Supplier Intelligence Briefing
Company Overview
MoxiWorks was founded in 2010 when Windermere Real Estate spun out its internal software as an independent company. Headquartered in Bellevue, Washington, the business has served US brokerages for 15 years, powering 400K+ agents across a modular cloud platform. In 2024 it replaced its CEO and entire C-suite, raised fresh capital, divested non-core assets, and rebuilt its product from scratch as RISE — an AI-first relationship intelligence platform. The UK is the first international expansion market.
Ownership Structure — The "Owner-User" Model
MoxiWorks is privately held with a rare structure: Windermere Real Estate, Howard Hanna, and Long & Foster — three of America's largest independent brokerages — are simultaneously investors and clients. This creates deep product alignment incentives. Vector Capital (San Francisco, manages $4B+, focused exclusively on software) led the 2019 PE investment described as helping the company "expand beyond $50M in revenue." A follow-on round in January 2025 from the same investor group funded the current transformation.
Leadership
York Baur led MoxiWorks for 12 years before being replaced as CEO in June 2024 by Eric Elfman — a serial tech entrepreneur (DataCert sold for $290M; Onit co-founder). In the 12 months that followed, every C-suite position was refilled. The company is in deep transformation: new product, new leadership, new capital, new market.
Joined May/Jun 2024. Co-founder & CEO of Onit (2010–2024); founder & CEO of DataCert 1998–2008 (sold for $290M). US Navy veteran. First CEO from outside real estate.
Hired Jan 2025. Previously scaled SimpleLegal sales 7x in 5 years; VP at Provation and TyMetrix (Wolters Kluwer). Joined concurrent with the Jan 2025 capital raise.
Joined Oct 2025. "AI and product strategy veteran." Hired to steward RISE through its market rollout and UK expansion.
Joined Sep 2025. "Seasoned real estate technology and branding expert." First CMO appointment in the new leadership era.
Joined Apr 2025. "Finance veteran." Oversees the funded transformation period including MoxiBalance divestiture proceeds.
Promoted Jul 2025. 20+ years client success and operational leadership. Previously VP of Customer Success; named RISMedia "Futurist" 2024.
Joined Jan 2023 from ActivePipe (which MoxiWorks acquired). Only C-suite member pre-dating the 2024 CEO change; continuity of technical architecture.
Joined Oct 2025. Tamworth, England. Former: Sales Director at Acaboom (2020–2025), Head of Sales at Reapit UK (2016–2018), National Account Director at BriefYourMarket (2009–2015). Won 2019 EA Masters Outstanding Achievement Award. 2,561 LinkedIn followers; deep network across UK PropTech.
Led MoxiWorks for 12 years — commercialised the Windermere spin-out and scaled toward $50M+ revenue. Remains on board as strategic advisor after stepping down June 2024.
Board of Directors
| Name | Affiliation | Notes |
|---|---|---|
| Eric Elfman | CEO, MoxiWorks | Executive director |
| Hoby Hanna | Howard Hanna Real Estate Services | Strategic brokerage investor; client |
| Tom Smith | Long & Foster Companies (rep.) | Strategic brokerage investor; client |
| OB Jacobi | Windermere Real Estate | Founding family; original spin-out creator |
| Rob Amen | Vector Capital | PE investor representative; $4B+ AUM fund |
⚑ Transition Risk Flag
The entire C-suite — CEO, CRO, CPO, CMO, CFO, CCO — has turned over in a 12-month window. This is a company in deep transformation, not steady-state operation. For UK partners evaluating long-term commitment, this represents both opportunity (blank slate, new energy, fresh capital) and risk (institutional memory loss, product roadmap uncertainty, potential enterprise sales cycle disruption). The incoming leadership team's track record is in US B2B SaaS, not UK estate agency.
Product & Services
MoxiWorks operates an open platform (branded "MoxiCloud") connecting 150+ third-party integrations to its core products. Since mid-2024 the company has repositioned from "legacy software provider" to "AI-powered real estate marketing platform" — anchored on RISE, a ground-up rebuild launched November 2025. The central problem RISE addresses: 90% of buyers say they'd use their agent again; only 13% actually do. RISE automates the follow-up and relationship maintenance that agents routinely neglect.
Legacy MoxiCloud Suite
Launched Early Access (North America) at NAR NXT, Houston, Nov 14–16, 2025. UK "register interest" page live Apr 2026.
MoxiBalance (back-office accounting) was sold to Upfront/Vero in an all-cash deal May 2025. It managed ~$2B in transaction volume across 150 brokerages, 20,000 agents. Strategic divestiture to focus on sales & marketing.
