At Vertus Group (“Vertus”), we believe that great ideas come to life when our businesses work together. That’s exactly what happened when companies in our hospitality vertical joined forces. They set out to create something new that would bring even more value to the businesses they serve. The result was Jonas Unify (“Unify”) and their Unify Customer Data Platform (CDP), designed as a single source of truth for guest information. The success of Unify illustrates Vertus Group’s commitment to supporting business growth, innovation, and long-term customer satisfaction.
Background
Vertus is a long-term acquirer of vertical market software businesses, a part of Jonas Software's portfolio of more than 185 companies. Our Jonas Hospitality businesses, under Vertus, uncovered an opportunity to solve a common challenge: fragmented customer data spread across multiple products and services.
By facilitating cross-business collaboration, Vertus and Jonas empowered Jonas Hospitality companies to co-create solutions that integrate seamlessly, enhancing their offerings. Unify’s Customer Data Platform, born from this collaborative effort, exemplifies how innovation and synergy can unlock new value and lay the foundation for future growth.
The Challenge
In hospitality, guest data is one of the most valuable assets a business has, but until recently, no one in the industry offered an effective way to manage it across every touchpoint of the customer journey. Property management systems, spa booking tools, golf tee sheet software, and restaurant reservation platforms each hold a fragment of the guest’s story. But those fragments rarely speak to each other.
The result? Staff often manage separate databases in different systems, never obtaining a complete picture of a guest’s preferences, history, and activity. Without that unified view, it’s impossible to consistently personalize the experience, anticipate needs, or maximize revenue opportunities. This is an industry-wide challenge affecting hotels and resorts, regardless of whether they use a Jonas Hospitality solution or those of their competitors.
The Mission
The objective was to break down data silos and deliver a complete view of the customer journey, enabling hospitality businesses to act on insights that would otherwise remain hidden. By bridging the gap between best-of-breed software and all-in-one platforms, Unify aimed to create a solution that enhances the guest experience, drives personalization, and ultimately increases customer value.
The Solution
Jonas Unify was designed to address this gap through the creation of its Unify CDP. At its core, a CDP creates a “golden record” of each customer. When a change is made in any connected system, such as booking a hotel reservation, rescheduling a tee time from morning to afternoon, or adding a spa treatment, that update is instantly pushed to every other connected system. This real-time synchronization ensures that staff and systems always have the latest, most accurate information, eliminating the need for manual re-entry or guesswork. By connecting Jonas Hospitality or third-party systems into a single guest profile, Unify empowers hospitality businesses to finally see and serve their guests as individuals, at every touchpoint, every time.
Implementation
The creation of Unify is unfolding as a unique project within Jonas Hospitality. Rather than integrating a newly acquired business, one was built. This effort has brought together a specialized team from multiple companies, all of which share an entrepreneurial mindset and the ability to wear multiple hats. The speed and success of Unify hinged on three core factors: leveraging resources within the portfolio, drawing on long-standing relationships between existing business units, and embracing the collaborative Vertus culture.
The development approach follows a philosophy of keeping processes simple, staying close to the customer, and focusing on solving problems rather than adhering to rigid plans. The team is working directly with early adopter customers, spending time on-site to observe operations and iterate quickly based on real-world feedback. One of these early adopters, a leading luxury resort and club, is helping to further establish the product. Their openness to collaborate allows the Unify team to test ideas in a live environment, shift priorities when needed, and reorder the roadmap based on what matters most. By focusing first on the integrations and features that deliver the greatest immediate value, the team is earning trust and building momentum that carries into their next phases.
Results & Outcomes
Unify CDP has unlocked benefits previously unavailable and has enabled new creations, such as the Unify Concierge app. This guest experience tool consolidates reservations and activities into a single itinerary. Staff can instantly generate itineraries based on a guest’s schedules and preferences, eliminating the need to toggle between systems or re-enter data. By consolidating information from various systems, Concierge utilizes 360-degree guest profiles in the CDP, allowing staff to provide tailored recommendations in real-time. This unified view is making staff more efficient and creating opportunities for personalized upselling, such as offering spa packages or unique dining experiences tailored to each guest. The success of these newly offered capabilities is strengthening the resort’s trust in Unify as a long-term partner. Conversations are already underway to expand Unify’s role within the property, clear evidence that the product is delivering lasting value today.
Jonas Unify exemplifies how collaboration between businesses can create innovative solutions that amplify the strengths of each company's product. For business owners looking to join the Vertus family, it’s proof that your technology doesn’t just get acquired, it becomes part of a larger ecosystem of growth, innovation, and customer-centric development.
Thinking of selling your software company? Vertus Group is ready to help you preserve your vision and take it to new heights by working together with our global network of business units to create solutions that benefit everyone.
Learn more here.
