Properly
Properly was a Canadian tech-enabled real estate brokerage that supported individual home buyers and sellers through a digital platform across Toronto and Vancouver, facilitating over C$1 billion in transactions before being acquired by Pine in 2023.
- Company typePrivate
- Founded2019
- HeadquartersToronto, Canada
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Properly does
Properly is a Canadian tech-enabled real estate brokerage that operated a digital platform supporting end-to-end home buying and selling transactions for individual Canadian consumers. Founded around 2018–2019 and headquartered in Toronto, the company served buyers and sellers in the Toronto and Vancouver markets, combining a brokerage license with technology tools intended to streamline the transaction lifecycle from search through closing.
The company's core product was a real estate platform that matched consumers with agents and provided transaction support, leveraging proprietary technology and data accumulated across more than C$1 billion in supported transactions since 2020. Properly operated with a B2C go-to-market motion, generating revenue through real estate commissions on closed transactions; specific commission rates and pricing structures were not publicly disclosed. The firm employed 51–100 people and operated under brokerage licensing requirements in Ontario and British Columbia.
Properly raised approximately CAD$192 million in cumulative venture funding across multiple rounds between 2018 and 2022, with Bain Capital Ventures, FJ Labs, Prudence, i80 Group, Silicon Valley Bank, and AlleyCorp among the disclosed investors. In 2023, Properly was acquired by Pine, a Toronto-based digital mortgage startup, with its technology, team, and capabilities integrated into Pine to launch Pine Homes, expanding Pine's offering beyond mortgage origination into real estate search, advisory, and broader homeownership services. Following the acquisition, Properly ceased to operate as an independent entity.
Properly firmographics
Firmographics- Name
- Properly
- Legal name
- Properly
- Website
- https://properly.ca
- Company type
- Private
- Founded year
- 2019
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Properly was a Canadian tech-enabled real estate brokerage that supported individual home buyers and sellers through a digital platform across Toronto and Vancouver, facilitating over C$1 billion in transactions before being acquired by Pine in 2023.
- Ownership category
- akta.pro rank
Properly industry classification
Industry- Product category
- Residential Real Estate Brokerage
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)
- akta.pro secondary industries
- Closing Coordination & Transaction Management (Broker/Agent Support) (BPAJAOAH), Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)
Keywords
Where Properly is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Properly business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Properly product offering
Product offeringCore offering
Properly operates a tech-enabled real estate brokerage platform that supports Canadian consumers throughout the home buying and selling process. The company facilitates residential real estate transactions end-to-end in Toronto and Vancouver, combining licensed brokerage services with digital tools to streamline property transactions.
Product overview
Properly operated as a standalone real estate tech platform offering end-to-end support for home buying and selling transactions. The company served customers throughout the real estate process in Toronto and Vancouver, having facilitated over C$1 billion in transactions since 2020. In 2023, Properly was acquired by digital mortgage startup Pine, and its technology was integrated into Pine's platform to enable the launch of Pine Homes, expanding beyond mortgages into full real estate search, advisory, and homeownership services.
Differentiator
Problem solved
Functional benefit
Products and services
- Properly Real Estate Platform A digital real estate brokerage platform supporting customers throughout the home buying and selling process, facilitating residential real estate transactions and related services in Toronto and Vancouver.
- Pine Homes (home search and advisory) A home search and advisory platform launched by Pine using Properly's acquired technology, providing real estate search, advisory, and homeownership tools to Canadian consumers.
Quantifiable outcome
- Over C$1 billion in transactions supported since 2020
Companies that use Properly
Customer profileSegments1 record
Ideal customer profiles1 record
Properly technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Properly partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights4 records
Properly competitors and assessment
Company assessmentDirect peers
- Royal LePage: One of Canada's largest residential real estate brokerage networks with a national agent footprint. Directly comparable to Properly as a Canadian residential brokerage serving home buyers and sellers, though operating via a traditional franchised agent model rather than a tech-enabled platform.
- RE/MAX Canada: Major Canadian residential real estate brokerage franchise with strong brand recognition across Toronto, Vancouver, and other Canadian markets. Comparable as a direct residential brokerage competitor, though RE/MAX operates a traditional agent-franchise model versus Properly's tech-enabled platform.
- Century 21 Canada: National Canadian residential real estate brokerage with a franchised agent network. Comparable as a Canadian residential brokerage serving the same buyer/seller customer base, though distributed via traditional franchise economics rather than a centralized tech platform.
- Redfin: US-based tech-enabled residential brokerage that pioneered the digital-first brokerage model. Highly comparable to Properly in business model — combining technology with agent services to serve home buyers and sellers — though operating at much larger scale in the US market.
- Compass: US-based tech-enabled residential real estate brokerage that has invested heavily in a proprietary end-to-end agent and consumer platform. Directly comparable to Properly in combining technology, agents, and brokerage services to serve home buyers and sellers.
- eXp Realty: Cloud-based, technology-driven residential brokerage operating across North America with a virtual agent model. Comparable to Properly as a tech-enabled brokerage alternative to traditional incumbents, though operating at significantly larger scale.
Broad incumbents
- Zillow: Largest US residential real estate platform spanning search, media, and brokerage services. Comparable as a broad real estate tech incumbent overlapping with Properly's buyer/seller journey, though Zillow's marketplace scale and US focus make it a wider-scope incumbent rather than a direct brokerage competitor.
Emerging players
- Zoocasa: Canadian real estate search and brokerage platform owned by RE/MAX. Comparable as a Canadian-focused proptech overlapping Properly's buyer search and brokerage use cases, but smaller in scale and backed by an incumbent brokerage parent.
- HouseSigma: Canadian real estate data and brokerage platform focused on the Greater Toronto Area and Vancouver. Comparable to Properly as a Canada-focused proptech serving home buyers with data-driven tools, with partial overlap in brokerage services.
- Wahi: Canadian real estate marketplace and home-buying platform operating in the Greater Toronto Area. Comparable as an emerging Canadian proptech serving the same home buyer journey as Properly, though with a marketplace-led model rather than full brokerage services.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights5 records
Customer concentration
Properly social profiles
Digital presenceProperly financial estimates
Financial estimateRevenue estimate
Valuation estimate
Properly leadership team
Management profileNumber of profiles
Profiles1 record
Properly funding detail
Funding detailFunding overview
Funding rounds6 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Properly 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 Properly
What does Properly do?
Properly operates a tech-enabled real estate brokerage platform that supports Canadian consumers throughout the home buying and selling process. The company facilitates residential real estate transactions end-to-end in Toronto and Vancouver, combining licensed brokerage services with digital tools to streamline property transactions.
Is Properly a public or private company?
Properly is a private company. It is classified as corporate owned and is currently acquired.
When was Properly founded?
Properly was founded in 2019. It employs 51 to 100 people.
Where is Properly based?
Properly is headquartered in Toronto, Canada, in the North America region.
Who are Properly's main competitors?
Direct peers on record are Royal LePage, RE/MAX Canada, Century 21 Canada, Redfin, Compass and eXp Realty. Zillow is listed as a broad incumbent. Emerging players are Zoocasa, HouseSigma and Wahi.
Does Properly have an API?
No public API is recorded for Properly.
What industry is Properly in?
Properly's product category is Residential Real Estate Brokerage. Its primary akta.pro industry code is BPAJAAAA, Traditional Residential Brokerage (Existing Homes), with a secondary code of BPAJAOAH, Closing Coordination & Transaction Management (Broker/Agent Support). Its NAICS code is 5312 and its SIC code is 6531.