White Label Asset Management
White Label Asset Management is an Irvine, CA-based hospitality asset management firm that provides proprietary NOI-optimizing asset management and consulting services for U.S. hotels, serving private equity firms, hotel owners, and developers across 16 states.
- Company typePrivate
- Founded2021
- HeadquartersIrvine, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What White Label Asset Management does
White Label Asset Management is an Irvine, California-based hospitality asset management firm founded in April 2021 by Jonathon Vopinek. The company provides third-party asset management and consulting services for U.S. hotels, targeting private equity firms, hotel owners, developers, and family offices. Its core offering is a proprietary asset management methodology designed to optimize hotel performance and increase net operating income (NOI) per key, with the option for clients to white-label the service under their own brands. Supporting service modules span development (feasibility, programming, branding), acquisitions (due diligence and transaction execution), appraisals, and disposition.
The company's service stack is delivered by a team of approximately eight professionals, most of whom are former Marriott International and R.D. Olson Development executives. White Label generates revenue through asset management fees on hotel portfolios, professional services consulting, and property ownership through its affiliated Lionshead Capital Partners, which acquires hotels that White Label subsequently manages. As of November 2024, the firm manages more than 40 hotels representing nearly 20 brands across 16 states, with managed property value approaching $2.7 billion.
The business is privately held with no disclosed external institutional funding. Strategic partnerships with JMREI (a longtime co-investment partner of the founder), Lionshead Capital Partners (a related holding entity), and Marriott International underpin deal flow and credibility. The company has embedded a philanthropic commitment into its operating model, donating 10% of all revenue to Savannah's Reach, a 501(c)(3) nonprofit founded by the CEO and his wife.
White Label Asset Management firmographics
Firmographics- Name
- White Label Asset Management
- Legal name
- White Label Asset Management
- Website
- https://whitelabelam.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- White Label Asset Management is an Irvine, CA-based hospitality asset management firm that provides proprietary NOI-optimizing asset management and consulting services for U.S. hotels, serving private equity firms, hotel owners, and developers across 16 states.
- Ownership category
- akta.pro rank
White Label Asset Management industry classification
Industry- Product category
- Hospitality Asset Management
- NAICS
- Management Consulting Services (54161)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)
Keywords
Where White Label Asset Management is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
White Label Asset Management business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Asset Management Fees: Core revenue from providing asset management services for hotel portfolios. Services include optimizing hotel performance, increasing NOI, and providing strategic guidance to ownership groups.
- Consulting Services: Consulting services offered to hotels and their asset management teams in a less involved manner than full asset management. Provides guidance on value and profitability improvements.
- Hotel Ownership/Stakes: Through Lionshead Capital Partners, the company acquires and owns hotels, generating revenue from property ownership and management fees
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
White Label Asset Management product offering
Product offeringCore offering
White Label Asset Management provides outsourced hotel asset management services for U.S. hotel owners, investors, and developers using a proprietary methodology designed to increase NOI per key and optimize property performance. Services can be delivered under the client's own brand through a white-label arrangement, and are complemented by supporting modules covering hotel development consulting, acquisitions advisory, feasibility analysis, appraisals, and disposition support. The firm also acquires and owns hotel properties through its related entity Lionshead Capital Partners.
Product overview
White Label Asset Management is a hospitality investment and asset management firm that operates as a unified service platform rather than a software product. The core offering is Asset Management, which provides a proprietary plug-and-play expertise approach that can be white-labeled under each client's brand. This is supported by six integrated service modules: Development (covering feasibility, programming, and branding for new projects), Acquisitions (transaction and advisory support), Feasibility (investment analysis), Appraisals (valuation services), and Disposition (exit planning). The company serves hotel owners and investors to optimize property performance and increase NOI without the costs of building an in-house department.
Differentiator
Problem solved
Functional benefit
Products and services
- Hotel Asset Management Core outsourced asset management service for U.S. hotel owners, investors, and developers. Uses a proprietary methodology designed to dramatically increase NOI per key and optimize hotel performance, with the option to deliver services under the client's brand.
- Hotel Development Consulting Consulting services for hotel development projects covering feasibility, programming, and branding for new construction and ground-up development. Targeted at developers building new hotel assets.
- Acquisitions Advisory Advisory and support services for hotel acquisitions, including due diligence and transaction execution for investors pursuing hotel deals.
- Feasibility Analysis Investment-feasibility analysis for prospective hotel investments and development projects to inform go/no-go decisions.
- Appraisals Hotel property valuation and appraisal services used by owners and investors to support investment and financing decisions.
- Disposition Services Strategic exit planning and transaction support for hotel owners seeking to dispose of assets, including disposition advisory.
Quantifiable outcome
- Hotels operating with 25% less labor hours while increasing employee wages by 25% compared to 2019
- +2 more outcomes
Companies that use White Label Asset Management
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
White Label Asset Management technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
White Label Asset Management partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Savannah's ReachcoreSavannah's Reach is a 501(c)(3) nonprofit founded by Jonathon and Tatianna Vopinek in memory of their late daughter to help medically fragile children. It serves as the giving arm of White Label, which donates 10% of every dollar of revenue to support the organization. White Label aims to become one of the largest corporate givers in Orange County.
