Alto is the most widely used estate agent CRM in the UK, powering over 6,000 agencies and 25,000 users. But market dominance does not mean it is the right fit for every agency. Pricing increases, 24-month contracts, the Zoopla ownership question, and feature gaps in areas like AI and compliance are pushing agents to evaluate alternatives. This guide compares every serious option: Reapit, Dezrez, Street.co.uk, agentOS, Rex, 10ninety, Apex27, and the bespoke route for agencies whose workflows do not fit any off-the-shelf platform.
Alto works well for many agencies. It offers per-branch flat pricing at £149 per month, full data migration included as standard, and six AI tools under the Alto Intelligence umbrella. It won the Kerfuffle No. 1 CRM Supplier award in 2024. For agencies that want an all-in-one platform with strong Zoopla integration, Alto is a reasonable choice.
But agents leave or consider leaving for four main reasons.
Alto typically operates on 24-month contracts. Users report price increases mid-contract, with some seeing rises of nearly £200 during a single term despite being told prices would remain fixed. Training costs are charged separately. One user reported submitting a termination request in December 2025, only for Alto to fail to respond and extend the contract to June 2027 without consent. These experiences, while not universal, are common enough to appear repeatedly in reviews.
Alto is owned by Houseful Limited (formerly ZPG), which is in turn owned by Silver Lake Partners. Houseful also owns Zoopla (the portal), Jupix (another CRM), Expert Agent (another CRM), Yourkeys (transaction management), and Hometrack (automated valuations). This means the same corporate entity that runs the portal where agents pay to list properties also operates the CRM where agents manage their entire business: leads, pipeline, pricing strategy, stock levels, and performance data.
This is not a hypothetical concern. It is a structural conflict of interest that industry observers have flagged repeatedly. Agents who use Alto are running their business on software owned by the same company they pay portal fees to. Whether that matters to your agency depends on your view of data governance and competitive dynamics, but it is worth understanding before committing to a 24-month contract.
Alto has invested in AI through its Alto Intelligence suite (AI Listings, AI Analyst, Lettings Compliance Agent, AI Prospecting, AI Lead Flow, AI Verification). These are genuine features, not marketing fluff. However, Alto lacks AI photo editing (Street offers this) and out-of-hours AI call handling (Street offers this too). Users also report that the platform is not customisable enough for unusual workflows, and that navigation requires multiple tabs for simple tasks like tenancy setup.
Alto support reviews are mixed. The platform won industry awards, but individual users report slow response times, a messy ticket system, and training limited to videos. Reports of support team redundancies after company restructuring have not helped confidence. Street, by contrast, claims a 30-second average support response time.
For a broader comparison of every major estate agent CRM (not just Alto alternatives), see our detailed CRM comparison covering Reapit, Dezrez, Street, and others.
Best for: Multi-branch agencies, corporate groups, 5+ staff needing deep automation and reporting.
Reapit is the enterprise-tier platform for UK estate agency. Pricing is custom and per-user, with three tiers: Agency Edition (up to 5 users), Agency Edition Premium (5-20 users), and Enterprise (20+ users). No published pricing. The platform covers sales, lettings, and property management across multi-branch operations.
The Reapit Foundations app ecosystem is the key differentiator. It allows custom integrations with specialist tools for AML checking, conveyancing, e-signatures, and more. This open architecture means agencies can build workflows that match their exact processes rather than adapting to the CRM's assumptions.
The trade-offs are real. Per-user pricing makes Reapit expensive at scale. Key features like client accounting, the data warehouse, and Reapit Bookings are chargeable add-ons on lower tiers. Onboarding takes 4-6 weeks for Agency/Premium tiers and 10-12 weeks for Enterprise. Support is frequently criticised in reviews, and some users describe it as the "least intuitive" platform they have used.
Portal feeds: Rightmove, Zoopla, OnTheMarket.
Ownership: Independent (Accel-backed).
Best for: Agencies with significant lettings portfolios, or those willing to use Dezrez's conveyancing panel to offset CRM costs.
Dezrez operates an unusual model: reduced or free CRM access for agencies that direct conveyancing referrals through their panel. For agents willing to work within that arrangement, it substantially lowers the total cost of ownership. Standalone CRM pricing is not published but is estimated at £400-£1,500 per month depending on tier.
Three tiers are available: Pro Lite (3-user starter), Premium (the most popular, including Zapier integration and built-in conferencing), and Enterprise. The platform is cloud-based with an open API and customisable dashboards. A 50% setup fee discount has been available through Kerfuffle.
