Hammr GTM brain

Hammr sells construction-specific payroll, HR and field operations software to contractors.

category

Construction payroll and workforce management

market profile

  • text: Construction payroll must accommodate multiple pay rates, union rules, prevailing wages and certified payroll reporting.
  • text: Specialty contractors compare construction-specific products against general payroll providers and established construction systems.

personas

  • title: Construction company owner
    pains:
    • Payroll administration eats into time available to run jobs
    • Disconnected field and office tools reduce visibility into labor
  • title: Controller or payroll manager
    pains:
    • Calculating multiple rates and prevailing wage on different projects
    • Preparing certified payroll and moving field time into payroll
  • title: Field superintendent
    pains:
    • Collecting accurate crew hours from job sites
    • Scheduling and communicating with crews across projects

icp

  • text: Small and midsize specialty contractors and subcontractors with field employees and recurring payroll.
  • text: Contractors working on public, infrastructure or union jobs where prevailing wage and certified payroll add complexity.

message pillars

  • text: Unify construction payroll and operations in one platform.
  • text: Handle project-specific pay complexity.
  • text: Support adoption from field to office.

objections

  • objection: Switching payroll is risky and time-consuming.
    response: Review migration, onboarding support and a parallel payroll plan before moving production payroll.
  • objection: Field crews will not use another app.
    response: Test mobile time entry with a small crew and supervisors before expanding.
  • objection: We already use accounting software.
    response: Verify the required accounting integration and job-costing data flow with the customer's actual setup.

competitors

  • name: Miter
    why: Construction payroll and workforce management rival.
  • name: ADP
    why: General payroll provider contractors may replace.
  • name: Paychex
    why: General payroll and HR provider competing for contractor accounts.
  • name: Payroll4Construction
    why: Construction-specific payroll alternative.

influencers

  • name: Brek Goin
    url: https://www.hammr.com/blog/best-construction-payroll-software-2026
    why: Co-founder and CEO writes about construction payroll.
  • name: Sanket Firodiya
    url: https://www.linkedin.com/in/sanketfirodiya
    why: Co-founder posts product and integration updates.

keywords

  • construction payroll software
  • prevailing wage payroll
  • certified payroll software
  • union construction payroll
  • contractor time tracking
  • construction HR software

voice

  • contractor-specific
  • straightforward
  • service-oriented

signals

  • text: Contractor wins a public works project requiring certified payroll or prevailing wage reporting.
  • text: Growing field crews use separate timesheets and a general-purpose payroll system.

stack

  • QuickBooks
  • Sage
  • Xero
  • Acumatica

hiring

  • Account Executive

pricing

model: unknown

motion

sales_led

channels

  • SEO
  • podcast
  • LinkedIn
  • integration marketplace
  • demos

confidence

high

Founders

  • name: Brek Goin
    title: Founder
    role: Founder
    bio: Co-founder and CEO at Hammr. What I enjoy most is building relationships with customers, growing our channels, and working on product design. When I was 6, I told my dad I wanted be a builder. Now I get the opportunity to build things for an industry that raised me.
  • name: Sanket Firodiya
    title: Founder
    role: Founder
    bio: Co-founder and CTO at Hammr - Construction Payroll, HR and Ops built for specialty contractors. Previously founding engineer at Superhuman. I enjoy building software, product design, and working closely with customers.

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