About HomeBook

Built for the lifetime of every home

We believe every home deserves a digital foundation that lasts as long as the building itself.

Our story

A continuous digital hub for the home

HomeBook was born from experience on both sides of the new-build industry - developers losing hours to manual processes, and homebuyers left frustrated with scattered documents.

We asked why no one had built a single platform to centralise and automate information, communication and workflows across the entire customer journey - and why the home, our most important asset, did not have a continuous digital hub.

That question united property experts and technology leaders with one mission: help developers deliver seamless handovers and provide homeowners with a lasting hub for the home.

HomeBook founder Alex Minashi presenting the HomeBook vision at Web Summit — Presenting HomeBook’s vision at Web Summit

How we build

Five principles behind the product

Practical principles grounded in the realities of property delivery, customer care and long-term operation.

01
Build for the lifetime of every home
Design the record to remain useful from development and handover through occupancy, management and ownership change.
02
Turn information into confidence
Connect every status, decision and supporting record so each participant knows what is true and what happens next.
03
Simplify the complex
Translate multi-team property journeys into clear actions, exceptions and approval points.
04
Create accountability through transparency
Make ownership, progress and evidence visible without removing human control of consequential decisions.
05
Innovate with purpose
Apply automation and AI where it reduces effort, improves the experience and creates measurable operational value.

Leadership

Residential development expertise meets world-class AI and enterprise software.

HomeBook combines first-hand residential development and operational experience with proven expertise in AI, enterprise software and product delivery.

Alex Minashi

Founder & Chief Executive Officer

Alex has extensive experience in the UK housebuilding sector, having led major developments and overseen PropTech rollouts across a 20,000-home portfolio. He previously mentored start-ups through Europe's leading PropTech VC, Pi Labs, bringing deep industry insight to HomeBook.

Feisal Ahmad

Co-Founder & Chief Product Officer

Feisal brings over 25 years of digital leadership, including more than 8 years specialising in AI across multiple industries. He has designed and delivered large-scale technology platforms that help organisations scale through secure, user-focused systems.

Rob Murray-Rust

Co-Founder & Chief Technical Officer

Rob brings 25 years of experience at the intersection of finance and technology, including leading Data Science and AI for BlackRock's private markets division. He has patented advanced machine learning platforms that help organizations scale through secure, user-focused systems and cutting-edge, delightful brand experiences.

Dr. Ervin Domazet

Chief Delivery Officer

Dr. Domazet brings over 15 years of engineering and leadership experience, having founded and scaled multiple technology ventures. Holding a PhD in IT with focus on system architecture and AI integration, he ensures HomeBook's secure, scalable foundation.

Senior advisers

Experience from ownership, development and operations

Senior property leaders bringing eight decades of investment, development and operating experience.

Michael Beattie

Strategic Adviser

Michael brings over 35 years in institutional real estate. As Grosvenor’s CIO for 12 years, he oversaw investment transactions and a $4.1 billion North American portfolio. His owner-side perspective helps ensure HomeBook supports the operational control, data visibility and long-term asset performance major owners expect.

Graeme Silvera

Strategic Adviser

Graeme brings over 30 years across residential, commercial and mixed-use development. A former Ivanhoé Cambridge VP of Development, he led major urban masterplans and has helped execute Sen̓áḵw, a 6,000-home net-zero community. His experience helps ensure HomeBook can handle complex delivery, handover and stakeholder coordination at scale.

Yosh Kasahara

Strategic Adviser

Yosh brings 20 years of experience working for multi-family developers in Metro Vancouver. As past COO of Alabaster Homes, he led sales, marketing, customer service and corporate operations. His experience helps ensure HomeBook fits developer and buyer workflows from sale through post-occupancy.

Senior adviser perspectives

Why experienced operators believe in HomeBook

“After seeing the technology in action, I am convinced that Homebook will remove the pain points and frustration of the process that all developers, owners and building managers experience in the home delivery continuum and ultimately provide a massive return on investment to all who deploy it at a project scale or more so at an enterprise scale.”

Graeme SilveraHomeBook Adviser

“I have implemented multiple technology platforms within development companies, and none compare to the breadth of scope, and intuitive functionality of HomeBook -- I believe that this product will become the new standard for our industry.”

Yosh KasaharaHomeBook Adviser

“I agreed to join Alex’s team because HomeBook provides a better customer and developer experience than other alternatives I’ve seen on the market. HomeBook's ability to reduce administrative costs so people can focus on value creation is significant”

Michael BeattieHomeBook Adviser

Recognition & ecosystem