FOUNDRY

What FOUNDRY does

FOUNDRY, operated by Industrial Science Renaissance, LLC, is a privately held commercial real estate enterprise software company headquartered in Rancho Mirage, California. The company provides a CRM and deal management platform purpose-built for CRE brokerages, offering modules for investment sales, capital markets, sale leaseback, landlord and tenant representation, property management, REO/distressed assets, and prospecting. The platform is built on Microsoft Web Services and SQL Server with a distinctive many-to-many data architecture that allows contacts to belong to unlimited companies, properties, and deals without duplicate entries. Foundry's primary differentiator is its perpetual license model: clients purchase outright ownership of the application, database, and source code at $2,500 per user (plus optional $240/year hosting), an unusual structure in the CRE CRM market dominated by subscription-based offerings from Salesforce, Apto, and RealNex. In October 2025 the company introduced a parallel SaaS subscription at $59 per user per month, priced at roughly half the cost of competing products.

The company was conceived by Rick Peltz at ICSC Las Vegas in 2018 and officially launched in March 2019. Peltz previously spent 18 years as Chief Information Officer at Marcus & Millichap, and that domain expertise is reflected in the platform's CRE-native workflows. Foundry's go-to-market combines direct enterprise sales (targeting CIOs, CFOs, and managing directors at CRE firms), Calendly-scheduled demos, and a self-serve SaaS motion for smaller teams. The company offers a price-match program that applies competitor subscription payments toward its perpetual license, and guarantees ROI within two years. Distribution is augmented through industry partnerships, including NAI Global and ICSC membership, plus an affiliate referral network.

Foundry's customer base spans named mid-market brokerages such as RIPCO Investment Sales, Centennial Advisers, and Sperry Commercial Global Affiliates, with reference logos at larger firms including CBRE, JLL, Colliers, Marcus & Millichap, and Lee & Associates. Customer testimonials emphasize cost reductions (subscription costs cut to one-quarter of previous spending), revenue growth (revenue doubled at Centennial Advisers after switching), and improved customer service compared to prior Salesforce/Apto deployments. The company remains founder-owned and bootstrapped with no disclosed external funding and a lean team. In March 2025 it formed a strategic alliance with Terrakotta AI to integrate AI-powered personalized voicemail technology for cold calling, representing its first AI-adjacent capability, though core platform capabilities remain non-AI-native.

Name

FOUNDRY

Legal name

Industrial Science Renaissance, LLC

Website

https://foundrycres.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

FOUNDRY provides a commercial real estate CRM and deal management platform, serving CRE brokerages with modules for investment sales, capital markets, and property tracking. It differentiates through a perpetual license model ($2,500/user) granting full source code ownership, plus a $59/month SaaS tier launched in October 2025.

Ownership category

akta.pro rank

Product category

Commercial Real Estate CRM Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Sales Force Automation (SFA) CRM (HDAEAFAA)

akta.pro secondary industry

Industry-Specific CRM (Vertical CRM Suites) (HDAEAFAH)

Keywords

• Commercial real estate CRM
• Deal management software
• Property CRM platform
• Prospecting automation tools
• Enterprise CRM systems

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Perpetual License: One-time purchase license model where clients own the application, database, and source code outright. Price is $2,500 per user with yearly hosting fees of $240. This is the company's primary differentiator against subscription-based competitors.
2. SaaS Subscription: Monthly subscription model at $59 per user, prepaid yearly at $708 (12 months). Each subscriber has their own database with no limit on users per installation. Introduced in October 2025 as an alternative at half the cost of competitors.
3. Payment Plan Options: Flexible payment plans to help clients migrate to Foundry. The company matches monthly fees from competitor contracts and applies them toward the purchase price.
4. Enterprise Hosting Services: Optional yearly hosting services at $240 per year for perpetual license customers, covering cloud infrastructure and support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

FOUNDRY provides a web-based commercial real estate (CRE) enterprise software platform for brokerages, combining deal management, property tracking, CRM, prospecting, pipeline reporting, capital markets lender-criteria tracking, sale-leaseback management, REO/distressed-asset support, and Microsoft PowerPoint integration. The platform is offered either as a one-time perpetual license (with full source code and database ownership) starting at $2,500 per user, or as a SaaS subscription at $59 per user per month, targeting CRE brokerages and individual brokers as a lower-cost alternative to subscription-based CRMs such as Salesforce/Apto and RealNex.

