In this episode of Blue Collar Startup, hosts Mike Nelson and Derek Foster interview Chris Buttenham, co-founder and CEO of Reins. Tune in as they discuss how his company helps blue-collar contractors offer equity incentives, his journey from working in his father’s contracting business to addressing the "silver tsunami" of aging business owners needing succession plans, and more!

Learn more about Reins at myreins.com.

0:15 Host Introduction: Mike Nelson and Derek Foster

1:29 Guest Introduction: Chris Buttenham, Co-founder and CEO of Reins

2:23 Overview of Reins: Helping Contractors Offer Equity Incentives

2:53 Alternative Equity Incentives vs. Traditional Employee Ownership

3:49 Benefits of Aligning Employee and Business Goals

4:10 Shoutout to Sponsors Supporting Trade School Programs

5:42 Chris’s Background: Working for His Father’s Contracting Business

6:18 First Startup: AI Tool for Employee Queries (2015–2021)

6:52 Inspiration for Reins: Addressing Succession Challenges

7:59 The "Silver Tsunami" and Small Business Succession Plans

9:46 Why Reins? Helping Owners Pass the Reins

11:10 Importance of Small Businesses to the U.S. Economy

11:53 Common Use Cases: The "Late Promise" and Long-Term Incentives

13:32 Recruiting Key Employees with Equity Incentives

15:12 Tax Implications of Traditional vs. Alternative Equity

18:28 Simplifying Equity Incentives with Reins’ Framework

20:00 Reins’ Technology: Easy-to-Use Software for Owners and Employees

22:17 Ideal Business Size for Reins: 10–15+ Employees

23:06 Working with Businesses That Have Existing Profit-Sharing Plans

28:07 Example of Incentives: Profit-Sharing Pool and Personal Milestones

37:08 How to Connect with Reins and Access Free Resources