AddressCloud and PriceHubble both supply property data to UK financial services firms, but they come at the market from different angles. AddressCloud is a bootstrapped, insurance-focused location intelligence platform built by an underwriter. PriceHubble is a Swiss-headquartered, VC-backed group that entered the UK through acquisitions - most notably WhenFresh, which it bought in October 2023.
If your team is evaluating either platform for insurance, lending, or property enrichment, this piece sets out the material differences. We have drawn on published product documentation, partnership announcements, and known client deployments rather than marketing claims.
Who is AddressCloud?
AddressCloud was founded in 2015 by Mark Varley, who previously led geocoding projects at RSA Insurance. The company is bootstrapped, UK-based, and employs around 11-15 people. It built a custom geocoding engine from scratch on top of Ordnance Survey AddressBase Premium, and has since expanded into peril scoring, portfolio analysis, and global risk assessment.
The platform processes over 80 million transactions per month with a 99.99% uptime SLA. Its core offering is real-time address matching, geocoding, and property enrichment via API - returning property characteristics like age, floor area, construction type, and roof shape at rooftop-level accuracy. AddressCloud holds the Flood Re official address matching contract and counts RSA and Compare the Market among its clients.
In 2024-2025, AddressCloud began scaling globally through the Overture Maps Foundation, scoring 300 million buildings for flood risk with plans to reach 2 billion. It has partnerships with JBA Risk Management for European flood data and Smarty for US address verification.
Who is PriceHubble?
PriceHubble AG was founded in 2016 in Zurich and has raised $74.2 million across multiple funding rounds. It operates in 11 countries, employs over 200 staff, and serves 800-plus B2B customers globally. The company acquired three UK businesses in 2023: Dataloft (estate agent market intelligence), WhenFresh (residential property data bureau), and Urbanease (French land sourcing).
WhenFresh, now branded "WhenFresh by PriceHubble", is the UK data engine. It aggregates over 200 datasets covering 29.7 million residential properties via a single API - spanning property attributes, risk scores, flood data, cladding assessments, valuations, household expenditure, and demographic profiles. WhenFresh's data is also distributed through Experian, Equifax, and TransUnion as embedded property data elements.
PriceHubble's own product line centres on AI-powered automated valuations across its 11 markets, plus newer offerings like its AI Agents Suite (launched April 2025) and a Model Context Protocol for structured AI-data access. Its UK clients include Landbay, Together Money, Shawbrook, and the Bank of England.
Insurance underwriting and peril scoring
This is where AddressCloud has built its deepest expertise. Its peril scoring API covers flood (via JBA Risk Management), subsidence, windstorm, fire, crime, and climate change indicators - all at rooftop-level granularity rather than postcode. The fire risk model is proprietary, incorporating adjacency risk between buildings. AddressCloud also offers a CII-accredited training course on geographic risk for underwriters, which signals how embedded the company is in the insurance vertical.
PriceHubble's insurance offering comes through WhenFresh, which provides a home insurance prefill package (7 key variables for 29.7 million properties) and a separate risks and perils dataset covering flood, subsidence, tree proximity, water proximity, and fracking proximity. The data is solid but oriented towards prefill and pricing rather than the kind of granular building-level peril modelling that AddressCloud specialises in.
For specialist underwriting and portfolio risk analysis, AddressCloud's purpose-built peril scoring is more targeted. For broader insurance workflows that need both prefill data and risk variables in a single API call, WhenFresh's breadth is the advantage.
Geocoding and address matching
AddressCloud's geocoding engine is custom-built for the UK and Ireland, designed to handle incomplete, erroneous, and fuzzy address data. It uses Ordnance Survey AddressBase Premium and Royal Mail PAF as its base, with a bespoke parser that resolves the kind of address quality issues common in insurance quotation flows. The Flood Re contract specifically chose AddressCloud for this capability.
PriceHubble and WhenFresh offer address matching within their API, but geocoding is not their primary product. WhenFresh's strength is in what happens after the address is matched - the 200-plus datasets it can return per property. If your workflow needs high-throughput, high-accuracy geocoding as a standalone service, AddressCloud is the specialist. If geocoding is one step in a broader data enrichment pipeline, WhenFresh's integrated approach may be more practical.
Property valuations
PriceHubble has the clear lead here. Its AVM operates across 11 countries and passed an ISAE 3000 external audit by a Big 4 firm for EBA GLOM compliance in 2025. The model uses explainable AI methods and processes over €24 billion in property value per month. WhenFresh adds UK-specific estimated sale and rental values using historical data combined with live feeds from the Zoopla partnership.
