Loftey: an Innovative Way to Save Money Finding Your Next Apartment


A Disruptive Rental Platform with a Unique Take on Financial Incentives

Ori Goldman and Corey Lerner started Loftey with one goal: make it easy for people to rent apartments online in New York. As they saw it, the current system was broken: searches required multiple websites and market rent was only continuing to climb. The disruptive real estate startup’s two founders aimed to help city dwellers find places to live by providing an intuitive viewing platform with unique financial incentives for people looking to rent.


Working With Loftey to Innovate and Scale

We helped Loftey further develop their initial product and find new ways to engage with their customers. Working agile made it easy to integrate with Loftey’s existing team and conquer new projects more efficiently. As with most of the projects Rootstrap takes on, we started Loftey with an all-team roadmapping session and broke down the development work into short, two week sprints.

Dividing the build into smaller sections allowed us to frequently iterate on the product and ensure we were shipping features people actually wanted to use. Augmenting Loftey’s existing team with our own POs, strategists, designers, and engineers created a truly cross-functional development powerhouse. Having the backing of a large team allowed Loftey to ideate and implement better features with shorter turnaround times.


3 Years and 12,000 Users Later…

Unlike the majority of 2–3 week product development sessions, Loftey is an ongoing project that started soon after their MVP was built. We worked side-by-side with Loftey’s existing team to iterate on their initial product and provide a scalable format for web development. Working with Rootstrap has allowed Loftey to grow their core team and focus on their business without having to worry about onboarding more developers.

Since starting with the Rootstrap team, our ongoing support has helped Loftey achieve over $500,000 in revenue and grow to over 20 employees–and if experience has shown us anything, this is just the beginning.




CEO and Co-founder of Neon Roots

Ben Lee is the co-founder and CEO of Neon Roots, a digital development agency with a mission to destroy the development model and rebuild it from the ground up. After a brief correspondence with Fidel Castro at age nine, Ben decided to start doing things his own way, going from busboy to club manager at a world-class nightclub before he turned 18. Since then, Ben has founded or taken a leading role in 5 businesses in everything from software development to food and entertainment.