Name

Service Legends

Legal name

Service Legends, Inc.

Website

https://servicelegends.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Residential Home Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (23822), Appliance Repair and Maintenance (811412)

SIC

Services-Miscellaneous Repair Services (7600)

akta.pro primary industry

Furnace Repair & Maintenance (HSAOAHAE)

akta.pro secondary industry

Commercial HVAC Maintenance Agreements & PM Programs (HSAOAHAJ)

Keywords

• Residential HVAC services
• Home plumbing services
• Indoor air quality solutions
• Home insulation services
• Furnace and AC repair

Headquarters

HQ city

Des Moines

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, Technology or R&D, Infrastructure

Revenue model

1. HVAC Repair, Installation & Replacement Services: One-time professional services and equipment sales for furnaces, air conditioners, heat pumps, and geothermal systems. Includes diagnostic, repair, and full installation jobs with 10-year parts and labor warranty options and Lifetime Unit Replacement Guarantee on premium systems.
2. Plumbing Services: Residential plumbing repair, evaluation, sump pump, water heater, water filtration, water softener, and whole-home repiping services (typical repipe $4,500–$12,000). Includes product sales for water treatment equipment.
3. Electrical Services: Residential electrical service, repair, and installations performed by licensed Master/Journeyman electricians.
4. Unlimited Club Membership: Recurring membership at $22 per month covering unlimited preventative maintenance visits across Heating, Cooling, Plumbing, IAQ, and Insulation; complimentary diagnostics, 8-hour priority response, 20% repair discount with 3-year parts warranty, and 10% discount on new products.
5. Online Store (Filters & Accessories): Direct e-commerce sales of consumables such as air filters and dryer vent cleaning products via shopservicelegends.com.
6. Financing-Backed Equipment Sales: Equipment sales facilitated via third-party lenders offering flexible payment plans and promotional financing. Includes a complimentary $149 Super Tune-Up for applicants who don't qualify for HVAC financing.
7. Indoor Air Quality & Insulation Services: One-time and add-on revenue from duct cleaning (Source Removal), whole-home air purification installation ($119 IAQ analysis), humidifier installation, and spray-foam/insulation services including air leakage testing and home energy audits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Service Legends delivers in-home residential services across five affinities: Heating (furnaces, boilers, thermostats), Cooling (air conditioners, heat pumps), Plumbing (repair, water heaters, water treatment, sump pumps, repiping), Geothermal, Indoor Air Quality (air filtration, purification, duct cleaning, humidification), and Insulation & Home Performance. Revenue is generated primarily through one-time professional service fees for diagnostics, repair, and installation, supplemented by a $22/month Unlimited Club maintenance membership and a small online storefront for consumables.

Product overview

Service Legends is a residential home services contractor (not a software platform) headquartered in Des Moines, Iowa, offering a unified suite of in-home services organized around five affinity areas: Heating (furnaces, boilers, thermostats), Cooling (air conditioners, heat pumps), Plumbing (repair, water heaters, water treatment, sump pumps, repiping), Geothermal, and Indoor Air Quality (air filtration, air purification, duct cleaning, humidification). On top of these core service categories, the company offers Insulation & Home Performance services, Residential Electrical service, an online Store for filters and dryer-vent cleanings, and the Unlimited Club — a $22/month membership providing unlimited preventive-maintenance visits, priority response, and discounts across all affinities. Supporting the workforce is a Federal- and State-approved 4-year HVAC Apprenticeship Program and a leadership/branding layer anchored by named guarantees such as the Lifetime Unit Replacement Guarantee, Fixed Right or It's Free, and 25% Energy Savings. Product-level warranties include 10-year parts and labor options and technician coverage backed by $5,000,000 in insurance under the Technician Seal of Safety.

Differentiator

Problem solved

Functional benefit

Brands

• Unlimited Club: A paid loyalty membership program (Unlimited Club Membership) offering unlimited preventative maintenance visits, complimentary diagnostics, priority service, and member discounts on repairs and new products, priced at $22 per month.

Products and services

• Furnace Services (Installation, Replacement, Repair, Maintenance)

Quantifiable outcome

• $80M saved for customers
• +7 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature10 records

Partnerships

Two partnerships are on record, tiered core.

• Life 107.1coreGTM or Marketing PartnerRadio partnership for the annual Warm Your Heart furnace giveaway. Life 107.1 conducts the on-air promotion; Service Legends funds and installs a 96% single-stage furnace (10-year parts, 1-year labor warranty) for selected nominees within 60 miles of Des Moines. Nominations may be recorded for broadcast, and prizes (minimum $2,500 value) are awarded within 45 days.
• iSolved HirecoreTechnology or IntegrationApplicant tracking and job board platform powering Service Legends' careers and apprenticeship pages. Listings on servicelegends.isolvedhire.com host all open roles (Sales Professional, Electrician, HVAC Apprentice, Plumber) and integrate directly with the company website.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• HomeServe USA: Publicly listed home services and home warranty provider offering residential repair plans across HVAC, plumbing, electrical, and appliances. Comparable to Service Legends' Unlimited Club membership as a recurring residential maintenance/warranty product, though HomeServe operates as a national warranty/membership platform rather than a direct contractor.
• Neighborly (formerly Dwyer Group): Franchise platform owning multiple residential home service brands (Mr. Rooter, Mr. Electric, Rainbow Restoration, etc.). Comparable because Service Legends competes with Neighborly franchisees in the same residential trades; Neighborly is the broader incumbent aggregator of multi-trade residential service brands.
• Lennox International: Global HVAC manufacturer with a national network of Dave Lennox Premier Dealer residential service contractors. Comparable as both an equipment supplier (Lennox is one of Service Legends' major brands serviced) and as a competing dealer-network incumbent in the residential HVAC market.
• Trane Technologies: Global HVAC manufacturer with a residential dealer and technician network. Comparable to Service Legends because Trane Comfort Specialists and other dealers compete directly for residential furnace, AC, and heat pump installation and service work, and Trane equipment is one of Service Legends' installed brands.
• Carrier Corporation: Major HVAC manufacturer with a national dealer network of residential service contractors. Carrier dealers directly compete with Service Legends for furnace and AC installations in Central Iowa, though Carrier is a brand-and-equipment incumbent rather than a direct-service peer.

Direct peers

• Benjamin Franklin Plumbing: Neighborly-owned residential plumbing franchise offering repair, replacement, and maintenance across U.S. metros. Direct comparable to Service Legends' plumbing service line, with a similar on-time guarantee and in-home service delivery model for residential customers.
• Roto-Rooter: National residential and commercial plumbing, drain cleaning, and water damage services company with a large direct-service technician workforce. Directly comparable to Service Legends' residential plumbing, sump pump, water heater, and water treatment service lines, and competes in many of the same U.S. metros including the Midwest.
• One Hour Heating & Air Conditioning: Residential HVAC franchise owned by Authority Brands with service, repair, and replacement of heating and cooling systems for U.S. homeowners. Direct comparable to Service Legends' HVAC installation, repair, and maintenance business and competes on response time, warranties, and trust guarantees.
• ARS/Rescue Rooter: PE-backed (American Residential Properties) residential HVAC, plumbing, and electrical services company operating across multiple U.S. markets. Comparable multi-trade residential service model and similar in-home Comfort Advisor sales motion to Service Legends.
• Mr. Rooter Plumbing: Neighborly-owned residential plumbing franchise serving U.S. homeowners with repair, drain cleaning, water heater, and water treatment services. Direct comparable to Service Legends' residential plumbing offering and uses a similar in-home sales/service model for homeowners.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/servicelegends

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Service Legends