What Planitar does

Planitar Inc., operating under the iGUIDE brand, is a Waterloo, Ontario-based real estate metrology company founded in 2012. The company provides a property visualization platform that combines 3D virtual tours, accurate floor plans, and measurement data generated from a single property scan using its proprietary PLANIX R1 camera system. The core technology integrates a professional scanning camera with automated processing that produces ANSI and RMS-compliant floor plans, immersive 3D tours, and rich property data without manual stitching or post-processing. Claimed measurement accuracy is 0.5% for distance and 1% for square footage, and a 2,500 sq ft space can be captured in under 15 minutes, up to 3x faster than traditional methods. The platform supports multiple export formats (PDF, SVG, DWG, RVT, ESX) and integrates with downstream tools including Verisk Xactimate for insurance estimation, Flexmls, Realtor.ca, Zillow, and Google Street View.

iGUIDE serves multiple customer segments: residential real estate agents and brokerages (primary), real estate photographers, insurance and restoration firms, architecture and remodeling contractors, forensic investigators, and facility managers. Pricing is per-project with no required subscriptions, ranging from $6.99 CAD (RADIX entry-level) to $66 CAD (Premium) for software deliverables, with the PLANIX R1 camera sold separately for $3,499 CAD. Add-on modules include Advanced Drawing Packages ($210 CAD), Xactimate Sketches ($34.99–$108 CAD), Site Plans, and Branded Property Overviews. Distribution is hybrid: direct enterprise sales to large brokerages and insurance firms, an iGUIDE Pro network of certified photographers across North America for service-based capture, and self-serve e-commerce for individual buyers.

In October 2025, REA Group (a News Corp. subsidiary) acquired a 61.5% controlling stake in Planitar, providing capital and distribution into the Australian and Irish markets. The company has since accelerated product development (Site Plans and Branded Property Overviews launched in February 2026), signed a flagship GTM partnership with HGTV's Mike Holmes in December 2025 to penetrate the construction and renovation vertical, and added Upmarket Media as a channel partner. Headcount remains in the 11–50 range, and the company retains operational independence under REA Group's ownership.

Name

Planitar

Legal name

Planitar Inc.

Website

https://goiguide.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Planitar (iGUIDE) is a Waterloo-based real estate metrology company selling a proprietary PLANIX R1 camera and per-project packages that generate 3D tours, ANSI/RMS-compliant floor plans, and measurements for real estate, insurance, architecture, and facility management professionals.

Ownership category

akta.pro rank

Product category

Real Estate Property Visualization Software

NAICS

Computer Systems Design Services (541512)

SIC

Photographic Equipment & Supplies (3861), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Fixed-Lens Cameras (Compact, Bridge & 360 Cameras) (CRACAPAB)

akta.pro secondary industry

Photogrammetry & Reality Capture for AM (IMAAAHAB)

Keywords

• Property visualization software
• 3D virtual tours
• Floor plan generation
• Real estate metrology
• Spatial mapping technology

Headquarters

HQ city

Waterloo

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Per-Project iGUIDE Captures: Customers pay per project for iGUIDE property captures. Packages range from entry-level RADIX ($6.99 CAD) to Premium ($66.00 CAD), with optional add-ons for CAD deliverables, Xactimate sketches, and Site Plans. No subscription required—customers own their data and pay per use.
2. Hardware Sales - PLANIX R1 Camera: Sale of the PLANIX R1 professional scanning camera at $3,499.00 CAD. One-time hardware purchase for professionals who want to capture properties themselves rather than hire iGUIDE Pro service providers.
3. Add-on Deliverables: Optional premium deliverables including Advanced Drawing Package ($210.00 CAD), Sketch packages (Instant $34.99, Standard $90.00, Premium $108.00 CAD), Site Plans add-on, and custom CAD/Xactimate file exports.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Planitar's iGUIDE platform combines a proprietary PLANIX R1 scanning camera with cloud-based software to produce, in a single property walkthrough, an accurate ANSI/RMS-compliant floor plan, an immersive 3D virtual tour, precise room-by-room measurements, and optional add-on deliverables such as Site Plans, CAD files, and Xactimate sketches for insurance. Customers can either self-capture using the camera or hire a certified iGUIDE Pro photographer from the North American service network, with per-project pricing and no required subscription.

