Habi Acquires Pulppo to Expand Its Residential Real Estate Technology Platform in LatAm

Pulppo has become a key player in the digital transformation of residential real estate in Latin America. Its recent acquisition by proptech platform Habi marks a strategic move to expand technology-driven real estate services and strengthen one of the region’s largest integrated housing ecosystems.

The transaction brings together Pulppo’s broker-focused technology with Habi’s liquidity platform, mortgage origination capabilities, and extensive real estate data infrastructure, further consolidating their presence across Spanish-speaking Latin America.

Expanding an Integrated Real Estate Platform

With the acquisition, Habi reinforces its position as one of the largest residential real estate technology platforms in the region. Together, the two companies facilitated approximately US$1 billion in residential property transactions in 2025, highlighting their growing impact on the housing market.

Pulppo has developed a cloud-based platform powered by artificial intelligence that supports more than 100 real estate brokerage firms, a network of over 1,500 brokers, and more than 150,000 clients across Mexico, Colombia, and Argentina. The technology is designed to simplify brokerage operations by integrating tools for marketing, client management, analytics, and transaction workflows.

The platform has also positioned itself as a technological layer for financial institutions. Through its white-label solution, banks can integrate real estate services directly into their customer experience, allowing users to buy or sell homes through a seamless digital process connected to mortgage products.

Combining Technology, Liquidity, and Data

By integrating Pulppo’s brokerage operating system with Habi’s broader infrastructure, the combined company aims to create a more comprehensive ecosystem for residential transactions. Habi contributes its liquidity platform, mortgage origination capabilities, and a proprietary database containing more than one billion data points related to the housing market.

“This acquisition accelerates our strategy to build a more transparent, efficient, and scalable housing marketplace across Latin America,” said Brynne McNulty Rojas, co-founder and CEO of Habi. “Pulppo has built a leading technology platform for brokers. By combining our liquidity, data infrastructure, and financial products with their operating system for brokerages, we are strengthening the foundation of the residential transaction lifecycle.”

Today we announce that Pulppo was acquired by Habi! A few months Pete Koomen (one of our partners at Y Combinator) advised us to always do what would create the most value to our community, so… | Matias Gath | 44 comments

Today we announce that Pulppo was acquired by Habi! A few months Pete Koomen (one of our partners at Y Combinator) advised us to always do what would create the most value to our community, so that’s what we did. With Agustin Iglesias we set out to simplify the lives of real estate agents in LATAM, helping them to provide the best buying experience. But while we had built an end-to-end set of tools that was achieving that experience, we still hadn’t provided them with all the solutions their customers needed. Habi gives us the power to provide those solutions right away. From data to financial services, Habi is equipped with everything we were missing to provide everything a real estate agent can dream of. We now keep building and growing. I am excited to work alongside Brynne McNulty Rojas and Sebastian Noguera Escallon to create the most robust real estate ecosystem in LATAM to make that vision come true. Thanks for everyone for the support over the years, we are just getting started 🐙 🚀 | 44 comments on LinkedIn

LinkedInMatias Gath

Pulppo’s Growth and Market Expansion

Pulppo has experienced rapid growth in recent years. In 2025 alone, the platform facilitated more than US$215 million in residential transactions and increased its sales 3.5 times over the past two years, reflecting rising demand for digital tools in the real estate sector.

The company was founded by Matías Gath and Agustín Iglesias, both alumni of Y Combinator. Following the acquisition, the founders will continue to lead Pulppo’s operations within Habi, ensuring continuity for brokerage partners while advancing the development of new technologies and artificial intelligence capabilities.

“Joining Habi enables us to scale our platform significantly faster,” said Agustín Iglesias, co-founder of Pulppo. “Together, we are equipping brokers with data, automation, and integrated financing solutions that remove friction from one of the most complex transactions consumers face.”

Targeting a US$6 Trillion Residential Market

The acquisition aligns with Habi’s long-term strategy to expand across Latin America’s residential real estate market, which is estimated to be worth approximately US$6 trillion. Despite its size, the sector remains highly fragmented and continues to face limited digital infrastructure.

By combining Pulppo’s brokerage technology with its own financial and data capabilities, Habi aims to accelerate the modernization of real estate transactions across the region, making the home buying and selling process more efficient for brokers, financial institutions, and consumers alike.