Since founding HomeKeepr in 2014, Morelli has been at the forefront of every element of the business including product development, business relations, finance, and marketing. Morelli has been deeply involved in the startup sector since 2009, including having founded the real estate and mortgage financial advisory firm, Sirona Advisors. Subsequent to Sirona, Morelli co-founded the web-based business, WhichDoc (and its break out project, Villij), a social recommendation platform for patients seeking help in selecting physicians. Morelli also previously served as Head of Syndicate and Structuring for the residential mortgage and asset backed CDO business at UBS, having joined UBS in 1999. Morelli holds a bachelor of science degree from Cornell University.