Compass logo

Urban Compass (which I’ve written about before) recently re-branded to Compass, as they are expand outside of their urban NYC environment to the suburbs (Washington, D.C., Maryland and Virginia).

They have money, are extremely well connected, and are investing heavily in tech tools. I like the newer, shorter name, but I’m sure that domain name cost them a pretty penny.

My questions:

  • What’s their core differentiator?
  • What does the brand stand for?
  • Is great tech enough?