Our Story

I'm Cade Coleman, and I built BOOROCK right here in metro Atlanta.

For more than twenty years, I worked in finance at companies like Morgan Stanley and E*Trade. Strip away the spreadsheets and it came down to one thing: making sure people were looked after, and using real data to get it right. So, building a company around being customer focused is not a new idea for me, it's what I have always done. I stepped away from that world in 2023, and in early 2026 I set out to build something of my own.

The idea came from a problem I kept running into. When you need work done on your home, the hard part is not the work, it is finding someone you can trust. We ask the internet, we dig through questionable reviews, and we still end up handing our home and our money to a stranger and hoping for the best. A neighbor's recommendation is worth more than a hundred reviews, because it comes with trust built in. I wanted to build something that works that same way, and that looks after the people doing the work too.

On the other platforms, anyone who pays gets to show up at your door. That is the problem. On BOOROCK, every pro has to earn their place before they ever reach you, and we welcome new homeowners in waves as we grow. It keeps the bar high for everyone. The pros are people I would hire for my own home, and the homeowners get a list I actually stand behind. Smaller and better beats bigger. Because the bigger they get, the more forgettable you become.

As for the name: BOOROCK is a stuffed giraffe my daughter has loved since she was little. More than twenty years later, she still has him. Naming this company after him felt right. He reminds me of family, and he grounds me as I build something for them.

Cade Coleman, Founder