Updater
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Updater does
Updater is a B2B2C embedded commerce platform founded in 2011 and headquartered in New York (operated as a fully remote organization). The company connects service providers with consumers at the moment of residential relocation through a two-sided marketplace and an embedded commerce layer. Updater serves three customer segments: relocating consumers managing move-in tasks, multifamily property operators handling resident onboarding, and service providers (TV/internet, moving, insurance, utilities, home security, mobile plans) seeking distribution to high-intent movers. The platform reportedly powers approximately 25% of all US household moves annually.
The product architecture consists of four primary surfaces. The Moving App is the consumer-facing iOS/Android application for managing move-related tasks and purchasing services. Pro Onboarding is the multifamily SaaS module that automates resident move-in workflows for property managers, reportedly reducing move-in processing from days to hours at customers such as Bozzuto and Fairfield Residential. The Marketplace is the provider-side distribution network of 100+ partners reachable via a single integration, and PoweredBy is the embedded commerce product (Embed, API/Serviceability API, Order Desk, Call Transfer, Easylink) that enables audience owners to surface provider products inside their own apps, websites, and call centers. In May 2026, Updater launched an Internet Store in ChatGPT as its first agentic application, extending commerce into conversational AI agents, and added Verizon 5G Home Internet to the platform.
The business model combines three revenue streams: subscription fees for Enterprise Solutions and Professional Accounts (annual billing tied to estimated transaction volume, industry, and feature set), marketplace transaction fees or commissions on orders placed through Updater's network, and PoweredBy monetization from embedding buyflows into third-party platforms. GTM is hybrid: direct enterprise field sales for property managers, telecom, and insurance; OEM/embedded partnerships for distribution; and self-serve mobile-app acquisition for consumers. Updater has raised approximately $474 million in cumulative funding since 2011, including a $215 million debt-funded investment from Vista Credit Partners in May 2022, and has completed three acquisitions (MoveHQ in 2017, Bridgevine/Updater Home Services in 2019, and Dolly in 2021).
Updater firmographics
Firmographics- Name
- Updater
- Legal name
- Updater Inc.
- Website
- https://updater.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Updater industry classification
Industry- Product category
- Embedded Commerce Platform
- NAICS
- Used Household and Office Goods Moving (484210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-To Dwellings & Other Buildings (7340), Services-Computer Programming, Data Processing, Etc. (7370), Transportation Services (4700), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Household Goods Move Management (Vendor Coordination) (HSAKAJAE)
- akta.pro secondary industries
- Move Scheduling, Time-Window Booking & Calendar Management (HSAKAOAF), Building Management Liaison & COI/Move Approval Processing (HSAKAOAD), Relocation Benefits Administration & Vendor Management (THACALAK)
Keywords
Where Updater is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Updater business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Marketplace Transaction Fees: Updater takes a transaction fee or commission on orders placed through its platform. Service providers pay for qualified orders delivered through Updater's network of partners.
- Enterprise Solution Subscriptions: Annual or monthly subscription pricing for Enterprise Solutions sold to real estate brokerage firms, property managers, mortgage companies, moving companies, and title companies. Pricing determined by estimated transaction volume, industry, customization requirements, and features included.
- Professional Account Subscriptions: Individual professional accounts (real estate professionals, loan officers) with subscription pricing. Auto-renews for successive 12-month periods with special pricing based on company affiliation.
- PoweredBy Embed Licensing: Revenue from embedding Updater's buyflows into third-party platforms (property management software, apps, websites). Creates new revenue stream for audience owners while Updater monetizes the integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Solutions - Custom pricing based on transaction volume and features |
| Subscription | Annual | Professional Accounts - Publicly available pricing page with subscription fees |
| Subscription | Multi-year contract | Enterprise Solutions - First-year pricing not guaranteed for renewals |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Updater product offering
Product offeringCore offering
Updater operates an embedded commerce platform that connects service providers (TV/internet, moving, insurance, utilities, home security) with relocating consumers and property management companies through a two-sided marketplace and embeddable buyflows. The platform enables service providers to distribute high-consideration products across 100+ channels through a single integration, while offering consumers a mobile app to manage residential moves and property managers a Pro Onboarding solution for resident move-ins.
