Proper

Proper

Rojas founded Proper after leading design and product at Shopular, returning to his family's New York real-estate roots with a bet that automation could slash the cost of property bookkeeping. The company brands itself as an outsourced accounting team — staffed by Big 4 and Fortune 500 alumni — rather than a software vendor, charging per-unit or per-square-foot on month-to-month contracts (per the firm). Proper closed a $9M Series A in August 2021 from investors including TechCrunch and the San Francisco Business Times-covered rounds (per TechCrunch, August 2021). The firm processes books for single-family, multifamily, HOA, student-housing, and niche-asset operators — short-term rentals, mobile-home parks, and co-ops sit in its asset-class roster. Evidence of scale tilts toward the midmarket: its public customer reference manages via PMI Commonwealth, and Proper reports an average 38% door-count growth across its client base (per the firm). Geography is not formally disclosed, though its executive team and press coverage point to a U.S.-anchored client book, and remote delivery models imply national reach. Public disclosures list a 200-plus-person accounting team and an eight-person executive group led by COO Qasim Ashraf and Head of Finance Marcelo Villanueva. The technology stack wraps proprietary AI tooling around general-ledger workflows, which the company pitches as a margin-improvement lever for property operators. No adjacent philanthropic vehicles, club memberships, or sister operating businesses are documented. Proper's structural differentiator is its conviction that AI-native services businesses — not SaaS licensees — capture the majority of property-operators' willingness-to-pay for accounting relief. Instead of selling a platform login, it sells the output: reconciled books produced by a centralized, tech-equipped labor pool. Whether that model reacts differently to labor-cost shocks than traditional property-accounting firms remains the question a close observer would pose.