Online property portal, OnTheMarket plc, is set to list on AIM to raise £50mln to advance the business which is already the UK's third biggest property portal.
The funds from the float, along with the existing fee revenue of the firm, are intended to be used to support a "heavy-weight" national TV, digital and print media campaign, said Agents' Mutual Limited, which operates the site.
It is seeking a valuation on listing of between £200mln and £250mln.
Launched in 2015..
The portal was launched in January 2015 to challenge the dominance of the two main operators (Rightmove and Zoopla), with about 5,700 agent branches.
"This is the beginning of a very exciting new chapter in our development," said Ian Springett, chief executive of Agents' Mutual.
"We believe that by raising capital from new investors we will substantially strengthen our market position.
"Agents provide the main property listings content and the main revenue sources for property portals.
"Our members' ownership of shares in the newly listed company will enable them to remain enfranchised, aligned and fully invested in OnTheMarket's future success."
General meeting planned..
The initial public offering will only proceed if Agents' Mutual members vote in favour of converting their existing membership into ordinary shares. A general meeting is planned for September 6.
Yesterday, it emerged that property group M7 is mulling a number of strategic initiatives, including a £300mln IPO of a portfolio of its properties.
The group is eight years old and initially focused on the UK's multi-let industrial sector - an area which is booming due to online retailers needing demand for industrial floor space.