ServiceWhale
ServiceWhale is a B2B2C e-commerce platform connecting home improvement manufacturers, contractors, and homeowners through white-labeled contractor directories and a patent-pending configure-price-quote system that generates instant online quotes without onsite visits.
- Company typePrivate
- Founded2014
- HeadquartersFeasterville Trevose, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What ServiceWhale does
ServiceWhale, Inc. is a privately held B2B2C e-commerce platform founded in 2014 and headquartered in the Philadelphia area (Feasterville Trevose), with 11-50 employees. The company operates a cloud-based marketplace that connects home improvement enterprises (manufacturers such as Bradford White, Noritz, GE Appliances, Kohler, IKO, Delta Faucet, Haier, Mohawk, Pergo, Karastan, Essency), independent contractors (plumbing, HVAC, roofing, flooring, and related trades), and homeowners through white-labeled contractor directories embedded on enterprise brand websites. ServiceWhale's core technology is a patent-pending configure-price-quote (CPQ) platform that allows contractors to preload service pricing once and generate thousands of automated quotes without onsite visits, addressing a pain point where homeowners otherwise spend approximately 30 hours gathering comparable prices and contractors win only about 30% of onsite estimates.
The platform's product surface includes Advanced Contractor Profiles (2.4x more leads per profile visit than non-interactive profiles), online quoting, virtual estimates, live messaging, online booking, schedule visits, call requests, an integrated Sales CRM with mobile reminders, and embeddable website widgets for contractor sites. The company monetizes through (1) enterprise directory licensing on multi-year subscription contracts with manufacturers, (2) monthly contractor profile subscriptions for premium placement on brand directories, and (3) transaction-based lead generation fees tied to contractor outcomes (54% average lead conversion rate, 25%-80% range). Distribution combines enterprise field sales to manufacturers with a product-led growth motion for contractors via self-serve profile creation.
Go-to-market spans three layers: enterprise manufacturers seeking channel partner expansion and consumer data insights; home service contractors seeking qualified leads and remote quoting capabilities; and homeowners seeking transparent upfront pricing and vetted contractors. The company's roadmap includes an 'AI Support' omnichannel bot for chat, SMS, and voice that would automate intake, product recommendation, appointment scheduling, and quote generation, though this feature is not yet generally available. ServiceWhale has raised approximately $2.5M across two 2015 funding rounds (a $1.5M round in March 2015 and a $1M seed in December 2015), with no publicly disclosed subsequent financing.
ServiceWhale firmographics
Firmographics- Name
- ServiceWhale
- Legal name
- ServiceWhale, Inc.
- Website
- https://servicewhale.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ServiceWhale is a B2B2C e-commerce platform connecting home improvement manufacturers, contractors, and homeowners through white-labeled contractor directories and a patent-pending configure-price-quote system that generates instant online quotes without onsite visits.
- Ownership category
- akta.pro rank
ServiceWhale industry classification
Industry- Product category
- Home Improvement Contractor Directory Software
- NAICS
- All Other Business Support Services (561499)
- SIC
- Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- Home Services Coordination & Vendor Management (HSACAIAI)
- akta.pro secondary industry
- Agent of Record (AOR) / Contractor Engagement Services (BPACAGAB)
Keywords
Where ServiceWhale is headquartered
LocationHeadquarters
- HQ city
- Feasterville Trevose
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ServiceWhale business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Enterprise Directory Licensing: ServiceWhale provides white-labeled contractor directory solutions to enterprise manufacturers (Bradford White, Noritz, GE Appliances, Kohler, etc.) who host the directories on their websites to connect consumers with their contractor networks.
- Contractor Profile Subscriptions: Contractors pay for premium profile listings on enterprise brand directories, generating qualified leads and online quoting capabilities. The platform enables contractors to generate quotes completely for free, but paid profiles provide enhanced visibility.
- Lead Generation Fees: Contractors receive leads through the platform and pay based on lead volume or value. Performance statistics show 2.4x more leads per profile visit and 25-80% lead conversion rates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise Directory Solution |
| Subscription | Monthly | Contractor Premium Profile |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
ServiceWhale product offering
Product offeringCore offering
ServiceWhale operates a B2B2C e-commerce platform that connects home improvement manufacturers (enterprises), licensed contractors, and homeowners through white-labeled contractor directories, online configure-price-quote technology, and lead generation. Enterprise manufacturers (Bradford White, Noritz, GE Appliances, Kohler, IKO, Delta, Mohawk, etc.) host ServiceWhale-powered contractor finder directories on their own websites; contractors pay for advanced profiles and receive qualified leads; homeowners get instant online quotes without onsite visits.
