Proper
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
Proper firmographics
Firmographics- Name
- Proper
- Legal name
- Holistic Health Holdings LLC
- Website
- https://getproper.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Proper industry classification
Industry- Product category
- Multifamily Property Management
- NAICS
- Real Estate Property Managers (53131)
- SIC
- Real Estate Agents & Managers (For Others) (6531), Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Multifamily Apartment Property Management (BPAJAFAA)
Keywords
Where Proper is headquartered
LocationHeadquarters
- HQ city
- New York
- 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
- Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Property Management Platform Fees: Proper generates revenue by consolidating property management operators under its platform, providing liquidity to acquired owners while leveraging centralized infrastructure and resources.
Go-to-market motion1 record
Distribution channels1 record
Proper product offering
Product offeringCore offering
Proper is a Chicago-based national property management platform that acquires and consolidates fragmented multifamily property management operators under a "Flexible Autonomy" model. The platform provides liquidity and enterprise-grade resources (technology, operations support, shared infrastructure) to acquired owners while preserving their brands and operational independence. Proper currently operates six acquired operating companies (Novo Properties, Alexander Properties Group, FLATS, Guardian, CommonPlace, and Drexel) collectively managing nearly 20,000 multifamily units across 15 states, with the Livly technology platform serving as the centralized infrastructure backbone.
Product overview
Proper is a Chicago-based acquisitions and property management platform that operates a portfolio of six independently-branded multifamily operating companies — Novo Properties, Alexander Properties Group (APG), FLATS, Guardian, CommonPlace, and Drexel — collectively managing nearly 20,000 units across 15 states. The company runs a 'Flexible Autonomy' model: it provides liquidity and enterprise-grade resources to acquired property management owners while preserving their brands and operational independence. The platform is underpinned by Livly, which serves as the centralized technology infrastructure connecting resident experience, team workflows, communications, and automation across all operating companies.
Differentiator
Problem solved
Functional benefit
Brands
- Core Sleep: Melatonin-free foundational sleep supplement for difficulty falling and staying asleep, featuring Venetron, GABA, Valerian Root, and Sensoril Ashwagandha.
- Sleep + Calm
- Sleep + Restore
Products and services
- Proper Property Management Platform A national property management platform that consolidates fragmented multifamily operators under a "Flexible Autonomy" model, providing liquidity and enterprise-grade resources to acquired property management owners while preserving the brands and operational independence of the acquired operating companies. The platform is powered by Livly technology and currently spans six operating companies managing nearly 20,000 multifamily units across 15 states.
Companies that use Proper
Customer profileSegments1 record
Ideal customer profiles1 record
Proper technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Proper partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- LivlycoreLivly serves as the core technology layer powering Proper's national property management platform. It provides the technology foundation that connects resident experience, team workflows, communications, and automation to support local operators.
- Alexander Properties Group (APG)coreAlexander Properties Group was acquired and added to Proper's portfolio of operating companies, contributing to the expansion to nearly 20,000 units across 15 states.
- Novo PropertiescoreNovo Properties is one of the six operating companies integrated into Proper's platform under the Flexible Autonomy model.
- FLATScoreFLATS is one of the six operating companies integrated into Proper's platform under the Flexible Autonomy model.
- GuardiancoreGuardian is one of the six operating companies integrated into Proper's platform under the Flexible Autonomy model.
- CommonPlacecoreCommonPlace is one of the six operating companies integrated into Proper's platform under the Flexible Autonomy model.
- DrexelcoreDrexel is one of the six operating companies integrated into Proper's platform under the Flexible Autonomy model.
Scale indicators3 records
Recent moves3 records
Expansion highlights3 records
Proper competitors and assessment
Company assessmentDirect peers
- RPM Living: Tech-enabled multifamily property management company that has scaled aggressively through acquisitions. Comparable to Proper in its acquisition-led expansion, technology-enabled operations, and national footprint ambition.
- RangeWater Real Estate: Multifamily property management and investment firm with a fast-growing national portfolio, also pursuing acquisition and third-party management growth. Similar in scale trajectory and target customer to Proper.
- Asset Living: One of the largest third-party multifamily property managers in the US, also pursuing a rollup strategy of regional operators. Directly comparable to Proper in target customer, service offering, and growth model.
- Cardinal Group Companies: Multifamily management, investment, and development firm with operations across the US. Comparable to Proper in management services, resident experience focus, and growth-via-acquisition playbook.
- Mission Rock Residential: National multifamily property management company built on a similar acquisition-led growth strategy. Comparable to Proper in target customer (private owners seeking exit), service model, and tech-enabled operating approach.
- BH Management Services: Large multifamily property manager with a national footprint across multiple US regions. Directly comparable to Proper as a third-party operator serving institutional and private owners of multifamily assets.
- Bozzuto: Multifamily property management and real estate services firm managing tens of thousands of units across the US. Comparable to Proper in target market, service offerings, and emphasis on resident experience.
Broad incumbents
- Cushman & Wakefield: Global commercial real estate services firm with a residential property management segment. A broader incumbent whose multifamily services overlap with Proper, though it spans investment sales, valuation, and facilities management well beyond property management.
- Greystar Real Estate Partners: The largest multifamily property manager and operator globally, managing well over 800,000 units. A broad incumbent that competes with Proper for both management contracts and acquisition targets, but at vastly greater scale and with vertically integrated investment capabilities.
Others
- Livly (core technology partner): Resident experience and operations platform for multifamily properties. Included because Livly is the core technology backbone of Proper's platform and co-founded by Proper's Executive Chairman, making it a tightly coupled ecosystem participant rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
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
Profiles1 record
Proper funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
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 is a Chicago-based national property management platform that acquires and consolidates fragmented multifamily property management operators under a "Flexible Autonomy" model. The platform provides liquidity and enterprise-grade resources (technology, operations support, shared infrastructure) to acquired owners while preserving their brands and operational independence. Proper currently operates six acquired operating companies (Novo Properties, Alexander Properties Group, FLATS, Guardian, CommonPlace, and Drexel) collectively managing nearly 20,000 multifamily units across 15 states, with the Livly technology platform serving as the centralized infrastructure backbone.
Is Proper a public or private company?
Proper is a private company. It is classified as unknown and is currently operating.
When was Proper founded?
Proper was founded in 2020. It employs 1 to 10 people.
Where is Proper based?
Proper is headquartered in New York, United States, in the North America region.
How does Proper make money?
One revenue line is on record: property Management Platform Fees.
Who are Proper's main competitors?
Direct peers on record are RPM Living, RangeWater Real Estate, Asset Living, Cardinal Group Companies, Mission Rock Residential, BH Management Services and Bozzuto. Broad incumbents are Cushman & Wakefield and Greystar Real Estate Partners. Livly (core technology partner) is listed as an others.
Does Proper have an API?
No public API is recorded for Proper.
What industry is Proper in?
Proper's product category is Multifamily Property Management. Its primary akta.pro industry code is BPAJAFAA, Multifamily Apartment Property Management. Its NAICS code is 53131 and its SIC code is 6531.