Problem

Home-services and trades businesses lose revenue in the phone channel because customer-service representatives cannot consistently answer, qualify, book, and follow up on every inbound lead. Manual call reviews cover only a fraction of interactions, making it difficult to identify missed opportunities or coach CSRs at scale; abandoned and unbooked calls are especially costly because even a 1% increase in bookings can add $3 million to a company generating $300 million in revenue. Lace’s central use case is turning those overlooked calls into booked HVAC, plumbing, roofing, and other trade jobs without requiring additional marketing spend.

Product / Service

Lace is a verticalized SaaS revenue-automation platform for call centers. Its AI Revenue Engine analyzes every call, detects missed opportunities, produces trusted performance insights, and gives managers targeted CSR coaching. Its AI CSR operates as an always-on teammate: it answers calls 24/7, books appointments directly into ServiceTitan, follows up with unbooked leads through outbound calls and SMS, and uses the resulting data to improve performance. The intended benefit is more answered calls, higher booking rates, faster coaching, and recovered revenue; Lace says its system can recover more than 40% of unbooked calls.

Market

Lace competes in AI-powered call-center automation, conversation intelligence, and revenue intelligence, with a focused go-to-market strategy in the large but historically underserved US home-services market. Adjacent competitors include Balto and Cresta in agent assistance and coaching, Observe AI and Tethr in call analytics and quality assurance, and Gong, Chorus, Fireflies, Avoma, Otter, and Grain in conversation intelligence. Lace’s vertical focus and direct integration with trades workflows differentiate it from more horizontal tools.

The company is not pre-revenue. It began selling to customers at the end of 2023 and reported working with more than 100 businesses by April 2025, including A1 Garage Door Service, Sage Home, Eco Plumbers, Matrix, and Lee’s Air. Lace reported 1,000% year-over-year ARR growth in 2024, while declining to disclose absolute revenue, and had raised $19 million in total funding, including a $14 million seed round. Customer evidence cited by Lace and its partners includes an 85% booking rate for calls handled by its AI CSR and a 16% booking-rate increase in 30 days for one customer.