Starting Point

A PropTech startup with growing traction was stuck between categories - part workflow, part marketplace, part CRM.
 

Investors struggled to understand the model.

Underlying Structural Problem

The company lacked a coherent strategic identity spine:

• messy narrative

• conflicting revenue logic

• unclear defensibility

• undervalued by investors despite strong usage
   

Strategic Interventions

We redesigned the entire strategic identity:

• rebuilt architecture around a unified market network economic model

• tied all revenue to transaction certainty and liquidity

• clarified defensibility via proprietary deal-flow intelligence

• repositioned the company away from “PropTech” → “transaction infrastructure”
   

Impact

• transaction volume increased +36%

• valuation uplift: +$17M

• inbound investor interest from top-tier funds

• revenue predictability increased significantly