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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.
Your highest-ticket plumbing jobs are emergencies — and you don't win them by being the best plumber, you win them by being the first to confirm an arrival. Here's how slow, manual dispatch hands those jobs to competitors, from 17 years of building a plumbing company.
Hitting $1M in plumbing revenue isn't a marketing problem — it's a backend one. Here's how a former Wall Street systems guy turned plumbing owner unclogged the office bottlenecks (and shrank AR 25%) to actually scale.
Stop overpaying for bloated features. How to choose plumber business management software that saves your fleet $15,000 a year in back office overhead, from someone who scaled a plumbing shop from one truck to 30 and sold it.
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.
Learn how home service businesses use AI receptionists, estimating tools, and field service software to improve customer communication while maintaining a human experience.
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.
