While on the hunt for a new apartment, three friends from Richmond, Wis.,–Alec Slocum, Adam Olien and Chad Aldous–all found themselves feeling the same way about the process: miserable. This frustration led them to create Wisconsin’s first apartment search engine, MoveinMadison.com.

The company’s mission is to put every apartment in Madison at one’s fingertips.

“When you’re searching for an apartment online you want three things: A complete database of local apartments to search through, up-to-date information on availability and amenities for each of those apartments and a search experience that is fast and modern,” Slocum said. “We designed every part of MoveinMadison to accomplish those three things.”

In the nearly 12 months of late nights and work-weekends spent developing the site, they discovered how much effort listing properties online can be. To be of value to both the renter and the landlord, MoveinMadison aimed at making the process of posting and editing properties online “simple and intuitive,” according to Slocum.

The founders, who are currently in gener8tor‘s winter class, plan to keep their focus on long-term lease apartments with the potential of adding some subletting functionality if users continue to ask for it.

MoveinMadison is currently a three-member team with Slocum as CEO, Aldous as the designer and Olien as the developer, though they get help from contractors and interns. The company’s first hire will be a sale representative as it moves into new markets beyond Madison in the coming months.