A Leader in Homebuilder
Business Intelligence Software

Founded in 2004, we began by guiding national homebuilders through the complexities of ERP software implementations. The more builders we helped and the more ERP solutions we implemented, the more we realized the wealth of ERP data available for analyzing and extracting operational insights. Companies just needed an easier way to access it. So, in 2009 we developed informXL, a software solution designed to help homebuilders better see their data for more informed business decision-making.

Fast forward to today, and our original vision has proven to be invaluable to the homebuilder community. The proliferation of industry data, both self-managed and in the cloud, is enabling builders to become true data-driven organizations. We see the data possibilities as limitless, and we strive to deliver solutions to help our customers turn their data into their greatest operational asset.

Through our expertise in visual analytics, dashboards, specialized reports, apps and integrations, informXL is your homebuilding data partner.

Meet the Team

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Madison Ingraham

BI Analyst
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Madison brings a unique understanding of homebuilding after roles in sales, purchasing, marketing, and IT. Her previous work at a top Builder 100 company illustrates her love for problem solving and analytics. As their first analyst, she established a reporting infrastructure and created custom reports and dashboards for the executive team. Madison loves music, and she can most likely be found at a concert in her free time. 

Kin Lau

Support Specialist
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With a deep understanding of accounting, software development, and system support, Kin Lau puts his extensive software expertise to work as the anchor of our customer support team, performing software installs and updates and delivering exceptional customer service. Kin enjoys birdwatching, photography, and staying involved with community activities.

Erin Morris

Support Manager
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Erin Morris is the informXL Support Manager. Her previous position included implementing enterprise-level systems and business management software for a top Builder 100 company. She is familiar with the realities of IT’s back-office while focusing on the needs of users. Erin enjoys running, college football, architecture, all things West Virginia, and above all, spending time with her husband, young children, and their dogs Steadman and Geno.

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Ruby Reed

BI Analyst
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Ruby comes from a background of different sciences, with an emphasis on Computer Science. After learning to code, she developed websites and provided IT support for businesses in the Boise area. Her love of problem solving and determination to decipher data puzzles have become essential in this role. In her spare time, Ruby is backpacking abroad, hiking with her dog, or using her slow-cooker. 

Dan Smilanick

Vice President of Product
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Dan Smilanick has over 15 years of experience working for developers and large homebuilders with operations spanning North America. 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. Dan enjoys his work at informXL as a dedicated full-time, always-on “data geek.”
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Demeri Walters

Product Manager
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Demeri has spent her career in Business Intelligence working for both single and multi-family builders. She knows firsthand how much value data can bring to an organization, and is looking forward to using her experience to bring the customer perspective to the product line. Outside of work, Demeri spends most of her time reading mystery novels, playing games with her husband, and planning her next big outdoor adventure.

Mike Kiselnik

SQL Developer & DBA
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Mike Kiselnik is our SQL Server specialist, a position he holds after 20 years of database experience in the healthcare and real estate industries. Mike is trained in the Kimball School of Data Warehouse Design and ETL Development, is an unapologetic comic book nerd, and loves sailing and film.

Don Liddell

Sr. Application Developer
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Don Liddell’s 20 years of software development experience ranges from developing programs for large utility companies to implementing identity management systems for smaller businesses. In his free time, Don spends time with his family in Arizona, where he has also built an engine or two and completed his fair share of home improvement projects.

Blayne Parrish

President & CEO
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Blayne Parrish leveraged his IT expertise and national homebuilder experience when launching informXL in 2009, after managing his successful Parrish Consulting, a consultancy focused on ERP implementations. He has held positions as Director of IT and Director of Purchasing for large single and multi-family homebuilders and continues to consult with many of the top builders throughout North America. When not working, Blayne can be found exploring Colorado’s beautiful mountains.

Jennifer Saldhana

Account Manager
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As Marketing and Account Manager, Jennifer has nearly 25 years in customer account management, business development, communications, and B2B marketing. She enjoys traveling, exploring Colorado’s great outdoors, and cheerleading with her family at numerous (and early!) morning swim meets.

Nathan Sybrandt

VP of Services
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Nathan Sybrandt has worked in both Operations and Systems for 25 years, having led multiple large ERP deployments and struggled through the daily reality of running a purchasing team. His mix of experiences can be seen in his approach to systems – they only matter if they bring dollars to the bottom line. In his free time, Nathan can usually be found wandering in the mountains or tending his garden.

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Clair Wilson

BI Analyst
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With experience in BI Application Development and Data Analytics, Clair has become a great asset to the informXL team. She is ready to take on any challenge to satisfy the customer. In her free time, you can find Clair planning her next home makeover project or spending time with family.