Heartwood Construction
Heartwood Construction, LLC is a Madison, Wisconsin-based residential remodeling firm founded in 2002 that delivers home remodeling, historic restoration, kitchen and bathroom renovations, and home additions directly to homeowners in the local metro area.
- Company typePrivate
- Founded2002
- HeadquartersMurrieta, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Heartwood Construction does
Heartwood Construction, LLC is a privately held residential remodeling firm founded in 2002 by Robert Nelson and headquartered at 664 Crandall St in Madison, Wisconsin. The company delivers five core services: home remodeling, historic restoration, kitchen remodeling, bathroom remodeling, and home additions, with a stated specialization in preserving the architectural integrity of older homes and incorporating energy efficiency upgrades into restoration work.
The firm operates on a direct-to-consumer service model, where homeowners in the Madison, WI metro area engage Heartwood on a project basis; pricing is quote-based and not publicly disclosed. The team consists of three named individuals: owner Robert Nelson, who leads project work and customer relationships; Office Manager Cheris Nelson; and crew member Cody Olson. Underlying "technology" is residential carpentry craftsmanship rather than any software platform or digital tooling, and there are no patents, certifications, or third-party endorsements documented.
Revenue mechanics are entirely project-driven with no recurring contracts, and the firm currently maintains a backlog of scheduled work such that the owner has paused intake of new projects. The go-to-market relies on a basic WordPress website, direct phone/email contact, and word-of-mouth referrals. There is no evidence of funded expansion, M&A activity, geographic broadening, or new product lines since the company's founding.
Heartwood Construction firmographics
Firmographics- Name
- Heartwood Construction
- Legal name
- Heartwood Construction, LLC
- Website
- https://heartwoodconstructionllc.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Heartwood Construction, LLC is a Madison, Wisconsin-based residential remodeling firm founded in 2002 that delivers home remodeling, historic restoration, kitchen and bathroom renovations, and home additions directly to homeowners in the local metro area.
- Ownership category
- akta.pro rank
Heartwood Construction industry classification
Industry- Product category
- Residential Remodeling & Historic Restoration
- NAICS
- Residential Remodelers (236118)
- SIC
- General Bldg Contractors - Residential Bldgs (1520)
- akta.pro primary industry
- Structural Wood Repair & Framing (Studs, Joists, Subfloor Patching) (HSAGABAF)
Keywords
Where Heartwood Construction is headquartered
LocationHeadquarters
- HQ city
- Murrieta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Heartwood Construction business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Residential Remodeling Services: Project-based revenue from home remodeling services including kitchens, bathrooms, additions, and historic restoration. Revenue is generated through individual construction projects rather than recurring contracts.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Heartwood Construction product offering
Product offeringCore offering
Heartwood Construction is a Madison, Wisconsin-based residential remodeling contractor founded in 2002 that delivers home remodeling, kitchen and bathroom renovations, home additions, and specialized historic restoration services for older homes. The company focuses on energy efficiency upgrades and preserving the architectural integrity of historic properties through hands-on carpentry craftsmanship led by owner Robert Nelson.
Product overview
Heartwood Construction, LLC is a residential remodeling service provider offering a unified suite of construction and renovation services. The company specializes in five core service areas: home remodeling, historic restoration, kitchen remodeling, bathroom remodeling, and home additions. Founded in 2002 by Robert Nelson, the company operates as a single-service business model where these services are delivered through the expertise of its owner and staff rather than as modular or tiered products.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Remodeling General residential remodeling services for homes of all ages, with a focus on energy efficiency and preserving architectural integrity. Targeted at homeowners seeking renovation of existing homes.
- Historic Restoration Specialized preservation and restoration services for older homes, maintaining their historic character and architectural integrity. Targeted at homeowners of older/historic properties requiring preservation-sensitive work.
- Kitchen Remodeling Kitchen renovation and remodeling services as part of the company's residential remodeling offerings. Targeted at homeowners seeking kitchen upgrades.
- Bathroom Remodeling Bathroom renovation and remodeling services as part of the company's residential remodeling offerings. Targeted at homeowners seeking bathroom upgrades.
- Home Additions Construction services for adding new rooms or sections to existing homes. Targeted at homeowners seeking to expand their living space.
