Hometree
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
Hometree firmographics
Firmographics- Name
- Hometree
- Legal name
- Hometree Marketplace Limited
- Website
- https://hometree.co.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Hometree industry classification
Industry- Product category
- Residential Home Emergency Cover & Energy Services
- NAICS
- Appliance Repair and Maintenance (811412)
- SIC
- Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)
- akta.pro primary industry
- Home Warranty / Residential Service Contracts (Systems & Appliances) (FSAJALAG)
- akta.pro secondary industries
- Residential HVAC System Installation (Furnace/AC/Heat Pump) (HSAOAGAA), Appliance & Major Home Equipment Protection Plans (FSAJALAI)
Keywords
Where Hometree is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Hometree business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations
Revenue model
- Boiler & Home Cover subscriptions: Recurring monthly subscription revenue from consumer boiler and home emergency cover plans (Your Boiler, Your Heating, Your Home, Your Home Plus), billed monthly or annually with optional £0/£60/£95 excess. Includes annual servicing and unlimited repairs.
- Landlord Boiler & Home Cover subscriptions: Recurring monthly subscription revenue from landlord-specific plans including the mandatory annual Landlord Gas Safety Record (CP12), with multi-property discounts and Amazon gift card referral incentives.
- EV Charger Insurance subscriptions: Recurring monthly subscription from EV charger insurance plans covering charger unit (up to 22kW) for accidental damage, vandalism, theft and home electrics, billed monthly with excess options.
- Appliance Cover subscriptions: Recurring subscription revenue from kitchen appliance cover plans covering cookers, hobs, ovens, washing machines, dishwashers, fridge freezers etc., including accidental damage. Replacement contributions capped at £500 per appliance.
- One-off boiler service and gas safety check fees: Annual transactional revenue from standalone boiler service visits (£99/year) and Landlord Gas Safety Records (£120/year) purchased without an ongoing cover plan.
- Renewable hardware installation (heat pumps & solar): One-off and project-based revenue from installation of air source heat pumps and solar PV systems via Hometree's renewable installation network (Geowarmth, IMS Heat Pumps, The Little Green Energy Company, GreenGenUK), often bundled with financing.
- Heating-as-a-Service and financing income: Monthly payments from the Heating Plan (all-inclusive boiler subscription with no deposit), Interest-free Credit (0% APR over 12 months) and forthcoming Green Home Loan, generating finance and interest income on extended payment plans for new boilers, heat pumps and solar.
- Affiliate referral commissions (paid out): Hometree pays 20% commission on annual plan prices to Awin affiliates (10% to cashback publishers); represents a partner-driven acquisition channel rather than a direct revenue stream.
- Plumbing, Drains & Electrics subscription: Recurring monthly revenue from standalone plumbing, drains and home electrics cover including 'Beyond the Boiler' plans for customers without gas boilers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Boiler & Home Cover (Homeowner) |
| Subscription | Monthly | Landlord Boiler & Home Cover |
| Subscription | Monthly | EV Charger Insurance |
| Subscription | Monthly | Appliance Cover |
| Unit Pricing | Annual | Annual Boiler Service (standalone) |
| Unit Pricing | Annual | Landlord Gas Safety Record (standalone) |
| Subscription | Monthly | Plumbing, Drains & Electrics Cover |
| Subscription | Monthly | Heating Plan (boiler subscription) |
| Other | Pay-as-you-go | Interest-free Credit (boiler financing) |
| Other | Pay-as-you-go | Heat pump / solar installation (custom quote) |
Go-to-market motion5 records
Distribution channels6 records
Marketing channels10 records
Hometree product offering
Product offeringCore offering
Hometree sells UK residential home emergency cover insurance subscriptions (boiler, landlord, appliance, plumbing/drains/electrics, EV charger) delivered through a nationwide network of 5,000+ engineers. It also installs air source heat pumps and solar PV systems for homeowners, bundling hardware, financing (Interest-free Credit, Heating Plan subscription, forthcoming Green Home Loan) and ongoing maintenance under one integrated platform.
