iamproperty
- Company typePrivate
- Founded2009
- HeadquartersNewcastle, United Kingdom
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
iamproperty firmographics
Firmographics- Name
- iamproperty
- Legal name
- Intelligent Service Group Limited
- Website
- https://iamproperty.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
iamproperty industry classification
Industry- Product category
- Real Estate Technology (Property Tech / Estate Agent Software)
- NAICS
- Offices of Real Estate Agents and Brokers (53121), Title Abstract and Settlement Offices (541191), Real Estate Property Managers (53131)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Real Estate Auction Services (FSAEAJAL)
- akta.pro secondary industry
- Buyer Representation Services (BPAJAAAJ)
Keywords
Where iamproperty is headquartered
LocationHeadquarters
- HQ city
- Newcastle
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
iamproperty business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Auction Services: iamproperty generates revenue through auction reservation fees charged to buyers and sellers on property transactions. The platform charges transaction-based fees typically ranging from 4.5% to 4.8% of the property sale price, providing a scalable revenue model aligned with transaction value.
- CRM and Software Subscriptions: Recurring subscription revenue from estate agents and letting agents accessing iamproperty's CRM tools, lead management, and property marketing solutions on a recurring basis.
- Lead Generation Services: Revenue generated by connecting estate agents with qualified property buyers and sellers through AI-powered lead generation tools and the partner agent network.
- Sale Ready Onboarding Solutions: Transaction management and onboarding services that help streamline property sales from offer acceptance to completion, generating fees per transaction processed through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Auction Services - Buyer/Seller Reservation Fee |
| Subscription | Monthly | Agent CRM and Lead Generation Subscriptions |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
iamproperty product offering
Product offeringCore offering
iamproperty builds and operates an integrated property technology ecosystem for UK estate agents, combining a cloud-based sales/lettings/property management CRM, the iamsold Modern Method of Auction service, the movebutler onboarding platform (compliance, conveyancing, surveys, client portal), the AI-powered Marketing Toolkit for lead generation and prospecting, and the acquired ValPal Network for automated valuation and lead nurture. Beyond software, the group provides specialist auction conveyancing through Medway Law and delivers services across the full buying, selling, and lettings journey for over 7,000 UK estate agency branches.
Product overview
iamproperty is a property technology platform offering an integrated ecosystem of solutions for estate agents. The core portfolio consists of iamproperty CRM (a cloud-based sales, lettings and property management platform), iamsold Auction (the UK's largest residential auction provider with 56-day completions and 95% success rate), movebutler (complete onboarding platform for compliance, legal preparation, conveyancing and surveys), Marketing Toolkit (lead generation with prospecting, market appraisals, property insights and competitor analysis), and Sale Ready (faster Private Treaty transaction service). The company has also acquired The ValPal Network, an AI-powered automated valuation and lead generation platform. Additional modules include Material Information Hub, Property Management & Inspections, and Pre-Tenancy Onboarding. The ecosystem is designed to work together or as standalone solutions, with over 7,000 UK estate agency branches using the platform.
Differentiator
Problem solved
Functional benefit
Brands
- iamsold: Modern Method of Auction service - the UK's largest residential auction provider offering fast, secure property sales with 56-day completions and 95% success rate
- movebutler
- The ValPal Network
- iamproperty CRM
- Marketing Toolkit
Products and services
- iamproperty CRM Flexible, cloud-based CRM for UK estate agents covering sales, lettings, property management and accounts, with advanced automation (1,800+ automations) at the heart of the iamproperty ecosystem.
- iamsold Auction (Modern Method of Auction) The UK's largest residential auction service and pioneer of the Modern Method of Auction (MMoA), offering 56-day completions and a 95% success rate for fast, secure residential property sales.
- movebutler Onboarding Platform End-to-end onboarding platform for estate agents covering compliance (AML, identity verification), legal preparation, conveyancing, property surveys, and a branded client portal to speed transactions and reduce fall-throughs.
- Marketing Toolkit Lead generation and marketing automation solution for estate agents, combining on-market and off-market prospecting, prospecting automations, market appraisals, property insights and competitor analysis.
- Sale Ready Service within movebutler that prepares sellers from the point of listing by creating a Sale Ready Pack with property information, searches and legal documentation upfront, using AI-driven insights to reduce Private Treaty completion times by an average of four weeks.
- The ValPal Network AI-powered automated valuation and lead generation platform for estate agents, generating over one million valuation leads per year for 4,000+ UK estate agency partners, with AI-driven nurture (ValPal Pro) for vendor and landlord leads.
- Medway Law (Auction Conveyancing) Specialist conveyancing service within the iamproperty group that supports auction property transactions end-to-end.
- Material Information Hub Resource and tools hub helping estate and letting agents comply with National Trading Standards material information requirements, including pre-populated forms and guidance for upfront property information disclosure.
Quantifiable outcome
- Over £5 billion worth of property transacted through the platform
- +1 more outcomes
Companies that use iamproperty
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
iamproperty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability7 records
Feature4 records
iamproperty partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, major and strategic.
