Built by people who ran the ads. And saw everything that was broken behind them.

DryScale was started by Jaxen Delorme (22) and Nicholas Vasiliu (21), who met as the operators of two separate marketing agencies and decided to combine forces rather than keep grinding in parallel. Both had been running ads long enough to watch the same pattern destroy contractor after contractor — slow follow-up, dead leads, broken tracking, no idea which dollar was actually working — and to watch generalist agencies recycle the same playbook across five competitors in one city and call it a strategy. When they looked across home services, every adjacent vertical — roofing, HVAC, remodels — already had established agencies doing real work. Waterproofing didn't. The contractors in that space were stuck with generalists running playbooks pulled from every other trade. So waterproofing is what Jaxen and Nicholas picked: get obsessively good at one industry — every operational lever, every market quirk — before chasing anything else. Their first waterproofing engagement made the rest of the thesis obvious. They generated the leads. The leads didn't convert. There was no system behind the form. That's when DryScale stopped being an ad agency in their heads and started being what it is now: a full growth firm with the infrastructure built in. Jaxen manages and oversees the systems, the sales, and the AI infrastructure behind it. Nicholas manages and runs client success, fulfillment, and the processes that get contractors the results to scale. One contractor per territory. The rule was always mastery before expansion — get obsessively good at one thing before adding the next. Waterproofing, crawl space, and foundation repair came first. Concrete is the first earned expansion: the same below-grade-and-slab customer, the same operating system, added only once the model was proven — not because the focus slipped, but because it worked.