Fello
Fello is an AI-powered B2B SaaS platform that enables U.S. real estate agents, real estate teams, and mortgage professionals to convert their existing CRM databases into automated seller lead generation engines through data enrichment, AI-driven outreach, and real-time property intelligence.
- Company typePrivate
- Founded2018
- HeadquartersCleveland, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Fello does
Fello (legal entity FlashHouse, Inc.) is an AI-powered B2B SaaS platform that activates real estate and mortgage professionals' existing CRM databases into automated seller lead generation engines. Founded in 2018 by CEO Ryan Young — a third-generation real estate operator who built the #1 team in Ohio (WSJ RealTrends) before starting Fello — the company targets individual agents, real estate teams, loan officers, and brokerages, with a primary focus on U.S. residential real estate. The platform architecture combines four integrated layers: (1) universal CRM sync (Follow Up Boss, KW Command, Top Producer, Lone Wolf, etc.); (2) data enrichment that fills missing property, mortgage, ownership, and behavioral fields across the entire contact database; (3) AI-driven automation via Fello IQ (marketing co-pilot with real-time Lead Score and Smart Send email optimization), Felix AI (conversational agent for phone/SMS nurturing and sales handoffs), and behavioral-triggered sequences; and (4) property intelligence that tracks listings, closings, and competitor-won transactions in real time. Notable proprietary components include TCPA/DNC compliance automation, Segment Watch notifications, Revenue Recovery for team transitions, and branded landing pages with QR-driven direct mail integration.
The business model centers on 12-month SaaS subscriptions with contact-volume tiering, supplemented by Fello Credits (a usage-based virtual currency for address enrichments, DNC checks, and postcard sends). Go-to-market combines product-led growth (a $100 white-glove onboarding offer versus the standard $1,499+ price), channel partnerships (Keller Williams Command Launchpad integration), an affiliate program paying 10% recurring commission for 12 months, and a community-driven acquisition funnel anchored by the annual 30 Day Challenge (2,000+ teams enrolled in 2026) and Fello Academy. The company reports 20,000+ paying professionals, $25M in funding led by Javelin Venture Partners (June 2022), an Inc. 5000 #23 ranking in 2025, and selection to the inaugural Inman Advisory Council. Geographic focus is exclusively United States.
Fello firmographics
Firmographics- Name
- Fello
- Legal name
- FlashHouse, Inc.
- Website
- https://fello.ai
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fello is an AI-powered B2B SaaS platform that enables U.S. real estate agents, real estate teams, and mortgage professionals to convert their existing CRM databases into automated seller lead generation engines through data enrichment, AI-driven outreach, and real-time property intelligence.
- Ownership category
- akta.pro rank
Fello industry classification
Industry- Product category
- Real Estate Marketing Automation
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)
- akta.pro secondary industry
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where Fello is headquartered
LocationHeadquarters
- HQ city
- Cleveland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fello business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription Plans: Fello operates on 12-month subscription contracts with monthly or annual billing options. Plans include base contact limits with add-on pricing for additional contacts (25% off on Growth & Scale plans). Subscription tiers differentiate on contact volume, feature access, and seat count. Onboarding fee is $100 (regularly $1,499+).
- Fello Credits (Usage-based Add-ons): Fello Credits are a virtual currency used for optional add-on features: address enrichments (1 credit each), DNC registry checks (1 credit per 3 contacts), and postcard sends (10 credits each). Credits are consumed on top of base subscription. Unused credits roll over month-to-month and never expire.
- Affiliate Program Commission: Fello pays a 10% recurring commission to affiliates for the first 12 months on base platform subscription fees for referred customers. Commissions are paid after a 45-day pending period to guard against chargebacks/refunds. Affiliates can also apply earnings as credits toward their own Fello subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 12-month subscription with monthly or annual billing |
| Usage-based | Pay-as-you-go | Credits-based usage add-ons |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Fello product offering
Product offeringCore offering
Fello is an AI-powered B2B SaaS marketing platform that syncs with any real estate CRM to enrich contact records with property, mortgage, and behavioral data, then automates personalized email, SMS, postcard, and AI-driven conversational outreach to convert dormant contacts into active seller leads. The platform combines database enrichment, predictive lead scoring, smart automations, branded landing pages, and AI agents to help real estate agents and mortgage professionals systematically unlock revenue from their existing CRM databases.
