OpenAgent.com.au
OpenAgent.com.au is an Australian online marketplace that connects homeowners with local real estate agents through a free comparison and matching service, monetizing via referral fees, agent subscriptions, and adjacent property data products.
- Company typePrivate
- Founded2012
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What OpenAgent.com.au does
OpenAgent.com.au operates a real estate agent comparison and matching marketplace founded in 2012 and headquartered in Sydney, Australia. The platform connects Australian homeowners seeking to sell (and, increasingly, buy) property with local real estate agents, allowing consumers to search agents by suburb, compare their fees, sales track records, and customer reviews, and request introductions through a self-service website. The service is provided free to homeowners; OpenAgent monetizes primarily by charging successful agents a 20-30% referral fee (plus GST) on closed transactions, supplemented by Premier Agent subscription placements, sponsored suburb listings, and revenue from adjacent products including OpenEstimates (digital property valuation), Property Reports, and the OpenAdvantage buyer network providing off-market property access. Supporting the core matching service is an extensive content ecosystem of suburb profiles, market news, educational guides (Smart Seller Guide, 7-day selling course, Reno Roadmap), and calculators (commission, selling costs, capital gains) that drives organic search traffic and supports top-of-funnel demand generation.
The platform is built on a proprietary agent matching algorithm, automated valuation tooling, and a structured agent performance dataset accumulated over more than a decade. Operations span Sydney, Melbourne, and Brisbane with Australia-wide agent coverage; 2M+ Australians have used the platform and OpenAgent claims to be the #1 agent comparison site in Australia by SimilarWeb traffic (period 1/06/2024 to 30/5/2025). The company has raised approximately $16.2M in total funding across rounds in 2014, 2015, 2016, and 2023, with investors including Reinventure (lead, 2016), Qualgro VC, Breakthrough Lab, Hollard Investments, and IAG Firemark Ventures. Co-founders Zoe Pointon and Marta Higuera lead the company as co-CEOs, with Dan O'Connor as CTO and Ashley Frenken as Head of Sales. Headcount sits in the 11-50 range, consistent with a lean operating model focused on marketplace efficiency rather than heavy enterprise overhead.
OpenAgent.com.au firmographics
Firmographics- Name
- OpenAgent.com.au
- Legal name
- OpenAgent
- Website
- https://openagent.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- OpenAgent.com.au is an Australian online marketplace that connects homeowners with local real estate agents through a free comparison and matching service, monetizing via referral fees, agent subscriptions, and adjacent property data products.
- Ownership category
- akta.pro rank
OpenAgent.com.au industry classification
Industry- Product category
- Real Estate Agent Comparison & Matching Marketplace
- NAICS
- Offices of Real Estate Agents and Brokers (5312)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Affordable Housing & First-Time Buyer Brokerage (BPAJAAAD)
Keywords
Where OpenAgent.com.au is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
OpenAgent.com.au business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Agent Referral Fees: When a property is sold through an agent referred by OpenAgent, the successful agent pays OpenAgent a 20-30% variable referral fee (plus GST). This is the primary revenue stream and allows the service to be free for homeowners.
- Premier Agent Subscriptions: Agents can pay for premium subscriptions to be featured as 'Premier Agents' in recommendation sets. To qualify, agents must meet certain performance benchmarks including user feedback, quantity of sales, and proprietary data quality metrics.
- Sponsored Suburb Listings: Agents can pay to 'sponsor a suburb' which allows them to appear in sponsored placement within specific geographic areas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free service for homeowners |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
OpenAgent.com.au product offering
Product offeringCore offering
OpenAgent operates an online marketplace that matches Australian homeowners and property buyers with real estate agents by suburb. The service is free for consumers and monetizes primarily through referral fees (20-30% plus GST) charged to agents on successfully closed sales, supplemented by Premier Agent subscriptions and sponsored suburb placements. Supporting the core matching are property valuation (OpenEstimates), property reports, off-market property access (OpenAdvantage), suburb market research, and commission/selling-cost calculators.
Product overview
OpenAgent is a real estate agent comparison platform operating as a single unified service with integrated tools and resources. The core platform connects homeowners with real estate agents through a matching service. Supporting the core matching functionality are OpenEstimates (property valuation), Property Reports (detailed property analytics), and OpenAdvantage (off-market property access). The offering also includes a suite of calculators (commission, selling costs, capital gains), Suburb Profiles for market research, and the Seller Hub providing educational resources and downloadable guides including a 7-day selling course. The platform primarily serves Australian homeowners looking to buy, sell, or research property.
Differentiator
Problem solved
Functional benefit
Brands
- OpenEstimates: A quick digital estimate service for property values
- OpenAdvantage
- Seller Hub
- Buyer Network
Products and services
- Find Real Estate Agents Core matching service that connects Australian homeowners and property sellers with real estate agents based on location and property needs. Designed for homeowners looking to find, compare, and select local agents. Free for consumers; agents pay a referral fee upon successful sale.
- OpenEstimates Digital property valuation tool providing quick automated estimates of property values for Australian homeowners and sellers. Standalone offering accessible via openagent.com.au/openestimates.
- Property Reports Detailed property reports delivered via email containing comprehensive property information and analytics for Australian property owners and prospective sellers/buyers.
