Women-founded lifestyle data platform Neighbourlytics finds a home with REA

Neighbourlytics, which unpacks behavioural insights on how people use their ‘hood, has been acquired by ASX-listed REA Group.

The Melbourne analytics platform, founded in 2017 by Jessica Christiansen-Franks and Lucinda Hartley, it offers real-time lifestyle and mobility data, including foot traffic, visitor trends, lifestyle personas, top destinations and accessibility to paint an informed picture of how people live, move and connect within communities. Originally, the idea was unfurled for developers to improve their return on investment on projects.

The terms of the deal were not disclosed, but notably REA, which has seen its share price fall by around a quarter over the last three months, did not believe the acquisition was sufficiently material to inform the ASX. REA shares finished Friday down 1.33% at $195.91.

Neighbourlytics previously raised $1.3 million in a pre-Series A in late 2022.

The deal delivers an exit for Californian VC Aliavia Ventures, which backs female founders in enterprise and consumer tech companies, LaunchVic’s Alice Anderson Fund, Trawalla Group, Myer Foundation, Scale Investors and Portable.

REA executive general manager of PropTrack, Kris Matthews, flipped the original pitch, saying the acquisition will bolster community data and insights for consumers.

“Australians don’t just buy a property, they buy into a community and a lifestyle. This data will help our consumers understand more about the property and the community around it, enabling them to make more informed decisions in their property search,” she said.

“Neighbourlyics is a natural fit and I’m particularly excited to explore the integration opportunities.”

Jessica Christiansen-Franks, the Neighbourlytics CEO, said real-time data can tell you what people love about their local neighbourhoods, where they spend their time, and how people move into and around the local community.

“Neighbourlytics tells you what it’s like to live in a local area and what the local identity is. Too often local lifestyle is summarised by demographics, when it’s actually the lived experience that makes us feel connected to the places that we live,” she said.

“I’m delighted Neighbourlytics is now part of REA Group and I look forward to sharing our valuable neighbourhood insights with a broader audience.”