The expansion follows a successful multi-year run in the United States, where the firm’s proprietary Modern Agreement for Rewards and Equity (MARE) framework has been utilized to combat turnover. With over 98% of Canadian companies categorized as independently owned, local entrepreneurs are increasingly struggling to compete with larger corporations for top-tier talent. By implementing incentive structures that mimic ownership benefits, Reins provides a mechanism for owners to cultivate leadership pipelines while protecting their equity stakes.

Since its 2023 launch, the platform has reported a 93% retention rate among incentivized employees and a 16% average increase in business valuation within two years. Chris Buttenham, the firm’s Canadian-born CEO, notes that the move addresses a shared North American challenge: the difficulty of retaining institutional knowledge during ownership transitions. Following a successful pilot program—which included participants like British Columbia’s Vernon Air Conditioning, Plumbing & Electrical Services—the company is now offering its legally binding, customizable software to the broader Canadian market.