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Two companies involved with supporting brokerages and agents with an array of financial and back-office solutions have come together to jointly launch Liquid, “a product that aims to provide greater financial flexibility and funding options to real estate agents,” according to an announcement shared with Inman.

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Loft47 is brokerage software for better oversight of commissions and Upfront assists agents with access to credit and financial assistance. It was also a member of Equity Angels’ first startup cohort and the recent recipient of $2.5 million in funding.

Loft47 already offered Liquid’s features and benefits in Canada. Upfront will be powering it in the U.S. real estate market.

Upfront’s mission is agent-centric and pertinent to a market in which commission volume has decreased and thus, funds to support marketing and growth are harder to come by. Ongoing funding for software subscriptions, marketing campaigns and lead generation is a growing concern, now almost three years into a plodding national sales environment.

Liquid’s intent is to “allow brokerages to offer agents immediate access to earned commissions upon going to contract, improving cash flow and agent retention,” the release stated.

Liquid is accessible now in the U.S. and will be in Canada soon.

Loft47 states its clients have generated $31 billion in sales volume over the last year, generating $830 million in commissions. It operates in 36 states and eight Canadian provinces.

Email Craig Rowe

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