RE/MAX Holdings
RE/MAX Holdings (NYSE: RMAX) is a Denver-based global real estate franchisor licensing the RE/MAX brand to 145,000+ agents across 8,500+ offices in 120+ countries, with adjacent Motto Mortgage and wemlo mortgage-processing subsidiaries, currently pending acquisition by The Real Brokerage Inc.
- Company typePublic
- Founded2013
- HeadquartersDenver, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What RE/MAX Holdings does
RE/MAX Holdings, Inc. (NYSE: RMAX) is a Denver-headquartered global real estate franchisor established in 2013 to take the RE/MAX brand public following its 1973 founding by Dave and Gail Liniger. The company's core business is licensing the RE/MAX brand to independently owned and operated brokerage offices worldwide, generating revenue through ongoing franchise royalties and initial franchise fees, and through the reacquisition of regional master franchise rights when independent owners exit. As of late 2025 the network comprised approximately 148,660 agents across 8,500+ offices in 120+ countries and territories, with 79 of the top 100 brokerages by productivity affiliated with RE/MAX.
The platform extends beyond the residential brokerage franchise into adjacent verticals: Motto Mortgage (launched 2016, 210+ offices in 40+ U.S. states) is the first national mortgage brokerage franchise brand in the United States; wemlo (acquired 2020) provides cloud-based mortgage loan processing with a 21-day average processing time versus the 44-day industry average; RE/MAX Commercial operates in 80+ countries; and The RE/MAX Collection serves the luxury segment in 110+ countries. Technology offerings include the MAXTech/BoldTrail brokerage platform, MAX AI and SkyView AI assistants, BOSSCAT home inspection tool, MasterPitch listing presentation system, Marketing as a Service, and integrations with Canva, realtor.com, and Zillow. RE/MAX carries over $436M in outstanding debt, generated $70.2M in Q1 2026 revenue (down 5.7% YoY) with FY2025 guidance of $285-305M, and is the subject of a pending acquisition by The Real Brokerage Inc. announced April 27, 2026 at approximately $880M enterprise value, expected to close in H2 2026 and form the combined Real REMAX Group.
RE/MAX Holdings firmographics
Firmographics- Name
- RE/MAX Holdings
- Legal name
- RE/MAX Holdings, Inc.
- Website
- https://remaxholdings.com
- Company type
- Public
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- RE/MAX Holdings (NYSE: RMAX) is a Denver-based global real estate franchisor licensing the RE/MAX brand to 145,000+ agents across 8,500+ offices in 120+ countries, with adjacent Motto Mortgage and wemlo mortgage-processing subsidiaries, currently pending acquisition by The Real Brokerage Inc.
- Ownership category
- akta.pro rank
RE/MAX Holdings industry classification
Industry- Product category
- Real Estate Franchising
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Foreclosure/REO & Distressed Property Brokerage (BPAJAAAI)
- akta.pro secondary industries
- Special Purpose & Alternative Asset Brokerage (BPAJABAH), Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)
Keywords
Where RE/MAX Holdings is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RE/MAX Holdings business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Franchise Royalties and Fees: RE/MAX generates revenue primarily through franchise royalties and fees from its network of independently owned and operated RE/MAX and Motto Mortgage offices. Franchise owners pay ongoing royalties based on their production, along with initial franchise fees. The company also generates revenue by reacquiring regional franchising rights from independent owners when they decide to sell, which provides exit strategies for regional owners and results in greater annual revenue for RE/MAX Holdings by eliminating a level of ownership.
- wemlo Mortgage Processing Services: wemlo provides mortgage loan processing services to mortgage brokerages and loan originators across the U.S., generating revenue through service fees for loan processing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | RE/MAX Franchise - Regional Master Franchise Rights |
| Other | Annual | Motto Mortgage Franchise |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
RE/MAX Holdings product offering
Product offeringCore offering
RE/MAX Holdings is a global real estate franchisor that licenses the RE/MAX brand to independent broker/owners operating residential real estate brokerage offices in 120+ countries and territories. It also franchises the Motto Mortgage brand (mortgage brokerage franchises in 40+ U.S. states) and operates wemlo, a cloud-based mortgage loan processing service for mortgage brokerages and loan originators in the U.S.
