What Reins does

Reins (legal entity Dentless Technologies, Inc., headquartered in Las Vegas, Nevada) is a vertical SaaS company that enables small and mid-sized businesses — primarily in the U.S. skilled trades and home services sector (HVAC, plumbing, electrical, roofing, construction, landscaping) — to create, administer, and payout phantom equity and profit-sharing plans without issuing real equity or diluting ownership. Its core product is the MARE (Modern Agreement for Rewards and Equity) framework, delivered via the web-based Reins platform (app.myreins.com), which combines a 409A-compliant legal template library with plan design, vesting and milestone tracking, an employee portal for incentive visibility, and W-2-ready payout reporting. Underlying infrastructure uses Stripe for payment processing and Fifth Third Bank, N.A. (via Stripe) for fund custody.

The company operates a subscription-based revenue model with quote-driven, custom-tier annual pricing (not publicly disclosed) and supports a Reinmaker affiliate/referral channel alongside direct inside sales. Customers access the platform with the support of an inbound content engine (SEO blog, webinars with attorney Mark Poerio, the Blue Collar Keys YouTube/media sub-brand) and a trade-show presence at EPIC2026 and WWETT 2026. Strategic GTM partnerships include ProfitWorks (June 2026), CEO Warrior (April 2026), and ecosystem integrations with ServiceTitan, Nexstar, CertainPath, Blue Collar, and Core. As of the most recent disclosures, Reins reports 400+ customers, 700+ plans created, a 93% retention rate among incentivized employees, a 16% average valuation uplift in the first 24 months, and a 20% average exit-value uplift vs. non-Reins comparables.

Reins is privately held, appears founder-led (co-founder Chris Buttenham), counts 1-10 employees, and has raised one disclosed funding round with Torch Capital in 2025 (amount undisclosed). It also offers free, ungated phantom-stock and profit-sharing agreement templates as a top-of-funnel lead generator. Distribution is U.S.-only, and the platform is web-only with no native app or public API.

Name

Reins

Legal name

Dentless Technologies, Inc.

Website

https://myreins.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Reins is a Las Vegas-based vertical SaaS platform that lets U.S. small and mid-sized trades and home-services businesses create and administer phantom equity, profit-sharing, and milestone-based incentive plans without diluting ownership, serving 400+ customers via a subscription platform built around its proprietary MARE legal framework.

Ownership category

akta.pro rank

Product category

Employee Incentive Management Software

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Equity Compensation & Global Share Plan Administration (BPACAHAI)

Keywords

• Phantom equity software
• Profit sharing platform
• Employee incentive management
• Alternative equity solutions
• Blue collar compensation

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Platform Subscription / Membership: Reins generates revenue through recurring subscription or membership fees for access to the Reins Platform. Plans are customized to business needs and include access to the employee portal, compliance checks, document storage, award management, and ongoing support. The platform creates and manages phantom equity and profit sharing plans for a recurring fee.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Reins provides a subscription software platform that helps small businesses in the trades and home services sector set up and administer alternative equity compensation, including phantom stock, profit sharing, performance bonuses, and milestone-based rewards. Customers use the platform to create legal-grade equity participation plans for employees without granting actual company shares, supported by an employee-facing dashboard and integrations with Stripe and a custodial bank.

Product overview

Reins is a financial technology company offering alternative equity solutions primarily for trades and home-service businesses (HVAC, plumbing, electrical, roofing, landscaping). The core offering is the MARE (Modern Agreement for Rewards and Equity) platform, which provides phantom stock plans alongside profit sharing and performance bonuses. All incentive programs are delivered through Reins' proprietary web-based software platform that handles legal contract drafting, plan design, employee visibility into incentives, and ongoing administration. The platform enables business owners to reward key employees without relinquishing ownership, offering three incentive tiers: Phantom Stock for long-term commitment, Profit Sharing for mid-term growth alignment, and Performance Bonuses for short-term behavioral motivation.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Collar Keys: A YouTube and social media platform that creates content celebrating skilled trade professionals, operated by Reins as a media platform to promote employee retention and motivation solutions.

Products and services

• Reins Platform (MARE) Subscription software platform that lets small business owners in the trades and home services sector create and administer phantom equity and profit-sharing plans for employees, with an employee-facing dashboard, Stripe payment disbursement, and Fifth Third Bank custodial account integration.
• Phantom Stock Plan Tooling Tooling within the Reins platform for designing and administering phantom stock plans for non-shareholder employees of small, closely held trades and home services businesses.
• Free Profit Sharing Template Free downloadable template that helps small business owners structure a basic profit-sharing plan, intended to introduce them to the paid Reins platform.
• Phantom Stock Agreement Templates Pre-structured phantom stock agreement templates offered by Reins to help owners quickly assemble legally grounded alternative-equity plans.

