Sweden-based property marketing platform Adfenix is rebranding as Realforce following two acquisitions.

In acquiring customer data firm Quedro and media management outfit Brandkeeper over the last 18 months, the company said it had “made it clear that it had ambitions beyond social media advertising”.

The new Realforce “product universe” will be engineered to provide support to the “under-appreciated marketing team, tasked with supporting estate agents with their marketing needs”, the company said.

André Hegge, Realforce co-founder and CEO, commented: “As a name, Adfenix could no longer represent what the platform now makes possible. Realforce will enable one marketer to support an entire team of estate agents, with a concierge marketing service, delivered at scale through software.”

Carl-Fredrik Mandrapa Olsson, Realforce VP strategy, added: “What the team have created is not only a first-of-its-kind tech stack designed solely for the property industry but also, a product universe that plays well with existing software.

“The platform fills the gaps in our partners’ existing technology, in a collaborative way, rather than overpowering.”