ActivePipe
ActivePipe is a vertical SaaS email marketing automation platform that uses behavioral intelligence and predictive lead scoring to help real estate agents and mortgage brokers identify high-intent contacts in their databases and automate personalized client journeys across Australia, New Zealand, and the US.
- Company typePrivate
- Founded2015
- HeadquartersMelbourne, Australia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What ActivePipe does
ActivePipe is a vertical SaaS email marketing automation platform purpose-built for the real estate and mortgage broking industries. Founded in 2015 and headquartered in Cremorne, Melbourne, Australia, the company operates as part of the MoxiWorks family with US operations under ActivePipe, Inc. (Delaware). The platform's core technology centers on an "Intent Engine" that combines opt-in survey responses with engagement behavior (opens, clicks, property views) to score contacts on real-time buying and selling intent, supplemented by a recommendation engine ("SmartMatch") that pairs contacts with relevant property listings and a Refinance Alert Engine that triggers time-based campaigns ahead of fixed-rate loan expiry. The platform is delivered as a multi-tenant SaaS solution hosted on AWS across Australia, New Zealand, Singapore, and the United States, accessed via unique subdomains and integrated natively with six Australian real estate CRMs and five Australian/NZ mortgage CRMs.
The product surface is delivered through two primary solutions — Real Estate Email Marketing and Mortgage Broker Marketing — underpinned by 100+ real estate and 150+ mortgage pre-built campaign templates (including ASIC-compliant mortgage templates and RBA rate-update automation), a drag-and-drop builder, Data Discovery Surveys, hot lead alerts, and agent engagement tracking. Revenue is generated primarily through recurring SaaS subscriptions priced on a quote basis tied to database size and user count, supplemented by setup and training services. The go-to-market blends self-serve 30-day trials for individual agents with consultative demo-based sales for mid-market and enterprise brokerages, augmented by CRM partner channels and content marketing through an active Content Hub.
ActivePipe reports a footprint of 230+ real estate brokerages and 5,000+ mortgage brokers across Australia and New Zealand, with US distribution leverage through MoxiWorks. Notable customers include Harcourts Mandurah (153% database growth, 2x market share), Barfoot & Thompson Browns Bay (69.85% open rate), Ray White offices, Barry Plant, LJ Hooker, RealWay Property Partners, and Punters Finance. Documented performance metrics include 1.5x industry-average open rates, 2x click-through rates, 47% average view rates, and <1% unsubscribe rates at best-performing accounts. The company has raised a disclosed $51M round led by SecondQuarter Ventures in 2021 alongside earlier rounds from NAB Ventures, Asia Principal Capital, and Second Century Ventures, and is led by CEO Ashley Farrugia with Martin Dalgleish as Chairman.
ActivePipe firmographics
Firmographics- Name
- ActivePipe
- Legal name
- ActivePipe, Inc.
- Website
- https://activepipe.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ActivePipe is a vertical SaaS email marketing automation platform that uses behavioral intelligence and predictive lead scoring to help real estate agents and mortgage brokers identify high-intent contacts in their databases and automate personalized client journeys across Australia, New Zealand, and the US.
- Ownership category
- akta.pro rank
ActivePipe industry classification
Industry- Product category
- Real Estate Marketing Automation
- NAICS
- Direct Mail Advertising (541860)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Real Estate Referral Networks (Agents, Brokers & Lead Gen) (FSAEAMAF)
Keywords
Where ActivePipe is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
ActivePipe business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription (Platform Access): ActivePipe generates revenue primarily through recurring subscription fees for platform access. The platform is accessed via unique subdomains assigned to each user. Billing is issued in advance on the go-live date with payment due 14 days after invoice date. A reactivation fee of $400 applies for accounts that are terminated and subsequently reactivated.
- Setup and Training Services: Where ActivePipe is engaged to undertake initial account setup and database import, additional services may be provided. The company emphasizes comprehensive setup verification and training before launch, differentiating their approach from simply providing login credentials.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Platform Subscription |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels10 records
ActivePipe product offering
Product offeringCore offering
ActivePipe is a SaaS email marketing automation platform built specifically for real estate agents, brokerages, and mortgage brokers. The platform combines a proprietary Intent Engine (behavioral lead scoring), Smart Property Matching, pre-built compliant campaign templates, and native CRM integrations to identify transaction-ready contacts and automate personalized follow-up at database scale.
