The partnership marks a shift in how the brokerage manages the property transaction lifecycle. By deploying PurlinOS along with the platform’s negotiation and closing tools, FirstTeam intends to connect teams and clients within a single digital environment. Agents will interact with the system via voice, text, or chatbot, centralizing tasks that previously required navigating disparate email chains and manual paperwork.

For FirstTeam, the move is a strategic bet on infrastructure. According to VP of Marketing Lauren Henss, the brokerage is prioritizing an integrated ecosystem to standardize operations rather than simply layering on additional software features. Purlin CEO Giorgi Chigogidze noted that the brokerage is moving to secure a competitive advantage before market pressures force a transition to AI-native workflows. The platform currently supports over 40,000 real estate professionals across North America, providing a load-bearing structure meant to power deals from initial search to final closing.