Formerly known as Facilities Exchange, founder Marc Balzamo had a vision to disrupt the facilities management software space with a new SaaS product that was modern, fresh and configurable. After in depth workshops, customer interviews and competitive landscape analysis, Goei Group created the brand of Fexa to speak to its story of the cost, time and quality trifecta. Fexa enjoyed a unique presence that immediately found grassroots traction with its playful name and play on words along with its bright, bold colors and font design choices. The brand strategy, value proposition and message to market delivered by Goei Group catapulted the brand within the facilities management industry allowing the company to rebrand itself to Fexa, rapidly grow, and ultimately command the market as best in class resulting in a PE investment in 2022. Its prestigious client portfolio currently includes trailblazing brands such as Foot Locker, L'Oreal, Tesla and Dollar General, the largest retailer in North America.