What Source does

Source (legal entity: Krowdsourced, Inc.) is a Portland, Oregon-based B2B procurement platform for FF&E (Furniture, Fixtures, and Equipment), OS&E (Operations Supplies and Equipment), and OFCI (Owner-Furnished, Contractor-Installed) sourcing in hospitality and commercial real estate. Founded in 2019, the company combines an AI-native technology platform with expert human purchasing teams to deliver vendor-direct pricing, transparent procurement documentation, and brand compliance for hotel renovations, new builds, and commercial projects. The platform includes a digital catalog of over 250,000 commercial-grade products with dynamic filtering by brand, sustainability criteria, and color; a Rep Connect database covering all 50 US states; smart range budgeting tools; project collaboration workspaces; and a Source Capture tool that imports product data from any website. Material Bank integration enables overnight sample shipping.

Source generates revenue primarily through professional services for procurement engagements, operating on custom enterprise pricing with no public rate card and emphasizing vendor-direct pricing without markup layers. Services span full FF&E, OS&E, and OFCI procurement, plus a dedicated Select Service Practice for high-volume portfolios. A complementary freemium design tools platform (free catalog, rep database, budgeting tools) drives adoption among commercial designers and converts into paid procurement work. The go-to-market combines direct enterprise sales to hospitality ownership groups, management companies, developers, and design firms via RFP-driven engagements and industry events, with a product-led growth motion through the free design tools.

The company reports $6.5B in cumulative FF&E/OS&E procurement volume across 1,225+ completed projects with 97% on-time delivery and 96% budget performance rates. Notable customers include Marriott, Hilton, Hyatt, IHG, Wyndham, Sonesta, Montage, Ritz-Carlton, Four Seasons, Best Western, Choice Hotels, Loews, W Hotels, Waldorf Astoria, and Hilton Grand Vacations. The company has raised approximately $12.2M in venture funding across three rounds (2019 seed, 2020, and a $8.5M Series A in August 2023 led by M13), has completed two acquisitions (Wildwood house-Procurement Division in 2022 and Berman Purchasing in 2024), and operates from 51-100 employees with projects delivered across four continents.

Name

Source

Legal name

Krowdsourced, Inc.

Website

https://tothesource.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Source is a Portland-based AI-native procurement platform for FF&E, OS&E, and OFCI sourcing, serving hospitality ownership groups, management companies, developers, and design firms. It combines expert purchasing teams with proprietary technology to deliver vendor-direct pricing across 1,225+ completed projects.

Ownership category

akta.pro rank

Product category

Hospitality Procurement Services

akta.pro primary industry

Procurement & Strategic Sourcing (BPAHAHAB)

akta.pro secondary industry

Procurement Platforms, Catalogs & Contract Purchasing (Co-ops, GPOs, eProcurement) (EDAEAIAO)

Keywords

• Hospitality procurement services
• FF&E procurement platform
• Commercial design sourcing
• OS&E procurement services
• OFCI procurement services

Headquarters

HQ city

Clackamas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. FF&E Procurement Services: Expert purchasing teams manage furniture, fixtures, and equipment procurement for commercial construction and renovation projects. Services include sourcing, vendor selection, quote leveling, purchasing, expediting, logistics coordination, and installation support. Vendor-direct pricing passes through to clients without markup layers.
2. OS&E Procurement Services: Procurement of operating supplies and equipment including amenities, linens, appliances, food service equipment, and spa/fitness equipment for hospitality and commercial projects.
3. OFCI Procurement Services: Owner-furnished, contractor-installed element sourcing aligning project design, timeline, and performance standards for architectural lighting, flooring, wallcovering, and other specified items.
4. Design Resource Platform: Free digital design tools (catalog, rep database, budgeting tools) for commercial design professionals to drive adoption and late-stage procurement conversion to paid services.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Source provides FF&E, OS&E, and OFCI procurement services for hospitality and commercial construction projects, combining an AI-native technology platform with expert purchasing teams. The company manages sourcing, vendor selection, quote leveling, purchasing, expediting, logistics coordination, and installation support with vendor-direct pricing and no markup layers. A free digital tools platform (catalog of 250,000+ products, Rep Connect database, budgeting, collaboration) drives adoption among commercial design professionals and converts to paid procurement engagements.

