In the U.S. home services sector, marketing is often more trial and error than science. Contractors, HVAC technicians, and electricians routinely spend between 10% and 30% of their annual revenue on lead generation efforts, often relying on a mix of Yelp, Google Ads, or social media to keep phones ringing. But as the return on these platforms diminishes and frustration with pay-to-play systems mounts, a new category of marketing tech is gaining attention from both investors and service professionals. One of the newest entrants, Volca, has raised $5.5 million to become a contender.
Founded in late 2024 by Brendan Kazanjian, Brandon Rabovsky, and Jack Morton, Volca offers a full-stack AI platform designed specifically for home services businesses. Its primary product: an SMS-based referral engine that integrates with existing customer relationship management (CRM) systems to streamline customer communications, incentivize word-of-mouth referrals, and close the loop with payments.
An Approach Informed by Industry Experience
“As a kid, I spent summers hauling busted HVAC units and running electrical wiring through walls because I was small enough to fit,” Kazanjian wrote in a recent LinkedIn post. That firsthand experience informs Volca’s approach, which focuses on building tools for contractors with limited time and tech capacity. Rabovsky brings a go-to-market background and expertise in referral marketing. Morton, a mechanical engineer turned software lead, rounds out the founding team with technical execution.
