DIY disruptors divide the market: One in three agents see platforms like OpenRent as a threat

Research from Alto, the UK's most popular and fastest growing estate and lettings CRM, reveals a growing split within the UK agency market over the competitive threat posed by DIY property platforms such as OpenRent and For-Sale-By-Owner (FSBO) services.

According to the research, more than a third of agents [34%] say DIY property platforms represent a competitive threat this year.

However, the data shows this concern is far from uniform across agency sizes. While more than half of larger firms dismiss DIY platforms as "not a threat", smaller agencies and sole traders are much more divided:

• Among sole traders, 37% see DIY/FSBO platforms as a major threat.
   

• In agencies with 2–5 branches, 33% view these platforms as a threat, with 1 in 6 unsure where they fit within the industry.
   

• By contrast, larger firms consistently rank DIY platforms in the "not a threat" camp, suggesting greater confidence in their value proposition and scale.

The findings come from the Alto 2026 Agency Trends Report, which surveyed 250 estate and letting professionals across the UK late last year.

Industry observers say the divergence reflects the competitive pressures facing different parts of the market: smaller agencies, with tighter margins and fewer resources, feel the pull of low-cost tech-led alternatives more acutely, while larger firms lean on established brand footprints, integrated services and deeper customer relationships.

"Agents are no longer competing just with their neighbours, instead they're competing with algorithms, subscription models and platforms that promise simplicity and low fees," said Riccardo Iannucci-Dawson, CEO of Alto.

"From a consumer perspective, DIY platforms have appeal. They're cheap, they're fast, and they sidestep traditional fees. But the flip side is they offer less support, fewer compliance safeguards, and limited service depth - the things that matter to many landlords and sellers, especially in a complex market."

Independent data supports the perception that DIY and platform-led services have grown rapidly in recent years. According to industry analysts and market trackers, OpenRent has become one of the UK's largest lettings platforms, servicing hundreds of thousands of landlords.

Agents who view these platforms as a threat cited price pressure, reduced margins, and the ease with which landlords and sellers can now list properties without traditional intermediaries.

Others polled in Alto's research commented that DIY platforms may broaden the overall pie by engaging cost-sensitive segments who might otherwise delay or avoid using agent services altogether - a dynamic that could ultimately benefit the market if agents adapt.

Alto's findings suggest this adaptation is already underway, with many agencies investing in technology, AI and service differentiation to counteract price-based competition.

"The winners in this environment won't be those who ignore the platforms," said Iannucci-Dawson. "They'll be the firms that combine a high-quality, tech-enabled service with trust, compliance and local expertise. That's the sweet spot agents can own."

Alto 2026 Agency Trends Report explores how agencies of all shapes and sizes are preparing for change in 2026 - from staffing and compliance to technology adoption and competitive pressures.

The full report is available to download for free and offers a detailed look at the challenges and opportunities facing agents as the sector navigates a pivotal year.

Alto supports more than 33,000 UK estate and letting agents with its cloud-based CRM that streamlines operations, automates compliance, and powers growth across sales, lettings and property management.