A new property and wealth website is using content from News Corp subsidiary Dow Jones to fish in an Australian market in which News' Realestate.com is already a major player.

Kanebridge - which has "independent property news" as its strapline - runs content on property, finance, investment and lifestyle, some of it via a partnership with Dow Jones' Wall Street Journal and its Mansion Global and Barron's brands.

Group publisher Richard Clune is also editor-in-chief of the Robb Report, a luxury publication in the Australia/NZ and UK markets.

National Australia Bank and Swiss watch brand Hublot are reported to have signed on as launch partners. Content includes property interviews attributed to the Wall Street Journal and articles about featured houses for sale - priced in whole millions - as well as a Penta story about the world's billionaires. Some 412 more were added in 2020 (making 3288) it reports, their combined wealth growing by almost a third.

Clune is clear about the publisher's direction, telling trade publication Mumbrella that the Kanebridge launch - after a year in which "so many others faltered" - was "incredibly exciting".

Rivals in the local market are primarily Realestate.com, owned by News subsidiary REA Group, and Domain, of which Nine Entertainment is the main shareholder.

With daily content from News' Wall Street Journal not behind its usual paywall, Clune says part of the audience attraction will be for those "who simply want to receive WSJ articles for free".

Pictured: Billionaires Elon Musk and Jeff Bezos on Kanebridge