LockedOn
LockedOn is an Australian SaaS company providing a real estate CRM, automation, and marketing platform for individual agents, agencies, and franchise groups across Australia and New Zealand. Its cloud-based system manages the full property lifecycle from listing to sale, with integrated trust accounting, digital CMA, and workflow automation.
- Company typePrivate
- Founded2009
- HeadquartersPenrith, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What LockedOn does
LockedOn, operated by Locked On Interactive Pty Ltd, is an Australian-headquartered SaaS company that provides a real estate CRM, automation, and marketing platform for individual agents, agencies, and franchise groups across Australia and New Zealand. Founded in 2009 and based in Penrith, New South Wales, the company serves the vertical real estate workflow with modules including client management, property lifecycle tracking, a triggers-based automation engine, bulk communication (email/SMS/letter), OFI QR check-in, Digital CMA powered by LockedOn Scout property analytics, digital proposals, vendor and buyer portals, and property microsites. The platform is built on cloud infrastructure (deployed on Amazon Web Services) with an immutable database architecture, and integrates with GUARDIAN trust accounting, Zapier, Movinghub, Cotality's RiTA, and AML Assured to embed itself within the broader Australian real estate software stack.
The business model is primarily subscription-based with two tiers: Plus (targeting high-performing individual agents and small agencies) and Enterprise (targeting franchise groups with custom development, multi-office support, and advanced consulting). Revenue is supplemented by a one-time Kickstart setup fee and data export charges on termination. Pricing is quote-based with no publicly disclosed figures and no long-term lock-in contracts, though yearly payment discounts are offered. Go-to-market is hybrid: sales-led for enterprise/franchise accounts via guided demos, complemented by self-serve free trial evaluation for individual agents and SMBs. Distribution is concentrated in Australia and New Zealand with phone-based sales (1300 806 130) and direct website acquisition as primary channels, supported by content marketing, webinars, and real estate coaching content.
LockedOn firmographics
Firmographics- Name
- LockedOn
- Legal name
- Locked On Interactive Pty Ltd
- Website
- https://lockedon.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LockedOn is an Australian SaaS company providing a real estate CRM, automation, and marketing platform for individual agents, agencies, and franchise groups across Australia and New Zealand. Its cloud-based system manages the full property lifecycle from listing to sale, with integrated trust accounting, digital CMA, and workflow automation.
- Ownership category
- akta.pro rank
Where LockedOn is headquartered
LocationHeadquarters
- HQ city
- Penrith
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
LockedOn business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Subscription (Plus Tier): Monthly subscription fee for access to the advanced CRM, automation and marketing platform including client management, bulk communication, portals, digital pre-listing kit, digital proposals, agent profiles, property microsites, and integrations.
- Enterprise Subscription: Custom subscription for groups, franchises and start-ups with custom development, extensions, franchise/multi-office support, and advanced platform consulting.
- Setup Fee: One-time Kickstart setup fee to help customers get up and running with the CRM including training and support.
- Data Export Fee: Charges apply for data export on termination or as otherwise requested by the user.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plus tier for high-performing individual agents and small agencies requiring advanced CRM, automation and marketing capabilities. |
| Subscription | Monthly | Enterprise tier for groups, franchises and start-ups requiring limitless extensibility and customisation. |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
LockedOn product offering
Product offeringCore offering
LockedOn is a cloud-based real estate CRM, automation, and marketing platform that enables real estate agents and agencies to manage the complete property lifecycle from potential to sold. It combines client management, property tracking, automated marketing campaigns, bulk email/SMS/letter communications, QR-code open home check-in, trust accounting integration, digital CMA reports, and analytics into a single subscription platform sold primarily to individual agents, agencies, and franchises across Australia and New Zealand.
