What Propic does

Propic is an Australian AI company that builds CLAIRE, a purpose-built conversational AI assistant for the real estate industry. Founded in 2019 by Jeffrey Gray and headquartered in Sydney, the company sells a platform-plus-modules architecture with Claire serving as the unified AI layer across Sales (buyer enquiry management and lead generation), Property Management (lease enquiry, maintenance, arrears and tenant communications), Project Marketing (multilingual virtual sales agent for developers), and Corporate Solutions (Data Lake, Propensity ML, Insights & Market Data APIs, and a Corporate CRM/Franchise Management System for large groups). The 2022 acquisition of Property Realm brought CLAIRE into the company and consolidated what the firm describes as the only two truly AI-based machine learning tools for Australian real estate into one PropTech stack; Patrick Hill, Property Realm's former CEO, joined as Chief Product Officer.

Underlying technology combines generative AI and natural language processing with proprietary machine learning models trained on a managed geo-spatial data lake that updates every Australian property daily, alongside over 70 million verified contact records used for lead augmentation and propensity-to-sell scoring. CLAIRE operates autonomously across text, voice (58 languages with real-time English translation), automated video generation, and CRM-integrated workflows, with 34 AI inventions confirmed novel by the International Preliminary Report on Patentability. The platform integrates natively with Salesforce, Property Me, and Property Tree, allowing Claire to be embedded directly in agent and franchise workflows.

Propic monetizes through enterprise SaaS subscriptions to its modules, corporate data and insights API licensing, professional services for franchise CRM configuration, and a freemium layer (e.g., complimentary automated video generation for existing clients). Go-to-market blends direct enterprise field sales targeting large franchise networks with channel partnerships (Barry Plant, Stockdale & Leggo, Laing & Simmons) and product-led growth through 'Try Claire on this listing' embedded demos. The customer base exceeds 200 Australian agencies, anchored by McGrath, Nelson Alexander, Place, Harcourts, BigginScott, Highland, Woodards, Barry Plant, Stone Real Estate and others; CLAIRE has supported more than $15B in property sales over the past year. The company is privately held by its founders and strategic investors (Antony Catalano and Alex Waislitz), with no institutional venture rounds disclosed.

Name

Propic

Legal name

Propic Australia Pty Ltd

Website

https://propic.ai

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Propic builds CLAIRE, an AI assistant purpose-built for Australian real estate that automates enquiries, lead generation, property management workflows, and franchise-level analytics across 200+ agencies and in 58 languages.

Ownership category

akta.pro rank

Product category

Real Estate AI Software

NAICS

Offices of Real Estate Agents and Brokers (5312), Real Estate Property Managers (53131)

SIC

Real Estate (6500)

akta.pro primary industry

Robotic Process Automation (RPA) & Hyperautomation Platforms (HDAEAKAF)

Keywords

• Real estate AI platform
• Conversational AI assistant
• Property management automation
• Proptech data analytics
• Franchise CRM software

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Enterprise SaaS Subscription: Subscription-based pricing model for AI-powered platform access across Sales, Property Management, Project Marketing, and Corporate Solutions. Enterprise clients (franchise networks, large agencies) pay recurring fees for platform access, CRM integration, and data services.
2. Freemium Feature Add-ons: Core platform features offered free to existing clients (e.g., automated video generation), with premium features or enterprise-tier capabilities available as upsells.
3. Corporate Data & Insights API: Market insight APIs providing real-time Australian property market data across sales, rent, competitors, and agent/office recruitment. Revenue from API consumption and data feed licensing.
4. Professional Services: Custom implementation and configuration services for Corporate CRM and Franchise Management platforms. Tailored Salesforce customization and data integration for large franchise groups.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Propic provides CLAIRE, a generative-AI conversational platform purpose-built for the real estate industry, automating 24/7 enquiry handling, lead generation, property listing creation, and property management workflows across 58 languages. The platform is delivered through four modules (Sales, Property Management, Project Marketing, Corporate Solutions) and is supported by a proprietary Australian geo-spatial data lake, propensity-to-sell machine learning APIs, and integrations with major CRM and property management systems.

