Colombian unicorn Habi (known in Mexico as Tuhabi), which specializes in the sale of used homes in Latin America, has acquired Mexican proptech Pulppo, founded in 2022 by Agustín Iglesias and Mathias Gath. The goal of the purchase, whose amount was not disclosed, is to “accelerate the construction of a more efficient, secure, and professional real estate ecosystem in Mexico, driven by data and technology,” the startup said in a statement.
“The total aggregate transaction volume of Tuhabi and Pulppo reached US$1 billion in 2025,” Sebastián Noguera, co-founder and president of Tuhabi, told Contxto in response to the question of how big this move is within the Latin American proptech scene.
The proptech company specified that Pulppo—which works with real estate agencies and advisors in Mexico and other markets in the region—brings to this operation a network of 100 real estate agencies, 800 brokers, and a technology platform designed to operate and scale the real estate business.
The union between Tuhabi and Pulppo connects complementary capabilities throughout the real estate process. Tuhabi explained to Contxto that Pulppo will continue to operate as an open platform, focused on brokers and real estate agencies, while Tuhabi contributes liquidity, data, and financial capabilities. “There is no plan to unify brands, as the value lies in enhancing what each company does best.”
“This integration comes very naturally within what we want to do at Tuhabi: to make buying and selling homes simpler and work better for people. Mexico is a market with enormous opportunity to reduce friction and professionalize the real estate experience, and this operation goes in that direction,” Noguera said in the acquisition announcement.
What will the merger between Tuhabi and Pulppo look like?
Pulppo, which was accelerated by Y Combinator, will continue to operate as an independent brand and platform, maintaining its team, business model, and current relationships. Its founders will continue to lead the strategy, working closely with the Tuhabi team to drive growth and maximize the platform’s impact.
“Pulppo will maintain its identity. The difference is that we are now part of the Tuhabi ecosystem so as to expand our capabilities and the scope of what we offer,” said Agustín Iglesias, co-founder of Pulppo.
“In the last two years, we have grown 3.5 times, and in 2025 alone, we sold US$215 million in properties, which demonstrates the strength of the model we have built. This operation allows us to add more tools, more information, and new opportunities, while maintaining our close relationship with real estate agencies and advisors and the way we have built Pulppo from the beginning,” added Iglesias.
Sebastián Noguera added that Pulppo has managed to build distribution channels in the region. In its home country, Colombia, the Mexican startup operates alongside Tu360Inmobiliario. “This relationship remains unchanged and will continue to be a key strategic alliance for Pulppo’s development in the country,” he told Contxto.
In short, this operation is part of Tuhabi’s strategic vision for 2030, which includes significant investments in growth, product expansion, advances in artificial intelligence, and talent development, with the aspiration of achieving a share of close to 20% of used home transactions in the markets where it operates, thus contributing to a more efficient, transparent, and accessible real estate market in the region.
“We firmly believe that the value of this transaction is greater than the sum of its parts. We are excited to work alongside the Pulppo team and learn from the experience they have built in the region,” said Brynne McNulty Rojas, co-founder and CEO of Tuhabi, in a statement.
Add a comment
