About Actabl

Where we’ve come from, where we’re growing

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Our Mission

Actabl is on a mission to scale hospitality’s warmth through intelligent operations. We're building a platform that combines insights and operations to create a living playbook for hoteliers that sets a new standard for hotel operations.

Our History

Each of the companies that now form Actabl has its own unique story. The company that would one day become Transcendent was founded in 1987.  ProfitSword was an idea born in 2001 in Orlando. In 2007, Hotel Effectiveness entered the hospitality industry. ALICE was started by friends at the University of Pennsylvania who knew there was a better way to deliver exceptional hospitality. All four became award-winning, best in class solutions.

Actabl began taking shape in 2019, when Alpine Software Group – Actabl’s capital partner – acquired Transcendent with a desire to invest heavily in hospitality B2B SaaS. In 2022, we officially launched Actabl. We plan to continue building industry-leading hospitality software companies, preserving their strengths and maintaining what makes them beloved by their customers while fostering collaboration and experimentation across our teams so that we can collectively better serve the industry.

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Our Team

Meet the Actabl Leadership Team.

John Crutchfield
John Crutchfield

Chief Integrations Officer

John Crutchfield
John Crutchfield

Chief Integrations Officer

John joined Actabl as part of the ProfitSword team. His journey in hospitality started in 2005 and he has broad leadership experience in Sales, Marketing, Customer Success, and Operations. He is an accomplished learner who is passionate about talent development, agile, and servant leadership. He has a deep respect for those “in the arena” and a track record of helping companies grow and win. John has served as Director, Vice President, and COO in multiple industries and at companies ranging from startups to those with a $6B market cap. He has a bachelor’s degree in MIS, an MBA, and multiple industry certifications. He lives in Central Florida with his wife and three children.

Jerimi Ford
Jerimi Ford

Chief Product Officer, Co-Founder

Jerimi Ford
Jerimi Ford

Chief Product Officer, Co-Founder

As co-founder of Transcendent, Jerimi led the organization's transformation to an enterprise SaaS solution processing millions of transactions daily and used by hundreds of thousands in over 90 countries. He's passionate about understanding user needs and building software with the best user experience possible. He believes users are the most important part of software because it's meaningless without them. Jerimi has been a technology enthusiast since receiving his first computer at 11 years old. His first professional software developer job was at COBOL at age 16. He's built systems from the ground up for companies like Tech Data, Tropicana, Time Warner, Comcast and Marriott.

Dmitry Koltunov
Dmitry Koltunov

ALICE Chairman, Co-Founder

Dmitry Koltunov
Dmitry Koltunov

ALICE Chairman, Co-Founder

Dmitry Koltunov is the co-founder and Chairman of ALICE. Dmitry is a startup technologist with a passion for driving innovation, and runs the Startup Leadership Program for New York. Prior to co-founding ALICE, Dmitry served as CTO of a SaaS analytics provider as well as SVP of Front Office Development for a large global hedge fund.

Jason Luo
Jason Luo

Chief Revenue Officer

Jason Luo
Jason Luo

Chief Revenue Officer

Jason Luo is the Chief Revenue officer of Actabl and the former CEO of ALICE. Previously, he was the COO of Paradigm leading product, engineering and payments. Jason has had a track record of leading sales and customer success teams at a growth stage SaaS businesses, and he has also spent time at Vista Equity Partners and UBS Investment Bank on the hospitality real estate advisory team. Jason has an MBA from Kellogg and an undergraduate degree from UVA.

Mike Martin
Mike Martin

Hotel Effectiveness Chief Executive Officer, Co-Founder

Mike Martin
Mike Martin

Hotel Effectiveness Chief Executive Officer, Co-Founder

Mike joins Actabl as co-founder and CEO of Hotel Effectiveness. He’s a global hospitality operations expert, established solutions-oriented leader and developer of the first digital platform to help optimize hotel labor. Prior to launching Hotel Effectiveness in 2007, he spent 13 years with InterContinental Hotels Group, serving as Senior Vice President over operations, technology, worldwide reservations and guest relations. In 2022, he was named a Georgia Titan 100 leading c-suite executive. Mike earned his Masters of Business Administration and Management from Lancaster University in the United Kingdom and a Bachelor of Business Administration in Finance from The University of Georgia Terry College of Business.

