LAS VEGAS — Reins has launched Valuation, a standalone artificial intelligence (AI)-powered product designed to help contractors determine what their businesses are worth and identify factors that can affect company value.

The product uses owners’ financial and operating data to generate a current business valuation. It also analyzes the data to identify factors driving the valuation, benchmark the business against peers, and highlight opportunities for improvement.

Valuation can use data from platforms including QuickBooks and ServiceTitan. The product provides owners with a current estimate of their company’s value, insight into factors affecting that value, and guidance on potential next steps.

Reins initially developed the technology to support its Incentives product. That product helps owners establish long-term incentive plans, including phantom stock and stock appreciation rights (SARs), along with short-term profit-sharing plans.

The company said it identified a broader need among contractors for greater visibility into business value while developing the technology.

“Independent business owners spend years building companies that support their families, their employees and their communities, but they haven't always had access to the same sophisticated tools larger companies use to understand and grow their value,” said Chris Buttenham, co-founder and CEO of Reins. “We want to change that.”

According to Reins, Valuation begins with a contractor’s financial and operating data. Its AI agents then analyze the information to determine the factors influencing business value and compare the company with peers.

Owners can use the resulting information to establish key performance indicators (KPIs) and targets. They can also use Reins’ Incentives product to connect those goals with long- or short-term employee incentive plans.

Reins said Valuation and Incentives operate using the same data and are designed to work within an owner’s existing business operations. The company said the products do not require a consultant or add administrative work.

Reins has raised $5.5 million from Album, Better Tomorrow Ventures, Torch Capital and Animo Ventures. The company said its goal is to give independent business owners access to tools traditionally used by larger companies and private equity-backed businesses.

For HVAC contractors, the product introduces a way to connect financial and operating data with business valuation, employee incentives and performance targets.