What UrbanX does

UrbanX is an Australian proptech company founded in 2020 by Dan Argent (CEO) and Steph Kong (Chief People Officer), headquartered in Brisbane with offices in Sydney and Melbourne. The company operates a white-label platform that enables high-performing real estate agents — those generating $250,000 or more in annual Gross Commission Income — to launch and operate their own boutique agencies as an alternative to traditional franchise or agency models. Its target customer is the elite independent-minded agent who values brand autonomy, higher commission retention, and reduced administrative burden over the security of a franchise affiliation.

The platform combines a proprietary in-house-built application called Autopilot, which streamlines the real estate contract and sales process from hours to minutes with native DocuSign integration and 24/7 multi-device access, with a suite of modular back-end services covering branding, marketing, accounts and administration, technology support, property management, and mentoring. A dedicated CRM branded REX sits inside the ecosystem alongside website hosting, professional email services, and a community programming stack that includes the annual XCON conference, the Study Tour, and monthly XCELERATE sessions. The technology is purpose-built for real estate workflows rather than adapted from generic SaaS tooling, and serves a defined operational gap between the agent and the back office.

UrbanX monetizes through a tiered commission-split model with no upfront fees or monthly subscriptions. Partners retain 75% (Silver), 80% (Gold), 85% (Platinum), or 90% (X Partner) of GCI based on tier, with UrbanX retaining the residual 10% to 25%. The company raised an undisclosed multi-million dollar round in April 2022 from a group of individual investors to fund platform development and expansion into Australia and New Zealand. The company operates exclusively in the real estate vertical, currently across Queensland, New South Wales, Victoria, and New Zealand, with reported partner GCI growth outcomes ranging from 71% to 294% year-over-year.

Name

UrbanX

Legal name

URBAN X Pty Ltd ACN 635 652 569

Website

https://urbanx.io

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

UrbanX is an Australian proptech platform that enables high-performing real estate agents to launch and scale their own boutique agencies through white-label branding, proprietary sales technology (Autopilot), and back-end operational services on a tiered commission-split model.

Ownership category

akta.pro rank

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commission Split (GCI-based): UrbanX operates on a commission split model where partners retain a percentage of their Gross Commission Income (GCI) while UrbanX takes a percentage. No upfront costs or monthly fees. The split percentage increases based on partner tier (Silver 75%, Gold 80%, Platinum 85%, X Partner 90%).
2. IT Platform Services: Back-end services including branding, marketing, accounts & admin, tech support, property management, and mentoring provided to partner agents.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

UrbanX is a white-label proptech platform that enables high-performing real estate agents to launch and grow their own boutique agencies by providing back-end support services (branding, marketing, accounts and admin, tech support, property management, mentoring and training) combined with proprietary technology including the in-house-built Autopilot sales management app and a dedicated REX CRM. The company earns revenue through a tiered commission split on partner agents' Gross Commission Income (GCI), with no upfront costs or monthly fees, and partners retain 75-90% of their GCI based on tier (Silver, Gold, Platinum, X Partner). UrbanX is not a franchise; partners build their own unique brands while leveraging UrbanX's technology systems and support infrastructure across Australia and New Zealand.

Product overview

UrbanX is a white-label platform for high-performing real estate agents to launch and grow their own boutique agencies. The platform operates as a unified ecosystem combining a flagship proprietary product — Autopilot, an end-to-end sales management app — with a suite of modular back-end services (branding, marketing, accounts & admin, tech support, property management, mentoring & training), a built-in REX CRM, and website hosting/email services. Agents retain 75-90% of their GCI depending on tier. UrbanX is not a franchise; partners build their own unique brands while leveraging UrbanX's technology, systems, and support infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• Autopilot UrbanX's flagship proprietary in-house-built sales management platform for real estate agents that streamlines the entire sales process from listing to settlement, allows completion of agency agreements, integrates with DocuSign, and is accessible 24/7 on any device.
• REX CRM A dedicated CRM system provided to UrbanX partners that gives them full control of their client and pipeline data, integrated with the broader UrbanX digital tools ecosystem for streamlined operations.
• Branding Services Bespoke branding and design service provided to UrbanX partners as part of the onboarding process, ensuring each agent's boutique brand stands out in the real estate market.
• Marketing Services Marketing support service for UrbanX partners covering brand-building and lead generation campaigns, partnered with best-in-class platforms and suppliers to keep partner brands top of mind.
• Accounts & Admin Services End-to-end administrative support service for UrbanX partners covering property listings, online launch, contract management, and trust accounting for partner agencies.
• Tech Support Services Technology support service delivered with an integrated tech stack led by the Autopilot platform, ensuring all tools are seamlessly connected for UrbanX partner agents.
• Property Management Support Property management support service for UrbanX partners building their own rent roll, including ongoing financial management and access to relevant software tools provided by UrbanX.
• Mentoring & Training Mentoring and training service offering UrbanX partners exclusive access to top-tier mentorship, industry expertise, networking opportunities, and programs including Study Tour, XCELERATE monthly sessions, and XCON annual conferences, designed to drive consistent year-on-year growth.
• Website Hosting & Professional Email Reliable website hosting and professional email template service provided to UrbanX partners as part of the platform, powering their online marketing presence without requiring partners to manage infrastructure.

Quantifiable outcome

• 40% average growth in first year, 140% in second year for top performing agents
• +2 more outcomes

Named customers20 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• eXp Realty: Cloud-based real estate brokerage with an agent-centric commission split model and global reach. Closest comparable to UrbanX's white-label, technology-enabled agent platform.
• Compass: Tech-enabled real estate platform providing agents with proprietary CRM, marketing, and back-office tools. Direct peer in agent-enablement and platform-driven brokerage.
• Fathom Realty: US-based flat-fee, agent-centric real estate brokerage. Comparable business model focused on empowering individual agents with technology and back-office support.
• United Real Estate: Agent-focused real estate company with high commission splits and technology support. Similar philosophy of empowering individual agents versus traditional franchise models.

Broad incumbents

• Ray White: Largest Australian real estate franchise group. Competes for the same agent talent pool but operates a traditional franchise model with higher fees — exactly the segment UrbanX targets for conversion.
• RE/MAX: Global real estate franchise network. UrbanX explicitly positions against franchise models like RE/MAX; the company has even converted former RE/MAX agents (e.g., Tamara Hall Properties).
• LJ Hooker: Major Australian real estate franchise. Represents the traditional agency model that UrbanX competes against for high-performing agents seeking more autonomy.
• Belle Property: Australian boutique-focused real estate brand. Overlaps with UrbanX's boutique agency positioning but operates as a franchise rather than a white-label platform.
• Sotheby's International Realty: Global luxury real estate franchise. Competes for high-GCI agents in the same premium segment UrbanX targets, with strong brand recognition as a competitive advantage.

Others

• Domain Holdings: Leading Australian residential property platform. Adjacent ecosystem participant — provides listing and marketing infrastructure used by real estate agents, overlapping with parts of UrbanX's marketing services offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/urbanx.io
• LinkedInlinkedin.com/company/urbanx
• Instagraminstagram.com/urbanx.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds1 record

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 UrbanX