What Lace does

Lace Software (operating as Lace AI) is a private artificial intelligence software company that provides revenue automation software for call centers serving the home services trades, including HVAC, plumbing, electrical, roofing, and home remodeling companies. Founded in 2021 by Boris Valkov, a former AI engineer at Meta, the company is headquartered in Mountain View, California, with an R&D and finance center in Sofia, Bulgaria. The company sells into a market it sizes at $650 billion and addresses the core operational problem that home services businesses lose more than 40% of inbound call revenue through unanswered calls, unbooked jobs, and missed follow-ups. Its customer base spans SMB and mid-market operators, with named logos including A1 Garage Door Service, PipeDreams, Eco Plumbers & HVAC, R.S. Andrews, Call Dad AC & Heating, SageHome, Universal Windows Direct, Air Docs, T-Mark, All States Home Improvement, and Wrench Group (the last being a national operator spanning 27 markets across 14 U.S. states).

The product consists of two integrated modules. The AI CSR is an autonomous voice agent that provides 24/7 inbound call coverage, books appointments directly into home services CRMs (with ServiceTitan as the deepest integration, leveraging Automatic Call Processing to match technicians to jobs), and follows up on unbooked calls through outbound voice and SMS in pursuit of zero abandoned calls. The AI Revenue Engine is an analytics and coaching layer that ingests call data to surface opportunity detection, targeted CSR coaching, industry benchmarking, and objection detection. Both products are proprietary and purpose-built for the trades rather than adapted from generic call center software, and they integrate with a broad CRM set that includes ServiceTitan, Housecall Pro, Jobber, FieldEdge, ServiceFusion, Workiz, Salesforce, HubSpot, LeadPerfection, MarketSharp, BuilderPrime, i360, FieldRoutes, PestPac, Acculynx, JobNimbus, Roofr, and Pipedrive. AI modalities span audio (voice), text (transcript analysis), and structured data (booking and rehash metrics), and AI capability types include autonomous agents, speech and audio processing, process automation, predictive analytics, and recommendation engines.

Lace operates a SaaS subscription model with monthly billing on a quote-based, demo-driven sales motion. The company employs between 11 and 50 people across its Mountain View HQ and Sofia R&D center and is actively hiring across Engineering, Sales, Customer Success, Marketing, Product, and Finance. Through April 2025, the company had raised approximately $19 million in total funding, anchored by a $14 million seed round led by Bek Ventures with participation from Horizon and LAUNCHub Ventures (an earlier $5.1M round in 2022 was led by Canvas Prime with Horizons Ventures and LAUNCHub Ventures). The company reports 400% revenue growth in the first half of 2024 and 1000% growth for the full year 2024, though absolute revenue is not disclosed. Distribution combines direct sales with a partner ecosystem spanning ServiceTitan, Power Selling Pros, Nexstar, Lennox, and Rheem.

Name

Lace

Legal name

Lace Software

Website

https://laceai.net

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Lace AI is an AI-powered revenue automation platform for call centers serving home services trades such as HVAC, plumbing, roofing, and remodeling. Founded in 2021 by ex-Meta engineer Boris Valkov, it offers an autonomous voice agent and a revenue intelligence analytics engine with deep CRM integration.

Ownership category

akta.pro rank

Product category

Call Center AI Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Prepackaged Software (7372)

akta.pro primary industry

Contact Center Speech AI (agent assist, IVR automation) (HDAAAFAL)

akta.pro secondary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

Keywords

• Call center AI
• Revenue intelligence
• Home services software
• Voice AI platform
• Appointment booking software

Headquarters

HQ city

Mountain View

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. SaaS Subscription - Call Center AI Platform: Subscription-based SaaS model providing AI-powered call center revenue automation for home services businesses. Revenue generated from recurring platform fees with human-plus-AI model enhancing call conversion and operational efficiency.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Lace AI sells an AI-powered revenue automation SaaS platform for call centers serving the home services trades (HVAC, plumbing, electrical, roofing, remodeling). Its two core products are AI CSR, an autonomous voice agent that answers inbound calls 24/7, books jobs directly into CRMs such as ServiceTitan, and follows up on unbooked calls via outbound and SMS, and AI Revenue Engine, which provides call analytics, opportunity detection, and targeted CSR coaching. Customers subscribe on a monthly recurring basis to recover lost revenue from abandoned and unbooked calls.

