In a market dominated by billion-dollar giants, Zurel is betting that efficiency and risk reduction—not feature bloat—are what construction crews actually need. With just 22 employees and $2.2M in revenue, they're proving that niche focus beats broad ambition in construction tech.

"They're not trying to be the next Procore—they're trying to be the tool that actually gets used on a Tuesday morning."

The tech stack tells a story of pragmatic simplicity: jQuery, Bootstrap, Tailwind. No fancy React frameworks or bleeding-edge stacks. They're optimizing for reliability and browser compatibility on job sites where connectivity is spotty and devices are often rugged tablets. This isn't a playground for engineers—it's a tool for operators.

• Niche focus: Construction operations, not generic project management
• Bootstrapped discipline: 22 people generating $2.2M without VC pressure
• Search-led discovery: Ranking for specific, high-intent queries over generic terms
• Direct traffic strength: 40% direct suggests strong brand recall in small markets