ActivePipe

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.

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

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

• Email marketing automation
• Real estate marketing software
• Mortgage broker marketing
• Lead scoring platform
• Marketing automation software

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels10 records

Core 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

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability5 records

Feature10 records

Partnerships

14 partnerships are on record, tiered parent and core.

• MoxiWorksparentStrategic or Co-development PartnerActivePipe 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)coreTechnology or IntegrationNative 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)coreTechnology or IntegrationNative 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)coreTechnology or IntegrationNative 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)coreTechnology or IntegrationNative CRM integration enabling Eagle users to enhance their database marketing with ActivePipe's automated campaigns and behavioral intelligence.
• Box+Dice (Real Estate CRM)coreTechnology or IntegrationIntegration 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)coreTechnology or IntegrationNative integration connecting MyDesktop CRM contacts with ActivePipe's marketing automation and lead scoring capabilities.
• MyCRM (Mortgage CRM)coreTechnology or IntegrationNative integration for Australian mortgage brokers using MyCRM, enabling seamless data sync for automated post-settlement nurture and refinance alerts.
• Mercury (Mortgage CRM)coreTechnology or IntegrationIntegration with Mercury CRM enabling mortgage brokers to activate their settled client database with automated marketing campaigns.
• Podium (Mortgage CRM)coreTechnology or IntegrationNative integration with Podium enabling mortgage brokers to add marketing automation to their existing client management workflow.
• Infynity (Mortgage CRM)coreTechnology or IntegrationIntegration with Infynity mortgage broker platform enabling automated client engagement and refinance opportunity identification.
• Salestrekker (Mortgage CRM)coreTechnology or IntegrationNative CRM integration for Salestrekker users enabling automated marketing sequences and client nurturing campaigns.
• Facebook / MetacoreGTM or Marketing PartnerActivePipe 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 ServicescoreTechnology or IntegrationPrimary 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

Broad 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

• Facebookfacebook.com/activepipe
• LinkedInlinkedin.com/company/active-pipe
• Instagraminstagram.com/activepipe
• Xx.com/activepipe

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds7 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ActivePipe