upla

What upla does

Upla is a web-based real estate platform based in Tbilisi, Georgia, that operates across the full property lifecycle — from search and transactions through brokerage management to ownership. It serves three customer segments: home buyers and tenants, real estate brokers and agencies, and property developers, functioning as a multi-sided marketplace and workflow platform for the Georgian residential real estate market.

The core product is the Upla platform, which combines property listings with a brokerage management suite and a dedicated developer analytics module providing live inventory tracking, absorption rates, and sell-out ETA calculations. The technology stack includes Kento AI, a proprietary bilingual Georgian/English conversational agent designed for autonomous lead qualification, integrated with a unified multi-channel inbox supporting WhatsApp, Telegram, Instagram, and Facebook. Disclosed operational performance metrics include 142 leads per agent per month, an 18-second response time, and 39% AI-driven viewings, indicating the AI layer is functioning in production workflows.

Upla's business model is a product-led, self-serve SaaS subscription targeting long-tail SMB real estate broker and agency customers, with a two-tier pricing structure — a Broker plan at $12/month and a Broker+ plan at $25/month — and a 14-day free trial for onboarding. The company was founded in 2023 and currently operates with a lean team of 1–10 employees, with no disclosed external funding to date.

Name

upla

Legal name

Upla

Website

https://upla.ge

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Upla is a web-based real estate platform based in Tbilisi, Georgia, covering the full property lifecycle from search to transactions, brokerage management, and ownership. It serves home buyers/tenants, brokers/agencies, and property developers through a tiered SaaS subscription model.

Ownership category

akta.pro rank

Product category

Real Estate CRM Software

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Prepackaged Software (7372)

akta.pro primary industry

Multifamily Apartment Property Management (BPAJAFAA)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• Real estate CRM
• Property listing platform
• Broker lead management
• AI lead qualification
• Real estate SaaS

GTM type

B2B

Offering type

Software

Revenue model

1. Broker Subscription Plans: Monthly subscription tiers (Broker at $12/mo and Broker+ at $25/mo) providing CRM, catalog, pipeline, AI assistant, and multi-channel inbox capabilities. Includes 14-day free trial. Pricing available in both USD and GEL.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Upla is a Georgian real estate technology platform that combines a property search portal for buyers and tenants with a subscription-based CRM for brokers and a portfolio management dashboard for developers. The platform consolidates listings, price per m² verification, multi-channel messaging (WhatsApp, Telegram, Instagram, Facebook), and AI-driven lead qualification (Kento AI) into a single web application covering the full property lifecycle from search to ownership management.

Product overview

Upla is a unified property platform for Georgia offering a modular product portfolio: the core Upla Platform for property search, buying, and management, paired with the Kento AI add-on module that provides autonomous lead qualification and viewing booking for brokers. Two pricing tiers structure access — the Broker Plan ($12/month) provides basic CRM and Telegram integration, while the Broker+ Plan ($25/month) unlocks Kento AI, WhatsApp, Instagram, and Facebook messaging integrations plus contract management features.

Differentiator

Problem solved

Functional benefit

Brands

• Kento AI: AI assistant that reads incoming messages, replies in Georgian or English, qualifies leads, books viewings, and hands brokers ready-to-close conversations.

Quantifiable outcome

• 18 second average first response time with Kento auto-reply (vs 0% faster response baseline)
• +2 more outcomes

Segments3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• SS.ge: SS.ge is the incumbent real estate listing portal in Georgia, providing property search and brokerage connections across the same Tbilisi districts Upla targets. It is the most directly comparable competitor for both listing supply and broker mind-share.
• MyHome.ge: MyHome.ge is another major Georgian property portal offering listings, broker directories, and developer projects in the same domestic market. It competes directly for buyer traffic and broker subscriptions.

Regional players

• Lalafo: Lalafo is a general-purpose classifieds marketplace with strong presence in Georgia and broader CIS. While not a real estate-only platform, it absorbs listing search traffic and is a regional comparable for any Georgian online marketplace with PLG GTM.
• PropertyFinder: PropertyFinder is the leading real estate portal in the MENA region with a verified-listing, broker-tooling model similar to Upla's positioning. Comparable as a regional proptech portal product set (listings + agent CRM + developer dashboards).
• Bayut: Bayut is the dominant UAE property portal and a sister brand to PropertyFinder. It is comparable to Upla in operating model — listings, broker leads, and developer tools — at a larger regional scale.
• Idealista: Idealista is Southern Europe's largest residential property portal, providing listings plus broker and developer services in Iberia and Italy. Comparable as an established regional real estate portal serving both buyers and broker customers.

Broad incumbents

• Zillow: Zillow is the largest US residential real estate platform with consumer search, brokerage partnerships, and Premier Agent CRM/lead products. Comparable as the high-water-mark proptech platform with similar three-sided buyer/broker/agent economics.
• Realtor.com: Realtor.com is a major US real estate portal operated by Move/NAR, providing listings and broker lead generation. Comparable as an incumbent real estate marketplace with broker CRM exposure.
• Compass: Compass is a US brokerage and tech platform offering CRMs, lead routing, and AI assistant features to agents — closely aligned with Upla's broker-tooling positioning but at vastly larger scale and US geographic focus.

Emerging players

• Structurely: Structurely provides AI-driven lead engagement (text and email) for real estate agents and brokerages. Comparable to Upla's Kento as an emerging AI assistant solving broker speed-to-lead in the same use case.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/uplaofficial

Revenue estimate

Valuation estimate

Number of profiles

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 upla