Exclusive interview with Rashed Hareb, Co-Founder and CEO of Rentify

Across your entrepreneurial journey, you’ve built businesses around consumer convenience and operational efficiency. How has that experience influenced your vision for the future of housing?

At its core, housing is one of the most important services people interact with, yet many rental experiences still rely on outdated systems, fragmented workflows and manual processes. Throughout my entrepreneurial journey, I’ve consistently focused on removing friction from everyday experiences and housing is no exception.

I believe that the future of housing will be defined by intelligent infrastructure rather than isolated products. Residents shouldn’t have to navigate multiple platforms for payments, agreements, maintenance, communication and rewards. Instead, these experiences should work seamlessly together. The next generation of housing will be digital, proactive and resident-centric, creating more transparency and convenience while improving operational efficiency for landlords and property managers.

Rentify has described its latest platform as an AI-native rental infrastructure. How do you see AI transforming the residential experience over the next few years?

We are moving beyond a world where AI simply provides insights. The next phase is AI taking action.

Over the next few years, residents will increasingly experience housing that feels responsive and predictive. Rent payments, renewals, maintenance coordination, document management and communication will happen with far less manual effort. Instead of reacting to issues, systems will anticipate needs and resolve them before they become problems.

For property managers and landlords, AI will automate many of the repetitive operational tasks that consume time today. For residents, that means faster service, clearer communication and a more seamless rental experience. We see AI becoming the invisible layer that continuously optimises the rental journey while allowing people to focus on what matters most, which is enjoying their homes.

How do renting behaviours and tenant expectations in the GCC differ from those in more mature rental markets globally?

The GCC rental market is unique because it combines rapid urban growth, a highly mobile population and a strong demand for convenience. Many residents are expatriates who value flexibility, speed and digital-first experiences.

In more mature rental markets, consumers have already become accustomed to monthly rent payments, digital agreements and online management tools. In parts of the GCC, there is still

significant reliance on traditional processes such as post-dated cheques and fragmented communication channels.

At the same time, tenant expectations in the region are evolving rapidly. Today’s renters expect the same level of convenience they receive from banking, e-commerce, and mobility platforms. They want transparency, flexibility, instant access to information and mobile-first experiences. This creates a significant opportunity to modernise rental infrastructure and bring the residential experience in line with other digitally transformed industries.

Beyond simplifying payments, what does an intelligent rental ecosystem actually look like in practice for residents?

An intelligent rental ecosystem goes far beyond processing transactions.

For residents, it means having a single platform that understands their rental journey and actively supports it. Payments happen automatically, reminders arrive at the right time, receipts are generated instantly, and agreements are managed digitally. Residents can access support, track important milestones, earn rewards on everyday rental activity and receive personalised recommendations that improve their experience.

The goal is to eliminate administrative burden. Renting should not feel like managing paperwork. It should feel as seamless as using a modern financial platform. The intelligence sits in the background, simplifying complexity while giving residents greater control and visibility.

You recently described Earn AI as more than a property tool and closer to an operating system for rental real estate. What does that distinction mean, and how does it reflect the future of housing?

Most technology solutions in real estate solve individual problems. Earn AI was designed differently.

An operating system becomes the foundation through which multiple functions work together. Earn AI combines rental revenue management, payment intelligence, tenant behaviour analysis, renewal forecasting, occupancy insights and operational automation into a unified platform.

The distinction is important because the future of housing will not be powered by disconnected software products. It will be powered by integrated intelligence. By continuously learning from rental performance, tenant interactions and portfolio-level trends, Earn AI helps property managers and landlords make better decisions while automating execution.

Ultimately, we believe housing is evolving into a data-rich, continuously optimised ecosystem. Earn AI is designed to become the intelligence layer that powers that evolution.

Do you envision a future where property managers spend less time on administration and more time focusing on resident satisfaction, community engagement and experience design?

Absolutely.

Property managers entered the industry to create value, not to spend their days chasing payments, managing spreadsheets or handling repetitive administrative tasks. As AI takes over routine workflows such as collections, reminders, reconciliation, renewals and reporting, property teams will be able to focus on higher-value activities.

The most successful residential communities of the future will differentiate themselves through resident experience. Community building, engagement initiatives, personalised services and proactive support will become increasingly important.

Technology should not replace human relationships. It should strengthen them by removing operational burdens. Our vision is a future where AI handles the administration, while people focus on creating better places to live. That is where the next chapter of housing is headed.