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StorSuite: Revolutionizing the Self-Storage Customer Experience by Focusing on Human ConnectionStorSuite: Revolutionizing the Self-Storage Customer Experience by Focusing on Human Connection
StorSuite is making waves in the self-storage industry through an innovative business model that unites multiple services under a single brand. Founded a year ago, the company is dedicated to enhancing the customer experience through meaningful human connection. Learn how this pioneering supplier is redefining facility operation in a competitive market.
5 Min Read
StorSuite Chairman of the Board John Manes
Within the rapidly evolving self-storage industry, Austin, Texas-based StorSuite has established a unique business model that unites multiple services under a single brand. Founded a year ago, the company has already made significant strides, fueled by its mission to enhance the customer experience through human connection.
By embracing some old-school business practices, StorSuite aims to counteract the increasing trend of industry automation. Instead, it embraces the importance of personal interaction in an increasingly tech-driven environment. “We’re using technology to support the people, not using technology to replace the people,” says John Manes, chairman of the board.
Origin Story
Manes is an industry veteran with more than 18 years of self-storage experience. Before founding StorSuite, he and partner Robbie Dunn established Pinnacle Storage Properties and Pinnacle Storage Managers to acquire and operate facilities (they’re up to 21). After encountering numerous service-related challenges in these businesses, Manes’ entrepreneurial wheels started spinning.
“Over the years, we faced pain points that were common across the industry. I started reaching out to industry contacts, gathering people who wanted to innovate and provide better service,” Manes says.
During the next few years, the collaboration grew to include Fervent Capital to address mortgage sourcing; FineView Marketing, which offers marketing solutions; and Storage Plus, a facility operator. Manes also launched Storage Shield, which provides a tenant-protection plan, and invested in Phyrem, a technology firm.
The companies operated individually until the idea to combine them under one umbrella began to take hold. With the formation of StorSuite, Manes aimed to provide a comprehensive suite of solutions for self-storage operators all in one place. Today, the company offers asset management, marketing and website creation, technology and automation, third-party management, and tenant-protection programs.
StorSuite stands out in the industry as one of only two companies to merge multiple vendors into a single brand. The first was Storable, which started as a marketplace and gradually expanded through acquisitions.
“From the beginning, the ‘why’ behind this is addressing the pain points of service within our industry,” Manes says. “There’s a mindset now, with a lot of big companies coming in, to use technology instead of people for service. Trying to get a hold of a person to get your problem fixed in almost any industry is very difficult. That’s what led to StorSuite.”
The company has nearly 100 employees, with key executives such as Dunn as president, FineView Founder Christina Alvino as chief executive officer, and Scott Warden as chief operating officer. Damon Emerson, who cofounded Storage Shield, continues his role leading that brand, and Phyrem Founder Zach Bolton is StorSuite’s chief technology officer. Together, they bring a wealth of experience, including previously serving in leadership roles with large storage companies, further strengthening StorSuite’s management team.
Mission Possible
At the heart of StorSuite’s philosophy is a commitment to enhancing human connections in an industry that’s increasingly embracing technology. Manes believes that many companies have prioritized automation at the expense of personal service. His company’s approach is to use technology as a support system, enabling employees to provide exceptional service themselves rather than rely solely on automation.
“We’re in a people business,” Manes said. “People buy from people. You can use technology to enhance that connection, not replace it. Our goal is to bridge that gap.”
Since its launch, StorSuite has experienced rapid growth, with top-line revenue increasing by 30% within the first year. However, the journey hasn’t been without challenges. Until recently, the storage industry has historically been slow to adopt new technologies, and integrating these innovations into existing operations requires a learning curve.
“We’re good at operations, and that’s our focus,” Manes says. “While our tech adoption is catching up, we continue to enhance our core services.”
The Jacket Guy
Branding has also played a crucial role in StorSuite’s visibility, with one unexpected tactic making a significant impact—suit jackets sporting the company logo. After launch, Manes bought matching apparel for his team, opting for the most outrageous designs to stand out. They wear this eye-grabbing outerwear while speaking at industry events, creating a memorable presence that reinforces the brand's identity and commitment to human connection.
“The jacket has put us on the map,” Manes says. “It may have seemed like the stupidest idea ever, but it’s the best $250 I’ve ever spent.” At a recent industry event, Manes walked into a restaurant and was immediately recognized when someone asked if “the jacket” was making an appearance.
John in his eye-catching StorSuite jacket, show here with his brothers,
Joe (left) and James (middle)
Looking Ahead
The future appears promising for StorSuite, as the company aims to carve out its place in an industry that’s once again embracing the value of personal service. “People are tired of being treated like a number,” Manes says. “The pendulum is swinging back toward companies that prioritize genuine customer interactions.”
With ambitious projections, StorSuite anticipates a potential value of $200 million within the next five years. That estimate is bolstered by an innovative pipeline that includes the rollout of a Google Wallet integration and a patent-pending application for near-field communications technology to improve operations. This comes on the heels of the launch of StorPass Alerts Version 1.0, a software that integrates with the company’s Storage Shield tenant-protection program.
In a world where customer service is often overshadowed by technological advances, StorSuite stands as a testament to the importance of human connection. By merging multiple services into one accessible platform, the company not only addresses existing pain points but also positions itself for future success. As StorSuite continues to grow and innovate, it remains dedicated to putting people first—one storage unit at a time.
Ron Matejko is associate editor at Inside Self-Storage. To reach him, email [email protected].
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