Product overview
Hometree is a UK-based residential energy services platform (rather than a single product) combining home emergency cover insurance, renewable installations and green financing under a unified offering. The core is the four-tier Boiler Cover Insurance suite (Your Boiler, Your Heating, Your Home, Your Home Plus) sitting alongside specialised Landlord Cover, Plumbing/Drains/Electrics Cover, Appliance Cover (homeowner and landlord), EV Charger Cover, standalone Boiler Service and Landlord Gas Safety Record (CP12) plans. On the decarbonisation side, Hometree operates Heat Pump and Solar Panel installation services, backed by the Hometree Heating Plan subscription and Hometree Finance (interest-free credit and forthcoming Green Home Loan). The renewable installation capability is delivered through acquired brands within the Hometree Group — Geowarmth, IMS Heat Pumps, The Little Green Energy Company, GreenGenUK and (historically) BeWarm — which together with the in-house engineering network support the company's mission to help UK homeowners transition from gas boilers to low-carbon heating.
Differentiator
Problem solved
Functional benefit
Brands
- Hometree Finance: Finance arm of Hometree offering consumer financing products (Heating Plan, Interest-free Credit, Green Home Loan) for new boilers, heat pumps and solar installations via hometreefinance.co.uk.
- Hometree Marketplace
- Hometree Services
Quantifiable outcome
- Heat pump installations 3-4x more efficient than gas boilers and typically last 10 years longer
- +5 more outcomes
Companies that use Hometree
Customer profileSegments5 records
Ideal customer profiles1 record
Hometree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
Hometree partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered major, moderate and minor.
- So EnergymajorSo Energy announced a payment plan with Hometree enabling So Energy customers to access solar panels from £75 per month. Hometree also offers a So Energy exclusive offer of £50 credit on the customer's energy bill after purchasing a Hometree plan. So Energy is one of Hometree's named commercial partners distributing cover via custom APIs or promotional codes.
- Solar NationmoderateSolar Nation joined forces with Hometree to offer solar panel financing to UK homeowners, combining Solar Nation's solar installation expertise with Hometree's green finance and maintenance offerings.
- Compare the MarketmajorCompare the Market is one of Hometree's named commercial partners, helping distribute Hometree's home cover plans to its customers via custom APIs or tailored promotional codes under a bespoke arrangement.
- Go.ComparemajorGo.Compare is one of Hometree's named commercial partners, distributing Hometree's home cover plans to its users via bespoke commercial arrangements.
- MoneySupermarketmoderateMoneySupermarket is one of Hometree's named commercial partners distributing Hometree's home cover plans via bespoke commercial arrangements.
- PerkboxmoderatePerkbox is one of Hometree's named commercial partners, offering Hometree's home cover products to Perkbox customers as part of an employee benefits / value-add proposition.
- Just Move InmoderateJust Move In is one of Hometree's named commercial partners, distributing Hometree's home cover to its user base (typically new movers) via bespoke commercial arrangements.
- Good EnergymoderateGood Energy is one of Hometree's named commercial partners, distributing Hometree's home cover products to Good Energy's customer base.
- Leading installers and utilities (unnamed)moderateAs part of the CPP Investments £50m financing announcement, Hometree announced partnerships with leading installers and utilities to scale renewable installations (solar, batteries, heat pumps) across 35,000 UK homes. Specific partner names are not disclosed in the source.
- Xact Risk Solutions Ltd (FRN 590914)minorXact Risk Solutions Ltd is the FCA-authorised principal (FRN 590914) for which Hometree Services Limited (FRN 935444) acts as an Appointed Representative, providing regulatory authorisation for Hometree's insurance distribution activities.
- Collinson InsurancemoderateCollinson Insurance is the underwriter referenced on Hometree's Insurance Product Information Documents (IPIDs) across all core boiler and home cover plans (Your Boiler, Your Heating, Your Home, Your Home Plus, Plumbing Drains & Electrics, Beyond the Boiler, EV Charger).
Scale indicators16 records
Recent moves8 records
Expansion highlights8 records
Hometree competitors and assessment
Company assessmentBroad incumbents
- British Gas (Centrica): British Gas is the UK's largest energy supplier and home services provider, offering boiler cover, heating, plumbing and home emergency cover. Centrica is the dominant incumbent that Hometree directly benchmarks itself against in marketing materials (Trustpilot 4.4 vs Hometree 4.7).
- Octopus Energy: Octopus Energy is a major UK energy supplier rapidly expanding into heat pump installations and home energy services (Cosy Octopus, Kraken platform). It competes with Hometree in renewable installation and via potential white-label cover distribution partnerships.
