Proptech
The Coming PMS War
Jonathan Lonsdale
4 min

RealPage restricting EliseAI is only the start. Every PMS will do the same math and land in the same place: restrict competing AI agents.
Many have been asking my thoughts on RealPage restricting EliseAI. I say I'm shocked. Shocked it took so long. Whether this is good or bad for the industry isn't the point. It's the incentives of the incumbents.
The PMS is the system of record for a property company: the leases, the ledger, the workflows. For years, an open API was free money. Point solutions plugged in, made the record more valuable, and paid for the privilege. A general-purpose agent changes the math.
An agent with read and write access to your system doesn't make the record more valuable. It likely violates your terms of service while learning every workflow. The company that owns the agent is the next Entrata.
The Last War
When I started Ender in 2019, Yardi and Entrata were in the last year of a six-year lawsuit. Entrata began in 2003 as Property Solutions, a Provo college student's tool for taking rent and leasing apartments. It sold plug-ins that ran on top of Yardi. In 2013, it launched its own PMS. Yardi sued that October, alleging Entrata had accessed Voyager, Yardi's PMS, without a license to build its interfaces. Entrata countersued for antitrust. They settled on the eve of trial in September 2019.
To Yardi, this came off as disingenuous. It let a partner grow on top of it and got a competitor. The rule it learned is the rule every platform learns: work with the companies that stay in their lane. Let them get big enough. Not big enough to usurp you.
Platforms are already taking action
Salesforce made the call for Slack in June 2025. It changed Slack's API terms so third parties could no longer index or store Slack messages, which shut enterprise search companies like Glean out of the data.
ServiceTitan, the system of record for home services contractors, did the same to Podium in August 2026. Podium started as a texting and reviews tool that plugged into ServiceTitan, raised $419 million, and then shipped its own field service software with a migration team. ServiceTitan shut off the integration for about 1,000 shared customers with 30 days' notice. Its new API terms bar any AI system from deciding on its own which endpoints to call.
The Incumbent Game Theory
If you're Yardi or Entrata, what do you do?
Continue the status quo, allowing full API access to potential competitors
Stop competitive agents
1-- you lose. 2 is the only path forward. If you stop competitive agents, you buy time, but your downfall is inevitable if you don't move to provide value to clients. There are a few options:
Build your own agents
Strike a deal with one of the frontier model companies: Anthropic, OpenAI, Google, xAI.
Run open-weight models yourself and let clients do the same. They control their own destiny, and nobody hands revenue to a tool that's coming for you.
a)-- you lose. The incumbents know their core competency isn’t building agents, just as they couldn't execute on IoT before and needed to partner. For b)-- a deal turns one of them into a partner with terms and gives you a reason to shut the rest out. Entrata already made this move. In June 2026, it signed a long-term collaboration with OpenAI. c) also works and is more friendly, but it adds ongoing security/compliance monitoring for which agents you allow.
Either way, continuing the status quo loses, including Entrata’s current stance of 1b. All roads lead to restricting access. Why leave yourself open to a competitor that is friendly today and hostile the day its agent can run your product?
Lazy losers
The counterexample is music. In 2005, the year before Spotify was founded, four companies controlled over 80% of US record sales. They could have allied and built the platform. They almost did.
In 2001, Universal and Sony built Pressplay; Warner, EMI, and BMG built MusicNet. Neither launched with every major label, and both were dead within a few years. Then the labels licensed their catalogs to Spotify, taking an 18% stake for about €8,800. Even after that, the labels could have formed a subsidiary. I asked a former Sony Music executive why they didn't band together. He told me they couldn't get out of their own way to get a deal done.
Most sold their shares after Spotify went public. Spotify is now worth about $100 billion, more than Universal and Warner combined.
The labels couldn't coordinate, so they let the platform happen. The PMSs don't have to coordinate.
Same math, same answer
Uber and Lyft charge nearly the same fares without talking to each other. Same inputs, same method, same answer. Yardi, RealPage, Entrata, AppFolio, and MRI will each do this math alone and land in the same place: certified partners, restricted agents, a model vendor of their own.
Yardi's stated posture today is quasi-open. It offers APIs to third-party tools and treats the PMS as the accounting platform. Yardi can be lazy: keep the API open, let agents learn every workflow, and watch clients migrate to other vendors. Or it can be mean. It spent six years in court with Entrata. Yardi isn't the lazy kind.
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