Southern Home Services Leading AI Adoption in the Trades By Harnessing the Power of ServiceTitan to Unlock Automation and Fuel Growth
Rhea-AI Summary
ServiceTitan (Nasdaq: TTAN) announced on January 13, 2026 that Southern Home Services has become the first enterprise-scale customer to adopt its Max Program, embedding ServiceTitan’s full suite of native AI Pro Products across operations.
The Max Program aims to automate workflows from demand generation to dispatch and job execution using tools like Atlas, an AI sidekick that runs reports, dispatches technicians, and guides workflows inside the platform.
Positive
- None.
Negative
- None.
News Market Reaction
On the day this news was published, TTAN declined 4.54%, reflecting a moderate negative market reaction. Argus tracked a trough of -2.6% from its starting point during tracking. Our momentum scanner triggered 10 alerts that day, indicating notable trading interest and price volatility. This price movement removed approximately $453M from the company's valuation, bringing the market cap to $9.53B at that time.
Data tracked by StockTitan Argus on the day of publication.
Market Reality Check
Peers on Argus
Ahead of this news, TTAN was down 2.65% while peers showed mixed, modest moves (e.g., PCOR +0.2%, APPF -1.41%, PAYC +1.26%), pointing to a stock-specific setup rather than a broad sector move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 08 | Product launch - fintech | Positive | -1.5% | Announced AP Automation and expanded fintech tools for contractors. |
| Dec 22 | Customer win | Positive | +1.5% | Azureon chose ServiceTitan as core platform to scale operations. |
| Dec 16 | AI industry report | Positive | +1.9% | Released AI in Skilled Trades report showing rising AI adoption. |
| Dec 12 | Brand/community | Positive | -1.9% | Second annual Day of the Trades and workforce initiatives. |
| Dec 04 | Customer wins | Positive | +2.4% | TIMEPROOFUSA and Master Roofing adopted ServiceTitan for expansion. |
Positive platform and customer expansion news has often been met with mixed reactions, with some product/customer wins aligning with price gains and other upbeat announcements seeing short-term pullbacks.
Over the last several weeks, ServiceTitan has repeatedly highlighted platform expansion and customer momentum. On Dec 4, 2025 (news_id 944319), new roofing customers and nationwide expansion coincided with a 2.4% gain. Subsequent community and AP Automation launches on Dec 12 (news_id 947407) and Jan 8, 2026 (news_id 954601) saw modest declines despite positive narratives. AI-focused thought leadership on Dec 16 (news_id 948489) produced a 1.95% rise, reinforcing interest in AI themes.
Market Pulse Summary
This announcement centers on Southern Home Services becoming the first enterprise-scale customer for ServiceTitan’s Max Program, embedding AI across the full contractor workflow. It builds on earlier launches of Atlas and prior AI reports highlighting demand for integrated AI tools. Investors may watch how broadly Max is adopted beyond the current pilot group and whether additional large consolidators or multi-location operators follow Southern’s lead in implementing end-to-end automation.
AI-generated analysis. Not financial advice.
Southern Becomes the First Enterprise-Scale Customer to Adopt ServiceTitan’s Max Program, Providing End-to-End Automation With the Full Suite of ServiceTitan’s Pro Products
LOS ANGELES, Jan. 13, 2026 (GLOBE NEWSWIRE) -- ServiceTitan (Nasdaq: TTAN), the software platform that powers the trades, today announced that Southern Home Services, a leading residential trade service consolidator, has become the first enterprise-size business to adopt ServiceTitan’s Max Program. This strategic move marks a significant milestone in the trades industry’s digital transformation, as Southern Home Services shifts its operational strategy toward an end-to-end automation model powered by ServiceTitan’s full suite of native AI solutions.
“The customer momentum we’re seeing to adopt transformational outcomes powered by AI is undeniable, and Southern Home Services is leading the charge,” said Vahe Kuzoyan, President and Co-Founder of ServiceTitan. “ServiceTitan is democratizing the technology required for this defining moment in the trades by offering the most advanced AI software in the industry, while ensuring it works frictionlessly across every single workflow.”
