RE/MAX Holdings

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.

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

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

• Real estate franchising
• Residential brokerage services
• Mortgage brokerage franchise
• Real estate franchise network
• Mortgage loan processing

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Motto Mortgage NetworkcoreChannel Partner/ Reseller/ DistributorMotto 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 HospitalscoreStrategic or Co-development PartnerLong-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 HungerminorStrategic or Co-development PartnerCommunity 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)minorStrategic or Co-development PartnerRE/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)minorStrategic or Co-development PartnerRE/MAX financially supports AREAA which promotes homeownership for Asian Americans and Pacific Islanders.
• Women's Council of REALTORS (WCR)minorStrategic or Co-development PartnerRE/MAX financially supports WCR which advances women in real estate.
• LGBTQ+ Real Estate AllianceminorStrategic or Co-development PartnerRE/MAX financially supports the LGBTQ+ Real Estate Alliance which promotes fair housing and diversity in real estate.
• RESPRO (Real Estate Service Professionals)minorStrategic or Co-development PartnerRE/MAX financially supports RESPRO.
• The Real Brokerage Inc.coreStrategic or Co-development PartnerPending 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

Direct 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

• Xtwitter.com/remax
• YouTubeyoutube.com/user/REMAXIntl
• Facebookfacebook.com/remax
• LinkedInlinkedin.com/company/remax
• Instagraminstagram.com/remax
• Pinterestpinterest.com/remax

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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 RE/MAX Holdings