Proper
Proper is a Copenhagen-based SaaS platform that automates rental property management — including rent collection, reconciliation, lease creation, and tenant communication — for 1,000+ landlords across Denmark, Netherlands, Germany, and the United States.
- Company typePrivate
- Founded2017
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Proper does
Proper is a cloud-based SaaS rental property management platform founded in 2017 in Copenhagen, Denmark, by co-founders Morten and Jacob. The platform serves landlords and property management firms by automating the full lifecycle of rental administration, including rent collection, bank reconciliation, lease drafting (A10 residential contracts in approximately 2 minutes), tenant communication, default notices with delivery certificates, scheduled rent adjustments, and accounting postings. The technology stack is built on AWS serverless infrastructure with a public REST API, webhooks, and Zapier support, enabling integration with accounting and business intelligence tools. Proper is a certified Visma e-conomic partner with integration verified by PwC and Deloitte, and operates a co-marketing arrangement with Danske Bank and Realkredit Danmark.
The company reports 1,000+ active landlords and 10,000+ tenancies hosted, with operations across Denmark, the Netherlands, and Germany in Europe, and a US footprint of approximately 20,000 units across 15 states following the acquisition of Alexander Properties Group with backing from TriSpan. Revenue is generated through tiered SaaS subscriptions — monthly billing for small and mid-sized landlords and annual enterprise contracts for larger property management firms — supplemented by a warrant-based equity compensation program for employees. Distribution is hybrid: product-led self-service signup with 14-day onboarding for SMBs, and a 'Book a demo' field sales motion with dedicated account management for enterprise clients. Marketing channels span SEO, paid search, LinkedIn and Meta advertising, content marketing, events, and the bank referral channel.
To date, Proper has raised approximately $8.3M across three funding rounds (2018: $630K led by PSV; 2021: $4.6M led by byFounders; 2022: €3M led by 14Peaks Capital and ALFA Ventures). The company remains private and is led by its co-founders with Executive Chairman Alex Samoylovich supporting the US expansion. Headcount is reported in the 11-50 range.
Proper firmographics
Firmographics- Name
- Proper
- Legal name
- Proper ApS
- Website
- https://helloproper.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Proper is a Copenhagen-based SaaS platform that automates rental property management — including rent collection, reconciliation, lease creation, and tenant communication — for 1,000+ landlords across Denmark, Netherlands, Germany, and the United States.
- Ownership category
- akta.pro rank
Proper industry classification
Industry- Product category
- Property Management Software
- NAICS
- Residential Property Managers (531311)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Residential Lease Administration & Tenant Services (BPAJAFAL)
- akta.pro secondary industry
- Multifamily Apartment Property Management (BPAJAFAA)
Keywords
Where Proper is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Proper business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription - Rental Management Platform: Proper generates revenue through a subscription-based SaaS model where landlords pay for access to its property management platform. The platform automates rent collection, reconciliation, lease management, tenant communication, and accounting. Pricing is not publicly disclosed and is likely tiered by portfolio size or feature set, with a 'predictable pricing' model for enterprise clients that includes all support.
- Warrant/Equity Compensation: Proper offers a warrant program allowing employees to gain ownership of the company, indicating an equity-based compensation structure that aligns employee incentives with company growth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small to mid-sized businesses tier |
| Subscription | Annual | Enterprise tier |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
Proper product offering
Product offeringCore offering
Proper provides a cloud-based SaaS platform that automates the full lifecycle of rental property administration for landlords and property managers. Core functionality includes automated rent collection and reconciliation (via dedicated tenant bank accounts), digital A10 lease creation and signature, real-time accounting dashboards with certified Visma e-conomic integration, an in-house tenant communication channel (Proper Talk), and a REST API for custom integrations.
Product overview
Proper is a SaaS rental management platform that digitizes and automates the complete lifecycle of rental property administration. The platform consists of an integrated suite of modules including Rent Collection (automated payments, Betalingsservice, reconciliation), Accounting (real-time dashboards, Visma e-conomic integration), Contracts & Documents (digital lease creation, A10 residential contracts, digital signatures), Proper Talk (tenant communication), and Tenancy Overview (portfolio dashboard). The platform offers two customer tiers: Proper for Enterprises (for large firms with dedicated teams) and Proper for Small to Mid-Sized Businesses (for solo landlords and lean teams). All core modules are unified within a single platform and accessible via a REST API and webhooks for custom integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Rent Collection
Quantifiable outcome
- Customers save more than 22% of their time by using Proper's automated processes.
- +2 more outcomes
Companies that use Proper
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Proper technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature8 records
Proper partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and supporting.
- Danske BankcoreDanske Bank customers receive additional benefits when using Proper, including same-day transfers to their Danske Bank account once a tenant has paid rent. This serves as a co-marketing and customer referral arrangement, positioning Proper as a preferred tool for Danske Bank's real estate customers.
- Realkredit DanmarksupportingRealkredit Danmark customers receive the same benefits as Danske Bank customers when using Proper, including same-day transfers to their account. Partnership extends Proper's reach to mortgage and real estate credit customers.
