Alex Price

Name

Alex Price

Legal name

Alex Price

Website

https://alexprice.ca

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210)

SIC

Real Estate Agents & Managers (For Others) (6531), Loan Brokers (6163)

akta.pro primary industry

Residential Real Estate Brokerage (Buy/Sell) (FSAEAJAA)

akta.pro secondary industries

Buyer Representation Services (BPAJAAAJ), Affordable Housing & First-Time Buyer Brokerage (BPAJAAAD), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate brokerage
• Mortgage agent services
• Pre-construction condo investment
• First-time home buyer guidance
• Reverse mortgage services

Headquarters

HQ city

Mississauga

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Real Estate Brokerage Services: Commission-based real estate brokerage services for buying and selling residential properties in the GTA. Earns percentage-based commissions on completed transactions.
2. Mortgage Agent Services: Level 1 Mortgage Agent providing mortgage advisory and facilitation services through Search Mortgage Corp., assisting clients with mortgage pre-approval, reverse mortgages, and down payment assistance programs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Alex Price provides full-service residential real estate brokerage and Level 1 mortgage agent services across the Greater Toronto Area, assisting clients with buying, selling, investing in residential properties, pre-construction condominiums, reverse mortgages for homeowners aged 55+, and a shared equity Down Payment Assistance Program in partnership with Ourboro. The practice operates under Right at Home Realty, Brokerage (Br#12652) and Search Mortgage Corp. (Lic#M08008042 / M20000106).

Product overview

Alex Price operates as a dual-licensed real estate broker and mortgage agent offering integrated residential real estate services across the Greater Toronto Area. The core offering combines real estate brokerage services with mortgage financing solutions, supported by a suite of online tools including mortgage calculators (Mortgage Calculator, CMHC Insurance Calculator, Land Transfer Tax Calculator, Affordability Calculator), property search via MLS, and neighborhood-specific content. Special programs include Down Payment Assistance through shared equity co-ownership, Reverse Mortgages for homeowners 55+, and Pre-Construction Condo Investment advisory. All services are delivered through a Web4Realty-powered website platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Brokerage Services

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• OurborocoreStrategic or Co-development PartnerShared equity co-investment partner for the Down Payment Assistance Program. Ourboro provides up to 15% ($250,000) of home value as co-ownership contribution, enabling buyers with 5% down payment to reach full 20% and avoid CMHC insurance. In return, co-investor shares in future property appreciation when sold.

Recent moves6 records

Expansion highlights6 records

Direct peers

• Search Mortgage Corp. The Ontario mortgage brokerage through which Alex Price provides Level 1 mortgage agent services. Comparable as a mortgage brokerage channel that licenses individual agents to arrange mortgages, often paired with real estate brokerage affiliation.
• Right at Home Realty, Brokerage: The Ontario brokerage under which Alex Price operates, providing MLS access and broker-of-record support. Directly comparable as the host brokerage model for individual GTA residential agents, with the same dual real estate / mortgage adjacency in some of its affiliated teams.

Broad incumbents

• RE/MAX Canada: Global real estate franchise with very large Canadian agent network, significant GTA market share, and brokered mortgage-adjacent services. Directly comparable incumbent serving the same first-time buyer, seller, and investor segments that Alex Price targets.
• Century 21 Canada: Major Canadian real estate franchise competing for the same GTA residential transaction volume. Relevant as a scaled incumbent offering comparable services, including new-construction and investment property brokerage, with greater geographic coverage than Alex Price.
• Royal LePage Canada: One of Canada's largest residential real estate brokerage franchises with deep GTA agent coverage. Comparable as the incumbent franchise model that Alex Price competes with for residential listing and buyer representation, but at materially larger scale and brand.
• Keller Williams Realty Canada: Agent-centric U.S.-originated brokerage model with Canadian franchise operations in the GTA. Comparable in business model (high agent autonomy, team-based capacity) and in serving the same buyer/seller segments that Alex Price targets, but at much larger scale.

Emerging players

• Zoocasa: Canadian real estate marketplace with strong GTA and Toronto condo listing and content presence. Comparable as a digital challenger that serves the same GTA buyer/seller pool that Alex Price targets, including condo-focused content that overlaps with Alex Price's condo vertical.
• Wahi: Toronto-based digital real estate platform offering commission rebates, listings, and neighborhood data across the GTA and Ontario. Comparable as a tech-enabled alternative to traditional agent-led brokerage, competing for the same first-time buyer and self-directed investor segments.
• Condos.ca (Strata.ca): Toronto-focused condo listings and analytics platform with strong pre-construction project coverage. Comparable as a digital-first specialist serving the same GTA pre-construction condo investor segment that Alex Price explicitly targets through its Hot Projects and Edmonton verticals.

Others

• Ourboro: Canada's leading shared-equity co-investment platform for first-time home buyers, providing up to 15% of home value in exchange for a share of future appreciation. Directly comparable as Alex Price's Down Payment Assistance partner and a structural alternative to traditional mortgage pathways for the same first-time buyer segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BestTorontoRealtor
• Xx.com/AlexPriceEstate
• Facebookfacebook.com/alexpricerealtor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Alex Price