Pegasus Surfaces
Concrete Coatings
Full system live: site, CRM, and Sarah, its AI follow-up agent.
The Lead System for the Trades
Never lose another job to a missed call.
Kraken is the system that runs your lead pipeline: a public storefront that sends you work, a CRM that catches every lead, and AI follow-up that works each one within minutes. Your brand stays out front. Kraken runs underneath.
14Platform modules underneath
11Trades on the system map
3Founding partners on the roster
3Trades live on the hub today
The System
One system, from first click to booked job
Most trades companies do not have a lead problem. They have a follow-through problem: the form nobody saw, the call that rang out, the quote that never got a second touch. Kraken closes those gaps with one connected system.
CRM + Pipeline
Every lead, customer, and job stage in one workspace that belongs to your company. Nothing lives in a text thread or a sticky note.
See how it works →Lead Capture Everywhere
The hub form, your own site, quizzes and calculators: every path posts straight into your CRM, tagged by where it came from.
See how it works →AI Follow-Up
Your agent calls and texts new leads within minutes, works the nurture sequence, handles rehab follow-up, and books the appointment.
See how it works →Photo Qualification
Homeowner photos and project scope are captured up front, so your crew quotes a qualified job instead of a cold name and a ZIP code.
See how it works →Review Engine
The review ask happens at the win moment, honestly: permission first, in the customer's own words, never written for them.
See how it works →Content Engine
Blog, video, and social from one composer, cross-linked through the hub, so your authority compounds instead of scattering.
See how it works →The Platform Underneath
14 modules, mapped
Under the lead system sits a full business platform: fourteen modules in one workspace per company, configured during setup. This is the whole map, nothing held back.
01Dashboard
02Leads
03Messages
04Appointments
05Calendar
06Smart Forms
07Calls
08Automations
09Media Library
10Invoices · see note
11Activity Log
12AI Campaigns
13Website Widget
14Workspaces
+Social · 14 channels
A note on Invoices, in the open: invoicing is a platform module inside your own CRM workspace, where deposits and job paperwork can live with the customer file. Kraken is the lead system; invoicing is configured as part of your CRM setup, not sold as a separate Kraken product, and never padded into the pitch as one.
The Lead System
Where the work comes from, and where it lands
Lead marketplaces sell you a connection and stop at the handoff. Kraken owns everything after it. This is the path every lead travels, from a homeowner's first click to a booked job on your calendar.
1
The Storefront
Contractor Hub, Kraken's public storefront, lists member companies trade by trade, each wearing its own brand.
2
The Request
One shared introduction form routes the homeowner's request to the right company. No lead sits in a shared inbox.
3
Your CRM
The lead lands in your own CRM workspace, tagged by source. Never in an email inbox, never on a spreadsheet.
4
AI Follow-Up
Your agent calls and texts within minutes, qualifies the job, and books the appointment while the lead is still warm.
5
Photo Qualification
Photos and project scope are captured up front, so the quote starts with the full picture, not a guessing game.
The Founding Roster
Kraken Partners
The first partners on the system. Listed means powered by Kraken is the goal every partner is moving toward: their own CRM, their own lead capture, their own follow-up agent. Pegasus Surfaces is fully live today; L3 Construction and Trident Bath and Shower are onboarding through the same pipeline.
L3 Construction
General Contracting
Founding partner. System onboarding in progress.
Trident Bath and Shower
Bathroom Remodeling
Founding partner. System onboarding in progress.
The Crew
The crew that never clocks out
Your AI crew is trained on one thing only: your company. Your services, your process, your voice, pulled from your Knowledge Vault. They work the gaps your people cannot cover, and hand off to your people the moment you say so.
Intake · Answering
The Answerer
Answers every call in your company's name, day or night. Captures the job details, qualifies the basics, and books the estimate on your calendar.
Follow-Up · Speed to Lead
The Follow-Up
Calls and texts every new lead within minutes, then works the nurture sequence until a human takes over. Sarah runs this job at Pegasus Surfaces today.
Qualification · Photos
The Qualifier
Collects homeowner photos and project scope before anyone drives out, so your crew quotes qualified work with the full picture in hand.
Reputation · Reviews
The Review Ask
Asks for the review at the win moment, right after a job lands well. Permission first, the customer's own words, never written for them.
Guardrails
You Set the Rules
Your agent never invents a price, a review, or a service area. It reads from your vault, follows your hand-off rules, and your people can take over any conversation at any time.
Proof
Running today, not rendered
No mockup tour. The storefront is public, the flagship client is operating inside the system, and the full system overview is open for inspection.
Contractor Hub
Kraken's public storefront and roster, live with three confirmed member companies and one shared introduction form routing requests to the right company.
Pegasus Surfaces
The flagship client inside the system: a live site, its own CRM, and Sarah, its AI agent, capturing and following up leads. Pegasus is a client inside the system, not the brand on it. The lead system brand is Kraken.
Want the full picture? Read the Kraken System overview or open the Mission Control demo.
Trades
Built for the trades
Kraken serves trades companies that live on local demand. The first three trades are live on the hub; the rest are on the system's trade map as companies onboard.
Concrete Coatings
Live on the hubBathroom Remodeling
Live on the hubGeneral Contracting
Live on the hubRoofing
HVAC
Plumbing
Electrical
Landscaping
Painting
Countertops
Window Washing
Ownership
The company keeps what is theirs
Kraken is the engine underneath, credited as operator. The company stays the brand the customer sees.
Own brand
Your logo, your colors, your voice on every surface. Kraken never puts its brand over yours.
Own domain and data
Your pages live on your domain wherever you have one, and your leads live in your own CRM workspace.
Assets go with you
If you ever leave, your assets go with you. Kraken is credited as the operator while it runs the system.
About
Built by operators, run like a bench
Kraken is the shared system of Anton Hocking, Erik Laine, and Taylor Southerton. Taylor brings the trades companies. The bench builds and runs their systems: site, CRM, capture, follow-up, content, all tracked on one client board from intake to growing.
Kraken does not replace the tools you run your jobs with. It replaces the gaps between them: the missed call, the unanswered form, the lead nobody worked.
FAQ
Straight answers
Do we keep our own brand and website?
Yes. Every surface your customers see wears your brand, on your domain. Kraken is the engine underneath and is credited as the operator, nothing more.
What does it cost?
Pricing is set per company, in conversation, after we see the operation. It is never published on a page, and nobody will quote you a number off a website. Book a discovery call and we will talk real numbers.
Are our leads shared with competitors?
Work from your own surfaces is yours alone. Hub co-op demand is matched to member companies by trade and location, and the trades and areas you confirm govern what routes to you.
What do we need to provide to start?
Your facts, your logo, and answers to a short set of training questions. We configure the workspace, the capture, and the agent, then verify a live test lead end to end before anything is called operational.
Put your trade on the system.
See the storefront your customers would land on, then book a discovery call and we will map your company onto Kraken, stage by stage.