When a homeowner needs guidance on a renovation project, the traditional path involves calling a general contractor or searching online reviews and hoping for the best. But a growing number of people are discovering a different approach through Matriarchy Build, an online platform that connects homeowners with women and nonbinary trades professionals for virtual consultations. Launched in spring 2022 by founders Gabriella Ainslie and Lacey Soslow, the service addresses a gap in the home improvement industry: the lack of accessible, trusted expertise for people who do not see themselves represented in the typical contractor relationship.
The concept is simple but powerful. Instead of inviting an unknown contractor into your home for an estimate, you book a video call with a vetted pro who offers unbiased guidance. Whether you need help replacing rotted siding, planning a bathroom remodel, or deciding whether to tackle a project yourself, the pros on Matriarchy Build provide step-by-step advice without the pressure of a sales pitch. As Julia Turshen, a cookbook author who used the service to repair siding on her home, described it: “I went in overwhelmed and I left feeling empowered.” Within 24 hours of her consultation call, the siding was fixed.
This article explores how Matriarchy Build works, why the platform matters for homeowners and the trades industry, and how you can use it to gain confidence in your own home projects. For more tips on vetting professionals, see our guide on finding the right contractor for your project.
How Matriarchy Build Works: Connecting Homeowners with Trades Pros
Matriarchy Build operates as a curated directory and booking platform. Homeowners browse a roster of 32 pros (and growing), each specializing in different trades, from carpentry and electrical work to tile setting and general contracting. The website allows filtering by trade or project type, making it easy to find someone whose expertise matches your specific need.
The Booking Process
Once you select a pro, the booking process follows a straightforward flow:
- You select a consultation length, typically 25-minute or 50-minute sessions.
- Before the call, both parties complete presession questionnaires. You describe your project, share your experience level with tools, and upload photos of the work area.
- The pro reviews your materials in advance so the session starts with context, not explanations.
- During the call, you receive tailored guidance, tool recommendations, and a clear plan for next steps.
- After the session, the pro can follow up with additional notes or suggest a follow-up call if the project requires more depth.
Who the Pros Are
The platform features experienced tradeswomen and nonbinary professionals from across the United States. The roster includes:
- General Contractors like Beth Pointer of Baltimore, who helps homeowners navigate everything from bathroom remodels to siding repairs.
- Specialty Trades including electricians, plumbers, tile setters, and carpenters such as Char Miller-King and Schannon Y.
- Design and Remodeling Experts who advise on kitchen and bath renovations, space planning, and material selection.
Each pro is vetted not only for technical skill but also for their commitment to the platform’s inclusive mission.
Why Virtual Consultations Are Transforming Home Improvement
The virtual consultation model offers several advantages over traditional in-person estimates. For homeowners, the low-pressure format removes the anxiety of having a stranger in your home while you are unsure about the scope of work or the fairness of a quote.
Key Benefits for Homeowners
| Benefit | How It Helps |
|---|---|
| No Sales Pressure | Pros are paid for their time, not for winning your business. Advice is unbiased and project-focused. |
| Cost-Effective Guidance | A single consultation can save hundreds or thousands by helping you avoid mistakes, choose the right materials, or decide whether to DIY. |
| Access to Expertise | You can consult with a specialist anywhere in the country, not just local contractors. |
| Empowerment and Education | You learn the language of the trade, which makes you a more informed consumer when hiring local help. |
| Safety and Comfort | Consultations happen from your own home, on your schedule, with no obligation. |
A Safe Alternative for Trades Professionals
The platform also benefits the pros themselves. For women, trans, and nonbinary tradespeople who have faced discrimination or safety concerns on job sites, virtual consultations offer a way to share their expertise and earn income without entering potentially uncomfortable environments. The founders noted that the service also serves tradespeople with disabilities or those who were injured on job sites and can no longer perform physical labor but still possess invaluable knowledge. This aspect of the platform creates a new income stream for experienced professionals who might otherwise exit the industry entirely. For more on how the industry is evolving, read about reshaping the construction workforce through inclusive movements.