While many contractors use disconnected point solutions, Southern Home Services is leading a strategic shift toward native AI orchestration. With the ServiceTitan Max program, Southern Home Services is embedding AI technology purpose-built for the trades across its entire business lifecycle. From demand generation and customer intake to intelligent dispatching and job execution, the Max Program is designed to ensure all of ServiceTitan’s Pro Products are working together in one seamless and automated process.
“For Southern, AI is not about chasing shiny, new trends. It is about building a smarter, more scalable business that supports our teams and raises the bar for our customers,” said Bryan Benak, CEO of Southern Home Services. “AI is a driving pillar of our growth strategy, and embedding it into our operations allows our technicians, CSRs, and business leaders to work more efficiently, make better decisions, and focus on what matters most: delivering a reliable, high-quality experience to every homeowner. ServiceTitan’s Max Program helps reduce manual friction points and gives our team the tools they need to perform at their best, every day.”
Southern Home Services, which operates dozens of brands across the South, Midwest, and Mid-Atlantic, says it has already seen the impact of ServiceTitan’s advanced technology. The company is now scaling that success by adopting ServiceTitan’s full suite of Pro Products, including Atlas, an advanced AI sidekick that acts like the ultimate power user of ServiceTitan. Contractors can interact directly with Atlas in the ServiceTitan platform, typing or speaking in plain English, where they can ask Atlas to run reports, find jobs, dispatch technicians, guide them through workflows and more.
“Our investment in AI is about providing the best experience possible, for both the residential and commercial contractors we serve, and the end customers that they serve,” said Vincent Payen, Senior Vice President and GM of Pro Products at ServiceTitan. “When AI is built natively into our platform, it has the context of our customers’ entire business. It knows the real-time demand in the market, the customer’s history, the technician’s skills, and the specific business practices of a contractor and leverages all of that knowledge to orchestrate AI automation at a quality that cannot be achieved without our platform’s connective tissue. We are proud to support Southern Home Services as they set a new standard for the trades.”
The Max Program is currently being piloted to a select number of ServiceTitan customers. If you're a ServiceTitan customer interested in joining the waitlist for Max, reach out to your CSM.
About ServiceTitan
ServiceTitan is the software platform that powers trades businesses. The company’s cloud-based, end-to-end solution gives contractors the tools they need to run and grow their business, manage their back office, and provide a stellar customer experience. By bringing an integrated SaaS platform to an industry historically underserved by technology, ServiceTitan is equipping tradespeople with the technology they need to keep the world running.
About Southern Home Services
Southern Home Services is a house-of-brands home services platform supporting trusted, locally operated HVAC, plumbing, and electrical companies across the South, Midwest, and Mid-Atlantic regions. Since 2016, Southern has provided the leadership, resources, and operational structure that empower its local brands to deliver dependable service, exceptional care, and trusted expertise to homeowners in their communities, and to be the call customers can count on. For more information, visit www.southernhomeservices.com.
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Securities Act of 1933, as amended, the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. These statements include, but are not limited to, statements regarding customer adoption trends and product capabilities. Forward-looking statements are based on current expectations and assumptions and are subject to risks and uncertainties that could cause actual results to differ materially from those projected. ServiceTitan undertakes no obligation to update any forward-looking statements, except as required by law.
Press Contact
Max Wertheimer
ServiceTitan, Inc.
press@servicetitan.com
© 2026 ServiceTitan. All rights reserved. ServiceTitan, the ServiceTitan logo, and all ServiceTitan product and service names mentioned herein are registered trademarks or unregistered trademarks of ServiceTitan, Inc. in the United States and other countries. Other brand names and marks mentioned herein are for identification purposes only and may be the trademarks of their respective holder(s).
FAQ
What did ServiceTitan (TTAN) announce on January 13, 2026 about Southern Home Services?
How does ServiceTitan's Max Program affect Southern Home Services' operations?
What is Atlas in ServiceTitan's product lineup and how will it be used by Southern Home Services?
Does ServiceTitan (TTAN) offer the Max Program to other customers now?
Why is the Southern Home Services deal significant for ServiceTitan (TTAN) investors?
Which regions does Southern Home Services operate in that will use ServiceTitan's Max Program?
