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Published by Online Marketplaces Group
The Online Marketplaces team delve into the online real estate marketplace industry as well as the broader world of PropTech surrounding it. We bring you news, views and interviews from the industry as well as our own team's analysis of current events and trends.
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Maxim Bours co-founded Huispedia in 2018, after he and co-founder Ramon, both then working in IT at KLM, each tried to buy a house and found a Dutch market where listings were well served but decision-making was not. Eight years on, the company calls itself a data intelligence platform rather than a portal. It carries agents' listings for free, takes no advertising money from agents, and charges consumers a subscription instead. That model is why it can do something almost no listings site does. Huispedia sits on the buyer's side. It tells people when an asking price has been set deliberately low as a bidding tactic, and its coach will advise you not to view a house, or not to bid at all. Ed has been arguing for months that portals need to move towards the buyer. Huispedia is already there, and this conversation is about what that costs and what it makes possible. Simon Baker works through the mechanics: where the listings come from, how an automated valuation model builds a flywheel the way Zillow and Zoopla once did, what churn looks like when a buyer becomes an owner, and why a portal whose revenue depends on selling leads to agents cannot follow Huispedia without biting the hand that feeds it. Chapters: 00:00 Intro 01:43 Founding Huispedia in 2018 03:32 What makes the Dutch housing market an outlier 05:54 Free listings, subscriptions and why Huispedia isn't a portal 07:59 Inside Huispedia Plus and the personal coach 12:01 Where the listings come from, and the valuation flywheel 18:27 Renovation scenarios and the data they unlock 21:34 What Huispedia does with the data it collects 25:18 Freemium conversion and hitting the paywall 27:15 Churn when a buyer becomes an owner 31:49 Why aren't Dutch agents complaining? 36:24 Should portals become independent buyer advisers? 39:47 Why lead-generation portals can't follow 43:44 Lessons from eight years on the buyer's side
In this week's news roundup, regulators and courts take centre stage: REA Group settles with the ACCC, a Chicago judge hands MRED and Compass a win over Zillow, Hemnet's activist investors reshape the board and pause the buyback, and Schibsted appears to be lining up to take on its own former marketplaces business in Norway. Chapters: 00:00 Intro 01:34 REA Group Signs ACCC Undertaking Over Listing Clauses 13:38 Are Regulators Cracking Down On Portal Pricing? 17:39 Zillow Loses Injunction Bid Against MRED & Compass 23:35 Who Portals Really Serve: Buyers & Sellers 29:54 Hemnet Pauses Buyback After Board Shake-up 33:20 Why Hemnet's New Board Went Local 38:03 Can Hemnet's Share Price Recover? 40:20 Schibsted Media, Polaris & Amedia Team Up To Take On Finn 48:00 Vend At PPW Madrid & Wrap REA Group Vs ACCC On 14 September Australia's competition regulator accepted a court enforceable undertaking from REA Group over contract terms that, between 2013 and 2025, required or rewarded agencies for listing all or most of their properties on realestate.com.au. From 1 January 2027 agencies can move at least 25% of eligible listings to cheaper tiers, and the undertaking runs for three years. REA stressed there was no finding of wrongdoing. Simon explains why agents such as BresicWhitney want to hold listings back for their own sites, why this is marketing fuel for CoStar-owned Domain, and why rising portal costs against falling sales volumes mean regulators from Switzerland to Sweden and Spain are taking a closer look. Zillow Vs MRED A US judge has refused Zillow a preliminary injunction in its Sherman Act case against Chicago MLS MRED and Compass, and ended the temporary order that restored Zillow's listings feed. In the court's words, transparency is not, standing alone, a goal of the antitrust laws, and opacity is not an anticompetitive effect. Harvey read all 54 pages so you don't have to (selected quotes are on onlinemarketplaces.com), and Simon takes it back to basics: the buyer and the seller are the only essential parties, and a portal that loses listings loses relevance. Hemnet Vs Buyback An extraordinary general meeting called by Vor Capital and Sprints Capital replaced most of Hemnet's board, with former REA and Rightmove executives making way for directors with deep Swedish market experience. The share buyback has been paused, with around SEK 189m already spent, as Hemnet enters what it calls a transformative phase. Simon, who has sat on