Private Property, the No.2 property vertical in South Africa (in terms of traffic), has bought the country’s largest property expo Property Buyer Show for an undisclosed amount.

The acquisition is part of new CEO Amasi Mwela’s strategy to improve offerings for the site’s customers. “The Property Buyer Show will allow us to improve the range of services we offer to our customers by creating a rounded offering that covers the whole property life cycle,” he said in a statement.

New Private Property CEO Amasi Mwela

Mwela (LinkedIn profile) joined the company in January from student loan provider Fundi where he was also CEO. He replaces Justin Clarke who’s now the chairman of the Wealth Migrate‘s board.

Founded in 2017, the Property Buyer Show has attracted more than 15,000 visitors to each of its past five events. The next expo will be held in Cape Town in April. It connects role players in the real estate industry — like agents and banks — with first-time buyers and investors. “It includes a ‘First Time Buyer Theatre’ and a ‘Property Investor Theatre’ where visitors can attend workshops and talks on buying property and building wealth through property,” Private Property added.

Mwela believes the purchase will help his company serve South Africa’s growing middle class. “This growing number of first-time property buyers have a clear understanding of what property can do for them, and we aim to be the partner they choose to realize their goals in an increasingly difficult economic climate. The Property Buyer Show gives us a solid platform on which to establish ourselves within this expanding segment.”

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