The new product pulls data directly from platforms like QuickBooks and ServiceTitan to calculate a current company value and benchmark performance against industry peers. Beyond providing a static number, the system identifies specific operational levers that can drive future growth. By connecting these insights to the company’s existing Incentives product, owners can design profit-sharing plans or phantom stock options that reward key employees for hitting the specific targets that increase the business's overall worth.

CEO Chris Buttenham notes that while large corporations rely on dedicated CFOs and consultants to manage valuation, independent tradespeople have historically lacked these sophisticated resources. Reins, which has secured $5.5 million in funding from investors including Album and Torch Capital, intends to democratize these capabilities. The platform is designed to operate in the background, allowing owners to build equity-focused retention strategies without the administrative overhead typically associated with complex compensation consulting.