In2assets

What In2assets does

In2Assets Property Specialists is a South African national property auction house headquartered in Durban and operating across all nine provinces. Founded in 2012, the company runs scheduled live and livestreamed auction events for commercial, industrial, residential, and agricultural properties, complementing traditional ballroom auctions with a proprietary web and mobile platform (auctions.in2assets.co.za) introduced in November 2019. The platform enables simultaneous in-room and remote bidder participation via livestream and telephonic bidding, and continued to operate during COVID-19 lockdown periods when traditional auctions were infeasible.

The business operates through specialized divisions covering Commercial, Industrial, Residential, Legal, Valuations, and the Dealroom (an alternative property transaction channel), plus a Broker Collaborations program. Revenue is generated primarily through auctioneer's commissions collected on successful sales, with additional fees from marketing services, valuation work, bidder registration deposits (e.g., R25,000 refundable), and broker partnership programs. Customers include corporate sellers, institutional funds, government development corporations, banks, REITs, and high-net-worth individuals, with the most prominent enterprise relationship being a multi-year flagship mandate with Telkom for nationwide property portfolio disposal (R1.1 billion+ turnover across 127 properties in 2023-2024, with further auctions scheduled through 2026). Management has overseen more than R9 billion in cumulative real estate sales historically.

The company employs roughly 30 marketing and property specialists backed by a six-shareholder management team. It markets through digital campaigns, an HNW and institutional buyer database, print advertising in property publications, broker referrals, and event-driven auction gatherings, and has won five SAIA (South African Institute of Auctioneers) awards in 2025, including the Property Auction of the Year. The February 2024 launch of Xpress Homes extends the auction methodology into the residential market.

Name

In2assets

Legal name

In2Assets Property Specialists

Website

https://in2assets.co.za

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

In2Assets is a South African national property auction house operating across all nine provinces, providing livestreamed auctions for commercial, industrial, residential, and agricultural properties via a proprietary online bidding platform.

Ownership category

akta.pro rank

Product category

Property Auction Services

akta.pro primary industry

Development Site & Entitlement/Planned Community Auctions (BPAJAEAI)

akta.pro secondary industries

Bankruptcy, Probate & Estate Property Auctions (BPAJAEAG), Residential Real Estate Auctions (BPAJAEAA)

Keywords

• Property auction services
• Commercial real estate
• Industrial property disposal
• Livestream auctions
• Corporate portfolio liquidation

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Auction Commission: In2assets charges commission on successful property auctions, collecting a non-refundable deposit and auctioneer's commission immediately when the hammer falls. The company also charges a refundable deposit of R25,000 for bidders registering for auctions such as the ECDC property auctions.
2. Marketing Services: Comprehensive auction packages covering marketing, advertising, and the entire auction process are provided to sellers as part of the auction service offering.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

In2assets is a national property auction house that sells commercial, industrial, residential, and agricultural properties through live and livestreamed auction events. The company operates a proprietary livestream auction platform, supported by specialized divisions (Commercial, Industrial, Residential, Legal) and ancillary services such as valuations and broker collaborations. The Xpress Homes sub-brand extends the auction model to residential sellers.

Product overview

In2Assets is a national property auction company offering a multi-platform approach to property sales. The core offering is its Property Auction Services platform, which enables competitive bidding for commercial, industrial, residential, and agricultural properties through livestream technology. This is supported by specialized divisions including Commercial, Industrial, Residential, and Legal divisions, plus a Dealroom for alternative transactions. The company recently launched Xpress Homes as a residential sub-brand and provides ancillary services including valuations, broker collaborations, and property management. The livestream auction platform connects local assets to a global pool of bidders.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Auction Services Core service offering through which In2assets sells commercial, industrial, residential, and agricultural properties via live and livestreamed competitive auctions for sellers including corporate owners, institutions, government bodies, and individuals.
• Xpress Homes Residential property sales and auction division that combines In2assets' auction expertise with residential sales expertise, offering rapid, transparent transactions for home buyers and sellers.
• Dealroom Property deal platform offering additional channels for property transactions beyond traditional auctions.
• Livestream Auction Platform Digital auction platform enabling live bidding from anywhere globally, combining traditional ballroom auctions with internet livestream technology for simultaneous in-person and online participation.
• Valuations Professional property valuation services to determine market-related pricing for auction properties.
• Broker Collaborations Partnership program allowing real estate brokers to collaborate on property auctions and share commission.

