The Ottawa-based proptech startup aims to address what the Unreserved founder and CEO views as the “broken,” traditional model of buying and selling houses by bringing more transparency to the process for buyers and sellers alike. Armed with $33.85 million CAD in initial funding and the support of E Inc investors and real estate professionals, O’Connor told BetaKit in an interview that he hopes to apply what he learned scaling E Inc to the housing sector. Prior to launching Unreserved, O’Connor founded E Inc, the Toronto-based auto retail company behind E-Dealer and car auction platform EBlock, which went public on the Toronto Stock Exchange in November at a valuation of over $1 billion. O’Connor left E Inc in March 2021 and sold some of his position in the company as part of its initial public offering, but retains a stake in the auto retail firm. According to the CEO, this funding will help Unreserved execute on its product roadmap and grow its team, as the startup looks to build its presence in Ottawa and expand into new markets, starting with Toronto.