- JMREIcoreJMREI (founded by Joseph Martelli) has been a partner in several R.D. Olson hotel investments and partnered with White Label on hotel acquisitions. JMREI founder Joseph Martelli encouraged Vopinek to start White Label and agreed to partner on new acquisitions. Together they acquired the Courtyard by Marriott Atlanta Alpharetta/Avalon Area.
- Lionshead Capital PartnerscoreLionshead Capital Partners is a property company led by industry veterans with over 40 years of experience. White Label provides asset management for hotels acquired by Lionshead. The firm acquires and owns hotels under Lionshead's umbrella, with White Label managing those properties. Lionshead co-acquired properties with JMREI including the Courtyard by Marriott Atlanta and SpringHill Suites Fort Worth TCU University.
- Marriott InternationalcoreMarriott International provides hotel management services for properties under White Label's asset management. Marriott's Managed by Marriott (MxM) division runs hotels owned by Lionshead/JMREI with White Label providing asset management. White Label also serves as consultant for Marriott portfolios owned by private equity firms and works closely with Marriott's Owner Advisory Council.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
White Label Asset Management competitors and assessment
Company assessmentDirect peers
- Highgate: Major third-party hotel operator and investor with a sizable asset management practice; directly competes for hotel ownership mandates across full-service, luxury, and resort segments in the U.S.
- Hersha Hospitality Management: Hospitality investment and management firm with asset management services across boutique and lifestyle hotels; comparable in providing owner-representative services and targeting institutional capital partners.
- PM Hotel Group: Hotel management, asset management, and investment advisory firm focused on institutional hotel owners; comparable mid-sized competitor offering owner-side advisory alongside operating services.
- HEI Hotels & Resorts: Owner-operator and asset manager of upscale/luxury hotels (Marriott, Hyatt, IHG flags); competes with White Label for the same hotel owner mandates and provides both operator and owner-representative asset management services for institutional investors.
- Hospitality Ventures Management Group (HVMG): Boutique hotel management and asset management firm partnering with institutional owners and developers; closest comparable in size, structure, and owner-side focus to White Label.
- Sage Hospitality Group: Hotel owner, operator, and asset manager with both lifestyle/luxury and select-service exposure; competes for the same hotel owner mandates and offers integrated asset management services.
- Interstate Hotels & Resorts: Large third-party hotel management company (now part of Aimbridge) with asset management and owner services; serves the same institutional hotel owner/PE clientele as White Label across branded and independent properties.
- Davidson Hotels & Resorts: Hotel operator and asset manager for institutional owners, including luxury/resort and upscale properties; directly comparable in serving the same hotel PE/owner customer base with both operations and asset management.
- Crestline Hotels & Resorts: Independent hotel management and asset management company serving branded and soft-branded portfolios; competes for institutional hotel owner mandates with comparable owner-representation services.
Broad incumbents
- Aimbridge Hospitality: Largest U.S. third-party hotel operator with broad asset management capabilities and global scale; an incumbent that competes for large institutional mandates and offers overlapping owner-representative services across virtually every brand and segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
White Label Asset Management social profiles
Digital presenceWhite Label Asset Management financial estimates
Financial estimateRevenue estimate
Valuation estimate
White Label Asset Management leadership team
Management profileNumber of profiles
Profiles6 records
White Label Asset Management subsidiaries and ownership
Company hierarchySubsidiaries2 records
White Label Asset Management funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
White Label Asset Management 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 White Label Asset Management
What does White Label Asset Management do?
White Label Asset Management provides outsourced hotel asset management services for U.S. hotel owners, investors, and developers using a proprietary methodology designed to increase NOI per key and optimize property performance. Services can be delivered under the client's own brand through a white-label arrangement, and are complemented by supporting modules covering hotel development consulting, acquisitions advisory, feasibility analysis, appraisals, and disposition support. The firm also acquires and owns hotel properties through its related entity Lionshead Capital Partners.
Is White Label Asset Management a public or private company?
White Label Asset Management is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was White Label Asset Management founded?
White Label Asset Management was founded in 2021. It employs 1 to 10 people.
Where is White Label Asset Management based?
White Label Asset Management is headquartered in Irvine, United States, in the North America region.
How does White Label Asset Management make money?
Three revenue lines are on record. Asset Management Fees are the primary driver. The others are consulting Services and hotel Ownership/Stakes.
Who are White Label Asset Management's main competitors?
Direct peers on record are Highgate, Hersha Hospitality Management, PM Hotel Group, HEI Hotels & Resorts, Hospitality Ventures Management Group (HVMG), Sage Hospitality Group, Interstate Hotels & Resorts, Davidson Hotels & Resorts and Crestline Hotels & Resorts. Aimbridge Hospitality is listed as a broad incumbent.
Does White Label Asset Management have an API?
No public API is recorded for White Label Asset Management.
What industry is White Label Asset Management in?
White Label Asset Management's product category is Hospitality Asset Management. Its primary akta.pro industry code is BPAJAMAE, Hospitality (Hotels & Resorts) Asset Management. Its NAICS code is 54161 and its SIC code is 6531.