The Viking Chats: From Psychology to PropTech, Stella Nicol on Building and Scaling Street Group

In this episode of The Viking Chats, host Kristjan Byfield sits down with Stella Nicol from Street Group to explore the journey from traditional estate agency into one of the UK’s most ambitious proptech businesses.

Stella’s route into property was anything but conventional. Originally studying psychology and history with plans to become a child psychologist, she found her path shifting unexpectedly. A change in career requirements, a practical opportunity and yes, even a company car, nudged her towards estate agency.

What followed was not just a job, but the foundation for a career in property technology.

Drawing on her background in psychology, Stella reflects on how understanding people, motivation and behaviour plays a huge role in leadership. As Street Group has grown at pace, those skills have become critical, not just in managing teams, but in building products that genuinely solve problems for agents.

The conversation dives into:

• The realities of joining and scaling a fast growth proptech business

• The pressure that comes with momentum

• How to maintain culture while expanding headcount

• The difference between noise and meaningful innovation

• Why execution always beats big talk

There is also a refreshing honesty about timing, ambition and the importance of staying grounded while growing quickly.

For anyone interested in the future of estate agency, technology in property, or the people behind the platforms, this episode offers a candid look behind the scenes.

Watch the full conversation to hear Stella Nicol’s full story on The Viking Chats.