Reins and ProfitWorks partner to help independent businesses owners expand their access to alternative equity programs

Collaboration allows entrepreneurs to reward key employees and create a plan for succession without giving up ownership

Reins, a pioneering technology firm dedicated to empowering privately owned businesses through alternative equity solutions, has announced a strategic partnership with ProfitWorks, a company specializing in incentive plan design and profit education training, to help small business owners improve employee retention, engagement and succession planning.

The partnership combines Reins’ alternative equity platform with ProfitWorks’ expertise in incentive plan design, profit education and business coaching. Together, the companies will help independent businesses connect performance to business outcomes and develop leadership pipelines that support long-term growth and succession readiness while preserving owner control.

Recent studies show roughly one-third of business owners either have no succession plan or are unsure of what will happen to their business when they leave, underscoring how important it is for independent business owners to plan for the future.

Aligning Employees with Growth

“The ProfitWorks team has spent decades helping entrepreneurs create a culture of accountability and ownership where employees understand how their actions impact business performance,” Reins co-founder and CEO Chris Buttenham said. “At ProfitWorks, Alex (Freytag) has built an incredible program that helps business owners engage employees in the company’s long-term success. By combining their expertise with our platform, we offer these owners a better way to reward key employees and plan for the future without giving up ownership.”

Through the new partnership, ProfitWorks clients will gain access to Reins’ Modern Agreement for Rewards and Equity (MARE) framework, which enables business owners to create alternative equity programs tailored to their goals and workforce. Reins’ platform helps ProfitWorks clients seamlessly implement alternative equity solutions using a streamlined onboarding process and simplified management tools for leadership teams.

Supporting Long-Term Success

“Business owners have always wanted a better way to connect employee effort to company success,” said Freytag, who is also an Expert EOS Implementer (Entrepreneurial Operating System®). “What impressed me about Reins is its ability to turn these principles into a practical, scalable solution for business owners. Together, we’re helping entrepreneurs build stronger companies by creating a deeper sense of ownership, accountability and engagement.”

The partnership reflects a joint commitment to helping privately owned businesses compete for talent, improve employee engagement and increase enterprise value. By combining education, coaching and technology, Reins and ProfitWorks will provide business owners with the tools they need to drive sustainable growth, develop future leaders and strengthen long-term succession planning while creating opportunities for key employees to share in the success they help generate.

For more information about Reins, visit myreins.com. For more information about ProfitWorks, visit profitworksllc.com.