kwx of Keller Williams

What kwx of Keller Williams does

Keller Williams Realty, LLC operates one of the largest residential real estate franchise networks in the world through independently owned and operated Market Centers serving home buyers and sellers in the United States, Canada, and additional international markets. The company generates revenue primarily through franchise fees paid by Market Centers, with agents operating as independent contractors who set their own commission rates. Its core technology is a web-based property search platform (kw.com) and companion iOS and Android applications (KW Buy Sell Real Estate) that allow consumers to search listings by location, property type, and sale/rental status, and to find local KW agents by city, postal code, or name. The platform is localized in 32 languages.

The kwx entity sits above Keller Williams Realty as an integrated homeownership experience company that brings together five Keller Williams operating divisions—Keller Williams Realty, Keller Williams Luxury, Keller Williams Land, Keller Williams Commercial, and Keller Williams Worldwide—alongside adjacent subsidiaries including Keller Home Loans (mortgage origination), KW Cares (charitable foundation), KW Next Gen (next-generation agent program), and KWREDLINE (merchandise). Supporting platforms include Thrive (agent recruiting and training at thrive.kw.com), KW Events (training and networking at events.kw.com), KW Blog (market insights and homebuyer education), and a market-center directory at locations.kw.com. Distribution is dual-sided: consumers access KW services through digital self-serve channels (website and mobile app), while prospective and existing agents are recruited and trained through dedicated portals.

The business model is fundamentally asset-light franchise royalty and licensing, scaled through agent acquisition rather than direct employment. Direct headcount is 10,000+ corporate employees across the integrated entity, supplemented by a network of more than 200,000 independent agents serving local markets worldwide. No parent company is disclosed, and revenue, ARR, and GTV figures are not provided in the source data.

Name

kwx of Keller Williams

Legal name

Keller Williams Realty, LLC

Website

https://kwx.kw.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

kwx of Keller Williams is an integrated homeownership platform that franchises the Keller Williams real estate network, serving home buyers, sellers, and independent agents through market centers, a 32-language property search portal, and adjacent mortgage and training subsidiaries.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (5312), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

Keywords

• Residential real estate brokerage
• Real estate franchising
• Property search platform
• Agent network services
• Home buying and selling

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees from Market Centers: Keller Williams Realty operates as a franchise company where independently owned and operated Market Centers pay franchise fees. Each Keller Williams office is independently owned and operated.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

kwx of Keller Williams is an integrated homeownership experience company bringing together all five Keller Williams companies. It operates a residential real estate franchise network in which independently owned and operated Market Centers and 200,000+ KW agents serve home buyers and sellers, supported by property search technology, mobile applications, and specialized sub-brands for luxury, land, commercial, and international real estate, plus affiliated mortgage lending through Keller Home Loans.

Product overview

Keller Williams operates a platform-plus-multiple-divisions architecture centered on its main kw.com platform, which provides property search, agent matching, and market insights. The company extends its services through specialized sub-brands including Luxury (high-value properties), Land (undeveloped properties), Commercial (commercial real estate), and Worldwide (international services). Related services include Keller Home Loans for mortgage solutions. The ecosystem is supported by agent-focused platforms for training (Thrive), events, recruiting, merchandise (KW Red Label), and charitable initiatives (KW Cares), along with a mobile application delivering real-time real estate insights.

Differentiator

Problem solved

Functional benefit

Brands

• Keller Williams Luxury: Luxury real estate services division
• Keller Williams Land
• Keller Williams Commercial
• Keller Williams Worldwide
• Keller Home Loans
• KW Cares
• KW Next Gen

Products and services

• Keller Williams Realty (kw.com)
• Keller Williams Luxury
• Keller Williams Land
• Keller Williams Commercial
• Keller Williams Worldwide
• Keller Home Loans
• KW Mobile App
• KW Franchise Opportunity (Thrive)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Keller Home LoanscoreOthersKeller Home Loans is a subsidiary lending service that works with KW to provide mortgage solutions to home buyers. The service helps buyers stand out in competitive housing markets by providing faster loan approval and stronger purchase offers.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Compass: Tech-enabled residential real estate brokerage with a national agent network. Directly comparable as a large-scale agent-driven brokerage competing for both consumers and top-producing agents.
• RE/MAX: Global residential real estate franchise with a comparable agent-network and royalty-fee business model. Closest structural analog to Keller Williams' franchise economics.
• eXp Realty: Cloud-based real estate brokerage with a global agent network operating on a low-overhead, commission-split model. Competes with KW on agent recruiting and commission economics.
• Coldwell Banker: Established national residential real estate franchise operating under a similar independently-owned office model, competing for the same agents and consumers in the US market.
• Redfin: Tech-enabled residential brokerage offering a lower-commission model. Competes with KW for consumer mindshare and agent talent through an asset-light, digital-first approach.
• Sotheby's International Realty: Luxury-focused residential real estate franchise. Comparable as a franchised brand in the same agent-network model, with overlapping luxury segment competition.
• Century 21 Real Estate: Long-standing global residential real estate franchise with independently operated offices. Competes head-to-head with KW on agent recruitment and franchise economics.
• Better Homes and Gardens Real Estate: National residential real estate franchise. Comparable as a franchised brand competing for agent affiliations and franchisees in the same US market.
• Berkshire Hathaway HomeServices: National real estate franchise network leveraging a parent brand. Directly comparable as a large-scale franchise competitor in residential brokerage.

Broad incumbents

• Zillow Group: Largest US residential real estate marketplace. Indirectly competes via consumer search and lead generation, and directly competes via Zillow's Premier Agent and brokerage services.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/kwri
• YouTubeyoutube.com/@kellerwilliams
• Facebookfacebook.com/KellerWilliamsRealty
• LinkedInlinkedin.com/company/keller-williams-realty-inc
• Instagraminstagram.com/kellerwilliamsrealty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about kwx of Keller Williams