AroFlo
AroFlo is a cloud-based field service management software platform for trade service businesses, offering scheduling, quoting, job management, invoicing, and a Lightning AI layer with five specialized agents. Founded in 2001 in Melbourne and acquired by Simpro Group in 2022.
- Company typePrivate
- Founded2001
- HeadquartersRingwood, Australia
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What AroFlo does
AroFlo is a cloud-based field service management (FSM) software platform purpose-built for trade service businesses such as plumbers, electricians, HVAC contractors, solar installers, construction firms, and specialty trade contractors. Founded in 2001 and headquartered in Melbourne, Australia, the platform handles quoting, scheduling, dispatching, job and project management, inventory, invoicing, payments, and compliance documentation across three interfaces: AroFlo Office (desktop), AroFlo Field (mobile), and AroFlo App (native iOS/Android). The platform is deeply integrated with accounting software (Xero, MYOB, QuickBooks), payment gateways (Stripe, Square), and trade suppliers (Reece, Rexel), with the company claiming 600+ connected suppliers and the AroConnect feature for inter-subscription work sharing.
AroFlo operates a subscription SaaS model with monthly billing and quote-based pricing (an EOFY promotion offers 50% off setup), supplemented by transaction-based payment revenue and a partner referral program paying 10% recurring commissions. The company sells to SMB and mid-market trade businesses through direct sales (phone support in Australia, New Zealand, and the US), self-serve mobile app adoption, and an indirect partner channel. Acquired by Simpro Group in 2022, AroFlo now sits within a three-brand FSM portfolio (Simpro, AroFlo, BigChange) collectively serving more than 24,000 trade businesses and 450,000 users across Australia, New Zealand, North America, the UK, and Europe.
The company's most significant recent product initiative is AroFlo Lightning, launched in May 2026 as an AI intelligence layer featuring a proprietary AI brain ("Cooper") and five specialized agents (JustAsk, FieldReady, JobReady, JobScribe, JobBrief) that automate job preparation, technician training, documentation capture, and customer communication. The company has also introduced an AI Bill Scanner using computer vision for invoice data extraction. AroFlo is a private, venture-backed-style subsidiary; revenue is not publicly disclosed and the company has 51-100 employees with founder Guy Arrowsmith serving as CEO.
AroFlo firmographics
Firmographics- Name
- AroFlo
- Legal name
- AroFlo Innovations Pty Ltd
- Website
- https://aroflo.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AroFlo is a cloud-based field service management software platform for trade service businesses, offering scheduling, quoting, job management, invoicing, and a Lightning AI layer with five specialized agents. Founded in 2001 in Melbourne and acquired by Simpro Group in 2022.
- Ownership category
- akta.pro rank
AroFlo industry classification
Industry- Product category
- Field Service Management Software
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming Services (7371)
- akta.pro primary industry
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
Keywords
Where AroFlo is headquartered
LocationHeadquarters
- HQ city
- Ringwood
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AroFlo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription - AroFlo Premium: Software-as-a-Service subscription model for job management, scheduling, inventory, quoting, invoicing, and reporting. Includes access to core FSM platform features and Lightning AI capabilities.
- Transaction-based Payments: Integration with payment gateways (Stripe, Square) enabling digital payments. Revenue may include transaction fees or take-rate on payments processed through the platform.
- Partner Referral Commissions: Partner program offering 10% recurring referral fee on successful deals. Partners earn as long as referred customers remain active.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | AroFlo Premium - Full feature set for trade businesses |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
AroFlo product offering
Product offeringCore offering
AroFlo sells a cloud-based field service management (FSM) and job management software platform purpose-built for trade businesses such as plumbers, electricians, HVAC contractors, builders, and solar installers. The platform unifies quoting, scheduling, timesheets, inventory, asset management, project management, invoicing, payments, and supplier catalogue integrations across Office (desktop), Field (mobile), and native iOS/Android apps. AroFlo Lightning, an AI intelligence layer launched in May 2026, adds an AI brain called Cooper plus five specialized agents (JustAsk, FieldReady, JobReady, JobScribe, JobBrief) that automate business intelligence, technician training, job preparation, documentation, and customer communication.
