Built by an STR operator who ran out of Sunday nights

Isabella Reyes spent three years managing a 6-unit STR portfolio across Miami Beach and Brickell before founding Strpricely. The units were performing — but the operations were held together with Sunday-night rate adjustments, a shared Google Calendar for permit renewals, and quarterly reminders to file Florida Tourist Development Tax before the deadline.

During Art Basel one year, Isabella's Brickell units were priced at $220 per night when comparable listings were clearing $380. She'd missed the 8-week event pricing window by setting rates the week before. That lost revenue — multiplied across 6 units for 5 nights — was the moment she started building a pricing engine rather than a spreadsheet.

The compliance side hit harder a year later. A Miami-Dade permit renewal slipped through the calendar cracks. The fine was manageable; the reinstatement process wasn't. Two weeks of lost bookings while the property sat unlisted during peak season.

Strpricely was built to solve both problems at once — because in practice, pricing and compliance aren't separate workflows. They're both managed by the same STR operator, usually on the same Sunday night.