We Built the Software the Trades Run On. Now We're Fixing the Phones.
Tradesly was founded by the people who built mHelpDesk and led Angi HomeServices — the two companies that defined how home services companies operate and grow.
Our Thesis
Every home services company is spending money to make the phone ring. The problem isn't lead generation — it's what happens when someone picks up. Voice AI handles routine calls fine. But on the $5K–$15K calls that pay for everything else, callers want a human. And most CSRs were never trained to close.
Tradesly is the hybrid AI platform that routes calls by value: AI handles logistics, and AI-coached humans handle revenue. Same leads. Same budget. More booked jobs.
Built by People Who've Done This Before
Vincent Wong
Founder & CEO
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.
CNBC — mHelpDesk featured in the Angi HomeServices brand portfolio during earnings coverage
Brandon Ridenour
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.
CNBC — Brandon Ridenour on Mad Money with Jim Cramer, discussing ANGI Homeservices and the $400 billion home services market opportunity.
Why We Started Tradesly
Vincent built mHelpDesk to help home services companies run their business. Brandon led the largest home services marketplace on earth. Together, they saw the same gap from both sides: the phone is where revenue is won or lost, and nobody is training the person who answers it.
Voice AI companies want to replace CSRs. But the data is clear — 64% of customers wish companies didn't use AI for service, and 71% of Gen Z still prefer a real person on the phone. The answer isn't replacing humans. It's coaching them in real time.
That's Tradesly: AI handles the routine. AI-coached humans book the big ones.
See It Work on a Real Call
We'll show you exactly how Tradesly handles a live inbound call for your company — AI routing, real-time coaching, and the booked job at the end.
Get Your Demo