What Cross Heating & Air Conditioning Ltd. does

Cross Heating & Air Conditioning Ltd. is a privately held, family-owned residential HVAC services company founded by Brad Cross in Listowel, Ontario in 1987, operating today across Waterloo, Listowel, Hanover, and surrounding Ontario communities including Elmira, Guelph, Huron County, Kitchener, and Wellington County. The company provides installation, repair, and maintenance services for furnaces, air conditioners, heat pumps (including ductless and cold-climate systems down to -30°C), boilers, water heaters (tank and Navien tankless), water treatment (softeners, filtration, purification), and indoor air quality equipment (HRV/ERV, humidifiers/dehumidifiers, air filtration, UV purifiers). It carries Premier Lennox Dealer, Navien Service Specialist, Novo Certified Pro Advantage Dealer, and Mitsubishi heat pump installer designations, with all technicians HRAI certified and trained via the Nexstar Network.

The business operates on a hybrid revenue model: project-based installation revenue (one-time, averaging 400 installs per year on a quote-based pricing model), recurring service revenue (approximately 2,000 service calls per year on a per-visit basis), and a growing recurring subscription layer through the Cross Advantage Program ($18.95/month) which provides semi-annual inspections, repair warranties, discounts, and priority scheduling. Equipment is sourced through manufacturer partnerships (Lennox, Mitsubishi, Navien, Novo, Honeywell, Ecobee), and customer financing is delivered via a Financeit partnership offering $0 down and up to 5-year deferred payment options. Customer acquisition is primarily local and inbound — phone, online booking, instant quote portal, Pure Chat live chat, blog/content/SEO, and organic social channels — anchored by 500+ verified 5-star reviews and HomeStars Best of Awards in 2021, 2022, and 2024 (Best of the Best). Headcount is approximately 12 across offices in Waterloo, Listowel, and Hanover, with Brad Cross remaining as owner; no external investors, subsidiaries, or M&A activity are disclosed.

Name

Cross Heating & Air Conditioning Ltd.

Legal name

Cross Heating & Air Conditioning Ltd.

Website

https://crossheating.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Cross Heating & Air Conditioning Ltd. is a family-owned residential HVAC services company founded in 1987 in Listowel, Ontario, installing, repairing, and maintaining furnaces, air conditioners, heat pumps, boilers, water heaters, water treatment, and indoor air quality systems for homeowners across Waterloo, Listowel, Hanover, and surrounding Ontario communities.

Ownership category

akta.pro rank

Product category

HVAC Services

NAICS

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

SIC

Steam & Air-Conditioning Supply (4961)

akta.pro primary industry

HVAC Service, Maintenance & Repair (BPABACAA)

akta.pro secondary industry

Commercial HVAC/R Installation (Rooftop Units, Split Systems) (HSAOAGAH)

Keywords

• Residential HVAC services
• Heating and cooling
• Water treatment systems
• Indoor air quality
• Heat pump installation

Headquarters

HQ city

Waterloo

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Installation Services: Installation of HVAC systems including furnaces, air conditioners, heat pumps, boilers, water heaters, thermostats, and indoor air quality equipment. One-time revenue per installation project.
2. Repair & Maintenance Services: Scheduled and emergency repair services for furnaces, AC units, heat pumps, boilers, water heaters, and related systems. Revenue generated per service call.
3. Cross Advantage Program (Membership Subscription): Monthly subscription program at $18.95/month providing semi-annual inspections, repair warranties, discounts on parts and labor, and priority scheduling. Recurring monthly revenue from enrolled members.
4. Equipment & Hardware Sales: Sale of HVAC equipment, water heaters, water treatment systems, and indoor air quality products as part of installation services.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Cross Heating & Air Conditioning Ltd. is a residential HVAC service provider that installs, repairs, and maintains heating, cooling, water treatment, and indoor air quality systems for homeowners across Waterloo, Listowel, Hanover, and surrounding Ontario communities. The company sells and services equipment from leading manufacturers including Lennox, Mitsubishi, Navien, Novo, Honeywell, and Ecobee, and operates the Cross Advantage Program subscription membership and HVAC financing through Financeit.