boards on both sides of that debate, explains why local knowledge wins, why an 80% share price fall will take many quarters to recover from, and why "transformative" probably means an acquisition. Schibsted Vs Schibsted?! Schibsted Media, Polaris and Amedia have formed an equal three-way joint venture that looks set to take on Vend's Finn in Norwegian classifieds. Simon on why starting from zero against a dominant number one is so hard, the three-headed dog problem of media joint ventures, and why Vend should keep an eye on it without letting it become an anchor. The PPW Conference is in Madrid from 28 to 30 October. Get your tickets at ppweurope.com. Presented by: • Edmund Keith: https://www.linkedin.com/in/edmund-keith/ • Harvey Hancock: https://www.linkedin.com/in/harvey-hancock/ • Simon Baker: https://www.linkedin.com/in/stbaker/
Simon Baker and Harvey Hancock are joined by Christian Schwarz Lausten, founder and CEO at Landfolk, for a peek behind the curtain of an increasingly AI-first vacation rentals marketplace that has expanded from its native Nordics into Europe, including a proprietary AI intelligence layer called PAX... 00:00 intros 00:54 What is Landfolk? 07:25 Context, Business model and monetisation 13:31 Awareness, engagement, and bookings for the properties? 20:20 AI at Landfolk, and introducing PAX 24:42 AI goosebumps and AI Trustability 34:18 Christian's question for Simon
In this week's news roundup, Zoopla breaks cover with a full set of FY2025 numbers, and that sets up a longer argument about the cheapest growth lever in the portal business: the story you tell about yourself. Chapters:00:00 Intro00:48 Zoopla Publishes Its FY2025 Financials11:56 Will Silver Lake Sell Zoopla, And To Whom?14:32 The Perception & Narrative Lever18:26 When Number Two Actually Overtakes Number One23:24 Inside The Claims Ledger: 19,300 Portal Claims32:11 Simon On Making Claims As A Portal CEO39:25 PPW Madrid Preview Zoopla Opens The BooksZoopla is no longer a public company and does not have to tell anyone anything, but it sent the market a press release anyway. Revenue of £83.2m for FY2025, down 1% year on year. Profit of £20.7m at a 16% margin. Homeowners tracking a property on the site up 39% to more than six million, and Prospect Plus seller leads converting to listings at 43%. What it did not disclose was agent or customer numbers, which is what the UK trade press led on. Simon reads a decade of roughly flat revenue as the honest picture of life as number two to Rightmove, and reckons the release is Silver Lake, eight years and around £2bn in, telling the market it is profitable and open to offers. His guess on the buyer: another PE firm rather than CoStar, Idealista or REA Group. The Narrative Growth LeverPaul Whitehead's comments to Harvey about customer perception set up the bigger question. Of the levers a portal CEO can actually pull, listings are hardest to move, traffic and product cost real money, and product has never once decided market leadership. Simon half agrees, and offers the two cases where number one genuinely fell: Casa losing Italy to Immobiliare, and Realtor.com losing the US to Zillow's Zestimate. Both needed the leader to slip at the same moment the challenger did something unusual. Claims Nobody Is CheckingWith 19,300 portal claims now in the OMP claims ledger, the question becomes who makes claims and why. Simon splits it four ways, leaders against attackers and listed against unlisted, and explains why he refused to make forward financial claims as a CEO, how survey-backed marketing claims really get made, and what to make of REA Group's disputed nine out of ten line. PPW Madrid PreviewThe conference runs 28 to 30 October. Around 300 of 500 places are already gone, Malcolm Myers and Mike DelPrete are on the strategic track, and more headline portal speakers are still to be announced. Tickets at ppweurope.com. Presented by:• Edmund Keith: https://www.linkedin.com/in/edmund-keith/• Simon Baker: https://www.linkedin.com/in/stbaker/
Hi everyone - we have reuploaded our interview with Mike as there was an audio dropout in the original episode. Sorry for this - it sounded great during recording and editing! Harvey Hancock is joined by Mike DelPrete and Simon Baker to unpack the war on portals. 00:00 - intros 00:52 - Mike's Madrid preview 04:12 - The FTC's settlement with Zillow and Redfin 07:19 - Why Rocket’s ownership of Redfin makes rentals strategically valuable 09:01 - The “war on portals” and why portal pricing is under attack 12:02 - Industry-wide self-inflicted wounds 19:44 - Are mature portal businesses losing their entrepreneurial muscle? 25:16 - Why unique inventory matters most 38:24 - OutrosGet your tickets to PPW Madrid here! https://www.eventbrite.com.au/e/ppw-e...
