Case Study: Keller Williams achieves multidimensional commerce and a frictionless agent experience with AppDirect

Keller Williams Disrupts Itself by Becoming an AgentDriven Technology Compan

Keller Williams Realty, the world’s largest real estate technology franchise with 1,060+ offices and 183,000 associates, chose to disrupt its own model by becoming an agent-driven technology company. Beginning in 2015 it built the Keller Cloud — AI-driven apps for sales, marketing, business automation, financials, HR and more — and needed a multidimensional commerce platform to let agents buy, manage and provision software, education and services while replacing disparate legacy billing systems.

Instead of building a marketplace in-house, Keller Williams partnered with AppDirect and launched the white‑label AppMarket Ecosystem Edition as the KW MarketPlace, providing a single point of commerce and an intuitive storefront for core and third‑party applications. The marketplace reduced friction for agents, created a seamless one‑stop shopping experience that powers multidimensional commerce across the Keller Cloud, and helped earn Fast Company’s 2019 recognition as the most innovative company in real estate.

Keller Williams

Jeff Tamaru

Head Of Corporate Development