Reeco Strengthens Executive Leadership to Accelerate Global Expansion

Strategic HR and Finance Appointments Signal Maturity Phase for AI-Powered Hotel Procurement Startup

Reeco’s Talent Power Play: A Strategic Pivot Toward Growth

Reeco, an emerging player in the hospitality tech sector, has announced two pivotal leadership appointments as it looks to scale its AI-driven procurement platform for hotels. The company has named Naama Engel as Vice President of Human Resources and Guy Ben-Bassat as Vice President of Finance. Both hires bring a wealth of experience from high-growth tech environments and are expected to play key roles in fortifying Reeco’s operational backbone.

Engel joins the company after serving as Chief Human Resources Officer at the Travelier Group, where she managed HR strategy during a critical period of expansion and mergers. Her resume includes stints at WeissBeerger and Amdocs, bringing both corporate and startup experience to the table. With academic credentials in psychology and organizational behavior from Tel Aviv University, Engel is poised to lead Reeco’s people strategy during a time of increasing global reach.

On the financial front, Ben-Bassat brings extensive experience in startup finance. He previously held senior finance positions at Growthspace, Yotpo, and Nova, and began his career with Deloitte Israel advising American companies. His deep understanding of financial operations, fundraising, and fiscal scalability will be key as Reeco navigates global expansion.

Founded in 2022 by Henrik Shimony and Omri Shalev, Reeco provides a unified procurement platform that helps hotels streamline ordering, manage inventory, optimize culinary operations, and automate accounts payable (AP) processes. The system delivers real-time analytics for CFOs, general managers, and chefs alike—bridging the communication gap across departments through data transparency.

Reeco’s growth has been backed by \$25 million in venture funding from firms including Aleph, Net Capital, and Joule Ventures. With operations spanning the U.S., Israel, Europe, and Central America, and a growing team of over 50 employees, the company is clearly positioning itself for a more competitive global footprint.

What Undercode Say:

Reeco’s recent executive appointments reveal a calculated strategy for long-term scalability. By bringing in senior professionals with a track record in both hyper-growth startups and corporate environments, the company is signaling a readiness to move beyond its early-stage startup identity into a more mature, globally ambitious phase.

Naama Engel’s appointment is especially timely. As the hotel industry rebounds from post-pandemic turbulence, talent acquisition, retention, and culture-building have become critical to tech startups that rely on rapid iteration and international hiring. Engel’s experience at Travelier, a company that dealt with complex integrations, aligns well with Reeco’s future needs as it continues to enter new regional markets and cultures.

On the financial side, Guy Ben-Bassat is a prudent choice for scaling operations. Reeco has already secured substantial investment and operates in multiple regions; with that comes the complexity of multi-currency budgeting, global compliance, and investor relations. His background in advising U.S. companies and managing finances for VC-backed startups equips him to maintain both agility and financial discipline.

Reeco’s platform is already addressing a significant pain point in the hospitality industry. Traditionally fragmented and highly manual, procurement in hotels often involves disconnected systems, delayed data, and unnecessary waste. Reeco’s AI-backed solution, which offers real-time analytics and workflow automation, provides a unifying layer that integrates seamlessly with culinary and financial operations.

The inclusion of chefs as platform users is a noteworthy differentiator. Most procurement tools cater primarily to finance or operations, but Reeco’s cross-functional usability enables kitchen teams to make informed decisions about ordering and waste management, directly impacting profitability.

This move towards strategic hiring comes at a time when AI in hospitality is rapidly evolving. From predictive inventory to automated vendor matching, the sector is becoming more data-reliant. Reeco is aligning itself with this trend by not only enhancing its tech but also its human capital—ensuring it can sustain growth, compliance, and innovation simultaneously.

Looking ahead, these hires might also hint at future plans beyond procurement. A robust HR and finance leadership team often precedes initiatives like M\&A, deeper integrations with hotel management software, or even vertical expansions into other hospitality services like maintenance or guest services.

🔍 Fact Checker Results:

✅ Reeco was founded in 2022 by Henrik Shimony and Omri Shalev
✅ The company has raised \$25M from Aleph, Net Capital, and Joule Ventures
✅ Naama Engel and Guy Ben-Bassat have extensive HR and finance experience, respectively, in tech startups

📊 Prediction:

Reeco is likely preparing for a Series B funding round within the next 12 months, driven by its executive strengthening and global market presence. With Engel and Ben-Bassat on board, the company may also explore partnerships with large hotel chains or consider integrations with broader hospitality software ecosystems. If executed well, Reeco could position itself as a category-defining platform in hotel procurement tech by 2026.