Product overview

Source is a B2B procurement platform for commercial FF&E, OS&E, and OFCI sourcing in hospitality and commercial real estate. The platform combines an AI-native technology stack with expert purchasing teams to deliver vendor-direct pricing, transparent procurement, and brand compliance. Core products include the Digital Catalog and Sampling (250,000+ commercial products), Rep Connect Database, Budgeting and Program Tools, and Project Collaboration features. Services span full FF&E procurement (furnishings, fixtures, equipment), OS&E (operational supplies), and OFCI (contractor-installed elements), with a dedicated Select Service Practice for select service hospitality portfolios managing multiple brand flags.

Differentiator

Problem solved

Functional benefit

Products and services

• FF&E Procurement Services End-to-end procurement of furniture, fixtures, and equipment for hospitality and commercial construction projects. Coverage includes accent furniture, art, case goods, decorative lighting, seating, tables, beds, headboards, outdoor furniture, and decorative accessories. Expert purchasing teams handle sourcing, vendor selection, quote leveling, purchasing, expediting, logistics coordination, and installation support with vendor-direct pricing.
• OS&E Procurement Services Procurement of operating supplies and equipment for hospitality and commercial properties, covering amenities, banquet equipment, china/glass/silver, food and beverage equipment, linens, mattresses, spa and fitness equipment, and small electronics.
• OFCI Procurement Services Sourcing of owner-furnished, contractor-installed elements including appliances, architectural lighting, flooring (carpet, hardwood, LVT), tile, vanities, wallcovering, and signage. Aligns design, timeline, and performance standards with construction execution.
• Select Service Procurement Practice Dedicated procurement practice for select service and extended stay hospitality portfolios. Delivers rapid prototype budget turnaround, brand-compliance expertise, and portfolio-level pricing across Marriott, Hilton, IHG, Hyatt, and other major flags.
• Source Procurement Platform AI-native procurement platform that combines expert purchasing teams with proprietary technology for FF&E, OS&E, and OFCI sourcing. Includes a digital catalog of 250,000+ commercial-grade products, Rep Connect database, smart range budgeting, project collaboration, AI-powered spec ingestion, and AI-assisted vendor bill review. Powers vendor-direct pricing, budget management, and project execution across hospitality, multifamily, and commercial projects.
• Source Free Design Tools Free digital tools platform for commercial design professionals including the Digital Catalog and Sampling (250,000+ products with filters by brand, attribute, sustainability, color, plus Material Bank sample ordering), Rep Connect Database (local sales reps searchable across all 50 US states), Budgeting and Program Tools (smart range guidance with CSV/PDF export), and Project Collaboration (shared workspaces with notes, tagging, and layout view). Drives product-led adoption and late-stage procurement conversion.

Quantifiable outcome

• 97% on-time delivery rate across all projects
• +3 more outcomes

Named customers18 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability6 records

Feature6 records

Partnerships

15 partnerships are on record, tiered core, minor and flagship.

