The Founder Changing Renting Forever: The Rise of Piñata
Opinions expressed by Entrepreneur contributors are their own.
You're reading Entrepreneur Asia Pacific, an international franchise of Entrepreneur Media.
Lily Liu, a Taiwanese-American serial entrepreneur, has been an innovator in govtech and financial empowerment throughout her entire career. Liu's current venture as the co-founder and CEO of Piñata, the nation's premier rewards and credit-building program for renters, is just the latest in a string of ambitious pursuits that define her career trajectory to date. With Piñata, Liu isn't just building a company; rather, she is building a movement designed to fundamentally change what it means to be a renter, with a mission to harmonize the relationship between landlord and tenant by using common sense and smart technology to create a win-win dynamic.
Piñata's premise is deceptively simple: leverage cutting-edge fintech, exclusive partnerships with the 3 major credit bureaus, and the power of targeted rewards to incentivize actions by doing things like early lease renewal that turn ordinary tenants into super renters. In other words, using behavior psychology to create win-wins that move the needle for both renters and landlords, alike. With millions of renters and thousands of property management companies already on the platform, the 'Powered by Piñata Network' is just getting started.
Piñata has grown exponentially from recent partnerships with best-in-class management systems like MRI Software and AppFolio, giving them a clear line of sight to over 10 million rental units, reaching 15 million renters, the equivalent of roughly 35% of the U.S. rental market. With this far-reaching approach, Piñata is proving that rent can be more than a sunk cost; it can be the starting point for credit, wealth, and dignity for renters all over the country.
Liu's entrepreneurial journey is deeply rooted in her personal story. Growing up in a tightly knit family of Taiwanese immigrants, working hard and understanding the value of entrepreneurial moxy has defined Lily's work philosophy ever since. This ethos of grit and savvy combined with a deep sense of mission, has allowed Lily to thrive where others have not. This includes her time at Carnegie Mellon University, where she pursued a Bachelor's and Master's degree in Public Policy and Management from the H. John Heinz III School, where she still found time to set up a free tutoring program for low-income middle school students in Pittsburgh. And if that's not enough, Lily even conducted a public surveillance art project that captured the balance between safety and privacy in urban living.
Following her graduation from Carnegie Mellon, Liu was just one of three applicants selected from hundreds to join the City of Long Beach Management Rotational Program, where she acquired skills in public works as well as large-scale IT infrastructure programs. Shortly thereafter, her acumen and analytical rigor took her to New York City, where she became the youngest analyst at the Department of Education under Mayor Bloomberg's administration. While she was there, Lily assisted in managing a $20 billion budget that involved sophisticated financial planning, navigating a complex bureaucracy, and even negotiating contracts with the teachers' unions. Her time at the Bloomberg administration not only taught her how to build and manage complex civic systems, but it also exposed her to the profound inefficiencies and structural inadequacies of government at scale.
This inherent problem ultimately led to Liu's very first venture, a govtech startup she called PublicStuff, which essentially provided a streamlined mobile-first platform that allowed citizens to report and track service requests such as filling a pothole to garbage collection. Her timing was impeccable and Public Stuff quickly spread across more than 250 municipalities throughout the United States. In 2013, Liu was named one of Forbes' 30 under 30 Entrepreneurs and in 2015 Forbes ranked PublicStuff 85 on the list of America's most promising companies. After enjoying explosive growth, Public Stuff was acquired by Accela, the premier government in the cloud company, which was then later acquired by Berkshire Partners. With PublicStuff an unequivocal success yet moving squarely in the rearview, Lily gave herself time to recalibrate on a worldwide surf safari with the twin goals of exploring the world and getting herself ready for her next entrepreneurial venture.
In 2020, Liu's focus shifted to the U.S. rental market, an industry that historically offers almost zero financial benefit to its primary customers: renters. Unlike homeowners with mortgages, renters' payments are traditionally ignored by the credit bureaus, which essentially means that people are not getting the credit they deserve (literally). That's why Liu created Piñata with a clear mission to rethink rent with a bunch of Why's. Why shouldn't renters be rewarded? Why shouldn't they get the credit they deserve? Why shouldn't payment be effortless and help build long-term financial stability? After putting together a stellar team and vigilantly focusing on building a world-class product, Piñata is now poised to transform what it means to be a renter.
