Operating System for Estate Agents

Executive summary.

The market. {{ BRAND_NAME }}'s primary target customer is the self-employed UK estate agent. A cohort whose transaction share has grown 7.5× since 2019 (TwentyEA), reached ~2.5% of UK property transactions in 2025, and is on track to account for ~10% of the market by 2030 (Worth Recruiting). The wider industry sits behind it: 26,374 estate-agency businesses, ~388,000 workforce (ONS / IBISWorld 2026).

The opportunity. More and more UK estate agents are leaving agencies to run their own book. When they do, all the admin that used to be split across an office lands on one person: enquiries, CRM, vendor reports, chasing sales through to completion, the regulatory paperwork. The current alternatives are to hire a VA, at £500 to £1,500 a month or subscribe to a range of expensive SaaS tools. A new VA starts knowing nothing about the agent's business; every client quirk, every process, every property has to be taught from scratch. When the VA leaves, all of it walks out with them. Saas tools have steep learning curves, with every new feature loading as much burden on the user as benefit, so much of the value, especially in CRMs, is untapped.

{{ BRAND_NAME }} value proposition. {{ BRAND_NAME }} starts at £500 a month for a solo operator. It learns the agent's business once and keeps everything organised. No handover, no slow first month, no knowledge walking out of the door. It is also on the agent's side by design: every minute of admin it takes off their plate is a minute they spend in front of a customer, a vendor or a buyer in the chain. The data stays with them. Customer conversations sit between their customers and the model provider (Anthropic); {{ BRAND_NAME }} is not in the middle holding the data. That is a much lighter compliance footprint than competitors who pass throiugh the AI costs and keep the agent's data on their servers. For information: the model itself is Anthropic's Claude, paid for on the customer's own subscription. That is a build choice, not what makes {{ BRAND_NAME }} different — any competitor could pick the same model.

Architecture & differentiation.

The architecture — every role you play. Amplified. {{ BRAND_NAME }} is built around one AI Operations Manager — the chief of staff — that orchestrates the business: runs the workflows, manages the schedule, prepares the briefings, generates the documents. Underneath it sit two fleets of role-specific subagents (see {{ PRODUCT_URL_LABEL }} for the live articulation):

• Admin specialist subagents (private, ring-fenced — one per role the human estate agent plays in their day): Negotiator logs call notes from a voice message with no CRM typing; Chain Progressor monitors every open transaction and flags when a milestone is overdue; Valuer assembles pre-built valuation packs, ranked call lists and automated vendor reports; Branch Manager delivers morning pipeline briefings, automated progression tracking, team activity digests; Prospector runs ranked call lists, farming letters, market triggers and database follow-up sequences; Compliance handles legislation, listing audit, AML and citations (internal only).
• Public specialist subagents (customer-facing): Buyer Enquiry Agent onboards new buyers through natural conversation — not inconvenient forms — 24/7; Viewing Booking Agent schedules, sends confirmations, groups viewings for efficiency; Sales Progression Agent (one per transaction, gated to buyer, seller and solicitors, knows the full chain); Vendor Update Agent (gated to a specific vendor, real-time status on their property); and the on-platform {{ BRAND_NAME }} Sales agent that qualifies leads for {{ BRAND_NAME }} itself 24/7.

Architecture & differentiation (cont.).

Every subagent is briefed, scoped and access-controlled like a junior member of staff — given one clear job, one identity, and the data needed to do it, nothing more. The agent delegates rather than operates; the subagents carry the load; the agent's time and judgement go to the relationships that win instructions and close transactions. This is the architectural reason an estate agent can hit the ground running on day one: nothing needs to be learned beyond the chat — the platform is run the same way the agent already runs a team of people. {{ BRAND_NAME }} handles the admin that fills the gaps between, and gives the agent back the work that only they can do, in every role they play. The public agents are the interface. Not the product.

What we do that nobody else does. Most software, and most AI tools, work the same way: they pull the customer's data onto the supplier's server, then make the customer learn a dashboard to get any value out of it. {{ BRAND_NAME }} does the opposite. The data stays with the agent. The AI does the work that frees the agent up, instead of sitting between the agent and their own customer. The whole platform runs through a natural language chat interface, not a dashboard. The chat can be text or voice driven, according to the working pattern of the user. The real defence, however, is the structure underneath, where the human is in the middle and not the platform. That is also why 60% of agents using current AI tools say they don't really understand them — those tools are still built the old way, not intuitively.

Cross-CRM AI — the structural differentiator. Every CRM in UK estate agency is now bolting AI onto its own product — AI features that only work inside that one CRM, with that one vendor's roadmap, locking the customer in. {{ BRAND_NAME }} is built the opposite way: it integrates every CRM through its open API, so the agent keeps their CRM choice and {{ BRAND_NAME }} makes whichever one they use materially more powerful. Every agent on every CRM is therefore addressable. This is the structural funnel driver as the AI-in-CRM trend accelerates.

