ServiceTrade’s Raleigh-Durham Roots: Growing with the Triangle

When Billy Marshall and Brian Smithwick founded ServiceTrade in 2012, they didn’t choose Raleigh-Durham as their home base by accident. They chose it after seeing firsthand how its universities weren’t just turning out grads—they were launching leaders. They recognized that the area offers a unique combination of world-class talent, an innovative culture, and a business-friendly environment. The Triangle is perfect for building a tech company.

As CEO, I’m amazed by how ServiceTrade’s journey mirrors the incredible transformation of our region. As we’ve evolved from a bootstrapped startup to a leading provider of field service management software, the Triangle has emerged as one of America’s most dynamic tech hubs. Today, ServiceTrade serves over 1,300 commercial service contractors and manages $7.5 billion in revenue via our platform each year.

The Foundation: A Rich Talent Ecosystem

What makes the Raleigh-Durham tech hub so special isn’t just one thing—it’s the convergence of several powerful forces. At the heart of it is Research Triangle Park, locally known as RTP.  It’s one of the largest research parks in the United States. It is anchored by three world-class research universities: NC State, Duke, and UNC Chapel Hill. It’s also home to some of the most renowned trade schools in the nation, Durham Technical Community College and Wake Technical Community College. These schools create a continuous pipeline of tech talent that fuels innovation in North Carolina. We’re fortunate to be at the center of this vibrant talent pool.

The numbers tell the story. The Raleigh-Durham area has seen tech workforce growth of about 18% since 2018. And, 47.4 percent of residents have a bachelor’s degree or higher. But it’s not just about quantity—it’s about quality. The area is one of the most concentrated U.S. markets for software engineers employed in the tech industry. Raleigh-Durham is one of the nation’s most important engines of innovation. 

Billy and Brian understood that access to the talent in Raleigh-Durham would be crucial. The talent would drive innovation and create the sophisticated field service management platform that commercial contractors need.

ServiceTrade’s Evolution in RTP

Our company’s growth story is intertwined with the region’s evolution. When ServiceTrade started in 2012, there were practically no SaaS providers in the space. A common preference was to have the server in the office where contractors could see it. The Triangle’s tech-forward environment shaped our vision of how technology could help our customers’ businesses grow. Many of our early customers were local and embraced cloud-based solutions faster than contractors in other markets.

Our significant funding round in 2021 validated the need for SaaS field service management solutions for commercial service industries. It was also an endorsement of the value of our technology, and of our market leadership. Today, we continue to innovate and expand our solutions. We are investing in new technologies that deliver positive results for contractors’ business operations and bottom line. As a result, we’ve been rewarded with phenomenal growth in our own business.

ServiceTrade is dedicated to serving our customers’ unique needs with practical innovation that provides measurable value. This is particularly important as the commercial service industry is fundamentally transforming and striving to achieve more with tight resources. Our customers face changing customer expectations, workforce challenges, and constant pressure to grow profitably. ServiceTrade is leading that transformation from our home in the RTP. Just as RTP is driving the next wave of American innovation.

Looking Forward: Innovation and Growth

ServiceTrade and the Raleigh-Durham area are poised for continued growth and rapid innovation. This area of North Carolina will see increased demand for technical talent in AI, cybersecurity, data science, and cloud computing. These are the exact capabilities accelerating our leadership as we develop next-generation solutions for our customers.

We’re actively involved in initiatives to attract more young people to the trades. We work with local schools to develop talent pipelines, and supporting the entrepreneurial community that has given us so much. When companies like ours succeed, the entire Research Triangle Park ecosystem benefits. More importantly, innovation that happens here expands across other states and cities. Our innovation accelerates the growth and value of business everywhere.

We’re not just committed to growing our company and serving our customers. We’re also committed to contributing to the continued success of our region. From our headquarters in Durham, we’re serving contractors nationwide. We’re proving that world-class innovation happens right here in North Carolina every day. I’m excited about the future of ServiceTrade and our region, and confident that the best is yet to come.