About Us

Giving facilities a voice

Equip ID’s mission is to deliver the right information to the right people at the right time. We do this by connecting physical areas and equipment to key data, content, support, and guidance (Equipment Intelligence) which is then communicated directly to staff and field service personnel at the site level. By giving your facilities a “voice” we’re optimizing the inspection, testing, repair, and maintenance processes, and changing how we communicate with the infrastructure of our lives.

Our background

In 1999 with the simple idea of transforming how facilities management professionals and their commercial contractor partners collaborate, Steven Gottfried built the vision of a cloud-based service automation platform where all participants, regardless of size or technical sophistication, could connect, share information and collaborate efficiently – and all benefit from the experience. He called it ServiceChannel.

Today, ServiceChannel is the leading contractor management platform achieving a dominant position in the global facilities management marketplace used worldwide by hundreds of thousands of locations. More than a million work orders per month, representing billions of dollars annually of repair and maintenance spend, are processed across the platform for customers and contractors, comprising the largest data set of its kind anywhere in the world.

In the summer of 2017, Accel, an elite technology VC firm, invested in ServiceChannel, continuing to fuel its growth and enabling Steven to realize a highly successful exit. Upon exit, Steven started Equip ID to solve the challenge of giving facilities a ‘voice’ in the repair, maintenance, and compliance conversation by providing field service personnel, facility managers, and owners with critical guidance at the equipment level.

Meet the team

Steven Gottfried

Steven has over 20 years of experience in facilities maintenance-focused technology and entrepreneurship. In 1989, founded Service Contractor Systems, an ERP solution for service contractors, growing to become one of the leading software companies in its market with over 400 installations currently in operation. Steven launched ServiceChannel in 1999 and led the company through the Internet downturn to emerge as a profitable and industry leading electronic settlement platform for national retailers. Steven holds a B.S. from The George Washington University and has received the Lifetime Achievement Award from the Professional Retail Store Maintenance Association (now Connex).

Steve Keltz

Steve is the former CMO of ServiceChannel, Director of ServiceChannel Ventures, and Chief Marketing Guy at Sendaguy. He joined the founding team of ServiceChannel in 2000 and spent the next 17 years helping grow that platform into a global brand. Steve spent the early part of his career in executive creative positions at prestigious ad agencies, including Ogilvy & Mather, Grey Global, Y&R, and Digitas, working with Fortune 100 brands.


Tom Edwards

Tom has 25+ years of experience, mostly leadership roles, in public accounting, finance and operations in entrepreneurial companies, both public and private. Focusing solely on working with entrepreneurs and growth technology companies, his diverse experience includes 9 years with Ernst & Young’s tax consulting practice and 16 years of CFO / COO roles with numerous venture capital-backed companies. Tom specializes in forecasting, modeling, creating financial visibility and understanding of cash flow, projecting cash runway, and analyzing key metrics and trends. Working mostly with SaaS companies in a CFO capacity, Tom has overseen the funding, growth, and sale of Recruiting Solutions (2005), BestContractors.com (2008), FieldView Solutions (2016), and equity recapitalization of ServiceChannel.com (2015). Tom also worked with First Advantage Corp (NASDAQ) as Senior VP of Operations. Tom received a B.S. from Rochester Institute of Technology.
Chief Strategist – Restaurants

Carolyn Roberts

Carolyn was an Executive at Chipotle Mexican Grill for 11 years overseeing Real Estate, Design, Construction, Facilities, Procurement and Environmental Sustainability. Before joining Chipotle, she managed their Facilities through her call center, Service Plus, which she owned and operated for more than 8 years. Carolyn sold Service Plus to ServiceChannel in 2004 and joined as a vice president. Carolyn currently services on advisory boards for Woodstone and CoInspect. She served three terms on the RFMA (Restaurant Facility Management Association) board of directors and advisory boards.

Advisory Board Member – Retail Stacy Brown

With 25 years in the industry, Stacy Brown has proven, trusted relationships throughout multi-site facilities management. Stacy served as the first woman supplier Vice Chair for Connex (formerly PRSM) in 2018-2019 and remains active in the organization. Her experience is well-rounded and spans all sides of the industry – retail, technology and most recently, on the provider side.

Stacy started her career working in Real Estate and Construction for Barnes & Noble before making her way into Facilities. As a Regional Facilities Manager, she saw a need for industry technology and was subsequently introduced to ServiceChannel. Joining as the 2nd employee, Stacy spent the next 15 years wearing multiple hats while working with hundreds of retailers and contractors. Her most recent position as Vice President of Strategic Planning at Global Facility Management & Construction enabled her to round out that experience by working on the vendor side while at the same time applying her retailer and technology-driven savvy. The first-hand knowledge about the challenges each “side” of the industry faces on a daily basis brings a unique perspective to business that adds tremendous value.

Chief Strategist – Real Estate

Michael Eisenberg

Michael has 30+ years experience in all aspects of facility maintenance including Janitorial, Engineering, Pest Control, and Security. Michael has created and launched successful new innovations and accelerated growth for established national firms
Strategy, Business Development, Operations

Jordan Moskowitz

Jordan joined ServiceChannel as a marketing intern in 2012. Before departing in 2017, Jordan grew to manage Marketing Operations, Demand Generation, Events, and Sales Operations while building a strong facilities management foundation. After a brief stint in FinTech and Influencer Marketing SaaS, Jordan joined as Equip ID’s inaugural team member. He currently holds the Equip ID record with 8 straight Employee of the Month Awards.
Head of Product

Jordan Bergtraum

Prior to joining Equip ID, Jordan consulted for a variety of startups. He was also the VP of Product Management at ServiceChannel, a platform to source, procure, manage, and pay for repair and maintenance services from commercial contractors. Jordan holds an MBA and an MS with honors from Boston University, and a BA from Union College.

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