Anu Sharma
Anu Sharma

Senior Vice President of Technology and Delivery

Anu Sharma
Anu Sharma

Senior Vice President of Technology and Delivery

Anu is the SVP of Technology and Delivery at Actabl. In her role, she is responsible for defining and driving the technology strategy to enable Actabl as a choice platform for hotel operations and analytics. Anu is a technology leader with 20+ years of success in transforming teams, building innovative solutions to drive business outcomes. Her prior experience includes medical informatics, multi-family and automotive solutions. Anu is passionate about Girls and Women in STEM and building up women leadership in technology. Anu has a bachelors and a master degree in Computer Science. She lives in Southlake, TX with her husband and 2 girls. She enjoys running, reading and traveling with family in her free time.

Steven Moore
Steven Moore

Chief Executive Officer

Steven Moore
Steven Moore

Chief Executive Officer

Steven Moore is the CEO of Actabl. Steven began his journey with Actabl as CEO of Transcendent which is now a part of the Actabl suite. Steven has also spent time as an investor at PRD Inc, a Houston-based family office focused on real estate, hospitality, and energy investing. Prior to PRD, Steven was an associate at Schneider Electric in the Energy and Sustainability Services Group. Steven holds an MBA from the Kellogg School of Management and a BA from Wheaton College (IL). He lives in Colorado with his wife and four children.

Scott Morris
Scott Morris

Chief People Officer

Scott Morris
Scott Morris

Chief People Officer

As Chief People Officer, Scott leads the People Ops team, and is accountable for ensuring that Actabl's most valuable resources - our people - have the tools, training, and thinking to advance the company's strategy and "WOW" our customers. Scott brings more than 20 years of experience architecting company cultures in both the U.S. and LATAM. His experience spans organizations of sizes ranging 15,000+ employees to startups, and crosses five different industries. He has been a trusted counselor and coach to executives across the United States. Scott holds a degree in economics from Occidental College in Los Angeles. As a "road warrior", Scott amassed nearly 7,000 guest nights across almost every major hotel brand.

Carleton Rawles
Carleton Rawles

Chief Strategy Officer

Carleton Rawles
Carleton Rawles

Chief Strategy Officer

As Chief Strategy Officer at Actabl, Carleton serves as a catalyst for strategic direction, discussion, and execution across the company. Carleton began at Actabl as VP of Sales & Marketing at Transcendent, where he led growth, and prior to that, was employee #7 at fintech software company MAXEX, where he helped build the company's sales, product, and business development functions. Before that, he served in the Teach for America Corps in Atlanta, GA. Carleton holds an MBA from Stanford Graduate School of Business and a BS in Mathematics from Washington & Lee University. He lives in San Francisco with his wife Jenny.

Robert Ryan
Robert Ryan

President and Chief Operating Officer

Robert Ryan
Robert Ryan

President and Chief Operating Officer

As COO, Rob is passionate about empowering the Actabl team as they find new ways to better serve our clients. Prior to becoming CEO of ProfitSword, Rob served as ProfitSword’s Chief Revenue Officer, and has a track record of helping software and services companies scale and better align to customer needs. Rob has an MBA from Kellogg and an undergraduate degree from Stanford. He lives in Arizona with his wife and three children and loves snowboarding, fly fishing, and coaching little league.

Halley Sheffield
Halley Sheffield

Senior Vice President of Marketing

Halley Sheffield
Halley Sheffield

Senior Vice President of Marketing

As Senior Vice President of Marketing, Halley leads the Actabl marketing team focusing on branding, messaging, digital and content marketing, product marketing, events, and everything in between. For over a decade, Halley has built marketing teams and strategies in B2B SaaS healthcare, corporate wellness, education, and agency settings. She is a double Demon Deacon with a Masters in Business Management and Bachelors in Psychology from Wake Forest University. Halley is based in Raleigh, NC and is an avid traveler and self-proclaimed hotel lover.

Matt Saeger
Matt Saeger

Senior Vice President of Customer Experience

Matt Saeger
Matt Saeger

Senior Vice President of Customer Experience

As Senior Vice President of Customer Experience, Matt oversees an Actabl team focused on delivering the best user experience throughout the customer journey. Before joining Actabl, Matt spent 10 years working within hotel Saas companies to support, implement, and onboard software that aligns with customer value in hotels across the world. He holds a Bachelor's Degree in Computational Media from Georgia Tech and currently lives in Georgia with his wife and two kids.

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Contact Us

Ready to be Actabl? Streamline operations with one cohesive system to deliver best-in-class guest experiences.

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