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Proper
Proper is an SEC-registered investment adviser in Tallahassee, Florida, registered since 2025. The firm manages approximately $132 million in regulatory...
Proper
Proper is an SEC-registered investment adviser in Tallahassee, Florida, registered since 2025. The firm manages approximately $132 million in regulatory assets. It has 7 employees and 3 investment advisers.
General information
Firm type
other
Principals
Mark Rojas
Founder & CEO
Qasim Ashraf
COO
Marcelo Villanueva
Head of Finance
Ramakrishnan Subramaniam
Director of Accounting
Chris Randone
Head of Sales
Uma Nesis
Chief of Staff, Jr.
Juan Morazano
Sr. Engineering Manager
Sector focus
Frequently asked questions
What does Proper actually sell — software or a service?
Proper sells an outsourced accounting service, not a software license. Its accountants run clients' books inside the property-management systems the clients already use, supported by internal AI automation tooling. Pricing is per-unit or per-square-foot on month-to-month contracts, with no disclosed onboarding fees.
Which property types does Proper's accounting team handle?
The firm's public materials list residential (single-family and multifamily), HOA, student housing, commercial, and what it calls unique assets — co-ops, mobile-home parks, and short-term rentals. Client-size thresholds start around 250 doors or 15,000 commercial square feet.
Who runs investment decisions at Proper?
Proper is an operating company, not an investment firm. Mark Rojas is the founder and CEO, with no public indication of a separate CIO or family-office investment function. The firm raised a $9M Series A from institutional venture investors (per TechCrunch, August 2021), signaling that capital-allocation decisions sit with Rojas and his board.
Does Proper participate in fund commitments or direct deals?
No. Proper is a venture-backed services company. It has not disclosed any investment activities, fund commitments, or portfolio-company stakes beyond operating its core accounting service.
Where does the underlying wealth come from?
The firm is not structured as a family office and has not publicly disclosed a wealth origin. Its founder, Mark Rojas, previously led product and design at Shopular, a Sequoia-backed mobile shopping startup, and grew up in New York's real estate industry (per the firm's website).
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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