lace software

What lace software does

Lace Software, Inc. is a US-based, venture-backed AI software company founded in 2023 by Boris Valkov, an ex-Meta engineer. The company builds an AI-powered revenue automation platform purpose-built for call centers in the home services industry — primarily HVAC, plumbing, electrical, garage doors, and home remodeling businesses. The platform consists of two integrated products: the AI CSR, a 24/7 autonomous voice agent that answers inbound calls, engages callers in natural conversation, books appointments directly into field service CRMs (matching technicians to jobs based on ACP), and follows up with unbooked leads via outbound calls and SMS; and the AI Revenue Engine, an analytics and coaching platform that analyzes every call to surface revenue insights, identify customer objections in real time, detect anomalies in script adherence and quality, and deliver targeted CSR coaching and leaderboard performance metrics.

The underlying technology combines proprietary voice AI with call analytics, predictive booking-rate modeling, anomaly detection, and workflow automation, unified through native integrations with 18+ CRM and field service platforms including ServiceTitan (the deepest integration), Housecall Pro, Jobber, FieldEdge, Salesforce, HubSpot, ServiceFusion, Workiz, Lead Perfection, MarketSharp, Builder Prime, i360, FieldRoutes, PestPac, Acculynx, JobNimbus, Roofr, and Pipedrive. Lace generates revenue through a B2B SaaS subscription model on annual billing cycles with quote-based pricing — no public pricing tiers are disclosed — sold via a demo-first direct sales motion targeting SMB and mid-market US home services businesses. The company is founder-led, closed a $14 million seed round in April 2025, and has reported 400% revenue growth in the first half of 2024 and 1000% growth for the full year 2024, with headcount scaling across 9 departments including engineering, sales, customer success, marketing, product, and contact center operations.

Go-to-market leverages a partner ecosystem spanning Power Selling Pros (strategic coaching alliance), ServiceTitan (technology integration), and GTM/marketing partners including Nexstar, Rheem, Lennox, Home Service Freedom, BDR, and Certain Path. Named customers include PipeDreams (mid-market aggregator with 25 CSRs handling up to 18,000 calls/month), A1 Garage Door Service, R.S. Andrews, Call Dad AC & Heating, Eco Plumbers & HVAC, Air Docs Heating & Cooling, Universal Windows Direct, All States Home Improvement, T-Mark Plumbing, Heating & Cooling, SageHome, Lee's Air, Fuse, One Hour Heating & Air Conditioning, and Wrench Group. Documented customer outcomes include booking-rate increases of 14-23% within 30 days, 35-44% revenue gains, 85-92% booking rates at scale, 5.5x QA cost savings, and 40%+ recovery of previously unbooked calls.

Name

lace software

Legal name

Lace Software, Inc.

Website

https://lace.ai

Company type

Private

Founded year

2023

Operating status

Operating

Short description

Lace Software is an AI-native SaaS platform providing autonomous voice agents (AI CSR) and call analytics (AI Revenue Engine) to home services call centers (HVAC, plumbing, electrical, remodeling) to book more jobs and coach CSRs.

Ownership category

akta.pro rank

Product category

AI Call Center Software for Home Services

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

akta.pro secondary industries

Contact Center Speech AI (agent assist, IVR automation) (HDAAAFAL), AI & Automation in Customer Service (Chatbots, Agent Assist) (EDABACAO)

Keywords

• AI call center software
• Home services automation
• Revenue intelligence platform
• Voice AI agents
• Call center analytics

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription (AI Call Center Software): Lace operates as a B2B SaaS company providing AI-powered call center software on a subscription basis. Pricing is quote-based and not publicly disclosed. The platform's value is demonstrated through quantified outcomes such as increased booking rates, revenue growth, and QA cost savings, indicating a value-based pricing model.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Lace Software provides an AI-powered revenue automation platform for call centers in the home services industry (HVAC, plumbing, electrical, garage doors, and home remodeling). The platform comprises two integrated products: AI CSR, a 24/7 autonomous voice agent that answers inbound calls, books appointments directly into field service CRMs such as ServiceTitan, and rehashes unbooked leads via outbound calls and SMS; and AI Revenue Engine, a call intelligence and coaching platform that analyzes every call to surface real-time objection detection, CSR performance metrics, and industry benchmarks.

Product overview

Lace is an AI-powered revenue automation platform purpose-built for call centers in the home services and trades industry (HVAC, plumbing, electrical, remodeling). The platform consists of two core integrated products: (1) the AI CSR, a 24/7 autonomous voice agent that answers inbound calls, engages callers, books appointments directly into CRM systems, and follows up with unbooked leads via outbound calls and SMS; and (2) the AI Revenue Engine, an analytics and coaching platform that analyzes every call to surface revenue insights, identify coaching opportunities, and deliver targeted CSR performance feedback. Both products are unified under a single platform architecture with native integrations into leading home services CRMs including ServiceTitan, Housecall Pro, Jobber, FieldEdge, Salesforce, HubSpot, and others.

