About Us
Our Mission
To create a new asset class which gives investors
the ability to diversify into high-growth urban real estate, investing along
with successful developers, with access at the moment of peak opportunity – after building permits and before the onset of construction.

Our Name

Honesty, transparency, and accessibility.  It’s rarely evident in our industry – but that’s our mission.  Truth-telling.  Our name captures it.

Our Approach

Two things you never get in real estate investing: Straight Up Talk, and access to development that’s going straight up – in the right time at the right place. We tell it to you straight. Because we’re StraightUp.

We wouldn’t ask you to invest unless we’re investing straight alongside you.

Our Core Team

Nir Amsel
CEO
Omer Amsel
COO
Abraham Makovetsky
CTO
Tal Even
BizDev