{
 "company": "appfolio",
 "as_of": "2026-09-24",
 "choices": [
  {
   "id": "appfolio-p01",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Market selection",
   "statement": "Before building, Schauser and Walker spent about six months testing verticals including auto repair, health and wellness, yoga studios and property management, and dropped auto repair after visiting about 40 shops whose owners showed no interest in paying for software.",
   "event_date": "2007",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AF8"
   ]
  },
  {
   "id": "appfolio-p02",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Scope boundary",
   "statement": "The founders pitched a four-slide deck whose third slide listed what the product would not do; when it excluded accounting, property managers lost interest, and accounting was brought into scope.",
   "event_date": "2007",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AF8"
   ]
  },
  {
   "id": "appfolio-p04",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Entry product",
   "statement": "AppFolio launched its first product, AppFolio Property Manager (APM), a property management solution, in 2008.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF2"
   ]
  },
  {
   "id": "appfolio-p05",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Architecture",
   "statement": "APM was built to be completely web based, in a vertical the CEO described as dominated by legacy client/server software.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF10"
   ]
  },
  {
   "id": "appfolio-p06",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "First release focus",
   "statement": "The first version emphasized data migration and reporting; an early customer's report that ran through lunch on desktop software returned in about a minute.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AF8"
   ]
  },
  {
   "id": "appfolio-g01",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Launch sequence",
   "statement": "AppFolio planned a limited launch in a couple of markets to reach twenty to thirty installed customers before broader marketing.",
   "event_date": "2008",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AF10"
   ]
  },
  {
   "id": "appfolio-p07",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Workflow scope",
   "statement": "By 2009 APM combined internet-centric accounting with online maintenance requests, electronic payments to owners, and website design and hosting.",
   "event_date": "2009-10-01",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF11"
   ]
  },
  {
   "id": "appfolio-p21",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Scope boundary",
   "statement": "The CEO said entering property management required a robust core accounting system because multifamily had niche needs that off-the-shelf accounting software did not provide.",
   "event_date": "2009-10-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "AF11"
   ]
  },
  {
   "id": "appfolio-g02",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Target segment",
   "statement": "The CEO described the focus as the middle market of about 1,000 to 7,000 units, with a mix of fee managers and owner-operators.",
   "event_date": "2009-10-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "AF11"
   ]
  },
  {
   "id": "appfolio-g03",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Pricing unit",
   "statement": "AppFolio charged by the number of units managed, not by the number of users.",
   "event_date": "2009-10-01",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "AF11"
   ]
  },
  {
   "id": "appfolio-g04",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Positioning",
   "statement": "AppFolio aimed at smaller managers with hundreds to thousands of units and no dedicated IT staff, stressing ease of use and service, while Yardi and RealPage targeted large operators.",
   "event_date": "2010-05-25",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF23"
   ]
  },
  {
   "id": "appfolio-g19",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Rival response",
   "statement": "Yardi bought web-based DIY Real Estate Solutions to serve managers of about 1,000 units; a Yardi vice president said AppFolio had a solution for that market and Yardi did not.",
   "event_date": "2010-05-25",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF23"
   ]
  },
  {
   "id": "appfolio-g20",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Rival response",
   "statement": "RealPage's IPO registration statement named AppFolio as the primary competitor of its ERP systems in the single-family market.",
   "event_date": "2010-06-07",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF45"
   ]
  },
  {
   "id": "appfolio-p03",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Customer research",
   "statement": "Schauser interviewed nearly 20 property managers before development, applying a sell-design-build method learned from Expertcity's failed tech-support marketplace.",
   "event_date": "2011-11-18",
   "date_precision": "day",
   "evidence_kind": "participant_account",
   "sources": [
    "AF9"
   ]
  },
  {
   "id": "appfolio-p08",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Adjacent vertical",
   "statement": "AppFolio acquired MyCase to enter legal practice management software for small law firms.",
   "event_date": "2012-11",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF14"
   ]
  },
  {
   "id": "appfolio-g08",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Onboarding attach",
   "statement": "A former executive said AppFolio moved payments and screening setup into implementation, configuring new customers with both during onboarding.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AF7"
   ]
  },
  {
   "id": "appfolio-p10",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Listing syndication",
   "statement": "AppFolio bought RentLinx, a rental listing software firm that included ShowMeTheRent.com.",
   "event_date": "2015-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF14"
   ]
  },
  {
   "id": "appfolio-p09",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Value+ services",
   "statement": "Value+ services for property managers included websites, electronic payments, resident screening, tenant liability insurance and a contact center for maintenance requests.",
   "event_date": "2015-05-18",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF1"
   ]
  },
  {
   "id": "appfolio-g05",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Demand generation",
   "statement": "The S-1 described inbound marketing through content, SEO and paid search, with a sales development team nurturing leads from those programs and industry events.",
   "event_date": "2015-05-18",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF1"
   ]
  },
  {
   "id": "appfolio-g06",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Capital and marketing",
   "statement": "AppFolio went public; its CEO said vertical focus meant no need for broad advertising because the company knew where to find its customers.",
   "event_date": "2015-06-26",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF13"
   ]
  },
  {
   "id": "appfolio-p11",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Payments and leads",
   "statement": "AppFolio announced Premium Leads (one-click posting to paid listing sites) and Owner/Vendor E-Checks for paying owners and vendors from inside APM without paper checks or NACHA files.",
   "event_date": "2015-09-30",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF34"
   ]
  },
  {
   "id": "appfolio-g07",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Community",
