About Union
Built differently from the beginning.
Union is the AI-powered CRM for multifamily.
Built for owner-operators and management companies, Union brings marketing, AI leasing, CRM, applications, renewals, and resident revenue onto one renter record.
What Union does
Marketing and market intelligence
Union connects marketing activity to the renter record so operators can see what actually produces leads, tours, applications, and leases. Market intelligence gives teams another layer of portfolio visibility without adding another disconnected system.
AI leasing
Union Voice AI and Web Chat engage prospects around the clock, qualify demand, answer questions, schedule tours, and hand conversations to people when a human is needed.
Agent Assist works alongside leasing teams with real-time guidance and suggested responses, using the same context as the rest of the platform.
CRM, applications, and leasing
Every call, text, email, tour, application, document, and lease lives on the same renter record.
Applications, screening, income verification, document generation, and e-signature happen in the same flow instead of forcing teams to move between systems.
Renewals and resident operations
Union carries the same record beyond the initial lease so teams do not lose context when a prospect becomes a resident.
Operators can manage renewals and other resident workflows from the same platform used by their leasing teams and AI.
Resident revenue
Union Credit Builder and Union Security Deposit create new resident-funded revenue without adding another operational burden for on-site teams.
Operators can begin generating revenue from these products within 45 to 60 days of kickoff.
What makes Union different
Traditional stack
Four products. Four copies of the renter.
Union
One record. One platform.
The AI and the CRM are the same product.
Most AI tools have to request or synchronize information from another system before they can act.
Union's AI works directly from the same live renter record as the leasing team. The conversation history, unit interest, application status, and previous interactions are already there.
Built, not acquired.
Union built its CRM, AI, leasing workflows, and renter record as one platform rather than assembling a suite through acquisitions.
That means one data model, one product roadmap, and fewer seams between the systems your teams use every day.
AI when you want it. People when you need them.
Operators determine where AI should work and where people should take over.
When a renter asks for a person, Union carries the context forward so the leasing team does not have to restart the conversation.
We get on the plane.
Union implementations are not handed off to a webinar and a help center.
Our Customer Success team comes on-site for kickoff and training, customers receive direct access to the Union team in Slack, and Product stays involved as the partnership develops.
Most customers go live in about 30 days.
Built to produce outcomes, not another dashboard.
Union is designed to increase leasing capacity, improve conversion, simplify the software stack, and create new revenue.
At Mark-Taylor, Union Voice AI helped deliver a 148% improvement in lead-to-tour conversion, while the portfolio reached a 100% prospect call answer rate, including after hours.
See customer resultsWho uses Union
Multifamily owner-operators
Organizations managing their own communities and looking to connect leasing, marketing, AI, and resident operations.
Multifamily management companies
Operators that need common workflows, data, and visibility across multiple properties and ownership groups.
Centralized and hybrid leasing teams
Organizations consolidating work across properties while preserving a high-touch renter and resident experience.
Growing regional and national portfolios
Union works with multi-property operators ranging from approximately 2,000 to 60,000 units and integrates with major property management systems including Yardi, Entrata, ResMan, and RealPage.
Operators using Union include
The team behind Union
Built alongside multifamily operators since 2018.
Union began in 2018 by building property technology alongside a multifamily operator.
The first products were property websites. Then came CRM, AI, leasing, renewals, and the broader platform Union operates today.
Founder and CEO
Ethan Lacey
Texas
Union founder and CEO Ethan Lacey came to the company from a background in technology, product, data, and engineering, including Amazon.
What began as an opportunity to build better technology for one multifamily operating environment grew into a platform designed around the entire renter lifecycle.
Connect on LinkedInMeet the team
Select a teammate to learn more
Founder and CEO
Ethan Lacey
Ethan founded Union in 2018 and leads the company as CEO. Before Union, he worked across technology, product, data, and engineering, including at Amazon.
Texas
Connect on LinkedInVice President of Customer Success
Careena Daly
Careena leads Customer Success at Union, from on-site kickoff and training to the day-to-day support operators get after launch.
Colorado
Connect on LinkedInVice President of Sales
Matt Miller
Matt leads new business at Union. He brings 25 years of multifamily experience across property operations and technology sales, and speaks regularly at NAA and NMHC events.
Nevada
Connect on LinkedInDirector of Strategic Accounts
Cassie Haverland
Cassie leads Union's strategic accounts, working directly with multi-property operators as they bring Union to their portfolios.
Arizona
Director of Product Marketing
Michael Hopkins
Michael leads marketing at Union. He built his career in product marketing at vertical SaaS companies Inn-Flow and Doxy.me, and is earning his Executive MBA at Duke's Fuqua School of Business.
North Carolina
Connect on LinkedInHead of Design
Nik Williamson
Nik leads design at Union. He is a product designer who cares most about design systems, accessibility, and clear documentation.
Florida
Connect on LinkedInProduct Manager
Bryson Seifert
Bryson is a product manager at Union with more than ten years of experience in SaaS product management.
