Dive Brief:
- New York City-based proptech company Alfred has boosted its executive team with two leadership hires that bring a combined 30-plus years of real estate and technology experience to the newly minted property manager.
- Jasmine Greene and Marisa Sires join Alfred as vice president of multifamily operations and vice president of product, respectively. Greene will focus on creating technology solutions to improve operational efficiency through automation, while Sires will lead collaboration between the product management, product design and product operations teams.
- Alfred, which operating system that allows apartment residents to order services, entered the property management space when it acquired Charlotte-based Southeastern apartment operator RKW Residential in March. Concurrently, Alfred also raised $50 million in private equity funding and can tap another $75 million for future acquisitions.
Dive Insight:
Alfred doesn't appear to be done making property management hires. The company plans to continue to add talent to its management team, of which 43% identify as women.
"We're continuing to invest in our technology and product organization, and will be focused on hiring within these orgs throughout the year," Marcela Sapone, co-founder and CEO of Alfred, said in an email.
Greene, a 15-year apartment industry veteran, formerly worked for RPM Living, Maverick Residential Co. and Alliance Residential Co. With over 15 years of experience across real estate, product management and client services, Sires held leadership roles at BuildingLink, CBRE Hana, Rally and Gigya.
Both Greene and Sires will work closely with the RKW team to deploy Alfred's technology to "elevate the rental experience," according to Sapone.
"This is a unique and new way of working, where a property management company will have direct access to a full engineer and product team," she said. "We're excited to leverage our teams to continue building out the most advanced residential management platform in the space."
Continuing to grow
Alfred, whose stated goal is to make renting more rewarding through its operating system, is building a platform that could support other acquisitions.
"This [RKW acquisition] is an important move that allows us to expand both footprint and offerings," Sapone said. "We're going to learn a lot in the coming months."
By buying RKW, Alfred sped up the integration of its operating system and also expanded the company's footprint in surging Southeastern markets.
"By owning a management company platform, Alfred can learn, innovate and elevate the rental experience for all – owners, operators and residents," Sapone said. "This will inform ongoing investments in AOS [Alfred Operating System] and other services that benefit the entire ecosystem around rentals."
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