Product overview

Lace is an AI-powered revenue automation platform for call centers serving the home services industry (HVAC, plumbing, electrical, roofing, and remodeling). The platform consists of two integrated products: AI CSRN (autonomous AI agent for 24/7 call handling and appointment booking) and AI Revenue Engine (analytics and coaching platform for performance optimization). Together, these products help businesses recover over 40% of unbooked calls and transform overlooked phone leads into predictable revenue streams.

Differentiator

Problem solved

Functional benefit

Products and services

• AI CSR

Quantifiable outcome

• Up to 98% booking rates achieved by some customers
• +6 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability8 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• Wrench GroupcoreStrategic or Co-development Partner · 3 March 2026Strategic partnership to deliver AI-driven customer support solutions across Wrench Group's operations spanning 27 markets in 14 US states. AI platform handles routine interactions, provides real-time performance insights, and supports Contact Center Representatives to improve speed-to-lead, booking rates, and service consistency.
• Power Selling ProscoreGTM or Marketing PartnerIndustry-first combination of world-class coaching and AI-driven call intelligence. Power Selling Pros provides expert coaching to help CSRs master skills to convert; Lace AI surfaces actionable insights from every call to drive revenue growth. Partnership designed to maximize revenue, elevate customer experience, and empower call center teams.
• ServiceTitancoreTechnology or IntegrationDeep CRM integration allowing Lace AI to book appointments directly into ServiceTitan, matching the right technician to job type based on ACP (Automatic Call Processing). Primary integration partner for home services automation workflow.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cresta: Cresta provides generative AI for contact centers, including real-time agent assist, coaching, and AI agents. Highly comparable to Lace's voice AI and revenue intelligence platform, though Cresta operates horizontally across industries rather than specializing in home services.
• Replicant: Replicant builds autonomous voice AI agents that resolve customer service calls end-to-end for enterprises. Comparable to Lace's AI CSR in autonomous call handling, though Replicant serves a broader set of verticals and larger enterprise customers.
• PolyAI: PolyAI develops enterprise conversational AI for contact center automation, focused on voice-first customer service. Comparable voice AI agent technology targeting call centers, though PolyAI is focused on larger enterprise deployments.
• Balto: Balto provides real-time call coaching and agent assist software for contact centers. Directly comparable to Lace's AI Revenue Engine coaching and analytics capabilities, with similar real-time guidance use cases for sales and service calls.
• Air AI: Air AI offers autonomous AI voice agents that can conduct full-length phone conversations for sales and customer service. Comparable AI voice agent technology handling inbound and outbound calls, positioned for SMB and mid-market use cases similar to Lace's.
• Goodcall: Goodcall provides AI-powered call answering and lead capture for small businesses. Comparable in target customer (SMBs) and core capability (AI call handling), though Goodcall is vertical-agnostic and lighter-weight than Lace's full revenue intelligence suite.
• Smith.ai: Smith.ai offers AI-augmented virtual receptionist and call answering services for SMBs and professionals. Comparable in handling inbound SMB calls, though Smith.ai uses a human-plus-AI staffing model while Lace is AI-led with human coaching.

Broad incumbents

• Invoca: Invoca provides call tracking, conversation intelligence, and AI-driven insights for marketers and contact centers. Comparable in call analytics and revenue intelligence capabilities, serving a broader set of verticals (especially healthcare and home services) at the enterprise level.
• CallRail: CallRail provides call tracking, analytics, and lead attribution for marketers and businesses. Comparable in call intelligence and analytics functionality, with deep penetration into home services, legal, and healthcare verticals.

Others

• ServiceTitan: ServiceTitan is the dominant CRM and operations platform for home services contractors and a core integration partner for Lace. It is an ecosystem participant rather than direct competitor, but ServiceTitan's potential entry into native AI agent capabilities represents a strategic platform risk for Lace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lace.aii

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lace