Product overview
ActivePipe is an advanced customer relationship management plug-in platform delivering enterprise-level marketing automation and smart data analytics to the real estate and mortgage broking sectors. The platform operates as a unified product with multiple integrated modules: the core Real Estate Email Marketing and Mortgage Broker Marketing products share a common infrastructure and CRM integration layer, while the Intent Engine (AI lead scoring), Smart Property Matching, Refinance Alert Engine, Data Discovery Surveys, and Pre-Built Campaign templates function as built-in capabilities within the same platform rather than separate standalone add-ons. The platform complements existing CRMs by adding an intelligence layer that nurtures databases and identifies transaction-ready contacts, with no replacement of the CRM itself.
Differentiator
Problem solved
Functional benefit
Products and services
- Real Estate Email Marketing Email marketing automation platform for real estate agents and brokerages that identifies buying and selling intent through behavioral intelligence and surveys, then triggers personalized campaigns including property alerts, lead scoring, and agent follow-up alerts.
- Mortgage Broker Marketing Email and SMS marketing automation for mortgage brokers focused on post-settlement client retention, automated refinance alerts timed to fixed-rate loan expiry, and re-engagement campaigns to convert dormant past clients into repeat business and referrals.
Quantifiable outcome
- 47% average view rate and 5.6% average click-through rate for real estate campaigns
- +6 more outcomes
Companies that use ActivePipe
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
ActivePipe technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability5 records
Feature10 records
ActivePipe partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered parent and core.
- MoxiWorksparentActivePipe is part of the MoxiWorks family, bringing proven success from thriving markets in the US, Australia, and New Zealand. MoxiWorks operates as the parent company overseeing ActivePipe alongside its other real estate technology investments. The relationship enables cross-market expertise and shared best practices across geographies.
- Rex (Real Estate CRM)coreNative integration enabling seamless data sync between Rex CRM contacts and ActivePipe marketing automation. RealWay Property Partners, a 13-year-old boutique in Toowoomba, implemented ActivePipe alongside their existing Rex system to eliminate manual email building and gain engagement tracking across 12 agents.
- AgentBox (Real Estate CRM)coreNative CRM integration enabling real estate agencies using AgentBox to sync contacts, listings, and engagement data with ActivePipe for automated marketing campaigns.
- VaultRE (Real Estate CRM)coreNative integration with VaultRE real estate CRM enabling agencies to leverage existing contact data for behavior-triggered email marketing and lead identification.
- Eagle (Real Estate CRM)coreNative CRM integration enabling Eagle users to enhance their database marketing with ActivePipe's automated campaigns and behavioral intelligence.
- Box+Dice (Real Estate CRM)coreIntegration with Box+Dice enabling real estate agencies to add marketing intelligence and automated follow-up capabilities to their existing CRM workflow.
- MyDesktop (Real Estate CRM)coreNative integration connecting MyDesktop CRM contacts with ActivePipe's marketing automation and lead scoring capabilities.
- MyCRM (Mortgage CRM)coreNative integration for Australian mortgage brokers using MyCRM, enabling seamless data sync for automated post-settlement nurture and refinance alerts.
- Mercury (Mortgage CRM)coreIntegration with Mercury CRM enabling mortgage brokers to activate their settled client database with automated marketing campaigns.
- Podium (Mortgage CRM)coreNative integration with Podium enabling mortgage brokers to add marketing automation to their existing client management workflow.
- Infynity (Mortgage CRM)coreIntegration with Infynity mortgage broker platform enabling automated client engagement and refinance opportunity identification.
- Salestrekker (Mortgage CRM)coreNative CRM integration for Salestrekker users enabling automated marketing sequences and client nurturing campaigns.
- Facebook / MetacoreActivePipe enables Facebook Custom Audience campaigns by identifying high-intent contacts from the database who can be targeted with relevant ads. LJ Hooker Kensington achieved their second-best quarter in settled sales through ActivePipe and Facebook marketing integration. Ray White Papakura uses ActivePipe to identify hot leads for targeted Facebook outreach.