Wedge · beachhead · blitzscale. Our entry into the market has already begun with a brochure flywheel strategy, designed to hook agents into the utility of the product without having to make a firm commitment. We then leverage this to generate early revenue and upsell to pre-val presentations. The brochure flywheel and pre-val product are the wedge — narrow entry, fast proof, low-friction adoption into the agent's day. The Loop integration into eXp UK (3,000+ agents on a mandated CRM) is the beachhead — one decisively winnable segment chosen to gather repeatable wins. The Round 2 raise at month 9 (£500k–£1m on hit milestones) funds the blitzscale: integrate every property CRM in the UK, market into the whole UK estate-agency workforce, and {{ BRAND_NAME }} becomes the operating system for UK estate agency — not aspirationally, concretely. At that point, an agent cannot compete effectively with an agent who has {{ BRAND_NAME }} operating their CRM — whichever CRM either of them happens to use. The race is to that establishing position.

Business development.

{{ BRAND_NAME }} acquires customers by producing the artefacts agents already need, at a fraction of the time and cost the agent would otherwise spend, and at better quality too. This is the revolutionary outcome that only AI can achieve in the right hands. Each artefact demonstrates the platform's capability and earns revenue in its own right, before the agent commits to their own subscription. There are two such products today and a third strategic channel that opens at scale.

• The brochure flywheel (live). A property brochure is the standard sales document an estate agent prepares for every listing — photography, floorplan, room descriptions, EPC, location narrative. Producing one well, in regulatory compliance, takes hours. {{ BRAND_NAME }} produces a brochure from the listing URL and a short brief in minutes, and only a few seconds of the operator's time. A free LinkedIn campaign has delivered five brochures to date. The brochures themselves are discoverable artefacts — agents publish them to win the instruction, other agents see them, demand compounds. The next step is to convert delivery into a low-cost monthly service or pay-per-brochure, with gross margin near 100%.
• The pre-valuation product (next). A pre-val presentation is the higher-value private document an agent walks into a homeowner's kitchen with to win a listing instruction: comparable sales, marketing plan, recommended price, the agent's pitch. It is high-stakes, time-consuming and currently done by hand. Same architecture as the brochure flywheel, much higher willingness-to-pay. Because the data is sovereign, this is what will drive {{ BRAND_NAME }} conversion from the service-based brochure production.
• The Loop CRM integration — the first of many (Q3 2026). Loop is the only CRM integration today and it is the right place to start: Loop is the CRM every eXp UK agent has to use — 3,000+ agents — and is releasing an open API to which we have early access. {{ BRAND_NAME }} already integrates natively with email, Outlook, WhatsApp and Telegram, so agents and their customers communicate on the channel they already use. CRM vendors are racing to bolt AI onto their own products, locked to their stack. {{ BRAND_NAME }} does the opposite: AI that will work with whichever CRM the agent already uses (Reapit, Alto, Street, GoHighLevel and any other open-API CRM under Round 2). The whole UK estate-agency CRM base becomes addressable, not just one vendor's.

Beyond Year 1.

The team.

Joel Smalley runs product and engineering. He built the underlying architecture of the platform from the ground up and assigns the {{ BRAND_NAME }} version to {{ COMPANY_LEGAL_NAME }} at incorporation, with full, exclusive rights. Joel also runs The Maxy Institute, where he teaches professionals — solicitors, accountants, architects, recruiters, estate agents, etc. — how to use AI effectively in their day-to-day work.

Adam Mackay runs sales and business development. He is a working estate agent and co-founder of Muvin with Jamie Fisher. Adam, Jamie, Alex Pelosi-Buchanan, Roger Black and Steve Backley work together informally as Real Agency, an estate agency network, offering elite coaching and access to network products, like {{ BRAND_NAME }}.

Two founder-operated pilots run concurrently from week 1: Muvin and Beacons. Muvin (Adam & Jamie Fisher) is the first agency on the platform. Beacons (Alex Pelosi-Buchanan's own agency) is the second, running in parallel. Both are real, paying estate-agency businesses operated by {{ BRAND_NAME }} founders — demonstrating that the people promoting the product are active users of it. They generate the first case studies; they are not the funnel itself.

Headcount cover.

The plan above is Joel and Adam only at start. Two founders can comfortably serve 10 paying users. Past that, a product engineer (i) joins around month 3 (forward deployment, support, training, dev support); a customer success hire (ii) joins around month 10, coinciding with Round 2 close. Each hire fires when the paying-user count justifies it.