Arizona
Connect on LinkedInProduct Manager
Colin Eddy
Colin is a product manager at Union, working on the CRM tools leasing teams use every day.
Portugal
Product Manager
Justin Hamman
Justin leads Union Security Deposit, from the product itself to rollouts and training with operator teams.
Arizona
Connect on LinkedInDigital Marketing & Technology Account Manager
Briana Moriarty
Briana works with Union customers on digital marketing and technology, from property websites to the campaigns that bring renters to them.
Chicago, Illinois
Digital Marketing & Technology Account Manager
Angelica Felix
Angelica works with Union customers on digital marketing and technology. She joined Union from Mark-Taylor, where she was a senior manager of community operations.
Arizona
Connect on LinkedInCustomer Operations
Atila Rossito
Atila runs customer operations at Union, keeping onboarding, account setup, and support requests moving for customers.
Brazil
Connect on LinkedInOne team, close to the customer.
Union is a distributed technology company with team members across the United States and internationally.
Operators, technologists, product leaders, engineers, Customer Success, and multifamily industry veterans work together, with many of those teams interacting directly with customers rather than sitting several layers away from them.
How Union works
01
Start with your portfolio.
We begin with your properties, current technology stack, workflows, and operating model rather than forcing you into a generic implementation.
02
Connect Union to your PMS.
Your PMS remains in place. Union connects with systems including Yardi, RealPage, ResMan, and Entrata and becomes the operating layer around it.
03
Kick off together, in person.
Union's Customer Success team comes on-site for kickoff and training so the people who will actually use the platform are involved from the beginning.
04
Go live in about 30 days.
Most Union customers move from kickoff to go-live in approximately 30 days.
After launch, customers receive direct Slack access to the Union team and ongoing collaboration with Customer Success and Product.
Real software. Real operations.
Union runs leasing and resident workflows at multifamily communities across the United States.
“We rolled out Union's AI across our portfolio and became #1 in the nation in resident loyalty.”
One renter record across marketing, AI, CRM, applications, leasing, and renewals.
Key facts about Union
| Company name | Union |
|---|---|
| Legal company | Lift Lytics LLC DBA Union |
| Company type | Privately held B2B SaaS / multifamily PropTech company |
| Category | AI-powered CRM for multifamily |
| Founded | 2018 |
| Founder and CEO | Ethan Lacey |
| Headquarters | Austin, Texas |
| Website | gounion.com |
| Core offering | AI-powered CRM spanning marketing, AI leasing, applications, leasing, renewals, and resident revenue |
| Primary customers | Multifamily owner-operators and management companies |
| Portfolio sizes served | Approximately 2,000 to 60,000 units |
| Pricing | Per unit and by product; custom quote based on deployment |
| Implementation | Approximately 30 days for most customers |
| Communication | Direct Slack access plus Customer Success and Product collaboration |
| PMS integrations | Yardi, RealPage, ResMan, and Entrata |
| Notable customers | Mark-Taylor Residential, CAPREIT, PLK Communities, Avanti Residential, McKinney Properties, and others |
| Notable partnerships | TransUnion, Mastercard, Wells Fargo, and multifamily industry associations |
| UNION on LinkedIn |
Frequently asked questions
What is Union?
Union is an AI-powered CRM built specifically for multifamily. It connects marketing, AI leasing, CRM, applications, leasing, renewals, and resident revenue on one renter record.
Who is Union built for?
Union is built for multifamily owner-operators and management companies running multi-property portfolios. It is particularly suited to operators consolidating point solutions, centralizing leasing, or expanding the role of AI across their operations.
Does Union replace my property management system?
No. Your PMS stays in place.
Union integrates with systems including Yardi, RealPage, ResMan, and Entrata and replaces many of the separate tools sitting around the PMS.
What makes Union's AI different?
Union's AI is built directly into the CRM rather than operating as a separate layer.
That means the AI and leasing team work from the same live renter record, including conversation history, prospect information, application status, and other relevant context.
Can Union work alongside a human leasing team?
Yes. Operators can determine where AI handles conversations and workflows and where people take over.
When a renter needs a person, Union supports a warm handoff so the leasing team receives the context of the interaction instead of starting over.
How quickly can Union be implemented?
Most customers go live in approximately 30 days.
Union's Customer Success team is on-site for kickoff and training, and customers continue working directly with Union through Slack after launch.
What products does Union offer?
Union's platform includes multifamily marketing, market intelligence, AI web chat, AI voice, AI CRM, Agent Assist, applications, leasing, renewals, Credit Builder, and Union Security Deposit.
How much does Union cost?
Union is priced per unit and by product. Pricing is a custom quote based on the products and portfolio you deploy.
Where is Union based?
Union is based in Austin, Texas and operates with a distributed team across the United States and internationally.
Who founded Union?
Ethan Lacey founded Union in 2018 and leads the company as founder and CEO.
Multifamily works better when the systems do too.
See what one renter record can change across your portfolio.