Henry

What do they actually do

Henry turns the messy inputs from a commercial real estate deal—models in Excel, comps, rent rolls, photos, and brand guidelines—into finished, on-brand materials like offering memoranda, BOVs, loan packages, syndication decks, leasing flyers, and portfolio recaps. Outputs are delivered as a web link and PDF, and the system also generates maps, comp tables, rent-roll layouts, and deal copy Henry homepage.

Brokers and brokerage teams use Henry to speed up document production without adding design headcount. The company publishes case studies with live customers, including teams at Colliers, CBRE (regional), Compass Commercial, and other regional/national brokerages Henry case studies.

The workflow is: upload deal inputs; Henry produces a first draft with charts, maps, and tables; then a human QC team spends at least 15 minutes to ensure numbers and brand are correct before delivery as PDF + web link. Case studies report large time savings (e.g., reducing production from ~18 hours to under 15 minutes on complex deals) Henry homepage, Cooper Horowitz case study.

Who are their target customer(s)

• Senior commercial broker / deal producer at a mid-to-large brokerage: Loses hours assembling investor/lender decks and chasing designers or analysts, delaying listings and outreach. Wants to turn deal inputs into finished, accurate decks quickly Henry homepage, Henry case studies.
• Brokerage marketing or operations lead responsible for branding and compliance: Struggles with inconsistent decks, manual QA, and a small team that becomes a bottleneck during busy periods. Needs templated, on-brand outputs with a reliable QC workflow Henry homepage.
• Junior analyst or associate preparing comps, rent rolls, and charts: Spends significant time formatting tables, maps, and copy instead of underwriting or sourcing deals. Wants automation of formatting and basic write-ups Henry homepage.
• Boutique or independent broker without in-house design resources: Must produce investor-ready materials alone, limiting listing capacity. Needs professional PDFs and web links generated from raw deal inputs Henry case studies.
• Capital markets / investment sales teams creating lender packages, BOVs, syndication decks: Compiling accurate underwriting, comps, and investor materials for complex deals is time-consuming and error-prone. Wants faster lender/investor packaging with underwriting automation over time KeyCrew profile.

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder-led outreach to warm brokerage contacts with a free or discounted one-deal pilot, hands-on onboarding/QC, and guaranteed turnaround; capture before/after time-saved metrics and a testimonial per pilot.
• First 50: Hire 1–2 regional sellers to run repeatable two-week pilots with a standard pitch, pricing sheet, and case studies; add a referral credit and host monthly live demos for brokerage ops/marketing groups to feed pilots.
• First 100: Stand up an onboarding/CS team to productize a 3–5 step pilot-to-contract flow; package vertical templates and sell annual seat or deal-credit contracts; add channel partners (design agencies, trade associations) while keeping a self-serve plan for boutiques.

What is the rough total addressable market

Top-down context:

CRE is a large, active market: U.S. commercial real estate assets were ~$22.5T at Q4 2023, and 2023 U.S. CRE transaction volume was roughly $647B—each deal requires collateral like OMs, BOVs, and lender packages St. Louis Fed, Resimpli summary. Real-estate software spend is already multi‑billion (e.g., ~$10.3B in 2023) Grand View Research.

Bottom-up calculation:

Illustrative realistic scenario: 50,000 broker/team buyers × 10 decks per year × $1,000 average price per deck = ~$500M/year. This reflects a mix of boutique/regional teams producing recurring deal materials.

Assumptions:

• 50,000 active U.S. broker/team buyers for CRE collateral automation
• Each produces about 10 relevant decks or packages per year
• Average replaceable spend or price point of ~$1,000 per deck

Who are some of their notable competitors

• Buildout: Long-standing CRE marketing platform for OMs, brochures, listing sites, and syndication, now with AI-assisted content. Overlaps on automating and branding deal materials but is centered on listing/marketing workflows rather than analyst-level deck assembly with human QC Buildout Showcase, Buildout blog.
• Crexi: Marketplace with listing tools and Vault for extracting rent rolls and lease terms to make files searchable/reusable. Overlaps on data extraction and materials generation, especially for teams listing on Crexi Crexi Vault, Crexi valuations/features.
• CoStar / LoopNet: Incumbent CRE data and listings network providing marketing centers, comps, and distribution at scale. A strong default for exposure and verified data, even though it isn’t positioned as an AI-first deck assembler LoopNet solutions, CoStar Marketing Center guide.
• Dealpath: Deal and pipeline management software for investment teams. If Henry expands into underwriting automation and transaction operations, it competes with tools that manage checklists, documents, and collaboration across deals Dealpath overview.