Founder Spotlight: Jonah Hanig, CEO

Could you introduce yourself and share the story behind founding Rove? What inspired you to start this journey?

I started Rove in the summer of 2021 after starting a different software company and going through Y Combinator. I had recently moved to California, and I was living in different furnished properties with friends because we did not want to be locked into a 12 month lease. We had dramatically inconsistent experiences across the properties we stayed at and platforms we used to book (primarily brokers). It was an eye-opening experience that inspired the idea for Rove – to build a marketplace for luxury monthly property rentals that could be booked instantly.

What were some of the biggest challenges you faced while building Rove, and how did you overcome them?

After Rove launched, we had considerable momentum and pressure to grow quickly, which led us to open up 7 markets in our first year. Launching 7 markets was a mistake because it spread us too thin operationally, and we lacked some focus. We consolidated to 3 core markets, and since then have grown much faster and more efficiently.

How would you describe Rove's core philosophy and company culture? How do you ensure these are reflected in your team and operations?

The Rove team is extremely ambitious and hardworking, but at the same time we have a very collaborative atmosphere with the feeling that everyone is on the same team. I am very fortunate to be surrounded by incredibly talented colleagues, and I do my best to keep everyone pointed at the same goal. Each person makes their own decisions about how to focus their time and efforts, collaborating together on the best approach to reach our North Star metrics.

A Day in the Founder's Life: What does a typical day look like for you as the founder of Rove? How do you balance strategic planning with day-to-day operations?

I try to spend a lot of time talking to our customers (homeowners and renters) and we are always thinking about how we can deliver a better experience for our clients while also making our business more scalable, so we can make a bigger impact on more people.

Regarding specifics on day to day, I spend time discussing strategy and providing feedback across various parts of the company, but I also make lots of contributions as an individual contributor, vital for the founders of any early stage company to understand the pain points of scaling a business.

Rove operates in a highly competitive industry. What innovations or unique approaches have you introduced to stay ahead?

We are now the largest luxury rental marketplace in New York City, enabled by a really unique business model that provides owners the opportunity to make more money with monthly rentals while aligning Rove’s interests with the owners.

Customer experience is pivotal in the travel and accommodation sector. How does Rove prioritize and enhance customer satisfaction?

I live in a building that has a Rove unit, and I try to greet and get to know our guests in the building whenever possible. I even participate in troubleshooting for them and trying to understand what we can do to provide a better experience.

Looking ahead, what are your aspirations for Rove in the next five years? Are there new markets or services you're aiming to explore?

Our aim is to become the largest global monthly luxury rental marketplace, but that starts with having a foothold across the US. We plan to focus on other major city centers with high end properties and global clientele.

What advice would you give to aspiring entrepreneurs looking to start their venture in the travel and accommodation industry?

Just get started. Start building a product and talking to customers. Nothing else matters.

Where is your favorite destination you’ve visited, and why?

I love the South of France – the climate, energy, food, and people make it one of the most exciting places in the world. Europeans know how to vacation. I have a college friend from there with a couch I can crash on which makes traveling all the more accessible.

What is something that most people don’t know about you?

I placed 76th in the 2021 New York City Marathon, the same year I founded Rove. It was a lot of training and work but the most rewarding race I ever ran.