Alex Playford is the head of Head of AI & Innovation at IMMOunited, Austria’s leading land-registry and property data provider.
He is a leading product and AI voice at the intersection of fintech and property, understanding how real AI is applied beyond the hype.
Having spent over 20 years building data-driven products across banking, e-commerce and now property.
His career spans global banking across 26 geographies for HSBC and the European landscape with N26, where he used machine learning and GenAI-powered automation to grow the bank's lending portfolio 5x. His focus is increasingly on applying GenAI and LLM-powered automation to real-world problems —
LinkedIn - www.linkedin.com/in/alexplayford
Data to Distribution: Building a Portal from Zero in the Age of AI
What 19 years of land-registry data taught a challenger about launching Austria's newest property portal
Bolting data and intelligence onto the front end is the plaster everyone is racing to find. Our story runs the other way. IMMOunited spent nineteen years as Austria's land-registry and transaction-data specialist, serving over 2,000 agencies, developers and banks — and only became a consumer-facing portal in 2026, after a planned acquisition by Scout24 was blocked. That forced sequence, data first and distribution second, turned out to be the more interesting way round to build a portal.
Gain insights on what changes when the portal is the newest part of the business rather than the oldest and being copied by the incumbents on the race for attention. Finally why data is your moat in the AI-era of discoverability that a scraped listings feed cannot match.
