Kuula
Kuula is a web-based 3D 360 virtual tour software platform founded in 2016, enabling real estate professionals, photographers, and businesses to create, edit, and share immersive panoramic tours with hotspots, floor plans, and VR support across global real estate marketplaces.
- Company typePrivate
- Founded2016
- HeadquartersSanta Monica, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Kuula does
Kuula is a web-based 3D 360 virtual tour software platform founded in 2016 and headquartered in Santa Monica, California. The platform enables users to create, edit, and share immersive panoramic virtual tours by combining 360-degree photos with interactive hotspots, labels, floor plans, background audio, and custom branding. Kuula supports all major 360 cameras (Ricoh Theta, Insta360, Samsung Gear 360, Labpano) as well as DSLR-stitched panoramas, and delivers playback across web browsers, mobile devices, and VR headsets via the WebXR standard. Its proprietary player is positioned as the smoothest and most efficient 3D 360 player on the web, with gyroscope controls and fullscreen support.
The company operates a product-led growth, self-serve model targeting real estate professionals, photographers, and SMBs. Revenue is generated through tiered subscriptions: a free tier with limited uploads, a PRO plan starting at $20/month with unlimited tours, branded embeds, batch uploads, and up to 32K resolution, and a Business plan adding custom domain whitelabeling and multiple client logos. Distribution leverages deep integrations with global real estate marketplaces (Zillow, MLS, Realtor.com, Rightmove, Realestate.com.au, Idealista, Zoopla, Property Finder UAE), CMS platforms (WordPress, Squarespace, Wix, Elementor), Google Street View, and partnerships with camera manufacturers (Ricoh, Insta360, Labpano). Notable customers include Microsoft for virtual museum initiatives, the Washington State Department of Transportation for infrastructure documentation, and a long tail of individual real estate agents and 360 photographers.
Kuula has accumulated 750,000+ registered users, 21 million+ uploaded panoramas, 2 million+ virtual tours created, and 2.2 billion+ tour visits. The company is privately held and bootstrapped, with no disclosed funding rounds or parent company. Leadership consists of co-founders Bartek Drozdz (CEO, Lead Developer) and Magdalena Polanowska Drozdz. The company maintains a small team (1–10 employees) and continues active product development, with major platform updates released in December 2025 and feature updates through March 2026.
Kuula firmographics
Firmographics- Name
- Kuula
- Legal name
- Kuula Inc.
- Website
- https://kuula.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kuula is a web-based 3D 360 virtual tour software platform founded in 2016, enabling real estate professionals, photographers, and businesses to create, edit, and share immersive panoramic tours with hotspots, floor plans, and VR support across global real estate marketplaces.
- Ownership category
- akta.pro rank
Kuula industry classification
Industry- Product category
- Virtual Tour Software
- NAICS
- Software Publishers (513210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs) (THAHAOAA)
- akta.pro secondary industries
- Virtual Trade Shows & Expos (Digital Booths, Lead Capture) (MPAGAOAB), On-Demand Video Hosting & Content Repurposing (VOD Libraries, Highlights, Editing) (THAHAOAN)
Keywords
Where Kuula is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kuula business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Subscription - PRO Plan: Monthly or annual subscription offering unlimited tours, hotspots, branded embeds, batch uploads, private posts, and premium support. Primary paid tier targeting professional photographers and real estate agents.
- Subscription - Business Plan: Premium tier above PRO with multiple client logos, custom domain whitelabeling, and advanced enterprise features for agencies and larger teams.
- Free Tier: Basic free account allowing users to try the app and most features. Limited to 100 uploads per month and 25 images per tour. Drives user acquisition and conversion to paid plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Basic tier with limited features |
| Subscription | Monthly | PRO plan - professional virtual tour features |
| Subscription | Monthly | Business plan - enterprise features with whitelabeling |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Kuula product offering
Product offeringCore offering
Kuula provides a web-based 3D 360 virtual tour creation and sharing platform that lets users upload panoramic photos from any 360 camera or DSLR-stitched source, assemble them into interactive tours with hotspots, labels, floor plans, background audio, and custom branding, and share or embed the result on websites, social media, MLS systems, Zillow, and VR headsets. It sells tiered subscription plans (Free, PRO at $20/month, Business with whitelabel/custom domain) to real estate professionals, photographers, agencies, and other businesses, generating revenue entirely from subscriptions rather than advertising.