Product overview

Planitar's iGUIDE is a unified property visualization platform that combines a professional camera system (PLANIX R1), multiple service tiers (RADIX, Instant, Standard, Premium), and various add-on modules. The core workflow involves a single property scan with the PLANIX R1 to automatically generate 3D virtual tours, floor plans, and property measurements. The platform serves multiple industries including residential real estate, insurance/restoration, architecture, and facility management. Pricing is per-project with no subscriptions required, and users can customize packages with add-ons including Site Plans, Branded Property Overviews, CAD Deliverables, Xactimate Sketches, and various Sketch packages. The platform exports data in multiple formats (PDF, SVG, DWG, RVT, ESX) for use across real estate portals, CAD tools, and insurance platforms.

Differentiator

Problem solved

Functional benefit

Brands

• iGUIDE: Property visualization platform providing 3D virtual tours, floor plans, site plans, and property measurement solutions for real estate professionals.
• PLANIX R1

Products and services

• iGUIDE Property Visualization Platform Cloud-based property visualization platform that, combined with a PLANIX camera scan, automatically generates 3D virtual tours, ANSI/RMS-compliant floor plans, room-by-room measurements, and optional add-on deliverables. Used by real estate agents, brokerages, photographers, insurance/restoration professionals, architects, facility managers, and forensic investigators. Customers own their data with no required subscription.
• PLANIX R1 Camera Professional-grade scanning camera (hardware) that captures 2,500 sq ft of space in under 15 minutes, producing 3D virtual tours, accurate floor plans, room-by-room measurements, and property reports automatically. Sold as a one-time purchase at $3,499.00 CAD to photographers, appraisers, inspectors, and insurance adjusters who want to capture properties themselves rather than hire an iGUIDE Pro.
• iGUIDE RADIX Entry-level per-project iGUIDE capture package at $6.99 CAD. Includes a 3D virtual tour and basic floor plan; best for simple residential listings. Targets price-sensitive real estate agents.
• iGUIDE Instant Quick-capture per-project iGUIDE package at $7.99 USD, designed for fast-turnaround property scanning and basic property visualization. Targets agents who need rapid listing turnaround.
• iGUIDE Standard Standard-tier per-project iGUIDE package starting at $48.00 CAD. Includes 3D virtual tour, floor plans, and property report with standard detail level. Targeted at mid-tier real estate professionals.
• iGUIDE Premium Premium-tier per-project iGUIDE package at $66.00 CAD. Includes the highest level of detail, full feature set, and premium deliverables for luxury or complex property listings.
• iGUIDE Advanced Drawing Package Professional-grade drawing add-on at $210.00 CAD that delivers enhanced CAD deliverables for architectural and construction workflows. Targets architects, remodelers, and construction firms.
• iGUIDE Xactimate Sketch Packages Three sketch add-on tiers (Instant $34.99, Standard $90.00, Premium $108.00 CAD) that export iGUIDE floor plans into Verisk Xactimate format (ESX) for insurance and restoration estimation workflows. Targets insurance adjusters and restoration contractors.
• iGUIDE Site Plans Exterior property visualization add-on launched February 2026 that provides a bird's-eye schematic view of full properties including buildings, outdoor features, and overall layout, enabling buyers to evaluate property fit before in-person showings. Targets residential real estate agents and brokerages.
• Branded Property Overviews Customizable floor plan feature launched February 2026 for iGUIDE Standard and Premium projects. Automatically combines floor plans and site plans into a polished, branded PDF report with agent logo, brand colours, and contact details. Targets residential real estate agents who want differentiated listing materials.
• iGUIDE CAD Deliverables CAD file export add-on that delivers iGUIDE floor plan data in DWG, RVT, and ESX formats for use in CAD tools and insurance estimation platforms. Targets architects, remodelers, construction firms, and insurance professionals.
• iGUIDE Developer API Developer API for building integrations and automating workflows, with refreshed documentation in February 2026 covering getting-started guides, endpoint references, and examples for automated publishing and data retrieval. Targets software developers and enterprise integrators who want to embed iGUIDE captures into their own platforms.

