Wm. Masters

What Wm. Masters does

Wm. Masters, Inc. is a privately held, family-owned home services company headquartered at 401 Olympia Drive, Bloomington, Illinois, founded in 1976 by William (Bill) Masters originally as an electrical contractor in Forrest, IL, and relocated to Bloomington in 1984. The company serves residential and commercial customers across Central Illinois with three integrated trade divisions: Heating & Air Conditioning (installation, repair, maintenance, duct cleaning, indoor air quality, geothermal), Plumbing (water heaters, sump pumps, backflow prevention, general repairs), and Electrical (wiring, standby generators, panel upgrades, surge protection). It operates as an authorized dealer and installer for leading equipment brands including Trane (HVAC and CleanEffects air cleaners), Generac (standby generators), State Water Heaters, Zoeller Pumps, and Nexia (home automation), and offers customer financing through Wells Fargo.

The company employs approximately 80 people and provides 24/7 emergency dispatch from its Bloomington headquarters, with additional brand presence on Facebook, Twitter, YouTube, a blog, Google, Yelp, and a Better Business Bureau A+ rating. Revenue is generated through one-time service and repair fees, preventive maintenance contracts (tune-ups positioned to reduce operating costs by up to 20%), equipment installation, and product sales of furnaces, air conditioners, water heaters, generators, sump pumps, and air quality accessories. Ownership has transitioned to the second generation: co-owners Ron Masters and Aaron Masters (Bill's sons) and CFO & Co-Owner Ben Knochel. The business is bootstrapped with no disclosed external funding, and its competitive positioning rests on multi-trade one-call convenience, 48 years of regional brand trust, and 24/7 emergency responsiveness.

Name

Wm. Masters

Legal name

Wm. Masters, Inc.

Website

https://wmmastersinc.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Wm. Masters is a family-owned, multi-trade home services company founded in 1976 that provides residential and commercial HVAC, plumbing, and electrical installation, repair, and maintenance to customers across Central Illinois from its Bloomington headquarters.

Ownership category

akta.pro rank

Product category

Residential and Commercial HVAC, Plumbing, and Electrical Services

NAICS

Plumbing, Heating, and Air-Conditioning Contractors (238220), Electrical Contractors and Other Wiring Installation Contractors (238210)

SIC

Construction - Special Trade Contractors (1700), Electrical Work (1731)

akta.pro primary industry

HVAC & Refrigeration Contracting (IMAFALAB)

Keywords

• Residential HVAC services
• Commercial electrical services
• Plumbing repair and installation
• Standby generator installation
• Emergency home services

Headquarters

HQ city

Bloomington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Service, Repair & Maintenance: One-time service fees for HVAC, plumbing, and electrical repairs, maintenance, and tune-ups. 24/7 emergency service available. Response time focused on industry-leading speed.
2. Installation Services: Installation of new HVAC systems, water heaters, standby generators, electrical panels, and plumbing systems. Includes both residential and commercial installations.
3. Product Sales: Sales of equipment including furnaces, air conditioners, water heaters (tank and tankless), standby generators, sump pumps, air filters, and humidification systems.
4. Financing Services: Partnership with Wells Fargo to provide financing options for customers to spread payments for major installations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Wm. Masters is a multi-trade residential and light-commercial home services contractor offering heating and air conditioning, plumbing, and electrical services across Central Illinois. The company provides 24/7 emergency repair, preventive maintenance, full system installation, duct cleaning, standby generator installation, panel upgrades, and water heater replacement, supported by OEM partnerships with Trane, Generac, State Water Heaters, and Zoeller Pumps.

Product overview

Wm. Masters is a family-owned, full-service home services company providing residential and commercial electrical, plumbing, and heating & air conditioning (HVAC) services since 1976. The company operates as a single unified service offering rather than a platform-plus-modules architecture, organized into three core divisions: Electrical (wiring, standby generators, panel upgrades, surge protection), Plumbing (water heaters, sump pumps, backflow prevention, general repairs), and Heating & Air Conditioning (installation, repair, maintenance, duct cleaning, indoor air quality, geothermal). As a Trane dealer and Generac installer, the company integrates third-party equipment brands including State Water Heaters, Zoeller Pumps, and Trane CleanEffects air cleaners. The company employs approximately 80 technicians and offers 24/7 emergency service, financing through Wells Fargo, and serves Central Illinois from its Bloomington location.