Product overview
LockedOn is a unified Real Estate CRM, Automation & Marketing Platform designed for real estate agencies in Australia and New Zealand. The core LockedOn platform manages the complete property lifecycle from potential to sold, including client management, property details, marketing, and automated activities. Key add-on modules include Digital CMA (quarterly automated comparative market analysis reports powered by LockedOn Scout), Digital Proposals, Bulk Communication with drag-and-drop email builder, Triggers automation engine, OFI Check-in with QR code and kiosk mode, Buyer Portal, Vendor Reporting, Agency Websites, Agent Profiles, Property Microsites, and Trust Accounting via GUARDIAN by Inhabit integration. The platform offers two pricing tiers: Plus (advanced CRM for high performers) and Enterprise (limitless extensibility for franchises). Mobile apps are available for iOS and Android.
Differentiator
Problem solved
Functional benefit
Brands
- LockedOn Plus: Premium tier branding mentioned in feature navigation.
Products and services
- LockedOn CRM Platform Cloud-based real estate CRM, automation, and marketing platform that manages the complete property lifecycle from potential to sold, including client management, property details, marketing, portal uploads, documents, and automated activities. Built for individual agents, agencies, and franchises across Australia and New Zealand.
- LockedOn Mobile Mobile companion application for iOS and Android that gives real estate agents full access to the LockedOn CRM, visitor check-ins, feedback capture, and property management from their phones.
- Digital CMA Automated quarterly digital Comparative Market Analysis reports sent to pipeline sellers, powered by LockedOn Scout property data analytics. Designed for real estate agents to nurture seller pipelines and convert appraisals into listings.
- LockedOn Scout Advanced property data analytics and market intelligence platform that provides the underlying data insights for LockedOn's most powerful features, including Digital CMA reports.
- Digital Proposals Tool for creating professional, branded digital property proposals that agents can present to potential sellers with property details and agency branding.
- Digital Pre-listing Kit Digital marketing materials prepared for listings that agents can share with potential sellers to support listing presentations and lead nurturing.
- OFI Check-in Platform QR code-based contactless open home check-in system with real-time visitor registration, automated feedback collection, duplicate matching, and an OFI Kiosk Mode option.
- Bulk Communication Bulk marketing communication tool for sending personalised emails, SMS messages, and direct mail letters using dynamic merge fields and a drag-and-drop email builder with responsive widgets.
- Triggers Automation Engine Event-driven automation engine that automatically executes actions such as enquiry follow-up, post-OFI notifications, birthday SMS/emails, and weekly newsletters based on configurable triggers.
- Trust Accounting Integration Deep integration with GUARDIAN by Inhabit that allows LockedOn users to complete all key trust accounting activities directly within the LockedOn platform.
- Buyer Portal Online portal where buyers can access property information, documents, and communications from their agent, providing 24/7 self-service engagement.
- Vendor Reporting Automated, customisable reporting for property vendors that provides 24/7 updates on the status of their property campaign and listing activity.
- Agency Websites Agency-branded website creation and management functionality that lets real estate agencies launch and run their own websites through the LockedOn platform.
- Agent Profiles Personal profile websites for individual agents that can be shared with clients and prospects to support personal branding and lead generation.
- Property Microsites Individual property landing pages generated for listings that agents can share online to promote individual properties.
- Agency Reporting Detailed agency-level reports designed for franchise and multi-office operations, with customisable metrics and analytics on agent and office performance.
- LockedOn Concierge Concierge service feature within the LockedOn platform that provides enhanced client support and assistance to subscribing agents and agencies.
Quantifiable outcome
- Agents saved 48,000 hours in 2023 through automation features
- +2 more outcomes
Companies that use LockedOn
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
LockedOn technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Feature12 records
LockedOn partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- RiTA by CotalitycoreLockedOn integrates with Cotality's RiTA property data platform to enable more intelligent conversations and stronger results for agents. RiTA enhances LockedOn's data analytics and property insights capabilities.
- AML AssuredcoreLockedOn has partnered with AML Assured to deliver a seamless AML (Anti-Money Laundering) compliance solution built specifically for real estate agencies. The solution is fully integrated within the existing LockedOn workflow, helping agencies prepare for Tranche 2 compliance requirements opening on 1st July.
