SetSale, a Charlotte, North Carolina-based developer of an AI-powered sales platform for the residential HVAC industry, has raised $2 million in seed funding, bringing its total funding to $2.7 million since its founding in 2024. The round was led by York IE, with participation from Palmetto and Finturf.
The company is focused on modernizing HVAC sales, a market still heavily reliant on manual pricebooks, static proposal templates, and fragmented vendor relationships. Its AI-native platform connects contractors, distributors, and homeowners by embedding real-time pricing, inventory, rebates, and financing directly into the proposal workflow.
SetSale’s platform replaces manual processes by automating the full proposal lifecycle, from equipment matching and pricing calculations to rebate qualification and financing options. By integrating live distributor data into contractor systems, the company aims to improve close rates, increase average ticket sizes, and enhance visibility across the supply chain.
The newly raised capital will be used to expand vendor partnerships, deepen ERP integrations supporting its Distributor Connect feature, and advance AI-driven pricing and margin optimization tools. The company also plans to grow its network of contractors and distributors while adding enhanced analytics and compliance capabilities.
As part of the investment, York IE’s Matt Shapiro will join SetSale’s board.
KEY QUOTES
“We believe the next great vertical software companies won’t just digitize workflows-they’ll own the data layer that connects an entire supply chain. Residential HVAC is a massive, fragmented market where quoting, pricing, rebates, and financing still live across spreadsheets and disconnected systems. SetSale is building the AI-native sales network that connects contractors and distributors in real time – embedding live pricing, incentives, and financing directly into the proposal workflow. That two-sided connectivity is what drives measurable ROI for the industry. We’re excited to partner with Assaf, Seth, and the team as they build the sales infrastructure layer for the HVAC industry.”
Matt Shapiro, Director-Investments, York IE
“Existing tools generate contractor proposals, but that is only one part of the equation. The heavy lifting happens before a customer even sees a quote-in the equipment matching, pricing calculations, rebate qualifications, and add-on positioning. SetSale unifies this data to build the optimal proposal and uses AI to handle the execution. By serving as a point-of-sale for contractors and a command center for distributors, we provide value to the entire HVAC ecosystem, helping contractors increase close rates, ticket sizes, and profitability.”
Assaf Weinberg, Co-Founder And CEO, SetSale
“Home energy upgrades don’t scale unless the selling process scales. SetSale is modernizing a critical bottleneck in HVAC; turning quoting into a faster, clearer, more consistent experience for homeowners, and a more effective sales motion for contractors.”
Chris Kemper, Founder And CEO, Palmetto
