The people
What they build
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Working at Zoocasa
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On the TechTO stage
Tips for a Successful Pivot
Watch on YouTube ↗Grow What You Know: Opportunities Are Close to Home
Watch on YouTube ↗Every talk is searchable — ask the archive about Zoocasa ↗
About
Rogers Communications ran zoocasa.com as a lead-generation marketplace and was getting out of the business in 2015, when Lauren Haw and a group of investors bought it. On the FintechTO stage in December 2016 Haw said they kept the brand and the domain authority and changed almost everything else: leads were no longer sold to third-party agents, the brokerage was brought in-house, and AdWords was switched off to see what organic traffic was real. eXp World Holdings acquired Zoocasa Realty Inc. and zoocasa.com in July 2022; Carrie Lysenko was named CEO in April 2023.
Backers
Wholly owned by eXp World Holdings (NASDAQ: EXPI) since July 2022. Before that: Lauren Haw and a group of private real estate and technology investors, who bought zoocasa.com from Rogers Communications in 2015 (eXp press release, 2022-07-14; Real Estate Magazine, 2015-07-06)
Quick answers
What does Zoocasa do?
It runs zoocasa.com — home search, sold data and home estimates in Canada and the U.S. — and a real estate brokerage, so the same company handles a buyer from the first click to closing.
Who owns Zoocasa?
eXp World Holdings, which completed its acquisition of Zoocasa Realty Inc. and zoocasa.com in July 2022. Before that it was owned by Lauren Haw and a group of investors, who bought the site from Rogers Communications in 2015.
What was the Zoocasa pivot?
Rogers sold leads to agents across the country. Haw's group brought the brokerage in-house, stopped selling leads, and turned off AdWords to find the organic traffic that paid for itself — slowing the business down, as she put it on the FintechTO stage in December 2016, to be able to grow it later.