Henry GTM brain

category

market profile

• text: Investment sales brokers lose selling time assembling offering memoranda, valuations and pitch decks from fragmented deal data.
• text: Deal teams need connected models, comparable research and materials that reflect the firm's own assumptions and relationships.

personas

• title: Investment sales broker
  pains:

  • Manual BOVs and offering memoranda delay pitches and compete with time spent originating deals.
  • Property and buyer research must be assembled under competitive deadlines.
• title: Brokerage marketing director
  pains:

  • Deal teams create a backlog of branded decks requiring maps, financial tables and custom narratives.
  • Changes to assumptions require repeated revisions across documents.
• title: CRE analyst or underwriting lead
  pains:

  • Modeling and comp research depend on inconsistent inputs and manual handoffs.
  • Numbers must remain traceable and editable in the firm's existing Excel models.

icp

• text: Commercial real estate brokerages with active investment sales, capital markets or debt placement teams producing frequent deal materials.
• text: Real estate investment and debt firms producing underwriting and investment committee materials across many properties.

message pillars

• text: Help teams compete on the quality and speed of their pitches.
• text: Create firm-branded, editable materials quickly.
• text: Keep underwriting in the familiar Excel workflow.

objections

• objection: Will models and decks reflect our specific assumptions and brand?
  response: Pilot on a real deal using firm inputs, branded templates and a review of the editable output.
• objection: Can analysts verify AI-generated numbers?
  response: Inspect cited research and test the Excel model and synchronization before relying on it for a live deal.
• objection: Will brokers adopt another application?
  response: Demonstrate the email and Excel workflows alongside the existing deal process.

competitors

• name: IntellCRE
  why: Generates CRE underwriting and marketing collateral including offering memoranda.
• name: Buildout
  why: Brokerage software with deal marketing, proposals and offering memoranda.
• name: RealNex
  why: CRE deal management, financial modeling and branded offering documents.

influencers

• name: Sammy Greenwall
  url: https://www.linkedin.com/in/sammygreenwall
  why: Co-founder and CEO discussing AI adoption in CRE.
• name: Adam Pratt
  why: Co-founder and CTO discussing development of Henry's AI platform.

keywords

• commercial real estate offering memorandum software
• CRE pitch deck automation
• broker opinion of value software
• AI CRE underwriting
• commercial real estate comps research
• CRE deal marketing software

voice

• confident and competitive
• direct
• broker-centric

signals

• text: A brokerage is handling more investment sales pitches than its marketing and analyst staff can prepare quickly.
• text: A CRE firm is standardizing Excel underwriting and marketing collateral across deal teams.

stack

• Microsoft Excel

pricing

motion

channels

• LinkedIn
• CRE industry press
• customer case studies
• referrals

confidence

Founders

• name: Sammy Greenwall
  title: Founder/CEO
  role: CEO
  bio: Sammy is the Co-Founder and CEO of Henry, Co-Founder and former CRO of Lev (which he scaled 0 to Series B / $10M+ run rate), and a retired real estate finance professional. Sammy was born and raised in the Bay Area and played college basketball at Swarthmore College. Sammy is passionate about building great products in large and stubborn markets.
• name: Adam Pratt
  title: Founder/CTO
  role: CTO
  bio: 2x Founder, Currently CTO and Co-Founder @ Henry. Previously, Firefighter (Hamilton, NY - Station 19) and Co-Founder @ Halligan (Fire Department Saas Platform). Aquired by Vector Solutions in 2019