Second Nature
- Company typePrivate
- Founded2012
- HeadquartersRaleigh, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
Second Nature firmographics
Firmographics- Name
- Second Nature
- Legal name
- Second Nature Brands, Inc.
- Website
- https://secondnature.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Where Second Nature is headquartered
LocationHeadquarters
- HQ city
- Raleigh
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Second Nature business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Resident Benefits Package (RBP) Subscription: Property managers pay for the Resident Benefits Package on a per-lease or per-resident basis as a fully managed service. The RBP is bundled into every lease and generates recurring revenue from service activations. Pricing is success-based — the platform earns when the PM earns.
- Group Rate Internet: A managed internet service bundled into the lease for residents, generating recurring revenue for property managers. Evernest Property Management expanded this offering nationwide starting April 2025 in partnership with Second Nature.
- Resident Onboarding Lift Revenue Share: Revenue increase of $180-$360 per lease cited for customizable Resident Benefits Packages delivered through the AppFolio integration, with service enrollment handled in a simple signing flow.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Monthly | Success-based pricing — PMs pay only when residents receive benefits |
| Transaction based/ take rate | Pay-as-you-go | Referral Program — $250 Amazon Gift Card per qualifying referral |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Second Nature product offering
Product offeringCore offering
Second Nature provides an AI-powered Resident Experience Platform (RXP) that combines personalized Resident Onboarding with a customizable Resident Benefits Package (RBP), orchestrated through Maestro™. The platform helps property management companies streamline lease signing, move-in workflows, and resident services such as credit building, renters insurance, air filter delivery, pest control, group rate internet, identity protection, rewards, and move-in concierge. Pricing is success-based — property managers pay only when residents receive benefits, and the platform integrates natively with AppFolio and Rentvine property management systems.
Product overview
Second Nature is a Resident Experience Platform (RXP) consisting of two integrated core products: Resident Onboarding and the Resident Benefits Package (RBP), orchestrated through Maestro™. Resident Onboarding replaces static PDFs with personalized, step-by-step guided experiences through lease signing, benefit customization, and move-in tasks. The RBP is a customizable bundle of eight lease-enrolled services including Credit Building, Renters Insurance, Air Filter Delivery, On-Demand Pest Control, Group Rate Internet, Resident Rewards, Move-In Concierge, and Identity Protection. Maestro™ serves as the experience orchestrator enabling portfolio-wide personalization. The platform also offers an AppFolio-specific integration called Resident Onboarding Lift. The entire platform operates on a success-based pricing model where property managers pay when residents receive their benefits.
Differentiator
Problem solved
Functional benefit
Products and services
- Resident Experience Platform (RXP) A platform that personalizes renting for every resident by combining Resident Onboarding with the Resident Benefits Package. Helps property managers orchestrate personalized experiences that residents understand, pay for, and stay for. Targeted at property management companies managing single-family rental, multi-family, and other residential properties.
- Maestro™ The first and only experience orchestrator for property managers, enabling personalization of onboarding and resident benefits by property type, location, or resident profile. Automates reminders and communications, allowing property managers to adapt workflows across their entire portfolio or assign to specific properties.
- Resident Onboarding Replaces static PDFs and manual emails with a personalized, step-by-step guide through lease responsibilities, customizable Resident Benefits Packages, and move-in tasks. Delivered via 2-click SMS passcode with no new portals or logins required. Includes Lease Guide and Move Guide components for property management companies and their residents.
- Resident Benefits Package (RBP) A customizable suite of lease-enrolled services that helps residents build financial health and enjoy frictionless living while helping property managers retain residents, save employee time, and protect investor assets. Includes credit building, renters insurance, air filter delivery, pest control, group rate internet, resident rewards, move-in concierge, and identity protection.
- Resident Onboarding Lift An exclusive integration between AppFolio and Second Nature that personalizes the resident journey from approved to moved inside the AppFolio platform. Residents onboard via SMS with a 2-click passcode and sign leases in a guided flow, with service enrollment handled in a simple signing flow. Trusted by 900+ AppFolio customers.
- Group Rate Internet High-speed internet bundled as a lease-enrolled amenity, arranged and managed by the property management company. Currently available in 15 states with adoption rates above 95% in deployed portfolios, generating recurring revenue for property managers.
Quantifiable outcome
- 64-point average credit score boost after 12 months for residents using credit building
- +7 more outcomes
Companies that use Second Nature
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles4 records
Second Nature technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability3 records
Feature5 records
Second Nature partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- AppFolioflagshipAppFolio and Second Nature announced a strategic partnership to deliver Resident Onboarding Lift — a co-created offering enabling AppFolio's property manager customers to access Second Nature's resident services including credit building, air filter delivery, pest control, rewards, and Group Rate Internet. The exclusive integration was announced at AppFolio's FUTURE conference in San Diego, October 14, 2025.
