Janover Pro vs. Axial: 2 Different Platforms for 2 Different Types of Users

As a commercial real estate broker, you've got a few options when it comes to financing platforms. Janover Pro and Axial are two that might appear on your radar, but they serve very different purposes and markets. Let's go through these differences so you can determine which one's right for your business goals and client needs.

Core Focus and Target Market

Janover Pro was designed specifically for commercial real estate debt brokers. Built by brokers for brokers, the platform started out as an internal tool for Janover's own commercial mortgage brokerage team before being made available to the market. The leadership behind Janover Pro brings decades of experience in commercial real estate financing, which has impacted the platform's design and functionality. It focuses on the CRE debt space, helping brokers connect deals with appropriate lenders (though it does offer a number of great options for brokers serving small businesses seeking SBA-backed funding).

Axial, on the other hand, operates in the lower middle market mergers and acquisitions (M&A) and capital raising space. It targets businesses with $5 to $250 million in revenue and the professionals who serve them. Their primary users include business owners looking to sell or raise capital, M&A advisors representing them, and financial investors such as private equity firms, family offices, and strategic buyers. While Axial facilitates some debt financing, it exists within the broader context of business transactions rather than pure real estate finance.

This fundamental difference means these platforms serve different purposes for different clientele, even though there may be occasional overlap in the capital markets space.

Transaction Types and Deal Focus

Janover Pro supports virtually all commercial real estate loan types, including agency, HUD, bridge, permanent, construction, and CMBS financing. The platform also accommodates business loans beyond traditional real estate deals. Its entire focus is on debt transactions for real estate assets.

Axial's platform facilitates a broader range of transactions, including business sales (full or partial), equity investments, and debt financing. While debt is part of their equation, it typically appears in the context of broader capital raising for businesses rather than standalone real estate financing. The debt components might include senior secured loans, mezzanine capital, revolving loans, and term loans common in private equity transactions — not necessarily the property-specific financing that constitutes the core of CRE brokerage.

For CRE brokers focused primarily on securing property financing, Janover Pro's specialized approach aligns more directly with daily activities and client needs.

Network and Relationships

Janover Pro provides access to thousands of lenders, including approximately 10% of banks, 35% of the top 100 credit unions, private lenders, life companies, and debt funds. This network is curated specifically for commercial real estate financing, with lenders categorized by property type preferences, geographic focus, and loan parameters.

Axial connects users to over 2,000 financial investors and corporate acquirers, including private equity firms, family offices, boutique investors, and some asset-based lenders. Their network is designed for business transactions rather than property financing, though some overlapping capital sources exist. Their focus is on curated, relevant capital partners for business transactions rather than a comprehensive database of real estate lenders.

For CRE brokers seeking lenders for specific property types or locations, Janover Pro's targeted network offers more direct relevance to day-to-day deal flow.

Platform Features and Tools

Janover Pro offers features designed specifically for CRE debt brokers, including lender search functionality, deal shopping capabilities, and an offering memorandum builder. These tools streamline the process of identifying appropriate lenders for specific property types and locations, preparing professional deal packages, and managing the placement process.

Axial's platform centers on deal sourcing, marketing, and relationship building for business transactions. Their tools focus on identifying and prioritizing potential buyers or investors, maintaining confidentiality during the marketing process, expediting NDA execution, and managing due diligence. They also offer an advisor finder to help business owners select M&A advisors.

The distinction here is clear: Janover Pro's tools focus on real estate debt placement, while Axial's features support broader business transactions and capital raising.

Business Model and Access

Janover Pro operates as a technology platform for CRE brokers, with pricing that follows a subscription model based on features and usage. The platform is designed to enhance brokers' existing business model rather than replace it.

Axial appears to use a tiered subscription model, with basic membership providing profile tools and higher tiers offering enhanced deal marketing, data access, and possibly networking services. Based on industry comparisons, premium tiers could range from $2,000 to $8,000 on a monthly basis, though exact pricing isn't public.

Both platforms require some investment, but their value proposition differs based on the primary focus of your brokerage activities.

Practical Application for CRE Brokers

For CRE brokers whose primary business involves arranging financing for commercial properties, Janover Pro's specialized focus makes it a more directly applicable tool for daily operations. Its lender network, property-specific search capabilities, and deal management features align closely with the core activities of CRE debt brokerage.

Axial might be relevant for CRE brokers who:

• Have clients looking to sell their businesses alongside their real estate holdings
• Work with clients seeking equity investments for development projects
• Operate in a boutique firm that handles both property financing and business capital raising
• Want to expand beyond traditional CRE debt brokerage into M&A advisory

However, for brokers focused primarily on arranging debt for commercial properties, Axial's broader business transaction focus may not align as closely with immediate needs.

So, Which Is Best for You?

Janover Pro and Axial really aren't direct competitors so much as they're platforms serving adjacent — but distinct — markets. For CRE brokers whose primary focus is arranging financing for commercial properties, Janover Pro's specialized approach offers more direct relevance to daily activities. Its purpose-built tools, extensive lender network, and CRE-specific functionality provide clear benefits for traditional debt brokerage.

Axial might complement a CRE broker's toolkit if their practice extends into business transactions and capital raising beyond traditional property financing. However, it wouldn't typically replace a dedicated CRE lending platform for brokers whose core business remains property debt arrangement.