NEWARK, DE — A new real estate startup is taking aim at one of the industry’s most entrenched norms: the six percent commission fee. Ridley, founded by tech entrepreneur Mike Chambers, officially launched its platform in Colorado last week, promising to streamline the home-selling process while allowing homeowners to retain more of their equity. The company plans to expand to four additional states by year’s end.
Combining AI-driven guidance, legal support, and distribution on major home-buying platforms, Ridley is positioning itself as an alternative to traditional realtor-driven transactions. The platform uses localized data and machine learning to help sellers price, list, and market their homes independently—while still accessing expert support services.
The idea for Ridley was born from Chambers’ own frustration. While trying to sell his home, he encountered resistance from agents unwilling to negotiate commission fees and faced obstacles navigating the sale without a traditional broker. “I didn’t set out to start a real estate company—I was just trying to sell my home,” Chambers said. “What I discovered was an industry systematically designed to protect itself at the expense of consumers.”
Chambers took to social media to share his experience under the handle @realtorshateme, where his posts quickly went viral and attracted tens of thousands of followers. That momentum revealed a market ripe for disruption—and a public ready for change.
Ridley’s platform features step-by-step AI coaching trained on market-specific pricing models and transaction history. Sellers receive personalized recommendations and listing strategies tailored to their goals and timelines. In addition, the service offers human support via a concierge team, vendor network, and on-demand legal counsel.
By automating much of the process and offering key services à la carte, Ridley aims to replace the conventional real estate agent model—one that critics argue adds cost without necessarily adding value. The company believes its platform could save sellers billions in unnecessary commissions over time.
As regulatory scrutiny grows around real estate commissions and consumer expectations shift toward tech-enabled solutions, Ridley’s timing may prove strategic. Whether the industry will welcome this disruption—or resist it—remains to be seen. But for now, Ridley’s launch signals a bold challenge to the status quo.
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