The challenge: the company needed a clear plan for where to grow across its HR, time tracking and payroll products. What we did: focus on the SMB and mid-market specialty trades (electrical, HVAC and plumbing); lead with time tracking, then bundle payroll, as the market moves to all-in-one; build AI into the product: timecard anomaly detection, an HR assistant and a scheduling assistant; put integrations with the construction accounting and ERP tools customers already use first; ship one mobile-first app combining HR and time tracking. The outcome: strategy delivered in October 2025; by the May 2026 board update four recommendations were adopted and the AI features were on the active roadmap, with the unified mobile app scheduled for June 2026, ahead of the original plan.