Purplebricks revolutionised the estate agency market with its hybrid proposition when it launched in 2015 – offering customers a simpler and more affordable buying and selling experience driven by data and dedicated local property experts, not salespeople chasing big commissions.

Its market share grew considerably over the first five years, but momentum slowed. Not everyone was sold on the offer, and Purplebricks engaged us to find out what to do next.

Partnering with Purplebricks' leadership and product and technology teams, we built a robust customer-centric product strategy; designed to address the biggest obstacles to growth and expand their total addressable market.

To reinvigorate growth, we needed to understand why uptake held flat, and how to appeal to the 92% of the market who still used the high-street alternatives each year. We embedded a team of experts to lead Purplebricks through a phased approach of product discovery, consisting of regular customer and agent interviews, prototyping, and market research.

Connecting with people from across the business and at all levels – from customer support to compliance – we explored various ideas and routes to provide new value to customers. Our team identified initiatives best placed to increase the addressable market and drive customer trust in our proposition. We adopted the mindset of Purplebricks’ customers and conducted research to gain an insight into their experiences during the moments that matter.

Our research, the data we had acquired, and first-hand observations highlighted Purplebricks’ pricing model as a key limiter when it came to future growth. It was time to revolutionise the pricing model to be the market disruptor once again.

Our work with Purplebricks laid the foundations for continued growth imagining what the experience for customers should be in the future, in the moments that matter most – and showing how Purplebricks would win in those moments, by putting the customer at the heart of everything they do.

Purplebricks continues to lead in their industry as the largest estate agent brand in the country, selling more houses each year than anyone else. They're on track to realise their mission to achieve 10% market share by 2025 by being the go-to place to buy, sell or let your home.