Reins, ProfitWorks Partner on Equity Programs

Deal targets independent businesses

logos — Reins & Profitworks/Roofing Contractor

LAS VEGAS — Reins and ProfitWorks announced a partnership to help privately owned businesses create alternative equity programs aimed at employee retention, engagement and succession planning.

The collaboration combines Reins’ alternative equity platform with ProfitWorks’ work in incentive plan design, profit education and business coaching. The companies said the partnership is intended to help business owners connect employee performance to business outcomes while preserving owner control.

Reins said ProfitWorks clients will gain access to its Modern Agreement for Rewards and Equity framework, known as MARE, which allows business owners to create alternative equity programs tailored to their goals and workforce.

“Business owners have always wanted a better way to connect employee effort to company success,” said Alex Freytag, founder of ProfitWorks. “What impressed me about Reins is its ability to turn these principles into a practical, scalable solution for business owners.”

Chris Buttenham, co-founder and CEO of Reins, said the partnership will help owners reward key employees and plan for the future without giving up ownership.

The companies said the partnership also is designed to help independent businesses develop leadership pipelines and improve succession readiness.

Reins, founded in 2023, provides alternative equity and incentive programs for privately owned businesses. ProfitWorks, founded in 1996, provides incentive plan design, profit education training and coaching services.