SetSale Raises $2M in Seed Funding to Expand HVAC Sales Platform

Every industry has that quiet tax nobody invoices for. In HVAC, it shows up in missed margin, clunky proposals, and sales reps stitching together answers in real time while the clock is ticking. Not dramatic enough to headline a crisis, but persistent enough to cost real money. SetSale looked at that mess and decided friction is not a feature.

Assaf Weinberg, CEO, and Seth Ure built SetSale in 2024 with a simple idea that sounds obvious until you try to execute it. Connect the entire sales motion. Not just make it faster, but make it intelligent. Real pricing, real inventory, real incentives, all flowing through a system that actually thinks while the rep is standing in a homeowner’s living room trying to close.

Now they have $2M in seed funding to push that vision further. York IE stepped in to lead the round, with Palmetto and Finturf backing the play. Matt Shapiro joins the board, which tells you this is not just capital showing up, it is conviction with a seat at the table. Total funding now sits at $2.7M since day one in Charlotte, North Carolina.

SetSale is not just selling software to contractors. They are threading a needle between distributors and the field, turning what used to be static pricebooks into living systems. Mingledorffs, Winsupply, LohMiller, Koch Air, Standard Air. These are not logos you casually collect. These are pipes into the ecosystem. When distributors lean in, contractors follow, and suddenly the network starts to behave less like a supply chain and more like a feedback loop.

The product reflects that philosophy. AI is not there for decoration. It is doing the heavy lifting. Building multi option proposals without the usual scavenger hunt for model numbers. Adjusting pricing and margin in real time. Folding financing into the conversation before hesitation shows up on the homeowner’s face. Integrating with platforms like ServiceTitan and Housecall Pro so the workflow does not break when the deal gets real.

This round is fuel, but the signal is in how they earned it. They did not start by boiling the ocean. They picked a lane, went deep into distributor relationships, and built something that actually removes friction where money is made or lost. That is the part most founders skip. Everyone wants scale. Few want to wrestle with the messy middle where adoption lives.

SetSale leaned into that middle and turned it into leverage. Now the next phase is obvious without being easy. More distributor partnerships. Deeper integrations. Smarter pricing models. A network that compounds with every quote generated and every deal closed.