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Overview
Opiniion provides a SaaS platform for property management that focuses on collecting real-time resident feedback. The system sends automated surveys via email and SMS at key moments, gathers public reviews and private feedback, and uses AI sentiment analysis to produce actionable insights. It integrates with major property management systems and adds modules like SocialPro and ListingsPro to manage social media and online listings. Its goal is to improve online reputation, resident retention, and net operating income through subscription-based software supported by investors such as RET Ventures, Frazier Group, and Five Elms Capital.
About Opiniion
Industries
Data & Analytics
Enterprise Software
AI & Machine Learning
Real Estate
Company Size
51-200
Company Stage
Early VC
Total Funding
$5.8M
Headquarters
Lindon, Utah
Founded
2017
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Simplify's Take
What believers are saying
- Hive selected Opiniion on July 29, 2025, validating demand for automated resident feedback.
- Chelsea Senior Living reported faster reporting and fewer manual workflows after adopting Opiniion.
- Continuous review generation and AI sentiment analysis directly tie to occupancy and retention gains.
What critics are saying
- Justin Bingham died October 5, 2024, and founder-loss turbulence can still impair execution.
- Rentgrata integration after August 4, 2025 risks product overlap, churn, and distracted engineering.
- Five Elms-backed competitors like Lobby CRE and Renterra attack the same reputation workflow.
What makes Opiniion unique
- Opiniion bundles surveys, reviews, and resident feedback, unlike fragmented legacy vendors at Chelsea Senior Living.
- Its August 4, 2025 Rentgrata acquisition extends resident voice from pre-lease through renewal.
- Devin Shurtleff became CEO on April 27, 2026, preserving founder-led product continuity.
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Funding
Total Funding
$5.8M
Below
Industry Average
Funded Over
4 Rounds
Benefits
Health Insurance
Dental Insurance
Vision Insurance
Life Insurance
Health Savings Account/Flexible Spending Account
401(k) Retirement Plan
401(k) Company Match
Parental Leave
Unlimited Paid Time Off
Paid Holidays
Gym Membership
Growth & Insights and Company News
6 month growth
↑ 0%1 year growth
↑ 2%2 year growth
↑ 3%How Chelsea Senior Living unified resident feedback and protected their reputation with Opiniion. Before partnering with Opiniion, Chelsea Senior Living managed resident surveys, online reviews, and resident feedback across multiple disconnected platforms. The result was a fragmented process that required manual reporting, multiple vendor relationships, and hours spent piecing together resident sentiment across systems. "We were using one system for surveys, another for reviews, and another for resident feedback," said Jena, Senior Director of Marketing and Communications at Chelsea Senior Living. "When you look at what Opiniion does in one platform for a fraction of the cost, the math becomes pretty clear." Key outcomes. * Consolidated surveys, reviews, and resident feedback into one platform * Streamlined reporting across communities * Improved visibility into resident sentiment * Reduced manual administrative work * Created a more proactive approach to reputation management The breaking point. For Kelly Fannon, VP of Sales and Marketing at Chelsea, the need for change became undeniable after a Saturday afternoon crisis. A one-star review had appeared online, catching the team completely off guard. By the time Chelsea became aware of the issue, the review was already public, leaving the team scrambling to respond and understand what had happened. The experience reinforced a challenge many senior living operators face: feedback often arrives only after a resident or family member has already decided to leave a public review. What caught Kelly's attention about Opiniion was its ability to surface sentiment earlier in the process, helping communities identify concerns, close the loop, and create better resident experiences before issues escalate. "That safety net was missing," Kelly said. Today, Chelsea has a more proactive approach to resident feedback, with greater visibility into resident sentiment and more opportunities to address concerns before they become public reputation issues. One system. One source of truth. Since implementing Opiniion, Chelsea Senior Living has consolidated surveys, reviews, and resident feedback into a single platform with integrations across Welcome Home, Google, Facebook, and A Place for Mom. For Jena Bitsko, Senior Director of Marketing and Communications at Chelsea Senior Living, the impact was immediate. "The integration with Opiniion has been seamless," Jena said. "Having everything connected in one place, along with features like auto-responses, has been a huge time saver for both me and our executive directors." The reporting improvements have been equally impactful. Chelsea recently completed its first annual resident survey through Opiniion, replacing a previously manual process that required exporting and combining reports from multiple systems. "If we're going to collect feedback, it needs to mean something," Jena said. "Opiniion gives us reporting that's clear, actionable, and easy to compare year over year." By centralizing resident sentiment in a single platform, Chelsea's leadership team now has better visibility into trends across communities and faster access to insights they can act on. Less friction, more feedback. Chelsea's