- GUARDIAN by InhabitcoreLockedOn features deep integration with GUARDIAN by Inhabit - one of Australia's leading trust accounting systems. This integration allows users to complete all key trust activities directly within LockedOn. GUARDIAN manages approximately $100 million under management in trust accounts at any given time, with over $5.5 billion in transactions and $70 billion in property sales processed.
- ZapiercoreLockedOn integrates with Zapier, connecting to over 5000+ apps including Slack, ChatGPT, Xero, and Airtable. This enables automated workflows such as sending Slack messages when new enquiries arrive, creating draft invoices in Xero, and integrating AI tools like ChatGPT for automated responses.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
LockedOn competitors and assessment
Company assessmentDirect peers
- Propertybase: Real estate CRM and marketing platform built for brokerages; comparable all-in-one positioning to LockedOn in a different primary geography.
- Rex Software: Australian-built real estate CRM and agency software for sales and property management; directly competes with LockedOn in the same AU/NZ market and is explicitly named as a system customers switched from.
- AgentBox: Australian real estate CRM and sales platform for agencies; a head-to-head competitor referenced by LockedOn customers who migrated to LockedOn.
- VaultRE: Cloud real estate CRM used widely across Australia and New Zealand; named directly as a prior CRM by LockedOn customers, competing in the same vertical and geography.
- Console (Reapit): Australian real estate sales, CRM and trust-accounting software; overlaps closely with LockedOn's CRM plus trust-accounting positioning in the AU/NZ market.
- Follow Up Boss: Real estate CRM and lead-management/automation platform for agents and teams; same product category and customer persona as LockedOn but focused on the US market.
- Lofty (formerly Chime): All-in-one real estate CRM with marketing automation, websites, and AI; comparable product breadth to LockedOn, primarily serving US agents and brokerages.
- Inside Real Estate (kvCORE): Real estate CRM and lead-gen platform for brokerages and teams; overlaps LockedOn's CRM-plus-marketing model in the US market.
Broad incumbents
- MRI Software (Box+Dice / Vault): Large real estate software group whose Australian CRM products (Box+Dice) serve agencies; a broader, better-capitalized incumbent overlapping LockedOn's core CRM niche.
Regional players
- Eagle Software (Reapit): Long-standing Australian real estate agency software provider; competes regionally in CRM and agency management against LockedOn.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LockedOn social profiles
Digital presenceLockedOn financial estimates
Financial estimateRevenue estimate
Valuation estimate
LockedOn leadership team
Management profileNumber of profiles
Profiles3 records
LockedOn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LockedOn 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 LockedOn
What does LockedOn do?
LockedOn is a cloud-based real estate CRM, automation, and marketing platform that enables real estate agents and agencies to manage the complete property lifecycle from potential to sold. It combines client management, property tracking, automated marketing campaigns, bulk email/SMS/letter communications, QR-code open home check-in, trust accounting integration, digital CMA reports, and analytics into a single subscription platform sold primarily to individual agents, agencies, and franchises across Australia and New Zealand.
Is LockedOn a public or private company?
LockedOn is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LockedOn founded?
LockedOn was founded in 2009. It employs 11 to 50 people.
Where is LockedOn based?
LockedOn is headquartered in Penrith, Australia, in the Oceania region.
How does LockedOn make money?
Four revenue lines are on record. Software Subscription (Plus Tier) is the primary driver. The others are enterprise Subscription, setup Fee and data Export Fee.
Who are LockedOn's main competitors?
Direct peers on record are Propertybase, Rex Software, AgentBox, VaultRE, Console (Reapit), Follow Up Boss, Lofty (formerly Chime) and Inside Real Estate (kvCORE). MRI Software (Box+Dice / Vault) is listed as a broad incumbent. Eagle Software (Reapit) is listed as a regional player.
Does LockedOn have an API?
No public API is recorded for LockedOn.