Dezrez is strong in lettings workflows, but pricing opacity is a weakness. Support response times have drawn criticism, and some users report data issues when migrating between Dezrez products.
Portal feeds: Rightmove, Zoopla, OnTheMarket.
Ownership: Independent.
Best for: Modern, tech-forward agencies that want AI across every workflow, from listing creation to out-of-hours lead capture.
Street is the most AI-integrated estate agent CRM in the UK market as of 2026. The AI features are substantive:
Pricing is reported at £149 per month with no setup fees and unlimited users. A 50% discount is available for startups in their first 12 months, and volume pricing (up to 50% off) applies for agencies managing 2,500+ properties.
Street won the Kerfuffle Overall EA Supplier award in both 2025 and 2026, and Best CRM at the ESTAS 2025. The claimed 30-second average support response time is a notable differentiator.
The weaknesses: Street does not offer full data migration (Alto does include this as standard). The platform lacks the depth required for complex multi-branch operations, and it is a relatively newer entrant compared to Reapit or Dezrez.
Portal feeds: Rightmove, Zoopla, OnTheMarket.
Ownership: Independent.
For more on how portal feeds work and what they cost, see our guide on Rightmove and Zoopla integration for estate agent software.
Best for: Lettings-focused agencies that need strong property management and an open API for PropTech integrations.
Formerly known as LetMC, agentOS is purpose-built for lettings and property management. The Virtual/Startup tier starts at £130 per month for one user and one branch. The Professional tier is required for multi-branch operations. Add-ons like agentWatch (automated prospecting) cost £40 per month per postcode area.
The open API is the standout feature, allowing connections to a wide range of PropTech tools. Records are customisable, and the platform handles the full lettings lifecycle from tenant onboarding to maintenance coordination.
The downside: agentOS is less suited for sales-focused agencies. If your business is primarily residential sales with light lettings, this is probably not the right platform.
Portal feeds: Rightmove, Zoopla, OnTheMarket.
Ownership: Independent (StarBerry group).
Best for: Agencies wanting a modern, international platform with strong mobile capabilities and a fresh interface.
Rex originated in Australia and has expanded into the UK market. Custom pricing across three tiers (Starter, Professional, Enterprise). The platform covers sales, rentals, property management, marketing, and websites in a single system.
The mobile app is a strength, and Rex offers solid automation features for repetitive tasks. The modern interface is noticeably cleaner than some legacy UK platforms.
The risk: Rex's Australian origin means UK-specific compliance features (deposit protection, gas safety, Right to Rent) may lag behind UK-native platforms. Its UK market presence is still smaller than established competitors, which could affect the availability of UK-focused integrations and support knowledge.
Portal feeds: Rightmove, Zoopla, OnTheMarket (via portal integration setup).
Ownership: Independent (Australian).
Best for: Startups and small agencies with fewer than 100 active properties who want clear, published pricing with no lock-in.
10ninety is the only platform in this comparison with fully transparent, published pricing: £70 per month for up to 100 active properties, with £35 per month for each additional 100 properties. Setup costs £100. No charge per user. No minimum contract. E-signatures are available at £10 per month for 20 documents. The Client Hub add-on costs £30 per month.
Cloud-based, covering sales and lettings, with social media marketing tools included. For an independent agent starting out or running a small portfolio, 10ninety offers the lowest barrier to entry and the clearest cost structure in the market.
The limitation: feature depth is not comparable to enterprise platforms. Complex multi-branch operations or advanced lettings workflows will outgrow this platform.
Portal feeds: Rightmove, Zoopla, PrimeLocation, OnTheMarket.
Ownership: Independent.
Best for: Boutique and independent agencies wanting the lowest per-user price with no long-term commitment.
Apex27 charges £35 per user per month (ex. VAT) on a 30-day rolling contract. No setup fees. A free 30-day trial requires no credit card. A free website and client portal are included. Integrations cover Acaboom, Credas, Signable, AplyiD, DocuSign, Agency Express, and ValPal.
For a two-person agency, that is £70 per month total with the ability to cancel at any time. The 30-day rolling contract is the shortest commitment in this comparison.
The trade-off: Apex27 has a smaller ecosystem than Alto or Reapit, and may lack depth for complex lettings or property management workflows.
Portal feeds: Major portals supported.
Ownership: Independent.
