Hapi has appointed Jaffrey Ali as chief product officer. Reporting to Hapi CEO Jeff Bzdawka, Ali will lead Hapi’s product strategy and innovation efforts.

The appointment comes as Hapi continues to scale its platform and deepen its role across both hotel brands and hospitality technology providers. As demand grows for real-time, actionable data, the company is increasingly focused on helping customers move from accessing data to actually using it in the moment.

Ali brings more than 20 years of experience building and scaling enterprise SaaS and AI-powered platforms, with deep expertise in complex data environments that span brands, owners, operators and technology providers. He joins Hapi from FranConnect, where he served as chief AI officer and chief product officer, leading a global product organization and driving significant revenue growth. During his tenure, he launched the Frannie AI suite and established an AI Center of Excellence to scale AI adoption across the business.

“The industry is at an inflection point where simply connecting systems is no longer enough,” said Bzdawka. “Hotels and technology partners are under pressure to turn data into action in real time, and that requires a different level of product thinking. Jaffrey brings exactly the experience we need to help customers move faster and get more value from their data.”

Prior to FranConnect, Ali held leadership roles at Haystax Technology, Spring Global and Norkom Technologies, working across enterprise data platforms, financial intelligence and cloud-based SaaS environments. He holds AI and machine learning patents and has extensive experience building products that unlock actionable insights from complex data.

“Many companies in hospitality are still trying to solve for connectivity when the real opportunity is what you do once that data is connected,” said Ali. “Hapi has already built that foundation. The next step is turning what the Hapi team has learned in nine years into more product-driven capabilities that scale across the industry and help both hotel and technology provider teams act on data when it matters most.”