Brave new app

SOHO, a property discovery app that debuted in Australia last month, will be launched in Singapore on Monday. Disrupted speaks with founder Jonathan Lui to find out how Soho plans to take on local big names PropertyGuru and 99.co in the already-saturated property search market here.

Q: What is Soho?

A: Soho is a "LinkedIn for property", where owners can create and manage online profiles for their properties, including those they don't intend to sell or rent at that point in time.