Proper
Proper provides AI-powered accounting and bookkeeping services to property managers, asset managers, and HOA/corporate entities across the United States, combining a 200+ accountant team with proprietary automation to deliver outsourced AP/AR, trust accounting, and month-end close at roughly 30% below in-house cost.
- Company typePrivate
- Founded2017
- HeadquartersSan Francisco, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Proper does
Proper is a San Francisco-based B2B services company founded in 2017 by Mark Rojas that delivers AI-powered property management accounting and bookkeeping services to property managers, asset managers, and corporate/holding entities. The company operates a hybrid model combining a team of 200+ specialized property accountants (drawn from Fortune 500, Big 4, and top US property firms) with proprietary AI tooling that automates accounts payable, accounts receivable, trust accounting, bank reconciliations, and month-end close. Proper's platform integrates with more than a dozen major property management software systems including AppFolio, Yardi, Buildium, Entrata, MRI, PropertyWare, RealPage, RentManager, Resman, and the QuickBooks/NetSuite accounting suites, allowing it to operate inside the customer's existing technology stack.
The business model is a per-unit (residential) or per-SQFT (commercial) recurring subscription billed monthly on a month-to-month basis with no onboarding fees, supplemented by add-on corporate bookkeeping and one-time prior period clean-up services. Proper targets property management companies and owners with 250 or more residential doors or 150,000+ commercial square feet across asset classes including residential, multifamily, HOA, commercial, student housing, co-ops, mobile home, and short-term rentals. Customer-reported outcomes include 30% average cost reduction versus in-house accounting, approximately 25 hours saved per month, $20,000 average annual savings, and 38% average door count growth.
The company is venture-backed, having raised a $4.8M seed (2020), $9M Series A (2021) led by QED Investors, and a $19M Series B (2023) led by QED Investors with Bossa Invest, FJ Labs, and Gaingels, plus a 2024 follow-on with FJ Labs. Leadership includes CEO and founder Mark Rojas, COO Qasim Ashraf, co-founder and CFO Matt Wilson, Head of Product Bruno Selva, Head of Sales Chris Randone, and Head of Finance Marcelo Villanueva. Recent strategic activity includes a 2026 expansion into Chicago property ownership through acquisitions of Millie on Michigan and The Weyland, signaling a potential vertical extension beyond pure services into direct real estate operations.
Proper firmographics
Firmographics- Name
- Proper
- Legal name
- Proper Technologies, Inc.
- Website
- https://proper.ai
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Proper provides AI-powered accounting and bookkeeping services to property managers, asset managers, and HOA/corporate entities across the United States, combining a 200+ accountant team with proprietary automation to deliver outsourced AP/AR, trust accounting, and month-end close at roughly 30% below in-house cost.
- Ownership category
- akta.pro rank
Proper industry classification
Industry- Product category
- Property Management Accounting Services
- NAICS
- Trusts, Estates, and Agency Accounts (52592), Real Estate Property Managers (53131)
- SIC
- Real Estate (6500)
- akta.pro primary industry
- Fixed Assets Accounting (Capitalization, Depreciation, Asset Register) (BPAAAGAF)
Keywords
Where Proper is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Proper business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Per-Unit / Per-SQFT Property Accounting Services: Predictable monthly billing based on number of residential units managed or commercial square footage. Pricing varies by asset class (residential, multifamily, HOA, commercial, mobile home, short-term rentals, student housing, co-ops) and processing volume/complexity. Month-to-month contracts with no onboarding fees.
- Add-On Corporate Bookkeeping Services: Add-on service for corporate-level bookkeeping including corporate expense classification, receivables, third-party invoice markup, reconciliations, financial statements, intercompany obligations, and Section 8 accounting.
- Prior Period Clean-Up Services: One-time service to handle overdue tasks from past periods such as overdue bank reconciliations and historical accounting errors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Per unit (residential) or SQFT (commercial) monthly pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Proper product offering
Product offeringCore offering
Proper provides AI-powered outsourced property management accounting and bookkeeping services to property management companies, property owners, and asset managers. A team of 200+ expert accountants delivers accounts payable, accounts receivable, trust accounting, bank reconciliations, month-end close, financial reporting, owner statements, 1099 preparation, fee management, and Section 8 accounting, supported by proprietary AI and machine learning tooling and native integrations with all major property management software platforms.