The outcomes speak for themselves. Piñata users, on average, see an increase in their credit score by 60 points, with some users experiencing increases of over 100. These improvements mean access to better interest rates, credit card eligibility, auto loans, and even mortgages for many users.
One of Piñata's greatest strengths is its dual impact; delivering tangible benefits to renters while also helping landlords boost tenant satisfaction, improve on-time payments, and increase retention rates. This win-win model fueled Piñata's rapid growth, all while staying true to its mission of expanding accessibility.
Piñata offers a fully free version, while its premium service is only $5 per month, cheaper than your daily cup of coffee. Premium members unlock features such as retroactive rent reporting for 24 months, customized financial content, special giveaways, and faster reward earning.
Piñata App
Liu stresses that at the heart of Piñata's mission, affordability is key: "This isn't a product for the financial elite. This is a product for the people who've been left out of financial systems for too long. That's who we're building for."
State governments are also starting to appreciate the value of Piñata's mission. California's Assembly Bill 2747 recently went into effect this year, requiring landlords with 15 or more rental units to give their tenants the option to report rent payments to credit agencies. This legislation, designed to enhance renters' access to credit, is a paradigm shift in housing policy that is quickly being adopted by many other states.
Piñata provides landlords with a dynamic system that automatically reports to all three credit bureaus while complying with all legal requirements. This level of regulatory compliance is a breakthrough for all California renters and helps validate Piñata as a preeminent solution in the proptech space.
"AB 2747 is a victory for Los Angeles renters and landlords. Piñata is elated to assist in meeting this moment," said Liu. "We're not just checking compliance boxes; we're constructing strategies to increase inclusion into the financial ecosystem."
With a surge of users in California, Liu has continued to scale Piñata with other major partners, like DoorLoop and Venn. DoorLoop, a leading property management platform backed by over $100M in Series B funding, now integrates Piñata's rent reporting tools directly into its system.
Venn, another top resident experience platform, expands Piñata's impact even further. Together, these partnerships unlock powerful perks for renters, like rewards and credit-building, simply by paying rent on time. For property managers, it means higher retention, faster payments, and stronger portfolio performance.
"These partnerships are about more than convenience; they're about creating a new standard in property management," Liu noted. "We're making rent work harder for everyone involved."
Behind these partnerships and new regulations is Piñata's influence on an individual's life. Houston resident and Piñata user, Kai Osbourne, recounts his financial troubles as a lifelong renter, stating, "Since using Piñata, my credit score has jumped over 100 points. I was able to buy my first brand-new car."
Another Piñata user, Ashleigh Maya, enjoyed a lift in her car loan interest to 0% after her credit score skyrocketed from 680 to 805. These are the kind of real-life impacts Liu envisioned when creating Piñata. Among the many faces of male-dominated venture capitalism and tech startups, Liu is an oddity. As a mother and a woman of color, she showcases proven results with permanent changes through her diverse leadership and empathy.
"When someone tells you that your product helped them buy a car, or get out of debt, or rent a better home for their kids; those are the moments you realize this isn't just tech," she said. "It's life-changing," Liu said.
Piñata has a majority women-led team and prioritizes policies on fair pay and hiring without regard to gender. Liu stated, "I am creating the company that I would have liked to see while I was starting out." Liu explained, "We are not here to follow the old rules; we are here to create new ones."
Her work doesn't come from a place of disruption for disruption's sake; it comes from a place of care, equity, and service. Through Piñata, she's redefining what renting means in America and granting millions the opportunity to alter their financial narratives.
"If we can rewire the system to recognize rent as a creditworthy expense, we change lives," Liu said. "That's what drives us every day."
