Engage
Answer calls and respond to fresh leads across the channels customers actually use.
About Tradesly
We built the software the trades run on. Now we're turning demand into more revenue.
Tradesly was founded by leaders behind mHelpDesk and ANGI HomeServices after seeing the same gap from both sides: local businesses had better tools to create demand and better systems to deliver the work, but the customer conversation in between remained fragmented, inconsistent, and difficult to improve.
Built by people who know the category.Experience from both the software and marketplace sides of local services.
2011mHelpDesk founded
>200klocal businesses served
20+ yrsin home & local services
Why Tradesly exists
Why we started Tradesly
Vincent built mHelpDesk to help home services companies run their business. Brandon led one of the largest home services marketplaces in the category. Together, they saw the same gap from both sides: the phone is where revenue is won or lost, and too few businesses are equipping the person who answers it to convert the opportunity.
Demand gets created
More ways to get calls.
Ads, search, referrals, forms, marketplaces, and repeat customers create intent.
- Google / LSA
- Website + forms
- Referral + reactivation
The revenue gap
The conversation in between.
The systems on either side got smarter. The moment where someone has to respond, understand, and move the customer forward did not.
MissedCalls and leads wait
InconsistentDifferent rep, different outcome
DisconnectedContext gets lost
Hard to improveNo feedback loop
The work gets delivered
Strong systems of record.
Scheduling, dispatch, CRM, case management, payments, and fulfillment keep the business moving.
- Scheduling + dispatch
- CRM / case systems
- Jobs + revenue outcomes
The opportunity wasn't another system of record. It was the intelligence layer around the conversation.
What we believe
Not every conversation needs a person. Not every conversation should be left to AI.
The better operating model uses automation where consistency and speed matter, then brings in human judgment when the conversation carries nuance, trust, urgency, or real revenue.
Human where it matters
Protect the important moments.
- Complex or sensitive conversations
- Objections, urgency, and uncertainty
- High-value opportunities
- Moments where trust changes the outcome
Shared context
+
real-time
intelligence
+
real-time
intelligence
AI where it helps
Handle the repeatable work.
- Routine questions and logistics
- Initial qualification and context gathering
- Follow-up and repetitive outreach
- Routing, summaries, and next-step support
Human where it matters. AI where it helps. One coordinated customer experience.
What we're building
One operating layer for the customer conversation.
Tradesly coordinates AI, people, and the systems businesses already use so each interaction can move toward a clear outcome, and each outcome can make the next interaction better.
Assist
Give people context and real-time guidance when a human conversation is the better path.
Convert
Qualify the opportunity, route correctly, and move toward a booking or next step.
From first response to measurable outcome.Instead of treating calls, texts, bookings, and coaching as separate tools, Tradesly connects the full loop.
Inputs
Where demand shows up- Calls
- Text and web leads
- Missed opportunities
Coordination
What the Tradesly layer does- Qualify and route
- Coach and summarize
- Follow up and book
Outcomes
What the business gets- Booked work and better handoffs
- Recovered revenue
- A feedback loop that keeps improving
Why this team
We've seen the category from both sides.
Tradesly's point of view comes from years spent building software for operators and leading one of the largest home-services marketplaces, seeing how demand gets created, how the work gets delivered, and where value gets lost between them.
Software side
What operators need to run the business.mHelpDesk gave this team a front-row view into how local businesses schedule work, dispatch teams, manage customers, and keep operations moving.
Marketplace side
How demand gets created, and where it gets lost.HomeAdvisor and ANGI added the marketplace view: acquisition, lead flow, conversion pressure, and the cost of every missed or mishandled opportunity.
Why focus on local businesses? Because they are the backbone of the economy, and they deserve better tools to manage the conversations that create jobs, revenue, and customer relationships.
Founder & CEO
Vincent Wong
Built software alongside the operators Tradesly is designed to serve.
Vincent founded mHelpDesk in 2011, one of the first cloud-based field service management platforms purpose-built for home services companies. mHelpDesk was used by thousands of HVAC, plumbing, and electrical businesses to run their entire operations, from dispatching techs to invoicing customers.
The platform earned one of the highest customer satisfaction ratings in the industry and was acquired by HomeAdvisor (now Angi), where it became part of the Angi HomeServices portfolio featured on CNBC alongside brands like Angie's List, Handy, and CraftJack.
Vincent spent over a decade building software for the trades and saw the same problem at every company: CSRs were answering phones with zero sales training while sitting on $5K–$15K calls. Tradesly is the product he wished existed when mHelpDesk customers asked him how to book more jobs.
Founded mHelpDeskAcquired by HomeAdvisor / ANGIHome-services technologyYEC AlumYPO Alum
Category experience
Leadership
Brandon Ridenour
Led the marketplace side of the category at scale.
Brandon served as CEO of ANGI Homeservices (NASDAQ: ANGI), the $1.3 billion parent company of HomeAdvisor, Angie's List, Handy, HomeStars, CraftJack, and mHelpDesk. Under his leadership, ANGI operated the largest digital marketplace for home services in the world.
Before becoming CEO, Brandon was Chief Product Officer and Chief Technology Officer at HomeAdvisor, where he was part of the executive team that took the company public. He oversaw product strategy, technology, and the operations of HomeAdvisor's North American subsidiaries, including mHelpDesk, which is where he and Vincent first worked together.
Brandon has appeared on CNBC, spoken with Jim Cramer about disrupting the $400 billion home services market, and led a company with over 1,000 employees and operations across North America and Europe.
Former CEO, ANGI HomeservicesFormer CPO & CTO, HomeAdvisorNASDAQ: ANGIFeatured on CNBC
Marketplace experience
What's next
Local-business software should help create revenue, not just record activity.
That's what we're building at Tradesly: connecting AI, people, customer conversations, and the systems businesses already use.
Human where it matters. AI where it helps.
See how Tradesly can fit around your team, your customer journey, and the systems you already use.
Get a free demo