What Peay United does

Peay United is a small Richmond, Virginia-based consulting and property management firm founded in 2017 by CEO Madelyn Peay and her husband. The for-profit entity (Peay United, Inc.) generates revenue primarily through professional services engagements with public housing authorities and paid consultations for individuals pursuing "Apartment Hacking," a wealth-building strategy the company describes as owning a multifamily property, residing in one unit, and leasing the others to offset housing costs. The company also operates a separate 501c3 nonprofit, Peay United Foundation, focused on financial literacy education in schools and an earnest money deposit gifting program for aspiring house hackers.

The firm's core products include Housing Authority Consulting (with at least one confirmed engagement with Hopewell Redevelopment and Housing Authority), Apartment Hacking Initial Consultation and Investment Plan service packages for individuals, and property management services for affordable housing. Technology is not disclosed; the company operates a Squarespace-hosted website and uses Innago property management software via partnership. Distribution is direct sales-led, and the company currently operates a waitlist for new clients indicating service capacity constraints.

Content and thought leadership assets are central to the go-to-market: a weekly PHIA Podcast for housing authority professionals, the PHIA Meetup monthly newsletter, and the Wealth Building Table quarterly newsletter. The company also maintains an advisory board with credentials in Section 8 programming, affordable housing redevelopment, and marketing. With 1-10 employees, a single named enterprise client, no disclosed revenue, and no external funding, Peay United operates as a bootstrapped micro-business.

Name

Peay United

Legal name

Peay United, Inc.

Website

https://peayunited.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Peay United is a Richmond, Virginia-based consulting and property management firm serving public housing authorities and individuals pursuing "Apartment Hacking" — a multifamily real estate wealth-building strategy — while operating an affiliated 501c3 financial literacy nonprofit.

Ownership category

akta.pro rank

Product category

Affordable Housing Consulting and Property Management

NAICS

Administration of Housing Programs (92511), Residential Property Managers (531311), Other Community Housing Services (624229)

SIC

Services-Management Consulting Services (8742), Real Estate (6500), Services-Social Services (8300)

akta.pro primary industry

Housing & Neighborhood Services (Local Housing Programs) (BPAIACAJ)

akta.pro secondary industries

Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC), Housing Assistance & Homeless Services (BPAGAEAB), Affordable Housing & First-Time Buyer Brokerage (BPAJAAAD)

Keywords

• Affordable housing consulting
• Apartment hacking consulting
• Public housing authority services
• Multifamily real estate education
• Property management services

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Housing Authority Consulting: Consulting services to housing authorities overseeing operations of public housing programs including Housing Choice Voucher, Project-Based Voucher, and RAD programs.
2. Apartment Hacking Consulting: Initial consultation and investment plan development services for individuals seeking financial freedom through apartment hacking strategies.
3. Service Packages: Apartment Hacking Initial Consultation and Investment Plan services for individuals looking to reduce housing costs and build wealth through multifamily real estate.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Peay United is a Richmond, Virginia-based consulting and property management firm that provides HUD-compliant affordable housing operations consulting to public housing authorities and 'Apartment Hacking' wealth-building consulting to individuals. The company's core deliverable is its proprietary Apartment Hacker Living strategy, which combines multifamily real estate ownership education with property management services to help clients generate rental income, reduce personal housing costs, and build generational wealth. Complementary offerings include the PHIA Podcast, PHIA Newsletter, and Wealth Building Table newsletter for ongoing community and thought-leadership engagement.

Product overview

Peay United is an affordable housing property management and consulting company offering a portfolio of services centered on its proprietary 'Apartment Hacking' wealth-building methodology. The core product, Apartment Hacker Living, enables individuals to own multifamily properties and lease units to generate income. The company complements this with paid consulting services (Initial Consultation and Investment Plans), a weekly PHIA Podcast for housing professionals, monthly and quarterly newsletters (PHIA Meetup Newsletter and Wealth Building Table), and property management for affordable housing. The company also operates the Peay United Foundation, a 501c3 nonprofit focused on financial literacy education.

Differentiator

Problem solved

Functional benefit

Brands

• PHIA (Public Housing Information Authority): A podcast network hosted by Madelyn Peay, providing weekly insights and actionable tips for Housing Authority professionals. Features weekly interviews with industry experts from across the U.S.
• The Wealth Building Table
• Apartment Hacker Living
• PHIA Newsletter

Products and services

• Apartment Hacker Living (Apartment Hacking Methodology) A wealth-building strategy and educational offering involving owning and living in a multifamily property while leasing out the remaining units to generate rental income and reduce personal housing expenses. Targeted at individuals seeking financial freedom through real estate.
• Apartment Hacking Initial Consultation An entry-level consultation service for individuals seeking to reduce housing costs, provide affordable housing, and begin their journey to financial freedom through Apartment Hacking. Delivered by Peay United under its waitlist-gated service model.
• Apartment Hacking Investment Plan A comprehensive investment strategy plan developed for individuals ready to pursue Apartment Hacking and financial freedom, following an initial investment strategy consultation. Targets individual investors seeking structured multifamily real estate acquisition planning.
• Housing Authority Consulting Services Consulting services to public housing authorities overseeing operations of public housing programs including Housing Choice Voucher (Section 8), Project-Based Voucher, RAD, and Capital Fund programs. Targeted at municipal and regional housing authorities.
• Property Management Services Property management services for quality affordable housing, including overseeing operations for housing authorities and managing apartment rentals. Targeted at affordable housing owners and operators.

