LAS VEGAS — June 25, 2026
Executive Summary
Reins has announced a strategic partnership with ProfitWorks to expand access to alternative equity programs for independent business owners. The collaboration combines Reins’ Modern Agreement for Rewards and Equity (MARE) platform with ProfitWorks’ incentive plan design, profit education, and coaching expertise to help businesses strengthen employee engagement, improve retention, develop leadership pipelines, and support long-term succession planning while allowing owners to retain business ownership.
Announcement Overview
Reins and ProfitWorks have entered into a strategic collaboration focused on helping privately owned businesses align employee performance with long-term business success. The partnership integrates technology, education, incentive planning, and business coaching into a unified offering that enables entrepreneurs to reward key employees without transferring ownership. According to the companies, the initiative is designed to improve succession readiness, strengthen organizational alignment, increase employee engagement, and provide independent businesses with practical tools to support sustainable growth and long-term value creation.
Key Announcement Details
- Announcement Type: Strategic Partnership
- Companies: Reins and ProfitWorks
- Announcement Date: June 25, 2026
- Primary Objective: Expand access to alternative equity programs for independent business owners.
- Combined Offering: Reins’ alternative equity platform integrated with ProfitWorks’ incentive plan design, profit education, and business coaching services.
- Alternative Equity Framework: Modern Agreement for Rewards and Equity (MARE).
- Primary Beneficiaries: Privately owned and independent businesses.
- Key Business Goals: Improve employee retention, employee engagement, leadership development, succession planning, and long-term business growth.
- Ownership Structure: Enables business owners to reward key employees without relinquishing business ownership.
- Employee Benefits: Creates owner-like incentives aligned with long-term company performance.
- Business Benefits: Connects employee performance with measurable business outcomes while strengthening accountability.
- ProfitWorks Client Benefit: Access to Reins’ MARE framework and alternative equity platform.
- Platform Capabilities: Streamlined onboarding, simplified program implementation, centralized management tools, and compliance support.
- Leadership Development: Helps businesses develop internal leadership pipelines and succession readiness.
- Succession Planning Focus: Supports long-term business continuity while preserving owner control.
- Talent Strategy: Helps privately owned businesses compete for, retain, and motivate key employees.
- Growth Strategy: Combines technology, incentive plan design, coaching, and profit education into a unified solution.
- Target Outcomes: Stronger employee engagement, improved organizational alignment, enhanced enterprise value, sustainable business growth, and long-term succession readiness.
Strategic Partnership Announcement
Reins announced a strategic partnership with ProfitWorks to broaden access to alternative equity solutions for privately owned businesses.
According to the companies, the collaboration combines Reins’ technology platform with ProfitWorks’ experience in incentive plan design, profit education, and business coaching. Together, the organizations intend to help business owners establish programs that connect employee performance with measurable business outcomes while maintaining owner control.
The partnership is designed to support organizations seeking practical approaches to employee retention, leadership development, succession preparation, and long-term organizational growth.
Combining Technology and Incentive Planning
The partnership brings together complementary capabilities from both organizations.
According to the announcement, Reins contributes its alternative equity platform, while ProfitWorks provides experience in designing incentive plans and delivering profit education and coaching programs.
The combined offering is intended to help entrepreneurs:
- Reward key employees
- Improve accountability
- Strengthen organizational engagement
- Develop future leadership
- Support long-term business continuity
- Maintain ownership control
The companies stated that integrating these capabilities creates a more comprehensive solution for independent businesses seeking structured employee incentive programs.
Aligning Employees With Business Growth
The announcement emphasizes the importance of aligning employee contributions with overall business performance.
According to Reins, alternative equity programs provide business owners with an additional mechanism for recognizing key employees while encouraging long-term participation in organizational success.
The companies stated that these programs are intended to reinforce business objectives by helping employees better understand how their daily efforts contribute to broader organizational performance.
Leadership Commentary
Chris Buttenham, Co-founder and Chief Executive Officer of Reins, said:
“We offer these owners a better way to reward key employees and plan for the future without giving up ownership.”
According to the company, the partnership combines Reins’ technology with ProfitWorks’ long-standing expertise in helping entrepreneurs build cultures centered on accountability and long-term engagement.
Expanding Access to the MARE Framework
Through the collaboration, ProfitWorks clients will gain access to Reins’ Modern Agreement for Rewards and Equity (MARE) framework.
According to the company, the framework enables business owners to establish customized alternative equity programs tailored to their organizations and workforce requirements.
Reins stated that its software platform supports implementation through:
- Streamlined onboarding
- Simplified administration
- Centralized management tools
- Compliance-focused recordkeeping
The company indicated that these capabilities are designed to simplify ongoing program administration for leadership teams.
Supporting Long-Term Business Success
The companies stated that the partnership is intended to help privately owned businesses strengthen long-term organizational performance.
Areas of focus include:
- Employee engagement
- Leadership development
- Business succession readiness
- Enterprise value creation
- Performance alignment
- Talent retention
According to the announcement, education, coaching, and technology are combined into a unified approach that supports sustainable business growth while creating opportunities for key employees to participate in organizational success.
Leadership Commentary
Alex Freytag, Founder of ProfitWorks and Expert EOS Implementer™, said:
“We’re helping entrepreneurs build stronger companies.”
The company stated that Freytag views the partnership as a practical approach for helping business owners connect employee performance with company success through scalable incentive solutions.
Succession Planning Remains an Important Focus
The announcement highlights succession planning as one of the principal motivations behind the collaboration.
According to the companies, research indicates that approximately one-third of business owners either lack a succession plan or remain uncertain about what will happen to their businesses when they eventually leave.
The partnership is intended to help entrepreneurs prepare for long-term ownership transitions by combining leadership development with structured employee incentive programs.
Building Stronger Leadership Pipelines
The companies stated that developing future leaders represents another central objective of the partnership.
According to the announcement, organizations can strengthen internal leadership by:
- Recognizing high-performing employees
- Encouraging long-term commitment
- Increasing accountability
- Supporting ownership-oriented thinking
- Aligning incentives with organizational objectives
The companies believe these initiatives contribute to stronger organizational continuity while supporting future succession planning.
Helping Independent Businesses Compete for Talent
According to the announcement, privately owned businesses continue seeking practical methods for attracting and retaining skilled employees.
The partnership aims to support these organizations through:
- Alternative equity solutions
- Performance-based incentive programs
- Business coaching
- Profit education
- Leadership development resources
The companies stated that these combined capabilities provide business owners with additional tools to strengthen workforce engagement while supporting continued growth.
About Reins
Founded in 2023, Reins is a technology company focused on helping privately owned businesses improve employee retention through alternative equity solutions. Its proprietary Modern Agreement for Rewards and Equity (MARE) program enables business owners to establish legally binding, customizable reward programs that provide owner-like benefits for key employees while preserving ownership. According to the company, every plan is securely maintained within the Reins platform to support compliance and efficient administration.
About ProfitWorks
ProfitWorks specializes in incentive plan design, profit education, and business coaching for organizations seeking stronger employee alignment and long-term business performance. Founded by entrepreneur and Expert EOS Implementer™ Alex Freytag, the company has helped hundreds of business owners since 1996 develop cultures focused on accountability, profitability, employee engagement, and sustainable growth.
Media Contact
For additional information, visit myreins.com.
Source Attribution
Source: Company announcement
