Armadillo

What Armadillo does

Armadillo Home Solutions, Inc. is a subscription-based home warranty company founded in 2021 and headquartered in Clarksville, Indiana (with a New York office referenced in press coverage). The company offers three tiered monthly protection plans — Appliance Plan ($29.99/mo, $7,500 total coverage), Systems Plan ($44.99/mo), and Whole Home Plan ($53.99/mo) — covering major kitchen and laundry appliances, HVAC, electrical, and plumbing systems, with optional add-ons for pool/spa, well pump, septic, sump pump, second refrigerator, and stand-alone freezer. Coverage is underwritten by Hornbeam Insurance and is available in all 50 U.S. states. The core technology is a digital-first platform (armadillo.one and iOS/Android apps) that includes an online plan builder, claims filing reportedly completable in under two minutes, and a contractor vetting process with optional "bring your own repairman" reimbursement functionality.

The company generates revenue through monthly subscription fees, with plans priced primarily at the $30-$54/month tier and customer-billed contracts carrying no hidden fees. Its go-to-market combines direct-to-consumer digital acquisition with a partner-led distribution strategy spanning real estate agents (notably a 2026 partnership with SOLD.com providing access to 100,000+ agents), insurance agents, employer-sponsored employee benefits programs, and landlords. Customer segments include individual homeowners (primary), landlords, real estate professionals, insurance agents, and employee benefits programs. As of the latest disclosures, the company has raised approximately $3.5 million in seed funding (April 2022, led by Distributed Ventures — a venture fund affiliated with one of the world's largest insurance brokerages) plus an additional ~$5.8M+ raised toward a $7.53M target through a 2023 SEC Form D exempt offering, for total disclosed capital raised of approximately $9 million. The company is led by co-founder and CEO Matan Slagter, with co-founder and Chairman Lansdon Robbins, CFO Tyler Thompson, and CTO Michael Wolf on the leadership team.

Operationally, Armadillo positions itself as a modern, transparent alternative to legacy home warranty providers, claiming the elimination of approximately 80% of typical industry exclusions and operating with a small team (1-10 employees) that suggests a capital-efficient, tech-enabled model rather than a labor-intensive service operation. The company has earned earned media coverage in MarketWatch, CNN, Forbes, Yahoo Finance, Business Journals, and Consumer Affairs, and claims a 4.7-star rating on Google Reviews (described as the highest among home warranty companies).

Name

Armadillo

Legal name

Armadillo Home Solutions, Inc.

Website

https://armadillo.one

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Armadillo is a subscription-based home warranty company offering tiered monthly plans covering major appliances, HVAC, plumbing, and electrical systems. It serves individual homeowners, landlords, and partner-distributed customers nationwide across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Home Warranty Services

NAICS

Appliance Repair and Maintenance (811412), Consumer Electronics and Appliances Rental (53221)

akta.pro primary industry

Home Warranty / Residential Service Contracts (Systems & Appliances) (FSAJALAG)

akta.pro secondary industry

Appliance & Major Home Equipment Protection Plans (FSAJALAI)

Keywords

• Home warranty plans
• Home protection coverage
• Appliance warranty subscription
• HVAC systems coverage
• Home repair service plans

Headquarters

HQ city

Clarksville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Home Warranty Subscriptions: Monthly subscription-based home warranty plans covering repair and replacement of major appliances and systems. Plans range from appliance-only to whole-home coverage with tiered pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Armadillo offers subscription-based home warranty plans covering repair and replacement of major home appliances (refrigerators, dishwashers, washers, dryers, ovens) and home systems (HVAC, electrical, plumbing). Customers enroll through a digital plan builder, file claims online in under two minutes, and can choose Armadillo's vetted contractors or their own service professionals with fast reimbursement.

