Coolray

What Coolray does

Coolray Heating & Air Conditioning is a privately held, multi-trade residential home services company headquartered in Marietta, Georgia, founded in 1966. The company serves homeowners in Metro Atlanta and Nashville, Tennessee through a direct-to-consumer field-services model spanning heating, air conditioning, plumbing, electrical, water treatment, and insulation. Service delivery is run through 24/7 phone dispatch and online scheduling, with Trust-Certified technicians dispatched to customer homes for repair, installation, and maintenance work, supported by an exclusive Carrier dealer relationship covering Infinity, Performance, and Comfort product lines, premium smart thermostats (Côr, Infinity Touch Control), air purifiers, UV germicidal lamps, and steam humidifiers.

Revenue is generated across six streams: on-demand HVAC/plumbing/electrical service and repair; equipment sale and installation (Carrier systems, Generac generators, water heaters, electrical panels, insulation); recurring CoolCare/PlumbingCare/ElectricalCare subscription maintenance agreements starting at $16.99/month; third-party-lender financed equipment purchases (e.g., $60/month AC replacement, 0% interest for 60 months); a Tell-A-Friend referral program; and water quality testing and treatment services. The Lifetime Parts & Labor Warranty on qualifying Carrier systems, the wholly-owned Mr. Plumber and BriteBox Electrical sub-brands, and co-marketing with regional utilities (Georgia Power, Cobb EMC, Snapping Shoals EMC, Sawnee EMC) are distinguishing structural features.

The company operates as a Carrier-exclusive HVAC dealer in partnership with Generac in Tennessee, employs 501-1,000 people, and maintains two operational hubs (Marietta, GA and Nashville, TN). Its asset imagery is hosted under the "wrenchgroup" domain, indicating Coolray is part of the Wrench Group home-services platform. There is no public ownership, no disclosed institutional investor, and no disclosed parent company beyond the apparent Wrench Group affiliation.

Name

Coolray

Legal name

Coolray Heating & Air Conditioning

Website

https://coolray.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

101–250 employees

Short description

Coolray is a privately held, multi-trade residential home services company founded in 1966, serving homeowners in Metro Atlanta and Nashville with HVAC, plumbing, electrical, water treatment, and insulation services under an exclusive Carrier dealer relationship.

Ownership category

akta.pro rank

Product category

Residential HVAC and Home Services

NAICS

Home and Garden Equipment Repair and Maintenance (811411)

SIC

Steam & Air-Conditioning Supply (4961)

akta.pro primary industry

Hydronic/Baseboard Radiant Heating Service (HSAOACAE)

Keywords

• HVAC services
• Plumbing services
• Electrical services
• Water treatment
• Home insulation

Headquarters

HQ city

Marietta

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, Supply Chain, Technology or R&D

Revenue model

1. HVAC, Plumbing & Electrical Service & Repair: On-demand service calls for heating, air conditioning, plumbing, and electrical repair. Customers pay per visit or service call. Includes emergency 24/7 service.
2. Equipment Installation & Replacement: Sale and installation of HVAC equipment (Carrier furnaces, air conditioners, heat pumps), plumbing fixtures, water heaters, electrical panels, generators, and insulation. Revenue generated from equipment markup and installation labor.
3. CoolCare Maintenance Agreement: Recurring monthly subscription starting at $16.99/month. Includes two annual maintenance visits, drain clearing, water pressure checks, electrical panel inspection, water analysis, discounts on repairs and equipment, and priority service. Validates manufacturer warranties.
4. Financing Programs: Company facilitates financing for equipment purchases (e.g., $60/month AC replacement, 0% interest for 60 months on qualifying Carrier systems) through third-party lenders. Financing arrangements generate revenue via interest or origination arrangements.
5. Referral Program Revenue: Tell-A-Friend referral program rewards existing customers for referring new business. Rewards range from $25 for maintenance/service referrals to $400 for third $1,000+ equipment purchase referral.
6. Water Treatment Services: Water quality testing, water filtration systems, water softeners, reverse osmosis systems, and specialty water solutions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Coolray is a residential home services company that delivers heating, air conditioning, plumbing, electrical, water treatment, and insulation repair, installation, and maintenance to homeowners in the metro Atlanta and Nashville, Tennessee markets. Services are performed by employed Trust-Certified technicians, backed by a 24/7 emergency response and a Lifetime Parts and Labor Warranty on qualifying Carrier Home Comfort Systems. Revenue is generated from per-visit service fees, Carrier equipment sale-and-installation, recurring CoolCare/PlumbingCare/ElectricalCare maintenance agreements, and facilitated financing programs.

