Vertical SaaS for home services contractors — HVAC, plumbing, electrical, pest control. Built by founders whose fathers ran service businesses, which gave them the empathy to design software that fits the trade, not the office. Cited by Gokul Rajaram as a canonical example of "compound software in verticals": own the system of record for a niche, then stack payments, financing, and marketing on top. A model for founders who reject horizontal SaaS commoditization.