Pupil

Pupil, also known as Digital Reality Corp (drc.co), is a spatial data company that digitizes real estate through the creation of 3D digital twins. Founded in 2010 by James D. Marshall, Oliver Breach, and David Mullett, the London-based firm has established a significant presence in the property technology sector. The founding trio's journey began when they recognized the potential of virtual reality in 2014 to revolutionize the time-consuming property viewing process. Marshall's background in real estate and finance, combined with Breach's varied experience and Mullett's design expertise, formed the foundation for the company.

The company's core business revolves around capturing and publishing hyper-accurate 3D digital models of real-world interiors, creating a universal measurement standard guaranteed for 99% accuracy. This is achieved by combining proprietary artificial intelligence with industrial-grade LiDAR scanning hardware to capture millions of measurement points. Pupil serves both the residential and commercial real estate markets through its flagship products, Spec and Stak, respectively. Its client base ranges from individual homeowners to large global asset managers and major real estate services firms like Cushman & Wakefield and Grosvenor. Revenue is generated by providing these digital mapping services, which include floor plans, CAD drawings, and immersive 3D models.

Pupil has expanded its offerings into the digital asset space by creating and selling verified Non-Fungible Tokens (NFTs) of the properties it captures. These 'phygital' assets provide a secure and accurate digital record of a physical property, which can be used to prevent fraud and streamline transactions on the blockchain. A key product concept is the trademarked 'Home in Your Pocket', which aims to fundamentally change how people interact with real estate. The company has secured over $50 million in funding from strategic investors, including Cushman & Wakefield and Grosvenor. In January 2025, Oakglen Group became the majority shareholder, a move intended to fuel international expansion beyond its existing hubs in London, New York, Dubai, and Singapore. Pupil has also grown through acquisitions, such as the purchase of UAE-based surveying firm ASME in 2022 to strengthen its presence in the Middle East.

Keywords: spatial data, digital twin, real estate technology, proptech, 3D modeling, LiDAR scanning, property measurement, artificial intelligence, building digitization, commercial real estate, residential real estate, asset management, virtual property, NFT, phygital, blockchain real estate, James D. Marshall, Oliver Breach, Stak, Spec, drc.co, real estate data, property verification, digital surveying, built world mapping, real estate transparency, immersive 3D experiences, property documentation