Product overview

Coolray is a residential home services company offering HVAC, plumbing, electrical, water treatment, and insulation services across the Atlanta, GA and Nashville, TN metro areas. The company operates as a single-service provider with a unified brand portfolio. Core service offerings include heating and air conditioning repair, installation, and maintenance; plumbing services; electrical services; water treatment; and insulation. The company sells and installs Carrier brand HVAC equipment including air conditioners (Infinity and Performance series), furnaces, and heat pumps, along with related accessories such as Carrier thermostats (Infinity Touch Control, Côr), air purifiers, UV germicidal lamps, and steam humidifiers. Coolray also offers third-party water treatment products, Generac generators, EV charger installation, and comprehensive maintenance agreements under the CoolCare, PlumbingCare, and ElectricalCare programs. The company's distinguishing feature is its Lifetime Parts and Labor Warranty on qualifying Carrier systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Coolray Heating Services Heating system repair, installation, and maintenance for residential HVAC heating equipment in metro Atlanta and Nashville.
• Coolray Air Conditioning Services Air conditioning repair, installation, and maintenance for residential cooling systems in metro Atlanta and Nashville.
• Coolray Plumbing Services Full-service residential plumbing including repairs, installations, drain cleaning, and water heater services in metro Atlanta and Nashville.
• Coolray Electrical Services Licensed residential electrical services covering repairs, installations, panel upgrades, and generator systems.
• Coolray Water Treatment Services Residential water quality testing, water filtration systems, water softeners, reverse osmosis systems, and specialty water solutions.
• Coolray Insulation Services Residential insulation services including whole-home insulation, attic ventilation, attic stair replacement, extraction and air sealing, radiant barrier installation, and solar ventilation installation.
• Carrier Heating Equipment Installation Sale and installation of Carrier furnaces (Infinity Series up to 98.5% AFUE, Comfort Series up to 96.5% AFUE) and Carrier heat pumps (13.0-20 SEER / 6.80-9.85 HSPF).
• Carrier Air Conditioning Equipment Installation Sale and installation of Carrier air conditioners including Infinity Series (up to 26 SEER, variable-speed, Puron refrigerant) and Performance Series (up to 17 SEER) units.
• Whole-Home Generator Installation Sale and installation of Generac whole-home backup generators, including automatic transfer and monitoring, with sizing and placement consultation, and compliance with National Electrical Codes.
• EV Charger Installation Level 1 and Level 2 EV charging station installation services for Nashville-area homeowners.
• Lifetime Parts and Labor Warranty Warranty program offering $0 repair fees for life on qualifying Carrier Home Comfort Systems installed by Coolray, subject to maintenance agreement conditions.
• CoolCare Maintenance Agreement Subscription maintenance agreement starting at $16.99/month covering two annual maintenance visits, drain clearing, water pressure check, electrical panel inspection, whole-home water analysis, member discounts on repairs and equipment, priority service, 24/7 emergency service, and validation of manufacturer warranties.
• PlumbingCare Maintenance Agreement Plumbing maintenance agreement providing priority service and discounts on plumbing systems repair and service.
• ElectricalCare Maintenance Agreement Electrical maintenance agreement providing priority service, preventive maintenance, and member discounts for home electrical systems.
• Commercial HVAC Services Heating and air conditioning repair, installation, and maintenance services for commercial customers (listed alongside residential offerings on the Coolray site navigation).

