HelloToby
HelloToby is a Hong Kong-based two-sided online services marketplace founded in 2016, connecting local consumers with roughly 80,000 vetted small businesses and freelancers across home, beauty, education, renovation, fitness, and event services, via web and mobile app with embedded AlipayHK distribution.
- Company typePrivate
- Founded2016
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What HelloToby does
HelloToby is a Hong Kong-based online services marketplace founded in 2016 that connects local consumers with vetted small businesses and independent freelancers across approximately 40 service categories, including home services, beauty and wellness, education, renovation and repair, sports and fitness, business and IT services, weddings, and events. The platform operates as a two-sided marketplace where end users browse, compare customized quotes or fixed upfront prices, and book professionals via the web, iOS, or Android (the mobile app has accumulated approximately 5.6K reviews). At scale, the company reports a supply base of roughly 80,000 listed service providers. The legal entity is HelloToby Technology Limited, headquartered in Hong Kong, with a staff headcount of 11-50 employees.
The company monetizes through marketplace commissions on transactions facilitated between consumers and service providers, supplemented by subscription-style listing/membership fees paid by providers (notably a Monthly Pass product). Distribution is multi-channel: a proprietary website and native mobile apps are complemented by a distribution partnership with AlipayHK, in which booking flows for top-rated home services are embedded directly into the AlipayHK super-app. Additional commercial partnerships include Bowtie Insurance (offering customized health coverage exclusively to Toby freelancers) and the Live Young rewards program (co-marketing with vouchers and welcome offers). Go-to-market is therefore a horizontal marketplace model focused exclusively on the Hong Kong consumer and SMB-services economy, without disclosed geographic or vertical expansion outside Hong Kong.
Leadership consists of co-founder and CEO Jason Zheng and co-founder and Executive Chairman Carl Wu. No parent company, institutional investors, M&A activity, regulatory actions, or patents are disclosed in the available data. HelloToby remains a privately held, independent operator.
HelloToby firmographics
Firmographics- Name
- HelloToby
- Legal name
- HelloToby Technology Limited
- Website
- https://hellotoby.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- HelloToby is a Hong Kong-based two-sided online services marketplace founded in 2016, connecting local consumers with roughly 80,000 vetted small businesses and freelancers across home, beauty, education, renovation, fitness, and event services, via web and mobile app with embedded AlipayHK distribution.
- Ownership category
- akta.pro rank
HelloToby industry classification
Industry- Product category
- Online Services Marketplace
- akta.pro primary industry
- Local Services & Experiences Generalist Marketplaces (CRAFAAAD)
- akta.pro secondary industry
- Local Experiences & Event Services Marketplaces (Photographers, Caterers, DJs) (BPAMAHAK)
Keywords
Where HelloToby is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
HelloToby business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Operations, Personnel
Revenue model
- Service Marketplace Commission: Platform charges commission on transactions between service providers and customers booking through the Toby platform
- Listing Fees for Service Providers: Small businesses and freelancers pay to list their services on the Toby platform to reach customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Consumer booking platform - free for customers to use |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
HelloToby product offering
Product offeringCore offering
HelloToby runs a two-sided online marketplace that connects Hong Kong consumers with local service providers across categories including home services, beauty, education, renovation, fitness, events, and business services. The platform aggregates more than 80,000 service partners and provides quote comparison, booking, reviews, and a dedicated Pro Platform for providers.
Product overview
HelloToby is a multi-sided services marketplace platform operating in Hong Kong, connecting consumers with local service providers across 40+ service categories including home services, beauty & wellness, education & learning, renovation & repair, business & IT, events, and more. The platform comprises a consumer-facing marketplace (web and mobile app), a service provider network (Pro Platform for 80K+ freelancers and small businesses), and enterprise partnership options for B2B integrations. The company also offers a Monthly Pass subscription for service providers.