Product overview
ServiceWhale is a unified B2B2C e-commerce platform connecting enterprises, contractors, and consumers in the home improvement sector. The core platform consists of the ServiceWhale Platform itself, which includes Contractor Finder Directories (hosted on enterprise partner websites such as Bradford White, Noritz, IKO, GE Appliances, Delta, Haier, Kohler, Mohawk, Pergo, and Karastan), Advanced Contractor Profiles, and website widgets. Key product capabilities include Online Quoting (configurable pricing for projects including products and labor), Virtual Estimates, Live Messaging, Online Booking, and Schedule Visit features. Additional modules include an integrated Sales CRM with Reminders, Website Widgets for contractor websites, and AI Support (omnichannel AI bot for chat/SMS/voice). The platform supports multiple service categories: Heating & Cooling, Water Heaters, Flooring, Roofing, Windows & Doors, Bathroom, Kitchens, Siding, Painting, Electrical, and Decks & Porches.
Differentiator
Problem solved
Functional benefit
Brands
- WORX Directory: A contractor directory powered by ServiceWhale, as mentioned for IKO North America roofers
- Contractor Finder
Products and services
- ServiceWhale Platform The core online platform that connects service providers (contractors) with service consumers (homeowners) seeking home improvement products and services. Includes white-labeled contractor directories, advanced contractor profiles, embedded website widgets, and integrated CRM tools, sold to enterprise manufacturers and contractors.
- Contractor Finder Directory A white-labeled contractor directory hosted on enterprise partner websites (Bradford White, Noritz, IKO, GE Appliances, Delta, Haier, Kohler, Essency) that lets homeowners search for and connect with licensed, vetted contractors representing specific brands. Generates 2.4x more leads per profile visit than non-interactive profiles.
- ServiceWhale Advanced Profiles Interactive contractor profiles that allow customers to engage contractors, generate job requests, and receive custom online quotes. Sold as a premium subscription on enterprise directories; generate 2.4x more leads per profile visit than profiles without interactive tools.
- WORX Directory A sub-brand contractor directory powered by ServiceWhale technology, branded as WORX for IKO North America, connecting homeowners with IKO-certified roofing contractors for installation and replacement projects.
- Enterprise Directory Licensing B2B white-label licensing of ServiceWhale's contractor directory and quoting technology to enterprise manufacturers, who host the directories on their own websites. Sold on multi-year contracts with customized pricing; expands channel partner networks, captures customer interaction data, and drives qualified leads to certified installers.
Quantifiable outcome
- 2.4x more leads per profile visit compared to profiles without interactive tools
- +6 more outcomes
Companies that use ServiceWhale
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
ServiceWhale technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability5 records
Feature5 records
ServiceWhale partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- Bradford White CorporationcoreBradford White hosts ServiceWhale-powered contractor finder directories on their website, connecting homeowners with certified Bradford White water heater installers. The partnership generates high-quality leads with over 90% close rate reported by contractors.
- Noritz CorporationcoreNoritz tankless water heater manufacturer partners with ServiceWhale to provide consumers access to certified Noritz installers. Partnership aims to lower barrier to entry for end-users and provide more qualified leads for loyal contractors.
- GE AppliancesmajorGE Appliances hosts ServiceWhale contractor directories to connect customers with certified HVAC and plumbing contractors for installation and service.
- IKO North AmericamajorIKO roofing manufacturer partners with ServiceWhale for WORX Directory powered by ServiceWhale, connecting homeowners with IKO-certified roofing contractors.
- Delta Faucet CompanymajorDelta Faucet provides ServiceWhale-powered contractor finder directory for certified professional contractors experienced with Delta products.
- KohlermajorKohler hosts ServiceWhale directory to connect customers with local plumbing professionals for Kohler faucet, shower, toilet, and fixture installation and repair.
- Haier AppliancesmajorHaier provides ServiceWhale-powered dealer locator for HVAC contractors to service Haier appliances.
- Mohawk FlooringmajorMohawk Flooring dealer locator powered by ServiceWhale connects customers with local Mohawk retailers for flooring purchase and installation quotes.