Product overview

Cross Heating & Air Conditioning Ltd. is a residential HVAC service company providing heating, cooling, water treatment, and indoor air quality solutions across Waterloo, Listowel, and Hanover, Ontario since 1987. The company's service portfolio centers on core installation, repair, and maintenance offerings for cooling systems (AC repairs, inspection/maintenance, installation, ductless AC, heat pumps), heating systems (furnace repair, inspection/maintenance, installation, boilers, water heaters, thermostats), water treatment (softeners, filtration, purification), and indoor air quality (HRV/ERV, humidifiers/dehumidifiers, air filtration, UV purifiers). The company operates as a full-service provider with additional programs including the Cross Advantage Program (membership), No Regret Repair Policy (repair-to-purchase guarantee), and HVAC financing through Financeit. Cross installs and services products from manufacturer partners including Mitsubishi, Lennox, Navien, Honeywell, Novo, Vanee, and Ecobee.

Differentiator

Problem solved

Functional benefit

Products and services

• AC Repairs Air conditioning repair services including troubleshooting, diagnosis, and fixing of AC units that are not regulating temperature properly, making strange noises or smells, or leaking. Targeted at residential homeowners in Ontario.
• AC Inspection and Maintenance Professional air conditioning maintenance and tune-up services including multi-point inspection of interior and exterior components, refrigerant level checks, and troubleshooting for optimal functionality. For residential customers.
• AC Installation New air conditioning unit installation with lifetime workmanship warranty and 100% satisfaction guarantee for residential homeowners.
• Ductless AC Ductless mini-split air conditioning systems providing efficient cooling with minimal energy loss, no indoor wiring required, and zone-based temperature control for residential homes.
• Heat Pumps Heat pump installation and repair services including ductless cold climate heat pumps (operating down to -30°C), fully electric ducted systems, dual fuel/hybrid systems, and multi-zone mini splits from brands including Mitsubishi, Lennox, Amana, Keeprite, and Mitsubishi Zuba.
• Furnace Repair Natural gas or propane furnace repair services with scheduled and emergency repair options, backed by 90-day warranty and 100% satisfaction guarantee for residential customers.
• Furnace Inspection and Maintenance Comprehensive furnace inspection and maintenance services including reliability checks, efficiency analysis, and safety inspections to ensure optimal winter heating performance.
• Furnace Installation New furnace installation services with comfort advisors helping customers select the right furnace for their home that is efficient and within budget.
• Boilers Boiler installation and repair services including Navien Service Specialist certification, in-floor heating systems, and high-efficiency boiler options for optimal home heating.
• Water Heaters Installation Water heater installation including tank and tankless/on-demand systems from brands including Navien, John Wood, Rheem, and AO Smith, with flexible financing options and 10-year parts and labour guarantee.
• Water Heater Repair Tank-style and tankless water heater repair services for temperature issues, discolouration, strange sounds, or leaks. For residential customers.
• Thermostats Thermostat installation services featuring smart thermostat options including Honeywell, Ecobee (Wi-Fi), and Lennox iComfort S30 with smart home integrations (Amazon Alexa, Apple HomeKit, Google Assistant, IFTTT).
• Water Softeners Water softener systems by Novo Water Conditioning Products to combat hard water, protecting appliances and plumbing while providing softer skin and cleaner laundry.
• Water Filtration Water filtration systems by Novo to reduce sediment, pollutants, and bacteria while improving water taste and extending appliance life.
• Water Purification Water purification systems including reverse osmosis, ultraviolet sterilization, and point-of-use filters to remove additives, chemicals, and residue for healthy, clean water.
• HRV/ERV Heat recovery ventilators (HRV) and energy recovery ventilators (ERV) by Vanee to maintain healthy indoor air by transferring out stale air and filtering in fresh outdoor air.
• Humidifiers and Dehumidifiers Humidifiers and dehumidifiers by Desert Spring, Honeywell, and Lennox to regulate indoor moisture levels, reduce airborne viruses, and combat static and organic growth.
• Air Filtration Air filtration equipment to reduce allergens and pollutants from entering the home, with options to upgrade furnace filter systems for cleaner indoor air.
• UV Purifiers UV air purification systems using ultraviolet light to destroy airborne contaminants, mould, bacteria, and viruses during the HVAC air circulation process.
• Full System Install Complete HVAC system installation including removal of old equipment, expert installation, and thorough system testing for maximum efficiency and long-term performance.
• Cross Advantage Program