Product overview
Updater is a B2B2C commerce platform serving three segments: consumers managing residential moves, multifamily property managers handling resident onboarding, and service providers distributing products through the Updater network. The product architecture consists of a consumer-facing Moving App for end-users, Pro Onboarding for multifamily property managers, and a two-sided Marketplace/PoweredBy platform. The Marketplace enables service providers to distribute products to movers nationwide, while PoweredBy allows audience owners to embed Updater's buyflows to monetize their existing customer relationships. Together, these products enable embedded commerce across apps, AI agents, websites, and call centers through a single integration, with distribution across 100+ partner channels.
Differentiator
Problem solved
Functional benefit
Brands
- MoveHQ: Relocation technology brand for military and consumer moves
- PoweredBy
- Updater Pro Onboarding
- Moving App
Products and services
- Moving App Consumer-facing mobile app for iOS and Android that helps individuals manage residential moves, set up utilities, file change-of-address notifications, and discover moving-related services at the point of relocation intent.
- Pro Onboarding Multifamily resident onboarding solution for property management companies that automates and streamlines the move-in process, reducing administrative burden and delivering a consistent resident experience (e.g., Bozzuto reduced move-in processing from days to hours).
- PoweredBy Embedded Commerce Platform Embedded commerce platform enabling audience owners (property managers, apps, websites, call centers) to sell internet, moving, utilities, insurance, and more to their customers through a single integration. Customers complete purchases without leaving the host platform, creating a new revenue stream for the audience owner.
- Marketplace Two-sided distribution marketplace enabling service providers (moving, TV/internet, insurance, utilities) to distribute their products and services to Updater's network of 11M+ annual movers nationwide through a single integration, gaining access to 100+ acquisition channels.
- Internet Store in ChatGPT (Agentic App) Agentic commerce application allowing consumers to discover, compare, and purchase internet services through a conversational AI interface within ChatGPT, demonstrating Updater's agentic AI commerce capabilities.
Quantifiable outcome
- 65% average order rate lift after launching Updater's end-to-end digital buyflows
- +4 more outcomes
Companies that use Updater
Customer profileNamed customers9 records
Ideal customer profiles4 records
Updater technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature6 records
Updater partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AssurantcoreStrategic partnership embedding Assurant's industry-leading renter's insurance product into Updater's moving app, simplifying move-ins for property management companies and their residents.
- SkySlopecoreExpanded partnership bringing Updater's top moving app to millions of SkySlope users, including real estate buyers and sellers, through the transaction management platform.
- DollycoreOn-demand moving and delivery partner integrated into Updater's platform. Dolly handles heavy lifting for apartment moves, store deliveries, and haul away services. Over 3 million moves completed, 4.7 stars from 34k+ reviews, operating in 45+ US cities.
- Bozzuto GroupcoreProperty management company (14th largest in US) leveraging Updater Pro | Onboarding to transform resident move-in experience, reducing processing time from days to hours.
- Fairfield ResidentialcoreCalifornia-based real estate company and one of NMHC's 50 largest apartment managers, using Updater to transform resident experience and operational efficiency.
- MoveHQcoreRelated brand under Updater's portfolio serving the military moving sector. MoveHQ + HomeSafe Alliance partnership enables new era in military moving with integrated relocation services.
- National Apartment Association (NAA)minorUpdater participates in NAA's Apartmentalize annual conference, the rental housing industry's premier event, connecting with multifamily professionals nationwide.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Updater competitors and assessment
Company assessmentDirect peers
- Dolly: On-demand moving and delivery service operating in 45+ US cities. Dolly is a wholly-owned Updater subsidiary but originally operated as a direct competitor in the on-demand moving space and remains the closest comparable in consumer-facing moving services.
