Hometrack and Sprift occupy different ends of the UK property data spectrum. Hometrack is an institutional AVM and decisioning platform built for the mortgage lending supply chain. Sprift is a SaaS dashboard built for estate agents and conveyancers who need fast access to property-level information. Comparing them head to head feels slightly unfair - they were designed for different buyers solving different problems.
But if you are a property services firm, surveying business, or data team looking at both, the overlap is real enough to warrant a proper look. Both platforms claim broad UK residential coverage. Both aggregate data from public and private sources. And both promise to reduce the time and cost of property research. Here is where they actually differ.
Who is Hometrack?
Hometrack has been operating since 1999 and is part of the Houseful group, which also includes Zoopla, Alto, and Primelocation. Silver Lake Partners owns the group following a £2.2 billion acquisition of ZPG in 2018. Hometrack's Automated Valuation Model is used by 18 of the top 20 UK mortgage lenders and carries formal accreditations from Moody's, S&P, and Fitch. The company processes over 50 million automated valuations per year.
Its broader product set includes the Property Risk Hub (a decisioning engine for mortgage origination), Climate Change Insights, a Data Services division powered by Zoopla's listing data, and market intelligence reports. Hometrack's primary customers are mortgage lenders, building societies, and institutional investors.
Who is Sprift?
Sprift was founded in 2016 by Matt Gilpin and is a privately held SaaS company based in London. It is significantly smaller than Hometrack - likely between 20 and 50 employees - but has carved out a strong position among estate agents by solving a specific problem: pulling together comprehensive property data into a single searchable dashboard.
Sprift aggregates over 300 data points from more than 100 sources across 30 million UK residential properties. Its product range includes a core dashboard, white-labelled property reports for agents (Market Appraisal Reports, Key Facts for Buyers), a material information compliance solution covering NTSELAT Parts A, B, and C, a prospect tool for lead generation, and a comparables engine drawing from whole-of-market data rather than a single portal.
The company's pricing is per-branch rather than per-user, which encourages adoption across entire agency offices. Sprift is an ICG Approved supplier and integrates with Dezrez (estate agent CRM) and Surventrix (surveyor software).
Property data breadth and depth
Both platforms aggregate data from public registries, EPCs, Land Registry, flood risk databases, and third-party sources. The shape of the data differs.
Sprift's 300-plus data points are oriented towards the questions an estate agent or conveyancer needs answered: EPC ratings, planning history, broadband speed, council tax band, restrictive covenants, leasehold lengths, listed building status, school catchments, and transport links. The data is presented through an interactive dashboard that a non-technical user can navigate immediately. Reports are white-labelled and designed to be client-facing.
Hometrack's data layer is geared towards financial risk assessment. Property characteristics are captured as inputs to valuation models rather than as standalone attributes for browsing. The Zoopla integration adds supply-and-demand metrics, pricing trends, and market intelligence - data that Sprift does not attempt to provide. Hometrack's overall dataset runs to 200-million-plus data points, though these span market signals and aggregated metrics rather than per-property attributes.
For estate agent workflows and property compliance, Sprift's data is more immediately usable. For lending risk models and market analytics, Hometrack's data carries more weight.
Automated valuations
Hometrack's AVM is a core product - triple-accredited by rating agencies, used for over 50 million valuations annually, and integrated into mortgage decisioning through the Property Risk Hub. It is not an afterthought.
Sprift does not offer an AVM. It provides a comparables engine that pulls whole-of-market sales and rental data, which agents use to support manual valuations. That is a fundamentally different capability. For organisations that need automated, model-driven property valuations - whether for mortgage pre-screening, portfolio revaluation, or insurance pricing - Sprift is not a substitute for Hometrack on this front.
Material information and compliance
This is Sprift's distinctive strength. Its material information compliance solution, launched in January 2024, covers NTSELAT Parts A, B, and C. Agents can generate compliance data within minutes rather than the days or weeks that manual research demands. Sprift has published data showing that upfront property information reduces fall-through rates by 13.3 percent or more.
Hometrack has no equivalent product. Its platform is designed for lending compliance (capital adequacy, RMBS accreditation), not estate agency compliance. For agents navigating the material information regulations that became enforceable in recent years, Sprift is the clear choice.
