2025: Acquisition, Rebrand, and What Changed

The Big Move: Owning the Technology with Our new AI Lab

In November, we acquired Volted.ai, a generative-AI company specializing in high-quality workflows for images, videos, and 3D.

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This acquisition is different from last year's IMOGENT move. Where IMOGENT expanded our product portfolio, Volted.ai brings cutting-edge AI technology in-house—the foundation for everything we'll build moving forward, visual and beyond.

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With this acquisition, we launched the Backbone AI Lab, a dedicated hub for real estate-specific AI research and development.

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Learn what this means for the future →

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The Refresh: A New Brand, Five Years Later

In July, we launched our first complete brand refresh since 2020.

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After five years of growth—from visual production to becoming the infrastructure layer for real estate marketing—it was time for our identity to reflect that evolution. The rebrand signals where we've been and, more importantly, where we're going.

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What We Shipped in 2025

Beyond the big strategic moves, we launched more features this year than any other.

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The mobile app launched in July, putting professional photography tools directly in your phone. Built for fast-moving listings or tighter budgets—when you need professional results without waiting for a scheduled shoot.

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Integrations became a priority. Teams running larger operations needed Backbone to work with their existing systems—automatic syncing, real-time updates, no duplicate files. We built that.

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AI tools that complement our expert services: enhanced photo editing, virtual staging, and object removal. Fast solutions when you need speed, manual work when you need precision—now you have both instantly.

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Core feature upgrades: redesigned 3D floor plan ordering with customizable styles and viewing angles, a new in-platform photo editor for quick adjustments, and extended privacy options with blur flexibility.

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New products: standalone exterior photography service for when interior access isn't possible—or when seasonality demands fresh visuals.

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Workflow simplifications: auto-copy your team on order updates, reschedule shoots directly with photographers, navigate by property not only order number, order references in bank statements for expense tracking, and invoice payment for non-subscribers.

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Want to see the details?

Check out our dedicated features page to see what landed and what's on the roadmap.

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See what we're building →

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The Momentum

All of this work—the acquisition, the rebrand, the mobile app, the AI tools—is showing results.

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This year, Backbone won the DREA Award in the Digital Category, recognition from the industry that the direction we're heading resonates beyond our existing user base. But the real validation comes from the numbers:

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2026: What We're Building

Next year, the AI Lab will launch capabilities that change how properties are marketed.

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AI that understands property types and buyer personas, not just image processing. Tools that anticipate what you need before you ask.

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Everything we built in 2025 was foundation. 2026 is where it comes together into something bigger: a platform that doesn't just help you market properties faster—it fundamentally changes what's possible in real estate marketing.

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Seven years in, we're building the platform real estate teams won't be able to work without.

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Thank You

To our clients: thank you for expectations that guide our decisions and push us to build what real estate marketing needs across Europe.To our creatives—photographers: you're the ones who bring properties to life.To our team: you delivered at a pace and quality that positioned Backbone for the next decade.

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2026 is going to be interesting.

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