Name: David Alia
Title: Chief Product and Technology Officer
Company: PropHero
Commenced role: May 2022
Reporting line: Founder
Member of the executive team: Yes
Technology Function: 21 staff, eight direct reports
 
 
PropHero, founded in 2021, aims to become a one-stop-shop for property wealth management by leveraging cutting-edge data and AI technologies to simplify the property investment process. Under the leadership of chief technology officer David Alia, PropHero has evolved from a concept to a comprehensive platform that enables users to create and manage high-return, low-risk property portfolios.
 
Alia’s journey with PropHero began in an unconventional way. Before joining the company, he was the CEO of an IT consulting firm in APAC, which was acquired by Accenture in 2019. As a client of PropHero, Alia saw both the innovative potential and areas where the user experience could be significantly improved. His candid feedback caught the attention of PropHero’s leadership team, who recognised his capability and poached him to become CPTO. From the outset, Alia made an impact, shaping PropHero’s technology and product strategy.
 
PropHero’s app, which launched its first version in June 2022, is at the heart of its success. The app allows investors to track and manage their property investments from anywhere in the world, providing transparency and control over portfolios. In early 2024, the app’s second version was introduced, incorporating a suite of new features designed to enhance the user experience and open up opportunities for both investors and industry service providers.
 
Alia and his technology team have been laser-focused on driving innovation in several key areas. The app’s data-driven strategic investment features give users access to insights from over 200 million data points, helping them pinpoint high-potential properties in Australia and Spain. On average, according to Alia, PropHero clients see 170 per cent growth in their investments, translating to around $120,000 in capital gains per year for Australian properties.
 
One of the standout features of the app is its predictive AI models, which match property investment deals to individual client strategies. Users can also integrate with ecosystem partners, such as solicitors, brokers, property managers, insurance providers, and renovation services, directly through the app. This seamless integration eliminates the need for email communication, streamlining the investment process and generating more than $5,000 in monthly recurring revenue (MRR) within the first month of launch.
 
According to the company, PropHero’s app is used by 4,000 clients across 33 countries, managing over $1 billion in assets. Its AI-driven recommendation engine suggests the next best course of action for investors, and soon, PropHero will integrate generative AI to offer even more comprehensive wealth strategy advisory services.
 
Alia’s leadership has been instrumental in the development of PropHero’s ecosystem. His background, particularly his two years at Mirakl, a leading marketplace SaaS company, gave him the expertise to propose a vision of PropHero as a “real estate private banker.” By using advanced technology, PropHero aims to provide personalised, scalable solutions to clients, democratising property wealth management.
 
Alia has also emphasised the importance of sustainability in PropHero’s product offerings. Under his guidance, the company introduced a climate risk score, making it the first platform in Australia to incorporate this feature into property analysis. By assessing the sustainability of each property, including insulation quality and energy consumption, PropHero empowers investors to make environmentally informed decisions. Inspired by his home country, France, where properties are rated based on sustainability, Alia is working towards bringing similar standards to Australia.
 
Supportive work culture
 
Alia has fostered an inclusive and supportive work culture at PropHero. He has implemented several initiatives aimed at employee engagement and personal development. Weekly or fortnightly one-on-one meetings (O3s) provide employees with dedicated time to discuss their projects, feedback, and personal growth. Collaborative goal-setting ensures that all team members are aligned and working towards common objectives. Monthly Brown Bag Lunches (BBLs) offer an informal space for employees from different departments to come together and share ideas.
 
Inclusivity is a core value at PropHero, and Alia has made efforts to ensure that it is reflected in both the company’s culture and its products. The PropHero team is composed of members from six different countries, practising four different religions, with a high percentage of women in the workforce. Regular cultural meetings celebrate this diversity, while Alia travels twice a year to visit team members in different locations, including Melbourne, Spain, Indonesia, and the Philippines.
 
Inclusivity also extends to product design. The app features illustrations representing various genders, nationalities, and backgrounds to ensure that PropHero’s diverse user base feels represented and valued. Additionally, PropHero measures employee satisfaction through quarterly eNPS surveys, with Alia’s product and tech team consistently ranking highest in the company.
 
Alia has also introduced agile and lean methodologies to PropHero’s work culture, organising the team into squads that operate in fortnightly sprints. This dynamic environment fosters continuous learning and adaptation, allowing PropHero to deliver product improvements rapidly. The principle of “beg for pardon rather than ask for permission” encourages autonomy and decision-making within the team, empowering individuals to lead initiatives, make mistakes, and learn through disciplined techniques such as post-mortems and the “5 whys” analysis.
 
Looking to the future, Alia and his team continue to upgrade PropHero’s app, ensuring it meets the demands of a growing global market. Through partnerships with industry leaders like AWS and Google, they are incorporating generative AI tools that will further enhance the platform’s capabilities.