Product overview

FOUNDRY is a unified commercial real estate enterprise software platform consisting of the core Foundry product (available via perpetual license or subscription), the premium tier Ultimate Foundry, and multiple functional modules including Investment Sales, Sale Leaseback, Capital Markets, Landlord Rep, Tenant Rep, Management Services, REO Module, and Prospecting. The platform also includes PowerPoint integration for branded presentations and a Terrakotta AI partnership for cold calling voicemails. Unlike subscription-based CRMs, FOUNDRY offers complete ownership of application, database, and source code.

Differentiator

Problem solved

Functional benefit

Products and services

• FOUNDRY CRE Deal Management and CRM Platform Web-based CRE enterprise software providing deal management, property tracking, CRM, prospecting, pipeline reporting, capital markets lender-criteria tracking, sale-leaseback management, REO/distressed-asset support, dashboard and SQL reporting, and Microsoft PowerPoint integration. Sold either as a $2,500/user one-time perpetual license (with full source code and SQL Server database ownership plus optional $240/year hosting) or as a $59/user/month SaaS subscription for CRE brokerages and individual brokers seeking a CRE-specific alternative to Salesforce/Apto and RealNex.

Quantifiable outcome

• ROI guaranteed in less than 2 years, in most cases less than 1 year
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Terrakotta AIcoreTechnology or Integration · 21 March 2025Strategic business alliance providing AI-powered personalized voicemail technology for cold calling. Voicemails are personalized to every contact and generate more callbacks than generic scripts. Enables brokers to double the number of contacts engaged over the phone by automatically delivering voice-cloned digital messages when prospects prompt for voicemail.
• ICSC (International Council of Shopping Centers)minorOthers · 1 January 2018Industry membership and sponsorship. Foundry was conceptualized at ICSC Las Vegas 2018. ICSC membership provides access to CRE industry network and events.
• Custom Skills DevelopmentminorStrategic or Co-development PartnerDesigner of white-labeled performance management apps, assessments, and curricula for sales people and sales managers in financial services. Founders have known or worked together for 20 years. Focus on providing clients with enhanced and integrated services.
• NAI GlobalminorGTM or Marketing PartnerPartnership with NAI Global featuring press release coverage on NAI website. Strategic marketing partnership targeting CRE professionals.
• Joe KillingerminorGTM or Marketing PartnerReal estate business advisor who advises agents and companies on efficient business growth and advises individuals on real estate investment. Generates referral leads for Foundry through advisory services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Reonomy: Reonomy is a CRE data and intelligence platform offering property and ownership data for prospecting. It complements Foundry's prospecting module and competes in the CRE intelligence layer.
• AcreTrader: AcreTrader provides CRE investment management and deal pipeline software, adjacent to Foundry's Investment Sales and Capital Markets modules for institutional CRE investors.
• Lev (formerly Lev.io): Lev is a CRE AI-powered deal and pipeline platform that competes with Foundry on AI-native broker productivity, particularly for capital markets and investment sales teams.

Broad incumbents

• Salesforce: Salesforce is the dominant horizontal CRM, used by some CRE brokerages via Apto integration. Foundry positions against Salesforce's subscription cost, rigidity, and lack of CRE-specific workflows as a primary competitive wedge.
• HubSpot: HubSpot is a broad CRM and marketing automation platform competing for the same broker-CIO buying motion. While not CRE-native, its lower price point and integrated marketing tools overlap with Foundry's SaaS offering.

Direct peers

• Catylist: Catylist provides CRE marketing, IDX websites, and CRM solutions for commercial brokerages, directly overlapping with Foundry's brokerage-customer target and CRE-specific feature set.
• RealNex: RealNex offers CRE-focused CRM, deal management, and property marketing tools for brokerages and investors. It is a direct subscription-based competitor referenced in Foundry's customer wins (e.g., Sperry Commercial switched from RealNex).
• Dealpath: Dealpath is a deal management platform for commercial real estate investment firms, offering pipeline, underwriting, and collaboration tools. It competes with Foundry on CRE deal management, particularly on the investment sales side.
• Buildout: Buildout is a CRE marketing and CRM platform used by brokerages for property listings, deal management, and client communications. It overlaps with Foundry on core CRM and deal pipeline workflows for CRE professionals.
• Apto: Apto is a CRE-specific CRM platform purpose-built for commercial real estate brokerages, directly competing with Foundry on deal pipeline, contact management, and prospecting. Foundry's customer testimonials explicitly cite switching from Apto.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCs7ruY5xDHGzpOphhDRzKNA
• LinkedInlinkedin.com/company/foundry-online
• Xx.com/FOUNDRY2021

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 FOUNDRY