The PropTech industry is highly competitive (Braesemann and Baum, 2020) and in order to succeed, Zoopla endeavours to be a “seamlessly integrated ecosystem of products and softwares” (Mintel, 2015). As Zoopla expands its products and markets to capitalise on technological advancements, challenges arise from maintaining competitive advantage and expanding customer base without diluting its purpose. Above all, the acceleration of big data fosters urgency for secure environments and Zoopla faces increased pressures to utilise the vast data it receives, while remaining a safe, ethical business in the digital world (Laudon and Laudon, 2021). 

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