After spending over 10 years designing and building software for the field service industry, seeing thousands of jobs dispatched and completed, we noticed a simple truth that software kept ignoring.

Customers just want to know when you'll arrive. Not a 4-hour window, not a vague "morning" appointment—they want to know when you're pulling into the driveway.

And for tradies? You just want to make a good first impression without being glued to your phone while driving. You want to start the job on a high note, not with an apology for being late or hard to reach.

That's why we built Roger. It's not a CRM. It's not a complex dispatch system. It's a simple, reliable way to automate that one critical piece of communication.

"Tradies want a professional first impression. Customers demand punctuality. Roger solves both."