Learning a New Language, Building on a Strong Foundation 

A few weeks ago, I took over as CEO of REBA. I’m honored to follow Donald in this role, and I’ve come into this job with a lot of respect and admiration for what he and Chris have built. My goal is simple: build on all the good things that got us to this point. 

A quick word on where I’m coming from 

I’ve spent most of my career inside enterprise software platforms, in private equity and growth equity backed businesses. Most recently, I led Duetto, a revenue management platform for hotels, through a transformation from a single-product RMS into an integrated Revenue and Profit Operating System serving thousands of properties worldwide. 

Hospitality revenue management and multifamily revenue management are distant cousins. Different industries, different buyers, different regulatory worlds. But they share the same core problem: years spent drowning in disconnected systems, each team looking at its own version of the truth. Both eventually learned that the operators who won were the ones who got serious about data first and let that data power better decisions, faster across every part of the business. I’ve led that transformation before. Now I get to lead it here. 

What I’ve found 

What I’ve found at REBA confirms why I took this job. We have a great team here, with deep industry expertise and a level of passion and enthusiasm for multifamily that I haven’t seen matched elsewhere, and that translates directly into differentiated products for our customers and for the industry. 

Our value proposition starts with the foundation: a data model with a depth, breadth and value that’s unmatched in this space, built on our ability to take disparate, messy data and synthesize it, clean it, and make it actionable through our products. This is the hard, unglamorous work that most of this industry skips, and it’s what everything else we build stands on. 

It’s also why “built by multifamily for multifamily” isn’t just a line. The people here understand this industry because many of them come from it, and that shows up in the products in ways a generic platform never could. 

Where I want us to go 

I’m six weeks into this job, and I don’t think anyone expects me to have all the answers yet. But here are a few things that are already guiding how I want to lead. 

Trust. REBA earned a world-class client base representing over 2.1 million units over seven years, and it didn’t do that by being clever. It did it by being reliable, by doing what it said it would do, meeting after meeting, release after release. I intend to protect that as closely as anything else in this job. 

Listening and customer intimacy. Not the version of that phrase that shows up in a strategy deck. The real version, where you sit with an operator long enough to understand the problem they’re actually trying to solve, not just the feature they asked for. I want us to come to the industry less as the company with all the answers and more as a partner that’s genuinely listening and learning alongside our customers, even when that means we don’t do everything we hear. 

Our approach to AI. Like most software companies right now, we have AI embedded in our products, and we have an MCP server so customers can reach us through their own agents. That’s table stakes, and we’re just getting started. The next level for us is taking the time to really understand how our customers want to be more efficient, more effective, and how they want to drive NOI for their business, and using AI combined with our foundation to help them get there with measurable results over time. 

Differentiated products. The best products in this space won’t come from generic AI layered on top of someone else’s data model. They’ll come from people who actually understand multifamily, building for multifamily. 

Building on what’s already working. We have real growth and a real foundation under us. My job isn’t to start over. It’s to compound what’s already here. 

Having fun. REBA’s culture is genuinely special: people who love and care about multifamily housing, with a depth of MFH experience in this building I haven’t seen matched anywhere else I’ve worked. The best work happens on teams like that, ones that like each other, argue hard, and don’t take themselves too seriously while taking the work very seriously. 

I’m still learning the language here. I’m excited to meet more people across this industry, excited to keep spending time with this team, and I think we have a bright future ahead of us. More soon.