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Latch to rebrand to

Latch to rebrand to

Latch to rebrand to

NEW YORK – Residential SaaS platform Latch has announced plans to rebrand to,  with an expanded vision the company said will “unlock” the potential of the Honest Day’s Worker.

In a statement from Latch, the company said it plans to maintain its focus on its core access control business under the Latch brand, while launching additional brands under the umbrella to create a new platform for service providers that “make the world go round”. Latch said that the brand is expected to officially launch in 2024.

“The door is where the Honest Day’s Worker meets their customer and where Latch products and services provide best-in-class access control solutions,” said Jamie Siminoff, Chief Doorman. “I’ve spent the last decade of my career focused on the front door as the gateway to the community, and I’m proud to now unlock the door for our critical Honest Day’s Workers and their businesses. We’re here to invent and build, and we won’t stop until we deliver a platform that improves the lives of every service provider and building operator.”

Latch acquired Honest Day’s Work (HDW) in May of 2023 from Ring founder Jamie Siminoff, who has now stepped into the role of “Chief Doorman”. Besides its current access control offerings with Latch, the company announced its first services vertical, the James app, which allows drivers to seamlessly book clients and manage their businesses, and allows riders to connect directly with drivers who they know and trust. With the James app, the driver receives the necessary backend support to run their businesses while remaining in control of their schedules and maximizing the economics of their work according to the company.

“We’re here to support the Honest Day’s Workers—the service providers that truly care about the job they are doing. We all know them when we meet them,” added Siminoff. “We believe that technology should be there for them to use, not to use them. With James, drivers now have access to a platform that allows them to succeed and thrive. We’re here to serve the ones who serve us every day, and we look forward to creating a massive impact with and its respective brands.”

Latch’s new app is available at


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