ServiceMarket
ServiceMarket is a UAE online marketplace connecting customers in Dubai, Abu Dhabi, and Sharjah with vetted third-party providers across 25+ home services including cleaning, moving, maintenance, salon, health, and pet services.
- Company typePrivate
- Founded2013
- HeadquartersDubai, United Arab Emirates
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What ServiceMarket does
ServiceMarket is a UAE-based online marketplace that connects residential and commercial customers in Dubai, Abu Dhabi, and Sharjah with vetted, licensed third-party providers across more than 25 home service categories. Founded in 2013 and operating under the legal entity Service Souk DMCC, the platform serves individual homeowners and tenants as its primary segment, with a secondary commercial customer base served via annual maintenance contracts and recurring engagements. Service categories span moving and storage (including international moves to Australia, Canada, India, Lebanon, the UK, and the USA), cleaning, maintenance and handyman, salon and spa at home, AC services, health at home (blood tests, doctor-on-call, nursing, physiotherapy, IV drip, flu vaccination), pest control, gardening, nannies and maids, pet services, painting, and car services at home.
The platform is built on a responsive website and native iOS and Android applications, with an operational model in which customers can either book instantly at set prices or request up to five free quotes for comparison-based services such as moving, renovations, and annual contracts. Core technology components include a text-based customer matching algorithm, a verified review system (15,000+ reviews, 4.7-4.8/5 average rating), PCI-DSS-compliant payment processing, and third-party SSO via Google, Facebook, and Apple. ServiceMarket holds Dubai Health Authority License No. 8357061, which underpins its regulated home-health offering.
The business model is a marketplace commission structure in which ServiceMarket aggregates bookings and payments and earns a transaction fee or commission on completed jobs; pricing varies by service type (e.g., AED 129/hour for curtain hanging, AED 365-999 for car window tinting) with annual maintenance contracts at AED 3,000-6,000 and a 20% first-booking promotion for mobile app users. Distribution is primarily self-serve via website, mobile apps, and a multi-quote request system, supplemented by a 7-day contact center for assisted bookings. The company was acquired by UAE telecom major Etisalat by e& in February 2023, giving it access to telecom-scale distribution and capital while it continues to operate under the ServiceMarket consumer brand.
ServiceMarket firmographics
Firmographics- Name
- ServiceMarket
- Legal name
- Service Souk DMCC
- Website
- https://servicemarket.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ServiceMarket is a UAE online marketplace connecting customers in Dubai, Abu Dhabi, and Sharjah with vetted third-party providers across 25+ home services including cleaning, moving, maintenance, salon, health, and pet services.
- Ownership category
- akta.pro rank
ServiceMarket industry classification
Industry- Product category
- Online Home Services Marketplace
- NAICS
- Other Personal Care Services (81219)
- SIC
- Services-Personal Services (7200)
- akta.pro primary industry
- Home Services Marketplaces (Cleaning, Repairs, Handyman) (BPAMAHAE)
- akta.pro secondary industry
- Local Services & Experiences Generalist Marketplaces (CRAFAAAD)
Keywords
Where ServiceMarket is headquartered
LocationHeadquarters
- HQ city
- Dubai
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices3 records
Markets served
ServiceMarket business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Marketplace Commission: ServiceMarket acts as an aggregator platform connecting customers with third-party home service providers. The platform earns revenue by facilitating bookings and potentially taking a commission or transaction fee from service providers for each completed job. Customers pay for services either online via credit/debit card or cash to service professionals.
- Payment Processing: Platform processes payments for booked services, with card charging occurring after service delivery. Payment processors handle transaction processing with PCI-DSS compliance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Curtain Hanging Service - Starting price |
| Subscription | Annual | Annual Maintenance Contracts |
| Usage-based | Pay-as-you-go | Handyman Hourly Rate |
| Unit Pricing | Pay-as-you-go | Car Window Tinting at Home |
| Other | Pay-as-you-go | First Booking Discount |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
ServiceMarket product offering
Product offeringCore offering
ServiceMarket operates an online marketplace platform connecting consumers in the UAE with vetted, licensed third-party providers of 25+ home services, including moving, cleaning, maintenance, handyman, salon, health, pet, gardening, pest control, painting, and car services. Customers can either book services instantly online through the website and mobile apps or request up to five free quotes from multiple providers for comparison, with payment processed through the platform after service delivery.
Product overview
ServiceMarket is a home services marketplace platform operating in Dubai, Abu Dhabi, and Sharjah. The platform connects customers with over 25 different home services from vetted, licensed third-party service providers. Customers can book services directly online or request up to 5 quotes for comparison. The service portfolio spans 14 major categories including Moving & Storage, Cleaning Services, Maintenance & Handyman, Salon at Home, AC Services, Health at Home, Pest Control, Gardening, Nannies and Maids, Pet Services, Painting, and Car Services at Home. The platform is accessible via website and mobile applications (iOS and Android), featuring live customer support 7 days per week.
Differentiator
Problem solved
Functional benefit
Products and services
- Home Services Marketplace Platform Online marketplace connecting consumers in Dubai, Abu Dhabi, and Sharjah with vetted, licensed third-party providers across 25+ home service categories; supports instant online booking and multi-quote comparison.
- Moving and Storage Services Local moving, international moving (to Australia, Canada, India, Lebanon, UK, USA), villa, furniture and office moving, plus storage, self-storage, furniture storage, and car shipping services delivered by third-party providers via the ServiceMarket platform.
- Cleaning Services Home cleaning, deep cleaning, laundry, shoe, sofa, carpet, curtain, mattress, office, water tank, and villa window cleaning delivered by vetted providers via the marketplace.
