For Gabe Pinchev, launching FieldPulse in Dallas nearly a decade ago was, in his words, “a punch in the mouth” kind of challenge—new industry, first startup, and no playbook for selling software to millions of tradespeople who’d long run their HVAC, plumbing, or electrical businesses from clipboards, whiteboards, and Excel.

“I’m not from the industry,” the FieldPulse founder and CEO said on the Owned and Operated podcast earlier this year. But the timing was right—tradespeople needed mobile solutions, and smartphones had become mainstream. So he listened to the market.

“Everything is fed by our customers,” Pinchev said. “We get a ton of feedback from them.”

This week, FieldPulse reported four-fold growth in the 21 months since its Series B funding in late 2023 and announced a $50 million Series C round on Aug. 11.

Atlanta-based Fulcrum Equity Partners, which led the $21 million Series B funding, returned to lead the latest round, with New York-based Catalyst Investors joining as a new backer. The deal brings FieldPulse’s total funding to about $79 million, according to Crunchbase.

In a statement, CEO Pinchev said the investment “fuels the next phase of growth while allowing us to stay true to what makes FieldPulse great: industry-leading support, a customizable platform, and a relentless focus on helping our customers succeed.”

Jim Douglass, partner at Fulcrum Equity Partners, said the firm’s continued investment in FieldPulse is a “reflection of the deep confidence we have in their leadership, vision, and relentless execution.”

The company platform, built with the customer-first approach Pinchev describes, handles everything from scheduling to invoicing to asset tracking. It’s the kind of nuts-and-bolts operations that HVAC companies, plumbers, and electricians need to manage hundreds of daily service calls.

Now, with fresh funding, the company plans to advance its AI development and hire customer success staff as it targets a market where many service businesses still track jobs on whiteboards.

“We’re helping change the narrative on trade businesses,” Pinchev said in a video message.

The FSM market: billions in play

Brian Rich, managing partner and co-founder at Catalyst Investors, said that the field service management sector is still a “largely greenfield market.”

Currently valued at $4 to 5 billion, the multi-billion-dollar industry is projected to reach more than $11 billion by 2032, growing at a compound annual rate of more than 12%, according to FieldPulse.

The opportunity exists because millions of service businesses still operate the old way. Technicians carry clipboards. Dispatchers juggle whiteboards. Invoices get lost. Customer histories live in filing cabinets or, maybe, Excel spreadsheets.

“Professionals need better solutions to help manage and grow their businesses,” Rich said.

FieldPulse says it has built its platform on the belief that no two field service companies are alike. It’s not one-size-fits-all. The company provides custom workflows, tailored onboarding, and dedicated support.

The AI Play: Handling the “busywork”  

“We’re very well capitalized for our plans the next few years while also maintaining optionality,” Pinchev told Dallas Innovates in 2023 when the company raised its Series B. “It really allows us to think long term to do things the right way.”

The latest round of funding follows FieldPulse’s launch of Field Intelligence, its first AI-powered solution for field service businesses.

According to the company’s product page, Field Intelligence “handles busywork so teams can focus on real jobs, not voicemails and admin.” The system uses two products—Operator AI and Chat AI—to address missed calls and lost bookings.

Operator AI works as a 24/7 dispatcher that answers calls, books jobs directly into FieldPulse, and routes urgent calls in multiple languages. Chat AI captures leads from website visitors, answers questions, and schedules work.

The company has also been building partnerships to extend its reach. Earlier this year, FieldPulse partnered with Acorn Finance to offer consumer lending options and with XAPP AI to improve customer engagement.

“Over 55% of consumers begin their journey with a search long before they’re ready to book a service,” Adam Tiberian, VP of sales at XAPP AI, said in a statement at the time. The integration connects online searches directly to service bookings, with businesses managing it in FieldPulse.

Looking ahead

That operational focus attracted new investor Catalyst and brought Fulcrum back for consecutive rounds.

“FieldPulse delivers meaningful operating leverage and unlocks growth for its customers, and AI further accelerates productivity gains,” said Catalyst Managing Partner Brian Rich. “FieldPulse has the leadership and vision to lead this shift.”

Fulcrum’s Douglass echoed that confidence. “In the past two years, the team has proven their ability to scale with focus while staying true to what makes them special,” he said. “Exceptional product, outstanding service, and an unwavering customer-first mindset.”

For Pinchev, the strategy comes down to growth with a customer-first lens: “It’s not only creating a better product,” he said in the podcast, “It’s creating a better experience from start to finish.”

As he put it: “We’re reinvesting to grow bigger because we see the market opportunity.”

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