eTip acquires Shiny Solutions and expands its hospitality workforce platform

Acquisition extends platform beyond digital tipping

eTip has bought Shiny Solutions, a US workforce-technology specialist for hospitality and services. The move broadens a proposition initially centred on digitising tips into a fuller stack for workforce engagement and productivity. eTip will integrate modules for recruitment, scheduling and performance recognition, alongside real-time insights via eTip AI. The system can flag performance gaps between departments or across different time bands.

eTip retains its core business — the collection and reconciliation of tips on a secure, compliant infrastructure — while bolting on manager-facing operational tools such as rota optimisation, incentive campaigns and support for hiring workflows. Aggregated data from eTip AI is designed to give owners and operators actionable indications on engagement, tipping behaviour and performance trends, supporting more data-led decisions.

“With this partnership, we’re extending eTip’s value proposition beyond gratuity enablement to holistic workforce optimization,” said Robert Petteruti, co-founder of eTip. The aim, he said, is to align employee financial empowerment with greater operational efficiency, giving partners tools to retain staff and deliver more consistent service.

With that visibility, hotel groups should be better placed to tackle chronic turnover in a sector that must devote a large share of its costs to staffing. Labour often accounts for 40–50% of hotel operating spend — and can exceed half, according to Zendelity figures. The vendor says the combined platform aims to deliver more stable teams, more consistent service quality and stronger satisfaction metrics.

“Shiny was founded with a clear mission: to address the labor shortage through innovative, worker-centric technology,” said Rebecca Robinson, co-founder and CEO of Shiny and now Head of Strategic Initiatives at eTip. “Joining forces with eTip represents a natural next step in that journey — combining two complementary platforms to build something truly differentiated in the market. Together, we will continue to deliver meaningful impact for line-level workers, elevated experiences for guests, and measurable financial returns for owners and operators.”

eTip says it works with thousands of partners across hotels, foodservice and the wider services sector, and positions itself as a category leader in digital tipping infrastructure and workforce engagement technology.