-- Rigor Equity, the Chicago-based operator-led investment company founded by Nureddin Atassi and Kareem Shahbandar, is officially entering the New York stage — and they’re doing it with style. The firm recently launched a striking billboard in the heart of Times Square, featuring a rook checkmating a king on a chessboard with the tagline: “ROOKies don’t wait their turn.”
The visual is more than marketing — it’s a manifesto. The billboard symbolizes the company's growing footprint in New York City, where it is actively building relationships with a new wave of limited partners. While many investment firms scale through institutional partnerships and rigid models, Rigor Equity leans into its identity as an operator-led firm that’s built on hustle, execution, and direct engagement with the properties it invests in.
The company has built its foundation in Chicago, targeting overlooked, undervalued properties and transforming them through hands-on management and aggressive repositioning. By staying close to the ground — literally — Atassi and Shahbandar have crafted a playbook that resonates with LPs looking for more than spreadsheets and pitch decks. It’s a strategy rooted in street-level insight, construction know-how, and speed.
Now, as capital from the East Coast starts paying attention, Rigor Equity is scaling its LP network beyond its home base. New York investors are responding to a firm that doesn’t hide behind layers of asset managers and consultants; they’re talking directly to the people making the decisions, running the renovations, and solving problems in real time.
“This move isn’t about chasing headlines, it’s about meeting demand where it’s growing,” said the team. “We’ve built our reputation on doing the work. That message is landing with the right people.”
The expansion into New York doesn’t mark a departure from Chicago, but rather the beginning of a national footprint that stays grounded in the same values that built the company: sharp execution, independent thinking, and the belief that great investments start with great operators.
Photo: Rigor Equity billboard in Times Square, NYC
Visual: A rook checkmating a king. Text: “ROOKies don’t wait their turn”.
Email - [email protected]
Full Address - 11 East Hubbard Street, Chicago Illinois 60611
Phone Number - 708-292-6267
Company Name - Rigor Equity LLC
Contact Person - Kareem Shahbandar
Website URL: https://www.rigorequity.com/
Instagram - Instagram.com/rigor.equity
Contact Info:
Name: Rigor Equity LLC Contact person - Kareem Shahbandar
Email: Send Email
Organization: Rigor Equity LLC
Address: 11 East Hubbard Street, Chicago Illinois 60611
Phone: 708-292-6267
Website: https://www.rigorequity.com/
Release ID: 89163188
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