Whise
WHISE is a Belgian cloud-based CRM and property management software company serving 1,880+ real estate agencies and 5,500+ daily users across Belgium, France, the Netherlands, and the UK with an integrated platform spanning contact management, marketing automation, analytics, and AI-powered tools.
- Company typePrivate
- Founded2000
- HeadquartersEvere, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Whise does
WHISE S.A. is a privately held Belgian software company, founded in 2000 by Jean Waucquez and Ben Huybrechts, that develops a cloud-based CRM and real estate property management platform. Headquartered in Brussels (Chaussée de Louvain 775, 1140 Brussels), the company employs approximately 30 professionals and serves more than 1,880 real estate agencies with 5,500+ daily users across Belgium, France, the Netherlands, and the United Kingdom. The first version of the platform was launched in 2003 with property listings, contact management, portal publishing, and matching capabilities; over 20+ years the product has expanded into a multi-module suite.
The core WHISE CRM & Logiciel Immobilier platform combines customer relationship management with vertical-specific real estate transaction tools, including automated contact follow-up, a four-stage conversion funnel (Cold/Engaged/Warm/Hot), one-click multi-portal publishing, integrated email and SMS, a smart calendar with Zoom and Google Calendar synchronization, and a matching engine that pairs properties with candidate buyers or renters. Modular add-ons include CONNEKTO (agent-seller communication during transactions, launched 2023), WHISE Analytics (real-time BI dashboards, launched 2024), Marketing Automation with generative AI for content creation and lead scoring (launched 2025), and EVA, an AI assistant for 24/7 autonomous lead capture (launched 2025). The company also operates a Marketplace exposing APIs to third-party service providers (telephony, SMS, energy certificates, virtual tours, website creation via Webulous) and offers a free WHISE Academy training platform with 140+ tutorials.
WHISE monetizes primarily through per-seat SaaS subscriptions (Freemium for up to 5 properties; Starter at €59/month per user; Expert at €89/month per user, selected by ~90% of paying customers), with annual billing and degressive pricing for multi-user accounts. Enterprise customers receive custom multi-year contracts via a direct sales channel. Usage-based revenue streams include Marketing Automation (€3.49/property/month) and CONNEKTO (credit per signed mandate), while the Marketplace enables partner monetization. The go-to-market is hybrid: product-led growth through a freemium self-serve funnel for individuals and SMBs, sales-led engagement for large agencies and networks, and partner-led distribution via API integrations and the Webulous channel partnership. GDPR compliance is maintained, and the company is independently held with no disclosed external funding or parent company.
Whise firmographics
Firmographics- Name
- Whise
- Legal name
- WHISE S.A.
- Website
- https://whise.eu
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- WHISE is a Belgian cloud-based CRM and property management software company serving 1,880+ real estate agencies and 5,500+ daily users across Belgium, France, the Netherlands, and the UK with an integrated platform spanning contact management, marketing automation, analytics, and AI-powered tools.
- Ownership category
- akta.pro rank
Whise industry classification
Industry- Product category
- Real Estate CRM Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372), Real Estate (6500)
- akta.pro primary industry
- B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)
Keywords
Where Whise is headquartered
LocationHeadquarters
- HQ city
- Evere
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
Whise business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Licenses - Freemium: Free tier providing access to all WHISE features for up to 5 properties with full CRM functionality. No time limit. Primary acquisition channel for converting to paid tiers.
- Software Licenses - Starter: 59€/month per user (excluding VAT) with unlimited property listings, full CRM features, all integrations. Annual billing. Degressive pricing for 2+ users.
- Software Licenses - Expert: 89€/month per user (excluding VAT) - most popular tier at 90% of customers. Includes all Starter features plus advanced CRM automation, mass mailings, Zoom integration. Annual billing with degressive pricing.
- Enterprise Custom Pricing: Custom pricing for large agencies or brands requiring dedicated implementation, configuration, and ongoing support.
- Marketing Automation Add-on: Starting from €3.49 per published property per month. Includes contentflows, lead scoring, personal pages, online booking. Pricing is degressive (20 properties = €3.49/pand; 50 = €3.41; 100 = €3.25).