- The ValPal NetworkcoreValPal Network was acquired by iamproperty, expanding their property valuation and lead generation capabilities. The acquisition brought proven lead generation tools that have been integrated into iamproperty's ecosystem of solutions.
- YopamajorYopa is a major UK estate agent franchise that partnered with iamproperty starting January 2026, providing access to their network of branches and customers for iamproperty's auction, lead generation, and onboarding solutions.
- ReapitcoreReapit is a leading property management software provider integrated with iamproperty's platform, enabling seamless data flow between systems and allowing estate agents using Reapit to access iamproperty's auction and lead generation services directly.
- TPFG (The Property Franchise Group)strategicTPFG partnered with iamproperty for the Marketing Toolkit solution, enabling their network of franchise agents to access iamproperty's marketing tools and lead generation capabilities.
- VTUKcoreiamproperty acquired VTUK's cloud-based property software business, expanding their technology capabilities and customer base. The acquisition brought additional property software expertise and customer relationships to the iamproperty ecosystem.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
iamproperty competitors and assessment
Company assessmentDirect peers
- Reapit: Leading UK estate agent CRM and property management platform. Direct competitor in agent software; also iamproperty's official auction integration partner, illustrating both rivalry and partnership dynamics.
- Street.co.uk: Cloud-based CRM and sales progression platform for UK estate agents. Competes directly with iamproperty CRM and integrates with similar third-party ecosystems.
- Movewise: UK residential conveyancing panel and transaction management platform for estate agents. Directly competes with movebutler and Medway Law in agent onboarding and conveyancing services.
- PayProp: Automated rent collection and lettings payments platform serving UK letting agents. Competes with iamproperty CRM's lettings and property management modules.
- Auction House UK: National UK residential and commercial property auctioneer network. Competes directly with iamsold in the traditional property auction market.
Broad incumbents
- Property Software Group (Zoopla Smart Group): Owns Alto, Jupix and Expert Agent CRM platforms serving UK estate agents, part of the Zoopla ecosystem. Broader incumbent offering competing software products to agents alongside property listings.
- Rightmove: UK's dominant property listings portal with growing agent software offerings. Indirect competitor through agent workflow influence and listing-led tools that touch on iamproperty's marketing and lead generation use cases.
Regional players
- Spicerhaart: Large UK estate agency group with proprietary technology and auction services. Comparable through its estate agent and auction operations, though primarily a regional agency operator rather than pure software provider.
Emerging players
- Sprift: UK property data and market insights platform for estate agents and lenders. Adjacent to iamproperty's Marketing Toolkit property insights and competitor analysis features.
- GetAgent: Estate agent comparison and lead generation platform in the UK residential market. Adjacent competitor in lead generation and agent marketing that overlaps with iamproperty's Marketing Toolkit.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
iamproperty social profiles
Digital presenceiamproperty compliance and trust
Trust signalCompliance3 records
iamproperty financial estimates
Financial estimateRevenue estimate
Valuation estimate
iamproperty leadership team
Management profileNumber of profiles
Profiles4 records
iamproperty subsidiaries and ownership
Company hierarchySubsidiaries4 records
iamproperty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iamproperty M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iamproperty
What does iamproperty do?
iamproperty builds and operates an integrated property technology ecosystem for UK estate agents, combining a cloud-based sales/lettings/property management CRM, the iamsold Modern Method of Auction service, the movebutler onboarding platform (compliance, conveyancing, surveys, client portal), the AI-powered Marketing Toolkit for lead generation and prospecting, and the acquired ValPal Network for automated valuation and lead nurture. Beyond software, the group provides specialist auction conveyancing through Medway Law and delivers services across the full buying, selling, and lettings journey for over 7,000 UK estate agency branches.
Is iamproperty a public or private company?
iamproperty is a private company. It is classified as private equity controlled and is currently operating.
When was iamproperty founded?
iamproperty was founded in 2009. It employs 501 to 1,000 people.
Where is iamproperty based?
iamproperty is headquartered in Newcastle, United Kingdom, in the Europe region.
How does iamproperty make money?
Four revenue lines are on record. Auction Services are the primary driver. The others are CRM and Software Subscriptions, lead Generation Services and sale Ready Onboarding Solutions.
Who are iamproperty's main competitors?
Direct peers on record are Reapit, Street.co.uk, Movewise, PayProp and Auction House UK. Broad incumbents are Property Software Group (Zoopla Smart Group) and Rightmove. Spicerhaart is listed as a regional player. Emerging players are Sprift and GetAgent.
Does iamproperty have an API?
Yes. iamproperty offers an Open API that enables integrations with third-party platforms. The website features an 'Integrations & Open API' section (https://iamproperty.com/ecosystem/integrations-open-api/) indicating public/partner-facing API availability for connecting their ecosystem of solutions for estate agents.
What industry is iamproperty in?
iamproperty's product category is Real Estate Technology (Property Tech / Estate Agent Software). Its primary akta.pro industry code is FSAEAJAL, Real Estate Auction Services, with a secondary code of BPAJAAAJ, Buyer Representation Services. Its NAICS code is 53121 and its SIC code is 6531.