Italy PropTech Market Overview, 2029

Commercial real estate solutions dominate the Italian PropTech sector, with more than half of the companies focusing on this segment. However, there is an obvious upswing in Residential PropTech, as evidenced by significant players such as Casavo, which provide immediate buying possibilities and streamlined processes. One distinct selling point that is gaining momentum is the emphasis on "Smart Real Estate." This concept goes beyond traditional services, incorporating smart building management, immersive experiences such as virtual tours, and delving into the metaverse by creating digital twins of buildings. These innovations transform the user experience and operational effectiveness of the real estate industry, distinguishing forward-thinking organisations in the market. Historically, the Italian real estate sector has been sluggish to adopt technological innovations. However, in recent years, there has been a noticeable shift towards digitalization, with an increase in the formation of PropTech enterprises since 2018. Milan has emerged as the epicentre of Italian PropTech, drawing businesses because of its supportive and innovative environment. This cultural shift reflects a rising recognition of the benefits that technology delivers to the real estate industry, encouraging entrepreneurs and investors to explore new opportunities and challenge conventional processes.

According to the research report “Italy PropTech Market Overview, 2029," published by Bonafide Research, the Italy PropTech Market is forecasted to add more than USD 1000 Million from 2024 to 2029. The expansion of the Italian PropTech business is driven by a number of factors, the most important of which is the demand for more efficiency and transparency in real estate transactions. This push arises from an understanding of technology's ability to streamline procedures and improve market dynamics. However, various hurdles impede the sector's expansion. These include overcoming conventional market actors' ingrained resistance to change and managing the intricacies of a fragmented market marked by regional differences. Addressing these difficulties necessitates new solutions and coordinated efforts to provide a favourable environment for PropTech innovation to thrive. While no specific rules apply to the PropTech sector in Italy, adherence to general data protection regulations, particularly the GDPR (General Data Protection Regulation), is required. PropTech companies must comply with these standards to protect consumer data and retain market trust. As the industry evolves, governments may consider tailoring rules to address growing concerns and promote responsible innovation in the PropTech landscape. Pricing tactics in the PropTech industry are quite different and depend on the individual market in issue. For example, listing platforms frequently use price models that include charges per listing or membership fees for users. In contrast, transactional platforms may charge service fees based on parameters such as property value or transaction volume. Such diverse pricing strategies reflect the multifaceted nature of the PropTech sector and respond to the unique demands and preferences of many stakeholders.

The PropTech ecosystem is fragmented, creating opportunities for creative solutions that can efficiently bridge the gap between the many industry competitors. Events like the Italian PropTech Network are effective platforms for encouraging collaboration and driving innovation in the industry. These conferences bring together a varied range of stakeholders, including entrepreneurs, investors, and professionals, to exchange ideas, build collaborations, and explore new opportunities for growth and development. Several established firms have entrenched their presence in the PropTech ecosystem, providing new solutions that serve a variety of real estate sector demands. However, the scene is constantly changing, with new entrants bringing new ideas and perspectives to the market. This steady influx of creative firms adds to the overall energy and progress of the PropTech industry. Significant breakthroughs in the PropTech area occurred between 2021 and 2023, highlighting its growing relevance and potential. A key landmark was a company’s successful €400 million Series D investment round in 2022, which not only demonstrated investor trust in the Italian PropTech sector but also provided significant resources for the company's growth and innovation activities. Furthermore, the continual increase in the number of PropTech companies throughout this time period emphasises the sector's energy and appeal, as entrepreneurs and investors alike see the tremendous prospects inherent in using technology to alter the real estate industry.

When compared to its equivalents in Northern Europe, the Italian PropTech market is still in its early stages. While Scandinavia has made significant advances in property technology, Italy is only now beginning to realise its full potential. Despite its early stages, the Italian market has enormous development potential, thanks to a mix of regionally specific features. PropTech differs from traditional industries in one major way: it does not rely on actual raw materials. Unlike industries like manufacturing and agriculture, which rely significantly on raw materials, PropTech functions exclusively in the digital domain. This trait makes raw material availability irrelevant to the industry's growth and development. Instead, the success of PropTech in Italy depends on technological infrastructure, regulatory frameworks, and market demand. The COVID-19 epidemic has created enormous hurdles across multiple sectors, but its impact on the PropTech business has been rather different. In contrast to many traditional businesses that were disrupted by lockdowns and limitations, PropTech companies found themselves in a position to provide solutions customised to the new normal. The pandemic served as a catalyst, hastening the adoption of digital technologies in the real estate industry. As social distancing techniques and remote employment became more common, the need for virtual property viewings, online transaction platforms, and property management software increased. Thus, rather than impeding expansion, the COVID-19 situation fueled the demand for digital solutions in the PropTech scene.

In the dynamic landscape of the proptech market, categorization plays a crucial role in understanding the diverse array of solutions and services tailored to the real estate industry's evolving needs. The segmentation of the proptech market unveils distinct trends and areas of growth, each catering to specific aspects of real estate management, operation, and investment. One key segmentation criterion lies in the solution types offered within the proptech ecosystem. Software solutions constitute a significant segment, encompassing a plethora of technology-driven tools and platforms. These solutions address various challenges across the real estate lifecycle, including property management, leasing, tenant engagement, analytics, and digital marketing. Complementing software solutions are service-based offerings, providing tailored solutions to enhance operational efficiency and tenant experiences through property management software, smart building technologies, and other digital tools. Another pivotal segmentation dimension is deployment, with cloud and on-premise models representing distinct approaches to delivering proptech solutions. Cloud deployment, characterised by remote access over the internet, offers scalability, flexibility, and cost-effectiveness compared to traditional on-premise solutions installed and operated locally within organisations or properties.

Further delineating the proptech market is the categorization based on property types. Residential solutions target the management, sale, rental, and purchase of residential properties, offering tools for property listings, virtual tours, tenant screening, and home buying processes. On the other hand, commercial solutions cater to properties used for business purposes, such as office buildings, retail spaces, and industrial properties, aiming to optimise efficiency and management through technology. End-users form yet another crucial segment, comprising real estate agents, housing associations, property investors, and other stakeholders. Real estate agents leverage technology to streamline operations and enhance client interactions, while housing associations utilise proptech solutions to manage properties and improve overall efficiency. Property investors employ proptech tools to optimise property performance, streamline management, and make informed investment decisions. The category of "Others" encompasses smaller mortgage lenders, property developers, and specialised stakeholders utilising proptech products or services in their operations. In summary, the proptech market's categorization into solution types, deployment models, property types, and end-users offers valuable insights into the diverse ecosystem of technological innovations shaping the real estate industry. Each segment presents unique opportunities for innovation, growth, and collaboration, driving forward the digital transformation of the real estate sector.

Considered in this report
• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• PropTech market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Solution
• Software
• Service

By Deployment
• Cloud
• On-premise

By Property Type
• Residential
• Commercial

By End-user
• Real Estate Agents
• Housing Associations
• Property Investors
• Others (Mortgage Lenders and others)

The approach of the report:
This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the PropTech industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.

Make this report your own

Have queries/questions regarding a report

Take advantage of intelligence tailored to your business objective

Ask an Expert

Manmayi Raval

Research Consultant

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now