previous process also created friction for residents and families. Before every review campaign, executive directors had to manually review contact lists to avoid sending requests to dissatisfied families - a time-consuming process that limited participation. Even when campaigns were successful, many reviews never reached the platforms that mattered most. "We were putting all this work into getting people through the process, and the reviews weren't ending up on Google or A Place for Mom," Jena said. "It felt like all that effort just went nowhere." With Opiniion, Chelsea now sends review requests continuously instead of in large annual batches, identifies resident concerns earlier through built-in feedback workflows, and directs satisfied residents to the review platforms that help drive new move-ins. The result is a simpler experience for both staff and residents, along with a more consistent flow of meaningful feedback and public reviews. What's next. Chelsea now sees resident feedback as more than an operational tool - it's becoming a key part of their marketing strategy. Kelly and Jena are already planning to incorporate resident stories and reviews into community webpages, marketing collateral, and future campaigns. "The last thing we want to do is promote something that isn't authentic," Jena said. "Opiniion helps us hear directly from the people living that experience every day." For Kelly, the value comes down to trust, visibility, and peace of mind. "We're singing your praises to anyone who will listen." Ready to simplify resident feedback? See how senior living operators are consolidating surveys, reviews, and resident feedback into one platform with Opiniion.
Flaherty & Collins named a 2025 Top 10 Operator by Opiniion. Posted on March 16, 2026 Flaherty & Collins Properties is proud to announce it has been recognized as a 2025 Top 10 Operator in the annual Resident Choice Awards by Opiniion, a leading resident satisfaction and online reputation platform. The Resident Choice Awards are uniquely prestigious in the multifamily industry because they are not determined by an application or a panel of judges. Instead, winners are selected based entirely on resident feedback and data-driven performance metrics gathered throughout the year. Ranking in the Top 10 underscores Flaherty & Collins Properties' commitment to providing an unparalleled living experience across its national portfolio. The Opiniion scoring algorithm evaluates operators on key resident touchpoints, including: * Tour Experience: The first impression for prospective residents. * Move-In Process: Setting the tone for a positive residency. * Maintenance Performance: Ensuring timely and quality service. * Overall Resident Satisfaction: Daily engagement and responsiveness. In addition to the corporate-level Top 10 Operator ranking, several Flaherty & Collins properties also secured individual honors for excellence in specific categories like Best in Maintenance and Best in Tours. This includes standout performances by The Depot at Nickel Plate and The Cove, which both ranked highly in their respective service categories. This latest accolade adds to a banner year for Flaherty & Collins Properties, following its recognition as a 2025 Top Workplaces Industry winner.
Opiniion partners with Urban Genesis. Opiniion partners with Urban Genesis to accelerate affordable housing & community development in Houston. Opiniion is pleased to announce a strategic collaboration with Urban Genesis, a Houston-based real estate investment and development firm, to expand and strengthen affordable, urban-infill housing and industrial projects across Texas and the Southeast. Through this partnership, Opiniion will provide branding, communications, go-to-market strategy, and stakeholder engagement support, helping Urban Genesis elevate its mission and broaden its impact. This alliance brings together Opiniion's expertise in narrative-driven growth and Urban Genesis's deep domain experience in real estate and community development. Together, Opiniion Inc. will accelerate the creation of high-quality, affordable housing, optimize industrial real estate assets, and amplify community impact across key Texas metros including Houston, Dallas-Fort Worth, Austin, and San Antonio. * Opiniion will co-design a differentiated brand positioning and communication framework to highlight Urban Genesis's role as a mission-oriented, high-performance developer * Opiniion Inc. will support capital market storytelling, investor relations, and external stakeholder engagement * Collaborative content, media, and community outreach efforts will strengthen reputation, trust, and visibility * Jointly Opiniion Inc.'ll structure messaging and initiatives that spotlight the social impact and value creation at the heart of Urban Genesis's investments About Urban Genesis Urban Genesis is a Houston, Texas based real estate investment and development firm focused on creating affordable, high-quality housing and industrial assets through a vertically integrated operating model. They serve markets in Houston, Dallas-Fort Worth, Austin, and San Antonio, and concentrate on "missing middle" housing, mixed-income developments, value-add acquisitions, and transit-accessible industrial properties. About Opiniion Opiniion is a strategy, brand, and narrative consultancy that helps mission-driven organizations grow with clarity, coherence, and impact. Opiniion Inc. partner with its clients to craft compelling stories, sharpen their message, and accelerate growth across channels and stakeholders. To learn more, visit opiniion.com.
