PropTech Firm Unitify to Invest up to $10 Million in US Property Management Companies

Unitify, a developer of property management software, led by Ilia Sotonin and the team, has announced plans to invest up to $10 million in the U.S.-based management firms, targeting small businesses in the property and HOA/condo management sectors.

Unitify is integrating its proprietary AI platform into billing, maintenance, and resident communication systems, with the goal of improving operating margins from around 10% to over 25%.

The investment includes both internal capital and backing from investors supporting expansion into the U.S. market, targeting regions such as Florida, Texas, Southern California, Arizona, Seattle, Chicago, Atlanta, and North Carolina.

The U.S. property management industry is split into two main segments: investment-focused property management and HOA/condo management, where governance is handled by homeowner or condo association boards operating typically as non-profits.

Unitify operates within the HOA/condo segment, which serves over 75 million residents across 370,000+ associations. Despite its scale, the market remains highly fragmented, with the 50 largest firms accounting for only 15–20% of the total share.

The U.S. property management industry generates over $120B in annual revenue and includes ~330,000 companies managing nearly 20 million rental properties. Growth remains steady at ~2–2.3% annually, with major operators like Greystar, Asset Living, and Cushman & Wakefield leading the market.

Unitify is targeting a fragmented segment of smaller operators still relying on outdated tools, amid an industry experiencing consolidation and leadership transitions. Current EBITDA margins average ~10%, with potential expansion to 25–35% through operational modernization.

Ilya Sotonin said that in the U.S., 51% of rental property owners use property management services, with the industry generating an average profit margin of 10.4%, or roughly $14B in total profit.

He highlighted that AI adoption is accelerating across the sector, rising from 21% in 2024 to 34% in 2025, with 94% of companies expecting revenue growth over the next two years driven by these tools, positioning Unitify as a market leader in this shift.

Unitify is seeking partnerships in the property management sector, including firms considering succession or exit and operators looking to scale through technology integration.

The company is also open to working with HOA and condo associations, offering capabilities such as billing and payments, maintenance and requests, resident communications, e-voting, AI-powered onboarding, smart building tools, and a resident API to improve operational efficiency and resident experience.

Unitify plans to complement its software model with strategic partnerships and acquisitions of U.S. property management firms, using them as operational bases to demonstrate and scale its technology-enabled management approach.

Unitify was founded in 2024 by a team with over 15 years of experience in property management and the digitalization of housing services. The team previously managed services for more than 20,000 residents, while their software is now used by over 10,000 companies.

The company has deployed solutions across Armenia, Georgia, and Uzbekistan, and is currently in discussions to expand into Austria, Spain, Latvia, and Slovenia.