- Pergo FlooringmajorPergo flooring dealer locator enables customers to connect with local retailers for Pergo flooring products and installation quotes.
- Karastan FlooringminorKarastan flooring dealer locator for customers seeking Karastan carpet and flooring products with local retailer connections.
- Essency HomeminorEssency on-demand tank water heater installer directory connecting customers with certified servicers.
- StripecoreStripe is used as PCI Level 1 certified payment gateway for processing credit card transactions securely. ServiceWhale does not store credit card information on its servers.
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
ServiceWhale competitors and assessment
Company assessmentDirect peers
- Porch: Home services platform connecting homeowners with contractors and offering software tools for pros. Comparable in target market (home improvement) and B2B2C GTM.
- Thumbtack: Online marketplace where homeowners find and price home improvement, remodeling and repair professionals. Competes head-to-head on instant quoting and contractor discovery.
- Angi (formerly Angie's List): Largest US home services marketplace connecting homeowners with local contractors for projects across plumbing, HVAC, roofing and remodeling. Directly comparable in serving both homeowners seeking quotes and contractors seeking leads.
- Modernize: Online home improvement marketplace focused on connecting homeowners with contractors across roofing, windows, HVAC and solar. Comparable category, customer segments and lead-gen model.
- BuildZoom: Online marketplace for general contractors and remodeling projects, allowing homeowners to request bids and compare quotes. Closely comparable on online-quote-driven home improvement lead-gen.
- HomeAdvisor: Home services marketplace owned by Angi Inc. that matches homeowners with prescreened local service professionals. Operates a virtually identical lead-generation and pro-matching model to ServiceWhale.
- Networx: Home improvement lead-generation network matching homeowners with contractors for remodeling, roofing, HVAC and more. Directly comparable contractor-matching model.
- Houzz: Home design platform with marketplace and directory of home improvement pros (Houzz Pro). Comparable in connecting homeowners with contractors and providing project-cost tools.
Broad incumbents
- Yelp: General local-business review platform that has expanded into home services lead generation (Yelp Request-a-Quote). Comparable as an incumbent consumer-discovery channel for contractors, though broader than ServiceWhale.
- Google Local Services Ads: Google's pay-per-lead home services ads product connecting screened local pros with searchers. Major incumbent in the same lead-gen category, distributing through Google Search rather than manufacturer sites.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
ServiceWhale social profiles
Digital presenceServiceWhale financial estimates
Financial estimateRevenue estimate
Valuation estimate
ServiceWhale leadership team
Management profileNumber of profiles
Profiles2 records
ServiceWhale funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ServiceWhale M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ServiceWhale
What does ServiceWhale do?
ServiceWhale operates a B2B2C e-commerce platform that connects home improvement manufacturers (enterprises), licensed contractors, and homeowners through white-labeled contractor directories, online configure-price-quote technology, and lead generation. Enterprise manufacturers (Bradford White, Noritz, GE Appliances, Kohler, IKO, Delta, Mohawk, etc.) host ServiceWhale-powered contractor finder directories on their own websites; contractors pay for advanced profiles and receive qualified leads; homeowners get instant online quotes without onsite visits.
Is ServiceWhale a public or private company?
ServiceWhale is a private company. It is classified as venture growth investor backed and is currently operating.
When was ServiceWhale founded?
ServiceWhale was founded in 2014. It employs 11 to 50 people.
Where is ServiceWhale based?
ServiceWhale is headquartered in Feasterville Trevose, United States, in the North America region.
How does ServiceWhale make money?
Three revenue lines are on record. Enterprise Directory Licensing is the primary driver. The others are contractor Profile Subscriptions and lead Generation Fees.
Who are ServiceWhale's main competitors?
Direct peers on record are Porch, Thumbtack, Angi (formerly Angie's List), Modernize, BuildZoom, HomeAdvisor, Networx and Houzz. Broad incumbents are Yelp and Google Local Services Ads.
Does ServiceWhale have an API?
No public API is recorded for ServiceWhale.
What industry is ServiceWhale in?
ServiceWhale's product category is Home Improvement Contractor Directory Software. Its primary akta.pro industry code is HSACAIAI, Home Services Coordination & Vendor Management, with a secondary code of BPACAGAB, Agent of Record (AOR) / Contractor Engagement Services. Its NAICS code is 561499 and its SIC code is 8744.