Opiniion and 1st Select Real Estate. Opiniion and 1st Select Real Estate announce strategic partnership. Opiniion is excited to announce a new partnership with 1st Select Real Estate, based in Roseville, Minnesota. Together, Opiniion Inc. will combine Opiniion's market-leading brand communications and media amplification capabilities with 1st Select's deep expertise in brokerage, property management, and facility services to deliver powerful visibility and growth for property owners, investors, and communities across the Twin Cities region. Through this collaboration, 1st Select will gain access to Opiniion's full suite of strategic storytelling, press engagement, and content development services. In turn, Opiniion will be able to showcase high-impact real estate case studies, expand presence in the Minnesota market, and support community development narratives. This union creates a unique advantage: properties managed or listed by 1st Select will now benefit from elevated brand positioning and audience reach backed by Opiniion's media network. About 1st Select Real Estate. 1st Select, headquartered in Roseville, MN, offers a full spectrum of real estate services including brokerage, property management, and facility maintenance. Their team emphasizes a values-driven approach - "Helping Owners Succeed So Communities Prosper" - and focuses on treating real estate as though it were their own. With decades of experience and strong operational capabilities, 1st Select manages multifamily and commercial properties, handles leasing, maintenance, budgeting, accounting, and vendor coordination. Their leadership includes William Cullen (Broker), Rozeanna Berg (Vice President), Molly Burns-Houseman (Director of Operations), and others. 1st Select serves the Twin Cities metro and beyond, maintaining a reputation for responsive service, facility upkeep, and tenant satisfaction. About opiniion. Opiniion is a strategic communications and media agency that helps brands, leaders, and organizations craft and share their stories through earned media, content, and integrated campaigns. Opiniion Inc. specialize in elevating visibility, driving stakeholder engagement, and building reputation through powerful narratives and media presence. If you're ready to amplify your brand, generate press momentum, and engage your audience meaningfully, visit opiniion.com to learn more and get started.
Opiniion and Young Development. Opiniion Announces Strategic Partnership with Young Development (Elma, NY) Lehi, UT - Opiniion is proud to announce a strategic partnership with Young Development, a property development and management firm headquartered in Elma, New York. Together, Opiniion Inc. will integrate Opiniion's intelligent reputation and feedback platform into Young Development's operations to strengthen tenant engagement, surface actionable insights, and enhance transparency and trust in their communities. This collaboration offers immediate benefits to Young Development's portfolio, which spans luxury and affordable apartments, senior living, duplexes, and commercial properties across Western New York and Florida. Through Opiniion's tools, Young Development will be able to solicit, manage, and act on resident feedback at scale - improving service responsiveness, reducing churn, and elevating the living experience across its properties. About Young Development Founded in 1984, Young Development has built, managed, and maintained a wide range of real estate assets, including apartment complexes, senior living communities, duplexes, and commercial properties. Headquartered in Elma, New York, the company is led by CEO Bryan A. Young. Their current listings include upscale developments - such as The Springs at West Seneca and Uptown Apartments - as well as specialized senior living offerings like Katie's Place and Sylvia's Place. About Opiniion Opiniion is a feedback and reputation intelligence platform designed to help organizations capture authentic voice, categorize feedback, detect trends, and improve experience across touchpoints. Through AI-powered sentiment analysis, contextual tagging, and seamless workflows, Opiniion transforms unstructured feedback into meaningful action and measurable impact. Opiniion Inc. is thrilled to welcome Young Development as a partner and look forward to driving elevated resident experience, operational excellence, and data-driven growth together.
Opiniion is Hiring for 7 Jobs on Simplify!
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About Opiniion
Industries
Data & Analytics
Enterprise Software
AI & Machine Learning
Real Estate
Company Size
51-200
Company Stage
Early VC
Total Funding
$5.8M
Headquarters
Lindon, Utah
Founded
2017
Opiniion is Hiring for 7 Jobs on Simplify!
Find jobs on Simplify and start your career today