Product overview
Kuula is a virtual tour software platform that enables professionals and businesses to create, edit, and share 3D 360 virtual tours. The platform consists of a core Virtual Tour Platform with an integrated editor, supporting features including VR mode for headset viewing, Tour Menu for navigation, floor plans, interactive hotspots, and background audio. The product suite includes tiered subscription plans: Free Account (basic features), Kuula PRO ($20/month with hotspots, custom branding, batch uploads), and Kuula Business (custom domains, multiple client logos). Key integrations span real estate platforms (Zillow, MLS, Realtor.com, Rightmove, Realestate.com.au, Idealista, Zoopla), CMS platforms (Squarespace, Wix, WordPress, Elementor), and Google Street View publishing. The platform supports all 360 cameras and offers AI-powered panorama creation.
Differentiator
Problem solved
Functional benefit
Products and services
- Kuula Virtual Tour Platform The core web-based platform for creating, editing, and sharing 3D 360 virtual tours. Lets users upload panoramic photos from any 360 camera or DSLR-stitched source, assemble them with hotspots, labels, floor plans, audio, and custom branding, and share or embed the result on websites, social media, MLS, Zillow, and VR headsets. Targets real estate agents, photographers, agencies, hospitality, education, museums, and other businesses.
- 3D 360 Virtual Tour Player The embedded 3D 360 virtual tour viewer delivered via the web platform. Supports fullscreen, gyroscope, auto-rotate, WebXR VR headset viewing, and stereoscopic 3D images, and is designed as the smoothest, most efficient player in the category for desktop, mobile, and VR devices.
- Virtual Tour Editor The editor used to create and manage virtual tours on Kuula, with hotspot connections, drag-and-drop reordering, thumbnail management, animated transitions, multi-file uploads, background processing, and up to 32K resolution image support.
- Google Street View Publishing Distribution feature that lets Kuula users publish their virtual tours directly to Google Street View and Google My Business for increased visibility in Google Search and Maps.
- Virtual Open House with Live Chat Live video chat capability integrated with virtual tours to enable real estate agents and other professionals to host live, remote walkthrough events.
- AI Panoramas Generative AI capability that lets users create 360 panoramic images with artificial intelligence assistance, expanding how tours can be sourced when 360 camera capture is unavailable.
- Virtual Staging Image transformation feature that turns photos of empty spaces into virtually staged photos with furniture and decor, useful for real estate listings.
Quantifiable outcome
- Properties with virtual tours sell 31% faster and for 9% more
- +2 more outcomes
Companies that use Kuula
Customer profileNamed customers7 records
Segments11 records
Ideal customer profiles3 records
Kuula technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability5 records
Feature6 records
Kuula partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- RicohcoreExclusive partnership offering 20% discounts on Ricoh Theta Z1 and Theta X cameras for Kuula PRO users. Ricoh Theta is one of the most popular 360 cameras recommended by Kuula for professional virtual tour creation.
- Google Street ViewcoreKuula launched Google Street View publishing integration, allowing users to publish their virtual tours directly to Google Street View for increased visibility in Google Search results.
- Insta360coreEnterprise User Benefit Program partnership offering 20% off Kuula subscriptions plus an Insta360 tour kit. Includes promotions on Insta360 ONE R camera with free battery and selfie stick for Kuula PRO users.
- LabpanominorPartnership offering 10% discount on Labpano Pilot Era and Pilot ONE EE cameras to Kuula PRO and Business users.
- ZillowcoreKuula is officially listed as a Zillow-approved third-party 3D Home Tour provider. Kuula tours are fully supported on Zillow and appear prominently in listing photo carousels.
