First Choice Heating & Cooling

What First Choice Heating & Cooling does

First Choice Heating & Cooling is a privately held HVAC field-services contractor founded in 2001 and headquartered at 14214 Fenton Rd, Fenton, Michigan. The company designs, sells, installs, repairs, and maintains residential and light-commercial heating, cooling, water-heating, indoor-air-quality, and gas-fireplace systems across roughly a dozen Michigan communities, including Fenton, Swartz Creek, Linden, Howell, Holly, Highland, Grand Blanc, Flushing, Davison, Clarkston, Burton, and Brighton. Its core technology stack is third-party HVAC equipment — furnaces (gas and electric), boilers (hot water and steam), heat pumps, central air conditioners, ductless mini-splits, geothermal systems, zone control systems, smart and programmable thermostats, water heaters (tank, tankless, indirect), gas fireplaces, and IAQ add-ons such as filtration, humidification, HRV/ERV ventilation, plus duct testing, sealing, and repair — paired with on-site technician service delivery. There is no proprietary software platform, mobile app, or AI system; the technology moat lies in trade certifications, ACCA/Michigan ACC chamber affiliations, and Daikin Comfort Pro dealer designation rather than in-house IP. The operating model is a labor- and truck-roll-intensive field service business rather than a software or capital-light platform.

The company generates revenue from three streams: (1) one-time HVAC installation projects (heating systems, cooling systems, water heaters, gas fireplaces, geothermal) priced per job with free on-site estimates; (2) pay-as-you-go repair and maintenance services; and (3) an annual Automatic Maintenance Program subscription offering 15% off repairs, priority scheduling, and a 3-year repair guarantee (vs. 1-year for non-members). Free installation estimates and a stated "no high-pressure sales" positioning function as demand-pull GTM levers. Distribution is a regional inside-sales/field-service motion: inbound via phone (810-750-8100), website contact forms, online estimate requests, and a Refer-a-Friend program, with technicians performing on-site delivery across the service area. Financing is provided through partnerships with Service Finance Company (12-month loans, Dealer ID 400209639) and Michigan Saves Financing (state-sponsored green-energy loans, Contractor ID 100064). The target buyer is split between Residential Homeowners (primary) and local Commercial Businesses such as restaurants and event venues (secondary). Marketing relies on the company website, regional chamber memberships, ACCA/Michigan ACC affiliations, customer testimonials, and referrals; there is no app, no disclosed API, and no evidence of digital marketing at scale. Headcount is 11–50 employees, the company is a Michigan LLC, and revenue is not publicly disclosed.

Name

First Choice Heating & Cooling

Legal name

First Choice Heating & Cooling LLC

Website

https://firstchoiceheat.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

First Choice Heating & Cooling is a privately held, Fenton, Michigan–based HVAC field-services contractor installing, repairing, and maintaining residential and light-commercial heating, cooling, water-heating, indoor-air-quality, and gas-fireplace systems across roughly a dozen Michigan communities, with a recurring annual maintenance subscription tier.

Ownership category

akta.pro rank

Product category

HVAC Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220)

akta.pro primary industry

Residential HVAC System Installation (Furnace/AC/Heat Pump) (HSAOAGAA)

akta.pro secondary industries

HVAC Equipment (Heating, Cooling & Air Handling) (IMAHAKAB), Heat Pump Repair & Maintenance (HSAOAHAD)

Keywords

• Residential HVAC services
• Heating system installation
• Air conditioning services
• Indoor air quality
• HVAC maintenance

Headquarters

HQ city

Fenton

HQ country

United States

HQ region

North America

Offices1 record

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 Installation Services: One-time installation of heating systems (furnaces, boilers, heat pumps), cooling systems (central AC, ductless), water heaters, gas fireplaces, and geothermal systems. Revenue generated per job with free estimates offered to attract customers.
2. HVAC Repair and Maintenance Services: Ongoing repair services for all HVAC equipment plus scheduled maintenance/tune-up services. The company offers an 'automatic maintenance program' with 15% discount on repairs for enrolled members.
3. Maintenance Program Membership: Annual maintenance program that provides 15% off repairs, priority scheduling, and seasonal tune-up calls. Members receive 3-year guarantees on repairs vs 1-year for non-members.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

First Choice Heating & Cooling is an HVAC service contractor that installs, repairs, and maintains heating, cooling, water heating, gas fireplace, and indoor air quality systems for residential and commercial customers across multiple Michigan communities. Primary equipment categories include furnaces, boilers, heat pumps, central air conditioners, ductless mini-splits, and geothermal systems, supplemented by maintenance programs and financing-backed installation projects.