Harvey Hancock is joined by Mike DelPrete and Simon Baker to unpack the war on portals. 00:00 - intros 00:52 - Mike's Madrid preview 04:12 - The FTC's settlement with Zillow and Redfin 07:19 - Why Rocket’s ownership of Redfin makes rentals strategically valuable 09:01 - The “war on portals” and why portal pricing is under attack 12:02 - Industry-wide self-inflicted wounds 19:44 - Are mature portal businesses losing their entrepreneurial muscle? 25:16 - Why unique inventory matters most 38:24 - Outros
In this week's news roundup, Ed, Harvey and Simon look at a portal share price recovery that's outpacing the market, the escalating Compass–StreetEasy standoff in New York, and Silver Lake's sale of Hometrack to Providence Equity Partners.Chapters:00:00 Intro01:00 Portal Share Prices Bounce Back13:43 Compass vs StreetEasy: The New York Standoff23:48 Silver Lake Sells Hometrack to ProvidencePortal Share Prices Bounce BackA composite of eight listed portals — Rightmove, REA Group, Scout24, Hemnet, CoStar, Zillow, Baltic Classifieds Group and Swiss Marketplace Group — appears to have bottomed out in mid-June 2026. Off that low the composite is up roughly 18%, with the median portal rising about 12% over three months against 2–5% for the benchmarks. The rebound is uneven: Hemnet and SMG around 29%, KE Holdings 26%, REA 22%, Rightmove 20%, Scout24 20%, CoStar 13%. Portals are still around 42% below where they were a year ago, while the S&P and FTSE sit at or near record highs. Simon's read: the sell-off had less to do with portal fundamentals than with capital rotating into AI stocks and a fear that LLMs would route around portals — while the businesses themselves kept posting strong numbers.Compass vs StreetEasy: The New York StandoffStreetEasy, Zillow's New York portal, has capped how many new agents can join its Experts programme from any brokerage already holding 20% of its user base — a threshold only Compass and its subsidiaries (Anywhere, Corcoran, Sotheby's, Coldwell Banker) meet. It follows Compass's autumn 2026 marketing playbook, whose first suggestion to agents was to delist from StreetEasy. With Compass controlling an estimated 80% of Manhattan listings by one study, Simon frames this as a battle over unique listings and a genuine existential question for StreetEasy — and asks whether the tit-for-tat response is for StreetEasy to become a brokerage itself.Silver Lake Sells Hometrack to ProvidenceHometrack, the AVM business inside Silver Lake's Houseful, is being acquired by Providence Equity Partners. Harvey's original read was that this signals Silver Lake gearing up to sell Zoopla; Ed's is that a data engine is now an easier asset to sell than a consumer-facing portal. Simon — a Hometrack director twenty years ago — explains why it's so defensible: decades of UK housing data, an AVM used by 16 of the 20 largest UK lenders, and a repeat-revenue model around quarterly loan-book revaluation that took the cost of a valuation from roughly £200 to £20. He's unconvinced a portal group loses much by selling it, and explains why putting an estimate next to an agent's asking price is a problem of its own.PPW Europe runs 28–30 October — https://ppweurope.comPresented by:• Edmund Keith — https://www.linkedin.com/in/edmund-keith/• Harvey Hancock — https://www.linkedin.com/in/harvey-hancock/• Simon Baker — https://www.linkedin.com/in/stbaker/
Harvey speaks with Rita Goh from Property Guru about the company’s “Moving Out” micro-drama campaign, a social-first marketing experiment that went viral in Singapore, and beyond! 0:00 Intros1:46 Property Guru context 3:34 What is this social first marketing strategy? 5:40 Moving Out in context 18:04 Storyboarding and Creative 22:19 Anonymous Vs Branded content 26:26 Gen Z demands and activities 31:07 Advice to other Marketers and other topics
Harvey joins Simon for a fast-moving news roundup covering Idealista’s planned expansion into France, Zillow’s FTC settlement over its Redfin rentals deal, and results from KE Holdings and Swiss Marketplace Group. We discuss strategy, market structure, cross-border expansion, and where portals may need to evolve beyond pure advertising to stay relevant. 00:00 - Introduction and the news roundup format 00:53 - Idealista’s France expansion and the market context 16:28 - Zillow’s FTC settlement and the Redfin rentals deal 22:34 - Czech Republic and Bezrealitky 30:03 - KE Holdings Q2 34:54 - Swiss Marketplace Group interim report and market reaction 44:41 - Wrap-up