Companies that use Heartwood Construction
Customer profileSegments1 record
Ideal customer profiles1 record
Heartwood Construction technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Heartwood Construction partnerships and signals
Strategic signalScale indicators2 records
Recent moves3 records
Expansion highlights3 records
Heartwood Construction competitors and assessment
Company assessmentDirect peers
- Mr. Handyman: National handyman services franchise offering home repair, maintenance, and remodeling to residential customers. Comparable because it sells small-to-mid project home improvement services to homeowners, similar customer segment and project scope to many Heartwood jobs.
- Power Home Remodeling: National exterior and remodeling company offering home remodeling services including windows, roofing, and siding to homeowners. Comparable because it competes in the same direct-to-consumer residential remodeling category, though at much larger scale and with a focus on exterior products rather than historic interior restoration.
- Leaf Home Remodeling: National direct-to-consumer home remodeling company offering bathroom, window, and gutter solutions to homeowners. Comparable as a similar D2C residential remodeling operator targeting homeowners with project-based sales of mid-ticket home improvements.
- Re-Bath: Franchise-based bathroom remodeling brand serving homeowners with project-based renovations. Comparable because bathroom remodeling is one of Heartwood's named core services and both sell project-based home renovations to homeowners in defined geographic territories.
- Bath Fitter: National bath remodeling franchise specializing in one-day acrylic tub and shower replacements. Comparable as a residential bathroom remodeler with a defined product/service approach targeting homeowners with mid-ticket renovation projects.
- Dreamstyle Remodeling: Regional residential remodeling company offering kitchens, baths, windows, and additions to homeowners across the Southwest and Western U.S. Comparable because it sells the same combination of kitchen, bath, and addition remodeling services directly to homeowners on a project basis.
Broad incumbents
- Window World: Largest window replacement franchise in the U.S., also offering doors and select exterior remodeling services. Comparable as a national home improvement operator with similar D2C, project-based model targeting residential customers.
- Renewal by Andersen: National replacement window and door franchise serving homeowners through direct sales and project-based installation. Comparable as a large established home remodeling brand selling project-based residential upgrades to homeowners through consultative sales.
Emerging players
- Lamont Bros. Design & Construction: Residential design-build remodeling firm serving the Portland, Oregon metro with kitchens, baths, and whole-home renovations. Comparable because it combines design expertise with residential remodeling craftsmanship and targets a similar upscale homeowner client with full-room renovations.
Regional players
- Findorff: Large Madison, Wisconsin-based general contractor with a long operating history in the same local market. Comparable because it serves the same Madison metro area for building and remodeling work, though it is significantly larger and more commercial-focused than Heartwood.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Heartwood Construction social profiles
Digital presenceHeartwood Construction financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heartwood Construction leadership team
Management profileNumber of profiles
Profiles3 records
Heartwood Construction funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heartwood Construction M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heartwood Construction
What does Heartwood Construction do?
Heartwood Construction is a Madison, Wisconsin-based residential remodeling contractor founded in 2002 that delivers home remodeling, kitchen and bathroom renovations, home additions, and specialized historic restoration services for older homes. The company focuses on energy efficiency upgrades and preserving the architectural integrity of historic properties through hands-on carpentry craftsmanship led by owner Robert Nelson.
Is Heartwood Construction a public or private company?
Heartwood Construction is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Heartwood Construction founded?
Heartwood Construction was founded in 2002. It employs 1 to 10 people.
Where is Heartwood Construction based?
Heartwood Construction is headquartered in Murrieta, United States, in the North America region.
How does Heartwood Construction make money?
One revenue line is on record: residential Remodeling Services.
Who are Heartwood Construction's main competitors?
Direct peers on record are Mr. Handyman, Power Home Remodeling, Leaf Home Remodeling, Re-Bath, Bath Fitter and Dreamstyle Remodeling. Broad incumbents are Window World and Renewal by Andersen. Lamont Bros. Design & Construction is listed as an emerging player. Findorff is listed as a regional player.
Does Heartwood Construction have an API?
No public API is recorded for Heartwood Construction.
What industry is Heartwood Construction in?
Heartwood Construction's product category is Residential Remodeling & Historic Restoration. Its primary akta.pro industry code is HSAGABAF, Structural Wood Repair & Framing (Studs, Joists, Subfloor Patching). Its NAICS code is 236118 and its SIC code is 1520.