SERP
SERP operates serp.co, a curated directory of 3,400+ software and AI tools, and develops browser extensions for video downloading and AI-assisted note-taking, serving individual consumers and SMBs globally via freemium and subscription models.
- Company typePrivate
- Founded2019
- HeadquartersPasadena, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What SERP does
SERP is a Pasadena, California-based private technology company founded in 2019 by Devin Schumacher and Sage Mauk. The company operates serp.co, a curated directory of more than 3,400 software products, AI tools, companies, and resources organized across 335+ featured listings and 100+ category pages spanning AI Advertising, AI Agents, Video Downloaders, SEO tools, SaaS directories, and adjacent segments. The directory is free to use and SEO-optimized (Domain Rating 78), functioning as the company's primary discovery surface and traffic engine.
The company's proprietary technology centers on browser-extension architectures that perform client-side HLS-to-MP4 conversion, automatic stream detection, chunked downloading with retry logic, and quality selection for video downloading across multiple site-specific extensions (123Movies Downloader, SERP Video Downloader, M3U8 Stream Downloader, Zbporn Video Downloader). Supporting products include the Notes markdown browser extension with an AI writing assistant, dr.serp.co (a free Domain Rating checker), serp.ai (AI-focused listings), the SERP API and Google SERP API, and the serp.ly URL shortener. Distribution is entirely self-serve through the Chrome Web Store, GitHub releases, and SERP's own extension marketplace.
Revenue mechanics rely on a freemium model: three free downloads per extension, followed by a paid monthly subscription for unlimited usage, plus a free directory with no explicit transaction or listing fees documented. SERP is bootstrapped with 11-50 employees, no external institutional funding, no disclosed revenue, and serves a global, long-tail customer base of individual consumers and SMBs.
SERP firmographics
Firmographics- Name
- SERP
- Legal name
- SERP
- Website
- https://serp.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SERP operates serp.co, a curated directory of 3,400+ software and AI tools, and develops browser extensions for video downloading and AI-assisted note-taking, serving individual consumers and SMBs globally via freemium and subscription models.
- Ownership category
- akta.pro rank
SERP industry classification
Industry- Product category
- Software Directory and Developer Tools
- NAICS
- Software Publishers (5132), Web Search Portals and All Other Information Services (519290)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Meta-Search & Search Aggregators (BPAMAAAC)
- akta.pro secondary industries
- Enterprise Search, Indexing & Content Discovery (HDAEAGAH), SEO Content Strategy & Production (Topic Research, Editorial Planning) (BPAFAJAH)
Keywords
Where SERP is headquartered
LocationHeadquarters
- HQ city
- Pasadena
- HQ country
- United States
- HQ region
- North America
Markets served
SERP business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Browser Extension Subscriptions: Paid subscription model for browser extensions providing unlimited video downloads after 3 free trial downloads. Users pay for unlimited access to download functionality.
- Directory Platform: Free directory platform with featured product listings and organic traffic generation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free trial with 3 downloads |
| Subscription | Monthly | Paid subscription for unlimited downloads |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
SERP product offering
Product offeringCore offering
SERP operates a curated software and AI tools directory platform (serp.co) cataloging 3,422+ products across hundreds of categories, alongside a suite of proprietary browser extensions for video downloading (HLS to MP4 conversion, multi-site video downloader), productivity tools (Notes with AI writing assistant), a Domain Rating checker (dr.serp.co), and a SERP API for search results data. The company distributes these extensions through the Chrome Web Store, GitHub, and its own extensions platform, offering freemium access with paid subscriptions for unlimited downloads.
Product overview
SERP operates as a comprehensive software and AI tools directory platform with serp.co as its primary product, listing 3,422+ software products, AI tools, companies, and resources across 335+ featured items. The platform also distributes browser extensions for video downloading through extensions.serp.co, including the 123Movies Video Downloader, SERP Video Downloader, and M3U8 Stream Downloader. Supporting tools include dr.serp.co for domain rating checks, serp.ai for AI-focused listings, apps.serp.co for applications, and serp.ly for URL shortening. The Notes browser extension provides markdown note-taking with AI writing assistance. Together, these products form a product discovery and tool distribution ecosystem serving developers and end users.
Differentiator
Problem solved
Functional benefit
Brands
- SERP Apps: Application platform under the SERP network for browser extensions and downloadable tools.