Product overview

First Choice Heating & Cooling is a residential and commercial HVAC service contractor offering a comprehensive portfolio of heating, cooling, and indoor air quality products and services. The core offering includes furnaces (gas and electric), boilers (hot water and steam), heat pumps, central air conditioners, ductless mini-split systems, and geothermal heating and cooling systems. The company provides add-on modules including zone control systems, smart thermostats, air filtration/purification systems, humidifiers/dehumidifiers, and heat/energy recovery ventilators. Water heating solutions include tank, tankless, and indirect water heaters. Additional services include gas fireplace installation/repair, duct testing/sealing/repair, and a commercial HVAC division serving businesses. The company also offers an Automatic Maintenance Program as an add-on service providing annual tune-ups and priority status. The product architecture is service-based rather than a software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Furnaces Gas and electric furnace installation, repair, and maintenance services for residential heating, providing warmth during Michigan winters.
• Boilers Hot water and steam boiler installation, upgrades, and radiant heat solutions for residential heating, including historic properties.
• Heat Pumps Heat pump systems providing both heating and cooling capabilities for energy-efficient residential home comfort.
• Ductless Systems Ductless mini-split systems for homes without existing ductwork or for providing zoned heating and cooling in specific rooms.
• Geothermal Heating and Cooling Geothermal heat pump systems utilizing the earth's stable underground temperature for highly efficient year-round residential heating and cooling.
• Central Air Conditioners Central air conditioning systems for whole-home cooling during Michigan summers, with installation, repair, and maintenance services.
• Tank Water Heaters Conventional storage tank water heaters providing reliable hot water supply for residential needs.
• Tankless Water Heaters Energy-efficient tankless water heaters providing hot water on demand without a storage tank.
• Indirect Water Heater Indirect water heaters working in combination with a home's boiler for efficient residential hot water production.
• Gas Fireplaces Gas fireplace installation, repair, and maintenance services providing supplemental heat and ambiance for residential customers.
• Air Filtration Systems and Air Purifiers Whole-home air purification and filtration systems to reduce allergens, VOCs, and airborne particles for healthier indoor air.
• Humidifiers and Dehumidifiers Whole-home humidification and dehumidification systems controlling moisture levels to improve residential comfort.
• Heat and Energy Recovery Ventilators HRV and ERV systems that circulate fresh air while recovering heat energy, improving ventilation without sacrificing energy efficiency.
• Commercial HVAC Services Commercial heating, air conditioning, indoor air quality, and geothermal services for businesses, including commercial AC, commercial geothermal, commercial heating, and commercial indoor air quality.
• Automatic Maintenance Program Annual subscription maintenance program providing 15% off repairs, priority scheduling, and seasonal tune-up calls for residential HVAC customers. Members receive 3-year guarantees on repairs versus 1-year for non-members.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Air Conditioning Contractors of America (ACCA)minorGTM or Marketing PartnerNational trade association for HVAC contractors. Membership provides industry resources, standards, and credibility through adherence to ACCA quality standards.
• Michigan Air Conditioning Contractors AssociationminorGTM or Marketing PartnerState-level trade association for HVAC contractors in Michigan. Membership supports local industry connections and professional development.
• Fenton Regional Chamber of CommerceminorGTM or Marketing PartnerLocal business chamber in Fenton, Michigan. Membership supports community engagement and local business networking for First Choice Heating & Cooling.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Peterman Brothers: Family-owned HVAC, plumbing, and electrical services contractor headquartered in Indianapolis, Indiana. Comparable as an independent regional residential/commercial HVAC contractor of similar scale with a similar service-and-install business model and a strong local brand.
• Coolray Heating & Cooling: Residential HVAC, plumbing, and electrical services company serving the Atlanta metro area. Directly comparable as a mid-sized regional HVAC contractor offering installation, repair, and maintenance across furnaces, heat pumps, AC, and indoor air quality.
• Cates Heating & Cooling: Residential HVAC contractor serving the Kansas City metro area. Closely comparable as an independent regional HVAC company focused on installation, repair, and maintenance of heating and cooling systems for homeowners.
• Cooltoday: Residential HVAC, plumbing, and electrical services company serving the Southeast U.S. (Georgia, Florida, Tennessee). Comparable as a regional residential HVAC contractor with similar install/repair/maintenance offerings and a multi-location service model.

Broad incumbents

• Service Experts Heating & Air Conditioning: National residential HVAC services company (Carrier dealer network) operating company-owned branches across the U.S. Comparable in service offering (install, repair, maintenance) but at much larger scale and with national brand recognition that local independents compete against.
• ARS / Rescue Rooter: National residential HVAC, plumbing, and electrical services company (American Residential Services). Directly overlapping service offering, but operates at significantly larger scale with multiple regional brands and a private-equity-backed growth model.
• Carrier Global: Global HVAC equipment manufacturer and service provider. Broad incumbent in the same industry — First Choice installs Carrier-compatible equipment and competes indirectly with Carrier's dealer service network for residential HVAC service revenue.
• Lennox International: Global HVAC equipment manufacturer with a large dealer network performing residential and commercial installation and service. Industry incumbent whose dealer partners directly compete with independent contractors like First Choice for installation and service work.

Emerging players

• One Hour Heating & Air Conditioning: National franchise network (Neighborly Inc.) for residential HVAC services. Comparable business model — locally operated contractors performing installation, repair, and maintenance — but centrally branded and marketed, representing both a competitor and a potential roll-up vehicle for independents.
• Aire Serv: National HVAC franchise network (Neighborly Inc.) offering residential and light commercial heating and cooling services through local franchisees. Comparable in delivery model to First Choice, with franchise marketing and operational support competing against independents in local markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FirstChoiceHeatnCool

Revenue estimate

Valuation estimate

Number of profiles

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 First Choice Heating & Cooling