Richard Flournoy ran the numbers on his former business and his current one, and the math surprised him.
It took him 23 years to grow his previous plumbing company to a certain revenue per truck. Deep Dive Plumbing, the business he and his wife, Felicia, own now in Cartersville, Georgia, already produces 33% more than that. In less than a year.
"I would not have believed that we could do this number," he said.
Deep Dive has grown to seven technicians in its first year with ServiceTitan’s and Max, which unleashes the full AI power of Atlas across the entire business.
"I don't think without Max we would've gotten to seven technicians as quickly, or as easily, as we have," he said. "I don't know if we would've gotten there in less than a year."
Richard had run a plumbing company once before and sold it, working in sales for ServiceTitan before regaining the itch to run a contracting business.
When he and Felicia decided to start over with Deep Dive, Felicia set one condition.
"This time we have to start it right, and start off with ServiceTitan," she said.
They opened Deep Dive in June 2025 and upgraded to Max in September 2025.
One times 10
Revenue per technician at Deep Dive is up 114% in the nine months since the upgrade, Richard said. The big impacts he has seen:
Producing $10,000 in revenue now takes a Deep Dive technician 30 hours; before Max, it took 55.
Once Atlas could see the entire business and started balancing technicians' schedules for them, they began working 8% fewer hours, but earning 20% more.
Those efficiencies have pushed Deep Dive’s revenue per hour worked from $180 to $325.
Richard, a second-degree black belt in Don Jitsu Ryu, has an interesting way of explaining why Deep Dive’s growth happened so fast.
"Have you ever wanted to get in better shape?” he asked. “You can diet, you can exercise, you can take vitamins—or you could do all three.
"If you do all three, you're going to get better results because it's going to be a multiplier. One plus one is two, one plus one plus one is three, but that's not true here.
“If you start adding these capabilities together, it's not one plus one. It's one times 10."
‘Make more money and work less’
Felicia doesn't hedge when asked about the value of adding all of ServiceTitan’s capabilities together as part of Max.
"I would say if you want to make more money and work less, sign up," she said. "If you want to work harder and make less, piece capabilities together."
The same logic applies to adding people, not just products. When Deep Dive brought on a new dispatcher, Richard didn't spend weeks training her on the old way of doing things.
"We just hired somebody, and I'm like, 'Just let (ServiceTItan) do its job. Just look at what it's telling you,'" he said. "That made it so much easier than having to sit over them."
Other contractors, Richard said, often ask him about the cost of Max. He tells them he doesn't see it as an expense.
"It's not a cost, it's an investment," he said. "If you put a little work in, you don't have to put a lot in, it pays back at least 10 times."
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Little bubbles with big impact
In addition to executing tasks, Atlas, surfaces what an owner hasn't gotten to yet.
When Deep Dive hadn't launched a welcome-email sequence for new customers, Atlas suggested one and assigned a tracking phone number without being asked.
"I don't even look at it as AI," Felicia said. "It's a little bubble there, usually telling me to do something that sometimes I would've never thought about doing."
Deep Dive is able to pass efficiency gains along to employees, too. The company closes for a three-day weekend every month.
"Could we do that without ServiceTitan Max?" Richard said. "Maybe, but we couldn't make the revenue."
The revenue is, of course, important. But so is the freedom.
Felicia and Richard have a son with serious medical needs, and running the office used to mean being physically in it. That changed with ServiceTitan the first time around, when they added capabilities as they became available.
That, they said, was a blessing.
"When our son was in the hospital, we were able to have our laptop right there and see everything that involved the business," Felicia said.
As they have quickly built Deep Dive, the Max package expedited – and multiplied – the blessing.
"We work very hard when we're at work," Richard said, "but we work a little bit less hard because we have ServiceTitan."
