Algorithms, by their nature, don’t understand curb appeal. Yet, ironically, they are increasingly the arbiters of what truly matters in real estate. Their formulas favour what’s easily measured: square footage, location, price history, energy consumption, while overlooking the intangibles that make a property feel like a home. 

These algorithmic influences are already prompting a re-evaluation of ownership, access, and long-term value for developers. Amira Sajwani, Managing Director at DAMAC and founder of PRYPCO, reflects on how the real estate sector is evolving for a tech-enabled, sustainability-focused future, and the implications for its next growth phase.

THE EVOLVEMENT 

Sajwani believes that real estate’s role is fundamentally shifting.

As cities become more integrated with technology and driven by sustainability, the industry must transform from a “static asset to a dynamic enabler of innovation and impact.” This means embracing tools like blockchain, AI, and IoT to redefine how properties are invested, managed, and experienced. Sajwani emphasizes, “At PRYPCO, we’ve seen firsthand how tokenization can make property ownership more accessible. It’s exciting to see real estate become something more people can participate in.”

Sustainability, she adds, is no longer a ‘nice-to-have’ but a necessity.” The focus is on intentional building, using energy-efficient materials, and designing spaces supporting long-term well-being. “People want homes and communities that are not just smart, but also responsible and future-ready,” she explains. Sajwani sees a significant opportunity for real estate to lead in building cities that are “more inclusive, resilient, and better for the generations to come.”

And few places embody this shift quite like Dubai.

The city continues to be a magnet for global investors, and Sajwani believes the next decade’s boom will be defined by the city’s blend of innovation and livability. 

Investors now look beyond location and ROI, focusing on “lifestyle, resilience, and the ease of doing business.” She points to factors like visa reforms, 0% income tax, and a robust digital assets framework that instill confidence. The rise of integrated communities, prioritizing “walkability, wellness, and connectivity,” further aligns with the desires of the next generation of buyers and tenants. 

Dubai, she says, is building “a property market that feels as global as it is grounded.”

BALANCING LEGACY

Sajwani is tasked with balancing the company’s established legacy with her forward-thinking vision. She asserts that “legacy isn’t something you preserve, it’s something you build on.” 

As part of the next generation shaping the company’s direction, she views her role as bridging what has worked with what is needed next. She focuses on keeping the company ahead of the curve through “real estate tokenization, or more sustainable, future-focused developments.”

She’s not interested in choosing between tradition and change. Instead, she says it’s about “having the courage to evolve while staying true to what made us successful in the first place.”

Sajwani credits her experience at DAMAC with shaping a deep understanding of what buyers and investors really want and what often stands in their way. “Whether it’s a first-time homebuyer or a seasoned investor, the need is the same: clarity, speed, and confidence in the process,” she explains.

That mindset shaped the foundation of PRYPCO. “We didn’t want to just create a digital platform. We wanted to design an experience that feels seamless, intuitive, and credible from start to finish.” She carried over DAMAC’s focus on client experience, embedding it into every part of PRYPCO’s design. “Innovation means nothing if it’s not grounded in real-world needs,” she adds, an idea that guided every decision behind the platform.

DEMOCRATIZING PROPERTY OWNERSHIP

Sajwani launched PRYPCO to tackle a longstanding issue in real estate: the high barriers to entry. Property ownership has often felt out of reach for many, largely due to cost, complexity, and limited access. That led her to ask a defining question: “What if investing in real estate could be as seamless as buying shares?”

With blockchain and tokenisation, that idea became tangible, turning real estate from a rigid, high-stakes commitment into something more flexible, digital, and inclusive.

“We’re solving for inclusivity,” she explains. “PRYPCO is about opening the door for young professionals, expats, and first-time buyers. People who want to build wealth through property but don’t know where to start.”

At its core, she insists, PRYPCO is about more than just technology. “It’s about trust, education, and creating a new mindset around ownership.”

Trust has always been at the heart of real estate, but traditionally, earning it required time-consuming paperwork and multiple intermediaries. “Blockchain simplifies that,” Sajwani says. “It replaces manual processes with a secure system visible to everyone involved.”

Smart contracts take that a step further by automating transactions, reducing reliance on verification from different parties. “That kind of transparency doesn’t just reduce errors. It builds confidence,” she adds. “Buyers, sellers, and investors know exactly where they stand at every step.”

For Sajwani, the real shift is experiential. Blockchain brings speed, clarity, and accountability to a sector long known for its friction. “At PRYPCO, we’re using blockchain not just because it’s innovative, but because it creates a system people can trust, especially those stepping into property investment for the first time.”

EMPOWERING FUTURE FEMALE LEADERS

Empowerment, for Sajwani, starts with example. “I’ve always believed that leadership isn’t about titles. It’s about action, ownership, and consistency,” she says. “You don’t need to wait for permission to lead or to create impact. Take that step in confidence.”

At both DAMAC and PRYPCO, she’s committed to building teams where talent is recognised early and women are trusted with real responsibility from the start. “It’s about giving people the room to grow, the confidence to speak up, and the support to keep going, even when the space feels unfamiliar, especially in male-dominated industries like tech and finance.”

She’s also unapologetic about ambition. “You can be young, a female, and still have a bold vision,” she says. “And the more we lead with results and resilience, the more we open doors for others to do the same.”