For the 2.5 million home services businesses in the U.S., customer acquisition remains a persistent and expensive problem. Most contractors rely on a patchwork of outdated tools, costly marketing agencies, or manual outreach to generate leads. The result is often money left on the table – in an increasingly competitive landscape (2023 saw record new home service business formations), local contractors that fail to market effectively risk losing business to more tech-savvy competitors. 

Today, home service SMEs face a gap: there is no integrated “system of record” for revenue and marketing.

Enter Volca.

Volca is an AI-native revenue orchestration platform purpose-built for home services. The company offers an all-in-one solution to help local trade service providers (e.g. HVAC, plumbing, landscaping) acquire customers and boost revenue through smarter, automated marketing and customer referral programs. The company’s wedge — a structured, automated referral system — tackles the highest-ROI yet most under-leveraged growth channel in the trades: word of mouth. The product replaces ad hoc referral efforts with a tightly integrated toolset that captures, tracks, and closes referral leads automatically, syncing with systems like ServiceTitan and rewarding referrers via seamless payouts. For trades businesses accustomed to spreadsheets and inboxes, Volca delivers a revenue engine that runs on existing rails.

The model is resonating. In its first 30 days post-launch, Volca is already seeing significant pilot conversions and early examples of multi-product expansion (e.g. customers moving from referrals into memberships, reviews, and SMS marketing). One HVAC contractor closed over $160K in referral-driven jobs in four months, with measurable results within days of onboarding. Behind these numbers is a simple insight: in a sector where 82% of consumers don’t have a preferred provider, growth belongs to the businesses that stay top of mind. Volca ensures they do — at scale, and with minimal lift. 

Behind their early success is a tight-knit founding team with youthful energy, credible experience, and deep customer empathy. CEO Brendan Kazanjian grew up in and around home services contracting. He speaks the operator’s language fluently and has translated that insight into a product that resonates immediately. His co-founders, Don Rabovsky and Jack Morton, lead go-to-market and engineering respectively, and bring complementary experience across GTM, RevOps, and full-stack development. In a short time, this group has shipped fast, sold effectively, and built real trust with early customers. 

MetaProp has long backed platforms that modernize operational workflows in massive, oversold yet underserved corners of the built world, where better tools create immediate economic lift. Volca fits squarely within that strike zone. We’re excited to join Pathlight Ventures, GTMFund, Recall Capital, and a strong bench of early operators and angels in backing a young, scrappy, and fast-moving team as they transform how service businesses grow.

If you run a home services business and are looking for better tech to help you generate and attribute revenue faster and more accurately, take a look at Volca. And better yet, if you’re looking for a new role and want to join a fast-growing startup that’s disrupting the home services industry, Volca is hiring rapidly.

Read more about Volca in Forbes.