Honest Art

The vendor opportunity at Honest Art

Honest Art is a youth-services concept headquartered in New Jersey, operating a single company-owned unit as of its 2025 Franchise Disclosure Document. For software vendors, the addressable market is exactly one location today. The brand has not yet sold any franchises, so the immediate opportunity is a direct sale into the corporate entity rather than a multi-unit franchise network.

The royalty rate is set at 8.0% of gross revenue, and the initial franchise term runs 10 years. Because no franchised units exist, there is no year-over-year unit growth to report. Vendors should view this as an early-stage relationship play: if Honest Art begins awarding franchises, the software decisions made now at HQ could become the de facto standard for future franchisees.

Who controls software purchasing

The 2025 FDD lists three individuals in Item 1: Co-Founder and CEO Gabriel Cruz, Co-Founder and Creative Director Liza Cruz, and Studio Manager Iviana Rexach. In a single-unit, founder-led organization, software purchasing authority almost certainly rests with Gabriel Cruz for operational and back-office tools, while Liza Cruz may drive decisions around creative or curriculum-related platforms. Iviana Rexach, as studio manager, likely handles day-to-day operational tools and could be the primary user-buyer for scheduling, billing, or CRM software.

There is no CIO, CTO, or dedicated IT procurement role named in the FDD. Vendors should prepare to engage the founders directly and demonstrate clear value to a small, hands-on leadership team.

Mandated and current tech stack

Honest Art’s 2025 FDD does not mandate or recommend any specific technology systems. No POS provider, scheduling platform, CRM, or accounting software is named in the document. This absence of a mandated tech stack means the brand is either using ad-hoc consumer-grade tools or has not yet standardized its technology for franchise replication.

For a vendor, this is both an opportunity and a challenge. There is no incumbent to displace, but there is also no established budget line or evaluation process for software. A pitch to Honest Art must start with education on the operational value of the tool, not just a feature comparison against a competitor.

Procurement, renewals, and timing

The FDD provides no Item 8 procurement extract, so the brand’s supplier qualification process—if any—is not publicly documented. This further supports the view that purchasing is informal and founder-driven.

On the renewal side, Item 17 outlines a successor agreement option: franchisees in good standing may renew for up to two additional terms of five years each, subject to a 10% successor fee based on the then-current initial franchise fee, execution of a general release, and compliance with updated training and standards. The franchisor also reserves the right to decline renewal if it withdraws from the geographic area. For software vendors, these renewal windows are not near-term events, but they signal that Honest Art envisions a long-term franchise relationship where technology standards could be refreshed at each renewal cycle.

How to read the Honest Art FDD

The full 2025 Honest Art Franchise Disclosure Document is available below. It contains the legal and operational disclosures that govern the franchise relationship, including the items referenced throughout this page. Reviewing the FDD directly is the best way to verify the information here and uncover additional details relevant to your software sales strategy.

For a ranked list of franchise brands that match your ideal customer profile, FranCloud can help you prioritize your outreach.