Product overview
RE/MAX Holdings operates as a real estate franchisor with a platform-plus-brands architecture. The core offering is the RE/MAX franchise network for residential real estate brokerage services, supported by Motto Mortgage (mortgage brokerage franchising) and wemlo (mortgage loan processing). Additional products include RE/MAX Commercial (commercial real estate) and The RE/MAX Collection (luxury segment). Technology offerings include MAXTech powered by BoldTrail platform, MAX AI assistant, SkyView AI assistant, BOSSCAT home inspection tool, MasterPitch listing presentation system, and Marketing as a Service. The company also offers technology integrations with Canva, realtor.com, and Zillow for its agent network.
Differentiator
Problem solved
Functional benefit
Brands
- Motto Mortgage: First national mortgage brokerage franchise brand in the U.S., with over 150 open offices across over 40 states.
- wemlo
- RE/MAX Commercial
- The RE/MAX Collection
Products and services
- RE/MAX Residential Real Estate Franchise Flagship global real estate franchise brand offering residential brokerage services through a network of independently owned and operated offices with more than 145,000 agents in 8,500+ offices across 120+ countries and territories. Franchisees operate under the RE/MAX brand and gain access to technology, training, marketing, and referral network benefits.
- Motto Mortgage Franchise The first national mortgage brokerage franchise brand in the United States, offering entrepreneurs and real estate professionals the ability to own and operate a mortgage brokerage franchise. Network includes over 150-210 open offices across 40+ U.S. states. Franchise owners include RE/MAX brokerage owners, unaffiliated real estate brokerage owners, mortgage professionals, and independent investors.
- wemlo Mortgage Loan Processing Cloud-based mortgage loan processing service combining third-party loan processing with an all-in-one digital platform for mortgage brokerages and loan originators across the U.S. wemlo processes loans in an average of 21 days versus a 44-day industry average and achieved a 10% year-over-year increase in total loans closed in 2025.
- RE/MAX Commercial
Quantifiable outcome
- RE/MAX agents average 11.9 transaction sides vs 5.3 industry average (2:1 productivity advantage)
- +4 more outcomes
Companies that use RE/MAX Holdings
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
RE/MAX Holdings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature7 records
RE/MAX Holdings partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Motto Mortgage NetworkcoreMotto Mortgage franchise owners include RE/MAX brokerage owners, unaffiliated real estate brokerage owners, mortgage professionals and independent investors interested in financial services. The Motto Mortgage network spans 40+ states with over 210 open offices, providing mortgage brokerage services to consumers.
- Children's Miracle Network HospitalscoreLong-term partnership since 1992 where RE/MAX agents participate in the Miracle Home and Miracle Property Program, donating to CMN hospitals when transactions close. RE/MAX affiliates have donated more than $218 million since 1992, including $8.9 million in 2024 alone. The partnership supports 170 member hospitals across U.S. and Canada.
- Motto Mortgage Mission Against HungerminorCommunity initiative launched in 2018 to help ease hunger in communities served by the Motto network. The program facilitates nationwide food drives and local donation events. Headquarters staff engage in regular volunteer work at a neighborhood food pantry.
- National Association of Hispanic Real Estate Professionals (NAHREP)minorRE/MAX provides financial support and sponsors NAHREP's English/Spanish Glossary of Real Estate Industry Terms. RE/MAX has had the highest representation in NAHREP's Top 250 Latino Agents ranking for six straight years.
- Asian Real Estate Association of America (AREAA)minorRE/MAX financially supports AREAA which promotes homeownership for Asian Americans and Pacific Islanders.
- Women's Council of REALTORS (WCR)minorRE/MAX financially supports WCR which advances women in real estate.
- LGBTQ+ Real Estate AllianceminorRE/MAX financially supports the LGBTQ+ Real Estate Alliance which promotes fair housing and diversity in real estate.
- RESPRO (Real Estate Service Professionals)minorRE/MAX financially supports RESPRO.
- The Real Brokerage Inc.corePending merger announced April 27, 2026, where The Real Brokerage Inc. will acquire RE/MAX Holdings for approximately $880 million enterprise value. The combined entity will be called Real REMAX Group, with Real shareholders owning approximately 59% and RE/MAX shareholders 41%. Expected to close H2 2026 pending shareholder and regulatory approvals.
Scale indicators12 records
Recent moves10 records
Expansion highlights6 records
RE/MAX Holdings competitors and assessment
Company assessmentDirect peers
- Sotheby's International Realty: Luxury real estate franchise network operating in 100+ countries, comparable to RE/MAX's The RE/MAX Collection luxury sub-brand. Similar high-end positioning and franchise model targeting affluent brokerages.