Quantifiable outcome

• Reduced personal housing expenses from $30,600/year to $3,700/year through apartment hacking
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered minor and core.

• Nassau InvestmentsminorOthersService provider partner listed as part of Peay United's network of trusted service providers.
• CAVA Property ManagementminorOthersProperty management service provider in Peay United's partner network.
• Florance Gordon Brown Attorney at LawminorImplementation/ SI/ Consulting PartnerLegal services partner providing attorney services for housing and real estate matters.
• Tingler InsuranceminorOthersInsurance services partner for property and business coverage.
• JoynerFine Realty - Newton CarrollminorOthersReal estate services partner for property transactions.
• J Ray CPAminorOthersAccounting and tax services partner.
• Mark Kholer, CPAminorOthersAccounting and tax preparation services partner.
• Aldrich Renovations ContractorsminorOthersConstruction and renovation contractor partner for property improvements.
• Paul Davis RenovationminorOthersProperty renovation and restoration services partner.
• Pest Master'sminorOthersPest control services partner for property maintenance.
• Maybury Lawn and LandscapingminorOthersLandscaping and grounds maintenance services partner.
• McKnight and Associates P.C.minorImplementation/ SI/ Consulting PartnerProfessional consulting services partner.
• Mark A Fleckenstein and AssociatesminorOthersProfessional services partner.
• Madison Enterprises Inc.minorOthersService provider partner.
• Dena Sussman PhotographyminorOthersPhotography and visual content services partner.
• AB Marketing ConsultantsminorGTM or Marketing PartnerMarketing consulting services partner.
• Home Pro's 1minorOthersHome services contractor partner.
• 19W - Awanata BridgeforthcoreStrategic or Co-development PartnerAdvisory board member providing marketing and project management expertise. Awanata Bridgeforth serves as advisor with expertise in Marketing and Project Management.
• Turning Point Consulting - Janet TruesdalecoreStrategic or Co-development PartnerAdvisory board member providing consulting services as part of Peay United's trusted partner network.

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• CliftonLarsonAllen (CLA): Large national accounting and consulting firm with a dedicated housing and PHA practice serving public housing authorities. Comparable subject matter but with vastly greater scale, broader services, and a different delivery model (multi-service firm vs. specialized boutique).
• Local Initiatives Support Corporation (LISC): National CDFI supporting affordable housing and community development through lending, grants, and advisory. Comparable mission and customer overlap (housing authorities, affordable housing developers) but with a national footprint and balance sheet far larger than Peay United.
• Enterprise Community Partners: National nonprofit developer and investor in affordable housing operating across the U.S. Comparable on the affordable housing mission and community development focus, but with materially greater scale, capital, and policy influence than Peay United.

Regional players

• Better Housing Coalition: Richmond, Virginia-based affordable housing developer and operator. Directly comparable to Peay United on geography and mission (Central Virginia affordable housing), and one of its advisors (Lee Alford) oversees its multi-family real estate pipeline.

Direct peers

• Quadel Consulting & Training: National consulting firm focused on public housing authority operations, HCV program administration, and HUD compliance. Comparable in customer base, service offerings, and regulatory expertise to Peay United's PHA consulting practice.
• BiggerPockets: Largest U.S. media and education platform for individual real estate investors, including house hacking content. Directly comparable to Peay United's individual apartment hacking consulting, podcast, and educational content offerings for aspiring investors.
• The Nelrod Company: Consulting firm specializing in housing authority management, HUD compliance, and affordable housing program support. Closely comparable to Peay United on the PHA consulting side, with overlapping service lines and customer profile.
• Nan McKay & Associates: Long-standing consulting and training firm specializing in HUD public housing programs (HCV, PBV, public housing). Directly comparable to Peay United's PHA consulting line: same customer (housing authorities), same subject matter (HUD program operations), and same delivery model (professional services).

Others

• Habitat for Humanity: National nonprofit affordable housing provider. Compares on mission (affordable housing for low-income families) rather than service model; CEO Madelyn Peay also serves as CEO of the Richmond Metropolitan Habitat for Humanity affiliate, indicating direct ecosystem crossover.
• National Association of Housing and Redevelopment Officials (NAHRO): Industry membership association for housing authorities and professionals. Comparable audience to Peay United's PHIA Podcast and newsletter network; Peay United is a 2022 NAHRO National Sponsor, indicating an ecosystem rather than direct competitive relationship.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/peayunited
• Facebookfacebook.com/peayunited
• LinkedInlinkedin.com/company/peay-united-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Peay United