The Tuesday following Memorial Day is typically known as “Crazy Tuesday” within the moving industry—tens of thousands of moving crews across the U.S. are in a full sprint, relocating families and businesses in what is one of the busiest moving days of the year. The chaos is palpable. Crews hustle from job to job, office staff juggle nonstop phone calls, and customers anxiously try and track their belongings. But what most people don’t see is the outdated, fragmented systems behind the scenes—and how one founder is out to fix it.
Wonjun Jeong, a former Pinterest engineer turned startup founder, who, following his 21st move, decided the industry needed to change. And unlike what you might expect a traditional software engineer to do when building a new product, he decided to go beyond spreadsheets and user interviews to truly understand the moving industry. He spent weeks embedded in person with local moving companies, riding along with crews, shadowing dispatchers, and observing back-office operations firsthand. His goal? Understand the real pain points of the $92 billion moving industry—and solve them with modern technology.
That deep dive led to the creation of Supermove, an AI-powered, all-in-one platform purpose-built for moving companies. Since its launch, Supermove has powered nearly one million moves across the country—from small mom-and-pop shops to national operators—and is backed by venture giant Andreessen Horowitz.
Crews Are the Product
“One of the clearest takeaways from spending time on the ground with moving companies was just how critical it is to run a tight crew and disciplined operation,” said Jeong. “The crew is not just part of the business—they are the product.”
He observed that companies with high standards—uniforms, punctuality, skill development, structured processes—consistently outperformed others. “These crews don’t just execute better moves; they create the kind of reliable, professional experience that earns long-term trust and repeat business,” he said. “They’re also the most adaptable, quick to embrace new tools, and the first to turn best practices into repeatable systems that scale.”
But building and retaining strong crews isn’t easy.
“Movers are typically paid $25–30 an hour, but finding reliable, professional workers is incredibly difficult. And even when companies do manage to hire them, retaining that talent becomes the next big hurdle,” Jeong said. “Much of this comes down to how workers are treated and compensated for doing such a ‘hard job’—delayed payments, lack of recognition, and frustrating paperwork requirements all contribute to high turnover.”
To solve this, Jeong and his team built the Supermove Crew App. “They can complete job documentation on-the-go, accept payments instantly, including much higher tips—right at the job site (similar to restaurant tipping), and avoid tedious end-of-day paperwork,” Jeong said. “Most importantly, crews get paid faster, and they have clear opportunities to earn more through tips when they deliver exceptional service.”
He added, “At Supermove, we often say ‘happy crews = happy customers.’ When I spoke to crew members, their frustration was never about the hard work—it was about the hurdles between them and a decent paycheck. Supermove clears those hurdles and helps movers feel valued for their work.”
Breaking the Price War Cycle
“One of the most pressing challenges I discovered while meeting with moving companies is the constant financial pressure they face,” Jeong said. “In a hyper-competitive market, companies often feel forced into price wars just to win business. But cutting prices to stay competitive puts them in a perpetual state of cash flow stress—barely covering the costs of labor and office staff, with little left over for growth.”
Supermove was built to break this cycle. “We help moving companies operate more profitably by dramatically reducing overhead and enabling leaner, smarter operations,” Jeong explained. “Our platform automates time-consuming back-office tasks, and our AI voice agent captures inbound calls and books leads, saving office teams hours every day.”
He continued, “The AI sales copilot tracks, records, and follows up on every customer conversation, helping automate CRM updates and customer follow-up so reps can move on to the next customer conversation.”
According to Jeong, “The companies that survive aren’t the ones offering the cheapest price—they’re the ones who run lean, smart operations and know how to sell value. Supermove makes that possible.”
Importantly, the platform allows movers to differentiate on service instead of price. With digital-first tools like automated updates, GPS truck tracking, and 24/7 support, customers get a seamless modern experience. And for the business, Supermove enables higher revenue per move by streamlining upsells for valuation coverage, packing, storage, and even decluttering services.
“If your customer experience feels stuck in the past, you’re forcing customers to choose based on price,” Jeong said. “Supermove helps companies elevate that experience so they can confidently charge what their service is worth.”
A Tech Revolution for a Forgotten Industry
“Moving companies remain underserved by modern technology,” Jeong said. “There is a common misconception that movers are resistant to software and digital tools, but the reality is that they simply do not have enough of them.”
He described a landscape dominated by legacy software, homemade systems, spreadsheets, and whiteboards. “As a result, these companies miss out on efficiencies and customer experience improvements that are standard in other industries.”
That’s where Supermove is changing the game. “While industries like restaurants and travel have rapidly innovated to improve profitability and customer satisfaction, moving companies have been left behind,” Jeong said. “Supermove is the only platform designed for movers that fully leverages automation and artificial intelligence, and we’ve just begun.”
He concluded: “Every other industry is moving forward with automation and AI, but moving businesses have been stuck with outdated tools for too long. Supermove exists to close that gap and bring this industry into the future.”
Lessons from the Front Lines
Throughout his time embedded with moving companies, Jeong noticed a defining trait among the most successful operators.
“The best companies treat every day like a new battle to be won rather than treating every day the same,” he said. “Every day is a day to improve and learn rather than rinse and repeat.”
While some companies would lose jobs because they were underbid or overbooked, the best ones took control of that narrative. “They would lose deals because they chose to—not because they were forced to,” Jeong observed. “They had secret sales techniques constantly in progress and being experimented with.”
By giving these companies the tech tools to continuously iterate, optimize, and scale, Supermove is not just helping movers manage the chaos of Crazy Tuesday—it’s helping them build sustainable, future-ready businesses.
As Jeong put it, “Moving isn’t going away. People will always need help relocating. But the companies that win in the next decade will be the ones who operate like tech-enabled service providers—not just trucks and muscle.”