Quantifiable outcome

• 400 installations per year on average
• +4 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Lennox (Premier Lennox Dealer)coreChannel Partner/ Reseller/ DistributorCross Heating & Air Conditioning is a Premier Lennox Dealer, authorized to sell, install, and service Lennox HVAC products including air conditioners, furnaces, and thermostats. Technicians receive direct manufacturer training from Lennox.
• Nexstar NetworkcoreStrategic or Co-development PartnerAs a Nexstar Network Member, Cross Heating & Air Conditioning receives access to unparalleled training and expertise in the HVAC industry, including in-house training facilities and destination training trips for employees.
• NaviencoreTechnology or IntegrationCross Heating & Air Conditioning is a Navien Service Specialist, certified by Navien to install and repair Navien boilers and tankless water heaters. The company stocks Navien products and offers them at competitive prices with factory-backed service.
• Navien (Tankless Water Heaters)coreChannel Partner/ Reseller/ DistributorCross Heating & Air Conditioning is a Navien Service Specialist and partner for tankless water heater installations, offering Navien's high-efficiency tankless systems.
• Novo Water Conditioning ProductsmajorChannel Partner/ Reseller/ DistributorCross is a Novo Certified Pro Advantage Dealer, installing Novo water softeners, water filtration, and water purification systems. Novo is a Canadian manufacturer known for efficiency, quality, and innovation in water conditioning products.
• Mitsubishi ElectricmajorChannel Partner/ Reseller/ DistributorCross Heating & Air Conditioning installs Mitsubishi ductless and fully electric ducted heat pumps (Zuba), along with cold climate heat pumps designed to operate efficiently in Ontario winters.
• HRAI (Heating, Refrigeration and Air Conditioning Institute of Canada)coreOthersAll Cross Heating & Air Conditioning technicians are HRAI certified. The company is a member of HRAI and participates in Ontario College Program Advisory Committees to support the HVAC industry and local students.
• Local BIAs and Chambers of CommerceminorOthersCross Heating & Air Conditioning is a member of local Business Improvement Areas (BIAs) and local Chambers of Commerce to support local businesses and community.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Carrier Home Comfort (United Technologies / Carrier): Carrier's residential HVAC division sells furnaces, air conditioners, and heat pumps through a national dealer network that competes with Cross's Lennox- and Mitsubishi-led portfolio — comparable at the equipment and dealer-channel level.
• Enercare: Major Canadian provider of HVAC, water heating, and home services including subscription-based protection plans — directly comparable to Cross's Cross Advantage Program, but operating at national scale with broader product breadth.
• Direct Energy (Home Services): Large North American home services company offering HVAC installation, repair, and maintenance contracts to residential customers. Overlaps with Cross on furnace, AC, water heater, and indoor air quality services, with much greater geographic reach and subscription infrastructure.
• Reliance Home Comfort: One of Canada's largest residential HVAC, water heater, and home services providers offering installation, service, and membership programs across Ontario and nationally. Direct competitor on Cross's heating, cooling, water heating, and subscription offerings, but at national scale.
• Limbach Holdings: U.S.-based mechanical services firm specializing in HVAC, plumbing, and building controls across commercial and institutional markets — relevant peer for operational benchmarks in the broader HVAC services category, though Cross is residential-only.

Emerging players

• Furnace Prices.ca / HVAC price-comparison platforms: Online lead-generation and instant-quote platforms aggregating HVAC installers in Ontario — overlap with Cross's online booking/instant-quote motion and serve as competitive lead sources for similar residential HVAC customers.

Others

• Nexstar Network members (e.g., local Nexstar HVAC dealers): Cross is itself a Nexstar Network member; other Nexstar-affiliated HVAC contractors in Ontario and across North America use similar training, customer-experience frameworks, and best-practice playbooks, making them direct operational peers.
• HomeStars: Canadian home services marketplace and review platform whose awards (Best of, Best of the Best) Cross has won multiple times. Comparable as the trust/lead-generation infrastructure that supports Cross's customer acquisition alongside comparable peers.

Regional players

• Hogg Mechanical: Southwestern Ontario HVAC, plumbing, and mechanical contractor serving residential and commercial customers. Direct regional competitor with overlapping services (heating, cooling, water treatment) and similar Ontario geographic exposure.

Direct peers

• ClimateCare: Canadian cooperative network of independent HVAC dealers offering heating, cooling, and indoor air quality services with shared branding and standards — directly comparable to Cross's residential HVAC focus with multi-location independent dealer structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CrossHeating
• LinkedInlinkedin.com/company/cross-heating-&-air-conditioning-ltd-
• Instagraminstagram.com/crossheating_

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Cross Heating & Air Conditioning Ltd.