South African and Namibian independent property portal, MyProperty, has officially expanded into the broader African market, announcing the soft launch of MyProperty Africa. Operated by real-estate technology firm Entegral, the new platform is designed as a next-generation, agent-first portal aimed at reshaping how real estate is marketed and accessed across the continent.
The launch focuses initially on growth markets including Seychelles and Mauritius, with a mission to center transparency, fair pricing, and practical innovation in every property transaction.
An Independent Path to Innovation
Having operated for over two decades without backing from real estate groups, media companies, or financial institutions, MyProperty has cultivated a strategy of independence. This approach allows the company to prioritize the needs of agents and consumers without external pressures for short-term returns.
“Our independence allows us to stay focused on what matters – agents and consumers,” says Adriaan Grové, founder of MyProperty and Entegral. “We’re able to build transparent products, price fairly, and innovate quickly without external pressure for short-term returns.”
Tech-Driven Property Solutions
MyProperty Africa introduces a suite of modern features to enhance the user experience and empower agents. These include smarter search tools, AI-assisted features, interactive price benchmarks, richer area insights, and improved lead qualification. The platform also supports multiple languages and currencies to cater to a diverse continental market.
Entegral’s broader ecosystem supports this expansion, providing thousands of agents with critical tools for CRM, listing distribution, compliance, and transaction efficiency, all built on a scalable, modern infrastructure.
Strategic Expansion Across Africa
The expansion follows the same core principles that established MyProperty in its home markets: an agent-first marketplace model, independent governance, and transparent pricing structures. The platform commits to avoiding preferential treatment based on corporate ownership and focuses on technology designed for local market relevance.
“Africa’s property markets are growing rapidly, yet many remain underserved by fair and transparent digital platforms,” Grové notes. “Our goal is to work alongside professional agents across the continent and build a trusted marketplace together.”
As part of its rollout, MyProperty Africa is inviting estate agents and agencies in its launch countries to register and onboard their listings.
Relevance for MENA’s Proptech Scene
While focused on Sub-Saharan Africa, MyProperty’s expansion holds key insights for the MENA region’s burgeoning proptech sector. The emphasis on an “agent-first” model resonates with trends in the UAE, Saudi Arabia, and Egypt, where empowering agents with technology is seen as crucial for market efficiency.
The success of an independent portal challenges the dominance of large, corporate-backed platforms, offering a potential blueprint for MENA startups aiming to carve out a niche by focusing on transparency and agent-centric tools. Furthermore, the integration of AI, multi-currency support, and data-driven insights mirrors the technological advancements that MENA proptech companies are actively pursuing to serve their own diverse and rapidly growing markets.
About MyProperty
Founded in the early 2000s, MyProperty is an independent property portal that originated in South Africa and Namibia. Operated by real-estate technology company Entegral, the platform is built on an agent-first model, prioritizing transparency, fair pricing, and practical innovation to simplify property discovery for consumers and support professional estate agents.
Source: Zawya