- Amazon Web ServicescorePrimary hosting service provider for data storage, platform hosting, and serving infrastructure. Servers are located in Australia, New Zealand, Singapore, and the United States to support the ANZ and US markets.
Scale indicators17 records
Recent moves6 records
Expansion highlights6 records
ActivePipe competitors and assessment
Company assessmentBroad incumbents
- MoxiWorks: Parent company and broad incumbent offering a full real estate platform including CRM, websites, and marketing tools across North America. Overlaps with ActivePipe through marketing automation and lead intelligence but operates as a wider portfolio rather than a niche specialization.
- Mailchimp: Mass-market email marketing and automation platform used by real estate and mortgage professionals as a generic alternative to ActivePipe. ActivePipe's SEO comparison pages name Mailchimp as a direct alternative.
- Constant Contact: Long-standing email marketing platform with real estate and small business templates, often cited as a generic alternative for agent database marketing. Overlaps with ActivePipe's email automation core but lacks the Intent Engine depth.
- ActiveCampaign: SMB-focused marketing automation platform with CRM, email, and behavioral triggers used by real estate and mortgage professionals. Comparable on automation and lead scoring capabilities but lacks ActivePipe's domain specialization.
Direct peers
- Follow Up Boss: Real estate CRM with action plans, email drip campaigns, and lead routing built for real estate teams and brokerages. Competes with ActivePipe on database nurturing and behavior-triggered communication for real estate.
- Real Geeks: Direct competitor providing real estate websites, CRM, and lead generation/email marketing tools aimed at real estate agents and brokerages. Comparable in target customer (agents and brokerages) and email marketing functionality.
- Wise Agent: Real estate CRM with built-in email marketing, drip campaigns, and lead management targeting individual agents and small brokerages. Directly competes in the real estate database nurturing and email automation space.
- LionDesk: Real estate CRM and marketing platform offering email drip campaigns, video email, and lead follow-up for agents and brokerages. Directly comparable in serving the same real estate professional segment with email automation.
- BombBomb: Video email and personal communication platform widely adopted by real estate professionals for client follow-up and relationship nurturing. Directly comparable as a real-estate-focused email and engagement tool.
Emerging players
- iContact: Email marketing platform with real estate vertical targeting and behavior-triggered campaigns. Comparable in serving real estate professionals with email automation, though narrower than ActivePipe's mortgage and behavioral intelligence stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ActivePipe social profiles
Digital presenceActivePipe compliance and trust
Trust signalCompliance3 records
ActivePipe financial estimates
Financial estimateRevenue estimate
Valuation estimate
ActivePipe leadership team
Management profileNumber of profiles
Profiles2 records
ActivePipe funding detail
Funding detailFunding overview
Funding rounds7 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ActivePipe 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 ActivePipe
What does ActivePipe do?
ActivePipe is a SaaS email marketing automation platform built specifically for real estate agents, brokerages, and mortgage brokers. The platform combines a proprietary Intent Engine (behavioral lead scoring), Smart Property Matching, pre-built compliant campaign templates, and native CRM integrations to identify transaction-ready contacts and automate personalized follow-up at database scale.
Is ActivePipe a public or private company?
ActivePipe is a private company. It is classified as corporate owned and is currently operating.
When was ActivePipe founded?
ActivePipe was founded in 2015. It employs 51 to 100 people.
Where is ActivePipe based?
ActivePipe is headquartered in Melbourne, Australia, in the Oceania region.
How does ActivePipe make money?
Two revenue lines are on record. SaaS Subscription (Platform Access) is the primary driver. The others are setup and Training Services.
Who are ActivePipe's main competitors?
Broad incumbents on record are MoxiWorks, Mailchimp, Constant Contact and ActiveCampaign. Direct peers are Follow Up Boss, Real Geeks, Wise Agent, LionDesk and BombBomb. iContact is listed as an emerging player.
Does ActivePipe have an API?
No public API is recorded for ActivePipe.
What industry is ActivePipe in?
ActivePipe's product category is Real Estate Marketing Automation. Its primary akta.pro industry code is FSAEAMAF, Real Estate Referral Networks (Agents, Brokers & Lead Gen). Its NAICS code is 541860 and its SIC code is 7311.