Rilla, operated by Rillavoice, was founded in 2020 to bring the analytics revolution of inside sales to the world of outside sales and field service. Inside-sales teams have long used call-recording and conversation-intelligence tools to coach reps, but field reps — the technicians, in-home salespeople, and service pros who sell face to face — were invisible. Their conversations happened on doorsteps, in living rooms, and on job sites, with no recording and no feedback loop. Rilla built a voice AI platform to capture and analyze exactly these in-person interactions.
With Rilla, a field rep records their in-person conversation through a mobile app, and the platform transcribes and analyzes it, acting as a "virtual ridealong." Managers no longer have to physically shadow reps to coach them; instead, they get AI-surfaced insights into what was said, where deals were won or lost, and which behaviors correlate with success. This lets a single manager coach far more reps than was ever possible in person, scaling best practices across a distributed field team.
Rilla focuses heavily on home services — HVAC, plumbing, roofing, and similar trades — where in-home sales conversations drive large ticket sizes and small improvements in technique translate into significant revenue. The product quantifies talk patterns, objection handling, and pitch adherence, giving managers data to drive consistent coaching.
Rilla started with a $3.7 million seed round led by Crew Capital, with backers including Entrepreneurs' Roundtable and the Launch Fund, and has since raised substantially more — reaching roughly $75 million in total funding through a Series B, with investors including GV and HubSpot Ventures. The company reports strong revenue growth as field-service businesses adopt conversation intelligence.
Rilla's thesis is that the trillions of dollars of commerce happening in face-to-face field conversations have been a coaching blind spot, and that voice AI can finally make those interactions measurable, coachable, and improvable at scale.