- SERP Extensions
- SERPX
- SERP AI
- dr.serp.co
Products and services
- SERP Directory (serp.co) A searchable directory of 3,422+ software products, AI tools, companies, and resources organized across 335+ featured listings and numerous category pages including AI Advertising, AI Agents, Video Downloaders, SEO tools, and more. Used by individuals and researchers to discover, compare, and evaluate software tools.
Quantifiable outcome
- 3 free downloads included with each extension trial
Companies that use SERP
Customer profileSegments2 records
Ideal customer profiles3 records
SERP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
SERP partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
SERP competitors and assessment
Company assessmentBroad incumbents
- G2: G2 is the largest B2B software and AI tool marketplace, offering verified reviews and discovery. SERP's directory platform competes in the same software/AI tool discovery category but at a much smaller scale.
- Capterra: Capterra is a long-standing software directory and review platform owned by Gartner. It directly overlaps SERP's directory functionality for software buyers researching tools.
- GetApp: GetApp is a software discovery and comparison site owned by Gartner (sister to Capterra). It overlaps SERP's directory for SMB and consumer software buyers.
Direct peers
- Product Hunt: Product Hunt is a product discovery platform where new software and AI tools are launched and upvoted. SERP's curated AI and software directory competes for the same software-discovery intent.
- AlternativeTo: AlternativeTo is a crowdsourced software directory that lets users find alternatives to applications. SERP's category-organized software directory targets a similar use case of comparing and discovering tools.
- There's An AI For That: There's An AI For That is the largest dedicated AI tools directory. SERP's AI sub-vertical (serp.ai) and the extensive AI categories in serp.co compete directly for AI-tool discovery traffic.
- Futurepedia: Futurepedia is an AI tools directory with a similar curation approach and category structure to SERP's AI-focused listings, targeting the same software-buyer audience.
- 4K Video Downloader: 4K Video Downloader is a leading desktop and browser-based tool for downloading videos from streaming sites. SERP's HLS/MP4 downloader extensions target the same use case.
- StreamFab: StreamFab is a video downloader suite that supports multiple streaming platforms with quality selection. SERP's SERP Video Downloader competes for the same multi-site download use case.
Regional players
- Ahrefs: Ahrefs is a leading SEO toolset including domain authority/rating checking — overlapping with SERP's dr.serp.co free tool — but serves a more professional SEO audience at premium price points.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SERP social profiles
Digital presenceSERP financial estimates
Financial estimateRevenue estimate
Valuation estimate
SERP leadership team
Management profileNumber of profiles
Profiles2 records
SERP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SERP M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SERP
What does SERP do?
SERP operates a curated software and AI tools directory platform (serp.co) cataloging 3,422+ products across hundreds of categories, alongside a suite of proprietary browser extensions for video downloading (HLS to MP4 conversion, multi-site video downloader), productivity tools (Notes with AI writing assistant), a Domain Rating checker (dr.serp.co), and a SERP API for search results data. The company distributes these extensions through the Chrome Web Store, GitHub, and its own extensions platform, offering freemium access with paid subscriptions for unlimited downloads.
Is SERP a public or private company?
SERP is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SERP founded?
SERP was founded in 2019. It employs 11 to 50 people.
Where is SERP based?
SERP is headquartered in Pasadena, United States, in the North America region.
How does SERP make money?
Two revenue lines are on record. Browser Extension Subscriptions are the primary driver. The others are directory Platform.
Who are SERP's main competitors?
Broad incumbents on record are G2, Capterra and GetApp. Direct peers are Product Hunt, AlternativeTo, There's An AI For That, Futurepedia, 4K Video Downloader and StreamFab. Ahrefs is listed as a regional player.
Does SERP have an API?
Yes. SERP offers a SERP API product and a Google SERP API for accessing search engine results data. These are listed as distinct API products within the directory, enabling developers to programmatically access SERP data and search results. Developer documentation is at serp.co/products/best/serp-api.
What industry is SERP in?
SERP's product category is Software Directory and Developer Tools. Its primary akta.pro industry code is BPAMAAAC, Meta-Search & Search Aggregators, with a secondary code of HDAEAGAH, Enterprise Search, Indexing & Content Discovery. Its NAICS code is 5132 and its SIC code is 7372.