Big cities like San Francisco face big systemic problems. As cities continue to grow, it is evident that certain urban mechanisms need to evolve as well. Such is the case with rental housing in cities where the market is particularly competitive. Both prospective tenants and landlords are faced with a number of pain points along their journeys: an exhaustive application and evaluation process that must factor a plethora of personal selection criteria and important information exchanges. This transaction is arduous and tedious, and is often a source of great anxiety for many. Our team imagines a simpler and friendlier rental process, from searching and listing to move in. In particular, we wish to standardize and “humanize” the rental application process, so that renters can better communicate who they are, beyond numbers on a page. Similarly, we wish to make it easier for landlords to evaluate prospective tenants against a variety of non-financial dimensions, including personality, integrity, and cultural fit. At a high level, the rental housing application process has not evolved. We wish to raise the bar in the industry by making this process fun, intuitive, rewarding, and accessible. We believe in the superior value of connecting the right tenants with the right homes and landlords. Conveniently, the SquareFoot application and evaluation platform solves these problems.