AddressCloud does not offer property valuations. Its product range is focused entirely on location intelligence, geocoding, and peril scoring. If automated valuations are a requirement, PriceHubble is the only option between these two providers.
Data breadth and coverage
WhenFresh by PriceHubble claims over 200 datasets and 2 trillion property-specific data items across 29.7 million UK residential properties. The data spans property attributes, topology, risks, environmental factors, cladding, valuations, market data, energy, and household expenditure. The Zoopla partnership gives access to live listing data, search behaviour, and comparison site data that few competitors can match.
AddressCloud's data breadth is narrower by design. It returns property characteristics (age, floor area, construction type, roof shape, floor level) alongside peril scores, but its focus is depth in the insurance vertical rather than breadth across use cases. The global expansion through Overture Maps adds building-level flood scores worldwide, which is a distinct capability that WhenFresh does not offer.
Neither platform publishes per-property pricing. Both operate on enterprise or bespoke contract models, typically requiring a sales conversation before you can evaluate costs.
Mortgage lending and decisioning
PriceHubble's WhenFresh has built purpose-specific mortgage lifecycle tools: LOOP for instant property screening against lender rules, PATH for remote digital full market appraisals, WATCH for ongoing portfolio monitoring, and WRAP for securitisation data enrichment. These are production systems used by specialist lenders like Landbay and Together Money.
AddressCloud has no mortgage-specific products. Its data can feed into lending workflows - flood risk and property characteristics are relevant to mortgage underwriting - but it does not offer the decisioning layer, lender rule engines, or portfolio monitoring tools that WhenFresh provides.
Where AddressCloud is stronger
AddressCloud is the better choice when the primary need is insurance-grade location intelligence. Its rooftop-level peril scoring, proprietary fire risk model, and Flood Re partnership give it credibility that general-purpose data platforms struggle to match in underwriting contexts. The custom geocoding engine handles messy address data at scale - 80 million transactions per month - with sub-second response times. For insurers and MGAs that need building-level risk assessment without the overhead of a broader data platform, AddressCloud is tightly focused and proven at enterprise scale. Its global expansion via Overture Maps also positions it for multinational insurance portfolios in a way that WhenFresh's UK-only coverage cannot serve.
Where PriceHubble is stronger
PriceHubble is the better choice when you need breadth. The combination of WhenFresh's 200-plus UK datasets, PriceHubble's AI-powered AVM, the Zoopla data partnership, and the credit bureau distribution network creates a platform that can serve insurance, lending, estate agency, and public sector use cases from a single relationship. The mortgage decisioning tools (LOOP, PATH, WATCH, WRAP) are production-proven and save lenders significant manual underwriting effort. The Dataloft acquisition adds estate agent market intelligence, and the AI Agents Suite signals a push into generative AI that goes beyond what most UK property data firms are attempting.
For organisations that need valuations alongside property data - or that operate across multiple verticals - PriceHubble's breadth is hard to match.
Where Chimnie fits in
Both AddressCloud and PriceHubble are enterprise-first platforms with opaque pricing and sales-led onboarding. If your team needs to evaluate property data quickly, without a procurement cycle, Chimnie is worth considering alongside either option.
Chimnie covers 35 million UK properties with over 500 attributes per record - spanning residential and commercial stock. It publishes its pricing openly: residential lookups from £0.05 to £0.15 per property, commercial at £0.45 per property on a pay-as-you-go basis with volume discounts. The platform includes a free AVM with calibrated confidence intervals, rebuild cost estimates with regional cost decomposition, 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 PriceHubble currently offers.
Unlike both competitors, Chimnie maps outbuildings separately from the main dwelling, runs a consumer platform with over 150,000 users whose feedback validates the data at scale, and offers self-serve API onboarding with no sales call required. For teams that want to start testing in hours rather than weeks, a free trial is available.
Where AddressCloud brings insurance-grade peril scoring and PriceHubble brings breadth and mortgage decisioning, Chimnie occupies the ground between them: broad data, transparent pricing, and the flexibility to serve insurance, lending, and property services without the enterprise overhead.
Conclusion
AddressCloud and PriceHubble are not direct substitutes. AddressCloud is a specialist insurance location intelligence provider with deep peril scoring and geocoding expertise. PriceHubble is a multi-vertical property data and analytics group with UK coverage through WhenFresh, AI-powered valuations, and mortgage lifecycle tools.
The choice comes down to whether the primary requirement is insurance-grade risk data at building level or a broad property data platform spanning valuations, enrichment, and decisioning. Teams that need elements of both - or that want transparent pricing and faster onboarding - should evaluate Chimnie as the third option worth serious consideration.
