PriceHubble and Hometrack are the two largest automated valuation providers active in the UK property data market. Hometrack has been embedded in UK mortgage lending since 2002 and is used by 18 of the top 20 lenders. PriceHubble is a Swiss-headquartered group that entered the UK aggressively through acquisitions - buying WhenFresh, Dataloft, and launching its own AI-powered valuation and analytics suite.
For data and procurement teams evaluating valuation, enrichment, or decisioning platforms, this is where the two stand today. The comparison is based on published product information, client announcements, and industry partnerships rather than vendor claims.
Who is PriceHubble?
PriceHubble AG was founded in Zurich in 2016 by Dr Stefan Heitmann and Markus Stadler. The company has raised $74.2 million, employs over 200 people, and operates across 11 countries. Its UK presence was built through three acquisitions in 2023: WhenFresh (the UK's self-styled residential property data bureau), Dataloft (estate agent market intelligence), and Urbanease (French land sourcing).
The group now has two distinct product lines in the UK. PriceHubble's own platform provides AI-powered automated valuations, an AI Agents Suite (launched April 2025), and a Model Context Protocol for structured AI-data access. WhenFresh by PriceHubble aggregates over 200 datasets covering 29.7 million UK residential properties - spanning property attributes, risk scores, environmental data, cladding assessments, household expenditure, and valuations. WhenFresh's data is also distributed through credit bureaus including Experian, Equifax, and TransUnion.
PriceHubble's UK clients include Landbay, Together Money, Shawbrook, and the Bank of England. Its desktop valuation solution passed an ISAE 3000 external audit for EBA GLOM compliance in 2025, and the group holds ISO 27001:2022 certification globally.
Who is Hometrack?
Hometrack was founded in 1999 and became part of the Zoopla Property Group (now Houseful) when ZPG acquired it for £120 million in 2017. Houseful is owned by Silver Lake Partners, which paid roughly £2.2 billion for the group in 2018. The wider group includes Zoopla, Alto, Jupix, PrimeLocation, and Mojo Mortgages.
Hometrack's AVM has been operational for over two decades and carries accreditation from all three major rating agencies - Moody's, S&P, and Fitch. It has been incorporated into more than 50 RMBS issuances and processes over 50 million valuations per year. The company contributes to nearly all of the 1.4 million mortgage approvals processed annually in the UK.
Its Property Risk Hub is a cloud-native decisioning platform that combines the AVM with configurable business rules, a Digital Valuer model, case management, and surveyor allocation. In early 2026, Selina Finance launched no-valuation mortgage products built on Hometrack's infrastructure. Charlie Bryant returned as full-time Hometrack CEO in January 2025 after leading the broader Houseful group.
Automated valuations
Both platforms offer AVMs, but with different pedigrees and target markets.
Hometrack's AVM is the incumbent in UK regulated lending. Two decades of production use, triple rating-agency accreditation, and integration into 18 of the 20 largest lenders give it a position that is extremely difficult to challenge. The newer "Adjustment Model" uses machine learning combined with past valuations and proprietary property data to improve accuracy, and the Digital Valuer model raises confidence benchmarks to reduce physical inspections.
PriceHubble's AVM operates across 11 countries and uses explainable AI methods. The ISAE 3000 audit is a meaningful credential for EBA-regulated lenders. In the UK, WhenFresh adds local estimated sale and rental values using historical transactions combined with live feeds from the Zoopla partnership. PriceHubble reports processing over €24 billion in property value per month globally.
For UK mortgage origination specifically, Hometrack's accreditation and market penetration give it the edge. For pan-European or multi-country portfolios, PriceHubble is the only option between the two. Both are enterprise-priced with no published per-valuation rates.
Data breadth and enrichment
WhenFresh by PriceHubble offers over 200 datasets and claims access to 2 trillion property-specific data items across 29.7 million UK properties. The data spans property attributes (type, bedrooms, bathrooms, construction, roof shape), topology, risks (flood, subsidence, tree proximity), environmental and climate indicators, wall cladding data, household expenditure estimates, and demographic profiles. The unique cladding/EWS1 dataset tracks external wall cladding risk classifications - a post-Grenfell requirement that few providers address.
Hometrack's Data Hub combines Houseful's proprietary data with analysis and AI solutions. It provides over 200 million data points covering pricing, supply-and-demand, affordability, comparables, and market trends. Property listings data from Zoopla enables verification of property values, construction details, and sales history. The focus is on market-facing data rather than the granular property attribute data that WhenFresh specialises in.
WhenFresh has deeper property-level attribute data. Hometrack has deeper market-level intelligence. The choice depends on whether you need to understand the building or understand the market.
Mortgage decisioning tools
Both platforms offer mortgage lifecycle tools, but they are structured differently.
Hometrack's Property Risk Hub is a complete decisioning engine. It integrates AVM outputs with configurable lender rules, case management, surveyor allocation, and management information. The platform routes each application to the most cost-effective valuation method automatically. This is a workflow product, not just a data feed.
