You are not buying software. You are dealing with me.

I have moved twelve times, across countries and across states. The customer half of this was never a market study for me. I already knew exactly what it feels like to have no idea where your things are.

I was working as an engineer at AWS when I started looking into whether it could be fixed properly, and I kept talking to the people actually doing the work. That is where the real thing showed up. The problem was never only on the customer’s side. It was on the mover’s side too.

One mover told me he was running about twenty moves in a day. He was driving, taking calls, and halfway through the fifth “can I get an update?” he just stopped picking up the phone. His customers were not being difficult. They had no way to see what was happening.

I spent two years talking to movers before I built anything. What I heard over and over was that owners were losing work they had already paid to get, because nobody could chase a quote while they were carrying furniture down a staircase.

So that is the job Settl does. It is not lead generation, and I have deliberately stayed out of broker and dispatcher territory, because I am not willing to sell your job to the company down the road. I look after the work you have already won, from the first call through to the review after the move.