Formule is the Reapit alternative with an AI agent you can use today

Reapit is one of the most established names in UK estate agency software, and agents looking for a Reapit alternative usually know exactly what they are giving up. What they want is less software to operate and more work done for them. Formule is an estate agent CRM with agentic AI: Really, its AI agent, does the work a CRM usually only records. You talk to it in the Formule app, on WhatsApp or by voice. It drafts; you approve.

Here is an honest comparison, including the agencies that are better off staying with Reapit.

Reapit is built for agencies that run everything in one platform

Reapit was founded in 1997 by a London estate agency director and has spent more than 25 years building agency software. It has been backed by the private equity firm Accel-KKR since 2017, and PayProp, the rent payment and reconciliation platform, joined forces with Reapit in 2023. Beyond the UK and Ireland, it operates in Australia, New Zealand and Denmark, and its own site counts more than 18,000 estate agency brands worldwide.

The product covers the whole agency: sales CRM, lettings CRM, property management, client accounts, online bookings, a data warehouse and the Reapit Go mobile app. In 2020 it opened the Reapit AppMarket, which it describes as the UK's first PropTech app marketplace, so agencies can plug in third-party tools for AML, appraisals, auctions and more.

Reapit does not publish prices. You request a demo or speak to an expert, so as of October 2026 pricing is on request.

Reapit AI is arriving in stages

Reapit's AI page lists features available inside the platform: AI property descriptions, applicant pre-qualification through Reapit Bookings, adaptive viewing slots, a dashboard that organises each agent's day, AI-driven insights and Fi, a chatbot that answers questions about the platform.

The bigger plan is RAI. In April 2026 Reapit announced a voice-first, mobile-first RAI Copilot, an AppMarket of task-specific AI agents and RAI Builder, a no-code tool for agencies to build their own agents. Reapit said the Copilot would launch in summer 2026 with the Builder to follow, and that every AI action is "logged, auditable and reversible". At its Ascend '26 release event in June, Reapit introduced the Copilot alongside Task Autopilot and a Property Matcher that prepares communications ready for review. In September 2026 it committed an additional £20 million to innovation over 12 to 18 months.

As of October 2026, Reapit's own pages do not state whether the RAI Copilot is generally available to every customer. If it matters to your decision, ask your account manager for a date.

Formule gives agents an AI colleague today

Formule takes a different starting point. Instead of a large platform with AI added, it is a CRM where the AI agent is the way you use it. Really is live today and it works where agents spend their day.

• Talk to it anywhere. Really works in the Formule app, on WhatsApp at +1 786 982 0633 and by voice in the app, in English, German, French, Spanish, Italian or Polish.

• Turn a link into a listing. Paste a property link and Really builds a listing draft and a shareable listing page.

• Create marketing in minutes. The Marketing section produces AI images and short videos of a property, using credits.

• Follow up every lead. Really helps you follow up and drafts replies. You approve what goes out, every time.

• Keep every lead in one place. Leads from ads and portals arrive in one pipeline, and branch managers see every lead.

• Use the AI you already like. The Formule MCP server connects Formule to Claude and ChatGPT.

Reapit's RAI vision and Really share a lot: voice, context, follow-ups. The practical difference is that Really already answers you on WhatsApp, and you can try it this afternoon without a sales call.

Getting started is self-serve

Moving to Reapit starts with a demo request and a managed migration. That suits a large multi-branch group. It is a lot for an independent agent or a small team. With Formule you sign up, Really sets you up in one chat, and you start free with a 7-day Really trial.

Agencies can go further on the agency plan, where Formule runs their Meta lead ads and routes the leads into the pipeline. Across the ads Formule runs, the average cost per click is €0.084 and the click-through rate is 6.13%.

What changes when you move from Reapit to Formule

1. Fewer screens. Most of the work happens in a conversation with Really rather than in forms and menus.

2. Drafts instead of blank pages. Listings, replies and follow-ups start as drafts that you edit and approve.

3. The phone is enough. WhatsApp and voice keep you working between viewings and valuations.

4. Clear oversight. Branch managers see every lead from every source in one pipeline.

Large lettings and multi-brand groups should stay with Reapit

Formule does not try to replace everything Reapit does. It is not a client accounts package, it does not handle rent reconciliation, and it has no equivalent of the Reapit AppMarket's catalogue of third-party integrations. If your agency runs a large managed portfolio, depends on PayProp and client accounting, or has built workflows around AppMarket apps, Reapit remains the right home. The same applies if you want to build your own AI agents with RAI Builder once it ships.

Formule is the better fit for sales agents, independents and growing teams who want an AI agent doing the admin now, on WhatsApp and by voice, with no implementation project.

The numbers behind Formule

Formule has been live for 17 months, and 14 agencies work on it. €4.2M+ in property has been sold through Formule. The platform holds 10,288 property listings, has sent 3,569 WhatsApp messages and has logged 2,264 AI assistant calls.

Your first conversation with Really is the setup

Read how Formule works for UK estate agents on the Formule UK page, or create your free account. Really will set you up in one chat, and your 7-day Really trial starts straight away.