About TruePro
Verified. Trusted. Proven.
South Africa's platform for service professionals — real identity and insurance verification, protected payments, and the field service and business tools trade businesses need to run their entire operation, end to end.
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. On the trader's side, the problem runs deeper: reputable pros have no way to prove their trustworthiness, and once they land a job they're stuck coordinating it over WhatsApp, invoicing off ad-hoc documents, and chasing payment by phone call — for marketplace leads and their own long-standing customers alike. South Africa has never had a platform that solves either half of this properly, let alone both.
TruePro was built to change that, across three fronts.
Trust infrastructure
Every pro's identity and insurance verified, payments held safely, and reviews tied to real, completed jobs.
Field service dispatch
Job scheduling, team dispatch, technician mobile workflows, and photo evidence collected on every job.
Whole-business platform
Quoting, invoicing, and customer management for every job a trader takes on — not just the ones that come through TruePro's marketplace.
Three problems. One platform.
South Africa has never had a platform that combines trust infrastructure, field service dispatch, and a whole-business operating system in one place — for tradespeople and the customers who hire them.
Trust infrastructure
Identity and insurance verification, transaction-linked reviews, escrow-protected payments, and structured case resolution — the accountability layer South Africa's trades market has never had.
Field service dispatch
Job scheduling, team dispatch, technician mobile workflows, and photo evidence collection — every job managed from first contact to completion, with a full audit trail instead of a WhatsApp thread.
Whole-business platform
Quoting, invoicing, and customer relationship management for every job a trader takes on — not just the ones that come through TruePro's marketplace. One system for a trader's entire business.
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
CEO & FounderTruePro 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
General ManagerHoney joined as a marketing consultant but her unique blend of skills and genuine commitment to the product earned her a broader role as General Manager. 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 OfficerIsabella 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 OfficerHenry 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 OfficerGeorge 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.
Jacob
Chief Human Resources OfficerJacob 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.
Our Mission
To build South Africa's trust infrastructure, field service dispatch, and whole-business operating system for the trades market — in one integrated platform. A place where homeowners, body corporates, and businesses can find and hire verified tradespeople with confidence; where tradespeople build a verified reputation and manage every job, from any source, without duct-taping together WhatsApp, spreadsheets, and phone calls; and where trade businesses can run their entire operation — scheduling, dispatch, quoting, invoicing, and payments — all in one place, free of charge.
Yelvi Ltd trading as TruePro · Company No. 17249489 · the United Kingdom