Sales and marketing software platforms Proxio and TourFactory will merge to form the new company Collabra Technology, the companies announced Monday.

Silicon Valley-based Proxio will move to Spokane, Washington, where TourFactory is based. Proxio CEO and co-founder Janet Case will serve as Collabra Technology’s CEO. TourFactory founder Anne Sperling will serve as Collabra Technology’s chief visionary officer.

Former Proxio CEO and new Collabra Technology CEO Janet Case. Credit: Collabra Technology

“Putting the two companies together gives us the size, capacity and reach to take what we’ve done for the real estate industry and do more than that. It helps us deliver the platform into new industries where it’s just as needed as this one,” Case told Inman in an interview.

The Proxio and TourFactory brands won’t disappear. Both companies are keeping their branding and creating a new parent company.

The merger closed March 15. The companies declined to disclose the financial terms of the merger.

The merger came about after Proxio’s and TourFactory’s teams discussed an integration between their two platforms. Proxio’s digital marketing and sales platform engages sales teams and real estate agents as part of the marketing process. The company works globally across France, Mexico, Colombia, Brazil and India.

TourFactory provides photography, video and other raw content for marketing — something Proxio doesn’t offer. Clients had asked Proxio about adding features to provide those services, Case said.

A large part of the merger will be taking TourFactory’s offerings international through Proxio, making raw content like video available for Proxio customers and offering these platforms in industries outside real estate.

The first industries the new combined entity will pursue are adjacent real estate industries like commercial real estate and rentals. Any other industries that heavily rely on a visual component for sales will come next: yacht sales, classic cars, tractors, used farm equipment. Collabra won’t be creating as detailed a platform as its two components offer for real estate for all these industries, but will instead offer its existing platforms to new customers.

Collabra Technology logo

For customers in the real estate industry, the changes won’t be quite as big. The platforms will still look the same but will offer more features between the two former companies. Proxio’s customers like Coldwell Banker Global Luxury and Lennar, for example, can still receive the same service if they choose.

“We will continue to service the real estate industry,” Case said. “That is our base.”

Email Emma Hinchliffe

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription