About TruePro

TruePro connects South African homeowners, businesses, and body corporates with verified tradespeople — plumbers, electricians, solar installers, painters, and more. Every pro on the platform is identity-verified. Pros who also carry verified insurance earn our Fully Verified badge — visible on every profile so you know exactly what level of cover your pro has before you hire. Payments are held securely and released once the job meets the agreed standard — protecting homeowners from rogue contractors and ensuring trades get paid on time for legitimate work. Every review is tied to a real, completed job. And because verification follows the person a bad track record cannot be hidden by changing business names.

For tradespeople and trade businesses, TruePro replaces the chaos of WhatsApp groups, manual invoicing, and chasing customers for payment. Jobs are managed from first contact to final sign-off in one place — scheduling, VAT-compliant quoting, compliance certificates, purchase orders, materials tracking, route planning, a built-in CRM, and lone worker safety monitoring. When a job is completed to the quoted standard payment lands automatically. No invoices to chase. And for customers: no awkward follow-up messages asking if payment has been made.

Why TruePro Exists

Finding a reliable tradesperson in South Africa has always meant relying on word-of-mouth, Facebook groups, or Google listings — with no real way to check who you're letting into your home or how much to trust their quote. Too many have been burned by unverified contractors who disappear with a deposit, do substandard work, or are uninsured when something goes wrong.

On the other side of the relationship, reputable artisans and trade businesses struggle to prove their trustworthiness and stand out from rogue traders, to get paid reliably once work is done, and to manage their teams, quotes, invoices, diaries, and job records without juggling an array of tools that never quite worked together.

TruePro was built to change that.

Homeowners post a job for free, receive competitive quotes from verified pros, and pay through the platform — funds are held securely and only released once the job is done to their satisfaction or following managed issue resolution (which TruePro provides free of charge). Every review on TruePro comes from a real, completed job. No anonymous posts. No fake five-stars.

Tradespeople and trade businesses get a steady stream of verified leads in their area, a professional quote builder, and a trust profile that is built from their real track record — not an algorithm they can game. Verified identity, valid insurance, and a history of completed work are what earn standing on TruePro.
They also get world-class back-end tools to manage their business, which they can use for their existing customers as well as customers that connect with them via the TruePro front-end.

The result is a marketplace where trust is enforced by systems, not promised by advertising, and tradespeople have the tools they need to excel.

Built by a small, committed team

TruePro was built deliberately and independently — by people who care about getting it right more than getting it done fast.

Albert — Founder

TruePro was built independently and deliberately — part-time, around family life, by a Lead Ruby on Rails developer who has spent years building and maintaining similar platforms across multiple industries. The South African trades market is one he knows well as he has close family who are artisans and own trade businesses — and one he believes deserves a platform built with the same rigour applied to other sectors.

Honey — Chief Experience Officer

Honey joined as a marketing consultant but her unique blend of skills and genuine commitment to the product earned her a broader role as CXO. She brings artistic flair, a sharp instinct for what users actually need, and a grounding perspective that keeps the team honest. She is also a devoted mother and home-maker, and we are grateful for the time she carves out for TruePro around those priorities.

Isabella — Chief Marketing Officer

Isabella leads TruePro's marketing and branding, bringing creative direction and a sharp eye for detail to everything she does. An avid reader and passionate advocate for drama and the literary arts, when she is not steering design decisions she is writing a new play or deep in her latest book.

Henry — Chief Technology Officer

Henry contributes deep technical expertise to TruePro's platform, helping shape the architecture and the development of key features. When he is not honing his programming skills he is immersing himself in the sciences, obscure knowledge, and inspirational fiction. We value the contributions he makes given his demanding schedule.

George — Chief Product Officer

George brings charisma, enthusiasm, and extensive product experience — online and offline — to his role as CPO. He is the voice of the user in every product conversation and the one asking the awkward "but why would anyone do that?" questions that make the platform better. When he is not shaping TruePro's direction, he can be found perfecting his skills as Master Lego Builder or with his head in a book.

J

Jacob — Chief Human Resources Officer

Jacob is growing into his position as CHRO at TruePro. As the newest member of the senior team, we look forward to seeing what he contributes as the platform and the business grow.