About Filmore
We built Filmore because we saw dealers leaving money on the table.
Not because they were bad at selling. Because the signals that should have reached their reps never did.
The problem we saw
At Levelset, we spent years helping construction companies get paid. We talked to thousands of contractors, suppliers, and equipment dealers. We saw the same pattern over and over.
Dealers had good reps. They had CRMs. They had data vendors sending them lists. But the reps were still guessing who to call. The lists sat in spreadsheets. The CRM showed what happened last quarter, not what was about to happen next week.
Meanwhile, signals were everywhere. A contractor just filed financing paperwork on a competitor's machine. A permit got pulled for a $40M project two counties over. A customer's parts spend dropped 60% and nobody noticed. Every one of those was a call that should have been made. Most of them never were.
We started Filmore to close that gap.
The team
Martin Roth
Co-founder
Former CRO of Levelset, where he built the sales and marketing organization from early stage through acquisition by Procore for $500M. Before Levelset, he led sales teams at Pluralsight and several early-stage B2B companies. He has spent his career building go-to-market engines for companies selling into construction and building materials.
Josh Nguyen
Co-founder
Led AI Data Products at Procore after joining through the Levelset acquisition. At Levelset, he built the data infrastructure and machine learning systems that powered lien rights compliance and payment prediction. Before that, he shipped ML products at several startups. He knows how to turn messy construction data into products people actually use.
Why now
The data has existed for years. UCC filings are public. Permits are public. Project starts get reported. But it was scattered across dozens of sources, formatted inconsistently, and updated on different schedules. Turning it into something a rep could act on required too much manual work.
That changed. The cost of processing unstructured data dropped. LLMs made it possible to parse permits and filings that used to require humans. APIs made it possible to deliver signals directly into the tools reps already use, no dashboard required.
We can finally build the system we wanted to exist when we were selling into this market ourselves.
What we believe
Reps do not need another dashboard.
They need the right accounts in front of them, in the tools they already use. Adoption fails when you ask people to change their workflow. It succeeds when the workflow stays the same but gets better.
Data without action is noise.
Knowing that 15,000 contractors exist in a territory is not useful. Knowing which five to call today, why, and what to say is useful. We focus on the action, not the analysis.
Dealer data is the moat.
Public data gets you started. But the real advantage comes when a dealer connects their telematics, service history, and customer records. That is intelligence nobody else can offer.
Want to talk?
We are always happy to hear from dealers, rental companies, and anyone else in the equipment world.