IRVINE, CA—Online marketplace Auction.com has rebranded as Ten-X, the company said Monday. At the same time, Ten-X is broadening its reach, with plans to introduce new transaction platforms in March that will give sellers the option of an online auction or a more traditional non-auction process online.

The announcement, says Ten-X CEO Tim Morse, "represents something far more significant than a name change. Our move to the Ten-X brand reflects our evolution into a marketplace for a much broader range of residential and commercial property types, and our expansion into new technology solutions that empower buyers, sellers and real estate professionals alike. Our vision is to make buying and selling real estate ten times better for everyone involved."

Under the new brand, the company will feature three transaction platforms: Ten-X Commercial; Ten-X Homes, which will feature traditional, move-in ready residential properties; and Auction.com, which will continue to feature properties for residential real estate investors. Ten-X Commercial will rollout nationally, while Ten-X Homes initially will focus on four launch markets, namely Dallas, Denver, Miami and Phoenix. The company plans to launch and demonstrate its new platforms at this year's South by Southwest festivals and conferences in Austin, TX, where it will be a major interactive sponsor. The SXSW Interactive conference is scheduled for March 11-15.