TOP 100 MAGAZINE

Tripp Russ

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Tripp Russ, managing partner and founder of 90Ten, is reshaping the commercial real estate landscape by creating a platform that empowers brokers to become more involved as principals. With almost a decade of experience in the industry and seven years as a broker, Tripp has seen firsthand how brokers hold the most valuable market information, yet often lack the strategic partnerships needed to capitalize on that intel. This realization led him to create 90Ten, a real estate private equity firm that bridges that gap, allowing brokers to transition from transactional roles into investment partners.

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Tripp's journey began with humble origins as a broker, representing best-in-class retail and restaurant brands such as Equinox and Sweetgreen across the country. He cut his teeth walking down iconic streets like South Congress in Austin and Knox Street in Dallas, connecting with building owners and discovering untapped opportunities. "I realized early on that brokers have the best information in the marketplace, but they don't have the right partner," Tripp reflects. "We created 90Ten as a vehicle for brokers to become more involved as principals. We want to help them capitalize on their market intelligence by creating investment opportunities for them."

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90Ten’s unique model brings brokers into the fold as co-GPs (general partners) and LPs (limited partners), allowing them to not only earn their fees and commissions, but also participate in the deals they help create. "They're doing the same amount of work as they typically would with any other investor, but they’re making more money with us, and we believe they deserve that," says Tripp. This innovative approach has resonated with hundreds of brokerage partners who appreciate the collaborative model. “To be where we are today, a little over 18 months in, is pretty wild."

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Founded in 2023 and based in Dallas and Tampa-St. Pete, 90Ten is disrupting the traditional, siloed nature of commercial real estate by fostering a collaborative investment platform. In a field where brokers are often undervalued by investors, Tripp and his team are changing the game. "We’re changing the relationship between investors and brokers. Brokers add so much value to these deals, but no one is really allowing them to participate at the level they should. We want to prioritize the broker and let them invest."

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Before launching 90Ten, Tripp was a founding partner of RUE Realty in Dallas, where he expanded the company’s consulting business with major brands like Equinox, Sweetgreen, Mendocino Farms, and Vuori. Prior to that, he served as vice president of brokerage at The Retail Connection (TRC), becoming the youngest VP in the company’s history and its highest-producing rookie broker.

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Beyond real estate, Tripp has also founded businesses in both the tech and hospitality industries. His Dallas restaurant, Written by The Seasons, was named Best New Restaurant by Eater magazine and is currently being reviewed for the Michelin Guide.

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Tripp’s philosophy centers on personal growth and learning. "I always want to be the least talented guy in the room because that means everyone around me is making me better," he says. "The most fulfilling part of this journey is learning from my partners and teammates every day."

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Tripp Russ
Managing Partner and Founder
90Ten
Website: https://www.90ten.co
LinkedIn: - https://www.linkedin.com/in/tripp-russ-279082132/