Product overview

Propic is an AI-powered real estate technology platform built around its core AI assistant, Claire. The offering follows a platform-plus-modules architecture where Claire serves as the unified AI layer across three primary solution modules: Sales (buyer enquiry management and lead generation), Property Management (lease enquiry, maintenance, arrears, and customer service automation), and Project Marketing (24/7 multilingual virtual sales agent). The Corporate Solutions module provides enterprise-grade data infrastructure including the Data Lake, Propensity ML API, Insights & Market Data APIs, and Corporate CRM/FMS for franchise networks. The Propic Concierge sub-brand integrates Property Realm's acquired AI technology. Claire handles natural language conversations, generative content creation, predictive lead scoring, and process automation across all modules, supporting up to 58 languages and operating 24/7.

Differentiator

Problem solved

Functional benefit

Brands

• Claire: AI-powered conversational assistant for real estate agents that automates enquiries, manages conversations, writes property listings, and nurtures leads 24/7 in multiple languages. Claire serves as a digital team member for real estate agencies.
• Claire Corporate CRM
• Claire Data Lake
• Claire Propensity ML
• Claire Insights & Market Data APIs
• Propic Concierge

Products and services

• CLAIRE Conversational AI Assistant AI-powered conversational assistant and digital team member for real estate that automates enquiries, manages conversations, writes property listings, and nurtures leads 24/7 across 58 languages; acts as the unified AI layer across all Propic solutions.
• Sales Module Buyer enquiry management and lead generation module for real estate agencies leveraging generative AI for automated portal responses, AI-enabled micro listings, augmented buyer enquiries to identify potential vendors, and 24/7 multilingual response capability.
• Property Management Module (Propic Concierge) Property management assistant handling lease enquiry, maintenance coordination, rent collection follow-up, arrears management, and general customer service via email, SMS, or web 24/7; integrates with Property Me and Property Tree and includes sentiment analysis to manage stressed tenant/landlord communications.
• Project Marketing Module 24/7 multilingual virtual sales agent pre-trained for selling developments of any type and size; includes CRM integration, UTM/Google Analytics integration, augmented buyer enquiries, and rapid deployment supporting 14-58 languages.
• Corporate Solutions (Data Lake, Propensity ML, Insights APIs, Corporate CRM/FMS) Enterprise technology and data bundle for large real estate groups and franchise networks including a managed geo-spatial Data Lake tracking every Australian property daily, propensity-to-sell machine learning APIs, real-time market insights APIs, and a Corporate CRM/Franchise Management platform that ingests and normalises data from any office CRM with performance, recruitment, audit, and compliance reporting.
• Automated Video Generation Feature Automated 60-second branded property video generation for sales and rental listings, pulling together photos, floor plans, and listing information into professional video narratives; includes digital twin agent avatar capability; offered free for all Propic clients.
• Conversational Voice AI World-first conversational voice AI for real estate listings enabling property seekers to speak naturally with CLAIRE directly from a property listing and receive detailed insights in any of 58 supported languages, with instant translation back to English for agents.

Quantifiable outcome

• Over $15 billion in property sales supported in the past year
• +4 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability11 records

Feature10 records

Partnerships

Eight partnerships are on record, tiered core, flagship and supporting.