Differentiator

Problem solved

Functional benefit

Products and services

• Heating & Air Conditioning

Quantifiable outcome

• Tune-ups can reduce operation costs by as much as 20%
• +1 more outcomes

Named customers4 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

Integration8 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GeneraccoreTechnology or IntegrationWm. Masters is a Generac dealer providing automatic standby generators for residential and commercial backup power. Generac has been producing backup generators since 1959 and is the world's largest provider of residential standby generators. The partnership provides hands-free, automatic backup power systems powered by natural gas or propane.
• TranecoreTechnology or IntegrationWm. Masters is a Trane dealer offering the most reliable heating and air conditioning products. They provide Trane Hybrid systems that can be monitored and maintained from smartphones, allowing customers to heat and cool based on current utility prices.
• Wells FargominorGTM or Marketing PartnerWm. Masters offers Wells Fargo financing options for customers to spread payments for major equipment installations including HVAC systems and generators.
• NECA, SMACNA, BICSIminorStrategic or Co-development PartnerWm. Masters is a fully insured and bonded member of NECA (National Electrical Contractors Association), SMACNA (Sheet Metal and Air Conditioning Contractors' National Association), and BICSI, demonstrating professional credentials in the electrical and HVAC industries.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Roto-Rooter: National plumbing and drain services company (Chemed Corporation subsidiary) offering residential and commercial plumbing, water restoration, and drain cleaning. Comparable in plumbing service scope, emergency dispatch model, and multi-channel customer acquisition.
• CoolToday: Regional multi-trade home services company providing HVAC, plumbing, and electrical services across the Southeast US. Comparable to Wm. Masters in its integrated three-trade service model and residential/commercial mix, though at a larger geographic scale.
• One Hour Heating & Air Conditioning: National HVAC service franchise under Authority Brands, providing residential heating and cooling installation, repair, and maintenance. Comparable in core residential HVAC service delivery model and emergency response orientation.
• Benjamin Franklin Plumbing: National residential plumbing franchise under Authority Brands offering plumbing repair, replacement, and maintenance. Directly comparable to Wm. Masters' plumbing division in service scope, customer type, and on-time/quality guarantees.
• American Residential Services (ARS) / Rescue Rooter: National residential HVAC, plumbing, and electrical services company with multi-trade offering. Closest comparability in scale of operations, three-trade integration, and commercial/residential mix.
• Mr. Sparky Electric: National residential electrical services franchise under Authority Brands offering wiring, panel upgrades, and generator installation. Comparable to Wm. Masters' electrical division, including standby generator installation, in service scope and customer type.

Broad incumbents

• Frontdoor: Public home warranty and on-demand home services company providing repair plans and contractor dispatch. Influences customer flow into local contractors and represents an alternative sales channel relevant to Wm. Masters' service mix.
• HomeServe USA: Public home services and warranty company providing emergency repair coverage and a contractor network across HVAC, plumbing, and electrical. Adjacent rather than directly competitive, but shapes customer acquisition dynamics for regional contractors like Wm. Masters.
• ServiceMaster Restore: National facility services and restoration franchise network offering residential and commercial HVAC, plumbing, and electrical services. Comparable multi-trade service delivery model but with a national footprint and franchise structure rather than independent ownership.

Others

• Trane Technologies: Global manufacturer of HVAC systems and a key Wm. Masters equipment partner. Not a direct competitor, but its dealer network, pricing policies, and technology roadmap materially shape the economics of Wm. Masters' HVAC installation and service business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WmMastersInc
• YouTubeyoutube.com/user/amastershvac
• Facebookfacebook.com/wmmastersrepair
• LinkedInlinkedin.com/company/wm-masters-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Wm. Masters