Key Takeaways
- • Reeco, an AI-powered procure-to-pay platform for hospitality, secured Dallas Venture Capital (DVC) as a strategic investor and targets growth of more than 2,000 additional hotels over the next 24 months.
- • DVC's investment provides both capital and access to its extensive network of hotel owners, management companies, operators, and hospitality technology partners through its DVC Advantage program.
- • Reeco cofounders emphasized that DVC's deep hospitality relationships and understanding of the sector—not capital alone—made the partnership strategic; the firm builds on Reeco's January 2025 Series A funding round of $15 million.
- • The platform operates as an all-in-one hotel procurement solution covering purchasing, receiving, inventory management, accounts payable automation, and recipe costing, currently trusted by 1,000+ properties.
Summary
Reeco has added Dallas Venture Capital as a strategic investor to accelerate expansion within the hospitality sector. Founded in 2012, DVC specializes in enterprise software investments across hospitality and brings meaningful operational value beyond capital deployment. The firm's limited partner base consists primarily of hotel owners, management companies, and wealthy individuals in the hospitality space—a network DVC makes available to portfolio companies through its DVC Advantage program.
Omri Shalev, Reeco's cofounder and chief technology officer, characterized the investment as driven by execution rather than funding necessity. "There are a lot of opportunities for us, lots of great deals that are pending," Shalev told Hotel Business. "Now, we need to start to deliver and execute." He emphasized that hospitality is fundamentally relationship-driven, and that raising capital from the right strategic partner rather than any available source was critical to Reeco's growth trajectory. Henrik Shimony, Reeco's cofounder and CEO, reinforced this selectivity: "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."
The investment builds on Reeco's momentum in 2025, which included a $15 million Series A funding round announced in January. The company's all-in-one procurement platform streamlines purchasing, receiving, inventory management, AP automation, and recipe costing for hotel operators—addressing what Hotel Business has identified as one of the hospitality sector's most persistent operational challenges. With more than 1,000 properties currently using the platform and a target to add 2,000+ hotels within 24 months, Reeco is positioning itself as a critical infrastructure provider for hospitality technology.
Omri Shalev, Reeco's cofounder and chief technology officer, characterized the investment as driven by execution rather than funding necessity. "There are a lot of opportunities for us, lots of great deals that are pending," Shalev told Hotel Business. "Now, we need to start to deliver and execute." He emphasized that hospitality is fundamentally relationship-driven, and that raising capital from the right strategic partner rather than any available source was critical to Reeco's growth trajectory. Henrik Shimony, Reeco's cofounder and CEO, reinforced this selectivity: "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."
The investment builds on Reeco's momentum in 2025, which included a $15 million Series A funding round announced in January. The company's all-in-one procurement platform streamlines purchasing, receiving, inventory management, AP automation, and recipe costing for hotel operators—addressing what Hotel Business has identified as one of the hospitality sector's most persistent operational challenges. With more than 1,000 properties currently using the platform and a target to add 2,000+ hotels within 24 months, Reeco is positioning itself as a critical infrastructure provider for hospitality technology.
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