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St. Pete tech company doubles down on growth

Veronica Brezina



XPRO celebrates its name change to Bedrock and its new HQ. President Osama Sabbah cuts the ceremonial ribbon. All photos: Veronica Brezina.

XPRO, a cloud-based supplier enablement solution company that recently relocated to St. Pete, will now be known as Bedrock as part of a branding strategy to further its goal of becoming a public company.

Bedrock relocated from its 3,000-square-foot space in the Rivergate Tower, also known as the Sykes building, several months ago to the Morgan Stanley tower in St. Pete. Last week, the team hosted a ribbon-cutting event, celebrating its new home on the eighth floor while simultaneously announcing the rebrand. 

The Bedrock logo. Image provided.

“As an entrepreneur, it’s hard to let go, but a successful entrepreneur knows when to,” said Osama Sabbah, president of Bedrock, explaining how he has built the XPRO brand for four years. 

Sabbah is a Palestinian immigrant who moved to the U.S. when he was 17 years old. He has served as a consultant for a handful of Fortune 500 companies in transforming their shared services into a center of excellence through automation and innovation. 

“As our product suite and solutions continue to transform, we felt this was the ideal time to introduce a brand that aligns with our innovative culture,” the company said. 

Sabbah said the new reinvented brand was a strategy led by CRO Devin Noonan. 

“We think about how we landed here and the evolution that led us to XPRO to Bedrock today, we looked at the value we provide clients and the core values we instill in our employees, and these are foundational components to our success,” Noonan said during the event, to 100-plus attendees. “At Bedrock we want to be that foundational piece for procurement and AP transformation. It’s quite literally the ground upon which we all stand. It is strong, it is sturdy, it is essential.” 

Bedrock CRO Devin Noonan (center) announces the name change.

Bedrock has 22 hybrid and in-office employees based in St. Pete. In 2023, the team is aiming to double its headcount through the expansion of its tech, sales and client delivery lines. 

The group is looking to hire senior developers and has a relationship with St. Pete-based software training company CodeBoxx, which has helped deliver a talent pipeline. 

Today, Bedrock is valued north of $40 million and is launching its Series A round.

It previously raised over $2 million in a seed round led by Michigan-based Wickfield Capital LLC.

Sabbah said he foresees the company going public in the next several years. During the event, he emphasized how the core “hustle” and “empathy” values his team embraces will continue to be instilled as the company expands. 

RELATED: Startup City: Get rid of silos, build bridges

Interesting fact: Sabbah received his naturalized U.S. citizenship by taking the Oath of Allegiance at Tropicana Field several months ago. 

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    Tom O'Keefe

    December 6, 2022at6:16 pm

    Bedrocks was the name of a great beach bar on Treasure Island back in the day!!! LOL. Best of luck to you!!!!

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