MoxiCloud Partner Network — 150+ Integrations
Notable partners: DocuSign, RealScout, SOCi, HomeStack, Roomvu, Boomerang DM, Virtuance, RateMyAgent (joined Feb 2025), RealReports, Brytecore, Earnnest (digital escrow, integrated Oct 2024). The open-platform strategy is a core differentiator vs closed-system competitors — but the partner integrations page on moxiworks.com currently renders empty (a known website bug).
Platform Demos
UK Presence
MoxiWorks is in market validation/pre-launch phase for the UK as of April 2026. The RISE UK page is live, Suzanna Mavity is in post, Dataloft is confirmed as data partner — but no UK clients have been announced, no formal launch date is committed, and there is no registered UK company entity.
Suzanna Mavity — UK Director Profile
Suzanna's background is directly relevant to every competitor MoxiWorks faces in the UK. She ran sales at Reapit UK (the market-leader enterprise CRM), was Sales Director at Acaboom (which competes directly with MoxiPresent's CMA features), and was National Account Director at BriefYourMarket (email marketing for estate agents). She won the 2019 EA Masters Outstanding Achievement Award. Based in Tamworth; 2,561 LinkedIn followers; 500+ connections in UK PropTech.
Scale & Metrics
MoxiWorks' headline numbers reflect a well-established US business — but revenue appears to have contracted significantly from the $50M+ level at the 2019 Vector Capital investment. The company is currently in a funded transition period rebuilding toward growth.
Revenue Context
At the time of Vector Capital's 2019 investment, MoxiWorks was described (in the Practical Founders podcast with York Baur) as approaching or exceeding $50M in annual revenue. Third-party estimates for 2025 (Prospeo) put current revenue at approximately $18M — suggesting significant contraction driven by the 2024 restructuring, the MoxiBalance divestiture (which removed back-office revenue), and potential churn during the transition period. Treat all revenue figures as estimates; no public accounts are available.
The 13% Problem — RISE's Core Pitch
MoxiWorks' central product thesis: 90% of buyers say they'd use their agent again — but only 13% actually do. The gap is not dissatisfaction; it is agents failing to maintain relationships over the months and years between transactions. RISE is built specifically to automate this follow-through: proactively surfacing who to contact, what to say, and when to act — without the agent having to ask. This thesis is equally applicable in the UK market where agent repeat-business rates are likely similar.
Company Timeline
The Jacobi family (Windermere owners) spun out the brokerage's internal software as an independent company. Originally built in the late 1990s, the software was commercialised to sell to external brokerages.
Experienced tech entrepreneur brought in to lead the newly independent MoxiWorks. Rewrote the platform from scratch and began building the MoxiCloud suite sold to major US brokerages.
"Meaningful growth equity investment" from Vector Capital (San Francisco, $4B+ AUM). Revenue approaching or exceeding $50M at time of investment. Windermere, Howard Hanna, and Long & Foster joined as co-investors.
Back-office transaction management software (Illinois) acquired; became the basis for MoxiBalance.
Australian email marketing platform (Melbourne) acquired for undisclosed sum ($10.2M total funding at time). Expanded platform to 40,000+ agents in Australia, New Zealand, and US.
Named to America's fastest-growing private companies list in both 2022 and 2023; HousingWire Tech 100 in 2023. Peak recognition period before the restructuring.
Baur steps down after 12 years; Elfman (former Onit CEO, DataCert founder) takes over. First CEO from outside real estate; signals a hard turn toward AI-first product and international expansion.
Significant additional capital raised from Vector Capital, Howard Hanna, and Windermere — all existing investors. Craig Raeburn Jr. hired as CRO. The capital funds the RISE development and transformation programme.
All-cash divestiture of back-office accounting product. MoxiBalance managed ~$2B in transaction volume across 150 brokerages and 20,000 agents. Strategic refocus on sales & marketing technology.
Kim Koraca joins as CMO (Sep), Ashley Fidler as CPO (Oct), Suzanna Mavity as UK & International Director (Oct). C-suite rebuild complete. UK expansion formally begins.
AI-native relationship intelligence platform unveiled at NAR NXT conference. North America Early Access programme begins. "RISE is the only real estate AI marketing platform that surfaces what agents didn't even know to ask."
moxiworks.com/rise-uk/ launches with Dataloft data partnership confirmed and GDPR compliance messaging. No formal launch date given. UK market entry in pre-commercial validation phase — Kerfuffle can accelerate this.