- CONNEKTO Credits: Credit-based system where one activation credit is charged per signed sales mandate. Free until mandate is secured.
- Partner API Integration: Third-party service providers integrate via API to offer products/services. Partners receive commercial support and promotion through WHISE marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Freemium - Free account with 5 properties and full CRM access |
| Subscription | Annual | Starter - Unlimited properties with full CRM features |
| Subscription | Annual | Expert - Most comprehensive with advanced automation (90% choice) |
| Usage-based | Monthly | Marketing Automation Add-on |
| Unit Pricing | Pay-as-you-go | CONNEKTO - Agent-seller communication tool |
| Subscription | Multi-year contract | Custom Enterprise - Large agencies and networks |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Whise product offering
Product offeringCore offering
WHISE develops and sells a cloud-based CRM and real estate property management software platform designed for real estate agencies and independent agents. The unified platform covers prospection, contact management, conversion funnels, multi-portal property publishing, marketing automation, agent-seller communication, and performance analytics. It is delivered as a SaaS subscription with freemium, Starter, and Expert tiers, supplemented by usage-based add-ons.
Product overview
WHISE is a unified real estate CRM and property management platform that combines customer relationship management with specialized real estate transaction tools. The core WHISE CRM & Logiciel Immobilier platform provides contact management, sales funnels, automated tasks, property listings, and multi-portal publishing. This is augmented by specialized modules including Marketing Automation for lead capture and nurturing, WHISE Analytics for business intelligence dashboards, CONNEKTO for agent-owner communication, EVA AI Assistant for autonomous lead handling, and WHISE Academy for training. Additional services include Buyer Flow (lead qualification service), Training packages, and a Marketplace connecting users with integrated third-party services. The platform is available in Freemium (5 properties free), Starter (€59/month), and Expert (€89/month) tiers, with Marketing Automation available as a separate add-on.
Differentiator
Problem solved
Functional benefit
Brands
- WHISE Academy: Free online learning platform offering over 140 articles and tutorials to help users learn WHISE CRM and real estate software features.
- CONNEKTO
- WHISE Analytics
- WHISE Marketing Automation
- EVA
Products and services
- WHISE CRM & Logiciel Immobilier Core cloud-based CRM and real estate property management platform for real estate agencies and independent agents. Provides contact tracking, sales funnel management, automated tasks, property listings, one-click multi-portal publishing, integrated email, calendar, and real-time dashboards.
- Marketing Automation Marketing automation add-on for real estate agencies featuring contentflows for automated communications, generative AI for content creation, personal pages for buyer/rental leads, lead scoring, online booking, and conversion tools. Pricing from €3.49 per published property per month (degressive by volume).
- WHISE Analytics Business intelligence dashboard add-on for real estate offices that visualizes real-time data on office performance, team metrics, conversion funnel status, commission tracking, and sales forecasting with customizable views.
- CONNEKTO Digital communication add-on between real estate agents and property owners/sellers. Provides a secure online environment with real-time property information, centralized documents, and synchronized action history. Uses credit-based pricing with one activation credit per signed sales mandate, free until mandate is secured.
- EVA (AI Assistant) AI-powered real estate assistant that automates repetitive tasks, captures leads 24/7 (including nights and weekends when a large share of calls arrive), and operates autonomously to qualify leads and handle client communications.
- Parcours Acheteur (Buyer Flow Service) Done-with-you service for real estate agencies to implement a buyer-lead qualification and follow-up strategy, including automated contact follow-up, conversion step definition, and personalized communication workflows on the WHISE platform.
- Formations (Training Packages) Paid training service offered in three packages (Self-Starter, Standard, Advanced) covering basic to advanced WHISE platform usage, including CRM features, contact and property management, smart calendar, and automated task lists.
Quantifiable outcome
- 51% of leads are no longer contacted after a few attempts - WHISE automation addresses this gap
- +4 more outcomes
Companies that use Whise
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Whise technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability12 records
Feature10 records
Whise partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- WebulouscoreWebsite creation partner that automatically provides a free test website when users create WHISE accounts. Offers more comprehensive website packages for agencies needing advanced features.
