From hospital to packed convention hall

I’m sitting in a side room at the LevelUp in Dallas right now.

Our booth is about fifty feet from where I’m sitting. I can hear it from here.

The whirr of the cash blowing machine. Our team answering questions and laughing amongst each other.

Six years ago I was sitting in a different chair, in a very different room.

I just sent an email about this because it’s been on my mind…

March 2020. A hospital waiting room. Our newborn son was in the NICU, the world was shutting down, and the agency clients we had were canceling or leaving invoices unpaid.

I was trying to keep a family together and a business alive at the same time, from a pleather chair with bad lumbar support.

From that chair, I sold a guy named Dan access to the support articles and how-to videos we had built for our own HighLevel SaaS. He became our first paying customer in what would eventually become HL Pro Tools.

I had no idea at the time what that one deal was teaching me.

PSST… There is something about our team you probably don’t know. It’s connected to the whole reason we just changed our name. Keep reading.

Today in 3 minutes or less:

✔️ The thing I’m hearing from fifty feet away

✔️ Our team is meeting itself

✔️ What that waiting room was trying to tell me

 👂 The thing I’m hearing from fifty feet away

I keep catching pieces of conversation as people walk past the booth.

A new name. Over and over. Our customers saying it out loud for the first time.

“Helped.com. Yeah. That’s who we use.”

It is a very strange thing to hear a name you spent six years not having, suddenly being said in rooms you aren’t in.

I did not expect it to land this hard.

🫂 Our team is meeting itself

Here’s the part almost nobody outside the company knows.

We are a remote-help company. Our team is spread across time zones all over the world. Many of them have worked together for years without ever being in the same room.

This weekend, a lot of them are meeting each other for the first time.

I finally got to meet our marketing lead from Utah, our designer from Costa Rica, and a bunch of other faces I’ve only seen on Zoom.

I keep thinking about that waiting room chair in 2020. I was alone in it, trying to figure out how to keep everything upright.

The thing I built from that chair now has a team of its own, meeting each other for the first time at a convention in 2026, wearing green shirts with a new name on them.

That jump is the whole business, to me.

🗣️ What that waiting room was trying to tell me

Here’s what I didn’t understand in 2020.

Dan didn’t buy the articles. He bought the next hour of his life being easier.

Every customer since has been asking a version of the same question.

“Can you help me with this?”

“Can you take this off my plate?”

“Can you handle this part?”

Nobody has ever asked me if we have “a good enough library.”

For six years we called ourselves “HL Pro Tools.” A tools company. Our customers kept telling us with their renewals, their questions, and what they actually used…

…that we were something else.

We are a help company that happens to have tools.

So the name finally says it.

Helped.com. HighLevel, handled.

If you want to see what it looks like with the new name on it: Helped.com

✅ What you can do today

If you run a HighLevel agency, one small thing worth doing this week:

• Pull the last 10 conversations you had with clients. Not what you offered them, what they actually asked for. Write it down in their words.

• Look at your own homepage. Does it answer the question they asked, or does it describe what you built?

• If there’s a gap between the two, that gap is where margin leaks. Close it.

The thing people buy is almost never the thing you think you are selling.

I spent six years missing that. The chair was trying to tell me the whole time.

Thanks for being part of a story I could not have planned.

To profiting more and working less 💸
-Matt

To profiting more and working less. 💸 

-Matt

GOLDEN NUGGET OF THE WEEK 👑

Being back at LevelUp this year feels a little different.

With our team finally meeting in person and people discovering Helped.com for the first time, it's wild to think how much has changed in just one year.

So let's take a quick trip back to LevelUp 2025!

From exploring the latest AI and SEO tools to catching up with HighLevel OGs and fellow agency builders, last year's event was full of great conversations and unforgettable moments.

Take a walk through last year's event with us and see just how far we've come! 👇

READY TO JOIN THE HL PRO TOOLS FAM?

Ready to kick your agency into high gear? HL Pro Tools has got your back with two awesome options to join our community and start making moves:

🌟 Get branded support for your HighLevel agency @ hlprotools.com. We give you all the tools you need to kick SaaS, complete with personalized branding that will make you feel like a boss.

🌟 Join our Facebook group and connect with other CEOs who are revolutionizing the game by sharing insider tips and tricks that will make you feel like a true industry leader in no time!

HLPT CREATOR NETWORK 👥

HAVE A TOPIC YOU’D LIKE ME TO COVER?

Sweet! I’m all ears.

Here’s your VIP pass to shape the future editions of Margin Makers 👇

Submit your ideas here.

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