Quantifiable outcome

• 93% of employees given an incentive on Reins are still employed (retention rate)
• +4 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• ProfitWorkscoreStrategic or Co-development Partner · 25 June 2026Reins and ProfitWorks announced a strategic partnership to help independent business owners improve employee retention, engagement, and succession planning through alternative equity solutions. The collaboration combines Reins' MARE platform with ProfitWorks' incentive plan design and business coaching services, enabling business owners to reward key employees without relinquishing ownership. Industry data cited indicates roughly one-third of business owners lack a succession plan.
• CEO WarriorcoreGTM or Marketing Partner · 24 April 2026CEO Warrior, a business training and coaching organization for service business owners, expanded its partner network to include REINS along with ShareWillow, Broccoli AI, Avoca AI, and Choice 1 AI. The partnerships are designed to help contractors improve hiring, boost conversion rates, and capture more revenue across the customer journey. CEO Warrior serves growth-stage home service businesses and positions these collaborations as a way to compete against private equity-backed companies.
• Stripe Payments CompanycoreTechnology or IntegrationReins partners with Stripe Payments Company for money transmission services and account services, with funds held at Fifth Third Bank, N.A., Member FDIC. 'MARE Trust' and 'Trust' accounts are financial accounts provided by Stripe Payments Company. Stripe processes payments and provides the underlying financial infrastructure for Reins' platform.
• Fifth Third Bank, N.A.coreTechnology or IntegrationReins holds customer funds at Fifth Third Bank, N.A., Member FDIC, through its partnership with Stripe Payments Company. MARE Trust and Trust accounts are FDIC-insured up to $250,000 per depositor per financial institution.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Deel: Deel is a global EOR, payroll, and HR platform with growing equity administration capabilities. It is comparable to Reins on the equity/share plan administration layer while serving a much broader (global, employer-of-record) buyer base.
• Carta: Carta is a leading cap table, equity administration, and compliance platform used widely by private companies and investors. Its 409A valuations and equity plan tools overlap with Reins' compliance/plan design layer, though Carta focuses on venture-backed rather than SMB/trades customers.
• Gusto: Gusto provides payroll, benefits, and HR software to small businesses across the U.S., including trade and home services verticals. It is comparable to Reins as an SMB HR stack where equity/incentive modules could expand to overlap with Reins' offering.
• Equity Edge (E*TRADE / Fidelity): Equity Edge (now part of E*TRADE/Fidelity) provides equity plan administration software including phantom stock and deferred comp for corporate clients. It is a broader, well-capitalized incumbent operating outside Reins' SMB/trades niche but with overlapping product mechanics.
• Justworks: Justworks is a PEO providing payroll, benefits, and HR for SMBs. It is a broad incumbent that could bundle compensation/equity-adjacent offerings alongside Reins or compete with it as a single-vendor HR alternative for trades SMBs.

Emerging players

• Pulley: Pulley provides cap table management and equity plan tooling primarily for venture-backed startups, including support for phantom equity and option grants. It is comparable to Reins on equity administration mechanics but serves a different (VC-backed) buyer profile.

Others

• ServiceTitan: ServiceTitan is a leading field service management software platform for trades and home services. It is comparable as the dominant workflow system inside Reins' target vertical and is already listed as a Reins technology/integration partner.
• CEO Warrior (partner ecosystem): CEO Warrior is a business coaching and training organization for home service contractors. It is comparable as a partner/channel that influences which equity/HR tools trades SMBs adopt, and is already a publicly listed Reins partner.

Regional players

• Cake Equity: Cake Equity offers equity management and phantom/employee share scheme software primarily in Australia and select international markets. It is comparable to Reins on product type but operates outside the U.S. trades vertical.

Direct peers

• ShareWillow: ShareWillow offers phantom equity and synthetic equity plans to small and mid-sized businesses, overlapping directly with Reins on product type (phantom stock) and target buyer (SMB owners wanting alternatives to real equity).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@myreins
• Facebookfacebook.com/myreins
• LinkedInlinkedin.com/company/myreins
• Instagraminstagram.com/reinstechnologies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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 Reins