Rob Heller is the founder of Swivl, an AI-powered operating system built for the millions of home and field service businesses that have been ignored by enterprise software. He believes small operators shouldn’t have to trade margin, clarity, or control to access modern tools—and built Swivl to prove it.
As founder of Swivl, Rob leads product vision, platform strategy, and long-term roadmap, with a focus on building a modern operating system for home and field service businesses. His work centers on simplifying operations, unifying marketing and growth tools, and applying AI in practical ways that help operators protect margins, improve clarity, and scale sustainably.
Rob brings decades of hands-on experience designing and running service business operations, which directly shaped how Swivl was built. He pairs that real-world perspective with a systems-driven approach to software and growth.
Rob’s areas of expertise include service business operations, job costing and margin management, systems design, and platform strategy. He specializes in translating real-world operational complexity into simple, scalable software—spanning AI-driven automation, integrated marketing and lead generation, and end-to-end operating systems that help home and field service businesses run efficiently, profitably, and with clarity.
Outside of work, Rob spends time with his wife, two daughters, and son, and enjoys traveling and being outdoors whenever possible. He’s also rarely far from his two border collies, who keep him active, grounded, and entertained.
Author's articles
Explore articles and insights written by Rob Heller.
A real customer asked our chatbot “how do I get cleaning jobs?” — the same question half of every starting service business secretly wants to ask. Here’s the step-by-step playbook for getting your first customers: website, domain, professional email, Google Business Profile, paid ads, and looking like a real business when you show up.
A North Carolina plumber replied to a Swivl email with four words: “you lost me at AI.” Here’s why that reaction — however reasonable — is the real risk for trade owners over the next three years, and the two AI tools (receptionist and estimator) that are actually worth adopting today.
When you add someone to Swivl, are they an employee, a 1099, or a subcontractor? The categories aren’t interchangeable — they change how you pay, how Swivl tracks cost, and what you owe at your year-end workers comp audit. Here’s how to tell them apart and how to set each up correctly.
A practical guide to upgrading from a generic Gmail address to professional email on your own domain. Covers buying a domain, then choosing between Google Workspace and Purelymail — with step-by-step setup for both.
Many field service platforms are too expensive and over-engineered for small businesses. Learn how to ditch the "bloatware" and switch to a streamlined system that actually boosts your ROI.
Are "tire kickers" draining your marketing budget? Learn how to identify ghost leads and use AI-driven tools like Swivl Max Ads to ensure every lead you pay for is a real opportunity.