Differentiator
Problem solved
Functional benefit
Products and services
- HelloToby Services Marketplace
- HelloToby Pro Platform
- HelloToby Mobile App
- HelloToby Enterprise / Company Partnership
Quantifiable outcome
- Platform connects 80K+ small businesses and freelancers with Hong Kong consumers
Companies that use HelloToby
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
HelloToby technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
HelloToby partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AlipayHKcoreBooking top-rated home services directly in the AlipayHK Mobile App. This integration allows AlipayHK users to access Toby services without leaving the partner app.
- Bowtie InsuranceminorOffering customized health coverages for Toby's freelancers exclusively with Bowtie Insurance. Provides exclusive insurance products for service providers on the Toby platform.
- Live Young Rewards ProgramminorThe Live Young rewards program partnered with Toby for joint promotion. New members can earn $80 welcome offer and use coins to redeem Toby $100 e-voucher.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
HelloToby competitors and assessment
Company assessmentDirect peers
- Handy: US-based platform for booking pre-vetted home service professionals (cleaning, handyman, moving) with fixed upfront pricing. Mirrors HelloToby's fixed-price home services offering and vetted-pro positioning.
- Thumbtack: US-based marketplace that lets consumers find and price-compare local professionals across home, events, lessons, and wellness. Operates an analogous lead-generation / quote-comparison model similar to HelloToby's custom-quote mechanic.
- TaskRabbit: Two-sided marketplace that connects consumers with local freelance service providers for home tasks, cleaning, moving, and handyman work. Closest US analog to HelloToby's horizontal local services model.
- Angi (formerly Angie's List): US home services marketplace connecting consumers with pre-screened local pros for home repair, remodeling, and maintenance. Highly comparable on the home-services vertical and on provider-lead monetization.
- Urban Company (formerly UrbanClap): Asia-headquartered (India) marketplace offering home services, beauty, and wellness from vetted professionals. Closest large-scale Asia peer given multi-category breadth and similar target customer profile.
- Porch: US home services marketplace where homeowners can find and book local pros across maintenance, renovation, and repair. Comparable on the home-vertical lead-gen model that is central to HelloToby's category mix.
Broad incumbents
- Yelp: Established US local-business discovery platform that surfaces services professionals across many categories with reviews and quoting. Broader incumbent whose local-services monetization overlaps with HelloToby's marketplace model.
Regional players
- Recommend.my (formerly Kaodim): Malaysia-based local services marketplace covering home, events, wellness, and lessons — same horizontal model and Southeast Asian operating context as HelloToby, providing a relevant regional comp.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HelloToby social profiles
Digital presenceHelloToby financial estimates
Financial estimateRevenue estimate
Valuation estimate
HelloToby leadership team
Management profileNumber of profiles
Profiles2 records
HelloToby funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HelloToby 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 HelloToby
What does HelloToby do?
HelloToby runs a two-sided online marketplace that connects Hong Kong consumers with local service providers across categories including home services, beauty, education, renovation, fitness, events, and business services. The platform aggregates more than 80,000 service partners and provides quote comparison, booking, reviews, and a dedicated Pro Platform for providers.
Is HelloToby a public or private company?
HelloToby is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HelloToby founded?
HelloToby was founded in 2016. It employs 51 to 100 people.
Where is HelloToby based?
HelloToby is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does HelloToby make money?
Two revenue lines are on record. Service Marketplace Commission is the primary driver. The others are listing Fees for Service Providers.
Who are HelloToby's main competitors?
Direct peers on record are Handy, Thumbtack, TaskRabbit, Angi (formerly Angie's List), Urban Company (formerly UrbanClap) and Porch. Yelp is listed as a broad incumbent. Recommend.my (formerly Kaodim) is listed as a regional player.
Does HelloToby have an API?
No public API is recorded for HelloToby.
What industry is HelloToby in?
HelloToby's product category is Online Services Marketplace. Its primary akta.pro industry code is CRAFAAAD, Local Services & Experiences Generalist Marketplaces, with a secondary code of BPAMAHAK, Local Experiences & Event Services Marketplaces (Photographers, Caterers, DJs).