• A Sense of HomecoreStrategic or Co-development PartnerSource partnered with A Sense of Home (ASOH), a nonprofit that creates homes for youth aging out of foster care. Source contributed procurement expertise and vendor relationships to furnish a first home for a young woman named Melinda, demonstrating the company's commitment to community impact beyond commercial projects.
• TCA ArchitectscoreStrategic or Co-development PartnerTCA Architects collaborated with Source and A Sense of Home on the home furnishing project for Melinda, providing architectural design services and design direction for the space.
• ARTERIORS HomeminorOthersVendor partner that donated furnishings for the A Sense of Home project, contributing to the home created for Melinda aging out of foster care.
• Better Designed LightingminorOthersLighting vendor that donated products for the A Sense of Home project.
• BrintonsminorOthersCarpet and textile vendor that donated products for the A Sense of Home project.
• RH (Restoration Hardware)minorOthersFurniture brand that donated furnishings for the A Sense of Home project.
• Serta Simmons BeddingminorOthersMattress manufacturer that donated bedding products for the A Sense of Home project.
• Williams-SonomaminorOthersRetail brand that donated home furnishings for the A Sense of Home project.
• Material BankcoreTechnology or IntegrationMaterial Bank partnership enables overnight sample shipping for products in Source's digital catalog. This integration enhances the design tools platform by providing rapid access to physical samples for design verification.
• International Society of Hospitality Purchasers (ISHP)flagshipStrategic or Co-development PartnerNicole Oren, Source's Chief Revenue & Procurement Officer, serves as President of ISHP, a leading industry organization for hospitality procurement professionals. ISHP drives collaboration, elevates procurement standards, and leads the No Room for Trafficking initiative to combat human exploitation in hospitality. Source's leadership role positions the company at the forefront of ethical procurement standards.
• JLL SparkcoreStrategic or Co-development PartnerJLL Spark, the venture arm of commercial real estate services firm JLL, co-hosted the 'Harnessing AI in the Built World' webinar with Source. JLL Spark's portfolio companies including qbiq, OpenSpace, and Re-Leased participated in the discussion on AI applications in design, delivery, and operations.
• qbiqminorStrategic or Co-development PartnerAI company in JLL Spark's portfolio that participated in Source's 'Harnessing AI in the Built World' webinar, discussing AI applications in construction and design workflows.
• OpenSpaceminorStrategic or Co-development PartnerJobsite capture and progress monitoring platform in JLL Spark's portfolio that participated in Source's webinar on AI in the built world, sharing insights on jobsite visibility and progress capture technology.
• Re-LeasedminorStrategic or Co-development PartnerReal estate management platform in JLL Spark's portfolio that participated in Source's webinar, discussing AI applications in property and portfolio management for commercial real estate.
• Pillsbury LawcoreImplementation/ SI/ Consulting PartnerInternational trade law firm Pillsbury served as expert advisors on Source's 'Behind the Tariffs' and 'Tariffs in Transition' webinars. Attorneys Julian Beach and Sahar Hafeez provided legal perspectives on tariff rates, enforcement, compliance, and refund pathways affecting hospitality procurement.

Scale indicators10 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Procore Technologies: Construction management software platform serving general contractors and project owners. Adjacent technology stack serving some of the same construction project ecosystem, though focused on general construction workflow rather than FF&E procurement.
• Henricksen: Commercial furniture dealer and interiors solutions provider serving corporate, healthcare, and hospitality markets. Broader scope than Source but overlaps on FF&E procurement and contract furniture sourcing for commercial clients.
• JLL Hotels & Hospitality Group: Global commercial real estate services firm with a major hospitality practice offering advisory, brokerage, asset management, and procurement support. Larger and broader than Source, with overlapping enterprise hospitality customers.
• Cushman & Wakefield: Global commercial real estate services firm with a hospitality platform serving hotel investors, owners, and operators. Provides advisory, valuation, and procurement-adjacent services to overlapping enterprise hospitality customers.
• OfficeScapes: Workplace solutions provider offering furniture, FF&E procurement, space planning, and installation for commercial clients. Similar integrated procurement-services model to Source but focused on workplace segment.
• Tangram Interiors: Workplace furniture dealer and interiors provider with FF&E procurement services across multiple commercial segments. Comparable business model (dealer-led procurement services) but focused on workplace rather than hospitality.

Direct peers

• Avendra: Hospitality-focused procurement services company offering sourcing, contracting, and supply chain management for hotels, restaurants, and casinos. Most direct competitor in hospitality procurement services with similar scale and customer overlap.
• Benjamin West: Hospitality FF&E procurement services firm specializing in furniture, fixtures, and equipment sourcing for hotels and resorts. Operates a very similar service-plus-technology model to Source, serving overlapping enterprise hotel customers and brand standards.
• American Hotel Register Company: Hospitality supply company providing FF&E products, OS&E, and procurement services to hotels across all segments. Shares Source's customer base of hotel ownership groups and brand flags, with a more product-centric but adjacent service offering.

Others

• Material Bank: Sample logistics platform for design materials with overnight shipping. Source partners with Material Bank for sample fulfillment within its digital catalog. Serves overlapping designer/architect customers but enables rather than competes with Source's procurement services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tothesource_com
• LinkedInlinkedin.com/company/tothesource

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Source