Eduard Arakelyan, CEO of Team Rooter, sat in the audience in September 2025 at the customer conference in Anaheim, Calif., when ServiceTitan’s Vahe Kuzoyan began walking through the Max program.
Arakelyan didn't wait for the presentation from the president and co-founder at Pantheon to end.
"I've got to be part of this right off the bat," Arakelyan said.
He sent two text messages. The first went to his business partner, Levon Grboyan.
"Game-changer coming down the line."
The second went two ServiceTitan contacts. By the time Kuzoyan finished, Arakelyan was already in conversation about getting in.
"As soon as I saw the presentation, I was like, 'This is the future and this is how AI and automation is going to take over our industry,'" said Arakelyan, whose business is based in Sun Valley, Calif. "Obviously our techs are still in the field, but every other process before we get to the tech is going to be automated."
By December 2025, Team Rooter had its best revenue month in the company's nine-year history.
Starting with eight trucks
Arakelyan and Grboyan started Team Rooter over Christmas dinner in 2016 — a couple of cigars, a few drinks and a decision between lifelong friends that it was time to build something together. They got their license in July 2017. By Aug. 15, eight trucks were rolling in Southern California.
From the beginning, the goal was scale. They weren't interested in a one-man operation. They went in with competitive pricing, a commitment to customer service and an appetite for any new technology that could separate them from the competition.
"Every time there was a new feature we could jump on ahead of everybody else, we did that," Arakelyan said. "So we could be the first into the market."
ServiceTitan came early.
"ServiceTitan was the key in our success when we first started," Arakelyan said. "As soon as I saw some paper invoices come around my desk and I was like, 'Nope, we're not doing this. We need something better.' Within 15 days of operation, we signed up with ServiceTitan, and the rest is history."
Today, Team Rooter runs 35 trucks across Southern California, from Santa Barbara to the border with Mexico.
Driving by the numbers
Arakelyan, before joining the Max program, already knew what the data was telling him. He checked it constantly.
"The reporting aspect of it is what drives business," he said. "Outside of that, you're driving a business blind. I love the KPIs. I look at them four or five times a day. The dashboard area is my home screen pretty much on my computer."
Revenue, conversion rates, booking rates, job averages, and close rates were the numbers he watched. And when the industry tightened in 2025, it was the data that told him where to focus: Pull back on broad marketing spend, concentrate on the existing customer base, find the margin that was already there.
Thirty percent of Team Rooter's 2024 business came from repeat customers. The platform that helped surface that opportunity was the same one he'd been running since week one.
The gap between having tools and using them
Team Rooter's automation, before Max, operated in pieces. The capabilities were there; they just weren't running together.
Max changed that.
The program gave Team Rooter the structure to activate end-to-end automation across the business: AI agents operating around the clock, across marketing, booking, dispatch, field execution, and pricing, on everything from driving the lead to supporting techs in the field so contractors can accelerate their growth.
Team Rooter also had encountered one other problem. Arakelyan said it was him.
"I was not delegating anything," Arakelyan said. "I was trying to figure out all of the aspects of it."
Every question about every product ran through the CEO. There was no structured rollout, no internal ownership, no direct line between his team and the people who could help them get more out of the platform.
Since joining the Max program, Team Rooter has assigned each function to a named internal leader who works directly with a ServiceTitan counterpart to make sure the automation was actually running, not just switched on.
"When the Max program got introduced, the delegation process happened a lot better," Arakelyan said. "Now we have individual account managers involved on the ServiceTitan side, and I have employees involved in specific Pro products, which they communicate together. So it's flowing much, much better."
Better product usage plus organizational buy-in delivered stronger results.
"When we first started, implementation was really on the low end," Arakelyan said. "But now everybody sees the actual results of having all of these things work together. A lot of our leadership group has bought into the process now that they see the results."
What the numbers showed
The Max team identified a drop-off in their online scheduler that was costing Team Rooter bookings. The workflow was reconfigured, AI follow-up features were turned on and Reserve with Google was activated. Booking rates improved. Cancellations dropped. Conversion climbed from 61% to 66%.
On the field side,technicians who recorded their calls consistently posted higher ticket averages. The accountability of the process translated directly into performance.
"If they are recording, those technicians always have higher ticket volume and higher ticket averages than those that are not recording," Arakelyan said.
Average ticket size moved from $2,035 to $3,126 — a 54% increase.
December 2025 revenue reached $1.223 million, the highest month in company history, up 45% from the prior month and 17% year over year. January followed at more than $1 million, up 53% year over year.
"We had double-digit growth in revenue in three of the months," Arakelyan said. "Two of the months we had 23, 24% increase in revenue."
He acknowledged what any operator running this kind of growth would acknowledge: correlation isn't causation. Other factors contribute. But the direction of the numbers and the timing of the change left little room for doubt.
"It's happening," he said. "So we're going to ride this out all the way through."
The case for doing it all the way
Arakelyan has a clear answer for any contractor who already has Pro Products and wonders whether Max is worth the step up.
"It's the customer service, the support that you get from your account manager," he said.
He credited his account manager, Amanda, specifically — someone who holds Team Rooter accountable, tracks progress across products and keeps the both sides honest about what's working and what isn't.
"Max or nothing," Arakelyan said. "Halfway is halfway."
Now Team Rooter is approaching full usage of ServiceTitan’s AI-powered automations.
"In the next six months to a year, this automation process is going to get a lot bigger and a lot more efficient, and the revenue is going to show itself off in that scenario," he said.
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A loop, not a funnel
What Arakelyan describes isn't a workflow with a beginning and an end. It's a cycle.
The Max Program drives the lead, gives customers relevant booking windows, routes the job to the right technicians, records the call and supports coaching. When the job closes, the customer goes back into the marketing funnel, tagged for services they didn’t purchase on the visit.
"The end-to-end automation part of it is that every lead we get or every customer we get costs so much in Southern California and nationwide," Arakelyan said. "It's really important to have that avenue of remarketing to our customer base, and the automation and funnel portions make that a hundred times easier. It's better to market to your own customer base than to keep looking for new ones."
He expects the loop to get tighter as utilization climbs.
Atlas, he said, will make it unstoppable.
"To my business," he said, "ServiceTitan is essential. Period."
