IDENTIKIT OF PROPTECH PLAYERS FROM ITALY TO FINLAND: UNDERSTANDING THE REAL ESTATE EVOLUTION

In the past five to ten years the real estate sector has been facing the beginning of an evolution, mainly due to the introduction of digital technologies. These are embedded into a variety of products, are modifying traditional processes, and are shaping new cultural approaches to managing buildings and the built environment. This phenomenon is commonly defined as ‘PropTech’, because it merges property and technology. However, this term still lacks a proper definition. It includes a wide range of companies, from start-ups to major real estate players. It embraces a vast array of building types, from residential to commercial and industrial. Furthermore, it comprehends a broad selection of industries, from legal to construction. Due to the newness of PropTech, theoretical studies are still scant. Especially, a quantification and qualification of the different companies that work in the PropTech sector does not exist yet. Many PropTech maps are available for different countries, but the criteria to include or exclude companies from these maps remain fuzzy and unclear. Methods for PropTech scouting are mainly based on a roll-your-snowball approach. A better understanding of the nature and main activities of these companies could support: (i) more precise definition of PropTech; (ii) analysis of trends; and (iii) development of policies and measures to support this new-born sector. The goal of this paper is to provide an exploratory study on PropTech players. This will compare players in two different European countries: Italy and Finland. Extensive lists of Italian and Finnish PropTech companies will be searched on multiple databases (e.g. UNISSUU, Orbis, CBInsights), in order to build a comprehensive picture of the sector in the two countries. Data elaboration will attempt to explain the differences in categorization/terminology between the countries. This can enable to identify inclusion and exclusion criteria in existing PropTech maps. The Italian and Finnish PropTech players will be compared, to shed light on country-specifics including business characteristics and ecosystems around PropTech. In conclusion, the paper proposes an identikit of PropTech players that can support the elaboration of a taxonomy and proper definition of this promising sector.