What is a property?
A property is the thing a Digital FTE works on when its role is scoped to something specific: a website for a Search Visibility or Content FTE, a store for a Social Growth FTE selling one brand, an ad account for a Performance Ads FTE. Each property has its own Brand Brain, its own targets, its own connections with their own credentials, and its own setup, and a role that manages several properties holds them apart.
The term is borrowed from the analytics world, where a property is one measured site. On ftes.ai it carries the same meaning and adds isolation: what belongs to one property stays with it.
How do properties work on ftes.ai?
A Digital FTE with more than one property shows a property switcher in its workspace header. Switching changes everything below: the morning brief, the approvals, the pipeline, the targets, the memory, and the setup are all for the selected property. Connections are granted per property, so the FTE's credential for one website does not reach another.
Isolation is enforced at the data layer, not in the interface. Every read of property-scoped data carries the property, and a query scoped only by organization would leak one property's data into another's workspace, which the platform treats as a defect rather than a configuration.
Why does isolation between properties matter?
It matters for accuracy and for confidentiality. For accuracy, a role that mixed two properties' facts would write the wrong facts about both: one brand's voice in another's posts, one product's price on another's page. For confidentiality, an agency running several clients from one organization, or a group with brands that must not share information, needs a guarantee that nothing crosses, and a promise in the interface is not a guarantee.
It also matters for the audit trail. Every action is recorded against its property, so an agency can show a client the record for their property alone.
- Memory: one Brand Brain per property, corrections stay local
- Credentials: granted and revoked per property
- Targets and pipeline: per property, reviewed per property
- Audit trail: filterable by property
How are properties added and removed?
A property is added from the workspace with its own first-run wizard, which pre-fills what the platform knows about the organization and asks for what is new to that property: its site or account, its voice if it differs, its approved sources. The manager reviews the new property's Brand Brain before its first proposal, as for any new role.
A property is removed by disconnecting its connections, which revokes them, and archiving it; its audit trail and confirmed memory can be retained. Adding or removing a property is a logged, permissioned action.
What is a property often confused with?
It is confused with the organization, which is the outer boundary that all properties sit inside and that no query crosses. It is confused with a role, but one role may have many properties and one property may be worked on by several roles. And it is confused with a project; a property is a standing scope, not a bounded piece of work.
It is sometimes assumed that properties share memory for convenience. They do not, by design, and a fact that applies to every property is added to each, which is deliberate friction.
Where do you see properties in the workspace?
In the workspace header's property switcher for any role that has more than one, in each property's own tabs once selected, in Setup where connections are listed per property, and in the audit trail filtered by property.
Related terms: Brand Brain, tenant isolation, connection, organization, workspace.
In the first month with more than one property, review each property's Brand Brain separately even where the properties belong to the same company, because the voice, the product facts, and the approved sources usually differ more than the team expects, and a fact confirmed for one property is not confirmed for the other. The friction of confirming twice is the price of never having one property's facts appear on another's pages, and it is paid once.