Entegral and MyProperty are, respectively, a leading provider of real estate software as a service (SaaS) products in South Africa and Namibia, serving thousands of real estate agents and companies through its open platforms, and an independent property portal for estate agents to list properties for sale and to rent.
Adriaan Grové is a South African entrepreneur and the founder and CEO of both Entegral and MyProperty. He is passionate about advancing the real estate industry by simplifying technology and creating better transparency and easier access to data. “I’ve spent two decades building the digital infrastructure for South Africa’s property industry, but it’s not about the tech. It’s about looking at how SMEs can thrive in a competitive, fast-changing world. For me, it’s about learning, evolving and prioritising authenticity over hype,” he shares.
Purpose-driven Tech – For People
“My mission with Entegral and MyProperty has always been to empower independent estate agents through tech because tech is an enabler, a tool, and we’ve built an ecosystem of tools that help level the playing field for property professionals.
“Irrespective of the industry, it is vital for any business owner to understand that their product or service can’t simply exist; it must solve a specific problem for a specific audience,” Grové explains.
“At MyProperty and Entegral, we’ve never tried to be everything to everyone; we focused on building a seamless, interconnected tech stack that automates time-consuming tasks like listing syndication and compliance checks. This efficiency is the engine of growth. By freeing up an agent’s time, our technology allows them to do what matters most: build relationships and close deals.”
The “yes!” Trap
It’s tempting to say “yes” to every request to land a deal, especially in the early days, but Grové learned (the hard way) that this is not always the strategic route to take. “My advice today is don’t oversell. Promising to build something quickly just to secure a project creates what I call “emotional debt.” It leads to stressed-out teams, scope creep, and sometimes even a damaged reputation.”
He found that the best clients will respect you more for your honesty and for knowing where your product or service truly excels. This isn’t just about managing expectations; it’s about building long-term trust. For your business, this means being upfront about what you can deliver, focusing on your core strengths, and having the courage to say no when a request falls outside your expertise. This integrity becomes a part of your brand identity.
Culture Is Not (just) About the Coffee
Long before the pandemic, Entegral was a fully remote company with an international team. “I’ve met some of my key team members only a handful of times in person, and some never at all, yet together we’ve built a thriving, cohesive business. This challenges the conventional idea that culture is built into a person. For me, culture is about the values you foster and the trust you build. It’s about hiring the right people and then empowering them to get on with it. I’m adamant that culture is defined by how you work and the values you live by.
“We’re a self-funded company, and with that comes a deeper sense of ownership, which translates into quality products and long-term thinking. The culture of a business is a deliberate creation, not an accidental outcome of the office layout.”
The Art of (Human) Authenticity
I’m a tech guy, but make no mistake, no matter how good your technology or branding is, it’s the people who matter most – your partners, your team, your clients and your suppliers.
And the real value you bring is not through your product or service, but in how you show up, demonstrating that you care and bring real and relevant value.
I’ve observed that today’s buyers and sellers, in the property industry but also elsewhere, can spot a lack of authenticity from a mile away. It’s not about flashy logos or featured listings; they care about agents who are genuine and deliver on their promises. There is a lesson in this for all SMEs: your reputation is built on the simple, consistent act of showing up for people. Ultimately, great service is the best marketing.
Embrace Agility and Go Outside, Literally
Entegral’s success is built on an agile vision. “As I see it,” he elaborates, “Every business is vulnerable to disruption, and agility is the ultimate superpower. This isn’t just about being fast; it’s about having a culture that gets things done.
Today, with advancements in AI, small, highly efficient teams can do what once required massive budgets. Instead of fighting technology, Grové advise leveraging it.
“The best solutions don’t come from boardrooms. They come from undistracted, deep thinking, from taking a walk, from a long bike ride, or from simply switching off. I intentionally traded traffic for trails in Knysna to foster this kind of clarity.”
He advises that other business owners and entrepreneurs step away from the noise. “Don’t fall into the trap of endless meetings and productivity hacks. Real problem-solving requires space and time for critical thought. The strategic roadmap is important, but what truly matters is the impact you make today.
“For any South African SME, the takeaway is simple: build a business with a clear purpose, act with integrity, be honest about your capabilities, and never lose sight of the people who make it all possible.. And most importantly, remember that rest isn’t a reward, it’s the fuel you need to keep going.”
