Aptech, a leading provider of scalable accounting, business intelligence, financial planning and management solutions for the hospitality industry, today announced that Murphy Asset Management has implemented its Execuvue business intelligence platform. The hospitality asset management and advisory firm will use Execuvue to gain greater visibility into operating expenses across its portfolio and deliver deeper performance insights to support its hotel owners and investor clientele.

Execuvue has been initially deployed at approximately one-third of Murphy’s portfolio of 30-plus properties and is expected to be rolled out across additional properties in the second half of 2025. Following its implementation less than a year ago, the system immediately began helping the firm uncover cost inefficiencies, streamline financial analysis and strengthen reporting through side-by-side expense line-item comparisons across similar hotel properties.

“Before Execuvue, we had no easy way to fully analyze hotel performance across the portfolio unless we did it manually, which was extremely time-consuming,” said Steve Steinberg, President of Murphy Asset Management. “Now, we can access consolidated, comparable expense data in one place, spot anomalies quickly and take action to optimize our spend. It has transformed the way we work and made our teams much more efficient and effective.”

Prior to deploying Execuvue, Murphy Asset Management lacked a consistent way to map and compare line-item or GL-level expenses across the various reporting formats used by its client properties, making portfolio-wide analysis a largely manual and time-consuming process. Execuvue allows Murphy to bring all relevant data into a single platform and make meaningful comparisons across similar properties to enable better financial decision-making.

“The ability to benchmark line-item expenses, like housekeeping supplies or phone service, across similar hotels gives us critical insight we simply couldn’t access easily before,” said Steinberg. “It helps us ask smarter questions and make better recommendations to our hotel owners.”

In addition to benchmarking, Execuvue has improved internal processes and investor reporting. The team can now produce comparative reports with less manual work and more meaningful data for ownership groups.

“It’s made a big difference in how we prepare reports for investors,” said Sandy Steinberg, who oversees data analytics and client reporting. “Aptech’s Execuvue platform uniformly consolidates data on one platform so I can build more detailed and relevant reports with far less effort.”  “It’s like 1-stop shopping”

Prior to selecting Aptech, the Murphy Asset Management executive team evaluated several other business intelligence platforms. Ultimately, Execuvue proved to be the best match for the firm’s needs and provided the most value without unnecessary complexity.

“Execuvue has helped us deliver more proactive support and more impactful insights to our hotel owners,” said Steinberg. “It has become a key part of how we protect asset value and drive profitability across the portfolio.”

Aptech President Jill Wilder praised Murphy Asset Management’s forward-thinking approach to hotel asset oversight and the practical use of business intelligence.

“Murphy Asset Management is a fantastic example of how asset managers can leverage Execuvue to drive real value,” said Wilder. “Their focus on actionable data, peer benchmarking and smarter reporting is exactly what Execuvue was designed to support. We’re proud to partner with a team so committed to delivering better outcomes for hotel owners.”

For more information on Execuvue and the rest of Aptech’s award-winning financial management, business intelligence and planning solutions for hospitality, please visit http://www.aptech-inc.com.