The SaaS CFO ServiceUp Raises $70M to Grab $250B TAM in Fleet Operator Repairs
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Oct 9, 2025 Brett Carlson, co-founder and CEO of ServiceUp, has over 25 years in tech and is on a mission to revolutionize vehicle repairs for fleet operators. He discusses the staggering $250 billion opportunity in the outdated repair market and how ServiceUp pivoted from consumer-focused services to target large fleets like Amazon and UPS. Brett shares insights on raising $70 million, adapting to investor expectations, and using AI-powered voice agents to streamline operations. His journey offers valuable lessons for tech entrepreneurs navigating the startup world.
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Massive Undigitized Market Opportunity
- The vehicle repair market remains widely archaic and fragmented despite a $250B TAM.
- Brett Carlson saw a clear opportunity to digitize an industry stuck in outdated technology.
From Consumer Pickup To Fleet Focus
- ServiceUp started as a consumer pickup-and-delivery repair app similar to DoorDash for cars.
- Large gig and fleet customers pushed them to pivot toward enterprise fleet and insurance work where margins were cleaner.
Fleet Repair Costs Are Enormous
- Large fleet operators incur very high collision and repair costs that scale into hundreds of millions.
- Modernizing the repair workflow can unlock enormous efficiency and cost savings for these fleets.