Listen Here

| |



Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Luke Hansen, CEO and founder of CompanyCam, a visual communication platform for contractors that has raised $38 million in funding.

  • Luke explains how embracing a memorable and differentiated brand identity, epitomized by his iconic mustache, has helped CompanyCam stand out in a crowded market and stick in customers’ minds.
  • As a Nebraska-based founder, Luke shares his perspective on the advantages and challenges of building a tech company outside of Silicon Valley, and how the rise of remote work is democratizing access to talent and resources.
  • CompanyCam’s origin story is rooted in Luke’s firsthand experience working in his family’s roofing business, where he witnessed the pain of disorganized job site photos and manual processes.
  • By focusing on solving universal problems for contractors rather than trade-specific issues, CompanyCam has built a horizontal platform that serves a diverse range of customers while maintaining a targeted focus.
  • Luke discusses the challenges of raising early-stage funding for a niche product and the importance of conviction and storytelling in winning over investors and early hires.
  • CompanyCam’s long-term vision is to become the mediator of the homeowner-contractor relationship, leveraging AI and large language models to unlock new value from its rich database of job site photos and data.


Embrace Being Different Over Being Incrementally Better:

Luke argues that in crowded markets, it's often more impactful to differentiate your brand through memorable and quirky elements than to compete on incremental improvements. Founders should seek out opportunities to create a distinct identity that sticks in customers' minds and makes their product the default choice.

Leverage Your Founder-Market Fit to Build a Compelling Narrative:

CompanyCam's origin story is deeply rooted in Luke's personal experience working in his family's roofing business. By drawing on his firsthand knowledge of the problem space, Luke crafted a powerful narrative that resonated with customers and investors. Founders should lean into their unique backgrounds and insights to build an authentic and compelling story around their ventures.

Focus on Solving Universal Pain Points to Expand Your Addressable Market:

While CompanyCam serves a specific vertical of trade contractors, Luke has deliberately focused the product on solving problems that cut across different trades rather than specializing in niche workflows. By addressing universal pain points, CompanyCam has broadened its addressable market while maintaining a tight focus. Founders should aim to build horizontal platforms that can scale across adjacent segments.

Assault Your Assumptions to Build Unshakable Conviction:

Luke credits much of his success in fundraising and hiring to his unwavering belief in CompanyCam's mission. To build this conviction, he stress-tested his assumptions and tried to tear down his own idea from every angle. Founders should actively seek out dissenting views and counterarguments to pressure-test their vision and emerge with a rock-solid foundation of confidence.

Position Your Product as a System of Record to Unlock Future Opportunities:

By capturing rich, on-the-ground data through job site photos and documentation, CompanyCam has established itself as a system of record for contractors' work. Luke sees immense potential in leveraging emerging AI and language models to extract new insights and value from this unique dataset. Founders should consider how their products can become the definitive source of data for their industry to enable future innovation.

Recommended Founder

Jack Oslan

CEO and Co-Founder of Diamond Age

Jack Oslan, CEO and Co-Founder of Diamond Age: $58 Million Raised to Build the Future of 3D Printed Homes

Jack Sadler

CEO and Co-Founder of Part3

Jack Sadler, CEO & Co-Founder of Part3: $2.5 Million Raised to Build the Future of Construction Administration

Nick Hegeman

CEO and Co-Founder of Paintjet

Nick Hegeman, CEO & Co-Founder of Paintjet: $17 Million Raised to Build the Future of Commercial Painting with Robotics

Batist Leman

CEO and Co-Founder of Azumuta

Batist Leman, CEO and Co-Founder of Azumuta: $3 Million Raised to Power the Future of Connected Workers

Marco Herbst

CEO of Evercam

Marco Herbst, CEO of Evercam: €12.8 million Raised to Reimagine Construction Cameras

Wyatt Smith

CEO and Founder of UpSmith

Wyatt Smith, CEO and Founder of UpSmith: $3.3 Million Raised to Fill the Skilled Labor Gap

Nyasha Gutsa

CEO of Billy

Nyasha Gutsa, CEO of Billy: $4 Million Raised to Build the Future of Construction Insurance