Product overview
AroFlo is a cloud-based field service management (FSM) platform for trade businesses, available as a unified product with three interfaces: AroFlo Office (desktop for office staff), AroFlo Field (mobile for technicians), and AroFlo App (native iOS/Android). The platform connects office and field teams to handle scheduling, inventory, asset management, project management, quoting, invoicing, GPS tracking, and supplier integrations. AroFlo Lightning is an AI intelligence layer add-on featuring Cooper AI brain and five specialized AI agents (JustAsk, FieldReady, JobReady, JobScribe, JobBrief) that automate job preparation, documentation, technician training, and customer communication. Additional features include AroConnect for inter-subscription work sharing, AI Bill Scanner for invoice processing, and SMS gateway integration via MessageMedia. The platform integrates with major accounting software (Xero, MYOB, QuickBooks), payment gateways (Stripe, Square), and supplier catalogues (Reece, Rexel, Groundplan). Training and support services include AroFlo Academy eLearning and live training webinars.
Differentiator
Problem solved
Functional benefit
Products and services
- AroFlo AroFlo is a cloud-based field service management (FSM) and job management software platform for trade businesses. It handles scheduling, inventory, asset management, property data, projects, reporting, quoting, subcontractor management, invoicing, payments, GPS time tracking, compliance forms, and supplier catalogue integration, delivered via Office (desktop), Field (mobile), and native iOS/Android apps. It is sold as a monthly recurring subscription (AroFlo Premium) to SMB and mid-market trade contractors.
- AroFlo Lightning AroFlo Lightning is an AI-native intelligence layer that sits on top of the AroFlo FSM platform. It features an AI brain called Cooper and five specialized AI agents (JustAsk, FieldReady, JobReady, JobScribe, JobBrief) designed to automate job preparation, documentation, technician training, customer communication, and natural-language business intelligence, multiplying workforce capacity for trade businesses.
Quantifiable outcome
- 29% decrease in customer no-show rates
- +6 more outcomes
Companies that use AroFlo
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles2 records
AroFlo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability8 records
Feature9 records
AroFlo partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and major.
- MYOBcoreAroFlo is a MYOB Premium Developer Partner and authorized MYOB add-on. The integration combines MYOB's accounting prowess with AroFlo's job management power, allowing client/supplier updates and finalized purchase orders/invoices to flow between systems. Also supports pulling account codes, clients, and suppliers into AroFlo.
- XerocoreAroFlo's Xero add-on supports seamless flow of financial information. Users can sync clients/suppliers, send invoices, supplier invoices, payments, credit notes, staff timesheets to Xero, and pull bank feed payments back into AroFlo.
- QuickBookscoreAroFlo is a QuickBooks Add-On combining QuickBooks' accounting power with AroFlo's job tracking and invoicing. Integration moves client/supplier updates and finalized purchase orders/invoices to QuickBooks.
- StripecoreStripe integration enables payment links on invoices, Pay Now functionality, and automatic payment reconciliation within AroFlo. Customers can pay via secure payment portal.
- SquarecoreSquare integration enables easy customer payment options directly from AroFlo. Delayed payments can be collected immediately after job completion.
- ReecemajorReece (Australia and New Zealand premium plumbing/bathroom supplier) integration enables direct purchase order placement from within AroFlo. maX online catalogue access provides up-to-date pricing and product information.
- RexelmajorRexel (electrical and data component supplier) online catalogues integrated within AroFlo. Provides dedicated pricing, real-time inventory access, and automated invoice import from Lear & Smith, Ideal, and John R. Turk brands.
- GroundPlancoreFree integration with GroundPlan for takeoffs and estimating. Users can measure on screen, export quantities list to AroFlo quotes, and sync inventory lists in real time.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
AroFlo competitors and assessment
Company assessmentDirect peers
- BigChange: UK-based FSM platform also owned by Simpro Group, sharing the Lightning AI layer. Adjacent geographic focus (UK/EU) with comparable trade vertical positioning and field-mobile workflow.
