About Us

informXL is a leading business intelligence provider to homebuilders and developers throughout North America. Originally founded in 2004, we began by guiding builders through the complexities of ERP software selections, implementations and system conversions. It was during this time that we saw the writing on the wall: builder data was growing, and companies needed a way to manage it. So in 2009 we aligned our efforts to focus along a single path – data analytics for homebuilders.

With an unwavering commitment to our clients, the promises we make, and the solutions we deliver, we are a strong and stable partner to growing builders. Be it a comprehensive analysis project or a single report, informXL can help you better manage your information.

Blayne Parrish

Blayne Parrish maintains over 15 years of homebuilding industry experience, with specific expertise in technology systems, purchasing, operations, and sales and marketing. Prior to founding informXL in 2009, Blayne founded and managed Parrish Consulting in 2004, a consultancy focused on ERP implementations for large builders. In addition, Blayne held positions as Director of IT and Director of Purchasing for large single and multi-family homebuilders and consults with many of the top builders throughout the US and Canada. When Blayne is not working he can be found playing and exploring in the beautiful mountains of Colorado.

Dan Smilanick

Dan Smilanick has over 15 years of experience working for developers and large homebuilders with operations spanning North America. Drawing upon his business analyst background, Dan has worked closely with both the operations and IT sides of the business to implement and integrate large scale CRM, ERP, Production, Sales and Warranty systems. His blend of business and IT experiences led to the discovery of his love for data. In early 2013, Dan joined the ranks at informXL to be a true full-time, always-on “data geek”.

Kris Brady

Kris Brady brings a wealth of software and homebuilding industry experience to informXL. Her background with top 20 national homebuilders consists of managing large IT teams and designing, developing, and implementing cutting edge technology solutions. At informXL Kris is the designated database whiz and go-to team member for all things SQL. When Kris is not writing code you can find her hanging at the beach or following her favorite sports teams (go Dolphins)!

Alison Verdi

Alison Verdi joined informXL in June 2015, bringing with her over 23 years of IT experience for real estate developers and large homebuilders with operations throughout North America. Her experience includes managing enterprise-level ERP, Production, Sales and CRM implementations and integrations. Alison is a self-proclaimed “data freak” and truly enjoys being immersed in the data. By joining informXL Alison is able to combine her knowledge of business process along with her love of data. Alison also enjoys cycling, running, cooking and gardening.

Kin Lau

Kin Lau joined informXL in November 2015, bringing with him 17 years of homebuilder software industry experience. With a deep understanding of accounting, software development and system support, Kin helps anchor our customer support team performing software installs & updates and delivering exceptional customer service. Kin enjoys birdwatching, photography and staying involved with his community.

Jennifer Saldanha

Jennifer joined informXL as a Marketing and Account Manager in the summer of 2014, bringing with her a diverse background in marketing and business development across small to enterprise size B2B organizations. Throughout her career she has gained expertise in client account management, communications, demand generation, website management and marketing strategy development. In her free time Jennifer enjoys traveling, exploring the great outdoors of Colorado and shuffling to and from numerous (early!) morning swim meets with her family.

Don Liddell

Don Liddell has over 20 years of experience in software development. His experience ranges from developing programs for large utility companies to implementing identity management systems for smaller businesses. He has been working with informXL since 2014, and joined the team full time in 2018. In his free time, Don is most interested in spending time with his family in Arizona, but has also been known to rebuild an engine or two and take on various home improvement projects.