• Property RealmcoreStrategic or Co-development Partner · 1 May 2022Propic acquired Property Realm in May 2022, bringing together two truly AI-based machine learning tools for real estate into one world-first PropTech AI platform. The acquisition integrated Realm's AI technology (including the popular CLAIRE assistant) into Propic Concierge (formerly Enliven). Patrick Hill, former CEO of Property Realm, became Chief Product Officer at Propic. The combined entity can automate up to 80% of property managers' maintenance tasks and inbound enquiries.
• Barry PlantcoreTechnology or IntegrationBarry Plant partnered with Propic to adopt a 'CRM-first' culture and streamline their franchise operations. They implemented the Corporate Management System (CMS) which consolidated various data sources into one accessible dashboard. The system provided real-time insights on market data, performance, improvement, and recruitment metrics. Predicted to save hundreds of thousands of dollars annually by simplifying their tech stack. Barry Plant's CTO Darren McCoy noted significant productivity gains.
• Stone Real EstateflagshipTechnology or IntegrationStone Real Estate partnered with Propic to implement AI technology enabling real-time response to enquiries 24/7. Brand Manager Zander Snape stated: 'With the help of Propic's AI technology, we will be able to respond to enquiries in real-time, 24/7, providing a level of service that is unmatched in the industry.'
• SalesforcecoreTechnology or IntegrationPropic's Corporate CRM is customized on the Salesforce CRM platform to meet specific client needs. For franchise groups like Barry Plant, Propic customizes Salesforce to provide real-time data access, enabling effective recruitment, leadership, customer journey evaluation, and training needs assessment.
• Property Me and Property TreesupportingTechnology or IntegrationClaire PM integrates with Property Me and Property Tree property management software platforms, allowing property managers to select specific modules and maintain workflow continuity with existing tech stack.
• View Media GroupsupportingGTM or Marketing PartnerView Media Group handles communications and media relations for Propic, including press releases for product announcements and awards coverage. Contact: Paul Tyrrell, [email protected]
• StackPointsupportingGTM or Marketing PartnerPropic was included in StackPoint's global 'Real Estate AI – A CEO's Guide to What Matters Now' report as the only Australian company listed among global leaders in AI applications for property.
• SisensesupportingTechnology or IntegrationChief Product Officer Patrick Hill participated as a panelist at Sisense's Future of Data Analytics event, discussing the power of data analytics for real estate customers. Propic uses data analytics to provide customers with extra value through real-time understanding of internal database activity alongside industry data.

Scale indicators8 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Real Geeks: US-based real estate lead generation and CRM platform with AI-powered buyer/seller identification, comparable to Propic's Propensity ML and Lead Augmentation features. Serves a similar agent/agency customer base with similar use cases (predictive lead scoring, automated nurturing).
• Structurely: AI conversational platform for real estate lead qualification and follow-up. Direct competitor in AI-powered lead nurturing with similar use cases around after-hours enquiry handling and automated qualification — the exact pain points Propic addresses with CLAIRE.
• Ylopo: AI-driven real estate marketing platform offering AI chatbots, lead generation, and dynamic CMA tools for real estate teams. Closely comparable product architecture to CLAIRE — conversational AI, lead qualification, integrated with real estate workflows.
• CINC (Commissions Inc): AI-powered real estate marketing and lead generation platform providing websites, CRM, and AI-driven lead nurturing for agents and teams. Direct competitor in the conversational AI and lead augmentation space, with comparable subscription-based SaaS model targeting real estate professionals.
• Rex Software: Australian real estate CRM and agency management platform used by many of the same franchise networks as Propic (e.g., Harcourts, Barry Plant). Overlaps in CRM, agency management, and increasingly in AI-powered lead generation and customer engagement features.
• ActivePipe: Australian real estate AI and lead nurturing platform that uses predictive analytics to identify high-intent buyers/sellers for real estate agents. Direct competitor in the same Australian PropTech category, with overlapping customer base among Australian agencies and similar AI-driven lead scoring capabilities.
• Offrs: US PropTech company using predictive analytics and AI to identify likely home sellers before they list. Closely comparable to Propic's Propensity ML capability — both products predict vendor/seller propensity for real estate agents using data-driven models.

Broad incumbents

• Domain Group: Australia's leading residential property portal and end-to-end property platform, offering portals, agency software, and increasingly AI-powered tools. Overlaps with Propic on property data, market insights, and AI features; Propic's CEO Jeff Gray is a former C-level executive at Domain, suggesting deep familiarity with this competitor.
• CoreLogic (Cotality): Large incumbent property data and analytics provider in Australia, owning RP Data and offering comprehensive property intelligence, market data, and analytics tools. Overlaps with Propic's Data Lake and Market Data APIs, but operates at much greater scale and broader scope including valuations, property reports, and risk analytics.
• REA Group: Operator of realestate.com.au and PropTrack, Australia's dominant property portal and data provider. As a broader PropTech incumbent, REA could either acquire Propic to accelerate its AI capabilities or compete directly with vertical AI features embedded in its portal and CRM offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@propic-people-firstintelli630
• Facebookfacebook.com/propicau
• LinkedInlinkedin.com/company/propic-ai
• Instagraminstagram.com/propicau

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Propic