hipages Group
hipages Group is an ASX-listed Australian operator of the country's #1 tradie-homeowner marketplace and Tradiecore SaaS, serving 33,000+ tradie businesses and 5+ million Australian users, with a subscription model and adjacent insurance and energy verticals.
- Company typePublic
- Founded2004
- HeadquartersSydney, Australia
- Headcount—
- GTM typeB2B and B2C
- OfferingSoftware
What hipages Group does
hipages Group Holdings Limited (ASX: HPG) operates Australia's largest marketplace connecting homeowners with tradies across residential home improvement, supported by a complementary job-management SaaS product and a growing portfolio of adjacent services. Founded in 2004 by Roby Sharon-Zipser and David Vitek and listed on the ASX in November 2020 with a market capitalization above AUD 300 million, the group runs the hipages brand in Australia, Builderscrack in New Zealand, the Tradiecore / hipages for Business SaaS app, and (in 2025-2026) launched hipages energy and integrated VIZ Insurance. The platform has facilitated over 12 million jobs, serves 33,000+ tradie businesses on the supply side, and has been used by 5+ million Australians on the demand side, generating roughly 100,000+ job posts per month.
The core technology stack centers on a React Native-based mobile application (hipages Tradiecore / hipages for Business) combining lead generation with job management features including quoting, invoicing, scheduling, and customer relationship management. The platform integrates natively with Xero, MYOB, QuickBooks and Stripe, includes license-verified tradie profiles and a Community Feed for social proof, and deploys third-party AI tooling (Sendbird's Delight.ai) for customer-facing communications. hipages operates distributed engineering and operations teams across Sydney, Manila, Christchurch and Ho Chi Minh City, supporting a four-location, multi-country operating model.
The business model has transitioned from a Pay-Per-Lead marketplace to a fully subscription-based SaaS model, with 100% of Australian customers migrated as of FY24 and ARPU reaching AUD 2,497 (up 10%). Subscriptions for tradies represent the dominant revenue stream, complemented by marketplace commissions, embedded insurance distribution via majority-owned VIZ Insurance, accounting/payment integration fees, and emerging household-energy revenue through hipages energy. Go-to-market combines self-serve product-led acquisition for tradies, inside-sales onboarding and account management, enterprise partnerships with IKEA Australia, Bunnings Warehouse, Ray White Concierge and the NSW Department of Education, and traditional performance marketing channels. H1 FY26 revenue reached AUD 44.9 million (+11% YoY), with management guiding to AUD 90-91 million for FY26 at a record 25% EBITDA margin.
hipages Group firmographics
Firmographics- Name
- hipages Group
- Legal name
- hipages Group Holdings Limited
- Website
- https://hipagesgroup.com.au
- Company type
- Public
- Founded year
- 2004
- Operating status
- Operating
- Short description
- hipages Group is an ASX-listed Australian operator of the country's #1 tradie-homeowner marketplace and Tradiecore SaaS, serving 33,000+ tradie businesses and 5+ million Australian users, with a subscription model and adjacent insurance and energy verticals.
- Ownership category
- akta.pro rank
hipages Group industry classification
Industry- Product category
- Home Improvement Marketplace Platform
- NAICS
- Services to Buildings and Dwellings (5617)
- SIC
- Services-To Dwellings & Other Buildings (7340)
- akta.pro primary industry
- Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa) (BPAMAHAF)
Keywords
Where hipages Group is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
hipages Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Tradie Subscription Fees: Subscription-based revenue from tradie businesses subscribing to the hipages platform. The company completed transition to subscription-only model with 100% of Australian customers migrated. ARPU reached $2,497 with 10% growth.
- Tradiecore SaaS Platform: Job management SaaS platform providing quoting, invoicing, and business management tools. Generates recurring revenue with tradies who use both hipages and Tradiecore being four times stickier.
- Marketplace Connections: Revenue generated from connections between tradies and homeowners on the platform. Marketplace connections declined 4% amid subdued consumer activity but remain a core revenue stream.
- Insurance Products (VIZ Insurance): Revenue from embedding insurance products through the majority stake in VIZ Insurance, a digital-first insurance platform serving Australian tradies across 85+ trade occupations. Partner-led channels account for over half of VIZ's income.
- hipages energy: Energy services providing Australians an easier way to save on energy bills, creating new revenue streams through household monetization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription packages for tradies with different levels of service and features |
| Per seat | Annual | Per-seat pricing based on tradie business subscriptions |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels9 records
hipages Group product offering
Product offeringCore offering
hipages Group operates Australia's leading online marketplace connecting homeowners with tradies for home improvement, repairs and renovations, supported by a subscription-based SaaS platform (hipages for Business / Tradiecore) for tradie job management including quoting, invoicing and scheduling. The platform serves 33,000+ tradie businesses and over 5 million Australian users, with the New Zealand Builderscrack marketplace extending its Trans-Tasman reach, complemented by hipages energy comparison and embedded VIZ Insurance products.
