About Brassline Lock & Key
Founded in 2009, Brassline has served over 21,000 Central Indiana homes and businesses with ALOA-credentialed locksmiths, ACE certified smart-lock work, $10K bond + $1M GL coverage, and a 30-minute response promise.
Sam Reyes started Brassline in 2009 after eight years inside a national locksmith chain — watching the same pattern repeat: customers quoted $19 on the phone and billed $400 on arrival, 1-800 lead aggregators dispatching subcontractors 60 miles away who claimed "surprise" surcharges, and Indiana's lack of statewide locksmith licensing being used as cover for predatory operators with no ALOA credentials or insurance.
Brassline was built around three commitments: flat-rate quotes BEFORE arrival (no bait-and-switch ever), ALOA-credentialed locksmiths on every call, and 30-minute response time in our core Marion + Hamilton County service area. Those commitments have not changed in 17 years, and they are why our average customer comes back for every lock, rekey, smart-lock, and key job in their household.
18 years of growth in Greater Indianapolis, built entirely on referrals and repeat customers.
Sam Reyes launches Brassline with one tech and one van out of a shop on N Keystone Ave. Early focus is residential lockouts and rekeying. First customers come from word-of-mouth referrals from neighbors who had been victims of 1-800 locksmith scams.
Sam earns ALOA Certified Registered Locksmith (CRL) credential, then Certified Professional Locksmith (CPL), then Certified Master Locksmith (CML). ALOA credentials become Brassline's primary trust differentiator in unlicensed Indiana market.
Brassline adds dedicated automotive locksmith service with mobile key cutting and transponder programming equipment (AutoProPAD, Autel IM608). Auto service quickly grows to 30% of total revenue as drivers discover the dealer alternative.
Sam earns ACE (Associated Certified Electronic Locksmith) credential and Brassline launches dedicated smart-lock installation service — Schlage Encode, Kwikset Halo, August, Yale Assure. Aligned with rising Hamilton County new-home construction.
Cumulative customers cross 10,000 across Marion, Hamilton, Hendricks, Johnson, and Boone counties. Team grows to 7 ALOA-credentialed locksmiths and apprentices.
Brassline expands into commercial master-key system design and access control (Honeywell, Allegion). Commercial work grows to 25% of revenue across office parks, multi-family, and small commercial properties.
VantaWeb's Anna AI takes over inbound calls 24/7 — dispatching lockouts within 60 seconds, capturing vehicle year/make/model for transponder programming, routing commercial master-key inquiries to the estimator queue, and confirming smart-lock door prep before booking. After-hours lockout call capture goes from 28% to 99%. Average dispatch time drops from 12 minutes to under 2.
Brassline has been on Keystone Avenue long enough to remember when Carmel was a sleepy bedroom community and Fishers was farmland. Being local is not a marketing line — it is where Sam coaches his kids' Little League at Holliday Park and where Maria runs the Indianapolis Mini-Marathon every spring.
Community work is kept practical and repeatable, not performative.
Gleaners Food Bank annual drive — Company-wide food drive every November. 2024 drive collected 1,850 lbs of non-perishables. Every locksmith participates and the company matches contributions.
Domestic Violence Network — Safe Lock Project — Free emergency rekey for survivors of domestic violence in Central Indiana through the Domestic Violence Network. Identity protected; no questions asked. 47 free rekeys in 2024.
Habitat for Humanity Indianapolis partner — Free lock hardware installation on two Habitat for Humanity homes per year across Marion County. Hardware donated via the Schlage Cares manufacturer overage program.
Ivy Tech apprenticeship program — Three paid apprenticeship slots per year in partnership with Ivy Tech Community College Industrial Technology programs. Four current locksmiths came through this pipeline.
The people who set the standards every technician follows on every visit.
21 years in locksmith services, the last 17 as founder of Brassline. Sam started the company in 2009 after eight years working for a national locksmith chain — watching customers get hit with bait-and-switch pricing, $19 lockouts billed at $400, and 1-800 lead aggregators dispatching contractors from 60 miles away. He built Brassline around three commitments: flat-rate quotes BEFORE arrival, ALOA-credentialed locksmiths on every call, and 30-minute response time in Marion County. Based in downtown Indy.
11 years in locksmith dispatch operations, joining Brassline in 2016 after running a national locksmith chain's Midwest call center. Maria oversees the 24/7 dispatch queue, on-call rotation, and the integration between Anna AI and ServiceTitan. She introduced the 30-minute response promise and the flat-rate pricing policy that has eliminated bait-and-switch complaints from Brassline's service area. Lives in Carmel.
13 years in residential and commercial locksmith work, the last 9 with Brassline. Chris leads the smart-lock and access-control team — Schlage Encode, Kwikset Halo, August, Yale Assure, plus commercial keypad and card-reader systems. He has personally installed 1,400+ smart locks across Central Indiana. Based in Westfield.
Every technician is a direct employee. ALOA membership is verifiable at aloa.org.
Learn more about VantaWeb's AI receptionist platform and how it compares to alternatives.
VantaWeb builds and launches your locksmith site in 7 days. Anna dispatches lockouts in under 30 minutes, captures vehicle details for transponder programming, routes commercial master-key inquiries, and books smart-lock installs — so your techs are always rolling, never on hold.
See how VantaWeb builds these — Book a 30 min call