   "statement": "More than 700 property management customers attended AppFolio's third annual customer conference in Santa Barbara.",
   "event_date": "2015-09-30",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF34"
   ]
  },
  {
   "id": "appfolio-p22",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Industry-specific accounting",
   "statement": "AppFolio Property Manager's accounting covered payables, receivables, trust accounting, Form 1099 creation, check printing, automatic bank reconciliation and ratio utility billing.",
   "event_date": "2017-02-27",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF2"
   ]
  },
  {
   "id": "appfolio-g09",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Segment and channels",
   "statement": "AppFolio targeted property managers with portfolios of 50 to 3,000 units and marketed through webinars, local Connects events, user forums, SEO, social media and in-app messages promoting Value+ services.",
   "event_date": "2017-02-27",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF2"
   ]
  },
  {
   "id": "appfolio-p12",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Extensibility",
   "statement": "AppFolio launched AppFolio Stack for connecting partner software to the platform.",
   "event_date": "2018",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF22"
   ]
  },
  {
   "id": "appfolio-g21",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Rival response",
   "statement": "Yardi announced Breeze for portfolios of 1,000 units or less, from $1 per unit a month, with online payments and portals.",
   "event_date": "2018-02-20",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF46"
   ]
  },
  {
   "id": "appfolio-g10",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Revenue model",
   "statement": "Core subscriptions were charged per unit per month; Value+ payments, screening, insurance and advertising were charged as flat per-transaction fees with no minimum usage.",
   "event_date": "2018-04-30",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF42"
   ]
  },
  {
   "id": "appfolio-p13",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Acquisition",
   "statement": "AppFolio acquired Dynasty Marketplace for $60 million.",
   "event_date": "2019-01",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF14"
   ]
  },
  {
   "id": "appfolio-p14",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Retirement",
   "statement": "AppFolio sold MyCase to Apax Funds for about $193 million, leaving it a real estate software company.",
   "event_date": "2020-09",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF14"
   ]
  },
  {
   "id": "appfolio-g11",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Price level",
   "statement": "The base tier was reported at about $1.25 per unit per month and a higher tier for larger operators at about $3 per unit per month.",
   "event_date": "2020-09-24",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF15"
   ]
  },
  {
   "id": "appfolio-p15",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Premium tier",
   "statement": "AppFolio offered APM Plus alongside core APM; Plus customers paid about 60% more per unit, and corporate customers adopted Plus about six times as often as other segments.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF22"
   ]
  },
  {
   "id": "appfolio-g12",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Segmentation",
   "statement": "AppFolio segmented customers into SMB (50 to 499 units), mid-market (500 to 1,499), corporate (1,500 and up) and community associations.",
   "event_date": "2022",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF22"
   ]
  },
  {
   "id": "appfolio-p16",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "AI platform",
   "statement": "AppFolio unveiled AppFolio Realm, including a conversational interface powered by large language models, after five years of AI investment.",
   "event_date": "2023-07-27",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF35"
   ]
  },
  {
   "id": "appfolio-g13",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Payment fees",
   "statement": "AppFolio stopped waiving eCheck fees, charging $2.49 per rent or HOA payment when the resident paid or $1.00 when the manager absorbed it.",
   "event_date": "2023-07-31",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF24"
   ]
  },
  {
   "id": "appfolio-p17",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "Premium tier",
   "statement": "AppFolio introduced APM Max for large operators, with a leasing CRM, Leasing Signals pricing data, custom fields, database API access and dedicated success management.",
   "event_date": "2024-01-25",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF36"
   ]
  },
  {
   "id": "appfolio-g14",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Payment fees",
   "statement": "Management said it would reduce certain transaction fees on card-based rent payments from the second quarter of 2024.",
   "event_date": "2024-01-25",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF36"
   ]
  },
  {
   "id": "appfolio-p18",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "AI workflow automation",
   "statement": "Realm-X Flows workflow automation was available on the Plus and Max plans; customers had completed more than one million Realm-X Assistant actions.",
   "event_date": "2025-01-30",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF20"
   ]
  },
  {
   "id": "appfolio-g15",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Upmarket wins",
   "statement": "AppFolio reported winning its largest customer to date in May, September and November 2024, including the 9,800-unit Breeden Company.",
   "event_date": "2025-01-30",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF20"
   ]
  },
  {
   "id": "appfolio-g16",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Resident services",
   "statement": "AppFolio announced a partnership with Second Nature to bundle resident benefits.",
   "event_date": "2025-04-24",
   "date_precision": "day",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AF19"
   ]
  },
  {
   "id": "appfolio-p19",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "AI adoption",
   "statement": "AppFolio reported 96% of customers using Realm AI features in 2025 and 59% of support interactions handled by AI.",
   "event_date": "2025-11-18",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF21"
   ]
  },
  {
   "id": "appfolio-g17",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Sales capacity",
   "statement": "AppFolio reported upmarket acquisition sales capacity up about 40% and total sales capacity up about 50% since 2023, with sales and marketing at 13% of revenue.",
   "event_date": "2025-11-18",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF21"
   ]
  },
  {
   "id": "appfolio-g18",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "go_to_market",
   "dimension": "Segment priorities",
   "statement": "AppFolio prioritized unit acquisition in community associations, upmarket residential (1,500+ units) and SMB (50 to 1,499 units).",
   "event_date": "2025-11-18",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF21"
   ]
  },
  {
   "id": "appfolio-p20",
   "business": "Cloud property management software and the payment, screening and insurance services sold through it, for US residential property managers",
   "category": "product",
   "dimension": "AI agents",
   "statement": "The platform offered Realm Leasing Performer and Realm Maintenance Performer, AI agents embedded in leasing and maintenance workflows, across Core, Plus and Max plans.",
   "event_date": "2026-02-05",
   "date_precision": "day",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AF3"
   ]
  }
 ]
}