Quantifiable outcome

• Properties with iGUIDE sell up to 39% faster than those with photos only
• +7 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core and flagship.

• Upmarket MediacoreGTM or Marketing Partner · 10 February 2026Upmarket Media, a media production partner, has endorsed iGUIDE Site Plans as a driver of new business demand. Partner helps promote and implement the new feature within their production workflow.
• Mike HolmesflagshipGTM or Marketing Partner · 3 December 2025HGTV host and building expert Mike Holmes partnered with iGUIDE to promote the importance of accurate property data in construction projects. Holmes uses iGUIDE's PLANIX R1 camera system to enhance documentation and measurement of renovation projects, aiming to reduce rework costs and improve outcomes.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cupix: Cupix provides 3D digital twin and virtual tour software for construction, facility management, and real estate. It is comparable to iGUIDE in its reality capture and floor plan output, with particular overlap in the architecture/construction and facility management segments Planitar targets.
• Matterport: Matterport is the leading 3D spatial capture platform for real estate and built environments, offering camera hardware, cloud processing, and a virtual tour platform. It is the most direct competitor to iGUIDE, with a larger installed base and subscription-based software model.
• Asteroom: Asteroom offers AI-driven 3D virtual tours and floor plans for real estate listings using smartphone capture. It competes directly with iGUIDE in the residential listing visualization market, particularly with iGUIDE RADIX and Instant tiers.
• Giraffe360: Giraffe360 (formerly Immoviewer) offers an integrated camera + software platform that automatically produces floor plans, virtual tours, and HDR photography for real estate agents. It is highly comparable to iGUIDE's PLANIX + platform model, with similar per-project pricing and agent-centric distribution.
• EyeSpy360: EyeSpy360 provides virtual tour software for real estate, with 360-degree and 3D tour creation tools. It is a direct peer in the virtual tour and floor plan category, particularly competing for SMB real estate agents looking for self-serve alternatives.

Emerging players

• Insta360: Insta360 manufactures consumer and professional 360-degree cameras increasingly used for real estate virtual tours. As a hardware competitor and ecosystem player, it represents an emerging threat or potential partner to the PLANIX R1 camera.
• GeoCV: GeoCV uses smartphone-based 3D scanning to generate floor plans and virtual tours for real estate. It is an emerging player competing on price and accessibility versus hardware-based systems like PLANIX R1.

Broad incumbents

• Zillow 3D Home: Zillow's 3D Home tour offering provides free virtual tour capture integrated directly into the Zillow listing platform. As a broad incumbent with massive listing distribution, it competes with iGUIDE by bundling capture into a free consumer/agent workflow rather than a per-project paid service.

Others

• Ricoh (THETA cameras): Ricoh's THETA line of consumer/professional 360-degree cameras is used by many photographers as the capture device for virtual tour workflows. It is a hardware adjacency peer to the PLANIX R1 camera system.
• Verisk (Xactimate): Verisk's Xactimate platform is the dominant insurance estimation software in North America, and Planitar integrates with it via ESX export. It is an ecosystem/integration partner rather than a direct competitor, but the dependency shapes Planitar's insurance vertical roadmap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCA8ZLAabRkKYMRESoFVS43Q
• Facebookfacebook.com/Planitar
• LinkedInlinkedin.com/company/2990083
• Instagraminstagram.com/go_iguide
• Xx.com/iguide_1

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

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 Planitar