- ZoomcoreVideo conferencing integration allowing users to organize Zoom meetings directly from the WHISE calendar. Available on Expert tier and included in training modules.
Scale indicators5 records
Expansion highlights5 records
Whise competitors and assessment
Company assessmentDirect peers
- Apimo: French-headquartered real estate CRM and transaction management software serving agencies across France and internationally. Closely comparable to WHISE in vertical SaaS positioning, freemium-to-paid pricing model, and CRM-plus-property-management bundling.
- Hektor: Belgian/French real estate CRM and management software for agencies. Direct geographic overlap with WHISE's Belgium/France footprint and similar feature set covering contact management, listings, and portal publishing.
- Realworks: Dutch real estate software platform serving agencies, brokers, and appraisal firms across the Netherlands. Directly comparable as a country-anchored vertical SaaS in real estate brokerage software.
- Prio Software: Dutch real estate CRM and management platform serving agencies, brokers, and valuers. Overlaps with WHISE in CRM, property matching, and transaction workflow features.
Broad incumbents
- Aareon: European leader in real estate and housing software with a broad portfolio spanning CRM, ERP, and property management for residential and commercial portfolios. Larger and broader than WHISE, but competes for the same enterprise real estate software wallet.
- Salesforce: Global CRM leader with real estate vertical clouds and AppExchange marketplace. Larger competitor for enterprise real estate franchises (e.g., Century 21) where procurement favors broad-platform vendors over vertical specialists.
- HubSpot: CRM and marketing automation platform used by SMBs across verticals including real estate. Competes with WHISE's core CRM and Marketing Automation modules, particularly for smaller agencies without real-estate-specific workflow needs.
- Zoho CRM: Cost-competitive general-purpose CRM with broad customization. Competes on price for the SMB/individual agent segment that WHISE addresses with its €59-89/month tiers.
- Pipedrive: Sales-focused CRM popular with SMBs. Overlaps with WHISE's pipeline/conversion-funnel capabilities, particularly for smaller real estate teams that may not require vertical-specific features.
Others
- Webulous: Belgian website creation partner integrated into WHISE's marketplace and a core channel partner (provides free websites to new WHISE accounts). Comparable as an adjacent/ecosystem participant rather than a direct CRM competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whise social profiles
Digital presenceWhise compliance and trust
Trust signalCompliance2 records
Whise financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whise leadership team
Management profileNumber of profiles
Profiles3 records
Whise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whise 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 Whise
What does Whise do?
WHISE develops and sells a cloud-based CRM and real estate property management software platform designed for real estate agencies and independent agents. The unified platform covers prospection, contact management, conversion funnels, multi-portal property publishing, marketing automation, agent-seller communication, and performance analytics. It is delivered as a SaaS subscription with freemium, Starter, and Expert tiers, supplemented by usage-based add-ons.
Is Whise a public or private company?
Whise is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Whise founded?
Whise was founded in 2000. It employs 11 to 50 people.
Where is Whise based?
Whise is headquartered in Evere, Belgium, in the Europe region.
How does Whise make money?
Seven revenue lines are on record. Software Licenses - Freemium is the primary driver. The others are software Licenses - Starter, software Licenses - Expert, enterprise Custom Pricing, marketing Automation Add-on, CONNEKTO Credits and partner API Integration.
Who are Whise's main competitors?
Direct peers on record are Apimo, Hektor, Realworks and Prio Software. Broad incumbents are Aareon, Salesforce, HubSpot, Zoho CRM and Pipedrive. Webulous is listed as an others.
Does Whise have an API?
Yes. WHISE provides an API (Application Programming Interface, a secure data transfer protocol) that allows web developers to integrate WHISE functionalities into their own websites. Partners can connect their solutions to the WHISE CRM platform via the API. The integration process involves three steps: technical testing and validation, commercial testing and validation, and then cruising speed. The API is documented and available for developers to test. Service providers can reach the API team at [email protected]. Developer documentation is at www.whise.eu/marketplace.
What industry is Whise in?
Whise's product category is Real Estate CRM Software. Its primary akta.pro industry code is HDAAAGAJ, B2B SaaS & Enterprise Personalization (CRM, Sales, Support). Its NAICS code is 5132 and its SIC code is 7372.