Quantifiable outcome

• 97% success rate on large portfolio auctions (123 of 127 Telkom properties sold immediately)
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• TelkomflagshipStrategic or Co-development PartnerMajor strategic partnership for national property portfolio disposal. In2assets has conducted multiple successful auctions for Telkom properties, including a R1.1 billion portfolio sale across 127 properties with 97% success rate. The partnership continues with 2026 auctions scheduled for 60+ properties nationwide.
• Eastern Cape Development Corporation (ECDC)coreStrategic or Co-development PartnerGovernment development corporation partnership for residential property portfolio disposal. In2assets appointed as sole auctioneer for ECDC's surplus residential properties across Eastern Cape locations including Butterworth, Mthatha, and Phakamisa.
• Pam Golding PropertiesminorChannel Partner/ Reseller/ DistributorCommercial real estate broker collaboration for property referrals and joint marketing efforts in commercial property transactions.
• Standard BankminorChannel Partner/ Reseller/ DistributorFinancial institution partnership providing financing solutions for property buyers and investment support.
• NedbankminorChannel Partner/ Reseller/ DistributorFinancial institution partnership providing banking and financing services for property transactions.
• First National Bank (FNB)minorChannel Partner/ Reseller/ DistributorBanking partner supporting property transaction financing and buyer mortgage requirements.
• Adams & AdamsminorImplementation/ SI/ Consulting PartnerLegal services partnership providing property law and conveyancing support for auction transactions.
• ENS (Eddie Ndaba & Associates)minorImplementation/ SI/ Consulting PartnerLegal advisory partnership for property-related legal matters and transaction support.
• Strauss DalyminorImplementation/ SI/ Consulting PartnerLegal services partnership for property law and auction transaction legal support.
• Stowell & CominorImplementation/ SI/ Consulting PartnerLegal partnership providing property transaction legal services and conveyancing.
• CollinsminorImplementation/ SI/ Consulting PartnerLegal services partner for auction and property transaction support.
• Growthpoint PropertiesminorChannel Partner/ Reseller/ DistributorReal estate investment trust partnership for commercial property transactions.
• Fortress REITminorChannel Partner/ Reseller/ DistributorReal estate investment trust partnership for industrial and commercial property transactions.
• GrindrodminorChannel Partner/ Reseller/ DistributorLogistics and property company partnership for industrial property transactions.
• Tongaat HulettminorChannel Partner/ Reseller/ DistributorProperty development company partnership for commercial property transactions.
• TUHFminorChannel Partner/ Reseller/ DistributorUrban financing fund partnership supporting property development and investment.
• IBV (International Business Ventures)minorChannel Partner/ Reseller/ DistributorBusiness ventures partnership for property investment transactions.
• Hollywood BetsminorChannel Partner/ Reseller/ DistributorEntertainment and hospitality company partnership for commercial property transactions.
• ThebaminorChannel Partner/ Reseller/ DistributorProperty company partnership for commercial property transactions.
• SABEA (South African Business Enterprises)minorChannel Partner/ Reseller/ DistributorBusiness development partnership supporting property transactions.
• Mount Edgecombe Country ClubminorChannel Partner/ Reseller/ DistributorVenue partnership for live auction events and property viewing sessions.

Scale indicators13 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Liquidity Services: Operates a B2B marketplace for surplus and liquidation assets including real estate. Comparable in auction-driven disposition model for corporate and government sellers, though primarily operates asset liquidation rather than property-specific auctions.
• Auction.com: US-headquartered online real estate marketplace operating at significantly larger scale with broader geographic reach. Comparable as an online property auction platform but operates a marketplace model with different geographic and asset-class focus.
• Sotheby's (Real Estate / Auctions): Global auction house with real estate division offering luxury property auctions. Conceptually comparable in auction-mechanism and global bidder network, though focused on luxury segment rather than mid-market commercial/industrial.

Direct peers

• High Street Auctions: South African commercial and residential property auctioneer with multi-bank partnerships and national footprint. Closely comparable in GTM model, customer mix, and auction-first property disposition strategy.
• BidX1: Online property auction platform operating across multiple geographies (UK, Ireland, South Africa, Spain). Directly comparable as a digital-first property auctioneer; in South Africa it competes for online bidders and corporate mandates.
• Park Village Auctions: Established South African auctioneer handling property, vehicle, and asset liquidation sales. Directly competes in the same commercial and industrial property auction segment with national reach and similar bidder-pool dynamics.
• Auction Alliance: One of South Africa's largest property auction houses, directly competing with In2assets in commercial and industrial property auctions across multiple provinces. Rainer Stenzhorn previously worked at Auction Alliance's Durban office, making it a near-clone competitor in product and geography.
• Broll Auctions & Sales: Division of Broll Property Group, one of Africa's largest full-service commercial property firms. Operates an auctions platform for commercial and industrial property disposals, directly overlapping with In2assets' core offering and customer base of institutional sellers.

Emerging players

• Hubzu: Online real estate auction platform focused on residential foreclosure and distressed property sales. Comparable in auction-mechanism and online-bidder experience, though serves US residential market rather than SA commercial.

Regional players

• Aucor (now part of Troostwijk): South African industrial and commercial auctioneer recently acquired by Troostwijk. Direct comparable in industrial asset auction expertise, though primarily serves machinery/equipment with adjacent property offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/in2assets
• Facebookfacebook.com/In2assetsPropertySpecialists
• LinkedInlinkedin.com/company/in2assets-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

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 In2assets