- Housecall Pro: US FSM SaaS for home service professionals with similar SMB target, field-mobile workflow, and integrated payments model. Comparable feature breadth with AI assistant features (Max) being rolled out.
- Jobber: Canadian FSM SaaS serving home service trades (plumbing, HVAC, electrical, landscaping) in North America and globally. Closely comparable SMB target segment, subscription pricing, and field-to-office workflow. Recently added AI features to compete on agent capabilities.
- FieldEdge: US FSM software for HVAC, plumbing, and electrical contractors. Comparable SMB trade vertical, recurring revenue features, and integrated invoicing/payments model.
- ServiceTitan: US-based FSM platform targeting commercial trades and larger residential service contractors. Direct overlap in trades verticals with broader enterprise feature set; sets the competitive benchmark for AI-enabled FSM at scale.
- Simpro: Sister company within Simpro Group, targeting commercial/enterprise trades with project management focus. Same Lightning AI platform, complementary target market (commercial vs. SMB residential), and shared parent ownership.
- WorkWave ServiceTechnician: US-based FSM suite serving field service businesses across pest control, lawn care, and mechanical trades. Comparable scheduling, dispatch, and mobile workflows with similar SMB target segment.
- ServiceM8: Australia-based FSM software for trade businesses (plumbers, electricians, HVAC). Most direct ANZ competitor with overlapping target customers, similar SMB pricing model, and a mobile-first technician app. Acquired by Salesforce in 2020.
Emerging players
- ServiceTrade: Commercial-only FSM SaaS for fire protection, mechanical, and building service contractors. Smaller scale and narrower scope but overlapping AI-driven documentation and customer briefing workflows similar to Lightning's JobScribe and JobBrief agents.
Broad incumbents
- Salesforce Field Service: Enterprise-grade FSM offered as part of Salesforce Service Cloud. Competes for larger trade and industrial service businesses; broader portfolio and significantly larger sales footprint, but less trade-vertical specialization than AroFlo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
AroFlo social profiles
Digital presenceAroFlo financial estimates
Financial estimateRevenue estimate
Valuation estimate
AroFlo leadership team
Management profileNumber of profiles
Profiles1 record
AroFlo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AroFlo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AroFlo
What does AroFlo do?
AroFlo sells a cloud-based field service management (FSM) and job management software platform purpose-built for trade businesses such as plumbers, electricians, HVAC contractors, builders, and solar installers. The platform unifies quoting, scheduling, timesheets, inventory, asset management, project management, invoicing, payments, and supplier catalogue integrations across Office (desktop), Field (mobile), and native iOS/Android apps. AroFlo Lightning, an AI intelligence layer launched in May 2026, adds an AI brain called Cooper plus five specialized agents (JustAsk, FieldReady, JobReady, JobScribe, JobBrief) that automate business intelligence, technician training, job preparation, documentation, and customer communication.
Is AroFlo a public or private company?
AroFlo is a private company. It is classified as corporate owned and is currently operating.
When was AroFlo founded?
AroFlo was founded in 2001. It employs 51 to 100 people.
Where is AroFlo based?
AroFlo is headquartered in Ringwood, Australia, in the Oceania region.
How does AroFlo make money?
Three revenue lines are on record. Subscription - AroFlo Premium is the primary driver. The others are transaction-based Payments and partner Referral Commissions.
Who are AroFlo's main competitors?
Direct peers on record are BigChange, Housecall Pro, Jobber, FieldEdge, ServiceTitan, Simpro, WorkWave ServiceTechnician and ServiceM8. ServiceTrade is listed as an emerging player. Salesforce Field Service is listed as a broad incumbent.
Does AroFlo have an API?
Yes. AroFlo API allows 3rd Party Integrations directly with AroFlo. The API Terms of Use is documented on their policies page. Zapier integration is also mentioned as a connection method for connecting to other business software.
What industry is AroFlo in?
AroFlo's product category is Field Service Management Software. Its primary akta.pro industry code is HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs). Its NAICS code is 541511 and its SIC code is 7371.