Product overview
hipages Group operates as a multi-brand platform company serving the Australia and New Zealand residential trade sector. The core offering consists of the hipages marketplace platform (connecting tradies with homeowners), complemented by the Builderscrack brand in New Zealand. The product portfolio has evolved from a pure marketplace to an integrated SaaS platform combining lead generation (hipages) with business management tools (hipages for Business, formerly Tradiecore), plus ancillary services including energy comparison (hipages energy) and insurance products through the VIZ Insurance partnership. The platform transition to a subscription-based SaaS model was completed in FY26.
Differentiator
Problem solved
Functional benefit
Brands
- hipages: The #1 place to connect with tradies to simplify home improvement. Platform where homeowners post jobs and get matched with local trusted tradies.
- Builderscrack
- Tradiecore
- hipages energy
Products and services
- hipages marketplace platform Australia's #1 online marketplace connecting homeowners with trusted local tradies for home improvement, repairs and renovations. Homeowners post jobs free of charge and receive quotes from licensed, vetted tradies; tradies subscribe to access qualified leads and use the integrated Tradiecore job management suite.
- Builderscrack New Zealand's leading home repair and renovation marketplace connecting homeowners with verified tradies for over 18 years, offering subscription packages for tradies to access leads and manage their online reputation.
- hipages for Business (formerly Tradiecore) Job management SaaS platform for tradies providing quoting, invoicing, scheduling and customer relationship management, integrated with Xero, MYOB, QuickBooks and Stripe. Saves tradies approximately 5 minutes per quote and 3-4 hours per week on administration.
- hipages energy Energy comparison and savings service that helps Australians find easier ways to save on their household energy bills, creating a new household monetisation revenue stream for the group.
- VIZ Insurance (embedded tradie insurance) Digital-first insurance platform serving Australian tradies across more than 85 trade occupations, with partner-led channels accounting for over half of its income. Embedded into the hipages platform to deepen tradie engagement and create new revenue streams.
Quantifiable outcome
- Time-to-fill reduced by 38% (from 49 to 31 days) between FY24 and FY25
- +7 more outcomes
Companies that use hipages Group
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
hipages Group 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
Feature8 records
hipages Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and flagship.
- GreenhousecoreDecade-long partnership with Greenhouse hiring platform. Data-driven recruitment framework reduced hipages' time-to-fill by 38% (from 49 to 31 days) between FY24 and FY25, increased Quality of Hire scores by 10%, and saved estimated $2.8 million AUD in recruitment agency fees. Partnership supported acquisition of Builderscrack and expansion into Philippines and Vietnam.
- VIZ Insurancecorehipages acquired majority stake in VIZ Insurance, a digital-first insurance platform serving Australian tradies across 85+ trade occupations. Acquisition enables hipages to embed insurance products into platform, deepening customer engagement and creating new revenue streams. Partner-led channels account for over half of VIZ's income.
- SendbirdcoreGlobal communication platform company providing AI concierge service 'Delight.ai' for improved customer response rates. hipages Group uses this technology for AI-powered customer communication, reporting improved operational efficiency.
- BuilderscrackflagshipAcquired New Zealand's leading tradie marketplace, Builderscrack. Founded 2007 by Jeremy Wyn-Harris, grown to NZ$250m of job value from 480,000+ jobs posted since launch. Acquisition made hipages Group the Trans-Tasman leader for connecting homeowners with trade services. 95,000 jobs posted on Builderscrack in FY21 with NZ$67m+ of job value.
- Bricks + Agentcorehipages Group acquired 25% interest in Bricks + Agent for $6.25 million. Australia's leading property management technology platform with 360,000 users, 500,000+ properties pipeline, and 21,000 connected tradies. Potential for technological integration between Bricks + Agent and hipages' Tradiecore platform. hipages CFOO Melissa Fahey takes seat on Bricks + Agent board.
- NSW Department of EducationcoreNSW Department of Education appointed hipages as preferred online platform to connect NSW public schools with local tradies for repairs and maintenance work as part of the 'Local Trades Scheme'.
- IKEA Australiaflagshiphipages partnership connects IKEA customers with trusted tradies for kitchen planning and installation. hipages' expansive network of qualified tradies allowed IKEA to scale fast without having to hire and manage their own tradies. Partnership since 2013.