As the rental and financial landscapes continue to evolve, Liu's leadership struck at precisely the right moment in history. Her vision is not only timely, it's essential. She's championing a future where financial inclusion is baked into everyday systems and where renters are no longer sidelined in conversations about credit, equity, and upward mobility. In an era defined by widening wealth gaps and economic uncertainty, Liu's work offers something rare and powerful: hope, backed by real results.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
23 minutes ago
- Yahoo
Bank of America shares an eye-popping chart showing a potential stock-market bubble: 'It better be different this time'
AI optimism is driving the S&P 500 price-to-book ratio to records, surpassing dot-com levels. High valuations reflect expectations for AI-driven earnings. While the ratio's level is head-turning, it doesn't necessitate that stocks are in a bubble. Stock-market bulls convinced of the power of AI to transform the economy often shrug off comparisons to the dot-com bubble a quarter century ago. The real profits are already showing up, unlike in the early days of the internet boom — so it is different this time, the thinking goes. But Bank of America strategist Michael Hartnett has a message for these investors: "It better be different this time." Hartnett, who has often expressed skepticism of the market's bull run over the last few years, shared a head-turning chart that highlights just how optimistic investors have become about the impact AI will have. It shows the S&P 500's price-to-book ratio, which measures the total market cap of the index's constituents compared to their total assets minus liabilities. The valuation measure is at a record high of 5.3, topping the 5.1 level seen in March 2000, at the peak of the dot-com bubble. Other classic valuation measures show market froth relative to history. For instance, Hartnett also shared a chart showing the S&P 500's 12-month forward price-to-earnings ratio. Except for August 2020, it's at the highest level since the dot-com era. And the Shiller cyclically-adjusted price-to-earnings ratio, which measures current prices against a 10-year rolling average of earnings, is at similar levels to 1929, 2000, and 2021. High valuations reflect high expectations for future earnings. Sometimes those expectations turn out to be too elevated, and prices correct, but they don't necessitate a bubble scenario. So far, many AI firms have continually beat earnings expectations, suggesting the optimism could be justified. Valuations are also better predictors of average long-term returns than near-term performance, and views on Wall Street on where the market goes in the months ahead differ. Though there are calls for caution, many strategists continue to raise their year-end S&P 500 price targets. Earlier this week, Rick Rieder, the chief investment officer of global fixed income at BlackRock, said the market is in the "best investing environment ever" thanks to factors like strong demand for stocks, looming rate cuts, and recent boosts in productivity and earnings growth. If the market does start to unwind, however, Hartnett said he sees bonds and non-US stocks benefiting. Examples of funds that offer exposure to these trades include the iShares Core U.S. Aggregate Bond ETF (AGG) and the Vanguard FTSE All-World ex-US ETF (VEU). Read the original article on Business Insider Sign in to access your portfolio
Associated Press
26 minutes ago
- Associated Press
Personalized Jewelry Brand SETT to Launch SETT NOIR, A Sterling Silver Collection with Three Distinct Luxury Finishes
Phoenix, AZ, Aug. 15, 2025 (GLOBE NEWSWIRE) -- SETT, a men's jewelry brand known merging aesthetic simplicity with personalization, has announced the upcoming launch of its newest collection: SETT NOIR – sterling silver men's bracelet fusing three distinct finishes: black rhodium, white rhodium, and gold plating. Defined by its rich contrast and meticulous design, the collection marks a bold shift toward more sophisticated, contemporary luxury design within the brand's portfolio. SETT NOIR Inspired by the use of black rhodium-plated sterling silver, a hallmark element running through the entire series, the name SETT NOIR takes its cue from the collection's darker, refined aesthetic. Developed entirely in-house, the designs were brought to life in partnership with Italian artisans, with each bracelet crafted and finished in Italy. 'Our goal with SETT NOIR was to take a step beyond our classical styles and explore more elevated, modern expression of men's jewelry,' said Uri Raveh, SETT Brand Manager. 