Reviews & Reputation
Important: Not the same company
Trustpilot shows a "Moxie" profile at withmoxie.com rated 4.8★. This is a completely different company — a freelancer business management platform. MoxiWorks (moxiworks.com) has no Trustpilot profile. Do not conflate these in supplier due diligence reports.
Industry Awards
UK Competitor Landscape
The UK estate agency CRM market is meaningfully different from the US. UK agents expect a single platform covering full front-office operations — sales progression, lettings management, AML compliance, portal uploads (Rightmove/Zoopla), and material information. MoxiWorks/RISE's current scope is narrower: relationship marketing and AI-driven follow-up. This is a material product-market fit gap that must be addressed or clearly positioned as a bolt-on to an existing CRM.
| Competitor | Market Position | Key Differentiator | Suzanna Connection |
|---|---|---|---|
| Alto (Zoopla) | Most widely used UK estate agent CRM; Zoopla-owned; cloud-based | Best overall for independent agents; deeply integrated with Zoopla portal; Best CRM 2025 & 2026 (EA Supplier Awards) | — |
| Street.co.uk | Modern, design-led; multi-award winner (Overall EA Supplier 2025 & 2026); strongest AI credentials in UK 2026 | AI across full operation — listing creation, photo editing, out-of-hours lead handling, compliance, sales progression | — |
| Reapit | Enterprise-grade; 25+ years; used by largest UK agency groups; 97% CSAT; open Foundations app ecosystem | Market leader for multi-branch enterprise agencies; deepest portal and compliance integrations | ★ Suzanna was Head of Sales at Reapit UK |
| Dezrez / Rezi | Cloud-first, modular; 25+ years; strong lead management; conveyancing integration model | "Reduced/no cost" CRM via conveyancing income partnerships; popular with growing agencies | — |
| Rex Software | AI-forward positioning; clean API; mobile app | AI-generated property descriptions; AI lead filters | — |
| iamproperty | All-in-one; client onboarding through marketing; growing market presence | Single platform from onboarding to post-sale | — |
| Loop | Founded 2017; built by ex-estate agents; modern interface | Strong support; consistent feature development; accessible pricing | — |
| Expert Agent | Hundreds of UK agency users; reliability focus | Accessible pricing; free setup; good for smaller agencies | — |
| 10ninety | Strong value positioning for smaller agencies | £70/month for up to 100 active properties | — |
| Acaboom | Adjacent competitor — UK estate agent presentation/marketing software | Directly competes with MoxiPresent's CMA features in UK market | ★★ Suzanna was Sales Director at Acaboom until Dec 2025 |
Suzanna's Network Risk/Opportunity
Suzanna Mavity holds relationships with the UK's #1 enterprise CRM (Reapit — her former employer) and the most direct UK competitor to MoxiPresent (Acaboom — her previous employer until December 2025). This network is a significant asset for introductions and market intelligence — but also creates a potential conflict of interest perception that should be managed carefully in the UK go-to-market. Her deep Kerfuffle-adjacent network (BriefYourMarket, Acaboom, Reapit all feature on Kerfuffle) means she knows this ecosystem well.
SWOT Analysis
Website Audit
A professional, modern SaaS website — strong hero treatments and persona-driven copy — let down by broken URLs, a hidden UK page, and stale product content that contradicts current marketing. Audit date: April 2026.
Overall Score
Known Bugs & Broken Elements
| URL | Issue | Severity |
|---|---|---|
moxiworks.com/pricing |
Silently redirects to homepage with no explanation | Medium |
moxiworks.com/crm |
"Missing corpus" page error — content lives at /solutions/real-estate-crm/ | Medium |
moxiworks.com/resources |
404 / unavailable error | Medium |
moxiworks.com/solutions/rise/ |
Stale pre-launch copy ("RISE Dawn available to select clients", "full platform launches January 2026") — should redirect to /rise | Medium |
moxiworks.com/partner-integrations/ |
Renders category headers only — no partner names or logos visible | Medium |
Homepage — "Talk to an Expert" |
CTA form section may not render for JS-disabled users | Low–Medium |
moxiworks.com/solutions |
Cookie consent banner overlays and blocks content area | Low |
PR & Media Audit
In three years of auditing Property Industry Eye, The Negotiator, and Estate Agent Today, only one confirmed article mentions MoxiWorks — and that is a sponsored entry-call piece tied to EA Masters. No editorial coverage. No thought leadership. No press release activity aimed at UK trade media. The communications infrastructure for a UK launch simply does not exist yet.
