Steelie wasn't designed in a boardroom. It was built in the truck, between jobs, by people who actually push dents for a living.
Our Story
Every PDR tech knows the drill. Finish a job, scribble notes on a clipboard, snap photos on your phone, text the dealership a price, then spend the evening wrestling with spreadsheets trying to figure out what you're owed.
Julian lived that reality for years. Walking lots, pushing dents, and losing hours every week to paperwork that had nothing to do with actual repairs. The tools that existed were either built for body shops or so clunky that going back to pen and paper felt like an upgrade.
When Julian connected with Alex, the idea clicked. A real technician who understood every step of the workflow, paired with an engineer who could actually build it. No outside investors dictating what PDR techs "probably" need. No feature bloat designed to look good in a demo.
Steelie is the result: one system that handles everything from lot walks to signed invoices, built specifically for the way PDR businesses actually run.
The Team
One pushes dents. The other pushes code.
Co-Founder · PDR Operations
Julian grew up in the PDR trade. Trained by his father, a 30-year veteran of the industry, he's been repairing dents professionally for over 6 years. He's walked thousands of dealership lots, pushed countless dents, and dealt with every operational headache the business can throw at you. Julian brings the firsthand technician perspective that makes Steelie feel like it was designed by someone who actually does the work, because it was.
Co-Founder · Engineering
Alex is a software engineer with 5 years of experience building tools in the space. He understands that the best software disappears into the workflow. It doesn't create a new one. Alex translates Julian's deep industry knowledge into clean, fast, reliable software that works just as well on a phone in a parking lot as it does on a desktop in the office. He built Steelie to be the system he'd want to use if he were the one walking the lot.
Why Steelie
Not adapted from a generic business template. Every feature exists because a tech needed it.
If it takes more taps than a clipboard, we haven't done our job. Speed is everything.
Works on every device. Walk a lot on your phone, invoice at your desk. Same system.
Manage techs, track commissions, assign work orders. One dashboard for the whole crew.
Join the technicians who've already made the switch.