Practical Founders Podcast · 2026-06-26 · 56 min
Paul Hoeper founded InvoiceASAP after spotting a simple but painful problem in 2009: home service businesses couldn't easily create invoices or collect payments from the field using mobile devices. He started in New Orleans, launched during the earliest days of mobile apps, and built one of the first mobile invoicing products integrated with both Square and Clover. He also suffered through several payment platform providers who never lived up to their sales pitches. Today, InvoiceASAP serves about 23,000 paying home service businesses and roughly 400,000 total users across HVAC, plumbing, roofing, landscaping, and other field service trades. The company generates just under $5M in annual revenue with only 12 employees, growing 20 - 40% annually through a mix of SaaS and embedded fintech revenue. Paul shares why he shifted from a pure SaaS subscription model to embedded payments, increasing average revenue per customer from roughly $9/month to $80 - $94/month. He also explains why he avoided VC funding despite operating in fintech, choosing debt financing instead to preserve control, protect optionality, and keep building on his own terms.
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