iamproperty

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

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

• Property auction services
• Estate agent CRM
• Lead generation platform
• Property onboarding software
• Conveyancing services

Headquarters

HQ city

Newcastle

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, major and strategic.

• The ValPal NetworkcoreStrategic or Co-development PartnerValPal 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.
• YopamajorChannel Partner/ Reseller/ DistributorYopa 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.
• ReapitcoreTechnology or IntegrationReapit 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)strategicGTM or Marketing PartnerTPFG partnered with iamproperty for the Marketing Toolkit solution, enabling their network of franchise agents to access iamproperty's marketing tools and lead generation capabilities.
• VTUKcoreStrategic or Co-development Partneriamproperty 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

Direct 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

• Xx.com/iampropertyuk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about iamproperty