hipages

What hipages does

hipages operates a two-sided online marketplace connecting Australian households with tradies and home improvement professionals across more than 900 service categories spanning building, electrical, plumbing, painting, landscaping, renovation and cleaning. The platform serves over 4 million household users and more than 33,000 tradie subscribers, with a job lead posted every 25 seconds and 100,000+ jobs posted monthly on average. Core products include the consumer-facing hipages app (iOS/Android) and website for browsing verified tradies, posting jobs and receiving up to three quotes, and the subscription-based hipages for business (TradieCore) app and web platform for lead management, quoting, scheduling, invoicing and integrated Stripe payments. The platform is supported by 400+ cost guides, 10+ interactive calculators and 1,000+ educational articles, plus an AI assistant for home improvement planning questions.

The business model combines (a) tiered monthly/annual subscription fees from tradies scaled by lead credits and postcodes, (b) lead-generation transaction fees for jobs accepted by tradies, and (c) affiliate/referral revenue from the 2026-launched hipages energy auto-switching service, which uses the Australian Consumer Data Rights framework with CIMET and Fiskil and a panel of 13 retailers to deliver guaranteed 20% first-year savings. Distribution is multi-channel: organic SEO across all Australian states and territories, content marketing (cost guides, calculators, articles), social channels (Facebook, Instagram, TikTok, YouTube, LinkedIn, Pinterest, X), mobile apps, and GTM brand partnerships with IKEA and Bunnings. The company also pursues ecosystem integrations with Xero, MYOB and QuickBooks to embed within tradie back-office workflows.

hipages is the holding entity hipages Group Holdings Limited, listed on the ASX under ticker HPG (per firmographic data), headquartered in Sydney (Level 10, 255 Pitt Street), with operating subsidiaries hipages Group Pty Ltd and hipages Pty Ltd. History includes prior $6M funding rounds in 2014 and 2015 (Ellerston Capital, Kestrel Capital, Right Click Capital, Australian Ethical Investment, KTM Capital), the 2016 acquisition of Startlocal and the 2021 acquisition of New Zealand-based Builderscrack that opened its first international market. Co-founder and former COO Robert Sharon-Zipser is a named founder; Herry Wiputra serves as Chief Product and Technology Officer. Leadership bench also includes Chief People Officer Jodette Cleary and non-executive directors Inese Kingsmill, Ari Klinger and Jennifer Macdonald.

Name

hipages

Legal name

hipages Group Holdings Limited

Website

https://hipages.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Business subscription fees: Subscription-based model for tradies and home improvement businesses. Tiered plans designed for different business sizes from emerging businesses to high-volume established operations. Plans differ by number of lead credits, postcodes covered, and level of account support. Monthly or annual billing available.
2. Lead generation fees: Quality leads from households actively seeking services. Tradies choose which leads to accept based on job description, location, and timing.
3. hipages energy referral: When users sign up with energy retailers through the hipages energy platform, CIMET and hipages receive financial incentives from the retailer. 13 energy retailers on panel.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels12 records

Core offering

hipages is a two-sided online marketplace that connects Australian households with tradies and home improvement professionals. The consumer side lets homeowners post jobs and receive up to three quotes for free, browse verified tradie profiles, and use 400+ cost guides, calculators, and an AI assistant. The business side (hipages for business / TradieCore) is a subscription platform providing tradies with quality leads and an all-in-one app for quoting, scheduling, invoicing and payments.

Product overview

hipages operates as a two-sided marketplace platform connecting Australian homeowners with tradies and home improvement professionals. The core product includes a free consumer platform (hipages app) for homeowners to browse directories, post jobs, and receive quotes, alongside a subscription-based service (hipages for business / TradieCore app) for tradies providing lead generation and job management tools. The platform also offers supplementary services including hipages energy (auto-switching electricity service) and cost guides/calculators. The platform covers 900+ service categories across all Australian states and territories.

Differentiator

Problem solved

Functional benefit

Brands

• hipages energy: Auto-switching energy service offering households a guaranteed 20% saving in their first year.
• hipages for business
• TradieCore

Products and services

• hipages Marketplace Platform Core online two-sided marketplace platform connecting Australian homeowners with verified tradies across 900+ service categories. Households can browse the directory, post jobs, receive up to three quotes, and access cost guides, calculators and an AI assistant for home improvement guidance.
• hipages Consumer App Free all-in-one mobile app for homeowners and renters to plan jobs, search tradies, post jobs, connect with businesses, review quotes, manage job status, and communicate via message center. Available on iOS and Android.
• hipages for Business Subscription-based platform for tradies and home improvement businesses providing lead generation, job management, scheduling, invoicing, and payment features. Includes tiered membership plans differentiated by lead credits, postcodes and account support, with monthly or annual billing.
• hipages for Business App (TradieCore) All-in-one mobile app for tradies to receive job leads, communicate with customers, send estimates and quotes, schedule appointments, invoice clients, and collect payments. Available on iOS and Android.
• hipages energy Auto-switching energy service offering Australian households and tradies guaranteed 20% savings on electricity bills in their first year. Works with a panel of 13 energy retailers via the Open Energy platform built on the Consumer Data Rights (CDR) framework.
• hipages Cost Guides and Calculators 400+ regularly updated cost guides covering Australian pricing for renovations, essential services, and specialist trades, plus 10+ interactive cost calculators (renovations, building, solar installation, painting, flooring) and 1,000+ educational resources to help households plan projects.

