What Hearth does

Hearth, operated under the legal entity Shogun Enterprises Inc. and headquartered in Austin, Texas with a secondary presence in San Francisco, is a vertical SaaS and financial technology company founded in 2016 that builds software for the home improvement contracting industry. Its platform combines a financing marketplace (connecting contractors' customers to a network of 15-18 lending partners offering $1,000-$250,000 loans with terms up to 12 years and FICO acceptance as low as 550) with workflow tools for digital quotes, contracts, invoicing, scheduling, client management, marketing collateral, and payment acceptance. The company is registered as a broker on NMLS (ID# 1628533) and processes payments through a Stripe integration supporting card, debit, and ACH rails.

Hearth sells its software on annual subscriptions across three tiers — Essentials at $1,499/year for solo contractors, Pro at $1,799/year with full feature access, and Elite at $4,999/year with multi-location support — and monetizes a $199/month Harper AI add-on and a $399/year 0% APR credit card add-on. The platform serves an SMB customer base of more than 30,000 home improvement professionals across 15+ verticals including roofing, HVAC, plumbing, fencing, pools, windows/doors, and restoration, with cumulative funded job volume exceeding $1 billion and 70,000+ homeowners financed to date. Its go-to-market is primarily product-led with self-serve onboarding and mobile apps on iOS and Android, augmented by sales-assisted demos for larger multi-location and franchise accounts.

The technology stack centers on a cloud-based SaaS application with mobile clients, Stripe-powered payment processing, QuickBooks Online and Google Calendar integrations, and Harper — an autonomous AI agent that handles inbound calls 24/7, qualifies leads, follows up on abandoned loan applications, and generates social media content. The company is venture-backed, having raised approximately $47.8 million across a 2018 Series A led by 8VC, a 2020 Series B, and a 2021 Series B extension led by Human Capital, with Founders Fund among earlier backers and The Chainsmokers participating in the latest round. Joe Lonsdale (co-founder/chairman), Anthony Ghosn (co-founder/executive chairman), Nikhil Pai (co-founder), and CEO Misha Tsidulko lead the current management team.

Name

Hearth

Legal name

Shogun Enterprises Inc.

Website

https://gethearth.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Hearth is a vertical SaaS and fintech platform that provides home improvement contractors with financing marketplace access, digital workflow tools (quotes, contracts, invoicing, scheduling), payment processing, and an AI assistant. It serves over 30,000 SMB contractors across 15+ verticals and has facilitated more than $1 billion in funded jobs.

Ownership category

akta.pro rank

Product category

Contractor Management Software

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Home Improvement & Contractor POS Financing (FSAKAFAJ)

akta.pro secondary industries

Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA), Home Improvement Personal Loans (Unsecured Installment) (FSAKAAAE)

Keywords

• Contractor management software
• Home improvement financing
• Vertical SaaS platform
• Contractor estimating software
• Fintech marketplace lending

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscriptions: Annual subscription revenue from three tiers (Essentials, Pro, Elite) ranging from $1,499 to $4,999 per year. Includes a $99 one-time setup fee. Additional add-ons include 0% APR credit cards ($399/yr) and priority support ($299/yr). Revenue is recurring annually with upgrade opportunities.
2. Transaction/Financing Facilitation: Facilitates loans from $1K to $250K through a network of 15-18 lending partners. Hearth acts as a broker/technology platform connecting homeowners with lenders. Revenue derived from network effects and volume of loans processed rather than per-loan fees charged to contractors (no dealer fees).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Hearth provides an all-in-one SaaS platform for home improvement contractors that combines customer financing, digital quotes, contracts, invoices, payment processing, client management, scheduling, and marketing tools. The platform connects contractors with a network of 15-18 lending partners to offer homeowners personal loans from $1,000 to $250,000 with soft-pull pre-qualification and no per-project dealer fees for contractors. An AI-powered add-on called Harper automates 24/7 call answering, lead capture, appointment booking, and loan application follow-up.

Product overview

Hearth is an all-in-one software platform for home improvement contractors providing customer financing solutions, digital payment collection, client management, quotes, contracts, invoices, scheduling, and marketing tools. The platform offers three subscription tiers: Essentials ($1,499/year for solo contractors), Pro ($1,799/year with full feature set including 5 user accounts), and Elite ($4,999/year with 10 user accounts and 3 locations). Core modules include Customer Financing (connecting contractors with 15-18 lenders), Digital Payments/Hearth Pay (credit/debit/ACH via Stripe), Quotes, Contracts, Invoices, Client Management, Scheduling, and Marketing. Add-on features include Harper AI Digital Assistant ($199/month) for autonomous call handling and loan follow-ups, 0% Intro APR Credit Cards ($399/year), and Personal Loans marketplace. Mobile apps available for iOS and Android. The platform is licensed as a broker (NMLS ID# 1628533) and processed over $1 billion in jobs funded.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer Financing Financing marketplace module that enables home improvement contractors to offer customers monthly payment options through Hearth's network of 15-18 lending partners, including personal loans, HELOCs, and 0% credit card offers. Supports FICO scores as low as 550, loan amounts from $1,000 to $250,000, terms from 2 to 12 years, and rates as low as 7.99% APR. Available to home improvement contractors.
• Digital Payments (Hearth Pay)

