PropTech Leader Highlights Need for Integration as Customers Ignore Industry Silos

Written by:

Rudi Davis

Date:

29 Sep 2025

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The real estate industry’s traditional separation into distinct service silos is fundamentally misaligned with customer needs, according to one industry leader who sees recent market consolidation as validation of a more integrated approach.

“When you say industry, when people think in terms of, there’s a mortgage industry, there’s a real estate industry… they’re all industries, and yet it’s the same customer, the same home,” says Naren Nath, CEO of Finaya, highlighting what he sees as an artificial division in homeownership services.

Market Forces Driving Integration

Recent market movements suggest major players are recognizing this disconnect. “In the last 12 months, there’s a market movement in that Rocket Mortgage acquired Redfin. They acquired Mr. Cooper,” Nath says, pointing to these acquisitions as evidence of an industry-wide shift toward integration.

However, Nath argues that simply acquiring different pieces of the homeownership puzzle doesn’t necessarily solve the underlying fragmentation problem. The challenge, he suggests, lies in truly integrating these services in a way that makes sense for customers.

The Data Dissipation Problem

One of the key issues Nath identifies is how customer information is handled across these industry silos. “For every transaction, a whole bunch of data has to be collected, documents have to be collected, and once the transaction is done, it’s all dissipated, and you go back to no information about the customer until 13 years later, when it’s time for the next transaction,” he explains.

This approach not only creates inefficiencies but also misses opportunities to better serve homeowners throughout their journey, according to Nath.

The Marketplace Solution

Nath advocates for a marketplace model that brings together various homeownership services under one platform. “We want to just build a really, really good marketplace, much like some of our inspiration, we draw from Amazon and Booking and other marketplaces,” he says.

This approach, he argues, could help address what he sees as a fundamental market gap: “The equivalent of an Amazon or a Booking.com or Netflix or Uber or Google, or basically this overall customer-facing marketplace that makes the industry most efficient is missing.”

Looking Forward

While the industry appears to be moving toward greater integration through mergers and acquisitions, Nath suggests the real solution may require rethinking how homeownership services are structured from the ground up.

“There are about 4 million homes being bought and sold right now in a down market, up market is more like 6 million, but there are 86 million homeowners,” Nath notes, highlighting the potential for serving homeowners beyond just transaction moments.