Mabel started with a simple frustration. We kept watching plumbers, electricians, HVAC techs, and cleaners — people who actually fix things and run real businesses — get pitched enterprise software they didn't need, at prices that didn't make sense. Most "AI for small business" content is written by people who've never been on a job site at 7am or fielded an after-hours call from a flooded basement. So the advice is generic, the recommendations are bloated, and the tools rarely fit. We made Mabel to fix that. Answer six questions about how your business actually runs and we'll give you a short, plain-English shortlist of tools that fit. No jargon, no sales calls, no $400/month software that does ten things you don't need. We're a small team. We talk to owners every week. If something on the site doesn't make sense or you want help acting on your audit, we're easy to reach.