Simon and Harvey get together for a roundup of this week's news stories, including Silver Lake's Housetrack divestment, new data on Redfin and Boneo, and a long conversation about international expansions. 0:00 sponsor messages and intros 1:04 Silver Lake and Hometrack 12:09 Redfin and Boneo 26:00 International Expansions
Simon and Harvey catch up on some financial results around the world, with some adjacent conversations including traffic, hirings, amortization, LLM traffic, legislation changes, going public, and more... 0:00 Intros and PPW Europe update 3:00 Rightmove HY 2026 results 11:30 Scout24 H1 and Q2 2026 19:25 REA Group FY2026 results 31:00 Idealista FY2025 results 42:00 Square Yards Q1 2027
Harvey Hancock and Simon Baker break down the latest US portal results from Zillow and CoStar Group. 00:00 Intros 06:13 Zillow’s Q2 results and wider context 09:57 Zillow layoffs and the AI efficiency question 15:16 Realtor.com, Redfin, and the broader traffic trend 19:32 Turning tire kickers into qualified prospects 20:07 AI assistants as qualification and nurture tools 23:36 CoStar Group, Homes.com, and revenue mix 38:39 Depth advertising at Homes.com 43:11 Final conference reminder
Ed Keith is joined by Esteve Castells — former Head of SEO at Adevinta and founder of AI search visibility platform LLM Pulse — to work through what generative search actually means for real estate marketplaces. Chapters: 00:00 Intro 01:53 From Adevinta's global SEO lead to founding LLM Pulse 04:01 What running SEO across a portfolio that size was really like 05:59 Evangelising SEO inside a business that didn't believe in it 09:32 How LLM Pulse started, and what it does now 11:55 Executives vs operators: who's actually taking AI search seriously 13:10 Will portals lose the search phase to LLMs? 16:58 The strategic case for — and against — building ChatGPT apps 22:23 Real estate vs other verticals, and the unique inventory problem 26:15 Domain authority is out. What replaces it? 29:26 Why 96% of what an LLM sees about your niche is other brands 33:54 Scraped listings, attribution, and whether to block AI crawlers 37:38 Will ChatGPT pick a favoured marketplace in each country? 41:54 Ed's theory: portals will lose the consideration phase 45:00 What portals can actually do about disintermediation The evangelist's job never really ends Esteve joined Schibsted Marketplaces in January 2019 into an organisation with almost nobody working on SEO full time — a business that had grown on brand and TV without needing it. The hardest part of the job, he says, was never the SEO itself. It was getting resources and getting people to care. The eBay Classifieds Group acquisition brought a stronger SEO culture with it, and the team finally had a tailwind. He now sees the same cycle starting again with AI search, except this time nobody has the playbook. The disintermediation question The boardroom worst case is straightforward: ChatGPT serves every house on the market by going straight to the agency, and the aggregator in the middle disappears. Esteve points out that real estate is unusually exposed here because almost nobody has unique inventory — the same listing sits on the agency site, several portals and the meta-aggregators on top of them. Generalist goods marketplaces are far better protected, because they're the canonical source and they own payment and delivery. SEO and GEO are the same ingredients, a different dish Esteve's view is that SEO is the foundation for AI search, but the actions diverge. LLM Pulse data shows 96% of what an LLM sees when answering a query in your niche is about other brands, not yours — which pushes the work off your own site and onto third-party sources and PR. He also flags the brands that quietly went invisible because an IT decision blocked ChatGPT's crawler. The attribution problem, and who ChatGPT partners with Citation CTR is under 1%, so the marketplace that sourced an answer rarely gets credit for it. Esteve's research has found ChatGPT typically favours one media partner per country — Prisa in Spain — and the open question is whether that pattern extends beyond media. If it does, he argues it may favour the number two or three player rather than the incumbent, since the big marketplaces are the most hostile to partnering with OpenAI. Guest: Esteve Castells, Founder at LLM Pulse — LinkedIn Presented by: Edmund Keith — LinkedIn