- Lugg: On-demand moving, delivery, and haul-away platform operating across major US metros. Directly comparable as a digital-first moving marketplace in the same category as Updater's Dolly integration.
- Fetch: Package management and resident services platform for apartments. Comparable because Fetch addresses the same multifamily resident-services wedge that Updater's Pro Onboarding targets, monetizing residents through value-added services.
- AppFolio: Cloud-based property management software with resident-facing portals. Comparable because it competes for the same multifamily software budget and increasingly bundles resident onboarding and services marketplace functionality.
- Bellhops: On-demand moving labor platform serving consumers and businesses across the US. Directly comparable as a moving-services marketplace competing for the same mover demographic Updater orchestrates.
- Buildium: Property management software platform serving residential portfolios. Directly comparable to Updater's Pro Onboarding business, since both target multifamily operators managing the move-in lifecycle.
- EasyPost: Shipping API aggregator providing multi-carrier access through a single integration. Comparable to Updater's PoweredBy because both abstract multi-provider commerce complexity behind a unified developer-facing API.
Broad incumbents
- RealPage: Enterprise property management and resident services platform for multifamily owners and operators. Comparable because RealPage bundles onboarding, payments, and ancillary services that increasingly overlap with Updater's multifamily wedge.
- Yardi: Largest incumbent property management software suite for multifamily. Comparable as the dominant platform sitting upstream of Updater's resident onboarding flow, with growing resident-services capabilities of its own.
Emerging players
- Apartment List: Apartment search marketplace monetizing renter intent through value-added services. Comparable to Updater at the apartment-renter audience layer where both capture high-intent consumers around the moving journey.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Updater social profiles
Digital presenceUpdater compliance and trust
Trust signalCompliance1 record
Updater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Updater leadership team
Management profileNumber of profiles
Profiles11 records
Updater subsidiaries and ownership
Company hierarchySubsidiaries1 record
Updater funding detail
Funding detailFunding overview
Funding rounds10 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Updater M&A and investment
M&A and investmentM&A3 records
Investments6 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Updater
What does Updater do?
Updater operates an embedded commerce platform that connects service providers (TV/internet, moving, insurance, utilities, home security) with relocating consumers and property management companies through a two-sided marketplace and embeddable buyflows. The platform enables service providers to distribute high-consideration products across 100+ channels through a single integration, while offering consumers a mobile app to manage residential moves and property managers a Pro Onboarding solution for resident move-ins.
Is Updater a public or private company?
Updater is a private company. It is classified as venture growth investor backed and is currently operating.
When was Updater founded?
Updater was founded in 2011. It employs 101 to 250 people.
Where is Updater based?
Updater is headquartered in New York, United States, in the North America region.
How does Updater make money?
Four revenue lines are on record. Marketplace Transaction Fees are the primary driver. The others are enterprise Solution Subscriptions, professional Account Subscriptions and poweredBy Embed Licensing.
Who are Updater's main competitors?
Direct peers on record are Dolly, Lugg, Fetch, AppFolio, Bellhops, Buildium and EasyPost. Broad incumbents are RealPage and Yardi. Apartment List is listed as an emerging player.
Does Updater have an API?
Yes. Updater offers a public API enabling service providers to integrate once and access dozens of acquisition channels. The PoweredBy API allows integrating commerce via iframe for service providers. Serviceability API is also available for checking service availability. The platform allows integration with the network of 100+ partners through a single integration. Developer documentation is at updater.com/developers.
What industry is Updater in?
Updater's product category is Embedded Commerce Platform. Its primary akta.pro industry code is HSAKAJAE, Household Goods Move Management (Vendor Coordination), with a secondary code of HSAKAOAF, Move Scheduling, Time-Window Booking & Calendar Management. Its NAICS code is 484210 and its SIC code is 7340.