Urban Assets

What Urban Assets does

Urban Assets is a Madison, Wisconsin-based professional services firm that provides planning, development consulting, and project management services to real estate developers, non-profit organizations, neighborhood groups, and municipal governments operating exclusively within the State of Wisconsin. Founded in 2010, the firm is led by a two-person principal team—Melissa Huggins, AICP (Principal) and Quinn Heneghan (Fundraising and Operations)—and operates as a State of Wisconsin-certified Women-owned Business Enterprise (WBE) and Disadvantaged Business Enterprise (DBE).

The firm's service portfolio comprises seven interlocking core offerings: Real Estate Development Consulting, Non-Profit Facility Planning & Development, Community Engagement & Facilitation, Municipal Approvals, Project Management, Fundraising, and Predevelopment Services. These are organized around a four-stage practice of community engagement, fundraising, project management, and approvals. Urban Assets' documented project portfolio spans a $30M, 40,000 SF Wisconsin Youth Symphony Orchestra rehearsal facility, a 460+-unit Westgate Mall mixed-use redevelopment, a 179,640 SF SSM Health ambulatory clinic, a 150-unit affordable housing mixed-use project (Fourteen02 on Park), and Wisconsin's first social model hospice residence (Solace Home). Underlying "technology" is human advisory work; there is no software product, platform, or AI system involved—value is delivered through expert facilitation of city entitlements, stakeholder consensus-building, and capital campaign execution.

Revenue is generated through custom-quoted professional services engagements scoped to each project's complexity. Pricing is not publicly disclosed, and the firm maintains a single headquarters in Madison, WI. Go-to-market is relationship-led and community-embedded: projects are sourced via direct outreach to developers, non-profits, and municipalities, supported by a website portfolio, earned local media coverage, and the referral network that develops organically from completed community engagement work. No outside funding, parent company, or M&A activity is associated with the firm; it operates as an independent, privately held consulting practice.

Name

Urban Assets

Legal name

Urban Assets

Website

https://urbanassetsconsulting.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Urban Assets is a Madison, Wisconsin-based planning and development consulting firm serving developers, non-profits, neighborhoods, and municipalities across Wisconsin with community engagement, project management, municipal approvals, and fundraising services.

Ownership category

akta.pro rank

Product category

Urban Planning and Development Consulting

NAICS

Architectural Services (54131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Real Estate Development & Feasibility Advisory (Highest-and-Best-Use, Entitlements Support) (BPAJANAC)

Keywords

• Urban planning consulting
• Real estate development advisory
• Non-profit facility planning
• Community engagement services
• Municipal approval consulting

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Consulting and Project Management Services: Professional services fees for strategic guidance, project management, community engagement facilitation, and municipal approval navigation. Revenue generated through consulting engagements with developers, non-profits, and municipal clients.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Urban Assets is a Madison, Wisconsin-based consulting firm that provides strategic project management, planning, and development advisory services for community-oriented real estate and non-profit facility projects. The firm guides developers, non-profits, neighborhoods, and municipalities from project vision through completion, including land use analysis, zoning, neighborhood engagement, municipal approvals, fundraising, and overall project management.

Product overview

Urban Assets is a consulting firm offering a unified set of professional services centered on planning and project management for community-oriented development projects. Their core service portfolio includes Real Estate Development Consulting, Non-Profit Facility Planning & Development, Community Engagement & Facilitation, Municipal Approvals, Project Management, Fundraising, and Predevelopment Services. The company serves developers, non-profits, neighborhoods, and cities throughout Wisconsin, focusing on projects that address community needs, promote equity, and support sustainable growth. Services are delivered through a collaborative four-stage practice: Community Engagement, Fundraising, Project Management, and Approvals.

Differentiator

Problem solved

Functional benefit

Products and services

• Real Estate Development Consulting Strategic guidance on real estate development from vision to completion, including land use and political analysis, planning and zoning, neighborhood engagement, and municipal approvals. For developers and project owners in Wisconsin.
• Non-Profit Facility Planning & Development Guidance and facilitation for the planning and development of new non-profit facilities, leveraging understanding of the design process, staff expertise, board commitment, stakeholder awareness, and fundraising tools. For Wisconsin non-profit organizations.
• Community Engagement & Facilitation Achieving equitable outcomes for projects through innovative and inclusive engagement processes including Alder communication, stakeholder outreach, committee meetings, and neighborhood meetings. For developers, non-profits, and municipalities in Wisconsin.
• Municipal Approvals Navigation of the City of Madison's unique entitlement and permitting processes including Urban Design Commission, Plan Commission, and Common Council approvals. For Wisconsin real estate developers.
• Project Management End-to-end project management including development team assembly, design process oversight, and city staff communication. For developers, non-profits, and municipalities in Wisconsin.
• Fundraising Strategy & Capital Campaign Support Design and implementation of successful fundraising strategies including feasibility studies, fundraising infrastructure, fund development, and capital campaigns. Primarily for Wisconsin non-profit organizations.
• Predevelopment Services Determining the details, resources, and strategy necessary to successfully implement projects, including predevelopment strategy, site exploration, and needs assessment. For developers and non-profits in Wisconsin.

