True Footage, a technology-driven residential appraisal and appraiser services company, announced it has raised $40 million in a Series C funding round to expand its full-stack valuation platform and accelerate product development. The Series C round was led by returning investor Cox Enterprises, with participation from Nava Ventures, Roger Ferguson, Pilot Enterprises, Story Ventures, The Kraft Group, PagsGroup, and Mockingbird Capital.
Founded in 2021 and headquartered in Austin, Texas, True Footage has focused on building an end-to-end residential valuation solution that combines proprietary software, data science, and in-house appraisal services. The company’s approach centers on integrating advanced analytics directly into the appraisal workflow rather than selling standalone tools to existing industry players.
The newly raised capital will be used to further scale its platform, which delivers faster, more accurate, and cost-efficient home valuations. The company has processed millions of appraisals to date and developed its own AI-driven analytics tools to support real-time, data-backed valuation models.
True Footage’s flagship platform, TrueTracts, provides appraisers with market analysis, time and feature adjustments, and trend insights. The software has been adopted by top-performing appraisers nationwide and is designed to improve consistency, compliance, and efficiency throughout the valuation process.
The company currently employs hundreds of appraisers across 33 states and works with approximately 300 mortgage lenders, including 7 of the top 10 in the U.S. mortgage market. With this latest funding, True Footage has raised more than $105 million in total.
Looking ahead, the company plans to expand its valuation services across major consumer brands, government entities, and the broader mortgage ecosystem. It also intends to deepen integrations with real estate technology platforms.
KEY QUOTES:
“Our technology allows us to deliver defensible, interpretable valuations built on real-time data, while empowering appraisers with tools shaped by the industry’s top professionals. As the housing market grows more volatile and affordability pressures mount, the industry cannot afford valuations that are slow, expensive, or opaque. Accurate, cost-efficient valuations driven by appraisers are essential to keeping homeownership accessible.”
“We’ve earned the trust of thousands of appraisers by building original technology that puts experts in the driver’s seat. This capital allows us to expand our platform and continue delivering the highest quality valuations possible.”
John Liss, Founder And CEO Of True Footage
