Swedish tech is transforming the UK’s indoor connectivity landscape

Proptivity, a Swedish company founded in 2022, is turning heads in the indoor connectivity space. Specialising in high-performance indoor mobile networks, Proptivity has quickly established itself as a pioneer in providing 5G solutions for the real estate sector. What began as an ambition to transform mobile connectivity in the Nordics and Baltics has now expanded into the UK, where the company has successfully established a presence.

Proptivity launched its UK operations in late 2024, just eight months after completing its initial market assessment. The decision to expand into the UK was driven by a comprehensive evaluation of the market and a strong belief that their solution would be well-suited to meet the UK’s needs. CMO Morgan Curby shares, “The UK was the natural first expansion market outside the Nordics. We understood that our solution could address a significant gap in the market, and the response from the UK market so far has been incredibly encouraging,” he continues.

The decision to launch operations in the UK brought both challenges and opportunities, driven by the market's size and strategic importance. Proptivity’s team quickly grew, with the UK office now consisting of six staff members, but since most of the technical and operational work is done by local subcontractors, local sales team can likely remain on the smaller side. As mentioned by Morgan, the first few months have shown promising results, and CRO Viktor Augustsson agrees: “The encouraging results we’ve seen so far speak to the strong match between the market’s needs and our solution. The potential here is vast, and we’ve barely scratched the surface.”

Key partnerships and industry relevance

One of the biggest milestones for Proptivity in the UK has been securing partnerships with major telecom providers such as BT Group, Virgin Media O2, and Vodafone. These collaborations aim to transform indoor mobile connectivity across the UK by delivering high-performance 4G and 5G coverage in commercial spaces. With modern buildings often challenging mobile signal strength due to complex materials and layouts, this solution is both timely and highly relevant.

Morgan elaborates: “Our partnerships are crucial in meeting the UK’s growing demand for reliable indoor coverage. Together, we’re addressing the difficulties that building materials and environments present to mobile networks. Together we can ensure that businesses across the UK will have the connectivity they need to thrive.”

Market research as a winning strategy

Before expanding into the UK, Proptivity conducted extensive research to identify the most promising opportunities. Their market research revealed three key factors that would drive their success. First, they found a regulatory environment that was aligned with Proptivity’s business model. Second, there was a clear need for their solution, given that less than 5% of UK buildings had adequate indoor coverage. Third, Proptivity recognised a competitive advantage over their market rivals.

“We found that the UK market was ready for our technology, and our model aligned well with the regulatory landscape. More importantly, there was a clear gap in the market for high-performance indoor networks, and we knew that our solution could fill that gap,” says Viktor.

Addressing security and sustainability

In addition to the market demand for connectivity, Proptivity also recognised the importance of addressing security and sustainability concerns. Morgan elaborates: “Security is at the core of what we do. Our infrastructure meets the highest standards, ensuring our clients can be confident that their networks are protected.”

Sustainability is another key consideration. Proptivity’s latest technology consumes 70% less energy and resources compared to traditional systems, making it an attractive choice for businesses looking to meet their environmental goals. “We’re proud that our solution not only meets the market’s connectivity needs but also supports the broader ESG agenda. Sustainability is something we take seriously, and it sets us apart from competitors,” Morgan continues.

Proptivity’s advice for Swedish companies

For other Swedish businesses considering expansion into the UK, Proptivity can offer valuable advice based on their own journey. One of the key recommendations is to conduct thorough market research to ensure the product fits local needs. They also highlight the importance of building relationships with local universities early on, to access talent.

“When expanding into the UK, it’s essential to have someone on the ground who can help you understand the market, build relationships, and take advantage of opportunities as they arise,” Viktor emphasises.

Another important piece of advice is to have a strong marketing and branding strategy. Proptivity’s approach has been to focus on educating the market about connectivity challenges and the benefits of indoor mobile networks, rather than relying on traditional sales tactics. “We chose to focus on educational content, sharing insights on the connectivity challenges in the property sector and how our solution addresses them. The response on LinkedIn has been fantastic, and it’s helped us build a loyal following,” says Viktor.

The role of government support

Proptivity has also benefited from strong government support, particularly from the British Embassy in Sweden and the UK Department for Business and Trade. These institutions have helped raise Proptivity’s profile and provided valuable assistance in navigating the UK market. Morgan recalls: “We were fortunate to receive support from both the British Embassy and the UK Department for Business and Trade. Their backing has been instrumental in increasing our visibility and opening doors to key opportunities.”

In September 2024, His Majesty's Trade Commissioner for Europe, Chris Barton, visited Proptivity’s offices in Stockholm during his official trip to Sweden. This visit highlighted the growing interest in Proptivity’s UK ambitions and underscored the importance of government backing for Swedish companies looking to succeed in the UK.

Looking to the future

Proptivity’s journey is far from over. As the company continues to expand its footprint in the UK, it remains committed to offering high-performance, secure, and sustainable solutions that meet the needs of an evolving market.

Morgan concludes: “We’ve only just scratched the surface of what’s possible in the UK market. With the right strategy, partnerships, and local presence, we’re confident that there’s even greater potential for growth ahead.”