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Interview of James D. Marshall
Written by the Estate Agent Today team
James D. Marshall, Founder and CEO of Pupil

Who are you and what does it say on your business card?

I am James D. Marshall, Founder and CEO of Pupil.

What is Pupil and what does it do?


Pupil is a spatial data company that captures and publishes 3D information about property interiors. Our aim is that every inch of the built world will have a digital replica, which will provide more accurate data for interior spaces and contribute to a smarter, safer and more sustainable industry. 

What services do you offer and in what ways do you work with estate agents?

Our first product, Spec, was launched in June 2019. Spec is an all-in-one residential property marketing solution for estate agents powered by Pupil’s technology. From a single property capture, we provide agents with a virtual tour, professional photographs, a digital brochure and a Spec Verified floor plan. Since launch, we have digitised over £10 billion of residential property in London alone.

What makes your product different and how does it benefit agents?

Our Spec Verified floor plans are insured and guaranteed to be accurate to 99% of a property’s true size. This is a first for the industry and will help to set the new standard for accurate data in the residential property industry.

We can now enter an average London property and within half an hour capture all the raw data our cloud AI engine requires to create a digital replica - delivering marketing assets to estate agents within 24 hours of the capture being complete.


What is your greatest achievement in your current role and what made it so special?

The thing that I am most proud of is building a world class team that believes deeply in our mission. It is an amazing experience to see others around you share the same passion for the business as the founders and work so hard to achieve our common goal.

What is the most satisfying part of your job?

Hiring great people who come in and exceed all expectations. There are plenty of people that interview well, show potential or have years of experience, but nothing beats being genuinely surprised by the work ethic, talent and continuous improvement of people that you have hired.

What do you see as the biggest challenge facing estate and letting agents at the moment?

Being on the back foot in terms of adopting new technology and embracing the digital world that we live in. This is not a time to be reactive; there are a whole host of products and services being created to drive efficiency and transparency. Agents that are resistant to innovation that could future-proof their business will be left behind.

What is your property prediction for the remainder of 2020 and beyond?

The rise of digital trends shows no sign of abating. The rapid adoption of virtual viewings will continue beyond the COVID-19 restrictions, particularly for initial viewings. And with more people viewing properties virtually, there will be a push for more accurate, transparent data to enable them to conduct their due diligence on a property remotely if necessary.

Country house or city apartment? Country

Trendy roof terrace or traditional English garden? English garden

Would you rather be a free-moving tenant or settled owner occupier? Free-moving

What is your favourite room in your home? Living room

Homes under the Hammer or Location, Location, Location? Location, Location, Location


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