In this week's news roundup, Ed, Harvey and Simon dig into Rightmove's £1.6bn class action and the "retaliation" row, Aurum PropTech's bold plan to make housing.com profitable, and a provocative question: should portals switch sides and go buyer-first? Chapters: 00:00 Intro 00:57 Rightmove's £1.6bn Class Action & "Retaliation" Claims 12:42 Can Mature-Market Portals Keep Raising Prices? 18:00 Aurum PropTech Buys housing.com from REA India 27:24 Who Won the REA India Deal? 29:35 Ed's 18,000 Portal Claims Database 31:56 The Consideration Phase: Should Portals Go Buyer-First? 48:00 And Finally: PPW Europe, Madrid Presented by: Edmund Keith — https://www.linkedin.com/in/edmund-keith/ Harvey Hancock — https://www.linkedin.com/in/harvey-hancock/ Simon Baker — https://www.linkedin.com/in/stbaker/
In this week's news roundup, Ed and Simon Baker unpack REA Group's exit from India, a big CFO move at CoStar, Dubizzle's push into rental protection, and why the real portal-vs-LLM fight is about consideration, not search.Chapters:00:00 Intro00:50 REA Group Sells Housing.com to Aurum PropTech20:19 CoStar Group's New CFO: Robin Rossman23:50 Dubizzle Group Invests in Takeem29:59 Portals vs LLMs: The Battle for ConsiderationREA Group Sells Housing.comREA India has signed a binding agreement to sell housing.com to Aurum PropTech for roughly A$68m — in Aurum shares, not cash — lifting REA's stake in Aurum from 5.5% to 24.9%. The expected loss on divestment is around A$110m, and India moves to a discontinued operation.Simon, a former REA Group CEO, argues the exit was always coming and puts it in the context of REA's long history of cross-border entries and exits. Ed digs into whether a traffic lead alone can ever pay in a market like India — housing.com hit 1.3x its nearest competitor, short of the 2x threshold former CEO Dhruv Agarwala said was needed for revenue to compound.CoStar Group's New CFORobin Rossman moves from MD of CoStar Group Europe to replace Chris Lown as CFO. Simon knows Rossman well and rates the mix of financial and operational experience — and doesn't rule out a long-term succession plan.Dubizzle Group Invests in TakeemDubizzle Group has taken a strategic stake in UAE rental protection platform Takeem, making Bayut and Dubizzle the exclusive portals for its rental guarantee product.Ed asks whether a portal should be carrying balance-sheet risk; Simon argues the pain points in emerging markets are simply different.Portals vs LLMs: The Battle for ConsiderationOff the back of Ed's article, the pair debate whether portals can build a genuinely neutral consideration engine when agents pay the bills — and Simon delivers a soundbite on whether portals can overcome the loyalty problem.Presented by:• Edmund Keith — https://www.linkedin.com/in/edmund-keith/• Simon Baker — https://www.linkedin.com/in/stbaker/
Ed, Harvey and Simon break down the week's biggest stories from the world of real estate portals: a Baltic classifieds giant borrowing to buy back its own shares, the escalating legal fight between REA Group and Domain over their marketing claims, and OMYHOME's unusual delisting back to its own founders for a single dollar. Plus, is the market overestimating AI's short-term threat to portals?In this episode:• Baltic Classifieds Group borrows ~€118m to buy back its undervalued shares (on 78% margins)• REA Group and Domain trade lawsuits over the "nine in ten" and Matterport marketing claims• Simon's confession about a certain "four times more views" claim from 2002• OMYHOME sold to its founders for $1, wiping ~$20m of debt• Enterprise vs consumer AI adoption, and why portals' AI-referral traffic is still under 1%Chapters:00:00 Welcome00:24 Baltic Classifieds Group: borrowing to buy back shares08:30 REA Group vs Domain: the marketing claims lawsuits20:55 Simon's "very expensive selfie" confession23:50 OMYHOME sold to its own founders for $127:55 Enterprise vs consumer AI adoption in real estate41:51 PPW Europe 2026 — Madrid, 28–30 OctoberHosted by:Edmund Keith — https://www.linkedin.com/in/edmund-keith/Harvey Hancock — https://www.linkedin.com/in/harvey-hancock/Simon Baker — https://www.linkedin.com/in/stbaker/