- Maintenance and Handyman Services Handyman repairs, annual maintenance contracts, building and flooring, carpentry, curtain/blinds hanging, electrician, furniture assembly, light bulbs and spotlights, locksmith, plumbing, and TV mounting delivered via the marketplace.
- Salon at Home Services Women's and men's salon at home, spa and massage, nails, waxing, hair, luxury salon, lashes and brows, and henna services delivered at the customer's home.
- AC Services AC cleaning, AC duct cleaning, AC installation, AC maintenance, and AC repair services delivered by third-party providers.
- Health at Home Services Blood tests at home, doctor on call, nurse at home, flu vaccination, physiotherapy, and IV drip services delivered at the customer's home; licensed by Dubai Health Authority under Service Souk DMCC.
- Pest Control Services General pest control and targeted treatment for mosquitoes, ants, bed bugs, cockroaches, rats and mice, and termites via vetted third-party providers.
- Gardening Services Annual gardening contracts, general gardening, gazebos/decks/porches, grass lawns, landscaping, and swimming pools and water features services.
- Nannies and Maids Services Babysitting and nanny services, plus full-time and part-time maid services sourced through vetted providers.
- Pet Services Pet grooming and mobile vet services delivered at the customer's home.
- Painting Services General interior painting and exterior painting services delivered to homes and offices.
- Car Services at Home Car wash at home, car service at home, and car window tinting at home services, with tiered tinting options starting from AED 365+VAT.
- ServiceMarket Mobile Application Native iOS and Android application providing on-the-go booking of 25+ home services, with promotional offer of 20% off first booking; integrates with Google, Facebook, and Apple for SSO login.
Quantifiable outcome
- 150,000+ happy customers served
- +2 more outcomes
Companies that use ServiceMarket
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles2 records
ServiceMarket technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability3 records
Feature4 records
ServiceMarket partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
ServiceMarket competitors and assessment
Company assessmentDirect peers
- Urban Company (UrbanClap): India-headquartered home services marketplace with active UAE operations providing cleaning, salon, handyman and wellness bookings — directly comparable two-sided marketplace model with vetted providers and online booking.
- Thumbtack: US home services marketplace that lets consumers request quotes from local professionals across hundreds of service categories — highly comparable multi-quote / vetted-pro marketplace model, though larger and earlier-stage in regional rollout.
- Justlife (formerly JustMop): Headquartered in Dubai, Justlife is a home services marketplace offering cleaning, salon, massage and pet care across the UAE and Saudi Arabia — the most direct operational competitor to ServiceMarket in the same category, geography and customer base.
- TaskRabbit: Global online and mobile marketplace connecting consumers with local taskers for cleaning, handyman, moving and home services — the canonical two-sided home services marketplace comparable in product mechanics.
- Filkhedma: Saudi Arabia-based home services marketplace offering cleaning, maintenance and beauty-at-home via vetted providers — directly comparable aggregation model in a neighbouring GCC market.
Broad incumbents
- Angi (formerly Angie's List / Handy): US-based home services lead-generation and booking platform combining Angi Ads, Angi Leads and Handy instant-booking — broader portfolio incumbent with adjacent home-services marketplace capabilities.
- Careem: UAE-headquartered super-app offering ride-hailing, food, payments and a growing home services vertical — a broader MENA incumbent whose expanding services marketplace is a long-tail competitive threat to ServiceMarket.
Regional players
- Mr Usta: Turkish-origin on-demand home services platform connecting customers with vetted tradespeople — regional marketplace with comparable booking and provider-vetting mechanics to ServiceMarket.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ServiceMarket social profiles
Digital presenceServiceMarket compliance and trust
Trust signalCompliance2 records
ServiceMarket financial estimates
Financial estimateRevenue estimate
Valuation estimate
ServiceMarket leadership team
Management profileNumber of profiles
Profiles2 records
ServiceMarket funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ServiceMarket 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 ServiceMarket
What does ServiceMarket do?
ServiceMarket operates an online marketplace platform connecting consumers in the UAE with vetted, licensed third-party providers of 25+ home services, including moving, cleaning, maintenance, handyman, salon, health, pet, gardening, pest control, painting, and car services. Customers can either book services instantly online through the website and mobile apps or request up to five free quotes from multiple providers for comparison, with payment processed through the platform after service delivery.
Is ServiceMarket a public or private company?
ServiceMarket is a private company. It is classified as corporate owned and is currently operating.
When was ServiceMarket founded?
ServiceMarket was founded in 2013. It employs 11 to 50 people.
Where is ServiceMarket based?
ServiceMarket is headquartered in Dubai, United Arab Emirates, in the Middle East region.
How does ServiceMarket make money?
Two revenue lines are on record. Marketplace Commission is the primary driver. The others are payment Processing.
Who are ServiceMarket's main competitors?
Direct peers on record are Urban Company (UrbanClap), Thumbtack, Justlife (formerly JustMop), TaskRabbit and Filkhedma. Broad incumbents are Angi (formerly Angie's List / Handy) and Careem. Mr Usta is listed as a regional player.
Does ServiceMarket have an API?
No public API is recorded for ServiceMarket.
What industry is ServiceMarket in?
ServiceMarket's product category is Online Home Services Marketplace. Its primary akta.pro industry code is BPAMAHAE, Home Services Marketplaces (Cleaning, Repairs, Handyman), with a secondary code of CRAFAAAD, Local Services & Experiences Generalist Marketplaces. Its NAICS code is 81219 and its SIC code is 7200.