At the Multifamily Innovation® & AI Summit, Brad Robins, Product Evangelist at Flex., delivered a compelling look into why the company is quickly becoming a transformative force in the multifamily space. With a mission to deliver the best rent payment experience for all, Flex. isn’t just a fintech brand—it’s an ally to residents and operators navigating the evolving expectations of today’s rental economy.
Brad opened with a story that grounded the room in reality. A career detour led him from the corporate tech world into live entertainment, a dream that was abruptly derailed in 2020 when the industry vanished overnight. For the first time, he found himself needing true financial flexibility—something that wasn’t readily available to him as a mortgage holder.
That moment stuck with him. So when the opportunity to join Flex. surfaced, he immediately saw the impact it could have: a product built for renters who, often through no fault of their own, need a better way to manage their largest recurring expense—rent.
Evolution Over Revolution
Flex. doesn’t pretend to reinvent the wheel. As Brad put it, “We’re not a revolutionary company—we’re an evolutionary one.” That simple but profound distinction is exactly what makes Flex. so effective in multifamily. It’s not about creating flashy tech for tech’s sake—it’s about solving a real pain point with simplicity, empathy, and scale.
Brad shared a story that perfectly captured the company’s ethos. During an early pitch meeting, a potential investor seemed disinterested—until the pitch was over. Then he looked up and said:
“I was just in China. And you know what I saw? People paying with their phones. The best brands make it as easy as possible for people to give them their money.”
That insight helped shape Flex.’s approach: make rent payment as seamless and intuitive as paying for a coffee—something that not only meets the expectations of modern consumers but also removes friction for property managers.
Powered by Scale, Driven by Empathy
Flex. has grown fast—serving 8 million units across 2,100 management companies—and they’re just getting started. December is projected to be the company’s first billion-dollar rent payment month, a staggering milestone when you consider that it took three years to process their first billion.
But the real value Flex. delivers isn’t just in scale—it’s in its alignment with the needs of the industry and its residents. Brad emphasized that technology must be rooted in value:
“It’s not just about the thing that’s the coolest or looks the nicest—it’s about delivering real solutions your residents actually want and actually benefit from.”
Innovation Through Collaboration
As a new member of the Multifamily Innovation® Council, Flex. is not just here to talk—they’re here to listen. Brad made it clear: innovation in multifamily can’t happen in isolation. The company is eager to learn from operators, collaborate on best practices, and tailor their consumer finance expertise to the unique challenges of this industry.
“At the heart of innovation is collaboration,” Brad said. “We want to bring our perspective—but also learn how to make it work for you.”
Flex. isn’t just helping residents split rent payments—it’s helping operators offer a competitive, resident-centric amenity that increases satisfaction, drives renewals, and supports profitability.
If you’re looking to enhance your resident experience while unlocking new NOI opportunities, Flex. might just be the evolution your portfolio needs.
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Learn more about Flex. at getflex.com, and explore more innovation showcases like this one at multifamilyinnovation.com.
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