Quantifiable outcome

• 17% increase in closed estimates when financing options are offered
• +6 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Swift Restoration and RemodelingminorGTM or Marketing Partner · 1 January 2026Utah-based restoration and remodeling company partnered with Hearth to offer flexible financing options to property owners for emergency restoration services including water damage, fire damage, mold remediation, and reconstruction. Addresses situations where insurance coverage may be limited.
• HHI Windows and DoorsminorGTM or Marketing Partner · 1 October 2025South Carolina-based window and door company (started in 2010 as Holliday Home Improvements) partnered with Hearth to offer financing for window and door replacements. Serves residential and commercial customers across South Carolina areas and Savannah, GA.
• StripecoreTechnology or IntegrationStripe is Hearth's payment processing partner. Stripe is a certified PCI Service Provider Level 1 (highest security certification in payments industry). Hearth uses Stripe to process credit card, debit card, and ACH (eCheck) payments for contractor invoices.
• Network of 15-18 Lending PartnerscoreStrategic or Co-development PartnerHearth connects homeowners to a network of 15-18 lender partners for home improvement financing. Lenders offer personal loans, HELOCs, and 0% credit card options. Loan amounts range from $1K-$250K with terms up to 12 years. Works with FICO scores as low as 550.

Scale indicators17 records

Recent moves6 records

Broad incumbents

• ServiceTitan: Large-scale field service management SaaS platform for residential contractors (HVAC, plumbing, roofing, etc.). Overlaps with Hearth on contractor workflow tools (quotes, scheduling, payments) but does not focus on financing brokerage; could embed competing financing partnerships as a strategic response.
• GreenSky (Goldman Sachs): Established home improvement financing platform acquired by Goldman Sachs, providing installment loans to homeowners via contractor partners. Closely comparable in facilitating consumer financing for home improvement through contractor channels, though at significantly larger scale under a bank balance sheet.
• Synchrony Financial: Major consumer financing company offering home improvement credit products through contractor and retailer networks. Competes as a potential lender partner or alternative financing source; could disintermediate Hearth by going direct to contractors.
• Procore Technologies: Major construction management software platform for general contractors and specialty trades. Overlaps with Hearth on contractor workflow tools (quotes, contracts, project management) at a different scale and customer segment (commercial/larger residential rather than SMB home improvement).

Direct peers

• Housecall Pro: All-in-one SaaS platform for home service professionals offering scheduling, dispatching, invoicing, payment processing, and customer communications. Directly competes with Hearth on contractor-facing workflow tools and SMB market, though without a comparable embedded financing marketplace.
• Jobber: Field service management software for small home service businesses (HVAC, plumbing, landscaping, etc.) with quoting, scheduling, invoicing, and payment tools. Closely comparable target customer (small/medium home improvement contractors) and overlapping feature set with Hearth's non-financing modules.
• Buildertrend: Construction project management and customer relationship software for home builders, remodelers, and specialty contractors. Overlaps on contractor-facing SaaS (scheduling, quotes, customer communication) and serves an adjacent home-improvement vertical with similar SMB customer profile.

Emerging players

• Wisetack: Consumer financing platform embedded into contractor and service-provider software to offer installment loans at point of sale. Direct competitor in the contractor-embedded financing category with strong venture backing, though less vertically specialized in home improvement than Hearth.
• Enhancify: Home improvement financing marketplace connecting homeowners with lenders through contractor partnerships. Closely comparable business model to Hearth's financing-broker motion, though smaller scale and lacking Hearth's broader SaaS workflow product.

Regional players

• Ygrene / PACE Financing Providers: Property Assessed Clean Energy (PACE) financing provider for home improvement, particularly energy-efficiency and resilience upgrades. Comparable in offering alternative home improvement financing through contractor channels but operates in a different regulatory and product structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/gethearth
• YouTubeyoutube.com/c/Hearth-on-YT
• Facebookfacebook.com/gethearth
• Instagraminstagram.com/gethearth

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds3 records

Investors12 records

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

M&A1 record

Investments

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

Frequently asked questions about Hearth