnance Survey AddressBase Premium and Royal Mail PAF, with fuzzy matching and a custom parser for incomplete or erroneous inputs. The Flood Re contract was won on the strength of this capability.
Hometrack does not offer geocoding as a standalone product. Its systems match addresses internally within the Property Risk Hub, but address resolution is not a service you can call independently. For organisations that need address matching and geocoding at scale - particularly in insurance pre-fill or comparison site workflows - AddressCloud is the specialist.
Market intelligence and listing data
Hometrack has a structural advantage here through its parent group. The Zoopla partnership gives Hometrack access to real-time listing data, supply-and-demand signals, and pricing trends across over 200 million data points. The Zoopla House Price Index is widely cited in industry and media. Hometrack's Data Hub offers APIs, postcode-level search, and exportable datasets covering pricing, affordability, and market dynamics.
AddressCloud does not offer market intelligence or listing data. Its dataset is focused on physical property attributes and peril risk. If tracking market conditions, rental yields, or regional pricing trends is part of the requirement, Hometrack is the relevant platform.
Mortgage workflow integration
Hometrack's Property Risk Hub is a full-stack decisioning platform. It combines the AVM with business rules engines, case management, surveyor allocation, and management information - all designed to automate mortgage origination. The platform supports AI-powered property risk selection that routes each case to the most cost-effective valuation method. Selina Finance launched no-valuation mortgage products using Hometrack's integration in early 2026.
AddressCloud's data can feed into lending workflows - property characteristics and flood risk are relevant to mortgage underwriting - but the company does not offer decisioning tools, rules engines, or workflow orchestration. It is a data supplier, not a platform.
Global coverage
AddressCloud is expanding internationally through the Overture Maps Foundation, having already scored 300 million buildings for flood risk with plans for 2 billion more. Its roadmap includes wildfire, earthquake, volcano, and tropical cyclone scores globally, plus a US flood product integrating FEMA, NOAA, USGS, and USACE data.
Hometrack's international presence is limited to the Netherlands through Calcasa, another Houseful subsidiary. The company's focus is overwhelmingly UK-centric. For organisations with multinational portfolios - particularly reinsurers or global insurance groups - AddressCloud's trajectory offers broader geographic reach.
Where AddressCloud is stronger
AddressCloud is the better choice for insurance-specific location intelligence. Its rooftop-level peril scoring, proprietary fire risk model, and official Flood Re partnership give it credibility that general-purpose data platforms struggle to replicate. The custom geocoding engine handles high-volume, messy address data reliably - 80 million transactions per month at sub-second latency.
The global expansion through Overture Maps is genuinely differentiated. No other UK property data firm is building worldwide peril scores at this scale. For insurers and reinsurers with international portfolios, AddressCloud is worth tracking even if you also need a UK-centric provider like Hometrack for domestic lending.
Where Hometrack is stronger
Hometrack is dominant in UK mortgage origination and portfolio management. The AVM's 20-year track record, triple rating-agency accreditation, and integration into 18 of the top 20 lenders make it difficult to displace. The Property Risk Hub goes beyond data into workflow automation, which means lenders can automate decision-making rather than just enriching records.
The Zoopla data moat gives Hometrack unrivalled market intelligence on UK residential property. For any use case involving pricing trends, supply-demand dynamics, or rental benchmarking, the combination of Hometrack's analytics and Zoopla's live listing data is hard to replicate.
Where Chimnie fits in
AddressCloud and Hometrack leave gaps. AddressCloud has no valuations. Hometrack has no transparent per-property pricing and limited availability outside mortgage lending workflows. Neither publishes pricing openly, and both require enterprise-level procurement to get started.
Chimnie sits in the space between these two. It provides over 500 attributes per UK property across both residential and commercial stock - covering 35 million properties including Scotland and Northern Ireland. Pricing is published: £0.05 to £0.15 per residential property, £0.45 per commercial property on a pay-as-you-go basis with volume discounts available.
The platform includes a free AVM with calibrated confidence intervals, rebuild cost estimates decomposed by regional labour and materials costs, and risk scoring across dozens of perils. Chimnie is also completing two years of national planning permission ingestion, launching imminently - a dataset that neither AddressCloud nor Hometrack provides. Outbuildings are mapped and valued separately from the main dwelling, and 150,000-plus consumer users on the consumer platform continuously validate the underlying data.
For teams that need the breadth of Hometrack's data alongside the risk depth of AddressCloud - at a price point that supports self-serve testing - a free trial takes minutes to set up. No sales call or NDA required.
Conclusion
AddressCloud and Hometrack serve different primary audiences. AddressCloud is built for insurance underwriting with deep peril scoring and geocoding. Hometrack is built for mortgage origination with an industry-standard AVM and embedded decisioning tools. The overlap between them is narrow - most organisations will not be choosing one over the other for the same use case.
Where both fall short is in accessible, multi-use-case property data with transparent pricing. Chimnie fills that gap for teams evaluating data suppliers across insurance, lending, and property services - particularly those that need planning data, commercial coverage, or a self-serve API without an enterprise procurement process.
