Investment Opportunity
AI-powered education and automation — from working professionals, delivered through WhatsApp. Built for the UK market. Built to scale.
01 — The Problem
30,000+ self-employed UK estate agents earning £50K–150K want to build personal brands and scale. But there's no UK-specific platform to help them — and the coaching that works doesn't scale.
US training doesn't translate — 6% commissions and MLS systems are irrelevant to UK agents on 1–2% fees
No interactive platform at scale — fragments across YouTube, Instagram, WhatsApp groups
1:1 coaching can't scale — the best learning requires human time that doesn't exist
Static content gets abandoned — video libraries have high dropout, zero personalisation
Back-office eats selling time — admin, follow-ups, viewings. None of it generates revenue
Competitors automate admin, not YOU — S.MPLE and eXp Mira do back-office only. No client-facing AI
02 — The Solution
Education builds the audience and trust. AI automation monetises it. Same AI infrastructure powers both.
Interactive training from working UK estate agents, delivered through WhatsApp. Free content is the hook.
AI that automates 90% of back-office AND talks to clients in the agent's voice. 24/7, WhatsApp-native.
03 — Business Model
Members enter via free education. The platform upsells to bespoke coaching (£29/mo), then to full Real Agent automation (£199–399/mo). Two independent revenue streams with shared AI infrastructure.
eXp revenue share: Members who join eXp via Real Agency generate recurring revenue from their production — a third monetisation path that costs nothing to service.
Shared infrastructure: Same AI capability powers coaching (Club) and client communication (Agent). Development investment serves both products.
04 — Competitive Landscape
Competitors automate admin. We automate the agent.
| Capability | Ryan Serhant | S.MPLE | eXp Mira | Real Agency |
|---|---|---|---|---|
| UK-specific training | × | × | × | ✓ |
| Interactive AI coaching | × | × | × | ✓ |
| Back-office automation | × | ✓ | ✓ | ✓ |
| Client-facing AI | × | × | × | ✓ |
| WhatsApp-native | × | × | × | ✓ |
| Proactive AI (not just RPA) | × | × | × | ✓ |
| From working UK agents | × | N/A | N/A | ✓ |
05 — The Moat
9 exclusive UK contributors with documented IP. Their content, our platform. A competitor can't hire the same people — they're committed.
Every coaching session and automation makes the system smarter. Personalisation data, member profiles, interaction patterns. A new entrant starts at zero.
eXp UK (4,000+ agents), Adam's existing WhatsApp community, industry events, peer referral. Earned over time, not bought.
06 — Financial Projections
| Month 6 | Month 12 | Month 24 | |
|---|---|---|---|
| Club members (free) | 500 | 2,000 | 5,000 |
| Coaching subscribers (£29/mo) | 50 | 200 | 600 |
| Real Agent subscribers (£199/mo) | 5 | 25 | 100 |
| Coaching MRR | £1,450 | £5,800 | £17,400 |
| Real Agent MRR | £995 | £4,975 | £19,900 |
| Total MRR | £2,445 | £10,775 | £37,300 |
| Annual Run Rate | £29,340 | £129,300 | £447,600 |
07 — Phased Rollout
08 — Why Now
Conversational AI that can coach, personalise feedback, and manage client interactions. This wasn't possible 2 years ago.
2B+ users globally. UK estate agents already use WhatsApp daily. Zero adoption friction — it's where they already are.
Personal branding is mainstream. Solo agents understand content = leads but lack the tools and training to execute.
Why not earlier: The AI didn't exist. WhatsApp Business wasn't ready.
Why not later: First mover with contributor exclusivity locks up content. Every month of data compounds.
09 — Traction & Readiness
AI platform built and production-ready (Taskmaster)
WhatsApp integration operational
9 contributors with documented content
eXp UK network access (4,000+ agents)
Curriculum structure designed (Adam)
Full PRD and architecture documented
JV entity structure agreed (Arkitech)
10 — Structure
Joint venture: Rubytech LLC + Real Agency. Owns all tech IP (Real Agent platform, education hub). Exclusive perpetual licence to Real Agency for customer-facing products.
Public-facing entity. Brand, marketing, community, customer relationships. Partners: Adam Mackay (Muvin agency) + eXp collective.
Muvin agency founder. Hub architect. Face of Real Agency.
4,000+ agents. Warm distribution channel via collective.
Technology development. Taskmaster platform. AI infrastructure.
Working estate agents and performance coaches with documented content.
Summary