| Publication | 2023 | 2024 | 2025 | 2026 (to Apr) | Total |
|---|---|---|---|---|---|
| Property Industry Eye | 0 | 0 | 1 (paid sponsorship) | 0 | 1 |
| The Negotiator | 0 | 0 | 0 | 0 | 0 |
| Estate Agent Today | 0 | 0 | 0 | 0 | 0 |
| Grand Total | 1 | ||||
Coverage Gaps — Major UK Stories That Were Never Pitched
| Potential Story | Date | UK Relevance | Actual UK Coverage |
|---|---|---|---|
| MoxiWorks secures significant additional capital | Jan 2025 | High — international expansion signal | None |
| RISE platform launch | Nov 2025 | Very High — direct UK product launch | None (PIE, Negotiator, EAT all zero) |
| UK Director appointment (Suzanna Mavity) | Oct 2025 | High — UK market entry hire | None |
| RISE UK landing page live | Late 2025/Early 2026 | High — UK product readiness | None |
| MoxiWorks × Dataloft UK data partnership | 2025 | High — UK-specific product development | None |
| New CEO Eric Elfman appointed | Jun 2024 | Medium — leadership story with disruption angle | None in UK press |
Note: PIE's post-event winners article (5 Nov 2025) does not name MoxiWorks in the body copy despite their being the category sponsor — brand visibility benefit was lower than anticipated.
Suzanna Mavity has existing relationships with The Negotiator (Acaboom supplier profile) — the channel exists but has not been activated for MoxiWorks content.
Kerfuffle Fit
MoxiWorks is not currently listed on Kerfuffle. Given Suzanna Mavity's background and the UK product's pre-launch status, this is the optimal moment to build brand presence — before the market is full of competing AI CRM claims and while Kerfuffle's audience is primed for new entrants. Every major UK story (RISE launch, investment round, UK hire, Dataloft partnership) remains uncovered.
Why Now, Not Later
The AI CRM positioning that RISE holds is becoming crowded fast. Street.co.uk already leads the UK AI CRM narrative in 2026. Every month without earned media is a month where the UK narrative gets set by competitors. MoxiWorks has a genuinely compelling story — 15 years of domain expertise, AI-native rebuild, Dataloft data, and a new CEO with a track record of building and selling tech companies — but that story is invisible in the UK right now.
Suzanna Mavity is the right person to tell that story. She has the relationships. What she needs is the platform. Kerfuffle provides the audience (3,000+ offices), the venues (K Con, Lassoo), and the PR channels that MoxiWorks currently lacks entirely.
Partner with Kerfuffle
Kerfuffle doesn't hard sell suppliers to agents. We enable agents to discover suppliers that are trusted. Suppliers can engage with us across a spectrum — from light-touch presence to full authority and distribution.
| Feature / Benefit | Free Review Presence | Marketing £99 /month | Recommended Brand £349 /month |
|---|---|---|---|
| Visibility & Credibility | |||
| Kerfuffle profile page | ✔ | ✔ | ✔ |
| Reviews displayed on Kerfuffle | ✔ | ✔ | ✔ |
| Awards eligibility | ✔ | ✔ | ✔ |
| Dashboard access & analytics | ✔ | ✔ | ✔ |
| Lead Generation & Content | |||
| Lead opportunities | — | ✔ | Priority |
| Inclusion in Ultimate Guides | — | Paragraph | Page & Advert |
| Kerfuffle Podcast appearance | — | — | ✔ |
| Testimonial interviews | — | Annual | Quarterly |
| Webinars hosted | — | Annual | Quarterly |
| Marketing & PR | |||
| Social promotion (LinkedIn / FB) | — | — | Monthly |
| PR inclusion via Kerfuffle | — | — | Unlimited |
| SOLUS emails | — | — | 3 per year |
| View Agents | |||
| Review widget | — | ✔ | ✔ |
| NPS tracking | — | ✔ | ✔ |
| Benchmarking | — | — | ✔ |
| Star rating embedded on own website | — | — | ✔ |
| Growth & Distribution | |||
| Prospecting database access | — | — | ✔ |
| Proactive account management | — | — | ✔ |
| Qualified demos | — | — | Add-on |
| RAN Supplier Partner | — | — | ✔ Active promotion |
| Positioning | Presence | Demand | Authority + Distribution |
Brand membership gives access to both Kerfuffle (3,000+ offices) and RAN (850+ offices). All prices exclude VAT.