Pablo Novelo

Pablo is CTO & CIO. While Matt runs the customer calendar, Brook holds operations and cleaning, Ben holds construction, Josh holds the visual brand, and Danny holds the voice, Pablo decides which technology stack Betterside runs on and manages the outside vendors who build it. He's the one who answers "what are we using and who's building it" — not the one writing the code.

What that looks like in practice: when there's a call to make about which tool the company adopts, which platform the team trusts, or which build partner to bring on, that call goes to Pablo. Frontend Horizon and the other outside builders who ship the day-to-day work all answer to him.

His scope is the technology layer end-to-end — what Betterside runs on and who's responsible for keeping it running. He doesn't show up on a truck and he doesn't write tickets in the admin portal himself; he owns the decisions behind both.

If you ever wonder why the experience of working with Betterside feels different from a traditional lawn or cleaning service — the texts that actually arrive, the photos after every visit, the single-invoice billing across multiple addresses — that's the stack Pablo picked and the vendors he holds accountable.