Both Jupix and Expert Agent appear in many "Alto alternatives" lists, but there is a problem: they are owned by the same parent company as Alto. All three are Houseful brands, which means switching from Alto to Jupix or Expert Agent does not address the Zoopla ownership concern.
Jupix is a solid platform for small agencies, but Zoopla has been actively encouraging Jupix users to migrate to Alto since 2022. This raises questions about Jupix's long-term priority within the group. One user who switched from Jupix to Alto described it as "the most tedious and useless system."
Expert Agent has 2,500+ branches and over 20 years in the market. It offers free unlimited live online training, which is a genuine advantage. But the same ownership dynamics apply.
If your reason for leaving Alto is the Zoopla ownership structure, neither Jupix nor Expert Agent solves that problem.
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| Platform | Published price | Pricing model | Contract |
|---|---|---|---|
| Alto | £149/month | Per-branch, flat fee | 24 months (reported) |
| Reapit | Quote only | Per-user, tiered | Custom |
| Dezrez | Quote only (est. £400-£1,500/month) | Tiered packages | Custom |
| Street | £149/month (reported) | Flat fee, unlimited users | Custom (startup discount available) |
| agentOS | From £130/month | Per-branch | Custom |
| Rex | Quote only | Agency size-based tiers | Custom |
| 10ninety | £70/month (up to 100 properties) | Per-property band | No minimum contract |
| Apex27 | £35/user/month | Per-user | 30-day rolling |
One of the first questions agents ask when considering a switch: will my portal feeds still work? The answer, for every platform in this comparison, is yes. All major UK estate agent CRM platforms support feeds to Rightmove, Zoopla, and OnTheMarket.
| Platform | Rightmove | Zoopla | OnTheMarket |
|---|---|---|---|
| Alto | Yes | Yes (native) | Yes |
| Reapit | Yes | Yes | Yes |
| Dezrez | Yes | Yes | Yes |
| Street | Yes | Yes | Yes |
| agentOS | Yes | Yes | Yes |
| Rex | Yes | Yes | Yes |
| 10ninety | Yes | Yes | Yes |
| Apex27 | Yes | Yes | Yes |
The nuance is in the switchover process. Portal feeds are tied to your software provider's data feed agreement, not to your agency directly. When you switch CRM, your new provider sets up a new feed and the old one is deactivated. During this transition (typically 1-5 business days), your listings remain live on the portals, but updates may be delayed. Plan the switchover for a quiet period if possible.
For a detailed breakdown of how Rightmove RTDF and Zoopla feeds work technically, see our guide on Rightmove and Zoopla integration for estate agent software.
Migration is the part that stops most agencies from switching, even when they want to. The concerns are legitimate, but manageable if you plan for them.
Alto allows data export, but the format and completeness vary. Contact records, property data, and transaction history should be exportable. However, document attachments, email threads, and activity logs may not transfer cleanly into every new platform. Before signing with any new provider, ask them specifically: "What data can you import from Alto, and what will we lose?"
Your new CRM provider will set up fresh portal feeds with Rightmove, Zoopla, and OnTheMarket. This is a standard process that every provider in this comparison handles regularly. The typical timeline is 1-5 business days. Your listings remain live during the transition, but you may experience a brief gap in update capability.
Budget for a 2-4 week transition period where productivity dips. Staff need to learn the new system while maintaining service levels. Most providers offer onboarding support. Street claims to get agencies live quickly; Reapit's enterprise onboarding takes 10-12 weeks. Factor the onboarding timeline into your switching decision.
A realistic migration timeline from decision to full operation on the new platform: 4-8 weeks for most agencies, longer for complex multi-branch setups on Reapit Enterprise. Start the process at least 3 months before your Alto contract renewal date to avoid being auto-renewed.
For agencies with complex sales workflows, our article on sales progression software covers how chain management tools differ across platforms.
Every platform in this comparison makes assumptions about how an estate agency works. For most agencies, those assumptions are close enough. But some agencies have workflows that do not fit neatly into any off-the-shelf CRM:
For these agencies, a bespoke system built around their actual processes (rather than adapting their processes to the software) can be more cost-effective over three to five years than paying for a platform that requires constant workarounds.
The initial build cost is higher than a monthly SaaS subscription, but the ongoing cost is lower because you are not paying for features you do not use, and you are not constrained by features the vendor has not built yet.
The right choice depends on your agency type, size, and priorities:
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