Addressing the Gender Gap in the Trades
Women represent only about 4 percent of the construction trades workforce in the United States. Matriarchy Build takes aim at this disparity from two angles: by making female and nonbinary pros more visible to homeowners, and by encouraging more women to consider careers in the trades.
Visibility as a Catalyst for Change
As co-founder Lacey Soslow put it, “If you don’t see it, you don’t realize it’s an option.” The platform showcases women and nonbinary professionals across a wide range of trades, from carpentry and electrical work to tile setting and design. Seeing a woman electrician or a nonbinary plumber normalizes these career paths and inspires the next generation. The founders are intentional about diversity in their roster, reflecting their own identities as a Mexican-American woman and a queer woman. This organic approach to inclusion has attracted a community of pros who share the same values.
Breaking Down Barriers to Entry
Several barriers keep women out of the trades, and Matriarchy Build addresses each one:
- Lack of representation – When you never see someone like you doing a job, it is hard to imagine yourself in that role. The platform puts diverse faces front and center.
- Hostile work environments – Many women in the trades report being talked down to at hardware stores or treated unfairly on job sites. Virtual consultation work eliminates that dynamic entirely.
- Limited mentorship opportunities – The platform creates a structured way for experienced pros to pass along knowledge to homeowners, which indirectly builds confidence in newcomers.
- Uncertainty about career paths – By making trade expertise accessible, the platform demystifies what tradespeople actually do and how to get started. For those considering the field, our guide on career in construction trades provides a starting point.
Practical Tips for Getting the Most Out of a Matriarchy Build Consultation
Whether you are a complete beginner or an experienced DIYer, a virtual consultation with a trades pro can save time, money, and frustration. Here is how to prepare for a successful session.
Before Your Consultation
- Document the problem – Take clear photos and measurements of the area you need help with. Include wide shots for context and close-ups of specific issues.
- List your questions – Write down everything you want to know, from tool recommendations to material choices to whether the job requires a permit.
- Set a budget range – Even a rough idea of what you want to spend helps the pro tailor their advice.
- Know your skill level – Be honest about your experience. The pro will adjust their guidance accordingly, from “here is exactly how to do it” to “this is a job for a licensed contractor.”
During the Call
- Share your screen – If possible, show the work area live so the pro can see details your photos might have missed.
- Take notes – The pro will likely share tool names, techniques, and material specifications. Write them down or ask for a summary afterward.
- Ask about red flags – One of the most valuable aspects of these calls is learning what to watch out for, whether it is moisture issues behind a windowsill or outdated wiring in a renovation area.
After the Call
- Compare with local quotes – Use the knowledge gained to evaluate estimates from local contractors. You will know the right questions to ask and whether the pricing is reasonable.
- Book a follow-up if needed – Some projects unfold in stages. A second consultation to review progress or address new questions can be money well spent.
- Consider the DIY option – If the pro confirms the job is within your skill range, you can tackle it yourself with the confidence that you have expert guidance behind you.
For those who decide to pursue a career in the field after gaining confidence through projects like these, our resource on starting a career in the skilled trades offers practical steps for entering the industry.
The Future of Matriarchy Build and Inclusive Home Improvement
The founders envision Matriarchy Build growing into a comprehensive hub for women and nonbinary people in the home improvement space. Future plans include in-person workshops, expanded pro rosters, and deeper integration with the DIY community. As co-founder Gabriella Ainslie stated, “I want it to be the first place you think of when you are looking to retile your backsplash or you are looking for information on the power tool you just purchased.”
The platform addresses a real need in the home improvement industry. Homeowners gain access to unbiased, expert advice without the pressure of a sales pitch. Trades professionals gain a safe, flexible way to monetize their expertise. And the industry as a whole benefits from greater visibility for women and nonbinary workers, which in turn attracts more diverse talent to the trades. Whether you are a first-time homeowner facing a leaking pipe, a DIY enthusiast planning a kitchen refresh, or someone curious about a career in construction, Matriarchy Build offers a new way to get the answers you need from someone who understands your perspective.