- Multiple Listing Service (MLS)coreMLS integration allowing real estate agents to add virtual tours to MLS listings that automatically syndicate to Zillow and other platforms. MLS links use special unbranded mls.kuu.la domain.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Kuula competitors and assessment
Company assessmentDirect peers
- Matterport: Matterport is the dominant 3D virtual tour platform specializing in spatial data capture and digital twins. Acquired by CoStar in late 2025, it is Kuula's most direct competitor, particularly in real estate. Matterport's removal from Zillow post-acquisition created Kuula's current tailwind.
- 3DVista: 3DVista is a long-established virtual tour software platform supporting 360 panoramas, hotspots, floor plans, and VR. It serves a similar mix of real estate, hospitality, and education customers and competes head-to-head with Kuula in the SMB-to-mid-market segment.
- CloudPano: CloudPano is a cloud-based 360 virtual tour creator focused on real estate agents and SMBs with similar embed, branding, and MLS-friendly features. It competes with Kuula directly on price-sensitive real estate listings.
- Pano2VR: Pano2VR is a desktop-based virtual tour authoring tool from Garden Gnome Software with strong Pano/VR feature depth. It overlaps with Kuula's editor functionality and serves advanced 360 photographers as an alternative.
- EyeSpy360: EyeSpy360 is a virtual tour and 3D showcase platform with similar real estate agent, photographer, and SMB customer base. Competes directly with Kuula on PRO/Business-tier features such as hotspots, branding, and MLS embeds.
- Roundme: Roundme is a web-based 360 photo and virtual tour publishing platform with a community-driven model. It overlaps with Kuula's publishing and embedding functionality for individual creators and small businesses.
- SeekBeak: SeekBeak is a virtual tour builder with hotspot-driven navigation, multimedia support, and embed capabilities. It competes with Kuula in the same SMB and content-creator segments with similar pricing tiers.
Broad incumbents
- Zillow 3D Home: Zillow is the largest US real estate platform and previously had its own 3D Home tour product. As a Zillow-approved third-party provider, Kuula depends on Zillow's listing ecosystem — making Zillow both a critical channel and a potential competitor if it rebuilds in-house tour capabilities.
- Google Street View: Google Street View is the dominant platform for publishing and discovering 360 location imagery. Kuula integrates directly with Google Street View publishing, making Google a key distribution partner and a broad incumbent Kuula must coexist with.
Emerging players
- iStaging: iStaging offers VR/AR solutions including virtual tours for real estate, retail, and interior design. It is a smaller, emerging competitor in the same 360 tour category, overlapping with Kuula's SMB real estate and design visualization use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kuula social profiles
Digital presenceKuula financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kuula leadership team
Management profileNumber of profiles
Profiles2 records
Kuula funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kuula 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 Kuula
What does Kuula do?
Kuula provides a web-based 3D 360 virtual tour creation and sharing platform that lets users upload panoramic photos from any 360 camera or DSLR-stitched source, assemble them into interactive tours with hotspots, labels, floor plans, background audio, and custom branding, and share or embed the result on websites, social media, MLS systems, Zillow, and VR headsets. It sells tiered subscription plans (Free, PRO at $20/month, Business with whitelabel/custom domain) to real estate professionals, photographers, agencies, and other businesses, generating revenue entirely from subscriptions rather than advertising.
Is Kuula a public or private company?
Kuula is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kuula founded?
Kuula was founded in 2016. It employs 1 to 10 people.
Where is Kuula based?
Kuula is headquartered in Santa Monica, United States, in the North America region.
How does Kuula make money?
Three revenue lines are on record. Subscription - PRO Plan is the primary driver. The others are subscription - Business Plan and free Tier.
Who are Kuula's main competitors?
Direct peers on record are Matterport, 3DVista, CloudPano, Pano2VR, EyeSpy360, Roundme and SeekBeak. Broad incumbents are Zillow 3D Home and Google Street View. iStaging is listed as an emerging player.
Does Kuula have an API?
No public API is recorded for Kuula.
What industry is Kuula in?
Kuula's product category is Virtual Tour Software. Its primary akta.pro industry code is THAHAOAA, Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs), with a secondary code of MPAGAOAB, Virtual Trade Shows & Expos (Digital Booths, Lead Capture). Its NAICS code is 513210 and its SIC code is 7900.