OLX , an online classifieds marketplace, has scaled up and surpassed R$1 billion in revenue in Brazil as a platform focused on buying and selling used goods. This model was widely promoted through its famous slogan, "Desapega" (Let Go).
Since arriving in the country in 2010, the company has never abandoned this mantra. But, in its most recent moves, it has been reserving more and more space for other types of listings on its platform – from brand new cars to off-plan properties.
Now, as a result of combining these two approaches, the company is expanding its investments for 2026, with plans to inject R$ 440 million into operations. This figure represents a 30% increase over the amount invested in 2025 and will be allocated to three areas: technology, product development, and marketing.
“Used goods remain our main focus. That’s our core business, and nothing has changed,” Marcos Leite , chief revenue officer of the OLX Group, told NeoFeed . “But it makes perfect sense that these new avenues we are building, on top of a strong business, are our next step for growth.”
Along this path, the Real Estate and Auto verticals will guide a large portion of the investments projected for the year. These categories have been gaining increasing prominence in the operation and are the two ends in which this diversification strategy has been advancing.
Some data from the first quarter illustrate the weight of this movement. In Real Estate, for example, where it operates with the brands OLX, ZAP Imóveis and Viva Real, the group increased the volume of off-plan properties in its inventories by 50%, delivering 25 million leads to advertisers.
While these two areas will be the main destinations for the R$ 440 million check, this investment, in turn, will have a common thread: artificial intelligence (AI). Whether applied internally or embedded in products, especially those focused on clients such as real estate companies and dealerships.
Although he doesn't reveal many details, Leite says the plan is to give these clients – called professionals at OLX – increasingly powerful tools powered by this technology to increase the conversion of their ads into sales.
In one recent example in this direction, OLX launched Izi, a virtual assistant for real estate agents. "The reaction from these clients has been quite positive," says Leite. "With this tool, lead conversion has been 50%, three times higher than with traditional leads."
In addition to customers, AI will be a pillar in the back office, where OLX already has more than 300 agents in operation, most of them focused on achieving greater operational efficiency. This in-house focus will also have repercussions, in turn, on another approach to product development.
The company is part of the Prosus portfolio – one of its controlling shareholders, along with the Dutch company Adevinta. And since Brazilian Fabricio Bloisi took over as global CEO of the South African group, OLX has been expanding its dialogue with other investments of the company in Brazil and Latin America.
“There is an ongoing process of closer collaboration with all the other companies in Prosus' portfolio,” says Guilherme Carvalho, CFO of the OLX Group. “We are beginning to understand the synergies between our industries and products. And, on this journey, we will see many positive results.”
While these conversations are progressing, the company wants to move forward in a third direction – financial products. This area is consolidating itself as a third pillar of OLX, with offerings in modalities such as car financing and rental guarantees. And partners like Safra and Santander.
As part of this portfolio growth, one of the main roadmaps is also "in-house." The plan is to strengthen ties and joint offerings with CredAluga, a fintech specializing in the real estate market in which OLX invested US$5 million at the end of 2025.