'By combining three contrasting finishes in a single sterling silver piece, we've created a collection that feels both distinctive and versatile, balancing bold design with understated elegance.' A Step Beyond the Classics While SETT's existing collections have emphasized timeless, personalized pieces, SETT NOIR introduces a different design language. The collection moves away from purely classical silhouette, embracing a more sophisticated aesthetic that appeals to men seeking jewelry with subtle complexity. The combination of dark, bright, and warm tones gives each piece a layered architectural quality – deliberate balance of depth, light, and texture. This contrast of the black rhodium, white rhodium, and gold plating is built into the design itself rather than added as ornament, allowing the finishes to enhance the structure and presence of the bracelets. The result is a collection that commands attention without overpowering. SETT NOIR complements a tailored suit as naturally as they add edge to a casual ensemble, serving as versatile accents that can adapt to multiple personal styles. By blending bold contrast with a restrained architectural form, SETT NOIR bridges the heritage of classic craftsmanship with contemporary sensibility. It is a collection designed to resonate with seasoned jewelry collectors and those seeking a meaningful new addition to their wardrobe. A Permanent Collection With Future Potential Unlike seasonal drops that appear briefly and fade with trends, SETT NOIR is envisioned as a long-term part of the brand's portfolio, signaling SETT's confidence in the collection's staying power and its relevance to the modern men's jewelry market. From the outset SETT intends to expand SETT NOIR beyond bracelets. The brand already exploring how the distinctive three-finish combination could translate into other forms. According to the brand, if early reception is strong, it plans to expand the NOIR design language into necklaces, potentially followed by additional categories that preserve the collection's unique architectural balance. 'We see SETT NOIR as more than a single collection. It's a beginning of a design language we can build on,' added Raveh. 'Establishing it as a permanent line gives us and our customers the chance to see it evolve, adapt, and remain relevant throughout the years.' This approach not only allows product variety over time but also ensures each piece feels connected to the original vision. For SETT, the launch of SETT NOIR marks more than just the arrival of a new product. It marks step toward a more contemporary, luxury territory. While the brand continues to uphold its commitment to personalization and timeless appeal, this collection aims to carve out a space for a more modern, architectural expression of luxury. Positioned for a Strong September Launch Launching in September, the collection aligns perfectly with the fall fashion cycle, just as shoppers begin eyeing upscale accessories for gift-giving and self-styling. SETT NOIR will be available exclusively through the brand's official online store and select retailers, with early access previews offered to email subscribers and social media followers in the weeks leading up to the launch. To explore SETT's collection or to stay updated on SETT's latest collection, please visit About SETT SETT is a contemporary men's jewelry brand that merges aesthetic simplicity with craftsmanship, offering pieces designed to balance timeless appeal with modern sophistication. Known for high-quality sterling silver designs and the option for personalization, the brand creates jewelry that carries meaning while standing up to everyday wear. Each collection is developed in-house and produced in collaboration with skilled artisans, including Italian makers for select lines, ensuring every detail meets exacting standards. From engraved rings to statement bracelets, SETT's designs reflect a commitment to individuality, authenticity, and the belief that men's jewelry should feel both personal and enduring. Media Contact Company Name: SETT Contact Person: Uri Raveh Contact Number: +39 (349) 171-6566 Email: [email protected] Country: United States Website: Socials: @settandco Media Contact Company Name: SETT Contact Person: Uri Raveh Contact Number: +39 (349) 171-6566 Email: [email protected] Country: United States Website: Socials: @settandco
Wall Street Journal
26 minutes ago
- Wall Street Journal
America's Stock-Market Dominance Is an Emergency for Europe
The London Stock Exchange overhauled the ceremony for welcoming new companies to its ranks last year, adding confetti cannons, slick videos and cinematic music. It has mostly been used for such events as product launches and anniversaries. So far this year, according to Dealogic, six companies have gone public in the U.K., raising $208 million, the lowest level in three decades of data. It isn't much better across the English Channel, despite surging stock markets. Initial public offerings in continental Europe have nearly halved in value compared with last year. Fundraising in the U.S., meanwhile, has jumped 38% to around $40 billion, while IPOs more than doubled in value in Hong Kong after a fallow patch. Tech stars such as the Swedish 'buy now, pay later' company Klarna and the British chip designer Arm are eschewing local markets to list in New York. And stock-market heavyweights are disappearing, either bought out by American companies or moving their listings stateside, where business is growing faster. Examples are Wise, the British payments company, and the sports-betting company Flutter Entertainment. 'For the Europeans who are responsible for the future, this is a material wake-up call,' said Stéphane Boujnah, chief executive officer of Euronext, which owns seven stock exchanges in the region. Europe doesn't want to 'be just a zone between America and Asia,' he added.
