What Structurely does

Structurely (legal entity Reinform, Inc., headquartered in Ft. Myers, FL with a legal address in Ames, IA) is a US-based AI sales engagement platform founded in 2016 and acquired by CapStone Holdings Inc. in January 2026. The company builds full-stack AI telephony and agentic workflow infrastructure that combines voice, SMS, email, and decision logic into a single platform, with a native Salesforce managed package (now in v14), pre-built Flows, and direct integrations with HubSpot, Follow Up Boss, BoomTown, Bonzo, LP, and MarketSharp. Its core technology stack rests on NLP and ML models trained on more than 5.5 million human-labeled sales transcripts accumulated over 9+ years across 13M+ AI-driven conversations and 75M+ AI-generated messages, with built-in TCPA/FCC/time-of-day compliance enforcement.

The product portfolio includes AI Calling, AI Text Messaging, Appointment Setting, Live Transfers, Drip Follow-up Campaigns, an Agent Builder for self-built agents, and a March 2026-launched AI Power Auto Dialer add-on. Structurely's primary verticals are mortgage lenders and real estate agents/teams/brokerages, with secondary use cases in home improvement, sports, marketing agencies, universities, and White-Label/OEM embedding inside CRMs and sales platforms — a channel that already powers 50+ partner platforms. The business model is hybrid: subscription platform fees (Team $499/month, Company $999/month, billed annually) layered with usage-based Action Credits ($0.06–$0.08/credit), quote-based Enterprise contracts with custom SLAs, White-Label/OEM licensing, and one-time onboarding fees of $2,000–$2,500.

Go-to-market combines a self-serve "Try the AI" funnel, Calendly-driven inside sales for mid-market accounts, direct enterprise sales for the Enterprise tier, and an embedded White-Label program for software vendors. FY2025 ARR is disclosed at $1.7M USD against a $5M valuation. Marquee customer logos include United Wholesale Mortgage and Rocket, alongside CRM integration partners Bonzo, Fub, Siera Interactive, and Emortage Capital. The current executive team — CEO Corey Welch (former VP at Rapid Finance, Senior Director at Quicken Loans), CRO Max Wegner (licensed loan officer), and Co-Founder/CIO Nathan Joens — was assembled in January–March 2026 to lead an enterprise push into compliance-driven verticals.

Name

Structurely

Legal name

Reinform, Inc.

Website

https://structurely.com

Company type

Private

Founded year

2016

Operating status

Acquired

Headcount range

11–50 employees

Short description

Structurely is a US-based AI sales engagement platform that uses voice, SMS, email, and agentic workflows to qualify, nurture, and live-transfer inbound leads for mortgage lenders, real estate teams, and 50+ white-labeled CRM and sales-platform partners.

Ownership category

akta.pro rank

Product category

AI Sales Engagement Software

NAICS

Telephone Call Centers (56142), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)

akta.pro primary industry

Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)

akta.pro secondary industries

Customer Engagement, CRM & Agent/Broker Enablement Platforms (FSAGAGAD), B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ), Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ)

Keywords

• AI sales automation
• Conversational AI platform
• Lead qualification software
• Sales engagement platform
• AI telephony solutions

Headquarters

HQ city

Ames

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform subscription (Team & Company plans): Recurring monthly platform fee billed annually by default (with month-to-month available at a 20% premium). Team plan at $499/month includes 4 pre-built agents and unlimited self-built agents; Company plan at $999/month adds custom agent configurations, advanced analytics, volume credit discounts, and multi-team permission controls.
2. Usage-based Action Credits: Customers pay only when the AI actually works (1 credit per SMS response, 1 credit per 10s of AI talk time, 1 credit per 2 emails sent). Action credit rate is $0.08/credit on Team and $0.06/credit on Company, with volume credit discounts at higher tiers. No minimums and no idle charges.
3. Enterprise custom contracts: Quote-based Enterprise tier with custom SLAs, dedicated infrastructure, custom compliance/security review, executive business reviews, dedicated AI model fine-tuning, unlimited agent configurations, and priority engineering support.
4. White-label / OEM licensing: White-label program for CRMs, sales platforms, and outreach tools that embed Structurely AI under their own brand via multi-tenant architecture, REST API and webhook suite. Already powering 50+ white-labeled platforms across mortgage, real estate, and financial services.
5. One-time onboarding / setup fees: One-time onboarding fees cover platform setup & configuration, vertical-specific agent configuration, 60-day dedicated Account Manager support, and local number setup. Team onboarding is $2,000; Company onboarding is $2,500.
6. Compliance and Twilio pass-through fees (historical): Per the Terms of Use, historical bundle pricing combined a monthly subscription with recurring compliance/Telephony pass-through costs: Standard $20 one-time + $88/month, Pro $20 + $148/month, Enterprise Bundle $20 + $278/month. Earlier lead-capped bundles were $949/month (up to 500 leads) and $1,799/month (up to 1,000 leads).

