PLACE, a real estate and financial services technology unicorn, announced today it’s officially closed the acquisition of Maxwell, a leading provider of AI-powered mortgage technology and services that serves more than 400 financial institutions to facilitate more than $130 billion in annual transactions. The addition of Maxwell will accelerate the rapid growth of the PLACE ecosystem deeper into the mortgage and institutional side of real estate.

“Maxwell is fundamentally aligned with the PLACE vision of a simpler, more connected real estate transaction,” said Ben Kinney, PLACE CEO and Co-Founder. “The mortgage experience is a critical point to build trust with consumers. We’re thrilled to bring Maxwell’s best-in-class solutions into the PLACE ecosystem and power the hundreds of institutions that make homeownership possible.”

The PLACE homeownership platform currently powers hundreds of thousands of real estate professionals through two distinct pillars: ala carte technology services, and the PLACE operational and growth engine for real estate teams. An estimated 20% of U.S. homeowners are already part of the PLACE ecosystem through the company’s proprietary technology and services ecosystem, and the company touched more than 100,000 real estate transactions in 2025.

Maxwell, which offers a point-of-sale solution, business intelligence, fulfillment, diligence, and private label origination services, will complement the company’s existing solutions for consumers, real estate professionals, and institutions. With Maxwell as a critical centerpiece, PLACE will scale its financial services business, bringing the same unparalleled growth engine to the lenders and institutions powering the homeownership journey.

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