Background on Tuhabi and its Relevance
Tuhabi, a prominent proptech company in Mexico, has announced the acquisition of Pulppo to strengthen its position in the used home market. This strategic move aims to create a data-driven real estate ecosystem that will accelerate growth in Mexico’s secondary housing sector.
The Growing Importance of the Used Home Market
According to data from the Sociedad Hipotecaria Federal (SHF), the secondary housing market accounted for 63.3% of credit transactions in Mexico’s real estate sector between January and June 2025. The housing shortage, coupled with a slowdown in new home construction, has increased the significance of this segment within real estate transactions.
Sebastián Noguera, co-founder and president of Tuhabi, highlighted the growing importance of the used home market: “There aren’t enough houses for the number of people wanting to buy, and developing new homes in major Mexican cities has become increasingly difficult. This makes the used market more influential.”
Pulppo’s Assets and Strategic Fit
Pulppo brings a network of 100 real estate agencies, 800 brokers, and a platform designed for scalable real estate business operations to the table. This acquisition aligns with Tuhabi’s long-term strategy, which includes investments in growth and advancements in artificial intelligence to capture nearly 20% of Mexico’s housing transactions by 2030.
Overcoming Market Barriers
Despite the dynamism of the used home market, there are structural barriers to its sale, such as a lack of knowledge about legal procedures and the complexity of accessing home loans.
Tuhabi and Pulppo, as proptech companies, see potential in addressing these challenges. Noguera emphasized their vision: “We view the used home market as the primary growth driver for the real estate sector. As we simplify processes, improve credit access, and connect agents with clients, we will see greater market expansion.”
Tuhabi aims to provide liquidity, market information, and operational scale, while Pulppo will bolster the sales front with an open platform focused on productivity and agent support, without exclusivity schemes.
Pulppo’s Continued Independence
Agustín Iglesias, Pulppo’s co-founder, assured that the company will remain an independent brand and platform under its founders’ leadership. In the past two years, Pulppo has grown 3.5 times and generated $215 million in property sales in 2025 alone.
Key Questions and Answers
- What is Tuhabi? Tuhabi is a proptech company focused on the Mexican real estate market, known for its growth and investments in artificial intelligence.
- Why is the used home market important? The housing shortage and slow new construction growth have increased the used home market’s significance in Mexico’s real estate sector.
- What does Tuhabi aim to achieve with the Pulppo acquisition? Tuhabi seeks to create a data-driven real estate ecosystem, simplify processes, and improve credit access in the used home market.
- How will Pulppo contribute to Tuhabi’s goals? Pulppo will reinforce Tuhabi’s sales efforts with a productive, agent-focused platform without exclusivity schemes.
- What is Pulppo’s future under Tuhabi? Pulppo will maintain its independence as a brand and platform, led by its founders, while benefiting from Tuhabi’s resources and expertise.