Product overview
Fello is a B2B SaaS platform that serves as an AI-powered marketing engine for real estate and mortgage professionals. The platform consists of a core unified product with integrated modules including Fello IQ (the AI co-pilot with Lead Score, Smart Send, and Data Enrichment), Felix AI (the conversational AI agent for nurturing and sales), automations engine for workflows and campaigns, and contact/database management with enrichment capabilities. Fello positions itself as turning existing CRM databases into 24/7 profit engines through data-driven intelligence, automated marketing, and AI-powered consumer experiences.
Differentiator
Problem solved
Functional benefit
Brands
- Felix AI: AI agent feature that handles nurturing, sales conversations, phone calls, handoffs, and reports for lead management.
- Fello IQ
Products and services
- Fello Platform Core AI-powered B2B SaaS marketing automation platform that syncs with any CRM to enrich contact data, automate personalized outreach, and convert dormant contacts into seller leads. Sold by subscription to real estate and mortgage professionals in the United States.
- Fello IQ AI marketing co-pilot that fills data gaps, scores leads in real time, optimizes email send times, and tracks property transactions across the database. Bundled with the Fello Platform subscription.
- Felix AI Conversational AI agent that handles automated nurturing conversations, sales engagement, phone/SMS communications, and CRM handoffs. Configurable skills with separate Nurture and Sales agent permissions, available as part of the Fello Platform.
- Fello Mortgage Specialized version of the Fello platform built for mortgage professionals, providing database activation, automated nurture, and referral-pipeline campaigns tailored to loan officers and mortgage brokers.
- Fello Academy Educational platform offering courses, masterclasses, guides, and webinars on Fello platform features and real estate marketing strategies. Accessed at academy.fello.ai.
- 30 Day Challenge (30DC) Annual virtual challenge program featuring 20+ webinars from top real estate operators, $100,000 in prizes, playbooks, and accountability, designed to drive team activation and adoption of the Fello platform.
- Fello Affiliate Program Referral program allowing existing customers and partners to earn a 10% recurring commission for the first 12 months on the base subscription fees of customers they refer, managed through First Promoter.
Quantifiable outcome
- 20,000+ real estate and mortgage professionals trust Fello
- +7 more outcomes
Companies that use Fello
Customer profileNamed customers20 records
Segments3 records
Ideal customer profiles3 records
Fello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability7 records
Feature10 records
Fello partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Keller WilliamscoreKeller Williams opened its AI-powered CRM platform Command to third-party developers via 'Command Launchpad', with Fello as one of the listed integration partners. This gives Fello visibility and distribution to KW's network of 180,000+ agents. KW leadership expects the launch to attract top technology companies and drive further integrations as agent demand for AI-forward tools grows.
- CRM Integration PartnerscoreFello offers integration partnerships with CRM platforms, enabling two-way sync of contact data and activity. The platform seamlessly connects with any CRM to sync all activity in real-time and bring marketing intelligence to the existing database. CRM partners include Follow Up Boss, Lone Wolf, Top Producer, Real Geeks, CINC, and others.
- Follow Up BosscoreFello integrates directly with Follow Up Boss CRM, enabling real-time contact sync and joint marketing as evidenced by customer Vreeland Real Estate citing 'Follow Up Boss integration and support have been game-changers.'
- Marketing PartnersminorFello's partnership page describes 'Marketing Partner' relationships involving large-scale revenue-sharing initiatives and content collaboration with value- and innovation-driven organizations to bring more value to both customer bases.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
Fello competitors and assessment
Company assessmentDirect peers
- Ylopo: Ylopo is an AI-powered digital marketing and lead generation platform purpose-built for real estate agents and teams. It competes head-to-head with Fello on seller/buyer lead conversion, AI-driven nurturing, and CRM-integrated database activation for residential real estate professionals.
