SetSale Joins Primordial
Assaf Weinberg, Cofounder and CEO/CTO
We’re excited to announce our investment in SetSale, an AI-powered sales enablement platform transforming how the HVAC industry connects manufacturers, distributors, contractors, and homeowners. Learn more at SetSale.ai.
Founded by Assaf Weinberg and Seth Ure, SetSale streamlines one of the most fragmented and manual sectors in home services. The company’s dual products—SetSale Pro for contractors and SetSale Connect for distributors—automate pricing, proposal generation, and real-time visibility across the supply chain. Contractors save hours of administrative work while distributors gain new insights into product positioning, pricing, and performance.
Seth Ure, Cofounder and CRO
Assaf brings deep product and engineering expertise, while Seth leverages over 15 years of HVAC leadership from Daikin and Goodleap. Together, they’ve built a platform that both contractors and distributors describe as transformative—offering automation and intelligence not seen before in this space. We first met Assaf in July, and quickly realized that SetSale’s go-to-market strategy set them apart in the industry. Instead of targeting individual contractors, they sell directly to distributors, enabling rapid downstream adoption across hundreds of contractors per relationship. With early distributor pilots already showing strong adoption and momentum, the company is positioned to become the central platform for HVAC sales enablement, and we are glad to support them as they grow.
From Assaf Weinberg, Co-Founder & CEO:
“Choosing your first investors is one of the most critical decisions a founder can make. We were looking for a partner with early conviction in our vision, not just our metrics. Primordial truly lives by their ethos that ‘Community Compounds Capital’. Their team proved it from our first conversation; they were uniquely engaged and supportive, showing immediate conviction in our mission and building the foundation for a true partnership. We’re thrilled to have them in our corner as we build SetSale.”
At Primordial, we’re excited to support Assaf, Seth, and the SetSale team as they continue scaling their enterprise model and shaping the digital future of HVAC sales.
Onward!
Jenn, Joe & Sonali