Product overview
Proper is an AI-powered property management accounting service, not traditional software. The company provides a team of expert accountants (200+) who handle all property accounting operations using proprietary automation technology. Services span accounts payable, accounts receivable, bank reconciliations, trust accounting, financial reporting, and month-end close processes. They support property management software platforms (AppFolio, Buildium, Yardi, Rent Manager, Entrata, PropertyWare, RealPage) and accounting software (QuickBooks Desktop, QuickBooks Online, NetSuite). Pricing is per unit (residential) or per SQFT (commercial), billed monthly with no onboarding fees. Founded in 2017 by Mark Rojas (CEO), headquartered in San Francisco, CA.
Differentiator
Problem solved
Functional benefit
Products and services
- Property Management Accounting Services End-to-end outsourced property management accounting and bookkeeping delivered by a team of 200+ expert accountants powered by proprietary AI tooling. Covers accounts payable, accounts receivable, trust accounting, bank reconciliations, month-end close, financial reporting, 1099 preparation, owner statements and distributions, fee management, and Section 8 accounting. Supports residential, multifamily, HOA, commercial, co-op, mobile home, short-term rental, and student housing asset classes and integrates with all major property management software platforms. Priced per unit (residential) or per SQFT (commercial), billed monthly with no onboarding fees.
- Corporate Bookkeeping Services Add-on bookkeeping for the corporate or holding entities associated with a property management business. Includes corporate expense classification, receivables, third-party invoice markup, reconciliations, financial statements, intercompany obligations, and Section 8 accounting. Typically sold as an extension of the core property management accounting engagement.
- Prior Period Clean-Up Services One-time engagement to resolve overdue accounting tasks from prior periods, such as overdue bank reconciliations, historical accounting errors, and catch-up work needed to bring books current before transitioning to ongoing monthly services.
Quantifiable outcome
- Customers save an average of 30% on property accounting costs compared to in-house solutions
- +5 more outcomes
Companies that use Proper
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Proper technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability3 records
Feature2 records
Proper partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- AppFoliocoreAppFolio is one of the primary property management software platforms that Proper supports. Proper takes over all accounting within the AppFolio platform, eliminating the need for in-house accounting. AppFolio is described as best suited for property managers with large portfolios and offers AI leasing assistant and 24/7 contact center for tenant maintenance requests.
- YardicoreYardi is a property management software platform fully supported by Proper's accounting services. Yardi is described as a simple and extremely versatile system that works for all kinds of properties including multifamily, affordable housing, self storage, shopping malls, and airports.
- BuildiumcoreBuildium is a property management software platform supported by Proper's accounting services. Buildium is built by property managers for property managers and is most suitable for small to mid-sized residential portfolios, offering unlimited account users and automatic listing syndication.
- Rent ManagercoreRent Manager is a property management software platform fully supported by Proper's accounting services. Rent Manager is highly customizable and user-friendly, tailored to customer needs for properties of all sizes.
- EntratacoreEntrata is a property management software platform supported by Proper's accounting services. Entrata is described as easy-to-use with an open API that enables seamless integration with Proper.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Proper competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Proper social profiles
Digital presenceProper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper leadership team
Management profileNumber of profiles
Profiles10 records
Proper funding detail
Funding detailFunding overview
Funding rounds4 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Proper M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Proper
What does Proper do?
Proper provides AI-powered outsourced property management accounting and bookkeeping services to property management companies, property owners, and asset managers. A team of 200+ expert accountants delivers accounts payable, accounts receivable, trust accounting, bank reconciliations, month-end close, financial reporting, owner statements, 1099 preparation, fee management, and Section 8 accounting, supported by proprietary AI and machine learning tooling and native integrations with all major property management software platforms.
Is Proper a public or private company?
Proper is a private company. It is classified as venture growth investor backed and is currently operating.
When was Proper founded?
Proper was founded in 2017. It employs 101 to 250 people.
Where is Proper based?
Proper is headquartered in San Francisco, United States, in the North America region.
How does Proper make money?
Three revenue lines are on record. Per-Unit / Per-SQFT Property Accounting Services are the primary driver. The others are add-On Corporate Bookkeeping Services and prior Period Clean-Up Services.
Does Proper have an API?
No public API is recorded for Proper.
What industry is Proper in?
Proper's product category is Property Management Accounting Services. Its primary akta.pro industry code is BPAAAGAF, Fixed Assets Accounting (Capitalization, Depreciation, Asset Register). Its NAICS code is 52592 and its SIC code is 6500.