Premium Service Brands Adds Wise Coatings as 10th Brand

Premium Service Brands has acquired Wise Coatings, a residential and commercial decorative flooring company, marking the 10th platform brand under the home services franchisor. The deal adds epoxy garage flooring to a portfolio that already spans painting, plumbing, garage door repair, cleaning and junk removal. Wise Coatings brings 23 franchisees into a system that now counts more than 1,200 operators.

A Deliberate Fit, Not a Grab for Scale

Premium Service Brands CEO Paul Flick said the acquisition was driven by demand for epoxy garage floors and its overlap with ProLift Garage Doors, another brand in the portfolio. Technicians already inside customers' garages for door service can now flag flooring work, turning one visit into two revenue streams without adding a second sales call.

Nesto Turns Referrals Into Recurring Revenue

The real value for incoming franchisees is Nesto, Premium Service Brands' internal referral platform. Every customer who requests an estimate or completes a job gets cross-marketed to other brands operating in the same territory, so a single lead can generate work for painters, plumbers and flooring installers alike without new advertising spend.

What Changes for Wise Coatings Franchisees

Wise Coatings' 23 existing franchisees move from a single-brand system to one with nine sister brands and centralized lead generation. Founder Whitney White said franchisee profitability drove the six-month negotiation, and the platform's scale should let owners add service lines faster than they could as an independent flooring concept.

The Roll-Up Playbook Keeps Expanding

The acquisition is Premium Service Brands' latest addition to a multi-brand model gaining traction across home services, where platform companies increasingly compete on the breadth of complementary trades they can bundle rather than any single service. For multi-unit operators evaluating platforms, the calculus is shifting from which brand to which network.