Booking Ninjas
“Can a Salesforce-native PMS replace fragmented hospitality/property tech stacks by leveraging the CRM as the operational backbone?”
Founded2016
HQMiami Beach, Florida, United States
Latest roundSMBX Small Business Bond (NINJ), 2023
IndustryVertical SaaS / Hospitality & Property Management
The story
Booking Ninjas began in 2009 as an operator of vacation homes and hotels frustrated by expensive, ill-fitting PMS tools. The team built its own system, and by 2012 rebuilt it natively on Salesforce, positioning Booking Ninjas as a Salesforce-native property management platform rather than a standalone SaaS. The 2023 SMBX bond raise signals a small, bootstrapped growth path rather than institutional venture capital.
Last 12 months
Product timeline
2009
Founding team begins running vacation homes/hotels and evaluates existing PMS tools· pivot
2012
Adopts Salesforce as the underlying platform for its own PMS build· pivot
2016
Booking Ninjas incorporated as a Salesforce-native PMS company· banking
2023
Launches NINJ Small Business Bond fundraise on SMBX platform· acquisition
The stack
2 layers disclosed in Booking Ninjas’s embedded-finance stack
Accounting
in the full report
Accounting gap: minor
7 more providers across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.