Compass is putting a product behind its appetite for market share.

Robert Reffkin’s firm, which has long touted itself as a technology company, released a consumer platform billed as a client-facing version of its $1.6 billion end-to-end technology platform.

After a whirlwind 2024 that saw Compass build its listings inventory by acquiring a number of local power players, the company has set its sights on bringing that inventory to the consumer with this newest release.

A press announcement for the platform highlights the buyers’ ability to “access Compass-exclusive inventory” and seller access to “pre-marketing tools like Compass’ 3-Phased Marketing Strategy,” which entails sellers first listing their home as a private exclusive, before moving it to Compass.com as a “coming soon,” and then as a last step, listing it publicly on listing services and aggregators.

Reffkin has publicly spoken about creating a similar product as far back as 2021 when he presented his vision at the company’s retreat in Austin.

“Anybody who starts working with you is going to become your client for life,” he said of the potential client dashboard at the time. “It’s going to become your client’s single destination for everything home — before, during and after the transaction.”

The release’s emphasis on off-MLS homes also echoes Reffkin’s more recently stated goal of ensuring “Compass agents and Compass.com have more inventory than third-party sites.”

But competitors in the industry have said that goal is ultimately harmful to buyers and sellers, and see the platform as another means to further that end.

Brown Harris Stevens’ CEO Bess Freedman called the platform a “Trojan horse” that enables Compass to keep listings — and with it, commissions — to itself, which she said “doesn’t ultimately benefit the client.”

“How are you going to find that cowboy or cowgirl who is willing to pay 30 percent more than the asking price if you’re only keeping it to your little place — or big place,” she said. “You never know who’s in the corner looming, who’s going to pay more.”

The fears from critics like Freedman — who has not been shy of questioning Compass’ tactics in the past — come against the backdrop of a larger debate around the National Association of Realtors’ Clear Cooperation Policy, which requires listings to be uploaded to the MLS within one day of being publicly marketed.

Reffkin has been arguably the most vocal opponent of the policy, pointing to days on market and price drops — two metrics tracked by MLSes and aggregators like Zillow — as “killers of value.” Supporters of the policy — and by proxy, critics of Compass — have claimed that Reffkin’s calls for repeal are simply self-serving.