eXp Realty has officially launched CRM of Choice, a transformative technology initiative that empowers agents to select the customer relationship management (CRM) platform that best supports their individual business strategies. (Read the press release here.)
Starting July 1, eXp agents will have access to three powerful platforms — BoldTrail (a fully rebuilt version of kvCORE), Cloze, and Lofty — all available through the company’s secure Okta dashboard. This marks a pivotal shift away from the one-size-fits-all approach, giving agents unprecedented flexibility in how they power their businesses.
“No one’s done it quite like this, at this scale, at this level of customization. Because you deserve a system that works the way you work.”
— Kendall Bonner, VP of Industry Relations, eXp Realty
Three Platforms, Tailored to You
Each CRM included in the program offers distinct features aligned to the way agents work and grow:
- BoldTrail: Built for top producers and structured solo agents, BoldTrail delivers AI-driven automation, IDX websites, and intelligent lead scoring perfect for those seeking a scalable, all-in-one solution.
- Lofty: Ideal for lead-focused teams and high-volume operations, Lofty provides advanced lead routing, SEO-optimized websites, and robust campaign tools powered by intelligent automation.
- Cloze: Designed for referral-based and relationship-driven agents, Cloze offers a seamless, mobile-first experience with automatic contact tracking, smart follow-up, and personalized relationship management.
How to Opt In
Agents can log into their eXp Okta dashboard to view available CRMs and select the one that aligns best with their business needs.
If you’re currently using kvCORE:
- You’ll be automatically migrated to BoldTrail starting July 1, 2025.
- If you prefer to switch to Cloze or Lofty, you’ll be able to make that change in your Okta dashboard.
- Be sure to export any important data from your current CRM before switching.
If you don’t make a selection:
- Agents who have never used an eXp CRM will not be assigned one until they opt in.
- “Inactive” kvCORE users will be deactivated and must opt in to activate a new CRM.
- “Active” kvCORE users will be moved to BoldTrail by default but must confirm their choice by September 30, 2025. After that, BoldTrail will be locked in for the rest of the 12-month cycle unless a change was submitted.
Training and Support
Live weekly deep-dive sessions in eXp World help agents explore their options in real time and ask platform-specific questions. These sessions are held every Monday and Wednesday:
- Cloze – 12:00 PM ET
- Lofty – 1:00 PM ET
- BoldTrail – 2:00 PM ET
In addition, the CRM of Choice Toolkit offers a central hub of resources, including:
- Platform comparison guides
- Recorded training sessions
- CRM selection walkthroughs
- Migration tips and FAQs
A New Era of Agent-Centric Technology
CRM of Choice reflects eXp Realty’s larger commitment to technology freedom, personalization, and true agent empowerment. With thousands of agents opting in ahead of the official launch, this initiative is already reshaping how agents engage with their systems on their terms.
This isn’t just a tech update. It’s a redefinition of what it means to build a business at eXp.