- E.ON Next: E.ON is a major UK energy supplier offering boiler cover, heating and home services plus heat pump installations (acquired Roger Humphreys/Heatforce installer network). It is a broad incumbent competitor across both the cover and installation businesses.
- EDF Energy: EDF is one of the UK's 'Big Six' energy suppliers offering boiler/heating cover, home services and increasingly renewable installations. Comparable broad-incumbent competitor in the same product category.
Direct peers
- HomeServe: HomeServe is one of the UK's largest home emergency cover and boiler/home services providers, with multi-million customer base. Directly comparable to Hometree's core boiler/home cover subscription business (Trustpilot 4.6), and a primary target of Hometree's price-match promise.
- 247 Home Rescue: 247 Home Rescue is a UK boiler and home emergency cover subscription provider, directly cited by Hometree in its comparison table (Trustpilot 4.6). It competes head-to-head on price, coverage and unlimited claims.
- BOXT: BOXT is a UK-based direct-to-consumer boiler installation and renewable heating (heat pump) installer with online booking and fixed pricing. It is the most direct competitor to Hometree's renewable installation and Heating Plan offering, targeting similar customer segments.
Others
- So Energy: So Energy is a UK energy supplier and named Hometree commercial partner that distributes Hometree cover and offers £50 energy-bill credit to Hometree customers. As a distribution partner and adjacent energy supplier, it is an ecosystem peer rather than direct competitor.
- Good Energy: Good Energy is a UK renewable electricity supplier that partners with Hometree to distribute cover to its customer base. As a named commercial partner and renewable-focused utility, it is an ecosystem peer enabling Hometree's customer-acquisition strategy.
- Worcester Bosch (Bosch Thermotechnology): Worcester Bosch is one of the UK's leading boiler and heating equipment manufacturers. It is an upstream supplier to Hometree's installation network and a peer in the broader home heating market, though not a direct service competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat7 records
Key risks6 records
Key highlights6 records
Customer concentration
Hometree social profiles
Digital presenceHometree compliance and trust
Trust signalCompliance2 records
Hometree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hometree leadership team
Management profileNumber of profiles
Profiles7 records
Hometree subsidiaries and ownership
Company hierarchySubsidiaries6 records
Hometree funding detail
Funding detailFunding overview
Funding rounds12 records
Investors17 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hometree M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hometree
What does Hometree do?
Hometree sells UK residential home emergency cover insurance subscriptions (boiler, landlord, appliance, plumbing/drains/electrics, EV charger) delivered through a nationwide network of 5,000+ engineers. It also installs air source heat pumps and solar PV systems for homeowners, bundling hardware, financing (Interest-free Credit, Heating Plan subscription, forthcoming Green Home Loan) and ongoing maintenance under one integrated platform.
Is Hometree a public or private company?
Hometree is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hometree founded?
Hometree was founded in 2015. It employs 251 to 500 people.
Where is Hometree based?
Hometree is headquartered in London, United Kingdom, in the Europe region.
How does Hometree make money?
Nine revenue lines are on record. Boiler & Home Cover subscriptions are the primary driver. The others are landlord Boiler & Home Cover subscriptions, EV Charger Insurance subscriptions, appliance Cover subscriptions, one-off boiler service and gas safety check fees, renewable hardware installation (heat pumps & solar), heating-as-a-Service and financing income, affiliate referral commissions (paid out) and plumbing, Drains & Electrics subscription.
Who are Hometree's main competitors?
Broad incumbents on record are British Gas (Centrica), Octopus Energy, E.ON Next and EDF Energy. Direct peers are HomeServe, 247 Home Rescue and BOXT. Others are So Energy, Good Energy and Worcester Bosch (Bosch Thermotechnology).
Does Hometree have an API?
Yes. Custom partner-facing API offered through Hometree's Commercial Partnerships program, allowing partners to integrate Hometree's home cover services under their own brand or as a bolt-on. The API is bespoke per partner and accompanied by tailored promotional codes; no public documentation URL is published.
What industry is Hometree in?
Hometree's product category is Residential Home Emergency Cover & Energy Services. Its primary akta.pro industry code is FSAJALAG, Home Warranty / Residential Service Contracts (Systems & Appliances), with a secondary code of HSAOAGAA, Residential HVAC System Installation (Furnace/AC/Heat Pump). Its NAICS code is 811412 and its SIC code is 3585.