Product overview

Armadillo is a modern, subscription-based home warranty company offering three tiered protection plans. The core product lineup consists of the Appliance Plan ($29.99/month, $7,500 coverage), Systems Plan ($44.99/month), and Whole Home Plan ($53.99/month) which combines both. All plans provide coverage for major home systems and appliances including HVAC, electrical, plumbing, kitchen and laundry appliances. The company also offers optional add-ons such as pool/spa, well pump, septic, sump pump, second refrigerator, and stand-alone freezer coverage. Beyond individual plans, Armadillo provides specialized programs including a Real Estate Partners Program (enabling 100,000+ agents to offer digital home protection), Insurance Agent Partnership, Landlord Coverage, Employee Benefits Program, and an Armadillo Green Incentive Program for eco-friendly choices. Plans are offered nationwide in partnership with Hornbeam Insurance and feature fast digital claims filing, 24/7 support, and the flexibility to use Armadillo's vetted contractors or the homeowner's own service pro.

Differentiator

Problem solved

Functional benefit

Products and services

• Appliance Plan Entry-level subscription home warranty plan covering major home appliances including washer, dryer, refrigerator, dishwasher, oven, and range with $7,500 total coverage at $29.99/month.
• Systems Plan Mid-tier subscription home warranty plan covering essential home systems including electrical and plumbing systems, plus all appliance coverage at $44.99/month.
• Whole Home Plan Premium comprehensive subscription home warranty plan combining systems coverage (air conditioning, heating, electrical, plumbing) and full appliance coverage at $53.99/month.

Quantifiable outcome

• 4.7 stars rating, highest among home warranty companies on Google Reviews
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• SOLD.comcoreGTM or Marketing Partner · 16 June 2026Strategic partnership enabling SOLD.com's network of 100,000+ real estate agents to offer Armadillo's digital home protection platform to homebuyers during the home buying process. The partnership aims to modernize home warranty enrollment with quick digital process and features such as fast claims filing and bring-your-own-repairman flexibility. Both companies view this as the beginning of a long-term strategic relationship aimed at expanding their embedded partnership ecosystem across real estate, proptech, and home services.
• Hornbeam InsurancecoreTechnology or Integration · 19 April 2022Hornbeam Insurance is the insurance partner providing the underlying coverage for Armadillo's subscription protection plans. Plans are offered across all 50 U.S. states through this partnership.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• American Home Shield: The largest U.S. home warranty company (part of Frontdoor, Inc.), offering appliance and home systems protection plans nationwide. Direct competitor to Armadillo across all plan tiers and channels.
• Cinch Home Services: Major U.S. home warranty provider offering appliance, systems, and combo plans nationally. Competes head-to-head with Armadillo on coverage scope, pricing tiers, and real estate agent distribution.
• Choice Home Warranty: Top-tier U.S. home warranty carrier with comparable plan structure (appliance, systems, combo) and direct-to-consumer digital enrollment. Closely comparable in target customer and product offering to Armadillo.
• First American Home Warranty: Established U.S. home warranty provider with deep real estate agent distribution ties and appliance/system coverage plans. Comparable to Armadillo in plan structure and go-to-market emphasis on agent channel.
• Liberty Home Guard: Fast-growing U.S. home warranty company offering appliance and systems plans with customizable add-ons (pool, spa, septic). Closely comparable product structure and digital enrollment approach to Armadillo.
• Home Warranty of America: Established U.S. home warranty carrier offering appliance and systems plans through direct and agent channels. Closely comparable product line and distribution mix to Armadillo.
• Landmark Home Warranty: Regional-to-national home warranty provider with appliance and systems plans sold via agent and direct channels. Comparable in plan structure, pricing tiering, and real estate distribution emphasis to Armadillo.

Broad incumbents

• Frontdoor: Public parent company of American Home Shield and Streem. Operates the largest home warranty and on-demand home services platform in the U.S.; broader portfolio than Armadillo but directly overlapping core warranty product.
• 2-10 Home Buyers Warranty: Major home warranty provider focused heavily on new construction and real estate channel distribution. Comparable to Armadillo on the real estate agent partnership strategy and structural warranty focus.

Emerging players

• Hippo Insurance: Modern insurtech offering homeowners insurance with optional home warranty add-ons. Comparable to Armadillo in digital-first, millennial-homeowner targeting and partnership distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Armadillo_Home
• Facebookfacebook.com/Armadillo-Home-112894610991056
• LinkedInlinkedin.com/company/armadillohome
• Instagraminstagram.com/armadillohome

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about Armadillo