Heartland Home Services

What Heartland Home Services does

Heartland Home Services, Inc. is a residential home services platform founded in November 2017 by North Branch Capital, a lower middle-market private equity firm based in Oak Brook, Illinois. Headquartered in Grand Rapids, Michigan, the company acquires and operates established HVAC, plumbing, and electrical service businesses across the United States. As of August 2022, Heartland operated through 35+ locally branded subsidiaries across 8 states (Illinois, Indiana, Kentucky, Michigan, Missouri, Ohio, Wisconsin, and Delaware), collectively serving over 1,000,000 residential customers annually with 1,700+ team members.

The company delivers non-discretionary residential HVAC, plumbing, and electrical repair, replacement, and maintenance services through technician visits to homeowner properties. Under its "Shared Strength, Delivered Locally" model, acquired brands retain their original names, customer relationships, and operational leadership, while gaining access to centralized shared services including advertising, marketing, purchasing power, technician training (the National Trade Academy via the National Heating and Air Conditioning brand), and a technology platform. Pricing is per-job and quote-based, reflecting the variability of equipment, scope, and geography; revenue is generated through service fees, equipment sales, and maintenance contracts.

Heartland's go-to-market is a buy-and-build roll-up: it identifies best-in-market home services companies with established local reputations, acquires them, and scales them through cross-trade selling, geographic densification, and operational leverage. The platform is led by CEO Bill Viveen, with VPs of Marketing and Business Development overseeing acquisition sourcing and integration. Equipment-supply relationships include a preferred-OEM partnership with Lennox, structured around the Thielmann Group acquisition in June 2022.

Name

Heartland Home Services

Legal name

Heartland Home Services, Inc.

Website

https://heartlandhomeservices.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Heartland Home Services is a North Branch Capital-backed roll-up platform that acquires and operates residential HVAC, plumbing, and electrical service brands across the U.S. Midwest, serving over one million homeowners annually through 35+ locally branded subsidiaries.

Ownership category

akta.pro rank

Headquarters

HQ city

Macomb

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Residential HVAC Services: Repair, replacement, and maintenance services for heating, ventilation, and air conditioning systems in residential properties. Revenue generated through service fees, equipment sales, and maintenance contracts.
2. Plumbing Services: Residential plumbing repair, replacement, and maintenance services. Non-discretionary services as plumbing issues require immediate attention.
3. Electrical Services: Residential electrical services including repair, replacement, and installation of electrical systems.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Heartland Home Services provides residential HVAC, plumbing, and electrical repair, replacement, and maintenance services through a portfolio of 35+ acquired local brands operating across the Midwest and select East Coast markets. The company operates a 'Shared Strength, Delivered Locally' platform that aggregates independent home services companies under shared technology, training, purchasing, and marketing resources while preserving local brand identity.

Product overview

Heartland Home Services operates as a technology-enabled platform for residential home services, offering HVAC, plumbing, and electrical services through a portfolio of 35+ acquired brands across 8 states (Illinois, Indiana, Kentucky, Michigan, Missouri, Ohio, Wisconsin, and Delaware). The platform aggregates industry-leading companies dating back to 1904 under a 'Shared Strength, Delivered Locally' model, where each brand operates independently under its own name while sharing best practices, technology resources, purchasing power, and training capabilities. Brands like Randazzo Heating & Cooling (Macomb, MI flagship), Williams Heating and Cooling (Detroit Metro), Deljo Heating and Cooling (Chicago North Shore), The Thielmann Group (Southeast Wisconsin), and Custom Mechanical (Delaware) represent the diverse regional footprint. The company collectively serves over 1,000,000 customers annually with 1,700+ team members.

Differentiator

Problem solved

Functional benefit

Products and services

• HVAC Services
• Plumbing Services
• Electrical Services

Quantifiable outcome

• Schaafsma Heating & Cooling grew workforce by 40% post-acquisition
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• LennoxminorOthers · 17 June 2022Lennox is mentioned as the preferred OEM partner for The Thielmann Group acquisition. The Lennox partnership relationship influenced the acquisition deal structure with Thielmann.
• Katten Muchin Rosenman LLPminorImplementation/ SI/ Consulting PartnerLegal counsel for Heartland Home Services and North Branch Capital in multiple transactions.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Apex Service Partners: PE-backed residential HVAC, plumbing, and electrical services roll-up operating across the Southeast and Midwest. Closest comparable to Heartland in strategy (acquire, retain brand autonomy, share back-office), product mix (HVAC-led with plumbing/electrical extension), and customer (residential homeowners).
• Neighborly (formerly Dwyer Group): Multi-brand residential home services franchisor covering plumbing, HVAC, electrical, and other trades (Mr. Rooter, Mr. Electric, Aire Serv, etc.). Comparable multi-brand residential home services aggregator serving homeowners across the U.S., though franchisor-led vs Heartland's direct ownership model.
• CoolToday: Residential HVAC, plumbing, and electrical services platform backed by Audax. Highly comparable to Heartland in being a roll-up of regional HVAC brands targeting homeowners in the U.S. Sun Belt and Southeast.
• Authority Brands: Multi-brand residential services franchisor (Authority Heating & Air Conditioning, Benjamin Franklin Plumbing, Mister Sparky Electric, The Grounds Guys, etc.). Operates an analogous multi-brand home services aggregation strategy targeting U.S. residential customers.
• HomeServe USA: Provider of home repair service plans and home services to residential customers across the U.S. Comparable residential home services business model with recurring maintenance contracts, though with a warranty/network model rather than direct technician employment.
• Service Logic: PE-backed commercial and residential HVAC, plumbing, and electrical services platform. Comparable acquisition-led roll-up model with shared back-office and local-brand retention, similar target customer base in residential services.

Broad incumbents

• Roto-Rooter: Large national plumbing and drain services franchise company. Highly comparable residential plumbing service delivery model, with significantly larger national footprint and brand recognition than Heartland's plumbing-only brands.
• Frontdoor: Publicly traded home warranty and on-demand home services company serving U.S. homeowners. Operates a residential home services platform with broader geographic coverage and recurring service-contract revenue similar to Heartland's maintenance business.
• Carrier Global: Global HVAC OEM and one of the largest residential HVAC equipment manufacturers in the U.S. Sets the equipment standards, dealer-network dynamics, and refrigerant roadmap that fundamentally shape Heartland's residential service business.

Others

• Lennox International: HVAC equipment OEM and Heartland's preferred equipment partner. Adjacent rather than competitive — provides the equipment Heartland installs — but shapes Heartland's unit economics, warranty support, and supply-chain positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heartlandhomeservices

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries32 records

Funding overview

Funding rounds1 record

Investors1 record

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

M&A10 records

Investments

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

Frequently asked questions about Heartland Home Services