Ed, Harvey and Simon get together for an overdue rundown of the latest news in portals and proptech.0:00 Intros0:39 CoStar board member renewals and activist investors.15:00 CoStar Investment in Wikicasa18:27 Square Yards Fundraise27:10 Zillow + Google Gemini, and the Consideration Phase
Shawn Mullahy, newly appointed CEO at Zumper, joins Harvey for a conversation about taking over from Founder, Anthemos Georgiades, and moving towards a new business and revenue model that fills houses faster. 00:00 Intros and Zumper changes 04:35 Zumper's strategic shift under new leadership 10:08 AI Integration and Future Business Model 17:02 Challenges in Lead Attribution and Customer Engagement 22:01 Investor Perspectives on AI Innovation 30:13 Transition from CRO to CEO and Team Dynamics 36:00 Future Trends in Rental Markets and Closing Thoughts
Toby Chapman from OC&C Strategy returns to the PPW Pod for a follow-up on last year's debate around AI and real estate marketplaces. A year on from his "AI truck" prediction, Ed, Simon and Toby unpack why share prices are down 30-50%, whether portals are undervalued or were overvalued, and where the real existential risks actually lie. Chapters: 00:00 Intro 01:03 Has the AI truck hit? Investor markets vs operating performance 04:49 Undervalued today, or overvalued in the past? 07:54 OC&C research: where does the industry think the risk is coming from? 12:12 Integrate with the AI labs (Chat GPT etc.) or stay out like CoStar & Airbnb? 17:18 Why aren't portals shaping the AI narrative themselves? 21:01 Simon's pushback: are we having the wrong conversation entirely? 25:18 Will OpenAI build a vertical property portal? (Spoiler: probably not) 29:00 The whole property buying journey — portals' real battleground 31:01 Lead attribution, the trust dilemma & whose side is the portal on? 38:00 The generational shift — are portals built for the wrong audience? 42:29 Toby's counter: leaders double down, opportunity beyond search & discovery 44:15 Wrap-up — reconvene this time next year Guest: Toby Chapman, Partner at OC&C Strategy Consultants — https://www.linkedin.com/in/toby-chapman-8a559a15/ Presented by: - Edmund Keith — https://www.linkedin.com/in/edmund-keith/ - Simon Baker — https://www.linkedin.com/in/stbaker/
In this week's news roundup, Ed, Simon Baker and Harvey Hancock unpack CoStar's $800M all-cash swoop for new-homes data specialist Zonda, and share their first-hand impressions of Realtor.com's new Google-powered RealAssist AI search tool.Chapters:00:00 Intro00:52 CoStar Buys Zonda for ~$800M09:40 Realtor.com's New RealAssist AI (with Google)18:59 Can AI-Native Challengers Beat the Incumbents?30:06 Are Portals Building Search or a Decision Engine?CoStar Pays ~$800M for ZondaCoStar Group is acquiring new-home construction data specialist Zonda in an all-cash deal worth roughly $800 million — its first major acquisition since Domain in Australia and its first US deal since Matterport. The team digs into why "more data wins" fits Andy Florence's playbook, the flat market reaction, and the hard road from owning great data to delivering a stronger EBITDA margin. Unlike Matterport, Zonda is a profitable B2B business, so the question becomes which costs CoStar can strip out and which products it can layer on top.Testing Realtor.com's RealAssist AIEd and Harvey got a behind-the-scenes demo of Realtor.com's new conversational search tool, RealAssist AI — co-developed with Google and currently a whitelist-only beta. They cover what stood out: searching by affordability rather than price, "Google grounding" that pulls in third-party data, and a commute/lifestyle mapping feature. That opens a wider debate on the API costs of grounding every search in Google, whether AI-native challengers gain an edge by pricing those costs in from day one, and whether portals are really building search — or trying to own the comparison and decision phase before Claude or ChatGPT does.Presented by:• Edmund Keith — https://www.linkedin.com/in/edmund-keith/• Harvey Hancock — https://www.linkedin.com/in/harvey-hancock/• Simon Baker — https://www.linkedin.com/in/stbaker/
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Observed September 12, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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