Hometree

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

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

• Home emergency cover
• Boiler insurance plans
• Landlord gas safety
• Heat pump installation
• Solar panel financing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.
8. 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.
9. 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

Go-to-market motion5 records

Distribution channels6 records

Marketing channels10 records

Core 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

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered major, moderate and minor.

• So EnergymajorGTM or Marketing Partner · 12 March 2025So 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 NationmoderateGTM or Marketing Partner · 5 August 2024Solar 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 MarketmajorChannel Partner/ Reseller/ DistributorCompare 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.ComparemajorChannel Partner/ Reseller/ DistributorGo.Compare is one of Hometree's named commercial partners, distributing Hometree's home cover plans to its users via bespoke commercial arrangements.
• MoneySupermarketmoderateChannel Partner/ Reseller/ DistributorMoneySupermarket is one of Hometree's named commercial partners distributing Hometree's home cover plans via bespoke commercial arrangements.
• PerkboxmoderateGTM or Marketing PartnerPerkbox 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 InmoderateGTM or Marketing PartnerJust 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 EnergymoderateGTM or Marketing PartnerGood 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)moderateStrategic or Co-development PartnerAs 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)minorOthersXact 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 InsurancemoderateStrategic or Co-development PartnerCollinson 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

Broad 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

• Xx.com/hometree_uk
• Facebookfacebook.com/hometreeenergy
• LinkedInlinkedin.com/company/hometree-uk
• Instagraminstagram.com/hometreeuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries6 records

Funding overview

Funding rounds12 records

Investors17 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hometree