- Bunnings Warehouseflagshiphipages partnership enables Bunnings to expand to customers wanting Do-It-For-Me solutions. hipages worked closely with Bunnings to create a range of fixed and flexible offers to suit their business. Partner since 2013.
- Ray White ConciergecoreRay White Concierge partners with hipages to offer concierge service for new home buyers. hipages caters to wide range of services and confidently guides new homeowners through turning a house into their home.
- XerocoreAccounting software integration with Tradiecore platform, allowing tradies to streamline financial administration and sync data between platforms.
- MYOBcoreAccounting software integration with Tradiecore platform for seamless financial administration for tradie businesses.
- QuickBookscoreAccounting software integration with Tradiecore platform enabling tradies to manage finances efficiently.
- StripecorePayments feature developed in partnership with Stripe, integrated into Tradiecore to help tradies manage invoicing and payment collection.
Scale indicators23 records
Recent moves12 records
Expansion highlights6 records
hipages Group competitors and assessment
Company assessmentDirect peers
- Airtasker: ASX-listed Australian on-demand local services marketplace connecting consumers with tradies and taskers. Closest direct competitor in the home services/tradie category with overlapping tradie base and Australia-first positioning.
- Thumbtack: US-based marketplace connecting customers with local professionals for home services, events, and more. Highly comparable in lead-generation + SaaS hybrid model and target customer (homeowner-to-pro).
- Oneflare: Australian online marketplace connecting customers with local service providers for home, business, and lifestyle services. Direct competitor in the ANZ home services tradie space.
- TaskRabbit: US-based on-demand services platform (owned by IKEA Group) connecting consumers with taskers for home services. Comparable marketplace model; IKEA ownership also creates a direct comparison point with hipages' IKEA partnership.
- ServiceSeeking: Australian home services marketplace where customers post jobs and receive quotes from tradies. Direct ANZ peer in lead generation and tradie discovery.
- Bark: UK-headquartered global services marketplace operating in 10+ countries including Australia. Comparable in lead generation for local services professionals and SaaS add-on tools (Bark for Professionals).
Broad incumbents
- Angi (Angie's List): US public company (formerly IAC) operating a broad home services marketplace spanning lead generation, pros SaaS (Angi Ads/Services), and consumer home services booking. Comparable as a larger incumbent with overlapping homeowner-pro model.
- Houzz: US-based home design/remodeling platform with Houzz Pro SaaS for trade professionals. Comparable in serving the design-and-build homeowner journey with a pro SaaS monetization layer.
- ServiceNow (Field Service Management): Large enterprise SaaS provider with a Field Service Management suite targeting trade and service businesses. Adjacent comparable in the tradie job-management/workflow SaaS category where Tradiecore competes.
- HomeAdvisor: US home services marketplace (now part of Angi) connecting homeowners with pre-screened pros. Comparable marketplace + pro SaaS hybrid with similar lead-generation monetization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
hipages Group social profiles
Digital presencehipages Group compliance and trust
Trust signalCompliance1 record
hipages Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
hipages Group leadership team
Management profileNumber of profiles
Profiles6 records
hipages Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
hipages Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
hipages Group 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 hipages Group
What does hipages Group do?
hipages Group operates Australia's leading online marketplace connecting homeowners with tradies for home improvement, repairs and renovations, supported by a subscription-based SaaS platform (hipages for Business / Tradiecore) for tradie job management including quoting, invoicing and scheduling. The platform serves 33,000+ tradie businesses and over 5 million Australian users, with the New Zealand Builderscrack marketplace extending its Trans-Tasman reach, complemented by hipages energy comparison and embedded VIZ Insurance products.
Is hipages Group a public or private company?
hipages Group is a public company. It is classified as public and is currently operating.
When was hipages Group founded?
hipages Group was founded in 2004.
Where is hipages Group based?
hipages Group is headquartered in Sydney, Australia, in the Oceania region.
How does hipages Group make money?
Five revenue lines are on record. Tradie Subscription Fees are the primary driver. The others are tradiecore SaaS Platform, marketplace Connections, insurance Products (VIZ Insurance) and hipages energy.
Who are hipages Group's main competitors?
Direct peers on record are Airtasker, Thumbtack, Oneflare, TaskRabbit, ServiceSeeking and Bark. Broad incumbents are Angi (Angie's List), Houzz, ServiceNow (Field Service Management) and HomeAdvisor.
Does hipages Group have an API?
No public API is recorded for hipages Group.
What industry is hipages Group in?
hipages Group's product category is Home Improvement Marketplace Platform. Its primary akta.pro industry code is BPAMAHAF, Personal Care & Wellness Booking Platforms (Beauty, Fitness, Spa). Its NAICS code is 5617 and its SIC code is 7340.