WhenFresh's Decisions-as-a-Service modules cover similar ground through four complementary tools: LOOP screens properties against lender rules and LTV criteria; PATH determines whether to make an immediate offer or which survey level is needed; WATCH monitors portfolios for changes affecting value or risk; and WRAP enriches loan books for securitisation including ESG reporting.
Both are proven in production. Hometrack has deeper penetration among the largest lenders. WhenFresh's modular approach may suit specialist lenders or those adopting incrementally. Landbay reported 3x faster underwriting and £500 per application savings using WhenFresh's data.
Climate and ESG data
Hometrack's Climate Change Insights cover flood risk (current and projected), subsidence, coastal erosion, and energy efficiency. The data has supported Bank of England climate stress tests since 2022 and is integrated into the Property Risk Hub. A partnership with Twinn (Royal Haskoning) extends this with practical climate solutions.
PriceHubble has been on the ESGFinTech100 list for four consecutive years. WhenFresh provides environmental and climate risk data alongside its broader dataset, and NORM partnership supports ESG and sustainability reporting. WhenFresh's WRAP module specifically addresses ESG requirements in securitisation data enrichment.
Both platforms serve the climate data need, though neither has made it a standalone product. It tends to be a feature within a broader offering rather than a product in its own right.
Distribution and reach
The two platforms have very different routes to market.
Hometrack reaches lenders directly through deep, long-standing relationships and is embedded into lending workflows at the infrastructure level. The Zoopla brand gives it consumer-side recognition, though Hometrack itself is strictly B2B.
PriceHubble's reach in the UK is amplified by WhenFresh's credit bureau distribution. Property data elements are embedded within Experian, Equifax, and TransUnion solutions - meaning WhenFresh data reaches end users who may never interact with PriceHubble directly. The Dataloft brand serves estate agents separately. This multi-channel approach gives PriceHubble broader passive distribution, though it also creates brand fragmentation.
Where PriceHubble is stronger
PriceHubble is the better choice for organisations that need deep property attribute data alongside valuations. WhenFresh's 200-plus datasets cover ground that Hometrack does not touch - cladding risk, household expenditure, insurance prefill variables, and granular building-level attributes. The credit bureau distribution channel means the data is already embedded in many risk assessment workflows.
The multi-country footprint is a genuine differentiator for European banks, reinsurers, or any firm with cross-border property exposure. The AI Agents Suite and Model Context Protocol signal a technology direction that goes beyond what Hometrack has publicly announced.
For specialist lenders, insurers, or organisations that need property data for purposes beyond mortgage origination, PriceHubble's breadth is the stronger proposition.
Where Hometrack is stronger
Hometrack is dominant in UK mortgage origination and cannot be easily substituted. The triple rating-agency accreditation is not just a badge - it is a functional requirement for RMBS issuance, and no other UK AVM currently holds it. The Property Risk Hub's integration into lender workflows creates genuine lock-in: switching costs are high, and the operational risk of migration is real.
The Zoopla data moat provides market intelligence that PriceHubble can partially replicate through WhenFresh's Zoopla partnership, but Hometrack has structural access to the same data through common ownership. For any use case that centres on market trends, supply-demand dynamics, or residential pricing at scale, Hometrack's position within the Houseful group is an advantage.
Where Chimnie fits in
Both PriceHubble and Hometrack are enterprise platforms with long sales cycles, opaque pricing, and complex onboarding. Neither publishes per-property costs, and both require significant procurement effort before you can test whether the data meets your needs.
Chimnie takes a different approach. It covers 35 million UK properties - residential and commercial - with over 500 attributes per record. Pricing is published openly: £0.05 to £0.15 per residential property, £0.45 per commercial property on pay-as-you-go terms with ratecard volume discounts. The API is self-serve, and onboarding takes hours rather than months.
The platform includes a free AVM with calibrated confidence intervals, rebuild cost estimates with regional cost decomposition, and risk scoring across dozens of environmental and property-level perils. Planning permission data is an area where Chimnie stands alone: the company is completing two years of national planning application ingestion, launching imminently. Neither PriceHubble nor Hometrack offers UK-wide planning data.
Chimnie also maps outbuildings separately from main dwellings, covers commercial property (which WhenFresh explicitly does not), and has over 150,000 consumer users whose interactions continuously validate the underlying data. For teams that want to evaluate property data without an enterprise procurement cycle, a free trial gives immediate access.
PriceHubble and Hometrack are both credible platforms for their respective specialisms. Chimnie is the option for teams that need broad, affordable, flexible property data - with planning and commercial coverage that the other two do not provide.
Conclusion
PriceHubble and Hometrack are the two heavyweight valuation and data platforms in UK property. Hometrack owns mortgage origination through two decades of lender integration and rating-agency accreditation. PriceHubble brings broader data, multi-country reach, and a technology-forward AI strategy built on acquisitions that gave it instant UK market presence.
The right choice between them depends on whether mortgage decisioning and market intelligence (Hometrack) or property attribute depth and pan-European coverage (PriceHubble) is the priority. For teams that need elements of both, or that want transparent pricing and faster access to property data including planning and commercial coverage, Chimnie merits a place on the shortlist.
