PeopleVine lands growth funding from Recurring Capital to build out hospitality AI

What's the deal? PeopleVineDealroom has a profile for this one. Try Dealroom →, a Chicago-based customer relationship management (CRM) platform for hospitality, has raised a multi-million-dollar growth equity round led by Recurring Capital PartnersDealroom has a profile for this one. Try Dealroom →. The company serves private clubs, hotels, resorts, stadiums, and restaurants across more than 20 countries.

What's the endgame? PeopleVine builds a "living profile" that ties together identity, membership, preferences, payments, reservations, and visits for guests and members. The new capital will fund its AI product roadmap, payments infrastructure, and international expansion.

Why AI? The company wants to turn the data already inside its platform into something operators can act on. "The opportunity isn't simply to add AI features to the interface," said chief technology officer and co-founder Jordan Gilman. "It's to make the depth already inside Peoplevine more accessible and actionable."

What's the investor thesis? Recurring Capital Partners frames PeopleVine as a capital-efficient bet in a growing niche. "Peoplevine is exactly the kind of high-growth, capital-efficient company we're excited to support, led by a proven management team," said managing partner Brian Henley.

Chief executive officer Boren Novakovic said the company has spent more than 12 years helping clients build guest relationships, and that "AI gives us an entirely new way to unlock it."

The signal: Hospitality remains a large, fragmented market where personalisation is still mostly manual. PeopleVine's raise reflects a wider bet that vertical CRM platforms — armed with AI and their own troves of customer data — can move operators from searching records to acting on them.

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Image credit: Ken Lund