- Century 21 Real Estate: Global residential real estate franchise owned by Anywhere Real Estate. Direct comparable in target market, business model (franchise royalties), and product offering (residential brokerage brand licensing).
- Better Homes and Gardens Real Estate: Residential real estate franchise brand owned by Anywhere Real Estate, licensed through Meredith Corporation. Direct comparable in target market (independent broker/owners), business model (franchise royalties), and product offering.
- Keller Williams Realty: Largest real estate franchise by agent count in the U.S., operating a similar agent-centric franchise model. Directly comparable to RE/MAX in target market (independent broker/owners and agents), business model (franchise royalties), and product (residential real estate brokerage services).
- Anywhere Real Estate (formerly Realogy): Parent of Coldwell Banker, Century 21, ERA, Sotheby's International Realty, Better Homes and Gardens Real Estate, and Coldwell Banker Commercial. The most direct large-cap comparable as a multi-brand real estate franchisor with overlapping franchise offerings and agent productivity programs.
- Berkshire Hathaway HomeServices: National residential real estate franchise network owned by Berkshire Hathaway. Competes head-to-head with RE/MAX for productive agents and franchisees, with comparable agent productivity rankings and a similar target customer (independent broker/owners).
Broad incumbents
- The Real Brokerage Inc. Technology-driven, cloud-based real estate brokerage currently in the process of acquiring RE/MAX Holdings. Comparable in serving independent agents but uses a tech-led, lower-fee model rather than a traditional franchise structure; relevant as both competitor and acquirer.
- Compass: Technology-enabled national residential brokerage competing for top-producing agents and luxury market share. Comparable to RE/MAX in serving productive agents but uses a salaried/commission hybrid model with proprietary tech rather than a franchise royalty model.
- eXp World Holdings: Cloud-based, agent-owned real estate brokerage that competes with traditional franchisors like RE/MAX by offering higher agent commission splits and lower fees. Comparable as an alternative model for productive agents evaluating franchise vs. cloud brokerage options.
Emerging players
- Homebridge Financial Services: Large U.S. retail mortgage lender focused on the mortgage broker channel, comparable to wemlo and Motto Mortgage. Overlaps in target customer (mortgage brokerages and loan originators) and product offering (wholesale mortgage services).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
RE/MAX Holdings social profiles
Digital presenceRE/MAX Holdings compliance and trust
Trust signalCompliance2 records
RE/MAX Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
RE/MAX Holdings leadership team
Management profileNumber of profiles
Profiles8 records
RE/MAX Holdings subsidiaries and ownership
Company hierarchySubsidiaries7 records
RE/MAX Holdings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RE/MAX Holdings 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 RE/MAX Holdings
What does RE/MAX Holdings do?
RE/MAX Holdings is a global real estate franchisor that licenses the RE/MAX brand to independent broker/owners operating residential real estate brokerage offices in 120+ countries and territories. It also franchises the Motto Mortgage brand (mortgage brokerage franchises in 40+ U.S. states) and operates wemlo, a cloud-based mortgage loan processing service for mortgage brokerages and loan originators in the U.S.
Is RE/MAX Holdings a public or private company?
RE/MAX Holdings is a public company. It is classified as public and is currently operating.
When was RE/MAX Holdings founded?
RE/MAX Holdings was founded in 2013. It employs 501 to 1,000 people.
Where is RE/MAX Holdings based?
RE/MAX Holdings is headquartered in Denver, United States, in the North America region.
How does RE/MAX Holdings make money?
Two revenue lines are on record. Franchise Royalties and Fees are the primary driver. The others are wemlo Mortgage Processing Services.
Who are RE/MAX Holdings's main competitors?
Direct peers on record are Sotheby's International Realty, Century 21 Real Estate, Better Homes and Gardens Real Estate, Keller Williams Realty, Anywhere Real Estate (formerly Realogy) and Berkshire Hathaway HomeServices. Broad incumbents are The Real Brokerage Inc., Compass and eXp World Holdings. Homebridge Financial Services is listed as an emerging player.
Does RE/MAX Holdings have an API?
No public API is recorded for RE/MAX Holdings.
What industry is RE/MAX Holdings in?
RE/MAX Holdings's product category is Real Estate Franchising. Its primary akta.pro industry code is BPAJAAAI, Foreclosure/REO & Distressed Property Brokerage, with a secondary code of BPAJABAH, Special Purpose & Alternative Asset Brokerage. Its NAICS code is 53121 and its SIC code is 6531.