Quantifiable outcome

• Multiple projects successfully navigated through community engagement and municipal approval processes
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered core and supporting.

• Strang ArchitectscoreImplementation/ SI/ Consulting PartnerArchitecture and design firm serving as lead architect on WYSO facility project. Collaborated with Urban Assets on the $30M, 40,000 SF rehearsal facility development.
• FindorffcoreImplementation/ SI/ Consulting PartnerConstruction firm engaged as general contractor for WYSO rehearsal facility project. Worked with Urban Assets as development consultant and project manager.
• JDSsupportingImplementation/ SI/ Consulting PartnerCivil engineering firm providing civil engineering services for WYSO facility project.
• Huffman Facility DevelopmentsupportingImplementation/ SI/ Consulting PartnerConstruction management firm serving on WYSO project development team.
• HGAcoreImplementation/ SI/ Consulting PartnerArchitecture firm serving as lead architect for SSM Health Fish Hatchery Campus redevelopment (179,640 SF ambulatory clinic).
• Ayres AssociatessupportingImplementation/ SI/ Consulting PartnerCivil engineering firm providing civil engineering services for SSM Health Fish Hatchery Campus redevelopment.
• Saiki DesignsupportingImplementation/ SI/ Consulting PartnerLandscape architecture firm providing landscape design services for SSM Health project. Also serves on WYSO project team.
• Jim GlueckcoreImplementation/ SI/ Consulting PartnerArchitect providing design services for Solace Home hospice residence project in Madison.
• Rule EnterprisescoreStrategic or Co-development PartnerLead developer on Fourteen02 on Park mixed-use development project (150 affordable housing units, 24,000 sq ft grocery store).
• Movin' Out, Inc.coreStrategic or Co-development PartnerCo-developer on Fourteen02 on Park project, with focus on affordable housing units designated for individuals with permanent disabilities.
• Arc-Int ArchitecturecoreImplementation/ SI/ Consulting PartnerArchitecture firm providing design services for Fourteen02 on Park mixed-use development.
• Wyser EngineeringsupportingImplementation/ SI/ Consulting PartnerCivil engineering firm providing engineering services for Fourteen02 on Park project.
• JT Klein, Inc.coreStrategic or Co-development PartnerDeveloper engaged Urban Assets for predevelopment, community engagement, and City approvals for Westgate Mall redevelopment into 460+ unit mixed-use development.
• Knothe & Bruce ArchitectscoreImplementation/ SI/ Consulting PartnerArchitecture and design firm serving on Westgate Mall redevelopment project.
• Donofrio Kottke & AssociatessupportingImplementation/ SI/ Consulting PartnerCivil engineering firm providing civil engineering services for Westgate Mall redevelopment.
• Olson Toon LandscapingsupportingImplementation/ SI/ Consulting PartnerLandscape architecture firm providing landscaping design for Westgate Mall redevelopment.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• LandDesign: Multi-disciplinary design firm providing planning, landscape architecture, civil engineering, and urban design services with broader geographic reach and larger scale than Urban Assets.
• Streetsense: Real estate and consulting firm offering advisory services across real estate development, retail, hospitality, and mixed-use projects—comparable in serving developers but at larger scale and broader geographic footprint.
• WRT: Philadelphia-based urban planning and design firm offering similar services at larger scale with national reach across planning, urban design, and landscape architecture.
• RDG Planning & Design: Multi-disciplinary planning and design firm offering architecture, planning, and landscape architecture services with broader geographic reach across the Midwest and comparable community-oriented project work.
• Sasaki Associates: Watertown, MA-based planning and design firm providing strategic planning, urban design, and landscape architecture services with national and international reach.
• Torti Gallas + Partners: Urban planning and architecture firm with mixed-use, affordable housing, and community development expertise at a larger scale than Urban Assets.

Direct peers

• Houseal Lavigne Associates: Chicago-based urban planning and design consulting firm offering comprehensive planning, zoning, and development consulting services for municipalities, developers, and property owners—comparable in service offerings and client types.
• Vandewalle & Associates: Madison, WI-based economic development and real estate consulting firm providing planning, market analysis, and development advisory services for developers, municipalities, and non-profits—directly comparable geographic and service overlap with Urban Assets.
• Interface Studio: Philadelphia-based urban planning, landscape architecture, and urban design consulting firm with comparable project management, community engagement, and entitlements navigation capabilities for developers and municipalities.
• Camiros Ltd: Chicago-based planning and zoning consulting firm providing professional planning services to municipalities, developers, and property owners—directly comparable in service offerings to Urban Assets' municipal approvals and development consulting work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/urban-assets

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Urban Assets