C
arey Schwaber Armstrong, a former Zillow VP and Tomo COO, has launched TrueList, an AI assistant with an agent-seller dashboard. Armstrong announced the startup on LinkedIn after keeping it under wraps for some time. The company's product is designed to help listing agents with routine tasks, freeing up more time for high-value activities.

    The dashboard utilizes agentic AI to assist with tasks such as scheduling meetings and managing documents. According to TrueList, using the platform can save agents 5-10 hours per listing, equivalent to having a listing coordinator at a fraction of the cost. The company aims to share the dashboard with sellers, providing them with visibility into the sale process.

    TrueList is entering a growing market where AI assistants are being used to automate easily manageable tasks and allow agents to focus on human-centric priorities like prospecting and relationship-building. Other companies in this space include HouseWhisper, which offers a 24/7 personal assistant, and Real Brokerage's tech tools that support agents in their day-to-day business.

    Armstrong's announcement comes after she left her role as COO at Tomo, a mortgage-focused startup she co-founded with Greg Schwartz. Armstrong is part of the "Zillow mafia," a group of former Zillow executives who have gone on to find success with other tech or real estate-adjacent ventures.