The Operating Layer for Hospitality's Back Office: Why We Invested in Reeco

Dallas Venture Capital is excited to welcome Reeco to the DVC portfolio, alongside existing investors including Aleph, Net Capital Ventures, and Joule Ventures.

Hospitality has invested heavily in the guest experience. The back office that supports it has not kept pace. Purchasing, receiving, inventory, invoices, and payments still move across spreadsheets, emails, PDFs, supplier portals, and systems that were never designed to work together.

Reeco is the AI-powered procure-to-pay platform built specifically for hospitality. It gives hotel operators control over what they spend, how they comply, and what it costs, from order to invoice to payment, in one platform. Today, Reeco is in place at nearly 1,000 hotels across North America.

Read on to find out why we invested in Reeco.

Hospitality's Back Office Has a Timing Problem

Hotels run on a constant flow of purchasing decisions across kitchens, bars, housekeeping, and engineering, often with many suppliers and a large, changing inventory.

Yet in most hotels, the financial truth of those decisions arrives late.

Purchasing happens in one place. Invoices arrive in another. Inventory is tracked somewhere else. Finance teams reconcile after the fact, and operators often learn about a cost issue only when it shows up as a variance on the P&L. By then, the money has already been spent.

This is the core problem we see in hospitality's back office. It is not only a lack of digitization. It is a lack of timing. The information operators need exists, but it reaches them after the moment they could have acted on it.

In an industry where margins are made property by property, closing that gap matters.

What Reeco Is Building

Reeco connects the workflows that decide what a hotel buys, what it receives, what it spends, and what reaches the bottom line:

• Purchasing and Receiving: Ordering from suppliers in one place while working alongside existing supplier relationships.
• Inventory: Connecting what is on hand to what is being purchased.
• Culinary: Linking recipes to purchasing and inventory decisions.
• Accounts Payable: Automating invoice workflows and coding.
• Payments: Carrying the workflow through to payment.

Intelligence is built into the workflow. Reeco's AI codes invoices, builds carts from purchasing history and inventory, and enforces compliance at checkout, so operators see spend before it becomes a variance.

Reeco also integrates with systems hotels already use, including M3, Toast, and ProfitSword. Operators do not need another standalone tool. They need the tools they already rely on to work together.

From Platform of Record to System of Action

A system of record tells an operator what happened. A system of action helps decide what should happen next.

Reeco is building toward a back office where software can recommend purchases, manage inventory actions, match invoices, process payments, and enforce purchasing policies with less manual intervention. We see that progression in four steps:

Record → Connect → Understand → Act

By connecting the full procure-to-pay workflow, Reeco is building the foundation that more autonomous back-office operations will require. Its AI capabilities today are early steps in that direction.

Why We Invested

1. A clear, costly problem in a large and fragmented market
Fragmented back-office workflows create manual work, limit visibility, and make it harder for operators to control costs. This is the kind of fundamental operational problem DVC looks to back.

2. Breadth of platform, built for hospitality
Reeco connects purchasing, AP, inventory, culinary, supplier workflows, and payments in a product built around how hotels actually operate.

3. Ecosystem positioning
Integrations with M3, Toast, and ProfitSword place Reeco within the existing hospitality technology stack. These relationships can become important channels for adoption and expansion over time.

4. Proven adoption
Nearly 1,000 hotels across North America show strong demand for a connected back office built specifically for this market.

5. Founders with domain and technical depth
Henrik Shimony, Co-Founder and CEO, brings direct experience working within hotel operations. Omri Shalev, Co-Founder and CTO, brings marketplace and infrastructure experience from Microsoft and Azure Marketplace. That combination matters in a market where software has to fit the workflow, not the other way around.

As Dayakar Puskoor, Our Founder and Managing Partner puts it:

"We are excited to partner with Reeco. Reeco is already a platform of record in hospitality, solving a clear operational problem in a large and diverse market with a team that understands the industry deeply. Beyond capital, we look forward to accelerating Reeco's momentum through our network and the DVC Advantage, including customer and relationship development, strategic partnerships, and go-to-market. We are excited to build this partnership together."

The DVC Advantage: Why Hospitality Is Where We Bring More Than Capital

Hospitality is a relationship-led market, and the buying decision rarely sits in one place.

A hotel can involve an owner, a management company, a brand, and property-level teams across finance, culinary, and operations, each with a voice in which software gets adopted. Management companies often operate many properties, so the right relationship can open the door to an entire portfolio.

This is where DVC can be most useful.

Through our work with portfolio companies such as Docyt and Hippo, we have built relationships across hotel owners, management companies, operators, and hospitality technology partners, and have helped companies land and expand within the hospitality ecosystem.

Through the DVC Advantage, we will put that experience to work for Reeco across three areas:

• Customer and relationship development: Introductions to owners, management companies, and operators where Reeco can land and expand.
• Strategic partnerships: Building on Reeco's existing integrations and connecting the team with partners across the hospitality technology stack.
• Go-to-market: Working alongside the team on enterprise adoption and expansion as Reeco scales.

As Henrik Shimony, Co-Founder and CEO of Reeco shared, "When you raise money, you understand very fast that not all investors are the same. For us, it was never only about the money. We are lucky to be in a place where we can choose who we want next to us as we grow, and we chose Dallas Venture Capital because they truly understand hospitality. Through the DVC Advantage, they started opening doors for us even before they invested. We are very excited for what we are going to build together."

Looking Ahead

We believe the next generation of hospitality software will be defined not by how many workflows it digitizes, but by how well it connects them.

Purchasing should inform inventory. Inventory should inform culinary decisions. Invoices should tie back to what was ordered. Payments should close the loop. And increasingly, AI should help operators act on that information in the moment, not explain it after the fact.

Reeco is building that connected, increasingly intelligent back office.

We are excited to partner with Henrik, Omri, and the entire Reeco team as they build what comes next.

Welcome to the DVC portfolio, Reeco.