Quantifiable outcome

• New job lead posted every 25 seconds on average
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• XerocoreTechnology or IntegrationAccounting software integration allowing tradies to keep invoicing up-to-date for accounting purposes. hipages job management syncs with Xero accounting.
• MYOBcoreTechnology or IntegrationAccounting software integration for tradies using MYOB to manage their business finances alongside hipages lead and job management.
• QuickBookscoreTechnology or IntegrationIntegration with QuickBooks accounting software enabling seamless financial management for tradies on the hipages platform.
• StripecoreTechnology or IntegrationIntegrated payment processing within hipages for business app and web platform, enabling tradies to invoice and collect payments from customers.
• FiskilcoreTechnology or IntegrationAccredited data recipient under Consumer Data Rights (CDR) framework. Fiskil securely transfers energy data and compares plans with other energy providers. Accredited by ACCC.
• CIMETcoreTechnology or IntegrationData representative used by hipages energy to compare energy plans. CIMET acts on behalf of hipages to access energy data under CDR framework.
• 13 energy retailerscoreChannel Partner/ Reseller/ DistributorPanel of 13 energy retailers through the hipages energy Open Energy platform for auto-switching service. hipages receives financial incentives when users sign up through the platform.
• IKEAminorGTM or Marketing Partnerhipages helps brands find quality tradies in Australia. IKEA uses hipages as a partner for connecting customers with tradies.
• BunningsminorGTM or Marketing PartnerBunnings partners with hipages to help customers find quality tradies for home improvement projects.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Airtasker: ASX-listed Australian online marketplace connecting consumers with local taskers and tradies across similar service categories. The most direct head-to-head competitor to hipages in the Australian home services marketplace space, with comparable two-sided marketplace mechanics.
• ServiceSeeking: Australian online marketplace where customers post jobs and receive quotes from tradies and service providers. Directly comparable business model, target customers, and category coverage to hipages — hipages itself runs comparison pages against ServiceSeeking.
• Oneflare: Australian home services marketplace allowing customers to post jobs and receive quotes from local service providers. Directly comparable marketplace mechanics and tradie customer base, also referenced in hipages' own competitive comparison pages.

Regional players

• Builderscrack: New Zealand-based tradie and home services marketplace acquired by hipages in 2021. Operates the same two-sided marketplace model but in NZ rather than Australia, serving as hipages' foothold in an adjacent geography.

Broad incumbents

• TaskRabbit: US-headquartered (now owned by IKEA/Ingka) online and mobile marketplace that connects consumers with local taskers for handyman, cleaning, moving and home services. Closest US-based analog to hipages' tradie marketplace model, with the added relevance of IKEA overlap as a hipages partner.
• Thumbtack: US-based online marketplace connecting customers with local professionals for home improvement, events, lessons and more. Closely comparable marketplace mechanics to hipages with a similar category breadth and lead-generation business model, though operating at substantially larger US scale.
• Angi: US publicly-listed home services marketplace (formerly Angie's List) connecting homeowners with pre-screened local service professionals. Directly comparable two-sided marketplace and lead-gen model to hipages, operating at materially larger US scale.
• HomeAdvisor: US home services marketplace (now part of Angi Inc.) connecting homeowners with screened local pros for home improvement, maintenance and repair. Comparable marketplace and lead-generation business model to hipages, though at much larger scale and US-only geography.

Emerging players

• Houzz: Global home design and improvement platform with integrated marketplace connecting homeowners with design professionals and tradespeople. Comparable to hipages in target audience (homeowners planning projects) and content-plus-marketplace flywheel, though broader in editorial scope.
• Porch: US home services platform connecting homeowners with local professionals for home improvement projects, with adjacent software tools for pros. Comparable to hipages' tradie marketplace plus workflow software combination (mirroring hipages for business / TradieCore).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hipages
• YouTubeyoutube.com/@hipagestv
• Facebookfacebook.com/hipages
• LinkedInlinkedin.com/company/hipages-group
• Instagraminstagram.com/hipages
• TikToktiktok.com/@hipages
• Pinterestpinterest.com/hipages

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors5 records

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

M&A2 records

Investments1 record

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

Frequently asked questions about hipages