The founder runs a plumbing and heating business in the UK. That business runs on ServiceM8 — jobs, quotes, invoices, engineers on site, the customer who messages at nine at night wanting to know when someone is coming.
Running it that way surfaces the gaps quickly. Some of them are things ServiceM8 does not do, which is fair enough — no platform does everything. Some are things that could be done, but nobody had built. The customer messages arriving on a personal phone and never reaching the office was the one that hurt most, so that got fixed first. It became the WhatsApp add-on.
What became obvious after that was that plenty of other trade businesses had the same problems, and quite a few of them also had a half-finished ServiceM8 setup underneath. Fixing the setup turned out to be worth more to them than any add-on. So ServiceHQ does both, and the two feed each other: every business we set up teaches us what the next add-on should do.