A Personal Update on Softinn

In 2012, I started Softinn together with my co-founder, Ken. At that time, we were just two people trying to solve a simple problem: helping independent hotels get more direct bookings through a better online booking engine.

We didn’t call it SaaS back then. We were simply a booking engine provider, building the product step by step and learning from our earliest hotel customers.

Softinn grew slowly because both Ken and I were busy with our core business. Ken was busy with his hotel business, while I was busy with IT outsourcing. In 2013, I decided to put more effort into growing Softinn. I started with one workday a week, but I quickly realized it wasn't enough. What started as a part-time for me became full-time (more than a full-time actually, because I was working day and night, seven days a week)

In 2014, I acquired all of Ken’s shares in Softinn. It was a mutual decision, made after several years of building the company together since its founding.

Ken and I went through the early startup journey side by side — from building the first version of the booking engine, to onboarding early hotels, to navigating the uncertainties of running a young startup with limited resources. I’m genuinely grateful for his role in those formative years of Softinn.

This transition brought clarity to the company’s ownership structure and allowed me to take full responsibility for Softinn’s next stage of growth.

Looking back, it also marked a natural turning point as Softinn continued to scale and expand its product offerings beyond its original booking engine focus.

Today, Softinn continues to focus on the same core mission it started with: helping hotels increase direct bookings and operate more efficiently with technology.

What began in 2012 as a small idea has grown into a long journey of building, learning, and adapting. I’m proud of how far we’ve come — and even more excited about what comes next.