- CINC (Commissions Inc.): CINC provides real estate lead generation, IDX websites, and CRM-integrated marketing automation for agents and teams. It is a direct competitor in database-driven seller lead activation and shares Fello's buyer/seller conversion flywheel approach.
- Real Geeks: Real Geeks offers CRM, lead generation, and marketing automation tools tailored to real estate professionals. It overlaps with Fello on database nurturing, automated drip campaigns, and integration with agent CRM workflows.
- Sierra Interactive: Sierra Interactive is a real estate marketing platform providing CRM, lead generation, and behavioral nurturing automation. It targets the same agent and team buyer personas as Fello with comparable database-activation functionality.
- Zurple: Zurple is an AI-driven real estate CRM and behavior-prediction platform that scores leads and automates personalized outreach. It is highly comparable to Fello's Fello IQ lead scoring and predictive nurturing feature set.
- Chime: Chime is a real estate CRM and marketing automation platform serving agents, teams, and brokerages with lead nurturing, IDX, and AI-assisted engagement features, overlapping significantly with Fello's core offering.
- Inside Real Estate (kvCORE): Inside Real Estate's kvCORE platform provides CRM, lead generation, and marketing automation for real estate brokerages and teams. It is a direct competitor at the team/brokerage tier that Fello targets via its Keller Williams and enterprise motion.
- Top Producer: Top Producer is an established real estate CRM and lead generation system used by individual agents and teams. It competes with Fello on database management, drip marketing, and seller-lead conversion workflows.
- BombBomb: BombBomb is a video email and personal-communication platform widely adopted by real estate agents for one-to-one outreach. It is adjacent but overlapping with Fello's Smart Send and Felix AI conversational engagement capabilities.
Broad incumbents
- Zillow Premier Agent: Zillow's Premier Agent program is a broad incumbent that combines a leading consumer property marketplace with agent CRM/lead tools. It is not a feature-for-feature competitor but its scale, data assets, and AI investments position it as an indirect threat to Fello's database-activation value proposition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Fello social profiles
Digital presenceFello compliance and trust
Trust signalCompliance1 record
Fello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fello leadership team
Management profileNumber of profiles
Profiles5 records
Fello funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fello M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fello
What does Fello do?
Fello is an AI-powered B2B SaaS marketing platform that syncs with any real estate CRM to enrich contact records with property, mortgage, and behavioral data, then automates personalized email, SMS, postcard, and AI-driven conversational outreach to convert dormant contacts into active seller leads. The platform combines database enrichment, predictive lead scoring, smart automations, branded landing pages, and AI agents to help real estate agents and mortgage professionals systematically unlock revenue from their existing CRM databases.
Is Fello a public or private company?
Fello is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fello founded?
Fello was founded in 2018. It employs 101 to 250 people.
Where is Fello based?
Fello is headquartered in Cleveland, United States, in the North America region.
How does Fello make money?
Three revenue lines are on record. SaaS Subscription Plans are the primary driver. The others are fello Credits (Usage-based Add-ons) and affiliate Program Commission.
Who are Fello's main competitors?
Direct peers on record are Ylopo, CINC (Commissions Inc.), Real Geeks, Sierra Interactive, Zurple, Chime, Inside Real Estate (kvCORE), Top Producer and BombBomb. Zillow Premier Agent is listed as a broad incumbent.
Does Fello have an API?
Yes. Fello offers an API with documentation available at docs.fello.ai. The platform provides API access for integrations and custom development purposes, as evidenced by the existence of API Docs section on the website and references to 'API & Custom' integrations in the Help Center. Developer documentation is at docs.fello.ai.
What industry is Fello in?
Fello's product category is Real Estate Marketing Automation. Its primary akta.pro industry code is BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging, with a secondary code of HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 541810 and its SIC code is 7311.