Pricing tiers

Go-to-market motion5 records

Distribution channels5 records

Marketing channels6 records

Core offering

Structurely sells an AI-driven sales engagement platform that automates inbound lead qualification and follow-up across voice calls, SMS/text messaging, and email for mortgage lenders, real estate agents, home improvement companies, sports organizations, marketing agencies, and universities. Its core capabilities include human-like AI calling, two-way texting, AI appointment setting, live phone transfers to human reps, long-tail drip campaigns, and a built-in TCPA/FCC compliance engine, all wired into leading CRMs (Salesforce, HubSpot, Follow Up Boss, BoomTown, Bonzo, LP, MarketSharp). The platform is offered on annual subscription tiers (Team $499/month, Company $999/month) with usage-based Action Credits, plus a quote-based Enterprise tier, a White-Label/OEM program powering 50+ partner platforms, and an AI Power Auto Dialer add-on.

Differentiator

Problem solved

Functional benefit

Products and services

• Structurely AI Platform

Quantifiable outcome

• 50% lower sales overhead via AI-powered appointment setting and calling
• +6 more outcomes

Named customers6 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability11 records

Feature9 records

Partnerships

Twelve partnerships are on record, tiered senior executive and equity partner shaping long-term growth strategy, operating partner appointed ceo; previously a partner in the capstone acquisition, flagship crm integration, core crm integration, core crm integration (real estate vertical), core crm integration; also a customer logo, core telephony / messaging infrastructure provider, supporting infrastructure vendor and embedded distribution channel across mortgage, real estate, and financial services.