Differentiator

Problem solved

Functional benefit

Products and services

• AI CSR AI-powered autonomous voice agent that answers inbound calls 24/7, engages callers in natural conversation, books appointments directly into field service CRMs such as ServiceTitan, follows up with unbooked leads via outbound calls and SMS, and continuously improves through data-driven adjustments. Designed for home services call centers in HVAC, plumbing, electrical, garage doors, and remodeling.
• AI Revenue Engine Call intelligence and analytics platform that analyzes every call to surface actionable insights, deliver targeted CSR coaching, identify objections in real time, and provide industry benchmarks. Tracks booking rate, abandonment rate, and rehash rate to enable call centers to recover over 40% of unbooked calls and improve booking rates by 14-23%+ within 30 days.

Quantifiable outcome

• 85%+ booking rates (up from ~65%) achieved within one month of implementation
• +12 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability8 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Power Selling ProscoreStrategic or Co-development PartnerLace AI and Power Selling Pros formed an industry-first partnership combining world-class call center coaching with AI-driven call intelligence for the trades. Power Selling Pros is the gold standard in call center coaching for contractors. The partnership enables joint customer acquisition and delivery: Power Selling Pros provides expert CSR coaching while Lace surfaces actionable AI insights from every call. Boris Valkov (Founder, Lace AI) and Brigham Dickinson (Founder, Power Selling Pros) publicly endorsed the partnership.
• ServiceTitancoreTechnology or IntegrationServiceTitan is the primary CRM and field service management platform integrated with Lace's AI CSR. Lace's AI agent books appointments directly into ServiceTitan based on ACP (Adaptive Customer Profiling), matching the right technician to the job type. ServiceTitan is listed as a prominent partner on Lace's homepage and partner ecosystem page.
• NexstarminorGTM or Marketing PartnerNexstar is listed as a partner on Lace's homepage, indicating a go-to-market or marketing relationship within the home services ecosystem.
• RheemminorGTM or Marketing PartnerRheem (a leading HVAC manufacturer) is listed as a partner on Lace's homepage and ecosystem page, suggesting a co-marketing or referral partnership.
• LennoxminorGTM or Marketing PartnerLennox (a leading HVAC manufacturer) is listed as a partner on Lace's homepage and ecosystem page.
• Home Service FreedomminorGTM or Marketing PartnerHome Service Freedom is listed as a partner on Lace's homepage, indicating a go-to-market or referral relationship within the home services industry network.
• Power Selling Pros (Tersh Blissett)minorGTM or Marketing PartnerTersh Blissett / Power Selling Pros is listed as a partner referral source on Lace's live demo page, indicating an active referral and co-marketing relationship.
• BDR (Building Development Review)minorGTM or Marketing PartnerBDR is listed as a partner on Lace's homepage and live demo page, indicating a go-to-market partnership within the home services ecosystem.
• Certain PathminorGTM or Marketing PartnerCertain Path is listed as a partner on Lace's homepage, indicating a go-to-market relationship in the home services industry network.

Scale indicators19 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Invoca: AI-powered call analytics and conversation intelligence platform for marketing and sales teams. Comparable to Lace's call intelligence and revenue insights capabilities, with vertical depth in home services adjacent verticals.
• Cresta: Enterprise contact-center AI platform providing real-time agent assist, coaching, and conversation intelligence. Comparable to Lace's AI Revenue Engine but focused on large enterprise contact centers rather than SMB vertical specialists.
• Goodcall: AI phone agent platform focused on SMBs (restaurants, services businesses) for 24/7 call answering and lead capture. Closest comparable to Lace in targeting SMB call-heavy verticals with AI voice agents.
• Balto: Real-time AI agent-assist and coaching platform for contact centers. Directly comparable to Lace's AI Revenue Engine for call analytics, objection detection, and CSR coaching functionality.
• Bland AI: Horizontal AI phone agent platform enabling businesses to build and deploy AI voice agents. Directly comparable to Lace's AI CSR offering but industry-agnostic, lacking Lace's home-services domain depth.
• CallRail: Call tracking, analytics, and conversation intelligence platform with strong presence in home services and SMB. Direct comparable to Lace's AI Revenue Engine analytics layer, though CallRail is more horizontally focused.

Broad incumbents

• ServiceTitan (internal AI): Dominant CRM and field service management platform in home services that is also building AI-powered call and booking features natively. Represents both a critical integration partner and a long-term competitive threat to Lace.

Emerging players

• Retell AI: Developer-focused AI voice agent platform for building conversational AI over phone. Comparable to the underlying tech stack behind Lace's AI CSR, but serves developers building custom solutions.
• Decagon: AI customer service agent platform for enterprise support automation. Overlaps with Lace's AI CSR but targets larger enterprise CX use cases rather than vertical SMB call centers.
• Sierra: Enterprise AI customer service agent platform for large consumer brands. Comparable to Lace's AI CSR at a broader horizontal level, focused on enterprise deployments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 lace software