The short answer
GoHighLevel vs ServiceTitan comes down to what you need to run. ServiceTitan is the better fit for established HVAC, plumbing and electrical contractors with many technicians who need dispatch, pricebook, payroll and call-center tools in one system. HighLevel is the better fit for smaller contractors and marketing agencies that want published pricing, funnels, campaigns and Voice AI without per-technician pricing. ServiceTitan's Starter plan is Quote on request; HighLevel starts at $97 a month with usage billed on top.
ServiceTitan is software for commercial and residential trades, covering dispatch, scheduling, call booking, invoicing, pricebook, mobile estimates, payroll and reporting. It serves HVAC, plumbing, electrical, roofing, pest control, garage door and other trades, and its site speaks to companies from small operations up to enterprise and franchise groups. Beyond three core tiers it sells Pro products such as Marketing Pro, Contact Center Pro and an AI Virtual Agent. Pricing is per technician and only available by quote, which points to established contractors with office staff.
Independent comparison. We are a HighLevel affiliate, not HighLevel or ServiceTitan, and we do not speak for either company. Prices come from each vendor's own website, checked 2026-09-29.
At a glance
| Feature | HighLevel | ServiceTitan |
|---|---|---|
| Starting price | $97/mo (Starter) | Quote on request (Starter) |
| Pricing model | Flat plan plus usage for texts, calls, email and AI | ServiceTitan does not publish prices; it quotes per technician after a pricing request or demo, and Pro products such as Marketing Pro, Contact Center Pro and AI Virtual Agent are quoted on top. |
| CRM and pipelines | Yes | Yes |
| Funnels | Yes | Not listed |
| Websites | Yes | Not listed |
| Email marketing | Yes | Add-on |
| Two-way texting | Yes | Yes |
| Calling | Yes | Add-on |
| AI voice agent | Yes, billed by use | Add-on |
| Review requests | Yes | Add-on |
| Courses and memberships | Yes | Not listed |
| White label for agencies | Yes, from Unlimited | Not listed |
ServiceTitan pricing
| Plan | Price | Notes |
|---|---|---|
| Starter | Quote on request | Per-technician pricing; dispatching, scheduling, call booking, invoicing, pricebook |
| Essentials | Quote on request | Adds mobile estimates and payroll management |
| The Works | Quote on request | Full suite, including advanced reporting, commission tracking and customizable memberships |
Where ServiceTitan is stronger
ServiceTitan advantages
- Deep trade workflows: pricebook, dispatch, payroll, commission tracking and customizable memberships.
- Contact Center Pro links every call to a job and adds AI call summaries, sentiment analysis and a Second Chance Leads flag for unbooked calls.
- Marketing Pro combines email, automated direct mail, review generation with consistent listings on 60+ sites, and Google Ads ROI visibility.
- The AI Virtual Agent books jobs straight onto the dispatch board using real technician availability, and texts customers on ServiceTitan tracking numbers.
Where ServiceTitan falls short
- No prices are published, so cost comparison needs a sales conversation; HighLevel lists every plan and usage rate.
- Marketing, phones and the AI agent are Pro products bought on top of the core tier.
- It is built around technicians and jobs, with no funnel builder, courses or reselling model for agencies.
- The pricing page routes buyers to Request Pricing and demos rather than a self-serve trial, while HighLevel offers a 14-day free trial.
Where HighLevel is stronger
HighLevel puts CRM, funnels, websites, two-way texting, calling, review requests, courses and an AI phone agent in one login, and agencies can put their own brand on it from the Unlimited plan. The trade-off is a steeper learning curve and usage charges on top of the plan, which our cost calculator adds up. For the full picture read our GoHighLevel review.
Who should pick which
| Choose ServiceTitan | Established HVAC, plumbing and electrical contractors with many technicians who need dispatch, pricebook, payroll and call-center tools in one system. |
|---|---|
| Choose HighLevel | Smaller contractors and marketing agencies that want published pricing, funnels, campaigns and Voice AI without per-technician pricing. |
Switching
Few companies swap ServiceTitan for HighLevel outright, since HighLevel does not list dispatch, pricebook or payroll tools. The usual pattern is keeping ServiceTitan as the job system and adding HighLevel for landing pages, lead nurturing and reactivation campaigns. If you move marketing contacts, export them to CSV and use HighLevel's contact import, which merges records by phone or email. Read your ServiceTitan agreement before cancelling any Pro products.
Verdict
ServiceTitan is a heavy-duty operating system for trades businesses with many technicians: dispatch, pricebook, payroll, memberships and a contact center, plus Pro products for marketing and AI call handling. You cannot see a price without a request, and it is quoted per technician. HighLevel is a different kind of tool, a marketing CRM from $97/mo with funnels, email and SMS, reviews and Voice AI, and it has no dispatch board. A 30-truck HVAC company should evaluate ServiceTitan for operations. A smaller shop, or an agency that markets for contractors, will get more from HighLevel with far less commitment.
Try HighLevelQuestions
How much does ServiceTitan cost compared with GoHighLevel?
Does ServiceTitan have an AI voice agent?
Can GoHighLevel do what ServiceTitan does?
Is ServiceTitan worth it for a small contractor?
Sources
- ServiceTitan pricing
- ServiceTitan homepage
- ServiceTitan features
- ServiceTitan Marketing Pro
- ServiceTitan Contact Center Pro
- ServiceTitan AI Virtual Agent
- ServiceTitan Phones Pro
- HighLevel pricing
- HighLevel AI product pricing (help center)
- HighLevel: importing contacts and opportunities via CSV
- HighLevel pricing page