- Visma e-conomiccoreProper offers a free certified integration with Visma e-conomic accounting software, automatically posting rental charges, payments, VAT entries, customer records, and deposit/prepaid rent balances. The integration has been verified by PwC and Deloitte and includes 100% error handling. Proper is a certified Visma e-conomic partner.
- DeloittesupportingDeloitte has verified the Visma e-conomic integration built by Proper, confirming the accuracy and completeness of automatic posting of rental charges, payments, and VAT handling.
- PwCsupportingPwC has verified the Visma e-conomic integration built by Proper, confirming the quality and reliability of the automatic accounting connection.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
Proper competitors and assessment
Company assessmentBroad incumbents
- AppFolio: AppFolio is a leading cloud-based property management SaaS platform serving residential and commercial property managers of all sizes. It is directly comparable to Proper as it offers rent collection, accounting, tenant communication, and lease management — but at significantly greater scale and with broader geographic coverage in the US market.
- Yardi: Yardi is one of the largest enterprise property management software providers globally, serving multifamily, commercial, and specialty housing. It overlaps with Proper's enterprise offering and US multifamily push, though Yardi is a broad incumbent with a much wider product portfolio.
- Entrata: Entrata is a multifamily property management software platform serving large US property managers and operators. It is comparable to Proper's enterprise tier and US multifamily expansion, with deeper enterprise feature set and significant market share in US apartment management.
Direct peers
- Buildium: Buildium is a residential property management SaaS platform for SMB landlords and property managers. It competes head-to-head with Proper's SMB tier offering rent collection, lease tracking, accounting, and tenant screening — but is US-focused whereas Proper has a Denmark/European stronghold.
- DoorLoop: DoorLoop is a cloud-based property management software for residential and commercial landlords offering rent collection, accounting, tenant communication, and lease management. It is a direct SaaS peer to Proper's platform, particularly targeting SMB and mid-market landlords.
- RentRedi: RentRedi is a property management platform designed for individual landlords and small portfolios offering rent collection, tenant screening, lease management, and maintenance tracking. It is a direct SMB peer to Proper on functionality and target customer.
- TenantCloud: TenantCloud is a free/affordable property management platform for landlords managing residential rentals. It competes with Proper's SMB tier on rent collection, tenant screening, accounting, and maintenance coordination, and is a relevant peer on PLG motion and pricing.
Emerging players
- Property Meld: Property Meld is a maintenance coordination platform for property managers that integrates with various property management systems. It is an emerging peer addressing a specific workflow adjacent to Proper's broader platform and serves as a comparator on workflow automation for rental portfolios.
- Livly: Livly is a resident experience and property management platform serving US multifamily operators. Now integrated as Proper's US technology layer, it is a highly relevant peer in the US multifamily space with comparable tenant communication, payments, and operations functionality.
Regional players
- Hemavi: Hemavi is a Nordic property management platform for housing cooperatives and property managers in Scandinavia. It is a regional peer to Proper with overlapping tenant and building management functionality, primarily operating in Sweden/Norway rather than Denmark.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Proper social profiles
Digital presenceProper compliance and trust
Trust signalCompliance11 records
Proper financial estimates
Financial estimateRevenue estimate
Valuation estimate
Proper leadership team
Management profileNumber of profiles
Profiles3 records
Proper subsidiaries and ownership
Company hierarchySubsidiaries1 record
Proper funding detail
Funding detailFunding overview
Funding rounds3 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 a cloud-based SaaS platform that automates the full lifecycle of rental property administration for landlords and property managers. Core functionality includes automated rent collection and reconciliation (via dedicated tenant bank accounts), digital A10 lease creation and signature, real-time accounting dashboards with certified Visma e-conomic integration, an in-house tenant communication channel (Proper Talk), and a REST API for custom integrations.
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 11 to 50 people.
Where is Proper based?
Proper is headquartered in Copenhagen, Denmark, in the Europe region.
How does Proper make money?
Two revenue lines are on record. SaaS Subscription - Rental Management Platform is the primary driver. The others are warrant/Equity Compensation.
Who are Proper's main competitors?
Broad incumbents on record are AppFolio, Yardi and Entrata. Direct peers are Buildium, DoorLoop, RentRedi and TenantCloud. Emerging players are Property Meld and Livly. Hemavi is listed as a regional player.
Does Proper have an API?
Yes. Proper offers a REST API that enables developers to integrate their Proper account into custom workflows. The API supports resource-oriented URLs, JSON request/response bodies, and standard HTTP response codes. Available resources include Tenancies, Leases, Bills, Payments, Payouts, Recurring Bill Items, One-Time Bill Items, Transactions, Products, Contacts, Rent Adjustments, and Categories. Authentication is via API keys, with support for restricted keys per legal entity. The API uses cursor-based pagination through the startingAfter parameter. Webhooks are available for listening to events such as payment reconciliations, bill creations, lease terminations, and rent adjustments. Developer documentation is at docs.helloproper.com/introduction.
What industry is Proper in?
Proper's product category is Property Management Software. Its primary akta.pro industry code is BPAJAFAL, Residential Lease Administration & Tenant Services, with a secondary code of BPAJAFAA, Multifamily Apartment Property Management. Its NAICS code is 531311 and its SIC code is 6531.