Building a Relocation Company on a Legacy
When John Zilka stepped into the President role at NRI Relocation in 2019, he inherited a legacy.
For nearly four decades, NRI Relocation has built its reputation on a foundation of “taking relocation personally.” Previous leadership had established a company culture rooted in relationships, trust, responsiveness, and empowering every stakeholder’s voice.
For John, the challenge wasn’t to reinvent the wheel but to accelerate it to the next phase of this already-respected corporate relocation company.
“I came in with deep respect for what had already been built,” John shared. “You don’t walk into a successful operation and try to disrupt everything. You learn, you listen, and then you evolve.”
Before officially taking the reins, John spent two years working under Susan Bender, NRI’s previous CEO, absorbing the business. Susan reflected on the transition: “I only hoped that the service aspect of NRI would be maintained. That comes from the top.”
From day one, preserving NRI’s employee-friendly environment was non-negotiable. “We’re not a top-down, rigid organization,” John explains. “We want people to have personal lives, go to their kids’ events, and feel trusted. That’s part of what makes us strong.”
But honoring the past didn’t mean standing still. The operations side was already strong thanks to an experienced team and proven service model. Instead, John focused on modernizing NRI Relocation’s technology and growing the business with an aggressive marketing and sales strategy.
Preserving NRI Relocation’s Culture Through the COVID-19 Pandemic
Just nine months into John’s tenure, the COVID-19 pandemic disrupted the relocation industry.
The company had to pivot to support remote work, but fortunately, NRI Relocation was ready. A multi-year overhaul of the company’s internal software had launched in March 2020, just as the pandemic hit. The new cloud-accessible platform allowed the team to work remotely seamlessly.
“We were lucky,” John admitted. “The timing was perfect.”
But technology alone couldn’t preserve culture. Remote work meant losing the organic interactions that built NRI Relocation’s internal relationships. To compensate, John emphasized regular digital interaction with the team.
“You have to be deliberate,” he said. “Culture doesn’t happen by accident when you’re remote. You have to create space for connection.”
That space included bi-weekly meetings, open forums for employee feedback, and team celebrations adapted to virtual formats.
To John, it was essential that NRI Relocation’s culture be preserved through the pandemic and beyond.
“We want people to enjoy working here. We want them to stay,” John said. “Tenured employees aren’t just efficient, they’re knowledgeable, invested, and able to solve problems on the fly. That’s good for our clients and good for our team.”
Human First, Tech Forward: NRI Relocation’s Approach to AI
Like many industries, relocation is grappling with how artificial intelligence will reshape its future. For John, the answer lies in balance.
“There’s no question AI will play a role,” he said. “Especially in reporting and delivering information to clients and transferees. It can make things more efficient, more accessible.”
NRI Relocation is already exploring ways to integrate AI into its service model, particularly through ReloHub®. The goal is to create a seamless experience where clients can access policy insights, best practices, and program data. However, John points out that not everything can, or should, be automated.
“There are parts of this industry that are AI-proof,” he explained. “You still need people to pack boxes. You still need human relationships in real estate. You still need trust. AI can’t replace that.”
For this reason, John thinks NRI Relocation is well-positioned for the future. “The value will be how much knowledge and problem-solving experience you have. How many times have you seen unique situations, and can you come up with a solution that works quickly?”
Mike O’Brien, an NRI Relocation board member who has worked with the company since its inception, echoed this sentiment: “AI won’t have the hands-on that NRI’s people have now. For many people, it’s the first time they’ve ever had to move across the country. It’s a nerve-wracking experience. The personal touch that NRI provides will stand them in good stead over time. Combine the hands-on service with AI. It doesn’t have to be either-or.”
The Future of the Relocation and Global Mobility Industries
Beyond AI, the relocation industry faces seismic shifts in how people work and move. Remote work, U.S. isolationist policies, and real estate consolidation are all reshaping the landscape. But John remains optimistic.
“It’s hard to predict the impact of remote work. But I do think collaboration and trust are built in person. Most of our clients still want their people within striking distance of an office. Hybrid models are common, but we haven’t seen a hard change in our orders based on people working remotely.”
John also thinks that the diversity of NRI Relocation’s service offerings will serve them well if the volume of global mobility moves becomes uncertain. “Isolationist policies could reduce international relocations, but they might also spur domestic growth. If companies are reshoring operations, they’ll need to move talent within the U.S. That could actually increase our domestic volume.”
Mike O’Brien also sees an opportunity for NRI Relocation as corporate relocation policies and packages evolve. “Customization is going to be an attribute employers want from a relocation company. I think NRI Relocation will be faster than the bigger RMCs. They have an opportunity to provide a one-touch online menu of services.”
A New Era For NRI Relocation
So what does the future look like for NRI? In a word: growth.
NRI Relocation sees an opportunity to expand its industry reach. The relocation company is becoming more aggressive in sales and marketing, with a re-energized, entrepreneurial spirit. Recent retirements have opened the door to new talent, and John describes the current atmosphere as “startup-like,” despite the company’s four-decade foundation.
“We’re building on 40 years, but it feels like day one,” John said. “There’s momentum, hunger, and a clear vision for where we’re going.”
That vision includes continued investment in ReloHub®, integration of AI tools currently in development, and a continued focus on client experience and nurturing the NRI Relocation culture.
To at Least 40 More Years
As NRI Relocation celebrates its 40th anniversary, the company’s legacy is secure, and its future is just beginning.
Under John’s leadership, NRI is proving that growth doesn’t have to come at the expense of culture. Technology can enhance empathy. AI can support, not replace, human connection.
To Mike O’Brien, NRI Relocation’s future maintains the values of its founders. “The same integrity that Ted and Herb carried with them, this company still carries.”
“We’re not just moving people,” John said. “We’re moving with them.”
Here’s to at least 40 more years of NRI Relocation moving talent forward by taking relocation personally!