Jul 31, 2026

The Business Case for the Invisible | Ep9: Greg Davison, HollenPlus

Joining us for this episode of "The Good. The Bad. The PropTech." is Greg Davidson, co-founder of HollenPlus! Greg joins Freddie to set out why the best-performing investments in a commercial building are often the ones nobody can see.

After 15 years in private equity asset management, Greg co-founded HollenPlus after growing frustrated watching technically “correct” recommendations blow straight past the budgets they were meant to work within. Now, he and the rest of HollenPlus’ team assess every project first from a commercial perspective, finding tangible decarbonisation and sustainability strategies that also deliver the best financial benefit possible.

From debunking the old "landlords shouldn't pay for tenant benefits" argument, to why a nice new reception sails through approval while software that actually saves money has to fight for scraps, the conversation explores the strange economics of visible versus invisible spend. Greg and Freddie also get into why sustainability is quietly losing ground as a boardroom priority even as new building standards force more of it into projects anyway, why AI's biggest use right now is just keeping up with the paperwork these standards demand, and why "technology consultant" is fast becoming a role every project team needs but few currently have.

Whether you’re a landlord wondering where your next pound of CapEx should go, an occupier curious how much say tenants actually get in shaping the buildings they work in, or simply interested in the hidden economics behind so-called “smart” buildings, this episode makes the financial case for the things you’ll never actually see.

If you have any thoughts or questions about this episode, or any topics discussed within, drop us a comment! We'd love to hear from you.