The people
What they build
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Working at Baseline
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About
Baseline started as its own customer. Shaye Wali launched Baseline Lending, a real estate private lending business, in 2016, and found the available software built for traditional lenders rather than private ones. The team replaced almost its entire stack with software it wrote itself, and enough peers asked to use it that in 2022 the firm exited lending altogether and re-formed as a software company. CTO Jonathan Keebler told a TechTO audience in October 2025 that a team of 13 was supporting users managing over a billion dollars of loans.
Backers
N49P Ventures led an approximately $2.2M CAD SAFE round that closed in April 2024, with Exit North Ventures and angel investor Tim Dewerth. It was Baseline's first venture funding; Shaye Wali self-funded the business before that, plus a $500,000 RBC loan under the Canada Small Business Financing Program.
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Quick answers
What does Baseline do?
It sells software to real estate private lenders — loan origination, servicing, borrower portals and investor/fund management in one platform. Its customers are US private lenders.
Who founded Baseline?
Shaye Wali, who started the predecessor private lending business Baseline Lending in 2016 and is CEO. Jonathan Keebler is CTO and Sergio Santinelli is COO.
Why did a lender become a software company?
Baseline built the software to run its own private lending business, then kept being asked by peers if they could use it. In 2022 it exited lending and re-formed as a software company.