• Max Wegner (CRO / Partner)senior executive and equity partner shaping long-term growth strategyStrategic or Co-development Partner · 10 March 2026Wegner joined as Chief Revenue Officer and "partner" in March 2026. A licensed loan officer with mortgage-sector experience, he will lead Structurely's go-to-market strategy, revenue operations, and strategic partnerships, and is also involved in shaping the company's long-term growth strategy as a partner.
• Corey Welch (CEO)operating partner appointed ceo; previously a partner in the capstone acquisitionStrategic or Co-development Partner · 20 January 2026Corey Welch was appointed CEO in January 2026, formalizing his involvement following CapStone Holdings' acquisition. He previously served as VP at Rapid Finance and Senior Director at Quicken Loans, and led Rapid Finance through a $1 billion exit. He will focus on deepening capabilities in compliance-driven verticals and advancing the AI platform for complex sales and servicing workflows.
• Salesforceflagship crm integrationTechnology or IntegrationSalesforce is featured as a primary CRM integration on Structurely's homepage and is the CRM for Structurely's native managed package (now in its 14th version), which includes bulk lead enrollment, AI Dialer utility bar, Bulk Messenger, Conversational Management LWC, pre-built Flows, reports, dashboards, and related workflow tools.
• HubSpotcore crm integrationTechnology or IntegrationHubSpot is featured as one of Structurely's "Integrated with your CRM" logos on the homepage, indicating a direct integration for inbound lead handling and CRM synchronization.
• Follow Up Bosscore crm integration (real estate vertical)Technology or IntegrationFollow Up Boss is featured as one of Structurely's "Integrated with your CRM" logos on the homepage, reflecting a key integration for real estate teams.
• BoomTowncore crm integration (real estate vertical)Technology or IntegrationBoomTown is featured as one of Structurely's "Integrated with your CRM" logos on the homepage, supporting real estate lead handling.
• Bonzocore crm integration; also a customer logoTechnology or IntegrationBonzo is featured both as a "Trusted by industry leaders" customer logo and as an "Integrated with your CRM" integration partner on the Structurely homepage.
• MarketSharpcore crm integrationTechnology or IntegrationMarketSharp is featured as one of Structurely's "Integrated with your CRM" logos on the homepage.
• LP (CRM)core crm integrationTechnology or IntegrationLP is featured as one of Structurely's "Integrated with your CRM" logos on the homepage.
• Twiliocore telephony / messaging infrastructure providerTechnology or IntegrationTwilio is Structurely's underlying telephony and messaging provider, surfaced through explicit "Compliance and Twilio pass along costs" in the Terms of Use (Standard $20 setup + $88/month, Pro $20 + $148/month, Enterprise Bundle $20 + $278/month), indicating Twilio powers the voice and SMS capabilities of the platform.
• Google (reCAPTCHA)supporting infrastructure vendorTechnology or IntegrationGoogle reCAPTCHA is used to protect the Structurely site from spam and abuse. The Privacy Policy notes Structurely uses least-access controls and adheres to the Google API Services User Data Policy, including Limited Use requirements.
• White-Label partner platforms (50+)embedded distribution channel across mortgage, real estate, and financial servicesOEM/ Whitelabel/ Licensing PartnerStructurely reports it is already powering 50+ white-labeled platforms across mortgage, real estate, and financial services via its White Label program, which offers multi-tenant architecture, dedicated partner success, full REST API & webhook suite, and the ability to integrate in days rather than weeks. Individual partner names are not disclosed.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Air AI: Air.ai offers autonomous AI phone agents capable of holding 5–40 minute conversations for sales and customer service. It targets the same AI voice-agent category as Structurely's AI Calling and Auto Dialer, particularly for sales-driven outbound use cases.
• JustCall: JustCall is a cloud-based AI-powered calling and SMS platform with sales engagement features, including AI-driven call transcription and analytics. It overlaps with Structurely's telephony + AI engagement stack for SMB and mid-market sales teams.

Direct peers

• Smith.ai: Smith.ai offers AI-augmented virtual receptionists and outreach for SMBs, combining AI chat/voice with human call handling for lead capture and qualification. It overlaps with Structurely's AI calling and live-transfer features for smaller and mid-market customers.
• Conversica: Conversica provides AI-driven conversational assistants for sales and customer engagement, with Revenue Digital Assistants that qualify, nurture, and follow up with leads via email and SMS. It directly competes with Structurely's AI text/email qualification and appointment-setting capabilities across similar enterprise and automotive/mortgage-adjacent verticals.
• Bland AI: Bland AI builds AI phone agents for inbound and outbound enterprise calling, with custom voice training and integrations. It is explicitly compared against Structurely in Structurely's own "Structurely AI vs. Bland AI" content and targets the same AI calling/qualification use case.
• Verse.ai: Verse.ai provides AI-powered outreach agents that text and email leads to qualify them and book appointments. It is explicitly benchmarked against Structurely in Structurely's own comparison content, indicating direct head-to-head positioning in AI sales engagement.
• SalesAPE: SalesAPE offers AI sales agents that engage, qualify, and book meetings via SMS and email for SMBs. It is one of Structurely's named comparison targets and overlaps directly with Structurely's text-based qualification and appointment-setting product.
• Qualified.com: Qualified.com provides a PipelineAI conversational platform that engages and converts B2B website visitors via live chat, chatbots, and AI. It is a direct competitor in the AI-driven sales engagement and lead qualification category.

Broad incumbents

• RingCentral: RingCentral provides cloud contact center (RingCX) and business communications with AI features for sales and support. As a broad incumbent in telephony and contact center AI, it competes with Structurely at the high end where customers want enterprise-grade compliance, SLAs, and global voice infrastructure.
• Salesloft Drift: Salesloft (which acquired Drift in 2024) offers a large sales engagement platform with Drift-powered conversational AI chatbots and live chat for inbound lead qualification. It competes with Structurely in the broader AI sales engagement category but as part of a much wider portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/structurelyre

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Structurely