Quantifiable outcome

• Seal and insulate ducts can improve heating and cooling efficiency by up to 20%
• +6 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• CarriercoreTechnology or IntegrationCarrier is Coolray's primary equipment supplier for HVAC systems. Coolray exclusively offers Carrier Home Comfort Systems including air conditioners, furnaces, heat pumps, air purifiers, humidifiers, thermostats, and UV germicidal lamps. Carrier products are installed and serviced by Coolray's Trust-Certified technicians. Qualifying Carrier systems are eligible for Coolray's Lifetime Parts and Labor Warranty.
• Mr. Plumber (A Coolray Company)coreTechnology or IntegrationMr. Plumber is a Coolray subsidiary brand specializing in plumbing services in the Atlanta area. Integrated into the Coolray family of brands, offering plumbing repair, installation, water heater service, drain cleaning, and PlumbingCare maintenance agreements.
• BriteBox Electrical Services (A Coolray Company)coreTechnology or IntegrationBriteBox Electrical is a Coolray subsidiary brand providing electrical services in the Atlanta area. Offers ElectricalCare maintenance agreements, EV charger installation, generator installation, and full electrical services. Backed by Coolray's warranties and service standards.
• GeneraccoreTechnology or IntegrationCoolray is a Generac dealer providing whole-home generator installation in Nashville, TN. Generator installation includes electrical panel work, sizing and placement consultation, and compliance with National Electrical Codes. $1,500 off promotions available for Nashville customers.
• BriteBox ElectricalminorChannel Partner/ Reseller/ DistributorBriteBox Electrical is a separate brand under the Coolray Companies umbrella. Electrical offers (savings page) are cross-promoted through Coolray's marketing channels with separate promo codes and branding.
• Mr. Plumber AtlantaminorChannel Partner/ Reseller/ DistributorMr. Plumber Atlanta is a separate brand under the Coolray Companies umbrella. Plumbing offers (savings page) are cross-promoted through Coolray's marketing channels with separate promo codes and branding.
• Georgia PowerminorGTM or Marketing PartnerGeorgia Power, a utility company, is referenced in Coolray's help guides and energy-saving content. Coolray creates content linking to Georgia Power's energy-saving tools and rebate programs (up to $250 for insulation upgrades). This is a co-marketing relationship around energy efficiency.
• Cobb EMC, Snapping Shoals EMC, Sawnee EMCminorGTM or Marketing PartnerLocal electric membership cooperatives in the Atlanta metro area referenced in Coolray's insulation upgrade content. Each offers rebate programs for energy efficiency improvements: Cobb EMC up to $500, Snapping Shoals EMC up to $400, Sawnee EMC up to $200. Co-marketing around energy savingsrebates.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• R.S. Andrews: Atlanta-based residential HVAC, plumbing, and electrical home services company and a sister brand under the Wrench Group. Directly comparable multi-trade services model, same Atlanta metro footprint, and same Carrier premium-equipment positioning.
• One Hour Heating & Air Conditioning: National residential HVAC franchise operating across multiple U.S. markets including the Southeast. Directly comparable residential heating/cooling service model with strong local marketing and financing offers, competing head-to-head with Coolray for Atlanta and Nashville homeowners.
• Benjamin Franklin Plumbing: National residential plumbing franchise with strong presence in Atlanta and Nashville. Directly comparable to Coolray's Mr. Plumber subsidiary on service model, on-time guarantees, and premium positioning for residential plumbing work.
• Mr. Sparky Electric: National residential electrical services franchise operating in Atlanta and other Southeast markets. Directly comparable to Coolray's BriteBox Electrical subsidiary in service model, target customer (residential homeowners), and 24/7 emergency positioning.
• Mr. Rooter Plumbing: National residential and light-commercial plumbing franchise with presence in the Southeast. Comparable to Coolray's plumbing offering on service mix, customer type, and maintenance-agreement model.
• ARS / Rescue Rooter: Large U.S. residential HVAC, plumbing, and electrical services operator with multi-metro presence. Comparable multi-trade residential services platform model with similar recurring-maintenance and replacement revenue mix.

Broad incumbents

• HomeServe USA: National home services and home warranty provider partnering with utilities and municipalities. Comparable residential home-services customer relationship but operates through a warranty/network model rather than direct technician employment.
• Wrench Group: Parent organization of Coolray (and brands including R.S. Andrews, Moncrief, and others). Wrench Group is a residential HVAC, plumbing, and electrical services rollup, and the broader operating context for Coolray's go-to-market, M&A, and shared best practices.

Others

• Carrier (Carrier Global): Coolray's exclusive HVAC equipment supplier. Carrier is a global HVAC manufacturer whose product roadmap, pricing, and warranty policies directly determine Coolray's competitive positioning and gross margin — relevant as a supplier and ecosystem partner rather than competitor.
• Trane Technologies: Global HVAC equipment manufacturer and one of Carrier's primary competitors. Relevant as the alternative-equipment supplier ecosystem that shapes what homeowners expect from premium systems, even though Trane does not directly compete with Coolray as a service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CoolrayServices
• Facebookfacebook.com/CoolrayServices
• LinkedInlinkedin.com/company/coolray-atlanta

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Coolray