- OpenAdvantage Early access program providing Australian property buyers with off-market property opportunities not publicly listed, leveraging the OpenAgent network of partner agents.
- Suburb Profiles Market research tool providing suburb-specific property market data, trends, and analytics for Australian suburbs, including detailed profiles for major markets like Sydney, Melbourne, Brisbane, Adelaide, and Perth.
- Seller Hub Centralized resource hub for Australian homeowners preparing to sell their property, combining guides, tips, and tools into one destination.
- Premier Agent Subscription Subscription product for real estate agents to be featured as Premier Agents in OpenAgent's recommendation sets; agents must meet performance benchmarks including user feedback, quantity of sales, and proprietary data quality metrics.
- Sponsored Suburb Listings Advertising product allowing real estate agents to pay to 'sponsor a suburb', enabling sponsored placement within specific geographic areas on the OpenAgent platform.
- Free Property Appraisal Request Free property appraisal from a local expert agent, requested through the OpenAgent platform to help Australian homeowners understand their property's market value.
Quantifiable outcome
- 2 million+ Australians have used the platform
Companies that use OpenAgent.com.au
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
OpenAgent.com.au technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
OpenAgent.com.au partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
OpenAgent.com.au competitors and assessment
Company assessmentDirect peers
- RateMyAgent: Australian agent review and comparison platform serving the same homeowner-to-agent matching use case as OpenAgent, with overlapping revenue model around agent referrals and reviews.
- LocalAgentFinder: Australian real estate agent comparison service connecting homeowners with local agents by suburb — a direct competitor to OpenAgent's core matching product in the same Australian market.
- Homely: Australian property platform combining listings, suburb data, and agent connections — comparable to OpenAgent's blend of market data, valuation tools, and agent matching serving Australian homeowners.
- HomeLight: US-based agent matching platform connecting homeowners with top real estate agents — directly analogous business model to OpenAgent's core service, operating in a larger but different geography.
- Agent Pronto: US agent matching marketplace that connects consumers with vetted real estate agents based on location and need — comparable referral-fee-driven business model to OpenAgent's core offering.
Broad incumbents
- REA Group (realestate.com.au): Australia's dominant property portal with listings, agent advertising, and consumer property search — overlapping with OpenAgent's audience and agent customer base, with vastly greater scale and resources.
- Domain Holdings (domain.com.au): Major Australian property portal competing with REA — provides listings, agent profiles, and property data to the same Australian homeowner audience OpenAgent targets, with much broader resources.
- Zillow: US real estate marketplace combining property search, valuations (Zestimate), and agent connections — broader in scope than OpenAgent but overlaps on the agent matching and property valuation use cases.
Others
- PropTrack: Australian property data and analytics provider (subsidiary of REA Group) supplying AVM and property data — adjacent to OpenAgent through OpenEstimates and suburb profile functionality.
Emerging players
- OpenAgent (UK operator comparison sites): GetAgent is an Australian agent comparison platform with a similar homeowner-to-agent matching model — directly competitive with OpenAgent's core product in the same geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
OpenAgent.com.au social profiles
Digital presenceOpenAgent.com.au financial estimates
Financial estimateRevenue estimate
Valuation estimate
OpenAgent.com.au leadership team
Management profileNumber of profiles
Profiles4 records
OpenAgent.com.au funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OpenAgent.com.au 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 OpenAgent.com.au
What does OpenAgent.com.au do?
OpenAgent operates an online marketplace that matches Australian homeowners and property buyers with real estate agents by suburb. The service is free for consumers and monetizes primarily through referral fees (20-30% plus GST) charged to agents on successfully closed sales, supplemented by Premier Agent subscriptions and sponsored suburb placements. Supporting the core matching are property valuation (OpenEstimates), property reports, off-market property access (OpenAdvantage), suburb market research, and commission/selling-cost calculators.
Is OpenAgent.com.au a public or private company?
OpenAgent.com.au is a private company. It is classified as venture growth investor backed and is currently operating.
When was OpenAgent.com.au founded?
OpenAgent.com.au was founded in 2012. It employs 51 to 100 people.
Where is OpenAgent.com.au based?
OpenAgent.com.au is headquartered in Sydney, Australia, in the Oceania region.
How does OpenAgent.com.au make money?
Three revenue lines are on record. Agent Referral Fees are the primary driver. The others are premier Agent Subscriptions and sponsored Suburb Listings.
Who are OpenAgent.com.au's main competitors?
Direct peers on record are RateMyAgent, LocalAgentFinder, Homely, HomeLight and Agent Pronto. Broad incumbents are REA Group (realestate.com.au), Domain Holdings (domain.com.au) and Zillow. PropTrack is listed as an others. OpenAgent (UK operator comparison sites) is listed as an emerging player.
Does OpenAgent.com.au have an API?
No public API is recorded for OpenAgent.com.au.
What industry is OpenAgent.com.au in?
OpenAgent.com.au's product category is Real Estate Agent Comparison & Matching Marketplace. Its primary akta.pro industry code is BPAJAAAD, Affordable Housing & First-Time Buyer Brokerage. Its NAICS code is 5312 and its SIC code is 6531.