Always Open. Always Leasing.
The Boston company that let apartment hunters tour on their own schedule — and turned the empty after-hours into booked leases.
TOUR24 — Founded July 2020 by serial proptech entrepreneur Georgianna W. Oliver, the self-guided touring platform now spans roughly 525,000 apartment units across the United States. Company brand image.
A renter pulls up to an apartment community at 8 p.m. The leasing office closed at five. For decades, that gap meant a missed lease - a voicemail, a callback that might come tomorrow, a prospect who has already booked three other tours. Tour24 built an entire company around closing that gap.
Founded in July 2020, in the thick of the pandemic, Tour24 started as a contactless workaround for leasing offices operating on limited hours. Five years on, the workaround has become a permanent leasing channel. The company's mobile and web app lets prospective renters schedule and take self-guided apartment tours themselves - unlocking the door, walking the unit at their own pace, and getting answers along the way, with or without a leasing agent present.
The pitch to property owners is blunt and data-backed: Tour24 surveys report that 36% of tours happen after the office is closed, and that 78% of prospects surveyed said they would rather tour with Tour24 than with a live agent. For operators, that is a third of demand that used to fall on the floor.
The company is led by Georgianna W. Oliver, a serial proptech founder and inventor with two patents for self-guided touring. Tour24 is her fourth venture in the space - a track record that helps explain why it moved quickly from pandemic fix to funded, category-defining platform.
36% of tours occur after hours when leasing offices are closed, and 78% of prospects surveyed prefer using Tour24 over a live agent.
Tour24 sells to multifamily apartment owners and operators. Its users are the renters who tour their communities. Named clients include:
Rather than replace leasing agents, Tour24 replaces the hours they can't be there - a distinction that made it easier for operators to adopt instead of resist. The platform plugs into the property-management and CRM systems teams already run, so a self-guided tour booked at midnight lands on the leasing calendar by morning.
Mobile and web app for scheduling and taking tours - with curated audio/visual guides, indoor navigation and smart-lock, touchless entry.
Bluetooth beacons in units and amenity spaces pinpoint which rooms a prospect visited and how long they lingered.
Business-intelligence view into tour activity, engagement, conversion and after-hours demand to improve property NOI.
A self-guided touring platform launched as demand for on-demand property tours accelerated.
A conversational AI tour guide that answers questions on pricing, availability and amenities in real time, with no onsite staff.
Figures reported by Tour24 on operator outcomes and renter behavior. Treat survey-based metrics as directional.
Where it sits in the market
Self-guided touring has become a crowded corner of proptech. Competitors include Rently, PERQ, NterNow, Engrain and SmartRent. Rently leans hardware-heavy, manufacturing its own connected smart-home and access-control devices. Tour24's emphasis runs the other way - toward the software experience: produced audio/visual tour guides, room-level engagement analytics, deep integrations with the multifamily stack, and now conversational AI. Its differentiator is measurement. Beacons in every room turn a tour into data an operator can act on, rather than a guess about what sold the unit.
Business model
Tour24 is a B2B SaaS company. Owners and operators subscribe and deploy the app across their communities, paying as adoption scales by property and unit. The value proposition is straightforward: more tours, better conversion, lower staffing pressure and improved net operating income. Third-party estimates put annual revenue around $5M, with a team of roughly 49 people - though the company has not confirmed those figures.
Tori doesn't just assist, it evolves with every interaction to deliver smarter, more personalized tours.
Georgianna W. Oliver did not arrive at Tour24 by accident. She has built and sold three proptech companies before it: EverGreen Solutions and AptBudget, both acquired by RealPage, and Package Concierge, sold in 2017 to Gibraltar Industries. That history is the company's core expertise - a founder who understands both the operational realities of apartment management and the mechanics of getting new technology adopted in a slow-moving industry.
Oliver holds two patents for self-guided touring and was named a 2025 Female Trailblazer of SaaS. Around her, Tour24 has assembled a full executive bench spanning product, engineering, sales, operations and client success - the kind of structure a company builds when it intends to scale a category rather than run a pilot.
Georgianna Oliver launches the company in July as a contactless, self-guided touring solution during the pandemic.
An initial $5.6M Series A grows past $11M in total; Tour24 integrates with Hyly.AI's multifamily AI platform.
The company rolls out its Explore self-guided touring platform as demand for on-demand tours climbs.
RET Ventures leads a $5M round in October, pushing total funding past $20M; ~525,000 units reported live.
Tour24 introduces its conversational AI tour assistant at the OpTech conference.