PropTechBuzz, a leading platform connecting proptech founders, investors, and professionals, recently hosted a Podcast with Jordan Viniar, General Partner at Prudence, a global venture capital firm that invests in technology companies transforming the built world, encompassing real estate, construction, infrastructure, and climate adaptation. Viniar, with over a decade of experience in technology and financial services as both an investor and an operator, shared Prudence’s investment philosophy, highlighting their contrarian perspective and the hidden gems driving the next wave of proptech innovation.
Summary
Overall, the article showcases Prudence’s data-driven, infrastructure-focused investment philosophy, their contrarian perspective amidst market skepticism, and their belief that the most exciting innovations in proptech are yet to come.
Prudence stands out because of the distinctive upbringing of their team. “Nobody on our team is a real estate professional,” Viniar said. Having no prior experience, their fresh background allows them to use modern technology to enter the conventional real estate market through a fresh perspective. This allows them to draw their focus on software-driven solutions that address fundamental infrastructure and data issues in the company.
This inclination towards software-driven solutions is also based on their grasp of capital efficiency. “In today’s market,” Viniar emphasizes, “capital efficiency is of utmost importance.” Prudence is interested in companies that have a solid plan for expanding their businesses without constantly seeking funding and losing ownership, which sets them apart in a market that values sustainable growth.
Prudence’s European investments show their expertise in identifying opportunities in intricate and fragmented markets. In Europe, unlike the USA, where there is a standardized MLS system, the residential real estate market entails a scattered bunch of classified sites without trustworthiness. The lack of a common information source poses immense challenges for all parties concerned including agents, investors, banks and governments. “If you visit the top classified sites in Spain or France or Italy you will see that one property is listed many times with different information,” Viniar adds.
Understanding the importance of these critical gaps, Prudence supported Casafari, which is from Fund II, to address this complex data problem. Casafari’s solution: Our team collects data from different sources throughout Europe including classified sites and then employs advanced machine learning algorithms to make sure it is accurate, well-organized and easily accessible. What is the outcome? We have built up an extensive database containing 350 million indexed properties; this represents an important step towards ensuring a reliable source of residential real estate data in Europe.
This data revolution is already having a profound impact. “This data is useful for a whole bunch of different players in the space,” Viniar states. “Think agents who want to help their clients better understand where to price their homes, or institutional real estate investors who want to more accurately value potential acquisitions. We’ve even had banks and governments call and reach out to aggregate that data.”
Prudence is dedicated to addressing fundamental infrastructure issues, particularly in the commercial real estate industry, where outdated systems have impeded the implementation of modern technologies. Property management systems (PMS) such as Yardi, RealPage, and MRI are widely used by large owners and managers as the core systems of record. However, their outdated technology and complex integration processes pose challenges to the adoption of proptech. “These platforms have outdated technology and are known for being challenging to integrate with,” Viniar points out.
Introducing Propexo, a company from Fund III, offering a solution that bears resemblance to the approach of fintech disruptor Plaid. Understanding the challenges of creating separate integrations for each legacy PMS, Propexo has developed a universal API platform. This platform enables businesses to easily connect with a wide range of PMS systems through a single integration. “Propexo enables users to seamlessly connect with numerous PMS systems simultaneously, streamlining the integration process,” Viniar explains. This efficient method opens up a wealth of information, giving real estate owners, and operators, protecting valuable insights and improved operational efficiency.
Their entire investing approach is grounded in Prudence’s unwavering dedication to thorough underwriting. They prioritize giving early-stage firms (seed to Series B) a product in the market and measurable traction, allowing them to conduct a comprehensive evaluation of their potential using actual data. They seek out companies that are capitalizing on significant, unexplored market prospects.
Prudence perceives startups, which Viniar refers to as “propTech 1.0,” that heavily rely on marketing and funding for growth with skepticism. On the other hand, they are drawn to businesses that are at the forefront of “PropTech 2.0,” distinguished by their ability to generate robust unit economics and establish long-term technological differentiation. Their emphasis on capital efficiency distinguishes their investing approach.
“It is important to have a significant amount of traction, and the threshold varies based on the company’s tenure in the market,” states Viniar. “However, a company’s robust unit economics and early signs of efficient capital scaling are becoming increasingly important to us.”
Prudence places utmost importance on businesses that not only have market potential and strong financials but also provide clearly distinctive and defensible solutions. This can be demonstrated through patented technology, leveraging data advantages, network effects, or a combination of these factors. “We are seeking companies that have created technology that sets them apart and is capable of being protected,” he states. “This is of utmost importance and can manifest in various ways.”
It is widely acknowledged that having a strong defensibility is a crucial factor for long-term success in the business world. This attribute enables companies to effectively withstand competition and establish themselves as market leaders for an extended period.
Beyond their focus on data and infrastructure, Prudence has identified two key emerging themes shaping the future of proptech:
Artificial Intelligence (AI): Prudence believes that Artificial Intelligence (AI) has the potential to transform the world, but only when combined with private data and models. Viniar says, “The least compelling opportunities in AI are companies where neither the data nor the AI are proprietary.” Their portfolio company, AI Clearing, is a great example of the way they like to do things. It has already won the business of four of the world’s top twenty contractors by using drone video and custom AI algorithms to track progress and ensure quality on large infrastructure projects in real-time.
Services as Software: As their portfolio company Morty shows, this burgeoning sector introduces a new kind of company that offers software-enabled services with significant gains in efficiency and scalability. Morty’s technology makes it possible for mortgage brokers to start loans 10 times faster and more successfully than with traditional methods.
Prudence’s success can be attributed to their prudent investment choices but also from their unwavering dedication to their portfolio firms. They act as true partners, providing assistance that goes beyond financial investment by leveraging their vast network to help secure funding, attract skilled people, and facilitate connections with new clients. They advocate for transparent communication and encourage founders to openly share their challenges and receive valuable feedback.
Viniar emphasizes the importance of receiving both positive and negative updates promptly. Their dedication to assisting founders in navigating the challenges of running a successful business is evident in their mindset.
Prudence currently manages a portfolio of 12 operating companies, evenly across in various sectors such as residential, commercial, construction, and infrastructure. They are proud to be backed by companies such as Salus, whose founder’s journey from construction worker to successful CEO exemplifies the impact they strive to achieve.
Prudence has a keen eye for identifying hidden gems—companies with great potential that may go unnoticed by other investors.
One example is CREXi, a rapidly growing business real estate platform that may not be widely recognized. “It’s likely one of the biggest private proptech companies that receive little attention,” he remarks. Providing complimentary real estate and rental advertisements on its website is a forward-thinking initiative by CREXi that distinguishes it from the industry frontrunner, CoStar. This has enabled them to attract a large user base, with their website now boasting an impressive $7 trillion worth of real estate listings and attracting millions of active users each month.
Prudence is impressed by companies like CREXi and their ability to showcase the future of proptech. This highlights the potential of companies that may not receive much attention but still possess innovative ideas and unique values.
Prudence is committed to its data-driven, infrastructure-focused approach as it deploys their recent $80 million fund, bringing their total assets under management to $230 million. They are not chasing fleeting trends or seeking rapid expansion but rather opting for a more measured and sustainable path.
Their belief in technology’s transformational potential, along with their dedication to producing long-term value through good connections, positions them as a driving force in the future of proptech. While others may be skeptical, Prudence is certain that the best of proptech is yet to come.
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By Proptechbuzz
By Ravi Kumar
