The Origin
“For years I sat inside some of the most sophisticated PE operations in the country — not as an observer, but as the person building the playbooks that made them run.”
Katie Finnegan
Founder — CALAR by ASAY
PE-Built
Operating playbooks
Now that playbook
is yours.
Katie Finnegan oversaw more than $400 million in revenue across 30+ home services portfolio companies. She built the operational systems that took businesses from $1 million to $10 million in 36 months and helped decide which companies were ready to acquire — and which weren't. The difference was almost always the systems behind them.
CALAR is a product of ASAY, Katie's advisory firm. It brings the institutional knowledge that informed hundreds of millions of dollars in private equity decisions to real estate businesses through AI automation — helping them build the systems to compete at that level without having to sell to get there.
What CALAR means
Straight-Shooting
We say what we mean. No jargon, no buzzwords, no vague promises about transformation. If it sounds like a vendor wrote it, we rewrite it. You get plain language and real numbers — every time.
Institutional Credibility
This isn't guesswork. This is the playbook built inside PE — the same operating discipline used to scale sophisticated portfolio companies — now applied to AI automation for the small business that wants to grow without giving up control of the phone.
We Don't Set It and Forget It
We stay on. We're always looking out for you — monitoring what's working, adjusting what isn't, and making sure the systems keep delivering. We build it, run it, and own the outcome.
Execution Over Everything
Most AI projects stall in strategy. We skip straight to building. You'll have something live and working within a week of our first call — not a roadmap, a running system.