- AppFolioflagshipAppFolio and Second Nature announced a strategic partnership enabling AppFolio's property manager customers to access Second Nature's resident services. Research cited shows 71% of renters consider resident benefits important when evaluating rentals but only 42% currently have access — representing a differentiation opportunity for PMs.
- Evernest Property ManagementcoreEvernest Property Management expanded Second Nature's Group Rate Internet offering nationwide starting in April 2025. The service is offered in 15 states, contributing to faster leasing times with high resident demand for high-speed internet as an amenity.
- RentvinecoreRentvine and Second Nature integration ensures property managers deliver personalized experiences that build trust from day one, manage lease documentation and workflows at scale, and relieve operational headaches. The integration provides guided move-in, customizable RBPs, and lease delivery via SMS.
- Crane (Professional Community)minorCrane, a selective professional community for property management company owners with 225 members spanning nearly all U.S. states and Canadian provinces, facilitates partnerships with industry vendors including Second Nature, AppFolio, and LeadSimple. Crane organizes networking activities that indirectly drive awareness and referrals for partner vendors.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Second Nature competitors and assessment
Company assessmentDirect peers
- Jetty: Jetty is a resident benefits platform offering deposit alternatives, renters insurance, and lease-enrolled services for property managers. It is the closest direct competitor to Second Nature's Resident Benefits Package, targeting the same PM customer base with a similar bundled benefits model.
- LeaseLock: LeaseLock provides deposit alternative solutions and resident benefits packages to property managers and renters. It competes head-to-head with Second Nature's RBP and credit building modules in the same lease-enrolled services category.
- Esusu: Esusu is a rent reporting and credit building platform that reports on-time rent payments to the major credit bureaus for residents of partnering property managers. It competes directly with Second Nature's Credit Building module and is increasingly packaging adjacent resident benefits.
- TheGuarantors: TheGuarantors provides renters insurance and security deposit / guarantor solutions for renters and property managers. It competes with Second Nature's Renters Insurance Program and adjacent lease-enrolled services.
- Rhino: Rhino offers deposit alternative products for renters and partners with property managers to provide lease-enrolled services. It is adjacent to Second Nature's RBP, competing in the rental financial services layer of resident benefits.
Broad incumbents
- RealPage: RealPage is a large, established provider of property management software and services across the residential and commercial real estate industry. While not specialized in resident benefits like Second Nature, it offers overlapping capabilities through its broad PM platform portfolio.
- Yardi: Yardi is a major property management software vendor serving residential and commercial operators. It is both a competitor (broad PM platform) and an integration partner of Second Nature (listed as a supported PAS for credit reporting data flow).
- Zillow: Zillow operates a major rental marketplace and Zillow Rental Manager tool, giving it broad reach into landlords and property managers. While not a direct RBP competitor, it represents an incumbent channel through which landlords evaluate and adopt resident-facing services.
Emerging players
- Pinata: Pinata is a resident engagement and rent payment platform serving property managers and renters. It overlaps with Second Nature's onboarding and resident communications capabilities, with an emerging focus on financial services for residents.
- Lessen: Lessen is a property management services platform focused on institutional single-family rental operators, offering tech-enabled operations and resident services. It overlaps with Second Nature at the SFR operator segment and on resident-facing services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Second Nature social profiles
Digital presenceSecond Nature financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Nature leadership team
Management profileNumber of profiles
Profiles4 records
Second Nature funding detail
Funding detailFunding overview
Funding rounds7 records
Investors18 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Nature M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Second Nature
What does Second Nature do?
Second Nature provides an AI-powered Resident Experience Platform (RXP) that combines personalized Resident Onboarding with a customizable Resident Benefits Package (RBP), orchestrated through Maestro™. The platform helps property management companies streamline lease signing, move-in workflows, and resident services such as credit building, renters insurance, air filter delivery, pest control, group rate internet, identity protection, rewards, and move-in concierge. Pricing is success-based — property managers pay only when residents receive benefits, and the platform integrates natively with AppFolio and Rentvine property management systems.
Is Second Nature a public or private company?
Second Nature is a private company. It is classified as venture growth investor backed and is currently operating.
When was Second Nature founded?
Second Nature was founded in 2012. It employs 251 to 500 people.
Where is Second Nature based?
Second Nature is headquartered in Raleigh, United States, in the North America region.
How does Second Nature make money?
Three revenue lines are on record. Resident Benefits Package (RBP) Subscription is the primary driver. The others are group Rate Internet and resident Onboarding Lift Revenue Share.
Who are Second Nature's main competitors?
Direct peers on record are Jetty, LeaseLock, Esusu, TheGuarantors and Rhino. Broad incumbents are RealPage, Yardi and Zillow. Emerging players are Pinata and Lessen.
Does Second Nature have an API?
No public API is recorded for Second Nature.