Market intelligence
Hometrack, through its Zoopla integration, provides market intelligence that Sprift cannot match. Pricing trends, supply-and-demand metrics, affordability analysis, and regional market movements are drawn from Zoopla's live listing data. The Hometrack/Zoopla House Price Index is a widely referenced industry metric.
Sprift offers hyper-local market context within its reports (comparable sales, local pricing data), and its Prospect tool tracks on-and-off-market properties for lead generation. But it does not aggregate market-level intelligence or publish economic indicators. If your requirement is macroeconomic housing analysis or portfolio-level market risk monitoring, Hometrack is the relevant platform.
Workflow integration and user experience
Sprift is purpose-built for daily agent use. Its dashboard is designed for non-technical users, reports are generated in minutes, and the per-branch pricing model actively encourages team-wide adoption. Integrations with Dezrez and Surventrix embed Sprift data into existing estate agent and surveyor workflows.
Hometrack's Property Risk Hub is an enterprise platform requiring configuration, integration, and typically a project-level onboarding process. It is powerful but not self-serve. The target user is a lender's risk or operations team, not an individual estate agent.
The difference in user experience reflects the difference in target market. Sprift is a daily productivity tool for agents. Hometrack is infrastructure for lending operations.
Pricing and accessibility
Sprift charges per branch, with pricing that is not publicly listed but is understood to sit in the hundreds-of-pounds-per-month range for a typical agency office. It is accessible to independent agents and small chains.
Hometrack does not publish pricing. Its contracts are enterprise-scale, negotiated per client, and typically involve annual commitments. Access requires a formal sales engagement. For smaller property firms, Hometrack's procurement process alone may be prohibitive.
Where Hometrack is stronger
Hometrack is the right platform when mortgage lending, portfolio management, or institutional risk assessment is the primary use case. The triple-accredited AVM, Property Risk Hub workflow automation, and Zoopla-powered market intelligence are purpose-built for regulated financial services. There is no realistic scenario where Sprift replaces Hometrack in a mortgage lender's technology stack.
Where Sprift is stronger
Sprift is the right platform when estate agent productivity and compliance are the goal. Material information compliance for NTSELAT, white-labelled property reports for valuation appointments, and a prospect tool for pipeline building are all things Hometrack does not offer. For agents who need property data to win instructions and reduce fall-throughs, Sprift solves the problem directly and affordably.
Where Chimnie fits in
Hometrack and Sprift each serve a specific vertical well. But both leave gaps for organisations that need deep, structured property data delivered via API at transparent pricing.
Chimnie covers over 35 million UK properties with more than 500 attributes per address - considerably deeper than Sprift's 300-plus data points and structured differently from Hometrack's market-signal-oriented datasets. The platform includes a free AVM with confidence intervals (a capability Sprift lacks entirely), rebuild cost estimates, outbuildings mapped separately, and risk scoring across environmental and socio-economic factors.
Chimnie is completing two years of national planning permission ingestion, launching imminently. That structured planning dataset fills a gap in both Hometrack and Sprift's offerings - Sprift shows planning history per property, but Chimnie is building a searchable national layer that supports analytics at scale.
For insurance firms, proptech developers, and data teams that need per-property lookups via API, Chimnie's pricing starts at £0.05 to £0.15 per residential property and £0.45 per commercial property on a pay-as-you-go basis with volume discounts. Self-serve onboarding means you can test data quality against your own requirements in hours. Over 150,000 consumer users on chimnie.co.uk continuously validate the underlying data.
If you are evaluating Hometrack for lending intelligence or Sprift for agent compliance and realise you also need structured property data for enrichment, risk, or insurance use cases, a free trial is the quickest way to see whether Chimnie covers the gap.
Conclusion
Hometrack and Sprift are not direct competitors in any meaningful sense. Hometrack is institutional infrastructure for mortgage lending. Sprift is a daily productivity tool for estate agents. The choice between them depends entirely on which workflow you are trying to improve.
For the data needs that fall between these two verticals - insurance underwriting, property enrichment, commercial data, API-driven lookups, planning intelligence - neither platform is built to serve. Chimnie occupies that middle ground with broader attribute coverage, transparent pricing, and self-serve access that both Hometrack and Sprift's respective customers may find valuable as a complementary data source.
